Consumer research refers to the process of collecting, analyzing and interpreting information about consumers to help companies understand consumer needs, preferences, behavior and psychology. The purpose and significance of consumer research are as follows:

Identify market opportunities. Consumer research can help companies find potential demand, emerging trends, unmet pain points, etc. in the market, thus providing clues and directions for market opportunities.

Optimize product design. Consumer research can help companies obtain consumer feedback and suggestions on products, so as to optimize and improve product functions, interfaces, and experiences.

Develop a marketing strategy. Consumer research can help companies understand consumers' purchase motivation, decision-making process, purchase behavior, etc., so as to formulate marketing strategies suitable for product positioning and target users.

Enhance brand impact. Consumer research can help companies understand consumers' brand awareness, attitude, loyalty, etc., so as to enhance brand awareness, reputation and reputation.

With the changes in the market environment and consumer demand, consumer research also needs continuous innovation and breakthroughs to adapt to new opportunities and challenges. Innovations and breakthroughs in consumer research are mainly reflected in the following aspects:

Innovative thinking. Innovative thinking refers to the process of using creative, critical and systematic ways of thinking in consumer research to find problems, solve problems and create value. Innovative thinking can help consumer research from different angles and levels, dig deeper into the real needs and potential value of consumers, so as to provide enterprises with more insightful and decision-making information.

Innovative approaches. An innovative approach is the process of using new or improved techniques and tools for data collection, analysis and presentation in consumer research to improve the efficiency and quality of consumer research. Innovative methods can help consumer research make full use of big data, artificial intelligence, cloud computing and other technologies to achieve a comprehensive, detailed and real-time understanding of consumers, so as to provide more accurate and effective data for enterprises.

Innovative content. Innovative content refers to the process of focusing on new or important consumer-related topics, issues and goals in consumer research to enhance the value and significance of consumer research. Innovative content can help consumer research keep up with market changes and consumer needs, pay attention to consumers' psychology and emotions, and their expectations of brand purpose and social responsibility, so as to provide enterprises with more in-depth and extensive insights.

Shangpu Consulting Company is a company specializing in enterprise management consulting services. Its main business includes strategic planning, organizational change, human resource management, marketing strategy, etc. When providing consulting services to customers, Shangpu Consulting Company will conduct targeted consumer research according to customers' needs and problems, so as to obtain information about customers' industries, market environment, competitors, target users, etc., and provide customers with appropriate and effective solutions according to the results of consumer research. The following are some practical examples of innovative thinking and methods used by Shangpu Consulting in conducting consumer research, as well as how to use the results of consumer research to provide valuable consulting services to customers:

Case 1: Conduct consumer research for an automobile manufacturer to help it increase its market share of new energy vehicles. In conducting consumer research, Champu Consulting has used the following innovative thinking and methods:

Innovative thinking: Shangpu Consulting Company deeply analyzes consumers' demand and preference for new energy vehicles, as well as their expectation and trust in automobile brands, from the perspectives of consumers' environmental awareness, car purchase motivation and use experience, so as to find the opportunities and challenges of the new energy vehicle market.

Innovative method: Shangpu Consulting Company uses artificial intelligence platform to collect consumers' pictures, videos, labels and other data on social media, clothing websites, fashion magazines and other channels. Through image recognition, video analysis, label clustering and other technologies, the data are classified, screened, analyzed and presented, so as to obtain consumers' preferences and needs for clothing style, collocation, occasions and other aspects.

Innovative content: Shangpu Consulting Company pays attention to consumers' needs and expectations for the personalization, socialization, and interaction of clothing brands, as well as their recognition and feelings for the culture, value, and story of clothing brands. The brand provides more creative and attractive suggestions and solutions.

Case 3: Conduct consumer research for a restaurant chain to help it improve customer satisfaction and loyalty. In conducting consumer research, Champu Consulting has used the following innovative thinking and methods:

Innovative thinking: from the aspects of consumers' eating habits, taste preferences, consumption motivation, dining experience and so on, Shangpu consulting company comprehensively analyzes the consumers' demand and evaluation of catering services, as well as their loyalty to catering brands and willingness to recommend, so as to find the advantages and disadvantages of catering services.

Innovative method: Shangpu Consulting Company uses cloud computing platform to collect data such as consumer consumption records, member information and coupon usage in catering chain stores. Through data mining, cluster analysis, association rules and other technologies, the data are grouped, sorted, associated and recommend, so as to obtain consumer consumption behavior and consumption patterns.

Innovative content: Shangpu Consulting Company pays attention to consumers' needs and expectations for the health, convenience, and diversity of catering services, as well as their attention and support for the social responsibility, environmental protection, and public welfare activities of catering brands, So as to provide more valuable and meaningful suggestions and solutions for catering chain stores.

Through the above cases, we can see that Shangpu Consulting not only uses innovative thinking, methods and content when conducting consumer research, but also uses the results of consumer research to provide customers with valuable consulting services. The enlightenment and suggestions of the consumer research of Shangpu Consulting Company are as follows:

Consumer research should be consumer-centered, from the perspective of consumers, to understand consumer needs, preferences, behavior and psychology, so as to provide useful information and guidance for enterprises.

Consumer research should adapt to the market environment and consumer demand, pay attention to the changes in the market and consumer expectations, so as to provide enterprises with targeted information and suggestions.

Consumer research should use new or improved technologies and tools to improve the efficiency and quality of consumer research, so as to provide enterprises with more accurate and effective data and analysis.

Consumer research should be combined with the goals and problems of enterprises, and provide the results and solutions of consumer research, so as to provide more valuable consulting services for enterprises.