The basic concept, purpose and type of consumer research in 1. enterprises.

Enterprise consumer research refers to the process of collecting, analyzing and interpreting relevant information using scientific methods and techniques in order to understand the needs, preferences and behaviors of its target market, competitors and potential customers. The purpose of corporate consumer research is to help companies develop effective marketing strategies, product development and service improvement, and improve their competitiveness and profitability.

The types of enterprise consumer research can be classified according to different criteria. According to the time nature of the study, it can be divided into regular research and specific research. Regular research refers to the continuous monitoring and analysis of the same target market or customer group at certain intervals to understand the changing trend of the market and customer satisfaction. Specific research refers to a one-time investigation and research conducted by an enterprise for a specific problem or situation to obtain the information needed to solve the problem or deal with the situation. For example, when a company wants to launch a new product or enter a new market, it needs to conduct specific research to understand the market potential of the new product or the competitive environment in the new market.

According to the source of research information, it can be divided into first-hand research and second-hand research. First-hand research refers to the raw information collected directly from the target market or customer, also known as raw data or primary data. The advantages of first-hand research are the freshness, accuracy and pertinence of information, but the cost and time are also high. Second-hand research refers to the information that enterprises have collected and sorted out from existing information sources, such as government departments, industry associations, professional organizations, media, etc., also known as secondary data or secondary data. The advantage of second-hand research is that the information is easy, fast and cheap, but the quality, reliability and applicability of the information may be low.

According to the information nature of the research, it can be divided into quantitative research and qualitative research. Quantitative research refers to the use of numerical methods and techniques to measure and analyze the number, proportion and frequency of target markets or customers in order to obtain objective and statistical information. The advantage of quantitative research is that the information is comparable, verifiable and generalizable, but the depth and detail of the information may be low. Qualitative research refers to the use of non-numerical methods and techniques to explore and understand the motivations, attitudes, and feelings of the target market or customer in order to obtain subjective and comprehensive information. The advantages of qualitative research are the richness, flexibility and innovation of information, but the scientificity, objectivity and universality of information may be low.

The process and steps of consumer research in 2. enterprises.

The process and steps of enterprise consumer research can be summarized as the following six:

1. Identify research objectives

Research objectives refer to the ultimate goal of corporate consumer research, as well as the guidance and basis of the entire research process. There are several ways to determine the objectives of the study:

-Problem analysis: through the analysis of the problems faced by the enterprise, to find out the root causes, effects and solutions of the problems, so as to determine the research objectives.

-Objective analysis: By analyzing the long-term and short-term objectives of the enterprise, the feasibility, difficulty and priority of the objectives are identified to determine the research objectives.

-Competitive analysis: through the analysis of the competitors of the enterprise, to find out the strengths, weaknesses and strategies of the competitors, so as to determine the research objectives.

-Customer analysis: through the analysis of the potential customers of the enterprise, to find out the needs, preferences and behavior of customers, so as to determine the research objectives.

Research objectives should have the following characteristics:

-Clear: the research objectives should clearly express the specific content and scope of the enterprise consumer research, and avoid vague and vague expressions.

-Measurable: Research objectives should be able to be measured and evaluated using quantitative indicators and standards, avoiding subjective and perceptual judgments.

-Achievable: Research goals should be in line with the actual situation and capabilities of the company, avoiding excessive and unrealistic expectations.

-Meaningful: Research objectives should be able to provide valuable information and guidance for corporate decisions and actions, avoiding irrelevant and useless information.

-Time-bound: Research objectives should be set at a clear time point or deadline to avoid the risk of procrastination and delay.

2. Design research program

The research program refers to the specific plan and arrangement of enterprise consumer research, including the type of research, methods, data sources, sample selection, tools and techniques for data collection and analysis. There are several ways to design a research program:

-Comparative method: By comparing different research programs, find out their respective advantages and disadvantages and applicable conditions, so as to select the most suitable research program.

