How to run a consumer research project
Five steps:
- Ask: write one clear question, for example "Which bottle is best for school?"
- Collect: gather facts from labels, shops, websites, and people. Note each source.
- Compare: put facts in one table.
- Decide: choose with reasons.
- Share: a short report, poster or talk.
Keep it a fair test: same criteria and scale for every product, and no favourite brand at the start.
Part 1: research on goods and services
Choose 3 products or services and 3 to 5 criteria, such as price, quality, safety, durability, service and green impact.
- Score each from 1 (poor) to 5 (best). For price, cheap scores high.
- Give each criterion a weight (how much it matters). Total = sum of score × weight.
- Example: scores (price, quality, green): A (5,2,1), B (3,4,4), C (2,5,3). Equal weights: A 8, B 11, C 10, so B wins. If price counts 3 times: A 18, B 17, C 14, so A wins.
This shows that the best choice depends on what matters to the buyer. Also check label claims, warranty, safety marks and total cost.
Part 2: research on consumer support
Find who helps buyers locally and how well people know them:
- List helplines, consumer centres, local government offices, shop help desks and websites.
- For each, note contact, hours, cost and what it can do (advice, settlement, inspection, court).
- Make a short survey: ask the same question to each person. Record answers in a tally and then a bar chart.
- Say how many people you asked (the sample) and who they were. A small sample gives only a hint.
Be polite, ask permission, and never write down names or private details.
Report and share (Try it)
A good report has: question, method, table or chart, answer with reasons, limits and sources, and one action (for example a poster).
Try it
Pick two products at home (like two soaps). Score them on three criteria. In the 3D, change the weights and see if the winner changes. Then ask five family members which consumer help they know and tally it.
Key formulas and definitions
- Weighted total = Σ (score × weight)
- Percent = part ÷ whole × 100
- Sample: the group of people you asked; a bigger and more varied sample is more reliable
- Fair test: same criteria, same scale, same rules for every product
- Report = question + method + data + answer + limits + sources
Worked examples
1. Scores (price, quality, green): X (4,3,2), Y (2,5,4). With equal weights, which is better?
X = 4 + 3 + 2 = 9. Y = 2 + 5 + 4 = 11. Y is better.
2. Same X and Y, but quality counts double (weights 1, 2, 1). Who wins now?
X = 4×1 + 3×2 + 2×1 = 12. Y = 2×1 + 5×2 + 4×1 = 16. Y still wins, by a bigger gap.
3. You asked 25 people; 10 knew the helpline. What percent is that, and what is one limit of this result?
10 ÷ 25 × 100 = 40%. Limit: only 25 people, maybe all from one class, so it is only a hint for the whole area.
Common mistakes
- Choosing the winner first and then picking scores to match.
- Using different criteria or scales for different products.
- Counting a small sample as the truth for everyone.
- Forgetting to write the sources and the limits.