Definition and Purpose of 1. Consumer Research

Consumer research refers to the activities of collecting and analyzing consumer information in various ways to understand consumer needs, preferences, behavior and satisfaction, so as to provide a basis for business decisions. The purpose of consumer research is to help companies better understand the current situation and trends of the market, discover consumer problems and opportunities, formulate and evaluate marketing strategies, improve the quality and competitiveness of products and services, and enhance consumer loyalty and Satisfaction, enhance corporate brand image and market share.

The methods of consumer research can be divided into qualitative and quantitative. Qualitative research refers to the collection of unstructured data such as consumers' subjective feelings, attitudes, motivations, thoughts and experiences through in-depth interviews, focus groups, and observation methods to reveal consumers' deep needs and psychology. Quantitative research refers to the collection of quantifiable data on consumer behavior, preferences, and satisfaction through questionnaires, experimental methods, and statistical analysis to describe and predict consumer characteristics and behaviors. The choice and combination of qualitative and quantitative research depends on factors such as the objective, scope, time and cost of the research, and in general, qualitative research is suitable for exploratory research and quantitative research is suitable for confirmatory research.

Effective Communication in 2. Consumer Research

Effective communication in consumer research refers to the ability to build trust and interaction with consumers during the research process to obtain more authentic and in-depth information. The importance of effective communication is that it can increase consumer participation and coordination, reduce consumer resistance and misleading, increase consumer openness and honesty, and improve the quality and effectiveness of research.

Effective communication methods and techniques in consumer research include the following:

Clear communication objectives and content. Before starting communication, it is necessary to clarify what the purpose of communication is, what aspects of consumers want to understand, and how to express the topics and issues of communication. Avoid using vague, complex, guiding, suggestive or value-judged language, and use simple, clear, neutral and open language to guide consumers to express their views and feelings freely.

Build trust and respect for communication. At the beginning of communication, consumers should be introduced to their identity and background, explain the purpose and significance of the research, ensure the confidentiality and security of consumers' information, and seek the consent and support of consumers to establish the basis and trust of communication. In the process of communication, it is necessary to respect the individuality and differences of consumers, avoid evaluating and criticizing consumers' choices and behaviors, and express understanding and sympathy for consumers to enhance the affinity and respect of communication.

Facilitate communication interaction and feedback. In the process of communication, it is necessary to maintain smooth and coherent communication, avoid interruption and cold field of communication, flexibly adjust the rhythm and mode of communication according to the reaction and emotion of consumers, and timely put forward questions and suggestions to stimulate consumers' interest and thinking. We should actively listen to and observe the verbal and non-verbal information of consumers, timely feedback and confirm the meaning and feelings of consumers, and encourage and praise the contribution and sharing of consumers, so as to increase the interaction and feedback of communication.

Effective Analysis in 3. Consumer Research

Effective analysis in consumer research refers to the ability to clean, organize, summarize and interpret the collected data after the research is completed, in order to extract valuable insights and suggestions. The importance of effective analysis is that it can help enterprises find laws and trends from massive data, identify consumer problems and opportunities, formulate and optimize marketing strategies, and enhance the competitiveness and efficiency of enterprises.

Consumer research, Champ & Co. uses the following elements of communication and analysis:

The goal of communication: to understand the consumer's satisfaction with the products of FMCT companies and the factors that affect consumer satisfaction.

The content of communication: consumers' overall satisfaction with FMCT products, as well as their satisfaction with product quality, price, packaging, function, service, etc.

The way of communication: use the online questionnaire to distribute the satisfaction questionnaire to consumers, and use the form of a five-point scale to let consumers rate their satisfaction in all aspects and leave suggestions and opinions.

Communication time: in the late stage of the product sales season of the fast consumer goods company, a month-long satisfaction survey is conducted, and questionnaires are sent once a week, and the effective recovery amount of each questionnaire is 1000.

The object of communication: select the target consumer group of the fast-food company, that is, the middle and high-income urban residents aged 25-45, and carry out stratified sampling according to gender, age, education, income and other conditions.

The purpose of the analysis is to identify consumer satisfaction with the products of FMCT companies and the factors that affect consumer satisfaction, and to provide suggestions and directions for FMCT companies to improve their products.

The method of analysis: using descriptive analysis, correlation analysis, causal analysis, predictive analysis and other methods, the consumer satisfaction data analysis, to find out the level of consumer satisfaction, distribution, differences, influencing factors, improvement space.

The process of analysis: first, clean up the consumer satisfaction data to eliminate invalid and abnormal data; secondly, convert the consumer satisfaction data into a format suitable for analysis; then, model the consumer satisfaction data and use appropriate statistical models and algorithms for analysis; finally, verify the consumer satisfaction data, test the validity and credibility of the results of the analysis.

