1. Introduction

Consumer research is an important means for consumer goods and retailers to understand market demand, evaluate the effectiveness of products and services, and formulate marketing strategies. Through consumer research, companies can collect and analyze data on consumers' basic information, consumption concepts, shopping behaviors, lifestyles, interests and values, so as to gain insight into consumers' needs and preferences, discover market opportunities and challenges, and optimize The design and provision of products and services enhance brand awareness and loyalty, and enhance the competitiveness and profitability of enterprises.

However, with the rapid changes in consumer behavior and preferences, as well as the emergence of new technologies and new channels, traditional consumer research methods and tools have been difficult to adapt to the complex and changing market environment and need to be optimized and improved. On the one hand, consumer needs and expectations are becoming more and more diverse and personalized, consumer feedback and evaluation are becoming more and more real-time and multi-dimensional, and consumer behavior and data are becoming more and more fragmented and private, which is important for consumer research. The comprehensiveness and accuracy of the company put forward higher requirements. On the other hand, consumers' channel selection and use are becoming more and more diverse and flexible, consumer participation and interaction are becoming more and more active and frequent, and consumer experience and satisfaction are becoming more and more important and influential. This is important for consumer research. Efficiency and interactivity put forward higher requirements.

Therefore, the optimization and improvement of consumer research is an urgent need and important issue for consumer goods and retail enterprises in the current market environment. Based on many years of market research experience of Shangpu Consulting, combined with the latest consumer insights and market trends, this paper puts forward the following suggestions for the optimization and improvement of consumer research, hoping to provide useful reference and enlightenment for consumer goods and retail enterprises.

Improve the comprehensiveness and accuracy of consumer research 2. using multiple data sources and analysis methods

The purpose of consumer research is to obtain the real needs and preferences of consumers, as well as the real feedback and evaluation of products and services. However, consumer needs and preferences are often implicit, dynamic, and multi-level, and consumer feedback and evaluation are often subjective, emotional, and multi-dimensional. Therefore, a single data source and analysis method is often difficult to capture and interpret the true psychology and behavior of consumers, which can easily lead to deviations and errors in the results of consumer research, affecting the quality and effectiveness of consumer research.

In order to improve the comprehensiveness and accuracy of consumer research, we recommend that consumer goods and retail enterprises adopt a variety of data sources and analysis methods to collect and analyze consumer data from different angles and dimensions, so as to obtain more comprehensive and accurate consumer insights. Specifically, we recommend that consumer goods and retail businesses:

Combining quantitative and qualitative data sources, we should not only pay attention to the number and scale of consumers, but also pay attention to the quality and depth of consumers. Quantitative data sources include questionnaires, transaction data, behavioral data, etc., which can reflect the basic information of consumers, consumption level, purchase frequency, shopping channels, etc., and can be used to describe and compare the overall characteristics and differences of consumers. Qualitative data sources include interviews, observations, experiments, cases, etc., which can reflect the consumer's consumption concept, shopping motivation, purchase process, use experience and other aspects of the data, can be used to explain and understand the consumer's internal motivation and behavior logic.

Combining active and passive data sources, we should not only pay attention to the self-expression of consumers, but also pay attention to the actual behavior of consumers. Active data sources include data provided by consumers, such as questionnaires, interviews, comments, feedback, etc., which can reflect consumers' opinions and evaluations and can be used to understand consumer satisfaction and loyalty. Passive data sources include data that consumers are unconscious or beyond their control, such as transaction data, behavioral data, physiological data, neural data, etc., which can reflect consumer behavior and reactions and can be used to understand consumer preferences and choices.

Combining online and offline data sources, we should pay attention to both the digital footprint of consumers and the physical experience of consumers. Online data sources include data generated by consumers on the Internet, mobile devices, social media and other platforms, such as search data, browsing data, click data, sharing data, etc., which can reflect consumers' information acquisition, decision-making process, social influence, etc., and can be used to understand consumers' digital behavior and preferences. Offline data sources include data generated by consumers in physical stores, shopping malls, communities and other places, such as store-to-store data, purchase data, experience data, word-of-mouth data, etc., which can reflect consumers' actual needs, consumption ability, use effect, recommend willingness and other aspects of data, and can be used to understand consumers' physical behavior and preferences.

