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, the analysis of consumer research data is not an easy task. It requires certain methods and skills to discover the truth and value behind the data. Here are six tips for analyzing consumer research data that I hope will help you.

1. Determine the objectives of the analysis

The first step in analyzing consumer research data is to determine the goal of the analysis, that is, what answers or insights you want to get from the data. Analytical objectives should be aligned with your marketing goals and research objectives, for example, you may want to understand consumer satisfaction with your products or services, or you may want to explore consumer buying behavior and motivations. Identifying analysis objectives can help you focus on important parts of your data, avoid irrelevant or redundant information, and guide you in selecting the appropriate analysis methods and tools.

For example, Champu Consulting provided a consumer research service for an automaker to understand consumers' opinions and wishes on the company's new electric vehicles. The analysis objectives of Shangpu Consulting Company are:(1) to evaluate consumers' perceptions and attitudes towards electric vehicles,(2) to identify consumers' needs and preferences for electric vehicles,(3) to analyze consumers' acceptance and purchase intention of the company's new electric vehicles, and (4) to make marketing suggestions for the company's new electric vehicles.

2. Select the appropriate analysis method

The second step in analyzing consumer research data is to choose the appropriate analysis method, that is, how you want to process and interpret the data. The analysis method should match your analysis objectives and data types, for example, you may need to use descriptive statistics to summarize the basic characteristics of the data, or you may need to use inferential statistics to test the differences and associations of the data, or you may need to use exploratory analysis to discover patterns and trends in the data. Choosing the right analysis method can help you effectively extract information from the data and avoid errors or misleadingConclusionIt can also increase the credibility and persuasiveness of your analysis.

For example, Champ Consulting has chosen the following analytical methods for the above-mentioned automakers:(1) frequency analysis and percentage analysis are used to describe the distribution of consumers' perceptions and attitudes towards electric vehicles, and (2) cluster analysis and factor analysis are used to identify the types and dimensions of consumers' needs and preferences for electric vehicles,(3) using cross analysis and chi-square test to analyze the differences and associations between consumers' acceptance and purchase intention of the company's new electric vehicles, and (4) using SWOT analysis and 4P analysis to put forward marketing suggestions for the company's new electric vehicles.

3. Clean and organize data

The third step in analyzing consumer research data is to clean and organize the data, that is, you want to ensure the quality and availability of the data. The process of cleaning and organizing data includes:(1) checking and removing errors or outliers in the data, for example, vacant values, duplicate values, or values that do not conform to logic,(2) transforming and encoding variables in the data, for example, transforming qualitative variables into quantitative variables, or grouping continuous variables into discrete variables,(3) integrating and reconstructing tables in the data, for example, combine multiple data sources into one dataset, or split or summarize datasets according to different dimensions. Cleaning and organizing data can help you improve the accuracy and consistency of data, avoid analysis bias and interference, and also facilitate subsequent analysis and visualization.

For example, Shangpu Consulting Company carried out the following operations to clean up and organize the data for the above-mentioned automobile manufacturers:(1) checked and deleted the vacant and duplicate values in the data,(2) converted and coded the qualitative variables in the data, for example, converted the variables of consumers' gender, age, income, education, occupation, etc. into numerical variables, and the variables of consumers' cognition and attitude towards electric vehicles are transformed into five-point scale variables,(3) the tables in the data are integrated and reconstructed, for example, the questionnaire survey data and in-depth interview data are combined into one data set, and the data set is divided or summarized according to the consumer's gender, age, income, education, occupation and other variables.

4. Use visualization tools

The fourth step in analyzing consumer research data is to use visualization tools, that is, what graphs or charts you want to use to show and interpret the data. The purpose of using visualization tools is to make the data easier to understand and remember, as well as to highlight the focus and highlights of the data. The principles of using visualization tools are:(1) select graphs or charts suitable for data types and analysis objectives, for example, use bar charts or pie charts to show the distribution of data, or use line charts or scatter charts to show the changes or relationships of data,(2) design clear and beautiful graphs or charts, for example, use appropriate colors, fonts, labels, legends, elements such as titles to enhance the readability and attractiveness of the graph or chart,(3) explain and annotate the meaning of the graph or chart andConclusionFor example, use concise and powerful language to summarize the main information and enlightenment of a graph or chart.