Results of analysis: through data tables, charts, reports, demonstrations, etc., present the results of consumer satisfaction survey to FMICs, including the average, standard deviation, maximum, minimum, median, quartile, etc. of consumers' overall satisfaction with FMICs products and various aspects of satisfaction. Distribution of consumer satisfaction, such as frequency distribution, frequency distribution, cumulative frequency distribution, etc.; Differences in consumer satisfaction, for example, grouping according to gender, age, education, income and other conditions, comparing the differences of consumer satisfaction in different groups, using t-test, variance analysis, chi-square test and other methods to test the differences; using correlation analysis, regression analysis, factor analysis, cluster analysis and other methods to find out the main factors affecting consumer satisfaction, such as product quality, price, packaging, function, service, etc.; room for improvement of consumer satisfaction, such as the use of predictive analysis, sensitivity analysis, optimization analysis and other methods to predict the future trend of consumer satisfaction, analyze the impact of different product improvement programs on consumer satisfaction, and provide the best product improvement suggestions and programs.

The consumer satisfaction survey by Champu Consulting provides the following values for FMOs:

Understand the level and distribution of consumer satisfaction with FMCT products, and find the advantages and disadvantages of consumer satisfaction, which provides the basis for product quality evaluation and market positioning for FMCT companies.

Understand the differences in consumer satisfaction, found that the differences in satisfaction of different consumer groups, for FMCT companies to provide product market segments and differentiated marketing basis.

To understand the influencing factors of consumer satisfaction, found the main factors affecting consumer satisfaction, to provide the basis for the direction and focus of product improvement.

The improvement space of consumer satisfaction is understood, and the future change trend of consumer satisfaction and the optimal product improvement scheme are found, which provides the basis for the innovation strategy and competitive advantage of the product for the fast consumer product company.

Case 2: conducting consumer behavior research for an e-commerce platform

An e-commerce platform wants to understand consumers' online shopping behavior and the factors that affect consumers' online shopping behavior, so as to improve the traffic and conversion rate of the platform. Champ Consulting conducted consumer behavior research for the platform. The following elements of communication and analysis were used by Champ Consulting:

The goal of communication: to understand consumers' online shopping behavior and the factors that affect consumers' online shopping behavior.

The content of communication: the process, frequency, duration, amount, category, channel, method, etc. of consumers' online shopping behavior, as well as the personal, social, psychological, environmental and other factors that affect consumers' online shopping behavior.

Communication methods: Use interviews and observation methods to conduct in-depth interviews with consumers to understand the motivation, attitude, feelings, and experience of consumers' online shopping behavior, and at the same time use the background data of the e-commerce platform to observe consumers' online shopping behavior The actual performance and results.

Communication time: in the early stage of the sales season of the e-commerce platform, a two-month consumer behavior survey is conducted, and an interview is conducted once a week. The effective sample size of each interview is 100 people. At the same time, the background data of the e-commerce platform is collected every day for data analysis.

The object of communication: select the target consumer group of the e-commerce platform, that is, young people aged 18-35, according to gender, age, education, income and other conditions for stratified sampling.

The purpose of the analysis: to identify the online shopping behavior of consumers, as well as the factors that affect the online shopping behavior of consumers, and to provide suggestions and solutions for the improvement of traffic and conversion rate for the e-commerce platform.

The method of analysis: using descriptive analysis, correlation analysis, causal analysis, predictive analysis and other methods, the consumer's online shopping behavior data analysis, to find out the characteristics of consumer online shopping behavior, patterns, influencing factors, room for improvement and so on.

The process of analysis: first, clean up the data of consumers' online shopping behavior data to eliminate invalid and abnormal data; secondly, convert the data of consumers' online shopping behavior data into a format suitable for analysis; then, model the data of consumers' online shopping behavior data and use appropriate statistical models and algorithms for analysis; finally, the online shopping behavior data of consumers are verified to test the validity and credibility of the results.

The results of the analysis: through data tables, charts, reports, demonstrations, etc., the results of consumer behavior research are presented to the e-commerce platform, including the average value, standard deviation, maximum value, minimum value, median value, quartile, etc. of the process, frequency, duration, amount, category, channel, method, etc. of the consumer's online shopping behavior, for example, using association rule analysis, sequence pattern analysis, cluster analysis and other methods to find out the common and special patterns of consumers' online shopping behavior, such as shopping basket analysis, shopping path analysis, shopping preference analysis and so on; the influencing factors of consumers' online shopping behavior, such as using correlation analysis, regression analysis, factor analysis, structural equation model and other methods to find out the main factors affecting consumers' online shopping behavior, such as consumers' personal characteristics, social influence, psychological motivation, environmental stimulation, etc.; the improvement space of consumers' online shopping behavior, such as using predictive analysis, sensitivity analysis, optimization analysis and other methods to predict the future change trend of consumers' online shopping behavior, analyze the impact of different platform improvement schemes on consumers' online shopping behavior, and provide the best platform improvement suggestions and schemes.

Champ Consulting's consumer behavior research provides the following values for e-commerce platforms:

The characteristics and patterns of consumers' online shopping behavior are understood, the laws and characteristics of consumers' online shopping behavior are found, and the basis for the evaluation and optimization of traffic and conversion rate is provided for the e-commerce platform.

Understand the influence factors of consumers' online shopping behavior, found the main factors affecting consumers' online shopping behavior, and provided the basis for the direction and focus of the improvement of traffic and conversion rate for the e-commerce platform.

Understand the improvement space of consumers' online shopping behavior, find the future trend of consumers' online shopping behavior and the optimal platform improvement scheme, and provide the basis for the innovation strategy and competitive advantage of flow and conversion rate for the e-commerce platform.