Which term describes the process of analyzing consumer behavior and preferences?

The term that best describes the process of analyzing consumer behavior and preferences is consumer insights. This concept encompasses the techniques and methodologies used to gather data about consumer habits, preferences, and motivations. By understanding these insights, businesses can tailor their marketing strategies and product offerings to better meet the needs and desires of their target audience. Consumer insights go beyond basic data collection; they involve interpreting that data to uncover deeper trends and patterns in consumer behavior.

Other terms like demographic research, market segmentation, and customer profiling play important roles in the overall understanding of the market but do not specifically focus on the analysis of consumer behavior and preferences. Demographic research typically refers to collecting and analyzing data about consumer characteristics such as age, gender, income, and education. Market segmentation involves dividing a broader target market into subsets of consumers with common needs or characteristics but does not directly analyze behavior. Customer profiling creates a detailed description of a customer based on various data points but again lacks the direct analysis of behavior and preferences that consumer insights emphasize.