Consumer research is a field of study that focuses on understanding consumers' behavior, preferences, and decision-making processes. Researchers in this area often use various methods such as surveys, interviews, experiments, and observations to gather data on consumer behavior. The goal of consumer research is to gain insights into how consumers think and ultimately help businesses and organizations better understand their target market and improve their products or services. This research area also examines how external factors such as advertising, marketing, and social influences impact consumers' purchasing decisions. Consumer research is widely used in marketing, advertising, product development, and other business-related fields.