1. what is consumer research?

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.

The purpose of consumer research is to understand the needs and expectations of consumers, so as to provide products and services that are more in line with consumer needs, increase consumer satisfaction and loyalty, and improve the market competitiveness and profitability of enterprises. Consumer research is aimed at consumers, I .e. individuals or organizations that purchase and use products and services. The scope of consumer research is all aspects involved in the process of purchasing and using products and services, such as consumer characteristics, motivation, attitude, behavior, feelings, feedback, etc.

What is the process of 2. consumer research?

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.

Analysis of research data: the use of statistical analysis, text analysis, graphical analysis and other methods, the data cleaning, processing, induction and interpretation.

Presentation of research results: according to the research objectives and audience, the production of research reports, presentations, infographics and other forms, showing the main findings of the research,Conclusionand recommendations.

Use research results: based on research results, formulate or adjust market strategies, evaluate or improve products and services, monitor or predict market changes, enhance or maintain brand image, etc.

What are the tools for 3. consumer research?

The tools of consumer research can be divided into two categories: qualitative analysis tools and quantitative analysis tools. Qualitative analysis tools are mainly used to explore the deep needs, motivations, attitudes and feelings of consumers, and to obtain information on the psychological and emotional levels of consumers, such as focus groups, in-depth interviews, projection methods, observation methods, and experimental methods. Quantitative analysis tools are mainly used to measure consumer behavior and characteristics, to obtain consumer behavior and factual information, such as questionnaires, scan data, web analysis, experimental design, mathematical statistics and so on.

The choice of tools for consumer research should be based on research objectives, questions, assumptions and expected results, and in general, qualitative analysis tools are more suitable for exploratory research and quantitative analysis tools are more suitable for confirmatory research. At the same time, different tools also have their own advantages and disadvantages, such as cost, time, efficiency, accuracy, reliability, representativeness, etc. Therefore, the most suitable tool should be selected according to the actual situation and comprehensive consideration of various factors, or a combination of multiple tools should be used to improve the quality and effect of research.

What are some examples of 4. consumer research?

There are many cases of consumer research. Below we select some successful cases of Shangpu Consulting Company in consumer research, and briefly introduce the objectives, methods, results and values of its research.

Case 1: Consumer satisfaction survey of a well-known home appliance brand

Research objectives: to understand consumers' cognition, use and evaluation of the brand, to evaluate consumers' satisfaction and loyalty, to find out the advantages and disadvantages of the brand, and to provide the basis for the improvement and promotion of the brand.

Research method: using the method of questionnaire survey, through the network and telephone, 1000 users of the brand in the whole country were investigated. The contents of the questionnaire include consumers' basic information, purchase and use behavior, brand cognition and attitude, product evaluation and feedback, service evaluation and feedback, brand loyalty and recommend intention, etc.

Research results: Through statistical analysis and graphical analysis, the following points are obtained.Conclusion:

Overall consumer satisfaction with the brand was 7.8, higher than the industry average (7.2).

Consumers are most satisfied with the brand's products in terms of quality (8.2 points), performance (8.1 points) and design (7.9 points), while the least satisfied are price (6.8 points), innovation (7.1 points) and environmental protection (7.2 points).

Consumers are most satisfied with the brand's service after-sales (8.0 points), installation (7.9 points) and consultation (7.8 points), and the least satisfied are distribution (6.9 points), promotion (7.0 points) and complaints (7.1 points).

Consumer loyalty to the brand is 76%, higher than the industry average (70%). Among them, the proportion of repeat purchases is 58%, and the proportion of recommend to others is 18%.

Consumers' perceptions and attitudes towards the brand are mainly quality (82%), reliability (78%) and professionalism (76%), with less mention of fashion (42%), innovation (38%) and environmental protection (36%).

Research value: through this research, the brand can understand the level and influencing factors of consumer satisfaction and loyalty, find out the advantages and disadvantages of the brand, and provide the basis for the improvement and promotion of the brand. Specifically, the brand can take the following measures:

While maintaining the advantages of product quality, performance and design, we should increase investment in product innovation and environmental protection, improve the added value and differentiation of products, and increase consumer awareness and satisfaction.

While maintaining the advantages of service after-sales, installation and consulting, optimize the service distribution and complaint process, improve the efficiency and quality of service, and increase consumer satisfaction and loyalty.

While maintaining the quality, reliable and professional image of the brand, increase the spread of brand fashion, innovation and environmental protection, improve brand awareness and reputation, and increase consumer awareness and attitude.

Case 2: Consumer Behavior Research on an Emerging E-commerce Platform

Research objective: to understand consumers' shopping behavior on the platform, analyze consumers' shopping motives, preferences, habits and obstacles, and provide guidance for the operation and optimization of the platform.

Research method: Using a hybrid method, combined with qualitative and quantitative research tools, 2000 users of the platform nationwide were surveyed, of which 1000 users participated in the questionnaire survey, and the other 1000 users participated in in-depth interviews and observation methods. The questionnaire includes basic information of consumers, shopping frequency, shopping amount, shopping category, shopping channel, shopping motivation, shopping preference, shopping habit, shopping obstacle, etc. In-depth interviews and observations include the consumer's shopping process, shopping experience, shopping experience, shopping feedback and so on.

Research results: Through text analysis and graphical analysis, the following main points are obtained.Conclusion:

The shopping frequency of consumers on the platform is 2.5 times per month, and the shopping amount is 300 yuan per month. The shopping categories are mainly clothing (48%), beauty makeup (32%) and digital (20%). The shopping channels are mainly mobile phone APP(72%), WeChat applet (18%) and web page (10%).

Consumers' shopping motives on the platform are mainly price concessions (68%), brand diversity (52%) and considerate service (44%). Their shopping preferences are mainly quality assurance (76%), fast delivery (64%) and favorable comments (56%). Their shopping habits are mainly browsing recommend (62%) and searching.Key words (38%)And reference comments (34%), shopping obstacles are mainly goods out of stock (42%), return trouble (36%) and untimely after-sales (28%).

The shopping process of consumers on the platform generally includes five stages: finding demand, looking for goods, comparing choices, placing orders and paying for goods, and receiving and evaluating goods. The shopping experience is mainly affected by factors such as commodity information, platform interface, payment method, logistics service, after-sales service, etc. The shopping experience is mainly shown as satisfaction (62%), general (28%) and dissatisfaction (10%), shopping feedback is mainly reflected in repeat purchases (58%), recommend to others (22%) and complaints or suggestions (12%).

Research value: Through this research, the platform can understand the characteristics and laws of consumers' shopping behavior, analyze consumers' shopping motives, preferences, habits and obstacles, and provide guidance for the operation and optimization of the platform. Specifically, the platform can take the following measures:

While maintaining the advantages of preferential prices, diverse brands and considerate services, we should increase the inventory and types of goods to meet the diversified needs of consumers, reduce the shortage of goods, and improve consumers' shopping motivation.

While maintaining the advantages of quality assurance, fast distribution and high praise, optimize the information and pictures of the goods, improve the authenticity and attractiveness of the goods, increase the trust and love of consumers, and improve the shopping preferences of consumers.

Keep browsing recommend, searchKeywordsAnd the habit of reference reviews at the same time, increase the screening and sorting function of goods, improve the retrievability and comparability of goods, facilitate consumers' search and selection, and improve consumers' shopping habits.

While maintaining the influence of commodity information, platform interface, payment method, logistics service and after-sales service, we should simplify the process of return and exchange, improve the timeliness and effectiveness of after-sales, solve the shopping problems and problems of consumers, and improve the shopping experience and feelings of consumers.