Consumer research is an important means of marketing, which can help enterprises understand the needs, preferences, satisfaction and loyalty of consumers, so as to formulate effective marketing strategies. However, there are also some common misunderstandings and traps in consumer research. If you do not pay attention to it, it may lead to the distortion and invalidity of the research results, and even bring negative effects to enterprises. From the perspective of experts, this paper analyzes six misunderstandings and traps in consumer research, namely:

Myth 1: Over-reliance on quantitative data and neglect of qualitative data

Quantitative data refers to data that can be described and analyzed by numerical or statistical methods, such as consumer age, gender, income, purchase frequency, satisfaction score, etc. The advantage of quantitative data is that it can provide objective, accurate and comparable information that can reflect the overall characteristics and trends of consumers. However, quantitative data also has its limitations. It cannot fully reflect consumers' personality, motivation, emotions, attitudes, values, etc., nor can it explain the reasons and logic behind consumers' behavior. Therefore, if we only rely on quantitative data, we may ignore the deep needs and potential problems of consumers, and we may miss the emerging needs and innovation opportunities of consumers.

Qualitative data refers to data that can be described and analyzed in non-digital forms such as language or images, such as consumers' opinions, feelings, stories, behavior scenes, etc. The advantage of qualitative data is that it can provide subjective, detailed and rich information, which can reflect the individual differences and diversity of consumers. However, qualitative data also has its limitations. It cannot provide objective, accurate and comparable information, nor can it reflect the overall characteristics and trends of consumers. Therefore, if we only rely on qualitative data, we may be affected by the subjective bias and emotion of consumers, and we may lack the representativeness and universality of the data.

Therefore, consumer research should use quantitative data and qualitative data to obtain more comprehensive, in-depth and more effective information. Quantitative and qualitative data can complement, verify and inspire each other to form a complete consumer portrait. For example, Champ Consulting conducted a consumer survey for an automaker to understand consumer demand and preferences for new energy vehicles. Shangpu consulting company first collected the basic information and satisfaction score of consumers through questionnaire survey, and obtained some quantitative data, such as age, gender, income, purchase intention and satisfaction of consumers. Then, through in-depth interviews and focus groups, Shangpu Consulting collected consumers' views and feelings, and obtained some qualitative data, such as consumers' views, expectations, concerns, and suggestions on new energy vehicles. Finally, through the analysis and interpretation of quantitative and qualitative data, Champ Consulting has come up with some valuableConclusionAnd suggestions, such as consumers' core demand for new energy vehicles is safety, environmental protection and economy, consumers' main obstacles to new energy vehicles are the lack of charging facilities and the lack of endurance, consumers' potential opportunities for new energy vehicles are personalized and intelligent. TheseConclusionand recommendations provide a useful reference for automakers to optimize their product design and marketing strategies.

Myth 2: Choosing inappropriate research methods leads to data bias and misleading

Research methods refer to the specific methods used to collect and analyze data, such as questionnaires, in-depth interviews, focus groups, observation methods, experimental methods, etc. The choice of research methods should be based on factors such as research purposes, problems, objects, resources and conditions, and different research methods have different advantages and disadvantages and scope of application. If you choose an inappropriate research method, it may lead to data bias and misleading, affecting the accuracy and validity of the research results. For example, if you choose a questionnaire survey to understand consumers' emotions and attitudes, it may be affected by consumers' social expectations and answering tendencies, resulting in untrue and unreliable data; if you choose in-depth interviews to understand consumers' behaviors and habits, It may be affected by consumers' memory and expression, leading to incomplete and inaccurate data; if you choose focus groups to understand consumers' needs and preferences, it may be affected by the interaction and influence of consumers, resulting in non-independence and inconsistency of data; if the observation method is chosen to understand the behavior and scene of consumers, it may be affected by the reaction and interference of consumers, resulting in unnatural and unstable data; if the experimental method is chosen to understand the reaction and effect of consumers, it may be affected by the conditions and variables of consumers, this leads to non-universal and non-generalisable data.

Therefore, consumer research should choose the appropriate research methods, according to different research purposes and problems, choose the most suitable data collection and analysis methods, or combine a variety of research methods to improve the quality and effectiveness of data. At the same time, consumer research should also pay attention to controlling and eliminating various factors that may affect the data, such as the personal characteristics of consumers, situational factors, the skills and attitudes of researchers, etc., in order to reduce data bias and misleading. For example, Shangpu Consulting conducted a consumer survey for a restaurant chain to understand consumers' evaluation and improvement opinions on the quality of catering services. Shangpu consulting company first collected the basic information and service quality score of consumers through questionnaire survey, and obtained some quantitative data, such as age, gender, consumption frequency and service quality dimension score of consumers. Then, through observation, Shangpu Consulting collected the consumer's behavior and scene, and obtained some qualitative data, such as the consumer's ordering, dining, checkout, feedback and other behaviors, as well as the restaurant's environment, atmosphere, facilities and other scenes. Finally, through the analysis and interpretation of quantitative and qualitative data, Champu Consulting has come up with some valuable.ConclusionAnd suggestions, such as consumers' overall evaluation of catering service quality is medium, consumers' most important dimension for catering service quality is the quality and taste of food, consumers' most dissatisfied dimension for catering service quality is the attitude and efficiency of waiters, consumers' suggestions for improving catering service quality are to increase the variety and innovation of dishes, and improve the professionalism and courtesy of waiters, optimize the layout and decoration of the restaurant. TheseConclusionand recommendations for catering chain enterprises to provide a useful reference to help them improve service quality and competitiveness.

Misunderstanding 3: There is no clear research purpose and problem, resulting in irrelevant data and waste.

Research objectives and questions refer to the main objectives and concerns of consumer research, such as to understand what consumer needs, preferences, problems, opportunities, etc. Research purposes and questions should be the starting point and guiding principles of consumer research. They determine the scope and focus of consumer research, and also affect the methods and results of consumer research. If there is no clear research purpose and problem, it may lead to irrelevant and waste of data, that is, some data that is irrelevant or unimportant to the research goal is collected, or some data that is relevant or important to the research goal is not collected, thus reducing the pertinence and effectiveness of the research results. For example, if there is no clear research purpose and problem, if we conduct research on consumers at will, we may get some disorganized and worthless data, such as consumers' names, occupations, hobbies, families, etc. these data may not have any relationship with the research objectives, nor can they provide any support and basis for the research results.

Therefore, consumer research should have clear research purposes and questions, according to the strategic objectives and market conditions of enterprises, determine the main objectives and concerns of consumer research, as well as the corresponding data needs and indicators. At the same time, consumer research should also have a clear scope and focus of research. According to the purpose and problems of the research, the objects and samples of consumer research should be determined, as well as the corresponding methods and methods of data collection and analysis. For example, Champ Consulting conducted a consumer survey for a clothing brand to understand consumers' perceptions and attitudes towards clothing brands and the factors that influence consumer buying behavior. Shangpu Consulting first clarified the purpose and problems of the research, that is, to understand consumers' awareness, awareness, preference, loyalty, etc. of clothing brands, as well as the price, quality, style, and style that consumers consider when buying clothing. Service and other factors. Then, Shangpu Consulting Company clarified the scope and focus of the research, that is, the target market and target consumers of clothing brands were selected as the research objects and samples, and questionnaires and in-depth interviews were selected as the methods and methods of data collection and analysis. Finally, through the collection and analysis of data, Champ Consulting has come up with some valuableConclusionAnd suggestions, such as consumers' awareness and awareness of clothing brands are high, but their preference and loyalty are low. When consumers buy clothing, the most important factors are quality and style, followed by price and service. Consumers' opinions on the improvement of clothing brands are to increase the innovation and difference of products, improve the professionalism and cordiality of services, and optimize the rationality and competitiveness of prices. TheseConclusionand suggestions provide a useful reference for clothing brands to help them enhance their brand image and market share.

Myth 4: The complexity of consumers' psychology and behavior is not considered, leading to the surface and simplification of data

Consumer psychology and behavior refers to consumers' thoughts, emotions, attitudes, values, motivations, decisions, behaviors, etc. when purchasing and using products or services. The psychology and behavior of consumers are very complex and changeable. They are affected by many factors such as personal, social, cultural and environmental factors. They are often not static, clear at a glance, consistent and rational. Therefore, if the complexity of consumers' psychology and behavior is not considered, it may lead to the surface and simplification of data, that is, only the surface and simple information of consumers is collected and analyzed, but the internal and complex information of consumers is not deeply and carefully understood, thus reducing the depth and accuracy of the research results. For example, if you do not consider the complexity of consumers' psychology and behavior, you will directly ask consumers why they buy or not to buy a certain product or service, and you may get some superficial and simple answers, such as because they like or dislike it, because it is cheap or expensive, because it is convenient or troublesome, etc. These answers may not truly or completely reflect the real or deep reasons of consumers, nor does it provide any meaningful or useful information for the results of the survey.

Therefore, consumer research should consider the complexity of consumer psychology and behavior, according to the consumer's personal, social, cultural, environmental and other factors, in-depth and detailed understanding of consumer thinking, emotion, attitude, values, motivation, decision-making, behavior and so on. At the same time, consumer research should also use a variety of data collection and analysis methods and techniques to reveal consumers' internal and complex information, such as using open questions and exploratory dialogues to guide consumers to express their true And deep thoughts and feelings; use project-based technology and creative activities to stimulate consumers' imagination and creativity; use figurative language and story-based expression, to understand consumer metaphors and symbols; to use psychological and behavioral theories and models to analyze consumer motivations and decisions. For example, Shangpu Consulting conducted a consumer survey for a cosmetics brand to understand consumers' use and purchase behavior of cosmetics, as well as the factors that affect consumers' choice of cosmetics. Shangpu Consulting first used a questionnaire survey to collect basic information of consumers and data on cosmetics use and purchase behavior, such as consumers' age, gender, skin quality, cosmetics category, brand, price, purchase channel, frequency of use, use occasions, etc. Then, Shangpu Consulting used in-depth interviews to collect data on consumers' views and feelings, as well as factors that affect consumers' choice of cosmetics, such as consumers' views, expectations, satisfaction, loyalty, etc., and The quality, effect, safety, naturalness, environmental protection, and sociality that consumers consider when choosing cosmetics. Finally, Shangpu Consulting Company uses project-based technology to allow consumers to use the packaging, color, fragrance, texture and other elements of cosmetics to create their own ideal cosmetics, and use the form of stories to describe the characteristics and experience of their ideal cosmetics., So as to collect the imagination and creativity of consumers, as well as the metaphor and symbolic data of consumers. Finally, through the collection and analysis of data, Champ Consulting has come up with some valuableConclusionAnd suggestions, such as consumers' use and purchase behavior of cosmetics are affected by personal, social, cultural and other factors. When choosing cosmetics, consumers not only consider the functionality and practicality of cosmetics, but also consider the emotional and symbolic nature of cosmetics. Consumers' needs and preferences for cosmetics are diversified and personalized, and consumers' potential opportunities for cosmetics are customization and experience. TheseConclusionand recommendations provide a useful reference for cosmetic brands to help them optimize product development and marketing.

Myth 5: There is no effective analysis and interpretation of the research results, resulting in rigid and useless data.

Research results refer to the final product of consumer research, which is the summary and presentation of consumer data, such as reports, charts, models, frameworks, etc. The analysis and interpretation of research results refers to the processing and understanding of consumer data, the discovery and expression of the meaning and value of consumer data, such as classification, sorting, comparison, correlation, induction, deduction, etc. The analysis and interpretation of research results is the core and key of consumer research. It determines the quality and effect of consumer research, and also affects the application and transformation of consumer research. If the research results are not effectively analyzed and interpreted, it may lead to rigid and useless data, that is, only the consumer's data is presented, but the meaning and value of the consumer's data are not explained and explained, and the consumer's data is not presented and supported.Conclusionand recommendations, thus reducing the credibility and usefulness of the findings. For example, if there is no effective analysis and interpretation of the research results, the consumer data will be directly presented in the original form, and some rigid and useless reports may be obtained, such as only some numbers, percentages, charts, etc. These reports may not clearly or convincingly reflect the needs and problems of consumers, nor can they provide any meaningful or useful information for the research results.Conclusionand recommendations.

Therefore, consumer research should effectively analyze and interpret the research results, and use appropriate data analysis and interpretation methods and skills according to the characteristics and laws of consumer data to discover and express the meaning and value of consumer data, such as using statistical and mathematical methods and skills to quantify and verify the characteristics and trends of consumer data; Using logic and philosophical methods and skills, to reason and justify the causes and logic of consumer data; to use psychological and sociological methods and techniques to interpret and understand the motivations and effects of consumer data; to use design and innovation methods and techniques to create and present opportunities and scenarios for consumer data, etc. For example, Shangpu Consulting conducted a consumer survey for a mobile phone brand to understand consumers' use and purchase behavior of mobile phones, as well as the factors that affect consumers' choice of mobile phones. Shangpu Consulting first collected consumer data, such as consumer age, gender, income, mobile phone category, brand, price, function, appearance, operating system, application, frequency of use, occasion of use, satisfaction, loyalty, etc. Then, Shangpu Consulting Company effectively analyzed and interpreted the research results, using a variety of data analysis and interpretation methods and techniques, such as descriptive statistics and inferential statistics, to quantify and verify the distribution and differences of consumer data; using correlation analysis and regression analysis to reason and prove the relationship and influence of consumer data; using cluster analysis and factor analysis, to interpret and understand the categories and dimensions of consumer data; to use SWOT analysis and blue ocean strategies to create and showcase the strengths and opportunities of consumer data. Finally, through the analysis and interpretation of the data, Champ Consulting draws some valuableConclusionAnd suggestions, such as consumers' use and purchase behavior of mobile phones are affected by personal, social, technological and other factors. When choosing mobile phones, consumers not only consider the functionality and practicality of mobile phones, but also consider the emotional and symbolic nature of mobile phones. Consumers' needs and preferences for mobile phones are diversified and personalized, and consumers' potential opportunities for mobile phones are intelligent and interconnected. TheseConclusionand recommendations provide a useful reference for mobile phone brands to help them optimize product development and marketing.