Improve the efficiency and interactivity of consumer research 3. the use of new technologies and new channels

The purpose of consumer research is to establish effective communication and contact with consumers, as well as to provide valuable information and services. However, as consumers' channel choices and uses become more and more diverse and flexible, and consumers' participation and interaction become more and more active and frequent, traditional consumer research methods and methods have been difficult to adapt to the efficient and interactive market environment. Need to be optimized and improved. On the one hand, consumers' time and attention are becoming more and more limited and scattered, consumers' feedback and evaluation are becoming more and more real-time and instant, and consumers' experience and satisfaction are becoming more and more important and influential, which puts forward higher requirements for the efficiency and timeliness of consumer research. On the other hand, the personality and differences of consumers are becoming more and more obvious and prominent, the needs and expectations of consumers are becoming more and more diversified and personalized, and the value and contribution of consumers are becoming more and more significant and important. This is the interaction of consumer research. And personalization puts forward higher requirements.

In order to improve the efficiency and interactivity of consumer research, we recommend that consumer goods and retail companies use new technologies and new channels to communicate and connect with consumers from different angles and dimensions, so as to provide more efficient and interactive consumer research. Specifically, we recommend that consumer goods and retail businesses:

Use artificial intelligence and big data technology to improve the automation and intelligence of consumer research. Artificial intelligence and big data technology can help consumer goods and retail companies automatically collect and analyze massive amounts of consumer data, thereby improving the efficiency and accuracy of consumer research. For example, using natural language processing and machine learning technology, questionnaires and interviews for consumer research can be automatically generated and optimized to improve the quality and effectiveness of consumer research. Using image recognition and deep learning technology, consumer behavior and reactions can be automatically identified and analyzed, thereby improving the sensitivity and real-time of consumer research. With data mining and predictive analytics, consumer patterns and trends can be automatically discovered and interpreted to improve the insight and impact of consumer research.

Use mobile devices and social media to improve the convenience and breadth of consumer research. Mobile devices and social media can help consumer goods and retail companies communicate and connect with consumers anytime, anywhere, thereby improving the timeliness and coverage of consumer research. For example, mobile devices such as mobile phones, tablets and smart watches can be used to realize mobile and wireless consumer research, thereby improving the flexibility and convenience of consumer research. The use of social media such as WeChat, Weibo, and Douyin can realize the socialization and sharing of consumer research, thereby improving the dissemination and participation of consumer research.

Improve the authenticity and experience of consumer research with virtual reality and augmented reality. Virtual reality and augmented reality can help consumer goods and retail companies simulate and enhance the real-world scenarios and experiences of consumers, thereby improving the authenticity and experience of consumer research. For example, virtual reality technology can be used to create and display consumer virtual scenes and experiences, thereby improving the innovation and attractiveness of consumer research. Using augmented reality technology, real scenes and experiences of consumers can be added and modified to improve the interactivity and feedback of consumer research.

By using new technologies and new channels, consumer goods and retail companies can provide more efficient and interactive consumer research, so as to better communicate and connect with consumers and provide valuable information and services.

4. according to the channel preference and feedback intention of consumers, improve the participation and satisfaction of consumer research

The purpose of consumer research is to increase consumer loyalty and willingness to recommend, as well as enhance brand awareness and influence. However, as the individuality and differences of consumers become more and more obvious and prominent, and the needs and expectations of consumers become more and more diverse and personalized, traditional consumer research methods and methods have been difficult to adapt to the diverse and personalized market environment., Need to be optimized and improved. On the one hand, consumers' channel preferences and usage habits are becoming more and more different and changeable, consumers' feedback methods and content are becoming more and more diverse and rich, and consumers' participation motives and behaviors are becoming more and more complex and diverse. The participation and effectiveness of research put forward higher requirements. On the other hand, the value and contribution of consumers are becoming more and more significant and important, the rights and interests of consumers and respect are more and more concerned and valued, and the rewards and incentives of consumers are more and more expected and needed, which puts forward higher requirements for the satisfaction and influence of consumer research.

