7 O's framework of consumer research - AcademicsHQ

The 7 O’s framework of consumer research helps marketing managers understand more about the consumers in the target market.

The 7 Os stand for Occupants, Objects, Objectives, Organizations, Operations, Occasions, Outlets.

Here’s what they mean.

Occupants: Who buys, Who constitutes the market?

Objects: What does the market buy?

Objectives: Why does the market buy?

Occasions: When does the market buy?

Outlets: Where does the market buy?

Operations: How does the market buy?

Organizations: Who participates in buying?

7 O’s framework of consumer research