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消费者调研的实操指南：专家带你走进调研现场

2024-07-18 16:59:50 来源：尚普咨询浏览量：0

一、消费者调研的基本概念

消费者调研（Consumer Research）是指通过收集、分析和解释消费者相关的数据和信息，以了解消费者的特征、需求、偏好、行为和满意度，从而为市场营销的决策提供依据的过程。消费者调研是市场营销的核心环节，它可以帮助企业：

识别和划分目标市场和目标消费者

设计和开发适合消费者的产品和服务

制定和执行有效的价格、促销和分销策略

评估和改进市场营销的效果和效率

预测和应对市场的变化和竞争

消费者调研的对象是消费者，即那些购买或使用产品和服务的个人或组织。消费者可以分为最终消费者（Final Consumer）和中间消费者（Intermediate Consumer）。最终消费者是指为了满足自身的需要和欲望而购买或使用产品和服务的个人或家庭，例如购买手机、衣服、食物等。中间消费者是指为了生产或销售其他产品和服务而购买或使用产品和服务的组织，例如购买原材料、设备、办公用品等。

消费者调研的内容是消费者相关的数据和信息，主要包括：

消费者的特征，例如年龄、性别、收入、教育、职业、地域、文化、生活方式等

消费者的需求，即消费者购买或使用产品和服务的动机和目的，例如功能、品质、价格、便利、安全、美观、情感、社会、自我实现等

消费者的偏好，即消费者对不同的产品和服务的喜好和选择，例如品牌、款式、颜色、口味、包装、服务等

消费者的行为，即消费者在购买或使用产品和服务的过程中的实际行为，例如购买频率、购买量、购买渠道、购买时机、购买场景、购买方式、使用方法、使用效果、使用反馈等

消费者的满意度，即消费者对购买或使用产品和服务的结果的评价和感受，例如满意、不满意、忠诚、抱怨、推荐、转换等

消费者调研的方法是收集、分析和解释消费者相关的数据和信息的技术和工具，主要包括：

消费者调研的数据来源，即获取消费者相关的数据和信息的渠道和方式，例如内部数据、外部数据、一手数据、二手数据等

消费者调研的数据类型，即消费者相关的数据和信息的形式和特征，例如定性数据、定量数据、主观数据、客观数据、描述性数据、因果性数据等

消费者调研的数据收集方法，即从消费者调研的数据来源中获取消费者调研的数据类型的技术和工具，例如观察法、实验法、调查法、访谈法、焦点小组法、案例分析法、文献分析法、内容分析法、网路分析法等

消费者调研的数据分析方法，即对收集到的消费者调研的数据类型进行处理和归纳的技术和工具，例如统计分析法、因子分析法、聚类分析法、判别分析法、回归分析法、相关分析法、协方差分析法、方差分析法、假设检验法、结构方程模型法等

消费者调研的数据解释方法，即对分析得到的消费者调研的数据类型进行解读和推断的技术和工具，例如逻辑推理法、归纳推理法、演绎推理法、类比推理法、假设推理法、启发式推理法、系统动力学法、情景分析法、敏感度分析法、风险分析法等

消费者调研的步骤是按照一定的逻辑和顺序进行消费者调研的过程，一般包括以下五个步骤：

第一步，确定消费者调研的目的，即明确消费者调研的背景、问题、目标和范围，例如为了了解某个市场的消费者需求和偏好，以便开发新产品或改进现有产品

第二步，设计消费者调研的方案，即根据消费者调研的目的，选择合适的消费者调研的方法，制定详细的消费者调研的计划和预算，例如选择使用调查法和实验法，制定调查问卷和实验设计，确定样本大小和抽样方法，安排数据收集和分析的时间和人员，估算消费者调研的成本和收益

第三步，执行消费者调研的方案，即按照消费者调研的方案，实际进行消费者调研的数据收集和分析，例如通过电话、邮件、网络、面对面等方式，向目标消费者发送调查问卷和进行实验，收集消费者的回答和反应，使用统计软件和分析模型，对收集到的数据进行清洗、整理、描述、推断和检验

