Consumer research is the process of gathering and analyzing information about consumers' preferences, behaviors, and needs. This research helps businesses understand what products or services appeal to their target audience. By studying factors such as demographics, buying habits, and feedback, companies can make informed decisions about marketing strategies and product development. Methods of consumer research include surveys, focus groups, and observational studies. These techniques allow businesses to collect data directly from consumers, providing insights into their motivations and experiences. Ultimately, effective consumer research can lead to improved customer satisfaction and increased sales for companies like Apple or Coca-Cola.