Types and Influencing Factors of 1. Consumers' Emotions

Consumer sentiment refers to the emotional experience experienced by consumers during the purchase process, which can be positive, negative or neutral. Types of emotions typically include happiness, sadness, anger, surprise, fear, and disgust. The formation of consumer sentiment is affected by many factors, including product quality, customer service, brand image, advertising, personal experience, etc.

When conducting market research for a fast-moving consumer goods company, Shangpu Consulting has an in-depth understanding of consumers' emotional reactions to the brand's products through questionnaires, in-depth interviews and social media analysis. The survey results show that consumers' emotional response to product packaging design is more positive, while their dissatisfaction with customer service is more obvious. This finding helps companies identify the urgency of improving service processes and customer satisfaction.

Consumer Sentiment Analysis Method in 2. Market Research

Effective consumer sentiment analysis requires the use of scientific methods and tools. Champ Consulting usually uses the following methods in market research:

1. Questionnaire: Design a questionnaire that includes an emotional scale to allow consumers to evaluate different aspects of a product or service. When Shangpu Consulting conducted a survey for an electronic product brand, it collected consumers' emotional feedback on product performance, design, and price through questionnaires.

2. In-depth interviews: through one-on-one interviews, in-depth understanding of consumers' inner feelings and emotional experience. When conducting research for a high-end clothing brand, Shangpu Consulting revealed consumers' deep feelings about brand value and shopping experience through in-depth interviews.

3. Social media analysis: Use text mining technology to analyze consumers' comments on social media and capture emotional tendencies and emotional changes. When doing research for a cosmetics brand, Shangpu Consulting Co., Ltd. analyzed consumers' comments and feedback on social platforms to timely understand the enthusiastic response of consumers to the new product release.

4. Physiological measurement: By monitoring the physiological response of consumers (such as heart rate, skin conductance, etc.), to assess their emotional state. In a test of car advertising, Champ Consulting used physiological measurement technology to assess consumers' emotional response to different advertising clips.

Application Strategies of 3. Consumers' Emotions and Responses

Applying the analysis results of consumer sentiment and reaction to the formulation of market strategy can help enterprises to better meet consumer demand and enhance market competitiveness. Champ Consulting has adopted the following strategies in practice:

1. Product improvement: According to the emotional feedback of consumers on the product, improve and innovate the product. After conducting research for a food company, Shangpu Consulting suggested that the company launch new flavors and limited edition packaging based on consumers' positive reactions to tastes and packaging to enhance consumers' desire to buy.

2. Service optimization: in view of the dissatisfaction of consumers in the service process, optimize the service process and improve the service quality. According to a survey conducted by Shangpu Consulting for a telecom operator, consumers are dissatisfied with the response speed and problem-solving ability of customer service. Based on this feedback, the company has improved its customer service system to improve service efficiency and customer satisfaction.

3. Marketing strategy adjustment: use the results of consumer sentiment analysis to adjust marketing communication strategies to better resonate with consumer emotions. After conducting research for a travel company, Shangpu Consulting found that consumers have a strong emotional demand for nature and family travel experiences. Therefore, the company adjusted its marketing strategy and launched a series of tourism products and advertisements with the theme of nature and family.

4. Brand image building: according to the emotional response of consumers, shaping and strengthening the brand image. In conducting research for a luxury brand, Champu Consulting found that consumers have a strong emotional identity and sense of belonging to the brand. Accordingly, the enterprise strengthens the high-end and unique image of the brand and further enhances the market position of the brand.

Case Analysis of 4. Champ Consulting

Champ Consulting has successfully applied consumer sentiment and reaction analysis in a number of industries and sectors, and the following are a few examples.

1. Electronic product brand: By analyzing consumers' emotional feedback on electronic products, Shangpu Consulting helps companies optimize product design and functions, and improve product market competitiveness.

2. High-end clothing brands: Through in-depth interviews and social media analysis, Shangpu Consulting reveals consumers' emotional experience of the brand, helping companies strengthen the spread of brand stories and emotional marketing.

3. Cosmetic brands: Shangpu Consulting uses consumers' emotional feedback on social media to help companies adjust product promotion strategies in a timely manner, and improve advertising effects and brand awareness.

4. Travel companies: The research results of Shangpu Consulting have helped travel companies discover the emotional needs of consumers for travel products, and companies have launched travel products and services that are more in line with market needs.

5. Conclusion

Consumer sentiment and reaction analysis plays a vital role in market research. Through in-depth understanding of consumer emotional experience and behavioral responses, companies can better meet consumer needs, optimize products and services, and develop effective market strategies. With professional market research methods and rich practical experience, Shangpu Consulting Company has provided a series of successful consumer sentiment analysis cases for enterprises. In the future, Shangpu Consulting will continue to explore and innovate sentiment analysis methods to help more companies achieve market success and brand growth.