In order to improve the participation and satisfaction of consumer research, we suggest that consumer goods and retail enterprises motivate and reward consumers from different angles and dimensions according to consumers' channel preferences and feedback willingness, so as to improve the participation and satisfaction of consumer research. Specifically, we recommend that consumer goods and retail businesses:

According to the consumer's channel preference, choose the appropriate consumer research channels and methods, so as to improve the convenience and comfort of consumer research. Consumer channel preference refers to the channels and methods that consumers tend to choose and use when conducting consumer research, such as online or offline, active or passive, single or multiple, etc. Consumers' channel preferences are often influenced by consumers' personal characteristics, consumption scenarios, consumption purposes and other factors, and different consumers may have different channel preferences. Therefore, consumer goods and retail enterprises should choose appropriate consumer research channels and methods according to consumers' channel preferences, so as to improve the convenience and comfort of consumer research. For example, for consumers who like online channels, consumer research can be conducted through e-mail, text messages, web pages, etc.; for consumers who like offline channels, consumer research can be conducted through telephone, face-to-face, physical cards, etc.; For consumers who like active channels, consumer research can be conducted through comments, feedback, voting, etc.; for consumers who like passive channels, consumer research can be conducted by scanning codes, touching, voice control, etc.; for consumers who like a single channel, consumer research can be conducted through a unified channel and method; for consumers who like multiple channels, consumer research can be conducted through a variety of channels and methods.

According to the feedback willingness of consumers, choose the appropriate content and form of consumer research, so as to improve the interest and effectiveness of consumer research. Consumers' willingness to feedback refers to the content and forms that consumers tend to provide and accept when conducting consumer research, such as simple or complex, direct or indirect, positive or negative, etc. Consumers' willingness to feedback is often affected by consumers' psychological state, consumer emotion, consumer satisfaction and other factors, and different consumers may have different willingness to feedback. Therefore, consumer goods and retail enterprises should choose the appropriate content and form of consumer research according to the feedback wishes of consumers, so as to improve the interest and effectiveness of consumer research. For example, for consumers who like simple content, consumer research can be conducted through single selection, multiple selection, scoring, etc.; for consumers who like complex content, consumer research can be conducted through fill-in-the-blank, question and answer, sorting, etc.; for consumers who like direct content, consumer research can be conducted through right and wrong, right and wrong, good and bad, etc.; for consumers who like indirect content, consumer research can be conducted through comparison, reasoning, association, etc.; for consumers who like positive content, consumer research can be conducted through praise, encouragement, and rewards; for consumers who like negative content, consumer research can be conducted through criticism, suggestions, and improvement.

According to the value and contribution of consumers, choose the appropriate consumer research rewards and incentives, so as to improve the gratitude and return of consumer research. The value and contribution of consumers refers to the value and contribution that consumers bring to the enterprise when conducting consumer research, such as information value, participation value, recommend value, etc. The value and contribution of consumers are often affected by consumers' consumption level, consumption frequency, consumption loyalty and other factors. Different consumers may have different values and contributions. Therefore, consumer goods and retail enterprises should choose appropriate consumer research rewards and incentives according to the value and contribution of consumers, so as to improve the gratitude and return of consumer research. For example, for consumers who provide high-value information, consumer research rewards can be carried out through cash, coupons, points, etc.; for consumers who participate in high-frequency times, consumer research rewards can be carried out through membership, lottery, gifts, etc.; For consumers recommend high influence, consumer research rewards can be carried out through authentication, promotion, cooperation, etc.

By selecting appropriate consumer research channels, content, and rewards based on consumers' channel preferences and feedback willingness, consumer goods and retail companies can increase consumer research participation and satisfaction, thereby increasing consumer loyalty and willingness to recommend, Enhance brand awareness and influence.

