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消费者调研不再难：专家分享调研的流程和工具

2024-07-18 16:59:48 来源：尚普咨询浏览量：0

一、什么是消费者调研？

Consumer research, also known as consumer market research, refers to the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level, etc., and the use of various markets Research techniques and methods are used to study the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use. Consumer research is one of the most basic and major components of consumer goods market research, which is most widely used in the field of market research, including the study of basic consumer characteristics, the study of consumer behavior and the study of consumer motivation. Through these three levels of research, for the relevant industries and enterprises to provide: market segmentation, product positioning, brand management, pricing strategy, new product development, channel construction, advertising, promotional activities, sales forecasting and other behavior theory, data base.

消费者调研的目的是为了了解消费者的需求和期望，从而提供更符合消费者需求的产品和服务，增加消费者的满意度和忠诚度，提高企业的市场竞争力和盈利能力。消费者调研的对象是消费者，即购买和使用产品和服务的个人或组织。消费者调研的范围是消费者在购买和使用产品和服务的过程中所涉及的各个方面，如消费者的特征、动机、态度、行为、感受、反馈等。

二、消费者调研的流程是什么？

The process of consumer research generally includes the following steps:

Identify research objectives: identify the themes, issues, assumptions and expected results of the research, as well as the purpose and value of the research.

Design the research plan: select the appropriate research methods, samples, tools and indicators, as well as the time, place and budget of the research.

Implementation of research activities: collect, record and sort out data according to the research plan.

分析调研数据：运用统计分析、文本分析、图形分析等方法，对数据进行清洗、处理、归纳和解释。

呈现调研结果：根据调研目标和受众，制作调研报告、演示文稿、信息图表等形式，展示调研的主要发现、Conclusionand recommendations.

利用调研结果：根据调研结果，制定或调整市场策略，评估或改进产品和服务，监测或预测市场变化，提升或维护品牌形象等。

三、消费者调研的工具有哪些？

消费者调研的工具可以分为定性分析工具和定量分析工具两大类。定性分析工具主要用于探索消费者的深层需求、动机、态度和感受，获取消费者的心理和情感层面的信息，如焦点小组、深度访谈、投射法、观察法、实验法等。定量分析工具主要用于测量消费者的行为和特征，获取消费者的行为和事实层面的信息，如问卷调查、扫描数据、网页分析、实验设计、数理统计等。

消费者调研的工具的选择应根据调研目标、问题、假设和预期结果而定，一般来说，定性分析工具更适合于探索性的调研，定量分析工具更适合于验证性的调研。同时，不同的工具也有各自的优缺点，如成本、时间、效率、准确性、可靠性、代表性等，因此，应根据实际情况，综合考虑多种因素，选择最合适的工具，或者采用多种工具的组合，以提高调研的质量和效果。

四、消费者调研的案例有哪些？

消费者调研的案例有很多，下面我们选取了尚普咨询公司在消费者调研方面的一些成功的案例，简要介绍其调研的目标、方法、结果和价值。

案例一：某知名家电品牌的消费者满意度调研

调研目标：了解消费者对该品牌的认知、使用和评价，评估消费者的满意度和忠诚度，发现品牌的优势和不足，为品牌的改进和提升提供依据。

调研方法：采用问卷调查的方法，通过网络和电话，对全国范围内的1000名该品牌的用户进行调研，问卷内容包括消费者的基本信息、购买和使用行为、对品牌的认知和态度、对产品的评价和反馈、对服务的评价和反馈、对品牌的忠诚度和推荐意愿等。

调研结果：通过统计分析和图形分析，得出以下几点主要Conclusion:

