Consumer research is an important part of marketing, which can help companies understand consumer needs, preferences, behavior and satisfaction, so as to develop effective marketing strategies. However, consumer research is not an easy task. It requires clear purpose, appropriate methods, adequate preparation, effective execution, rigorous analysis and reasonable application. From a professional point of view, this article introduces you to the six skills of consumer research to make your research more efficient.

Tip 1: Clear research purpose

What is the purpose of consumer research? This is the question you must answer before starting your research. The purpose of consumer research determines what kind of data you collect and how you analyze and use it. If you don't have a clear purpose, you may waste time and resources, collect useless or excessive data, or come up with wrong or invalidConclusion。

For example, Champ Consulting once conducted a consumer survey for an automaker to understand consumers' opinions and willingness to buy new cars. In this research, Champ Consulting identified the following issues:

-What is the consumer's overall impression of the new car?

-What are the car features that consumers are most concerned about?

-What do consumers think of the price and cost performance of the new car?

-Does the consumer have a plan or willingness to buy a new car?

What factors influence consumers' purchasing decisions?

By clarifying these issues, Shangpu Consulting can design research programs in a targeted manner, select appropriate samples, methods and tools, collect effective data, conduct meaningful analysis, and provide valuable suggestions for automakers.

Tip 2: Choose the right method

There are many methods of consumer research, such as questionnaires, in-depth interviews, focus groups, experiments, and observations. Different methods have different advantages and disadvantages and are suitable for different purposes and situations. You should choose the most appropriate method according to your research purpose, data type, data volume, time, cost, feasibility and other factors, or combine multiple methods to improve the efficiency and effectiveness of the research.

For example, Champ Consulting used a combination of questionnaires and in-depth interviews when conducting consumer research for a fast-food company. Questionnaires can collect a large amount of quantitative data, reflecting the general situation and trends of consumers; in-depth interviews can collect a small amount of qualitative data, revealing the deep motivation and feelings of consumers. Through the combination of these two methods, Champ Consulting can fully and deeply understand the needs and behaviors of consumers, and provide richer and more detailed information for FMCT companies.

Tip three: fully prepared

Consumer research is a complex task that requires adequate preparation. You should do the following before starting your research:

-Determine the scope and object of the survey, select the appropriate sample and sampling method, and ensure the representativeness and validity of the sample.

-Design the content and process of the research, prepare a reasonable research plan, arrange the time and place of the research, and allocate the personnel and tasks of the research.

-Make research tools and materials, such as questionnaires, interview guides, recording equipment, gifts, etc., to ensure the quality and quantity of tools and materials, as well as the standard and smooth conduct of research.

-Train research personnel to familiarize them with the purpose, methods, content and process of research, master research skills and precautions, and improve the level and efficiency of research.

For example, Shangpu Consulting has made sufficient preparations when conducting consumer research for an e-commerce platform. Shangpu Consulting determined the scope and object of the survey, selected 1000 consumers who had shopped on the platform as a sample, and adopted a stratified random sampling method to ensure the representativeness and effectiveness of the sample. Champu Consulting designed the content and process of the research, compiled the research plan, arranged the time and place of the research, and assigned the research personnel and tasks. Champ Consulting has produced research tools and materials, such as online questionnaires, telephone interview guides, recording equipment, gift cards, etc., to ensure the quality and quantity of tools and materials, as well as the standardization and smooth conduct of the research. Shangpu Consulting trained research personnel to familiarize them with the purpose, method, content and process of the research, mastered the skills and precautions of the research, and improved the level and efficiency of the research.

Tip four: effective execution

The implementation of consumer research is the key link of research, which directly affects the quality and effect of research. You should pay attention to the following points in the process of conducting research:

Maintain the professionalism and objectivity of the research, avoid guiding or influencing consumers' answers, respect consumers' opinions and privacy, and abide by the ethics and norms of the research.

Maintain the flexibility and sensitivity of the research, adjust the methods and content of the research in a timely manner according to the response and situation of consumers, grasp the key points and pain points of consumers, and deeply explore the needs and behaviors of consumers.

Keep the research interactive and interesting, establish good communication and trust with consumers, stimulate consumers' participation and interest, and improve consumers' response rate and quality.

