What is the activity of gathering information about consumer preferences?

The activity of gathering information about consumer preferences is best described as market research. Market research involves systematically collecting, analyzing, and interpreting data about a market, which includes information about consumers' needs, preferences, and behaviors.

Through market research, businesses can gain insights into what consumers are looking for, identify potential demand for products or services, and understand trends that may influence buying decisions. This process typically includes surveys, focus groups, interviews, and the analysis of existing data.

Market analysis, while related, specifically focuses on understanding the overall dynamics of a market, including its size, competition, and the economic environment, which is broader than just consumer preferences. Consumer behavior analysis looks at how consumers make decisions and interact with products but is a subset of market research. Product evaluation involves assessing a product's effectiveness or appeal but does not directly relate to gathering overall consumer preference data. Therefore, market research is the most accurate term that encapsulates the activity of gathering information about consumer preferences.