For example, Shangpu Consulting Company used the following visualization tools for the above-mentioned automobile manufacturers:(1) use bar charts and pie charts to show the distribution of consumers' cognition and attitude towards electric vehicles, for example, what proportion of consumers think that electric vehicles are environmentally friendly, energy-saving, safe, fashionable, convenient, etc,(2) Use the result graph of cluster analysis and factor analysis to identify the types and dimensions of consumers' needs and preferences for electric vehicles, for example, divide consumers into four categories: environmental protection, performance, economy, and innovation, and summarize consumers' needs and preferences into three dimensions: function, price, and image,(3) The results of cross analysis and chi-square test are used to analyze the differences and associations of consumers' acceptance and purchase intentions of the company's new electric vehicles, for example, to compare the differences of consumers' evaluation and willingness of the company's new electric vehicles with different gender, age, income, education, occupation and other variables, and to calculate the significance level of these differences, and (4) use the result matrix of SWOT analysis and 4P analysis to put forward marketing suggestions for the company's new electric vehicles, for example, analyze the advantages, disadvantages, opportunities, and threats of the company's new electric vehicles, and put forward the company's new electric vehicles products, prices, channels, and promotion strategies and measures.

5. Finding Relevance and Causality

The fifth step in analyzing consumer research data is to look for correlation and causality, that is, what variables you want to find from the data are related to each other and what variables have a causal effect. The purpose of looking for relevance and causality is to reveal the deep meaning and value of the data, as well as to provide a basis and support for marketing decisions. The methods to find correlation and causality are:(1) use statistical techniques such as correlation analysis and regression analysis to measure and test the strength and direction of the relationship between variables, for example, use Pearson correlation coefficient or Spearman correlation coefficient to calculate the linear correlation between two variables, or use multiple regression analysis to estimate the influence of one variable on another variable,(2) Using scientific methods such as experimental design and hypothesis testing to verify and infer the existence and direction of causal effects between variables, for example, using random allocation or matching to control the confounding effects of variables, or using t-tests or variance analysis to compare the average differences between different experimental groups,(3) Use analytical techniques such as logical reasoning and theoretical support to explain and demonstrate the causes and mechanisms of the relationship between variables and causal effects. For example, use induction or deduction to deduce the relationship between variables and the general law of causal effects. Or use existing theories or models to support the rationality and effectiveness of the relationship between variables and causal effects.

For example, Shangpu Consulting Company searched for the following correlations and causalities for the above-mentioned automobile manufacturers:(1) using statistical techniques such as correlation analysis and regression analysis to measure and test the strength and direction of the relationship between consumers' cognition and attitude towards electric vehicles and consumers' acceptance and purchase intention of the company's new electric vehicles. For example, it is found that consumers' environmental protection, energy saving, safety, and fashion of electric vehicles, the cognition and attitude of convenience and other aspects are positively correlated with consumers' evaluation and willingness of the company's new electric vehicles, and the degree of influence of consumers' cognition and attitude on the environmental protection, energy saving, safety, fashion, convenience and other aspects of electric vehicles on consumers' evaluation and willingness of the company's new electric vehicles is found,(2) Using scientific methods such as experimental design and hypothesis testing to verify and infer the existence and direction of the causal effect between the consumer's demand and preference for electric vehicles and the consumer's acceptance and purchase intention of the company's new electric vehicles, for example, using random allocation or matching to control the confounding effect of the consumer's gender, age, income, education, occupation and other variables, or use t-test or variance analysis to compare the average differences in the evaluation and willingness of consumers of different types or dimensions to the company's new electric vehicles. For example, it is found that the evaluation and willingness of innovative consumers to the company's new electric vehicles are significantly higher than those of other types of consumers, and it is found that the evaluation and willingness of consumers of image dimension to the company's new electric vehicles are significantly higher than those of consumers of functional dimension and price dimension,(3) Use analytical skills such as logical reasoning and theoretical support to explain and demonstrate the relationship between consumers' cognition and attitude towards electric vehicles, demand and preference and consumers' acceptance and purchase intention of the company's new electric vehicles, and the cause and mechanism of the causal effect, for example, use induction or deduction to deduce consumers' cognition and attitude towards electric vehicles, the general law between demand and preference and consumers' evaluation and willingness of the company's new electric vehicles. For example, the more positive the consumers' cognition and attitude towards electric vehicles, the higher the consumers' evaluation and willingness towards the company's new electric vehicles, or the more the consumers' demand and preference for electric vehicles are in line with the characteristics of the company's new electric vehicles, the higher the evaluation and willingness of consumers to the company's new electric vehicles, or use existing theories or models to support consumers' cognition and attitude to electric vehicles, the relationship between needs and preferences and consumers' evaluation and willingness to the company's new electric vehicles, and the rationality and effectiveness of causal effects, for example, use consumer behavior theory or marketing mix theory to explain consumers' cognition and attitude to electric vehicles, demand and preferences are important factors that influence consumers' evaluation and willingness to the company's new electric vehicles.

