Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Consumer Research > Cao Jie >

消费者调研的关键：有效的沟通与分析

2024-07-18 16:59:46 来源：尚普咨询浏览量：0

Definition and Purpose of 1. Consumer Research

消费者调研是指通过各种方式，收集和分析消费者的信息，以了解消费者的需求、偏好、行为和满意度，从而为企业的决策提供依据的活动。消费者调研的目的是为了帮助企业更好地了解市场的现状和趋势，发现消费者的问题和机会，制定和评估营销策略，提高产品和服务的质量和竞争力，增强消费者的忠诚度和满意度，提升企业的品牌形象和市场份额。

消费者调研的方法可以分为定性和定量两种。定性调研是指通过深入访谈、焦点小组、观察法等方式，收集消费者的主观感受、态度、动机、想法和经验等非结构化的数据，以揭示消费者的深层需求和心理。定量调研是指通过问卷调查、实验法、统计分析等方式，收集消费者的行为、偏好、满意度等可量化的数据，以描述和预测消费者的特征和行为。定性和定量调研的选择和组合取决于调研的目标、范围、时间和成本等因素，一般来说，定性调研适合于探索性的调研，定量调研适合于验证性的调研。

二、消费者调研中的有效沟通

消费者调研中的有效沟通是指在调研过程中，与消费者建立信任和互动的能力，以获取更真实和深入的信息。有效沟通的重要性在于，它可以提高消费者的参与度和配合度，减少消费者的抵触和误导，增加消费者的开放和诚实，提高调研的质量和效果。

消费者调研中的有效沟通的方法和技巧包括以下几点：

明确沟通的目标和内容。在开始沟通之前，要明确沟通的目的是什么，想要了解消费者的哪些方面，以及如何表达沟通的主题和问题。要避免使用模糊、复杂、引导、暗示或带有价值判断的语言，要使用简单、清晰、中立和开放的语言，以引导消费者自由地表达自己的看法和感受。

建立沟通的信任和尊重。在沟通的开始，要向消费者介绍自己的身份和背景，说明调研的目的和意义，保证消费者的信息的保密性和安全性，征求消费者的同意和支持，以建立沟通的基础和信任。在沟通的过程中，要尊重消费者的个性和差异，避免对消费者的选择和行为进行评价和批判，要表达对消费者的理解和同情，以增强沟通的亲和和尊重。

促进沟通的互动和反馈。在沟通的过程中，要保持沟通的流畅和连贯，避免沟通的中断和冷场，要根据消费者的反应和情绪，灵活地调整沟通的节奏和方式，要适时地提出问题和建议，以激发消费者的兴趣和思考。要积极地倾听和观察消费者的言语和非言语的信息，要及时地反馈和确认消费者的意思和感受，要鼓励和赞扬消费者的贡献和分享，以增加沟通的互动和反馈。

三、消费者调研中的有效分析

消费者调研中的有效分析是指在调研结束后，对收集到的数据进行清洗、整理、归纳和解读的能力，以提炼出有价值的洞察和建议。有效分析的重要性在于，它可以帮助企业从海量的数据中发现规律和趋势，识别消费者的问题和机会，制定和优化营销策略，提升企业的竞争力和效益。

消费者调研，尚普咨询公司采用了以下的沟通和分析要素：

沟通的目标：了解消费者对快消品公司产品的满意度，以及影响消费者满意度的因素。

沟通的内容：消费者对快消品公司产品的整体满意度，以及对产品的品质、价格、包装、功能、服务等方面的满意度。

沟通的方式：使用在线问卷的方式，向消费者发放满意度调查问卷，采用五点量表的形式，让消费者对各个方面的满意度进行打分，并留下建议和意见。

沟通的时间：在快消品公司的产品销售旺季的后期，进行为期一个月的满意度调查，每周发送一次问卷，每次问卷的有效回收量为1000份。

沟通的对象：选择快消品公司的目标消费者群体，即25-45岁的中高收入的城市居民，按照性别、年龄、教育、收入等条件进行分层抽样。

分析的目的：识别消费者对快消品公司产品的满意度，以及影响消费者满意度的因素，为快消品公司提供产品改进的建议和方向。

分析的方法：使用描述性分析、关联性分析、因果性分析、预测性分析等方法，对消费者的满意度数据进行分析，找出消费者满意度的水平、分布、差异、影响因素、改进空间等。

分析的过程：首先，对消费者的满意度数据进行数据清理，剔除无效和异常的数据；其次，对消费者的满意度数据进行数据转换，将数据转化为适合分析的格式；然后，对消费者的满意度数据进行数据建模，使用适当的统计模型和算法进行分析；最后，对消费者的满意度数据进行数据验证，检验分析的结果的有效性和可信度。