第四步，报告消费者调研的结果，即根据消费者调研的目的，将消费者调研的数据分析的结果，以文字、图表、表格等形式，汇总、归纳、总结和展示，例如编写消费者调研的报告，包括消费者调研的目的、方案、过程、结果、Conclusion和建议，使用柱状图、饼图、散点图、折线图等方式，显示消费者的特征、需求、偏好、行为和满意度等指标和关系

第五步，应用消费者调研的结果，即根据消费者调研的报告，将消费者调研的Conclusion和建议，转化为市场营销的决策和行动，例如根据消费者的需求和偏好，开发新产品或改进现有产品，根据消费者的行为和满意度，制定价格、促销和分销策略，根据消费者的反馈和评价，评估和改进市场营销的效果和效率

二、消费者调研的实操案例

为了更好地理解和掌握消费者调研的实操方法，我们以尚普咨询公司为例，介绍一些消费者调研的实际项目和过程。尚普咨询公司是一家专业的市场营销咨询公司，为各行各业的客户提供消费者调研、市场分析、市场策略、品牌管理等服务。以下是尚普咨询公司的一些消费者调研的案例：

案例一：为某快消品公司进行消费者需求和偏好的调研

某快消品公司是一家生产和销售洗发水、沐浴露、护发素等个人护理产品的公司，想要了解中国市场的消费者对其产品的需求和偏好，以便开发新产品或改进现有产品。该公司委托尚普咨询公司进行消费者调研，尚普咨询公司按照以下步骤进行：

第一步，确定消费者调研的目的，即了解中国市场的消费者对洗发水、沐浴露、护发素等个人护理产品的需求和偏好，包括功能、品质、价格、包装、香味、成分等方面

第二步，设计消费者调研的方案，即选择使用调查法和访谈法，制定调查问卷和访谈指南，确定样本为1000名城市消费者，采用分层随机抽样的方法，安排数据收集和分析的时间为一个月，估算消费者调研的成本为10万元

第三步，执行消费者调研的方案，即通过网络和电话，向目标消费者发送调查问卷和进行访谈，收集消费者的回答和意见，使用SPSS软件和因子分析法、聚类分析法、判别分析法等，对收集到的数据进行清洗、整理、描述、推断和检验

第四步，报告消费者调研的结果，即编写消费者调研的报告，包括消费者调研的目的、方案、过程、结果、Conclusion和建议，使用柱状图、饼图、散点图、折线图等方式，显示消费者的需求和偏好的指标和关系，例如：

消费者对洗发水、沐浴露、护发素等个人护理产品的需求主要有四个方面，分别是清洁、滋润、修复和防护，其中清洁和滋润是基本需求，修复和防护是增值需求

消费者对洗发水、沐浴露、护发素等个人护理产品的偏好主要有四个方面，分别是品质、价格、包装和香味，其中品质和价格是核心偏好，包装和香味是附加偏好

消费者对洗发水、沐浴露、护发素等个人护理产品的需求和偏好可以分为四个类型，分别是高端型、经济型、时尚型和自然型，其中高端型消费者注重修复和防护功能，偏好高品质和高价格的产品，经济型消费者注重清洁和滋润功能，偏好低品质和低价格的产品，时尚型消费者注重包装和香味，偏好新颖和个性的产品，自然型消费者注重成分和安全，偏好天然和健康的产品

消费者对洗发水、沐浴露、护发素等个人护理产品的需求和偏好与其特征有一定的关系，例如年龄、性别、收入、教育等，其中年轻、女性、高收入、高教育的消费者更倾向于高端型和时尚型，而老年、男性、低收入、低教育的消费者更倾向于经济型和自然型