6. Write analysis report

The sixth step in analyzing consumer research data is to write an analysis report, that is, how you want to summarize and present your analysis process and results. The purpose of writing an analysis report is to make your analysis more logical and persuasive, as well as to provide a basis and recommendations for marketing decisions. The steps to write an analysis report are:(1) Determine the structure and content of the analysis report, for example, according to the introduction, the main body,Conclusion, And the order of the appendix to organize the various parts of the analysis report, and what information and materials are included in each part,(2) write the text and language of the analysis report, for example, use clear and accurate language to describe the analysis objectives, Methods, data, results, andConclusion, And use powerful and interesting language to attract the attention and interest of readers,(3) insert graphics and charts for analysis reports, for example, insert visualization tools for analysis in appropriate locations and ways, and use appropriate text and formats to illustrate and cite graphics and charts,(4) prepare references and appendices for analysis reports, for example, list the literature and data cited in the analysis in a standardized and consistent manner, and provide supplements and details in the analysis in an appropriate and necessary manner.

For example, Champ Consulting wrote the following analysis for the above automakers:

How to analyze consumer research data, experts teach you six skills

Introduction

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, the analysis of consumer research data is not an easy task. It requires certain methods and skills to discover the truth and value behind the data. This article will introduce six techniques for analyzing consumer research data, including: determining analysis objectives, selecting appropriate analysis methods, cleaning and organizing data, using visualization tools, looking for relevance and causality, and writing analysis reports. These techniques are based on the expert experience and practice of Shangpu Consulting, as well as specific examples of consumer research services provided by Shangpu Consulting to multiple clients. By using these techniques, companies can more effectively analyze consumer research data, thereby improving marketing effectiveness and competitiveness.

The structure of this paper is as follows: The first part is the main body, which is divided into six sections, introducing six techniques for analyzing consumer research data, and the case analysis of Champ Consulting. The second part isConclusionThe third part is the reference literature, which lists the literature and materials cited in this article, and the fourth part is the appendix, which provides the supplement and details of this article.

Subject

1. Determine the objectives of the analysis

The first step in analyzing consumer research data is to determine the goal of the analysis, that is, what answers or insights you want to get from the data. Analytical objectives should be aligned with your marketing goals and research objectives, for example, you may want to understand consumer satisfaction with your products or services, or you may want to explore consumer buying behavior and motivations. Identifying analysis objectives can help you focus on important parts of your data, avoid irrelevant or redundant information, and guide you in selecting the appropriate analysis methods and tools.

For example, Champu Consulting provided a consumer research service for an automaker to understand consumers' opinions and wishes on the company's new electric vehicles. The analysis objectives of Shangpu Consulting Company are:(1) to evaluate consumers' perceptions and attitudes towards electric vehicles,(2) to identify consumers' needs and preferences for electric vehicles,(3) to analyze consumers' acceptance and purchase intention of the company's new electric vehicles, and (4) to make marketing suggestions for the company's new electric vehicles.

2. Select the appropriate analysis method

The second step in analyzing consumer research data is to choose the appropriate analysis method, that is, how you want to process and interpret the data. The analysis method should match your analysis objectives and data types, for example, you may need to use descriptive statistics to summarize the basic characteristics of the data, or you may need to use inferential statistics to test the differences and associations of the data, or you may need to use exploratory analysis to discover patterns and trends in the data. Choosing the right analysis method can help you effectively extract information from the data and avoid errors or misleadingConclusionIt can also increase the credibility and persuasiveness of your analysis.