Maintain the completeness and accuracy of the survey, record and collect all consumer responses and feedback, check and verify the validity and consistency of the data, and avoid data omissions and errors.

For example, when Champ Consulting conducted consumer research for a restaurant chain, it carried out the research effectively. Shangpu Consulting maintains the professionalism and objectivity of the research, does not guide or influence consumers' answers, respects consumers' opinions and privacy, and abides by the ethics and norms of the research. Shangpu consulting has maintained the flexibility and sensitivity of the research. According to the response and situation of consumers, it timely adjusted the research methods and contents, grasped the key points and pain points of consumers, and deeply explored the needs and behaviors of consumers. Shangpu Consulting has maintained the interactivity and interest of the research, established good communication and trust with consumers, stimulated consumers' participation and interest, and improved consumers' response rate and quality. Champ Consulting maintains the completeness and accuracy of the research, records and collects all consumer responses and feedback, checks and verifies the validity and consistency of the data, and avoids data omissions and errors.

Tip five: rigorous analysis

The analysis of consumer research is the core of research, which determines the value and significance of research. You should pay attention to the following points when analyzing the research data:

Use appropriate analytical methods and tools, such as descriptive statistics, inferential statistics, correlation analysis, regression analysis, cluster analysis, factor analysis, etc., according to the type, quantity and quality of the data, select the most suitable analytical methods and tools to improve the effectiveness and credibility of the analysis.

Use reasonable analytical framework and logic, such as SWOT analysis, PEST analysis, Porter's five forces analysis, value chain analysis, blue ocean strategy, etc., according to the purpose, content and background of the research, select the most suitable analytical framework and logic to improve the structure and clarity of the analysis.

Use sufficient analytical evidence and arguments, such as data, charts, citations, cases, etc., according to the topics, opinions andConclusionSelect the strongest analytical evidence and arguments to improve the support and persuasiveness of the analysis.

For example, when Champ Consulting conducted consumer research for a clothing brand, it rigorously analyzed the research data. Champ Consulting uses appropriate analytical methods and tools, such as descriptive statistics, correlation analysis, cluster analysis, etc., and selects the most appropriate analytical methods and tools based on the type, quantity and quality of the data to improve the effectiveness and credibility of the analysis. Champu Consulting uses reasonable analytical frameworks and logic, such as SWOT analysis, value chain analysis, blue ocean strategy, etc., and selects the most appropriate analytical framework and logic according to the purpose, content and background of the research to improve the structure and clarity of the analysis. Champ Consulting uses sufficient analytical evidence and arguments, such as data, charts, citations, cases, etc., based on the topics, views andConclusion, the most powerful analytical evidence and arguments are selected to improve the support and persuasiveness of the analysis.

Skills six: reasonable application

The application of consumer research is the purpose of research, which reflects the practicality and value of research. You should pay attention to the following points when applying the research results:

Translate the results of the research into market strategies, such as product strategies, price strategies, promotion strategies, channel strategies, service strategies, etc., and formulate market strategies that meet consumer needs and behaviors based on the results of the research to improve market competitiveness and efficiency.

Translate the results of the survey into corporate actions, such as product development, brand building, marketing promotion, customer relations, innovation and improvement, etc., and formulate corporate actions that meet corporate goals and resources based on the results of the survey to improve corporate execution and efficiency.

Translate the results of the survey into consumer values, such as product features, price advantages, promotional benefits, channel convenience, service quality, etc., and based on the results of the survey, formulate consumer values that meet consumer expectations and satisfaction to improve consumers Loyalty and reputation.

For example, when Champ Consulting conducted consumer research for a travel company, it reasonably applied the results of the research. Shangpu Consulting transforms the results of the research into market strategies, such as product strategies, price strategies, promotion strategies, etc. Based on the results of the research, it has formulated market strategies that meet consumer needs and behaviors to improve market competitiveness and efficiency. Shangpu Consulting transforms the results of the survey into corporate actions, such as product development, brand building, marketing promotion, etc. Based on the results of the survey, it has formulated corporate actions that meet corporate goals and resources to improve corporate execution and efficiency. Shangpu Consulting converts the results of the survey into consumer values, such as product functions, price advantages, promotional benefits, etc. Based on the results of the survey, it has formulated consumer values that meet consumer expectations and satisfaction to improve consumer loyalty. And reputation.