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As with any business activity, your consumer research should be carefully planned, written down, measurable, and I know it sounds so obvious but carried out.
There are four steps:

1) State the situation you are facing.
2) Clearly define your concept, product or service.
3) State the objective of your consumer research: what do you need to find out? Think about what decisions you want to make from the information you will get. An objective may be identifying or verifying a target market, identifying or verifying customer needs and wants, validating a product or an optimised product, finding new opportunities and new markets, estimating the size of markets, etc. A well-written objective is clear, concise, complete, realistic and commercially worthwhile. Organise and analyse existing and collected information to help you in defining your objective.
4) Contact Idea-Testers as consumer research can be fairly complicated and require certain skills and time. Because we use a custom approach, it allows you to answer specific questions and concerns about your business, and thus make business decisions more effectively. It also informs and provides a fresh perspective for a creative approach. It’s the key to a successful idea.

The success of a business enterprise can be increased with thorough research and advice leading to the effective development and marketing of ideas, products and services.
Consumer research is the information/insights that can make the difference between success and failure for your business.