-Experimental method: through the actual testing and evaluation of different research programs, to find out their respective effects and efficiency, so as to select the optimal research program.

-Reference method: by referring to the existing research programs or cases, find out the experience and lessons, so as to learn from or improve the appropriate research program.

The study protocol should have the following characteristics:

-System: The research plan should include all the necessary links and steps for corporate consumer research to avoid omissions and duplication of work.

-Logic: The research program should follow scientific principles and methods to avoid errors and biased results.

-Flexible: The research plan should be able to make appropriate adjustments and modifications according to the actual situation and changes of corporate consumer research to avoid rigid and solidified problems.

-Economic: The research program should consider the costs and benefits of corporate consumer research to avoid waste and inefficiency.

3. Selection of research methods

Research methods refer to the specific ways and means used to collect and analyze data in corporate consumer research. There are several ways to select the research method:

-Classification: By classifying research methods, we can find out the characteristics and application of various methods, so as to select the most appropriate research method.

-Combination method: by combining research methods, find out the complementarity and coordination of various methods, so as to select the optimal research method.

-Comparison method: by comparing the research methods, find out the advantages and disadvantages and differences of various methods, so as to choose the best research method.

Research methods can be classified according to different criteria. According to the source of information, it can be divided into first-hand information method and second-hand information method. First-hand information methods refer to the information collected directly from the target market or customers, such as questionnaires, interviews, observations, experiments, etc. Second-hand information method refers to the information obtained by enterprises from existing information sources, such as literature, reports, databases, networks, etc.

According to the nature of the information, it can be divided into quantitative information methods and qualitative information methods. Quantitative information method refers to the information collected and analyzed by enterprises using numerical methods and means, such as statistics, measurement, models, etc. Qualitative information method refers to the information collected and analyzed by enterprises using non-numerical methods and means, such as description, explanation, case and so on.

According to the form of information, it can be divided into structured information methods and unstructured information methods. Structured information method refers to the information collected and analyzed by enterprises using fixed formats and rules, such as standardized questionnaires, tables, charts, etc. The unstructured information approach refers to the information that companies collect and analyze using free form and content, such as open-ended questions, text, pictures, etc.

4. Collect data

Data collection refers to the process of obtaining the required data from different data sources according to the research plan and method in the enterprise consumer research. There are several methods of data collection:

-Sampling method: by selecting a representative group of individuals or units from the target market or customer population, according to certain principles and methods, as the object of data collection, thereby reducing the cost and time of data collection and improving the efficiency and quality of data collection.

-Measurement method: By using certain tools and techniques, the number, proportion, frequency, etc. of the target market or customer are measured and recorded to obtain data.

-Recording method: Obtain data by using certain tools and techniques to record and describe the motivations, attitudes, feelings, etc. of the target market or customer.

-Collation method: Through the use of certain tools and techniques, the collected data is cleaned, classified, encoded, stored, etc., so as to make the data more standardized and easy to analyze.

Data collection should follow the following principles:

-Completeness: Data collection should cover as much as possible all aspects and dimensions involved in the research objectives, avoiding missing and insufficient data.

-Accuracy: Data collection should ensure that the data is true and effective as much as possible, and avoid data errors and distortions.

-Timely: Data collection should be as fresh and timely as possible to avoid data obsolescence and lag.

-Security: Data collection should ensure the confidentiality and legality of data as much as possible to avoid data leakage and infringement.

5. Analyze the data

Data analysis refers to the processing, interpretation and evaluation of the collected data according to the research plan and method in the enterprise consumer research, so as to obtain valuable information andConclusionof the process. There are several methods of data analysis:

-Description analysis: By using certain tools and techniques, the data are summarized and summarized, so as to obtain the basic characteristics and distribution of the data, such as average, standard deviation, frequency, percentage, etc.