第五步，应用消费者调研的结果，即根据消费者调研的报告，为快消品公司提供以下建议：

根据消费者的需求和偏好，开发或改进洗发水、沐浴露、护发素等个人护理产品，例如增加修复和防护功能，提高品质和安全性，改善包装和香味，降低成本和价格等

根据消费者的类型，制定不同的市场策略，例如针对高端型消费者，采用高端定位和高价策略，强调产品的功能和品质，使用专业和权威的营销传播，利用高档的分销渠道，针对经济型消费者，采用低端定位和低价策略，强调产品的性价比和实用性，使用简单和直接的营销传播，利用大众的分销渠道，针对时尚型消费者，采用时尚定位和中价策略，强调产品的新颖和个性，使用创意和感性的营销传播，利用网络和社交媒体的分销渠道，针对自然型消费者，采用自然定位和中高价策略，强调产品的天然和健康，使用真诚和信任的营销传播，利用绿色和有机的分销渠道

根据消费者的特征，划分目标市场和目标消费者，例如针对年轻、女性、高收入、高教育的消费者，重点开发和推广高端型和时尚型的产品，针对老年、男性、低收入、低教育的消费者，重点开发和推广经济型和自然型的产品

案例二：为某电商平台进行消费者行为和满意度的调研

某电商平台是一家提供网上购物、团购、拼单、秒杀、优惠券等服务的公司，想要了解中国市场的消费者对其平台的行为和满意度，以便制定和执行有效的市场策略。该公司委托尚普咨询公司进行消费者调研，尚普咨询公司按照以下步骤进行：

第一步，确定消费者调研的目的，即了解中国市场的消费者对电商平台的行为和满意度，包括购买频率、购买量、购买渠道、购买时机、购买场景、购买方式、使用方法、使用效果、使用反馈等方面

第二步，设计消费者调研的方案，即选择使用观察法和实验法，制定观察指标和实验设计，确定样本为10000名注册用户，采用分层随机抽样的方法，安排数据收集和分析的时间为三个月，估算消费者调研的成本为30万元

第三步，执行消费者调研的方案，即通过网络和手机，向目标用户发送观察请求和进行实验，收集用户的行为和反应，使用Python软件和回归分析法、相关分析法、协方差分析法等，对收集到的数据进行清洗、整理、描述、推断和检验

第四步，报告消费者调研的结果，即编写消费者调研的报告，包括消费者调研的目的、方案、过程、结果、Conclusion和建议，使用柱状图、饼图、散点图、折线图等方式，显示用户的行为和满意度的指标和关系，例如：

用户对电商平台的行为主要有四个方面，分别是购买、团购、拼单和秒杀，其中购买是最常见的行为，团购和拼单是较新的行为，秒杀是较少的行为

用户对电商平台的满意度主要有四个方面，分别是产品、价格、服务和体验，其中产品和价格是最重要的满意度，服务和体验是次要的满意度

用户对电商平台的行为和满意度有一定的关系，例如购买行为与产品满意度呈正相关，团购行为与价格满意度呈正相关，拼单行为与服务满意度呈正相关，秒杀行为与体验满意度呈正相关

用户对电商平台的行为和满意度与其特征有一定的关系，例如年龄、性别、收入、教育等，其中年轻、女性、高收入、高教育的用户更倾向于团购、拼单和秒杀等新颖和刺激的行为，而老年、男性、低收入、低教育的用户更倾向于购买等传统和稳定的行为

第五步，应用消费者调研的结果，即根据消费者调研的报告，为电商平台提供以下建议：

根据用户的行为，优化或创新电商平台的服务，例如增加购买的便利性和安全性，提高团购和拼单的优惠力度和参与度，增加秒杀的数量和频率，丰富产品的种类和质量等

根据用户的满意度，提升或维持电商平台的竞争力，例如降低产品的成本和价格，提高服务的速度和质量，改善体验的设计和功能，增加用户的忠诚度和推荐度等

根据用户的类型，制定不同的市场策略，例如针对年轻、女性、高收入、高教育的用户，重点推广团购、拼单和秒杀等新颖和刺激的服务，针对老年、男性、低收入、低教育的用户，重点推广购买等传统和稳定的服务

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