Formation of 1. Consumer Research Team

The formation of the consumer research team mainly includes four aspects: determining the size, structure, responsibilities and personnel selection of the team.

1. Determine the size of the team

The size of the team depends on factors such as the goal, scope, depth and time of the research. Generally speaking, the clearer the goal of the research, the narrower the scope, the shallower the depth, and the tighter the time, the smaller the team; on the contrary, the larger the team. The size of the team should also take into account the balance between the cost and efficiency of the research, so as to avoid too large or too small a team to affect the quality and effectiveness of the research.

2. Determine the structure of the team

The structure of the team, mainly refers to the team's division of labor and collaboration. Generally speaking, the team of consumer research can be divided into four levels: project leader, project manager, project executive and project support staff. The project leader is responsible for communicating with customers, determining the objectives, plans and budgets of the research, supervising the progress and quality of the research, and summarizing and presenting the results and recommendations of the research. The project manager is responsible for coordinating and managing all aspects of the project, including designing questionnaires, arranging visits, collecting data, analyzing data, writing reports, etc. The project executive is responsible for specific research activities, including implementation of access, data entry, data cleaning, data coding, etc. Project support personnel are responsible for providing technical, material, equipment, site and other support for the project. The structure of the team should ensure that the responsibilities of each level are clear, the cooperation is smooth, and the duplication or missing work is avoided.

3. Determine the responsibilities of the team

The responsibilities of the team mainly refer to the team's objectives, tasks, standards and assessment methods. The responsibilities of the team should be consistent with the objectives and plans of the research, the specific work contents of each level and each personnel should be clarified, reasonable work plans and timetables should be formulated, quantifiable work indicators and evaluation standards should be set, and effective work supervision and feedback mechanisms should be established. The responsibility of the team should ensure that each person's work has a purpose, basis, method, result and improvement.

4. Select the people of the team

The personnel of the team mainly refers to the quality, ability and attitude of the team. The team should have relevant knowledge, skills and experience in consumer research, be able to skillfully use research methods, tools and indicators, be able to effectively collect, analyze and interpret data, and be able to write and present reports clearly, accurately and convincingly. Team members should have good communication, collaboration and problem-solving skills, be able to adapt to different research environments and objects, and be able to take the initiative, be responsible and continuously improve their work attitude. Team members should ensure that each person's work is of quality, efficiency, innovation and value.

Management of 2. consumer research team

The management of the consumer research team mainly includes four aspects: team communication, collaboration, motivation and evaluation.

1. Team communication

Team communication refers to the exchange of information and opinions within and outside the team. The communication of the team should ensure that the information is timely, accurate, complete and effective, and avoid the delay, distortion, omission and misleading of the information. Team communication should establish standardized communication channels and methods, clarify the content, object, time and form of communication, pay attention to the language, expression and etiquette of communication, and pay attention to the feedback and processing of communication. Team communication should promote the information sharing and knowledge transfer of the team, enhance the mutual understanding and trust of the team, and improve the work efficiency and coordination of the team.

2. Team collaboration

Team collaboration refers to the cooperation and support of the team's internal and external work. The cooperation of the team should ensure the smooth, efficient, high-quality and orderly work, and avoid the duplication, conflict, omission and confusion of the work. Team collaboration should establish clear collaboration goals and tasks, assign reasonable collaboration roles and responsibilities, develop feasible collaboration plans and arrangements, and implement strict collaboration processes and norms. Team cooperation should give full play to the advantages and strengths of the team, make full use of the resources and abilities of the team, actively solve the problems and difficulties of the team, and constantly improve the performance and level of the team.

3. Team Motivation

The motivation of the team refers to the reward and recognition of the work inside and outside the team. The motivation of the team should ensure the motivation, enthusiasm, creativity and satisfaction of the work, and avoid the pressure, negativity, inertia and dissatisfaction of the work. Team motivation should establish a fair incentive mechanism and standards, according to the contribution of the work and the results, performance and attitude of the work, to give appropriate material and spiritual rewards and recognition, to meet the needs and expectations of the work, to stimulate the potential and value of the work. The motivation of the team should reflect the common goals and interests of the team, promote the cohesion and centripetal force of the team, enhance the sense of honor and belonging of the team, and improve the loyalty and stability of the team.

4. Team Assessment

The evaluation of the team refers to the inspection and feedback of the work inside and outside the team. The evaluation of the team should ensure the quality, effect, improvement and development of the work, and avoid the mistakes, mistakes, stagnation and retrogression of the work. The evaluation of the team should establish a scientific evaluation system and method, according to the indicators, standards and data of the work, to carry out objective, fair and comprehensive evaluation, to timely, clear and effective feedback, to formulate reasonable, feasible and specific improvement measures. The evaluation of the team should promote the self-supervision and self-improvement of the team, enhance the learning and innovation of the team, and improve the competitiveness and development of the team.

3. the case of the consumer research team at Shangpu Consulting.

