The Importance and Challenges of 1. Consumer Research

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to understand consumer needs, preferences, behaviors, attitudes, satisfaction, etc., so as to provide basis and guidance for marketing, product development, brand management, etc. Consumer research is one of the important means for consulting companies to provide customers with market insights and strategic suggestions. Through consumer research, consulting companies can help customers identify market opportunities and risks, optimize products and services, enhance brand value, and enhance competitiveness.

With the rapid changes in the consumer market and the diversification of consumer demand, consumer research is facing more and more challenges, such:

The number and distribution of consumers are increasingly large and complex, making it difficult to obtain representative samples through traditional sampling methods;

The behavior and psychology of consumers are increasingly changeable and difficult to capture, and it is difficult to obtain real and in-depth data through traditional questionnaires and interviews;

Consumer information and feedback is increasingly rich and fragmented, making it difficult to obtain valid and valuable insights through traditional statistical and analytical methods;

Consumer expectations and experiences are increasing and personalized, making it difficult to obtain satisfactory and trusted results through traditional reporting and presentation methods.

Therefore, traditional consumer research methods have been difficult to meet the requirements of consulting projects, and new technologies and tools are needed to improve the efficiency and effectiveness of research and create more value and impact.

Innovative Practice of 2. Consumer Research

In order to meet the challenges of consumer research, Shangpu consulting has carried out innovative practice in consumer research, using artificial intelligence, big data, social media, virtual reality and other technologies, as well as customized solutions for different industries and scenarios, to provide customers with more in-depth, more comprehensive and more accurate market analysis and strategic suggestions. Here are a few specific cases:

Research on (I) Artificial Intelligence Assisted Consumer Health Management Demand

A medical brand wants to understand the needs and preferences of Chinese consumers for health management. Shangpu Consulting collected and identified the voice and image information of 10000 consumers through artificial intelligence assistance, including their age, gender, height, weight, blood pressure, Heart rate, blood sugar, blood lipids, etc., to understand their health status, health needs, health behaviors, health satisfaction, etc., and through machine learning and natural language processing, analyze and predict their health risks and health goals, and generate professional reports and recommendations.

In this way, Champ Consulting not only saves a lot of manpower and time costs, but also improves the accuracy and validity of the data, avoids the subjective deviation and social expectation effect that may exist in the traditional questionnaire and interview methods, and has a more comprehensive and In-depth understanding of the real needs and potential value of consumers, and provides customers with targeted product and service design and marketing strategies.

(II) Big Data to Analyze Consumer Shopping Behavior and Preferences

An e-commerce platform wants to know consumers' shopping behaviors and preferences. Shangpu Consulting analyzes massive transaction data on the platform through big data, including consumers' purchase frequency, amount, time, place, category, brand, evaluation, etc., as well as consumers' personal information, social relationships, interests and hobbies, etc., and depicts consumers' portraits and groups through clustering, association, regression and other methods, the consumer's shopping motivation and influencing factors are identified, and the potential needs and future trends of consumers are explored.

In this way, Shangpu Consulting not only makes use of the existing data resources, but also discovers the laws and insights behind the data, and understands the behavior and psychology of consumers in a more detailed and accurate manner. to provide customers with a basis for product and service optimization and innovation, as well as targeted marketing and recommend strategies.

Monitoring Consumer Word of Mouth and Emotion (III) Social Media

A beauty brand wants to understand consumers' reputation and feelings towards its products and brands. Shangpu Consulting monitored consumers' comments, forwarding, likes, collections and other behaviors on platforms such as Weibo, Little Red Riding Book and Douyin through social media, as well as consumers' personal information, social relationships, interests and hobbies. Through text mining and emotional analysis, it extracted consumers' evaluation and feelings towards products and brands, consumer satisfaction and loyalty are analyzed, and the influence and reputation of products and brands are evaluated.

Simulate consumer experience and feedback (IV) virtual reality

A car brand wants to know consumers' experience and feedback on its new model. Shangpu Consulting simulates the process of consumers driving and using the model in different scenes and conditions through virtual reality, including appearance, interior, function, performance, safety, comfort and other aspects. Through eye tracking and physiological signal monitoring, it records consumers' visual attention, emotional response, cognitive evaluation and so on, through the interaction and question and answer in virtual reality, the opinions and suggestions of consumers are collected.

In this way, Champ Consulting not only provides consumers with a real and immersive experience environment, but also obtains consumers' intuitive and detailed feedback, and has a more objective and comprehensive understanding of consumers' experience and satisfaction. It provides customers with reference product and service improvement and optimization, as well as attractive marketing and communication strategies.

Enlightenment and Prospect of 3. Consumer Research

Through the above cases, we can see that the innovative practice of consumer research has brought the following enlightenment and outlook:

The innovative practice of consumer research needs to combine different technologies and tools, design and implement suitable research programs according to different industries and scenarios, so as to improve the efficiency and effect of research and create more value and influence;

The innovative practice of consumer research needs to pay attention to the comprehensive and in-depth information of consumers, including consumers' behavior, psychology, emotion, experience, etc., in order to obtain more real and valuable data and insights, and provide more accurate and targeted analysis And suggestions;

The innovative practice of consumer research needs to establish a closer and interactive relationship with consumers, including consumer participation, feedback, satisfaction, trust, etc., to enhance consumer experience and loyalty, and enhance the influence and reputation of products and brands.

The innovative practice of consumer research is an inevitable trend for consulting companies to provide customers with better and professional services, and it is also an important way for consulting companies to keep pace with the times and maintain their competitiveness. Champ Consulting will continue to innovate and explore consumer research to provide customers with more value and help.