-Inferential analysis: by using certain tools and techniques to infer and predict the data, so as to obtain the internal relationship and future trends of the data, such as correlation, regression, cause and effect, prediction, etc.

-Interpretive analysis: by using certain tools and techniques to interpret and understand the data, so as to obtain the deep meaning and enlightenment of the data, such as explanatory structural model, text analysis, case analysis, etc.

Data analysis should follow the following principles:

-Objectivity: Data analysis should reflect the original appearance of the data as much as possible, avoiding subjective bias and interference.

-Logic: Data analysis should follow scientific logic and methods to avoid logical errors and loopholes.

-Innovation: Data analytics should try to discover new and interesting aspects of data, avoiding mediocre and stale perspectives.

-Useful: Data analysis should be able to provide useful information and suggestions for business decisions and actions, avoiding irrelevant and invalid information.

6. Report the results

The report result refers to the process of displaying and transmitting the results of data analysis to relevant personnel and institutions in a certain form and content according to the research plan and method in the enterprise consumer research. There are several ways to report results:

-Oral reporting: oral presentation and interpretation of the results of data analysis through the use of language and voice, so that the audience can understand and understand the results of data analysis.

-Written report method: Through the use of text and charts, the results of data analysis are described and displayed in writing, so that readers can read and grasp the results of data analysis.

-Visual reporting method: Through the use of pictures and videos, the results of data analysis are visually presented and demonstrated, so that the audience can watch and feel the results of data analysis.

Reporting results should be guided by the following principles:

-Concise: The results of the report should be simplified and compressed as much as possible, avoiding lengthy and complex presentations.

-Clarity: The results of the report should be as clear and unambiguous as possible from the results of the data analysis, avoiding vague and confusing information.

-Orderly: The results of the report should be organized and presented according to a certain logic and structure, avoiding clutter and disorder.

-Interesting: reporting results should increase the attractiveness and appeal of the results of data analysis as much as possible, avoiding boring and boring effects.

3. Shangpu Consulting's Enterprise Consumer Research Case

Shangpu Consulting is a professional enterprise consumer research organization, providing high-quality enterprise consumer research services for enterprises in all walks of life. Shangpu Consulting's corporate consumer research cases are as follows:

-Case 1: A certain automobile manufacturer wants to develop a new electric vehicle to meet the market demand and environmental protection trend. Champu Consulting conducted a specific corporate consumer survey for the company to understand the size of the target market, competition, consumer needs, preferences and willingness to buy. Using a first-hand information approach and a quantitative information approach, Champ Consulting designed and distributed an online questionnaire to collect a certain number of samples from potential consumers in the target market and collected relevant data. Champ Consulting conducted a descriptive and inferential analysis of the data and yielded the following results:

The size of the target market is about 10 million vehicles and is expected to grow at an annual rate of 10% over the next five years.

The competition in the target market is fierce. The main competitors are Tesla, BYD, and Weilai, each with different market shares and positioning.

Consumer demand is mainly focused on the range, charging speed, safety, comfort and price of electric vehicles.

Consumer preferences are mainly reflected in the appearance, interior, function and brand of electric vehicles.

Consumers' purchase intention is affected by many factors, such as personal income, family status, environmental awareness, policy support and so on.

Based on these results, Champ Consulting made the following recommendations for the company:

The company should improve the performance and competitiveness of its products in terms of range, charging speed, safety, comfort and price of electric vehicles to meet the needs of consumers.

The company should increase the individuality and differentiation of its products in the appearance, interior, function and brand of electric vehicles to attract consumers' preferences.

The company should use multiple channels and methods to improve the visibility and credibility of its products in the promotion and promotion of electric vehicles to stimulate consumers' willingness to buy.