Shangpu Consulting Company is a consulting company specializing in consumer research. It has a high-quality, high-efficiency and high-innovation consumer research team to provide professional consumer research services for customers in all walks of life. The following are some specific cases of the consumer research team of Shangpu Consulting Company:

1. Conduct consumer satisfaction research for an automobile manufacturer

Champ Consulting conducted a consumer satisfaction survey for an automobile manufacturer to understand consumer satisfaction and loyalty to its automotive products, as well as the factors and recommendations that affect consumer satisfaction and loyalty. The consumer research team of Shangpu Consulting used a variety of research methods, including questionnaires, telephone interviews, in-depth interviews, focus groups, etc., to conduct extensive research on the automaker's existing and potential customers. The consumer research team of Shangpu Consulting Company used a variety of analytical tools, including descriptive analysis, correlation analysis, regression analysis, cluster analysis, factor analysis, etc., to analyze and interpret the research data in depth. The consumer research team of Shangpu Consulting has written a detailed research report, including the purpose, method, results,Conclusionand recommendations, and related charts, tables, appendices, etc. The consumer research team of Shangpu Consulting also produced a wonderful research demonstration for the automaker, showing the important findings and recommendations of the research to the senior management of the automaker and the heads of relevant departments in a illustrated way. The work of the consumer research team of Shangpu Consulting Company has been highly praised and recognized by the automaker. According to the results and suggestions of the survey, the automaker has carried out the design, production, sales, and service of its automotive products. Corresponding improvements and optimizations have improved consumer satisfaction and loyalty, and enhanced its competitiveness and influence in the market.

2. Conduct consumer demand research for a fast-food company.

Shangpu Consulting conducted a consumer demand survey for a fast-consumer product company to understand consumer demand and preferences for its fast-consumer products, as well as the factors and trends that affect consumer demand and preferences. The consumer research team of Shangpu Consulting Company adopted a variety of research methods, including online surveys, field visits, mysterious customers, laboratory tests, etc., to conduct a comprehensive survey of the target market and target consumers of the fast-food company. The consumer research team of Shangpu Consulting Company used a variety of analytical tools, including SWOT analysis, PEST analysis, STP analysis, 4P analysis, KANO model, etc., to systematically analyze and summarize the research data. The consumer research team at Shangpu Consulting has written a refined research report, including the background, objectives, methods, results,Conclusionand recommendations, and related charts, tables, appendices, etc. The consumer research team of Shangpu Consulting Company also produced a vivid research demonstration for the fast-moving consumer product company. In the form of cases and stories, it showed the senior management of the fast-moving consumer product company and the heads of relevant departments. The key findings and suggestions of the research. The work of the consumer research team of Shangpu Consulting Company has been highly appreciated and trusted by the fast consumer product company. According to the results and suggestions of the research, the fast consumer product company has made corresponding adjustments and innovations in the development, positioning, pricing and promotion of its fast consumer products, so as to meet the needs and preferences of consumers and grasp the opportunities and trends of the market.

3. Conduct consumer behavior research for an e-commerce platform

Shangpu Consulting conducted a consumer behavior survey for an e-commerce platform to understand the shopping behavior and decision-making process of consumers on their e-commerce platform, as well as the factors and motivations that affect consumer behavior and decision-making. The consumer research team of Shangpu Consulting Company adopted a variety of research methods, including website analysis, user interviews, user logs, user portraits, etc., to conduct in-depth research on registered users and visiting users of the e-commerce platform. The consumer research team of Shangpu Consulting Company used a variety of analysis tools, including AIDA model, purchase funnel model, user journey map, user experience map, etc., to analyze and present the research data in detail. The consumer research team of Shangpu Consulting has written a comprehensive research report, including the significance, objectives, methods, results,Conclusionand recommendations, and related charts, tables, appendices, etc. The consumer research team of Shangpu Consulting also produced an interesting research demonstration for the e-commerce platform, which showed the core findings and suggestions of the research to the senior management of the e-commerce platform and the heads of relevant departments in the form of animation and games. The work of the consumer research team of Shangpu Consulting Company has been highly praised and trusted by the e-commerce platform. According to the results and suggestions of the survey, the e-commerce platform has carried out corresponding optimization and improvement on the design, function, content and interaction of its website, which has improved the shopping experience and satisfaction of consumers, and increased the purchase conversion and repurchase rate of consumers.

Conclusion

The team of consumer research is the key factor affecting the quality and effect of consumer research. The team of consumer research should reasonably set up and manage the team according to the purpose, object and environment of the research, so as to improve the professionalism and practicability of the research. The consumer research team should have the relevant knowledge, skills and experience of consumer research, be able to effectively collect, analyze and interpret data, and be able to write and present reports clearly, accurately and convincingly. The consumer research team must have good communication, collaboration and problem-solving skills, a proactive, responsible and continuous improvement work attitude, and a motivation for innovation, learning and development. The consumer research team should improve the efficiency, coordination, performance and level of the team through effective communication, collaboration, motivation and evaluation. The consumer research team should be guided by customer needs and satisfaction, provide customers with professional consumer research services, and create value and benefits for customers.