Concept and Purpose of Consumer Research

Consumer research is a method of collecting, analyzing and interpreting consumer information to understand consumer needs, preferences, behavior and satisfaction. Consumer research is an important part of market research and a basic tool for marketing. The purpose of consumer research is to help companies develop effective market strategies, improve market performance, and achieve market goals.

The information sources of consumer research can be divided into two categories: one is first-hand information, that is, information obtained directly from consumers themselves or people or institutions related to consumers, such as questionnaires, interviews, observations, experiments, etc.; the other is second-hand information, that is, information obtained from existing data or literature, such as statistical data, reports, literature, network, etc. The information types of consumer research can be divided into two categories: one is quantitative information, that is, information that can be described and analyzed by numerical or statistical methods, such as consumer demographic characteristics, purchase behavior, consumption level, etc.; the other is Qualitative information, that is, information that needs to be described and analyzed in language or images, such as consumers' psychological characteristics, consumption motivation, consumption attitude, consumption feelings, etc.

Consumer research methods and processes

There are a variety of methods of consumer research, and depending on the purpose and context, you can choose the appropriate method or combine multiple methods. Commonly used consumer research methods are the following:

Questionnaire survey: by designing a series of questions, issuing or sending questionnaires to target consumers, collecting consumers' answers, and then making statistics and analysis. The advantage of the questionnaire is that it can cover a larger sample, obtain more quantitative information, and is relatively simple and economical to operate; the disadvantage is that it is unable to understand the qualitative information of consumers in depth, which is affected by the questionnaire design and recovery rate, and there may be deviations and errors.

Interviews: Through face-to-face or telephone or online conversations with target consumers, ask consumers questions, collect consumers' answers, and then organize and analyze them. The advantage of interview is that it can deeply understand the qualitative information of consumers, obtain more real and rich data, and have strong adaptability; the disadvantage is that it can not cover larger samples, obtain less quantitative information, and the operation is more complex and time-consuming.

Observation: Through direct or indirect observation of the target consumer's behavior, expression, environment, etc., record the consumer's performance, and then summarize and analyze it. The advantage of observation is that it can intuitively understand the actual situation of consumers, avoid the subjective influence of consumers, and obtain more objective and effective data.

Experiment: Through certain manipulation or intervention on the target consumer, observe the consumer's reaction, and then compare and analyze. The advantage of the experiment is that it can control variables, eliminate interference, obtain more accurate and reliable data, and is suitable for verifying causality; the disadvantage is that it cannot reflect the real situation of consumers, is affected by the design and implementation of the experiment, and may be limited and man-made.

The process of consumer research generally includes the following steps:

Determine the purpose of the survey: clarify the theme, scope, object, content and requirements of the survey, and provide guidance for the design and implementation of the follow-up survey.

Design research plan: select the appropriate research method, formulate the research plan, budget, timetable, personnel division, etc., to provide the basis for the follow-up research implementation and management.

Collect research data: According to the research plan, use questionnaires, interviews, observations, experiments and other methods to obtain the data required for research from first-hand or second-hand information sources to provide materials for subsequent research analysis and interpretation.

Analysis of research data: According to the purpose of the research, the collected data are processed and analyzed by means of statistics, classification, comparison, induction and reasoning, so as to provide a basis for subsequent research reports and recommendations.

Writing research report: according to the results of research and analysis, according to a certain format and structure, write research report, explain the purpose, method, process, results,Conclusions,Recommendations, etc., to provide documentation for subsequent research applications and evaluations.

Application of research results: According to the content of the research report, the results of the research will be applied to the formulation of market strategy, product or service improvement, brand promotion, resource allocation, etc., to provide support for the realization of the company's market performance and goals.

Evaluate the effect of the survey: according to the purpose and requirements of the survey, the effect of the survey is evaluated by using indicators such as satisfaction, benefit and impact, and provides feedback for subsequent research improvement and optimization.

Consumer research applications and cases

Consumer research is widely used in different industries and fields, which can help enterprises solve various market problems and enhance their competitiveness and social responsibility. Here are some consumer research applications and examples of consumer research services provided by Champ Consulting to its clients:

In the automotive industry, consumer research can help companies understand consumers' needs, preferences, and purchase decisions for automobiles, so as to design and produce automotive products that are more in line with consumer expectations, and increase automotive sales and market share. For example, Shangpu Consulting conducted a consumer survey for a world-renowned automaker to understand the attitudes and willingness of consumers in the Chinese market towards electric vehicles and the factors that affect their purchase of electric vehicles. Shangpu Consulting Company adopted the methods of questionnaire survey and interview to deeply understand and analyze the target consumers, and found the main needs and obstacles of consumers, such as cruising range, charging facilities, price, environmental protection awareness, etc., and according to these information, put forward targeted market strategies and suggestions for automobile manufacturers, such as improving the performance and quality of electric vehicles, and strengthening the construction and cooperation of charging network, develop reasonable pricing and promotion strategies, increase consumer environmental education and publicity, etc.

In the catering industry, consumer research can help companies understand consumers' needs, preferences, and consumer behaviors for catering, so as to provide catering products and services that are more in line with consumers' tastes and needs, and improve catering satisfaction and loyalty. For example, Champ Consulting conducted a consumer survey for an internationally renowned fast food chain to understand consumers' perceptions and expectations of the health, novelty, and diversity of fast food, as well as the factors that influence their choice of fast food. Shangpu Consulting Company adopted the methods of observation and experiment, directly and indirectly observed the target consumers, tested and evaluated different fast food products, and found the main preferences and problems of consumers, such as the attention and requirements for the nutrition, hygiene, taste and innovation of fast food, as well as the influence and consideration for the brand, price, convenience and service of fast food, based on this information, the paper puts forward some suggestions for the improvement and optimization of products and services for fast food chain brands, such as increasing the health and freshness of fast food, introducing more new products and specialties, adjusting the pricing and promotion strategy of fast food, and improving the service quality and speed of fast food.

In the education industry, consumer research can help companies understand consumers' needs, preferences, and satisfaction with education, so as to provide educational products and services that are more in line with consumer needs and expectations, and improve the quality and effectiveness of education. For example, Shangpu Consulting conducted a consumer survey for a well-known online education platform in China to understand consumers' attitudes and wishes towards online education and the factors that affect their choice of online education. Shangpu Consulting Company adopted the methods of interview and questionnaire survey to deeply understand and analyze the target consumers, and found the main needs and obstacles of consumers, such as the attention and requirements for the effect, quality, interaction and convenience of online education, as well as the influence and consideration for the price, content, form and trust of online education. According to these information, this paper puts forward targeted market strategies and suggestions for online education platform, such as improving the teaching effect and quality of online education, increasing the interaction and personalization of online education, expanding the diversity of content and form of online education, and establishing the brand and reputation of online education.

The above are some applications and cases of consumer research. It can be seen that consumer research is a very useful and effective method that can help companies understand and meet consumer needs, and enhance their market competitiveness and social responsibility. As a professional market research and consulting company, Shangpu Consulting has rich experience and ability in consumer research. It can provide high-quality consumer research services for enterprises in all walks of life and help enterprises achieve market success and development.