-Case 2: A clothing retailer wants to improve its online and offline sales performance to adapt to market changes and consumer behavior. Shangpu Consulting conducts a regular corporate consumer survey for the company, aiming to understand the dynamics of the target market, competitors' strategies, consumer satisfaction and loyalty, etc. Champ Consulting uses second-hand information methods and qualitative information methods to obtain relevant data from the target market in general and in part by collecting and analyzing existing information such as literature, reports, databases, and networks. Champ Consulting conducted a descriptive and interpretive analysis of the data and yielded the following results:

The dynamic performance of the target market is that the clothing retail industry is showing a trend of diversification, personalization and digitization, consumer needs and preferences are increasingly diverse and segmented, and online and offline sales channels are increasingly integrated and interactive.

The strategy of competitors in the target market is manifested in the increasingly fierce and complex competition in the clothing retail industry. Competitors continue to introduce new products and services to meet consumer needs and preferences, while using online and offline sales channels to improve their sales efficiency and effectiveness.

The performance of consumer satisfaction and loyalty is that consumers in the clothing retail industry have higher expectations and requirements for the quality, price, style and service of products and services, and at the same time have a greater impact on brand cognition and trust. Consumer satisfaction and loyalty are affected by many factors, such as personal characteristics, purchase experience, word-of-mouth communication and so on.

Based on these results, Champ Consulting made the following recommendations for the company:

The enterprise should continue to improve and innovate in the quality, price, style and service of clothing products and services to meet the expectations and requirements of consumers.

The company should continuously improve and strengthen its brand awareness and credibility in the construction and maintenance of clothing brands, so as to influence consumers' cognition and trust.

The company should continue to increase and improve its online and offline sales points and methods in the integration and optimization of online and offline channels for clothing sales to improve its sales efficiency and effectiveness.

-Case 3: A restaurant chain wants to expand its market share and customer base in order to increase its revenue and profits. Champ Consulting conducted a mixed corporate consumer survey for the company to understand the potential of the target market, the advantages of competitors, consumer behavior and feedback. Shangpu Consulting adopts first-hand information method and second-hand information method, quantitative information method and qualitative information method, structured information method and unstructured information method. Through designing and distributing online questionnaires, conducting interviews and observations, collecting and analyzing literature, reports, databases, networks and other information, it obtains relevant data from the overall and partial target markets. Champ Consulting conducted a descriptive, inferential and interpretive analysis of the data and yielded the following results:

The potential of the target market is shown by the steady growth and development of the restaurant chain industry, the growing size and demand of the market, and the increasingly fierce competition and changes in the market.

The advantage of competitors in the target market is that competitors in the restaurant chain industry have their own characteristics and advantages, such as brands, products, services, prices, channels, etc., which attract different consumer groups and market shares.

Consumer behavior and feedback are reflected in the choice and evaluation of food and beverage products and services by consumers in the restaurant chain industry, such as personal taste, health awareness, social needs, spending power, etc., and consumer behavior and feedback are diverse and different.

Based on these results, Champ Consulting made the following recommendations for the company:

The enterprise should constantly enrich and update the variety and quality of its products and services in the development and innovation of catering products and services to meet the needs and changes of the market.

The company should continue to strengthen and enhance its brand image and reputation in the shaping and dissemination of catering brands to distinguish the advantages and characteristics of competitors.

The company should continue to expand and improve its online and offline sales networks and methods in the expansion and optimization of online and offline channels for catering sales to increase its market share and customer base.

Conclusion

This paper introduces the basic concept, purpose and type of enterprise consumer research, and elaborates the six steps of enterprise consumer research: determining research objectives, designing research plans, selecting research methods, collecting data, analyzing data and reporting results. This paper also shows the practical application and value of enterprise consumer research in combination with the specific case of enterprise consumer research provided by Shangpu Consulting for its customers. Enterprise consumer research is an important way to understand the needs, preferences and behaviors of target markets, competitors and potential customers, which can help enterprises to formulate effective marketing strategies, product development and service improvement. Enterprise consumer research should follow scientific principles and methods to obtain high-quality information andConclusionIn order to improve the competitiveness and profitability of enterprises.