1. clarify the purpose and object of the research, and select the appropriate research methods and tools.

The first step of consumer research is to clarify the purpose and object of the research, that is, what questions to answer and which consumers to target. This determines the scope and direction of the research, and also affects the choice of research methods and tools. Generally speaking, consumer research can be divided into two categories: quantitative research and qualitative research. Quantitative research mainly uses numerical and statistical methods to describe and analyze consumer characteristics and behaviors, such as questionnaires, experimental designs, and observation methods. Qualitative research mainly uses language and images to understand and explain consumers' motivations and feelings, such as interviews, focus groups, case studies, etc. Different research purposes and targets require different research methods and tools, for example, quantitative research can be used if you want to understand the overall situation and trends of consumers, and qualitative research can be used if you want to explore the personality and needs of consumers in depth. At the same time, it is also possible to combine quantitative and qualitative methods and tools to conduct mixed research to obtain more comprehensive and accurate information.

2. leverage big data and artificial intelligence to improve data quality and analytics

The second step in consumer research is to collect and analyze data, that is, what data to obtain and how to process and interpret the data. This is the core of consumer research and the key to improving the quality and efficiency of research. With the popularity of the Internet and mobile devices, consumer behavior and feedback has generated a large amount of data, such as search records, shopping history, social media, user reviews, etc. These data are valuable resources for consumer research, which can reflect the real and subtle situation of consumers, and can also provide more dimensions and angles, such as geographical location, time period, situational scene, etc. However, this data also brings some challenges, such as the scale, complexity and diversity of the data, as well as the cleansing, integration and analysis of the data. To overcome these challenges, big data and AI technologies can be leveraged to improve data quality and analytical capabilities. For example, data mining and machine learning methods can be used to extract useful information and knowledge from massive data, such as consumers' preferences, behavior patterns, purchase intentions, etc.; natural language processing and image recognition methods can be used to extract meaningful content and characteristics from unstructured data, such as consumers' emotions, attitudes, values, etc.; Data visualization and intelligent reporting methods can be used, transform complex data into forms that are easy to understand and communicate, such as charts, images, text, etc.

3. combining consumer behavior and psychology to improve the effectiveness and impact of research

The third step in consumer research is to use and apply data, that is, how to use data to support decision-making and how to turn data into action. This is the purpose of consumer research and the focus of improving the effectiveness and value of research. In order to achieve this goal, it is necessary to combine the theories and methods of consumer behavior and psychology to improve the effectiveness and influence of the research. For example, consumer behavior models and frameworks can be used to explain and predict consumer behavior, such as consumer decision-making processes, consumer behavior influencing factors, consumer behavior types, etc.; principles and techniques of consumer psychology can be used to influence and change consumer behavior, such as consumer demand levels, consumer cognitive biases, consumer persuasion strategies, etc. In these ways, data can be transformed into useful insights and suggestions to help companies develop more effective market strategies, such as product design, price positioning, promotion methods, brand image, etc.

4. learn from the successful cases of Shangpu Consulting to improve the value and application of research.

Shangpu Consulting is a professional market research and consulting company with rich experience and ability in consumer research, providing high-quality and efficient consumer research services for many customers. The following are some successful cases of Shangpu Consulting, which can provide some reference and enlightenment for enterprises to improve the value and application of consumer research.

Case 1: For an international fast food chain brand, a consumer survey on the Chinese market was conducted to understand the eating habits and health awareness of Chinese consumers, as well as their attitudes and needs towards fast food. Shangpu Consulting adopts the method of online questionnaire and in-depth interview, collects a large amount of quantitative and qualitative data, uses big data and artificial intelligence technology to carry out in-depth data analysis and visualization, and combines the theories of consumer behavior and psychology. Put forward a series of market insights and suggestions, such as increasing Chinese dishes, providing health options, strengthening social responsibility, etc, help customers to enhance the competitiveness and reputation in the Chinese market.

Case 2: For an emerging e-commerce platform, a consumer survey of young consumers was conducted to understand the shopping behaviors and preferences of young consumers, as well as their expectations and evaluations of e-commerce platforms. Champ Consulting adopts the methods of social media and website analysis, collects a large amount of unstructured data, uses natural language processing and image recognition methods, extracts valuable content and features, and combines the principles of consumer psychology. A series of market insights and suggestions are put forward, such as enhancing user experience, improving user participation, creating user value, etc, helps clients increase their influence and profitability in young markets.

Case 3: For a well-known automobile manufacturer, a consumer survey on new energy vehicles was conducted to understand consumers' cognition and attitude towards new energy vehicles, as well as their trust and loyalty to automobile brands. Shangpu Consulting adopts the methods of experimental design and case analysis, collects a large number of qualitative and quantitative data, uses data mining and machine learning methods to carry out in-depth data analysis and visualization, and combines consumer behavior and psychology. A series of market insights and suggestions are put forward, such as improving the safety, energy saving, and intelligence of new energy vehicles, and improving consumers' trust and satisfaction, enhance the image and reputation of the car brand.

Conclusion

Consumer research is an important marketing activity, which can help enterprises to understand and meet the needs of consumers and enhance market competitiveness. However, consumer research also needs to be continuously optimized and innovated to adapt to the changes in the market and the diversity of consumers. This paper puts forward four suggestions on how to improve the quality and efficiency of consumer research, namely, to clarify the purpose and object of research, to choose the appropriate research methods and tools, to improve the quality and analysis ability of data by using big data and artificial intelligence technology, to improve the effectiveness and influence of research by combining consumer behavior and psychology, to learn from the successful cases of Shangpu consulting, to improve the value and application of research. It is hoped that this paper can provide some useful reference and enlightenment for enterprises to help them carry out higher quality and efficient consumer research.