分析的结果：通过数据表、图表、报告、演示等方式，向快消品公司呈现消费者满意度调研的结果，包括消费者对快消品公司产品的整体满意度和各个方面的满意度的平均分、标准差、最大值、最小值、中位数、四分位数等；消费者满意度的分布情况，如频数分布、频率分布、累积频率分布等；消费者满意度的差异情况，如按照性别、年龄、教育、收入等条件进行分组，比较不同组别的消费者满意度的差异，使用t检验、方差分析、卡方检验等方法进行差异性检验；消费者满意度的影响因素，如使用相关分析、回归分析、因子分析、聚类分析等方法，找出影响消费者满意度的主要因素，如产品的品质、价格、包装、功能、服务等；消费者满意度的改进空间，如使用预测分析、敏感度分析、优化分析等方法，预测消费者满意度的未来变化趋势，分析不同的产品改进方案对消费者满意度的影响，提供最优的产品改进建议和方案。

尚普咨询公司的消费者满意度调研为快消品公司提供了以下的价值：

了解了消费者对快消品公司产品的满意度的水平和分布，发现了消费者满意度的优势和劣势，为快消品公司提供了产品的质量评价和市场定位的依据。

了解了消费者满意度的差异情况，发现了不同的消费者群体的满意度的差异，为快消品公司提供了产品的细分市场和差异化营销的依据。

了解了消费者满意度的影响因素，发现了影响消费者满意度的主要因素，为快消品公司提供了产品的改进方向和重点的依据。

了解了消费者满意度的改进空间，发现了消费者满意度的未来变化趋势和最优的产品改进方案，为快消品公司提供了产品的创新策略和竞争优势的依据。

案例二：为一家电商平台进行消费者行为调研

一家电商平台想要了解消费者的在线购物行为，以及影响消费者在线购物行为的因素，从而提高平台的流量和转化率。尚普咨询公司为该平台进行了消费者行为调研。尚普咨询公司采用了以下的沟通和分析要素：

沟通的目标：了解消费者的在线购物行为，以及影响消费者在线购物行为的因素。

沟通的内容：消费者的在线购物行为的过程、频率、时长、金额、品类、渠道、方式等，以及影响消费者在线购物行为的个人、社会、心理、环境等因素。

沟通的方式：使用访谈和观察的方式，向消费者进行深度访谈，了解消费者的在线购物行为的动机、态度、感受、体验等，同时使用电商平台的后台数据，观察消费者的在线购物行为的实际表现和结果。

沟通的时间：在电商平台的销售旺季的前期，进行为期两个月的消费者行为调研，每周进行一次访谈，每次访谈的有效样本量为100人，同时每天收集电商平台的后台数据，进行数据分析。

沟通的对象：选择电商平台的目标消费者群体，即18-35岁的年轻人，按照性别、年龄、教育、收入等条件进行分层抽样。

分析的目的：识别消费者的在线购物行为，以及影响消费者在线购物行为的因素，为电商平台提供流量和转化率的提升的建议和方案。

分析的方法：使用描述性分析、关联性分析、因果性分析、预测性分析等方法，对消费者的在线购物行为数据进行分析，找出消费者在线购物行为的特征、模式、影响因素、改进空间等。

分析的过程：首先，对消费者的在线购物行为数据进行数据清理，剔除无效和异常的数据；其次，对消费者的在线购物行为数据进行数据转换，将数据转化为适合分析的格式；然后，对消费者的在线购物行为数据进行数据建模，使用适当的统计模型和算法进行分析；最后，对消费者的在线购物行为数据进行数据验证，检验分析的结果的有效性和可信度。

分析的结果：通过数据表、图表、报告、演示等方式，向电商平台呈现消费者行为调研的结果，包括消费者的在线购物行为的过程、频率、时长、金额、品类、渠道、方式等的平均值、标准差、最大值、最小值、中位数、四分位数等；消费者的在线购物行为的模式，如使用关联规则分析、序列模式分析、聚类分析等方法，找出消费者的在线购物行为的常见模式和特殊模式，如购物篮分析、购物路径分析、购物偏好分析等；消费者的在线购物行为的影响因素，如使用相关分析、回归分析、因子分析、结构方程模型等方法，找出影响消费者的在线购物行为的主要因素，如消费者的个人特征、社会影响、心理动机、环境刺激等；消费者的在线购物行为的改进空间，如使用预测分析、敏感度分析、优化分析等方法，预测消费者的在线购物行为的未来变化趋势，分析不同的平台改进方案对消费者的在线购物行为的影响，提供最优的平台改进建议和方案。

尚普咨询公司的消费者行为调研为电商平台提供了以下的价值：

了解了消费者的在线购物行为的特征和模式，发现了消费者的在线购物行为的规律和特点，为电商平台提供了流量和转化率的评估和优化的依据。

了解了消费者的在线购物行为的影响因素，发现了影响消费者的在线购物行为的主要因素，为电商平台提供了流量和转化率的提升的方向和重点的依据。

了解了消费者的在线购物行为的改进空间，发现了消费者的在线购物行为的未来变化趋势和最优的平台改进方案，为电商平台提供了流量和转化率的创新策略和竞争优势的依据。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise