Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment, demographic characteristics, lifestyle, economic level, etc., to achieve their own aspirations and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase, use and other stages. The purpose of consumer research is to help companies better understand consumer needs, preferences, behaviors and motivations, so as to develop effective marketing strategies to meet consumer expectations, enhance consumer satisfaction and loyalty, and enhance their competitive advantage and market position.

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting provides industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, IPO market segmentation research, fund-raising project feasibility study, business financing plan and other segmentation consulting services. Shangpu Consulting has a professional consumer research team, which uses a variety of research methods, such as questionnaire survey, in-depth interview, focus group, neural marketing, big data analysis, etc., to provide customized consumer research services for customers in different industries, help customers deeply understand the psychology and behavior of consumers, and formulate effective marketing strategies.

Basic steps and methods of consumer research

The basic steps of consumer research include the following:

Determine the purpose and objectives of the research: clarify the theme, scope, content, object, duration, etc. of the research, and provide guidance for the design and implementation of the research.

Design research programs and tools: according to the purpose and objectives of the research, select the appropriate research methods and techniques, design research programs and tools, such as questionnaires, interview guides, observation forms, etc.

Implementation of research activities: according to the research plan and tools, organize the research team, collect and record the data to ensure the validity and reliability of the data.

Analysis of research data: collation, induction, analysis and interpretation of the collected data, using statistical analysis, text analysis, graphical analysis and other methods to extract valuable information andConclusion。

Writing research reports: according to the analysis results, writing research reports, including background introduction, research objectives and objectives, research methods and techniques, research results and analysis, research suggestions and opinions, etc., presented in the form of text, charts, pictures, etc.

There are many methods and techniques for consumer research, and you can choose the right combination according to different research purposes and objectives, such:

Questionnaire survey: by issuing or sending a series of questions to consumers, collecting consumers' basic information, attitudes, opinions, satisfaction, etc., it is suitable for obtaining a large amount of quantitative data and analyzing the general characteristics and trends of consumers.

In-depth interviews: through face-to-face or telephone conversations with consumers, collect consumers' detailed information, feelings, motivations, experiences, etc., suitable for obtaining a small amount of qualitative data and analyzing consumers' deep-seated psychology and behavior.

Focus groups: by inviting a group of consumers to participate in a topic discussion, collecting consumer views, ideas, suggestions, etc., suitable for obtaining a variety of qualitative data, analysis of consumer group characteristics and interaction effects.

Neuromarketing: through the use of electroencephalogram, eye tracker, skin electrical response and other instruments, measuring consumers' brain activity, eye movement, skin conductance and other physiological reactions, collecting consumers' attention, emotions, preferences, etc., suitable for obtaining hidden quantitative data, analyzing consumers' subconscious and emotions.

Big data analysis: through the use of data mining, machine learning, artificial intelligence and other technologies, it processes the massive data left by consumers on the Internet, social media, e-commerce and other platforms, and collects consumers' behavior tracks, consumption habits, preferences, etc., which is suitable for obtaining dynamic quantitative data and analyzing consumers' personalization and diversification.

Develop marketing strategies based on consumer research

The results of consumer research can provide strong support for enterprises to formulate marketing strategies. Enterprises can formulate corresponding product strategies, price strategies, channel strategies and promotion strategies according to consumers' needs, preferences, behaviors and motivations to meet consumers' expectations, enhance consumers' satisfaction and loyalty, and enhance their competitive advantage and market position. Here are some common types and methods of marketing strategies:

Integrated marketing: integrated marketing is a systematic combination of various marketing tools and means, according to the environment for immediate dynamic correction, consumer-centered restructuring of corporate behavior and market behavior, effective advertising and product marketing to achieve the purpose of integrated marketing methods include the following aspects:

Product integration: according to the needs and preferences of consumers, design and develop products or services that meet the expectations of consumers, including the function, quality, appearance, packaging, brand, etc.

Price integration: According to consumers' purchasing power and psychology, formulate and adjust reasonable price strategies, including pricing methods, pricing levels, pricing strategies, pricing structures, etc.

Channel integration: select and manage effective channel strategies according to consumers' purchasing behaviors and habits, including channel types, channel levels, channel members, channel management, etc.

Promotion integration: design and implement effective promotion strategies according to consumers' purchase motivation and stimulation, including advertising, public relations, sales promotion, direct marketing, personal sales, etc.

Systematic marketing: Systematic marketing is a consumer-centric, systematic thinking as a guide, systematic engineering as a method, and systematic benefit as the goal of marketing model, which emphasizes that enterprises should analyze and deal with various elements and relationships in marketing activities from a holistic and dynamic perspective to achieve the optimization of the marketing system.

The method of systematic marketing includes the following aspects:

System analysis: Using the principles and methods of system analysis, analyze the objectives, structure, functions, environment, constraints, etc. of the marketing system, determine the boundaries, levels, inputs, outputs, feedback, etc. of the marketing system, and identify the problems and opportunities of the marketing system.

System design: using the principles and methods of system design, the marketing system program, processes, rules, resources, etc. to design, develop marketing system objectives, strategies, plans, budgets, etc., to build marketing system models and programs.

System implementation: using the principles and methods of system implementation, the implementation, control and evaluation of the marketing system, the organization of the marketing system personnel, equipment, funds, etc., the implementation of the marketing system tasks and activities, control the quality and efficiency of the marketing system, and evaluate the effectiveness and benefits of the marketing system.

System improvement: using the principles and methods of system improvement, improve the monitoring, adjustment and optimization of the marketing system, collect data and information of the marketing system, analyze the deviations and problems of the marketing system, adjust the parameters and variables of the marketing system, and optimize the performance and function of the marketing system.

Event marketing: Event marketing is a marketing method that uses event activities with specific themes, contents, forms and time to attract consumers' attention and interest, convey the information and value of enterprises, enhance the influence and reputation of enterprises, and promote the interaction and communication between enterprises and consumers.

Event marketing methods include the following:

Event planning: according to the needs and preferences of consumers, planning and designing creative and attractive event activities, including the theme, content, form, time, place, goal, budget, etc.

Event execution: organize and implement event activities according to the requirements of event planning, including event preparation, promotion, execution and follow-up.

Event evaluation: Evaluate and analyze the effects and benefits of event activities based on the results of event execution, including event participation, satisfaction, influence, and rate of return.

Event extension: Extend and expand the impact and value of event activities based on the feedback from event evaluation, including event dissemination, maintenance, and reuse.

Sports marketing: Sports marketing is a kind of use of sports, sports events, sports stars, stadiums and other sports resources to attract consumers' attention and participation, transfer the concept and image of enterprises, enhance the popularity and loyalty of enterprises, and promote the communication and interaction between enterprises and consumers.

Sports marketing methods include the following:

Sports sponsorship: by providing financial, material and technical support to sports, sports events, sports stars, stadiums, etc., to obtain the right to use and promote sports resources, display the brand and products of the enterprise, and enhance the reputation and status of the enterprise.

Sports endorsement: by establishing cooperative relations with sports stars, sports teams, sports organizations, etc., let them represent the brand and products of the enterprise, convey the information and value of the enterprise to consumers, and enhance the attractiveness and affinity of the enterprise with the help of their influence and trust.

Sports activities: by organizing and participating in various sports activities, such as sports competitions, sports exhibitions, sports training, sports tourism, etc., to attract and stimulate consumers' participation and experience, convey the culture and concept of the enterprise, and enhance the interaction and resonance of the enterprise.

Sports community: through the establishment and operation of various sports communities, such as sports clubs, sports forums, sports blogs, sports WeChat, sports live broadcasts, etc., to gather and serve consumers' sports interests and needs, convey the attitude and position of enterprises, and enhance the relationship and loyalty of enterprises.

Consumer Research and Marketing Strategy Service Cases of Shangpu Consulting

Champu Consulting provides specific cases of consumer research and marketing strategy services to customers in different industries. The following are some typical cases:

Case 1: Provide consumer research and marketing strategy services for an internationally renowned sports brand to help it increase its competitiveness and share in the Chinese market. Using questionnaires, in-depth interviews, neuromarketing and other methods, Shangpu Consulting conducted a comprehensive survey of the brand's target consumers, analyzed consumers' needs, preferences, behaviors and motivations, found consumers' pain points and opportunity points, and put forward targeted marketing strategy suggestions, including:

Product strategy: according to the different sports needs and scenarios of consumers, develop and launch more functional, personalized and fashionable products to enhance product differentiation and innovation.

Price strategy: according to the different purchasing power and psychology of consumers, adopt multi-level price strategy, provide different price ranges and discounts, and improve the rationality and competitiveness of prices.

Channel strategy: According to the different purchasing behaviors and habits of consumers, adopt multi-channel channel strategy to establish and expand online and offline sales networks to improve channel coverage and efficiency.

Promotion strategy: according to the different purchase motivation and stimulation of consumers, adopt diversified promotion strategies, carry out and participate in various advertising, public relations, activities, gifts, members and other promotional methods to enhance the attractiveness and influence of promotion.

Case 2: Provide consumer research and marketing strategy services for a leading domestic e-commerce platform to help it increase its user volume and transaction volume in the Chinese market. Using big data analysis, neural marketing, in-depth interviews and other methods, Shangpu Consulting conducted a comprehensive survey of the target users of the platform, analyzed the user's behavior trajectory, consumption habits, preferences, purchase decisions, etc., found the user's needs and opportunities, and put forward targeted marketing strategy recommendations, including:

Product strategy: according to the different consumer needs and scenarios of users, optimize and innovate the products or services of the platform, and improve the functionality, ease of use, security and personalization of the platform.

Price strategy: According to the different consumption ability and psychology of users, formulate and adjust reasonable price strategies, provide different price models and preferential policies, and improve price flexibility and transparency.

Channel strategy: according to the different consumption behaviors and habits of users, select and manage effective channel strategies, establish and expand websites, mobile terminals, social media and other channels to improve the convenience and interactivity of channels.

Promotion strategy: according to the different consumption motivation and stimulation of users, design and implement effective promotion strategies, carry out and participate in various activities, games, lottery, points, red envelopes and other promotion methods, so as to enhance the interest and participation of promotion.

Case 3: Provide consumer research and marketing strategy services for a well-known domestic automobile brand to help it improve its brand image and sales in the Chinese market. Using focus groups, in-depth interviews, questionnaires and other methods, Shangpu Consulting conducted a comprehensive survey of the brand's target consumers, analyzed consumers' needs, preferences, behaviors and motivations, found consumers' pain points and opportunity points, and put forward targeted marketing strategy suggestions, including:

Product strategy: according to the different automobile needs and preferences of consumers, design and develop automobile products that meet the expectations of consumers, and improve the performance, quality, appearance and comfort of automobiles.

Price strategy: According to the different car purchasing ability and psychology of consumers, formulate and adjust reasonable price strategies, provide different price ranges and financial services, and improve price competitiveness and acceptability.

Channel strategy: According to the different car purchase behaviors and habits of consumers, select and manage effective channel strategies, establish and expand multiple channels such as dealers, 4S stores, and online shopping malls to enhance the trust and service of channels.

Promotion strategy: according to the different car purchase motivation and stimulation of consumers, design and implement effective promotion strategy, carry out and participate in various advertising, public relations, activities, test drive, gifts and other promotional methods, enhance the popularity and influence of promotion.