Objectives of 1. Consumer Research

The goal of consumer research refers to the purpose, scope, object, content and expected results that enterprises should clarify before conducting consumer research. The objectives of consumer research should have the following characteristics:

Clarity: The objectives of consumer research should be specific, clear and unambiguous, avoiding vague, general and vague expressions.

Quantifiable: The objectives of consumer research should have clear quantitative indicators and standards that can be measured and evaluated through data and facts.

Achievable: The goal of consumer research should be in line with the actual situation, taking into account the limitations of resources, time, cost and other factors, not too high or too low.

Meaningful: The goal of consumer research should be consistent with the company's strategic goals, market demand, consumer expectations, etc., and can bring value and benefits to the company.

There are challenges: the goal of consumer research should be difficult and innovative, which can stimulate the enthusiasm and initiative of enterprises and promote the continuous improvement and development of enterprises.

For example, Champu Consulting conducted consumer research for a well-known sneaker brand with the following objectives:

Understand consumers' purchasing behavior, usage habits, preferences and satisfaction with sneaker;

Analysis of consumer demand, awareness and attitudes towards sneaker, as well as the motivations and factors that influence consumer choice;

Explore consumers' mental models and behavioral trajectories of sneaker, as well as consumers' consumption experiences and feelings in different scenarios;

Assess the size, structure, trends and competitiveness of the sneaker market, as well as the brand's position, image and reputation in the market;

Propose product development, channel construction, marketing planning, brand management and other suggestions and programs for consumers and markets.

Methods of 2. Consumer Research

The method of consumer research refers to the technology and tools that companies should use to collect, analyze and present data when conducting consumer research. The method of consumer research should have the following characteristics:

Effective: The method of consumer research should be able to effectively obtain the required information, solve the problems in the research objectives, and achieve the results in the research objectives.

Appropriate: The method of consumer research should be suitable for the goal, scope, object, content and expected results of the research, as well as the resources, time, cost and other conditions of the research, and should not be too complex or simple.

Science: The method of consumer research should conform to scientific principles and norms, follow logical reasoning and evidence support, and avoid subjective bias and misleading.

Diversity: Consumer research methods should be diversified, combining qualitative and quantitative methods, using a variety of data sources and analysis techniques to improve the comprehensiveness and credibility of the research.

For example, Champu Consulting conducted consumer research for a well-known sneaker brand:

Data collection: A variety of data collection methods are used, including:

Literature review: Consult relevant industry reports, market research, consumer research, academic papers and other literature to understand the background, current situation, development and trends of the sneaker market.

Network research: use network platforms, such as questionnaire star, wechat, chattering, etc., to conduct online questionnaire survey on target consumers, and collect data on consumers' basic information, purchasing behavior, usage habits, preferences and satisfaction.

In-depth interviews: conduct in-depth individual interviews with some consumers through telephone, video or face-to-face methods to discuss consumer needs, perceptions and attitudes, as well as the motivations and factors that affect consumer choices.

Focus group: Invite 8-10 consumers to participate in a 1-2 hour group discussion to guide consumers to communicate and share on topics such as sneaker mental models and behavior trajectories, as well as consumers' consumption experiences and feelings in different scenarios.

Field observation: go to sneaker sales terminals, such as specialty stores, department stores, e-commerce platforms, etc., to directly observe and record consumers' purchase process, usage scenarios, feedback opinions, etc.

Data analysis: A variety of data analysis methods are used, including:

Descriptive analysis: organize, classify, summarize and describe the data, calculate the frequency, percentage, average, standard deviation and other statistics of the data, draw tables, charts, distribution and other graphs of the data, and show the basic characteristics and laws of the data.

Exploratory analysis: grouping, sorting, filtering and comparing data, using correlation, regression, clustering, factor and other analytical techniques to explore the relationship and impact of data, and to discover potential patterns and trends in the data.

Explanatory analysis: Inducing, synthesizing, interpreting and evaluating data, using analytical techniques such as hypothesis testing, variance analysis, and significance testing to verify data assumptions andConclusionEvaluate the reliability and validity of the data.