5. according to the needs and expectations of consumers, improve the value and influence of consumer research

The purpose of consumer research is to provide valuable information and services, as well as to enhance the competitiveness and profitability of enterprises. However, as consumers' needs and expectations become more and more diversified and personalized, and consumers' values and contributions become more and more significant and important, traditional consumer research methods and methods have been difficult to adapt to the diverse and individual market environment., Need to be optimized and improved. On the one hand, the needs and expectations of consumers are not only to meet the basic functions and quality, but also to pursue higher levels and dimensions, such as emotion, society, self, etc., which puts forward higher requirements for the value and depth of consumer research. On the other hand, the value and contribution of consumers is not only to provide basic information and feedback, but also to participate in higher levels and dimensions, such as innovation, collaboration, sharing, etc., which puts forward higher requirements for the impact and breadth of consumer research.

In order to improve the value and influence of consumer research, we suggest that consumer goods and retail enterprises provide valuable information and services from different angles and dimensions according to the needs and expectations of consumers, so as to improve the value and influence of consumer research. Specifically, we recommend that consumer goods and retail businesses:

According to the needs of consumers, provide valuable information and services, so as to improve the satisfaction and loyalty of consumer research. Consumer demand refers to the effect and experience that consumers hope to get when purchasing and using products and services, such as function, quality, price, safety, convenience, comfort, beauty, etc. The needs of consumers are often affected by factors such as consumers' personal characteristics, consumption scenarios, and consumption purposes. Different consumers may have different needs. Therefore, consumer goods and retail enterprises should provide valuable information and services according to the needs of consumers, so as to improve the satisfaction and loyalty of consumer research. For example, for consumers with functional requirements, they can provide functional introductions and instructions for use of products and services, thereby improving the practicability and effectiveness of consumer research; for consumers with quality requirements, they can provide quality assurance of products and services And after-sales service, thereby improving the trust and security of consumer research; for consumers with price requirements, can provide products and services price advantages and discounts and other ways to conduct consumer research preferential and economical.

According to the expectations of consumers, provide valuable information and services, so as to improve the satisfaction and recommend of consumer research. Consumer expectation refers to the effect and experience that consumers expect when purchasing and using products and services, such as emotion, society, self, etc. Consumers' expectations are often affected by consumers' psychological needs, consumption value, consumption culture and other factors. Different consumers may have different expectations. Therefore, consumer goods and retail enterprises should provide valuable information and services according to the expectations of consumers, so as to improve the satisfaction and recommend of consumer research. For example, for consumers with emotional expectations, they can provide the emotional value and emotional connection of products and services, thereby improving the warmth and intimacy of consumer research; for consumers with social expectations, they can provide the social value of products and services And social identity, thereby improving the attribution and respect of consumer research; for consumers with self-expectations, they can provide self-value and self-realization of products and services, so as to improve the achievement and pride of consumer research.

By providing valuable information and services based on consumer needs and expectations, consumer goods and retail companies can increase the value and impact of consumer research, thereby increasing their competitiveness and profitability.

6. Conclusion

Consumer research is an important means for consumer goods and retailers to understand market demand, evaluate the effectiveness of products and services, and formulate marketing strategies. However, with the rapid changes in consumer behavior and preferences, as well as the emergence of new technologies and new channels, traditional consumer research methods and tools have been difficult to adapt to the complex and changing market environment and need to be optimized and improved. Based on many years of market research experience of Shangpu Consulting, combined with the latest consumer insights and market trends, this paper puts forward the following suggestions for optimization and improvement of consumer research:

Adopt multiple data sources and analysis methods to improve the comprehensiveness and accuracy of consumer research;

Use new technologies and new channels to improve the efficiency and interactivity of consumer research;

According to the channel preference and feedback willingness of consumers, improve the participation and satisfaction of consumer research;

According to the needs and expectations of consumers, improve the value and influence of consumer research.

We hope that these suggestions can provide useful reference and enlightenment for consumer goods and retail enterprises, help them better understand and meet the needs and expectations of consumers, enhance the competitiveness and influence of products and services, and enhance the competitiveness and profitability of enterprises.