消费者对该品牌的整体满意度为7.8分，高于行业平均水平（7.2分）。

消费者对该品牌的产品最满意的方面是质量（8.2分）、性能（8.1分）和设计（7.9分），最不满意的方面是价格（6.8分）、创新（7.1分）和环保（7.2分）。

消费者对该品牌的服务最满意的方面是售后（8.0分）、安装（7.9分）和咨询（7.8分），最不满意的方面是配送（6.9分）、促销（7.0分）和投诉（7.1分）。

消费者对该品牌的忠诚度为76%，高于行业平均水平（70%）。其中，重复购买的比例为58%，推荐给他人的比例为18%。

消费者对该品牌的认知和态度主要是品质（82%）、可靠（78%）和专业（76%），较少提及时尚（42%）、创新（38%）和环保（36%）。

调研价值：通过本次调研，该品牌可以了解消费者的满意度和忠诚度的水平和影响因素，发现品牌的优势和不足，为品牌的改进和提升提供依据。具体来说，该品牌可以采取以下几个方面的措施：

在保持产品质量、性能和设计的优势的同时，加大产品的创新和环保的投入，提高产品的附加值和差异化，增加消费者的认知和满意度。

在保持服务售后、安装和咨询的优势的同时，优化服务的配送和投诉的流程，提高服务的效率和质量，增加消费者的满意度和忠诚度。

在保持品牌的品质、可靠和专业的形象的同时，增加品牌的时尚、创新和环保的传播，提高品牌的知名度和美誉度，增加消费者的认知和态度。

案例二：某新兴电商平台的消费者行为调研

调研目标：了解消费者在该平台的购物行为，分析消费者的购物动机、偏好、习惯和障碍，为平台的运营和优化提供指导。

调研方法：采用混合方法，结合定性和定量的调研工具，对全国范围内的2000名该平台的用户进行调研，其中，1000名用户参与了问卷调查，另外1000名用户参与了深度访谈和观察法。问卷内容包括消费者的基本信息、购物频率、购物金额、购物品类、购物渠道、购物动机、购物偏好、购物习惯、购物障碍等。深度访谈和观察法的内容包括消费者的购物过程、购物体验、购物感受、购物反馈等。

调研结果：通过文本分析和图形分析，得出以下几点主要Conclusion:

消费者在该平台的购物频率为每月2.5次，购物金额为每月300元，购物品类主要是服装（48%）、美妆（32%）和数码（20%），购物渠道主要是手机APP（72%）、微信小程序（18%）和网页端（10%）。

消费者在该平台的购物动机主要是价格优惠（68%）、品牌多样（52%）和服务贴心（44%），购物偏好主要是品质保证（76%）、快速配送（64%）和好评多（56%），购物习惯主要是浏览推荐（62%）、搜索关键词（38%）和参考评论（34%），购物障碍主要是商品缺货（42%）、退换货麻烦（36%）和售后不及时（28%）。

消费者在该平台的购物过程一般包括发现需求、寻找商品、比较选择、下单支付、收货评价五个阶段，购物体验主要受到商品信息、平台界面、支付方式、物流服务、售后服务等因素的影响，购物感受主要表现为满意（62%）、一般（28%）和不满意（10%），购物反馈主要体现在重复购买（58%）、推荐给他人（22%）和投诉或建议（12%）。

调研价值：通过本次调研，该平台可以了解消费者的购物行为的特征和规律，分析消费者的购物动机、偏好、习惯和障碍，为平台的运营和优化提供指导。具体来说，该平台可以采取以下几个方面的措施：

在保持价格优惠、品牌多样和服务贴心的优势的同时，增加商品的库存和种类，满足消费者的多样化需求，减少商品缺货的情况，提高消费者的购物动机。

在保持品质保证、快速配送和好评多的优势的同时，优化商品的信息和图片，提高商品的真实性和吸引力，增加消费者的信任和喜爱，提高消费者的购物偏好。

在保持浏览推荐、搜索Keywords和参考评论的习惯的同时，增加商品的筛选和排序功能，提高商品的可检索性和可比较性，方便消费者的寻找和选择，提高消费者的购物习惯。

在保持商品信息、平台界面、支付方式、物流服务、售后服务的影响的同时，简化退换货的流程，提高售后的及时性和有效性，解决消费者的购物问题和困扰，提高消费者的购物体验和感受。

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