Myth 6: Failure to translate research results into practical actions and improvements, resulting in empty and ineffective data

The transformation of research results refers to the ultimate goal of consumer research, which is to transform consumer data and information into corporate actions and improvements, such as product design, marketing, service innovation, and strategic planning. The transformation of research results is the value of consumer research. It determines the significance and influence of consumer research, and also reflects the contribution and benefits of consumer research. If the research results are not translated into practical actions and improvements, it may lead to empty and invalid data, that is, only stay at the level of consumer data and information, and do not apply consumer data and information to the actual problems and needs of enterprises, thus wasting the resources and results of consumer research. For example, if the research results are not translated into practical actions and improvements, putting consumer data and information in the drawer, or only as a one-time reference, may lose the value and significance of consumer data and information, nor can it provide any support and advantage for the development and competition of enterprises.

Therefore, consumer research should translate the findings into practical actions and improvements, based on consumer data and information.Conclusionand recommendations, formulate and implement corresponding actions and improvement plans and programs to enhance the company's products, services, brands, strategies, etc. At the same time, consumer research should also continuously track and evaluate the effectiveness and feedback of actions and improvements to test and optimize the results and transformation of consumer research, as well as communication and relationships with consumers. For example, Champ Consulting conducted a consumer survey for a travel company to understand consumer demand and satisfaction with travel products and services, as well as the factors that influence consumer choice of travel products and services. Shangpu Consulting first collected consumer data, such as consumer age, gender, income, travel destination, travel mode, travel time, travel budget, travel satisfaction, loyalty, etc. Then, Champ Consulting conducted an effective analysis and interpretation of the research results, and obtained some valuableConclusionand suggestions, for example, consumers' demand and satisfaction for tourism products and services are influenced by personal, social, cultural and other factors. When choosing tourism products and services, consumers consider not only the functionality and practicality of tourism, but also the emotion and experience of tourism. Consumers' demand and preference for tourism products and services are diversified and personalized, the potential opportunities for consumers to travel products and services are customization and theming. Finally, Shangpu Consulting Company transformed the research results into practical actions and improvements, and formulated and implemented corresponding actions and improvement plans and programs for tourism companies, such as developing and launching a series of customized and themed tourism products and services, such as parent-child tours, couple tours, cultural tours, adventure tours, etc., to meet the different needs and preferences of consumers; improve the quality and efficiency of tourism products and services, for example, the tourism routes and arrangements have been optimized, the professionalism and courtesy of tour guides and drivers have been improved, and the interaction and interest of tourism have been increased, so as to enhance the satisfaction and loyalty of consumers; the publicity and promotion of tourism products and services have been strengthened, such as using social media and network platforms to display and share tourism scenery and stories, and attract and influence consumers' attention and interest, In order to improve the popularity and reputation of tourism. At the same time, Shangpu Consulting also continuously tracks and evaluates the effects and feedback of actions and improvements, and conducts research on consumers again to test and optimize the results and transformation of consumer research, as well as communication and relationships with consumers.

Conclusion

Consumer research is an important means of marketing, which can help enterprises understand the needs, preferences, satisfaction and loyalty of consumers, so as to formulate effective marketing strategies. However, there are also some common misunderstandings and traps in consumer research. If you do not pay attention to it, it may lead to the distortion and invalidity of the research results, and even bring negative effects to enterprises. From the perspective of experts, this paper analyzes six misunderstandings and pitfalls in consumer research, namely: over-reliance on quantitative data and neglect of qualitative data; choosing inappropriate research methods, leading to data deviation and misleading; no clear research purposes and problems, leading to data irrelevance and waste; failing to consider the complexity of consumers' psychology and behavior, leading to data superficiality and simplification; the lack of effective analysis and interpretation of the research results leads to rigid and useless data; the failure to translate the research results into practical actions and improvements leads to empty and invalid data. This paper also combines some specific cases provided by Shangpu Consulting Company for customers to explain how to avoid these misunderstandings and traps, and how to conduct high-quality consumer research. I hope this paper can help and inspire the practice and theory of consumer research.