Predictive analytics: Inferring, predicting, optimizing and modeling data, using analytical techniques such as time series, Markov, and neural networks to predict future changes and developments in data, and optimizing data presentation: using a variety of data presentation methods, including:

Text report: in the form of words, according to the logical structure, systematically explain the objectives, methods, processes, results and suggestions of consumer research, highlight the key points and highlights, and provide clear and powerful evidence and arguments.

Graphical reports: use graphical forms, such as bar charts, pie charts, scatter charts, radar charts, etc., to visually display consumer research data and analysis, highlight comparisons and differences, and provide concise and interesting visual effects.

Presentation report: use demonstration forms, such as PPT, video, animation, etc., to vividly display the process and results of consumer research, highlight interaction and experience, and provide attractive and persuasive expressions.

Execution of 3. Consumer Research

The implementation of consumer research refers to the operation process and management norms that enterprises should follow when conducting consumer research. The implementation of consumer research should have the following characteristics:

Plan: The implementation of consumer research should have a clear plan, including research objectives, methods, content, time, personnel, budget, etc., as well as research risks and countermeasures to ensure the smooth progress of the research.

Coordination: The implementation of consumer research should have effective coordination, including the division of labor, communication, and collaboration of the research team, as well as communication, consultation, and feedback with customers, consumers, and partners to ensure the efficient conduct of the research.

Control: the implementation of consumer research should be strictly controlled, including the quality, progress and cost of the research, as well as the supervision, evaluation and improvement of the research, so as to ensure the quality of the research.

Application: The implementation of consumer research should have effective application, including the presentation, dissemination and sharing of research results, as well as the utilization, transformation and implementation of research results, so as to ensure the value of research.

For example, Champu Consulting conducted consumer research for a well-known sneaker brand and its implementation was:

Plan: According to the needs and expectations of customers, Shangpu Consulting has formulated a detailed consumer research plan, including research objectives, methods, content, time, personnel, budget, etc., as well as research risks and countermeasures, which have been recognized and supported by customers.

Coordination: Shangpu Consulting has established a professional consumer research team, including project managers, data analysts, interviewers, observers, etc., to clarify their respective responsibilities and tasks, and maintain good communication and collaboration. At the same time, Shangpu Consulting has maintained close communication and consultation with customers, consumers, partners, etc., to understand and feedback the progress and problems of the research in a timely manner, and to seek and provide solutions.

Control: Shangpu Consulting Company strictly controls the quality, progress and cost of consumer research, and adopts a variety of supervision, evaluation and improvement methods, such as data quality inspection, project progress report, cost accounting, etc., to ensure the high standard and high level of consumer research.

Application: Shangpu Consulting effectively applied the results of consumer research, using a variety of presentation, dissemination, sharing methods, such as text reports, graphic reports, presentation reports, etc., to show customers and related parties the process and results of consumer research, has been recognized and appreciated by customers and related parties. At the same time, Shangpu Consulting Company used the results of consumer research to put forward suggestions and plans for product development, channel construction, marketing planning, brand management, etc. for consumers and the market, helping customers to enhance market competitiveness and brand value.

Conclusion

Consumer research is an effective way for enterprises to understand market demand, consumer behavior, competitive situation, brand image and other important information, and it is also an important basis for making market strategy, product development, marketing planning, brand management and other decisions. This paper discusses the basic principles and practical points of consumer research from the three aspects of objectives, methods and implementation, in order to provide valuable reference and guidance for enterprises. Taking Shangpu Consulting Company as an example, this paper introduces its professional services and successful cases in consumer research, and shows its leading advantages and rich experience in industry research, market research, investment and financing consulting, IPO listing consulting and other fields. Shangpu Consulting is a professional consulting service organization dedicated to providing customers with a full range of consulting solutions to help customers achieve business goals and value. If you have any demand for consumer research or other consulting services, please contact Shangpu Consulting Company, we will serve you wholeheartedly.