For example, Champ Consulting has chosen the following analytical methods for the above-mentioned automakers:(1) frequency analysis and percentage analysis are used to describe the distribution of consumers' perceptions and attitudes towards electric vehicles, and (2) cluster analysis and factor analysis are used to identify the types and dimensions of consumers' needs and preferences for electric vehicles,(3) using cross analysis and chi-square test to analyze the differences and associations between consumers' acceptance and purchase intention of the company's new electric vehicles, and (4) using SWOT analysis and 4P analysis to put forward marketing suggestions for the company's new electric vehicles.

3. Clean and organize data

The third step in analyzing consumer research data is to clean and organize the data, that is, you want to ensure the quality and availability of the data. The process of cleaning and organizing data includes:(1) checking and removing errors or outliers in the data, for example, vacant values, duplicate values, or values that do not conform to logic,(2) transforming and encoding variables in the data, for example, transforming qualitative variables into quantitative variables, or grouping continuous variables into discrete variables,(3) integrating and reconstructing tables in the data, for example, combine multiple data sources into one dataset, or split or summarize datasets according to different dimensions. Cleaning and organizing data can help you improve the accuracy and consistency of data, avoid analysis bias and interference, and also facilitate subsequent analysis and visualization.

For example, Shangpu Consulting Company carried out the following operations to clean up and organize the data for the above-mentioned automobile manufacturers:(1) checked and deleted the vacant and duplicate values in the data,(2) converted and coded the qualitative variables in the data, for example, converted the variables of consumers' gender, age, income, education, occupation, etc. into numerical variables, and the variables of consumers' cognition and attitude towards electric vehicles are transformed into five-point scale variables,(3) the tables in the data are integrated and reconstructed, for example, the questionnaire survey data and in-depth interview data are combined into one data set, and the data set is divided or summarized according to the consumer's gender, age, income, education, occupation and other variables.

4. Use visualization tools

The fourth step in analyzing consumer research data is to use visualization tools, that is, what graphs or charts you want to use to show and interpret the data. The purpose of using visualization tools is to make the data easier to understand and remember, as well as to highlight the focus and highlights of the data. The principles of using visualization tools are:(1) select graphs or charts suitable for data types and analysis objectives, for example, use bar charts or pie charts to show the distribution of data, or use line charts or scatter charts to show the changes or relationships of data,(2) design clear and beautiful graphs or charts, for example, use appropriate colors, fonts, labels, legends, elements such as titles to enhance the readability and attractiveness of the graph or chart,(3) explain and annotate the meaning of the graph or chart andConclusionFor example, use concise and powerful language to summarize the main information and enlightenment of a graph or chart.

For example, Shangpu Consulting Company used the following visualization tools for the above-mentioned automobile manufacturers:(1) use bar charts and pie charts to show the distribution of consumers' cognition and attitude towards electric vehicles, for example, what proportion of consumers think that electric vehicles are environmentally friendly, energy-saving, safe, fashionable, convenient, etc,(2) Use the result graph of cluster analysis and factor analysis to identify the types and dimensions of consumers' needs and preferences for electric vehicles, for example, divide consumers into four categories: environmental protection, performance, economy, and innovation, and summarize consumers' needs and preferences into three dimensions: function, price, and image,(3) The results of cross analysis and chi-square test are used to analyze the differences and associations of consumers' acceptance and purchase intentions of the company's new electric vehicles, for example, to compare the differences of consumers' evaluation and willingness of the company's new electric vehicles with different gender, age, income, education, occupation and other variables, and to calculate the significance level of these differences, and (4) use the result matrix of SWOT analysis and 4P analysis to put forward marketing suggestions for the company's new electric vehicles, for example, analyze the advantages, disadvantages, opportunities, and threats of the company's new electric vehicles, and put forward the company's new electric vehicles products, prices, channels, and promotion strategies and measures.

consumer needs and preferences, with market potential and competitive advantage

The high cost of electric vehicles, low endurance and insufficient charging facilities affect consumers' purchase intention and use experience

The increasing market demand and policy support for electric vehicles provide a good opportunity for the promotion and development of electric vehicles.

The market for electric vehicles is becoming increasingly competitive, and other automakers are constantly introducing new electric vehicles, threatening the company's market share and profits.

Price

The price of the company's new electric vehicles is relatively reasonable, in line with consumer expectations and affordability, and has a certain price advantage

The price of the company's new electric cars is still higher than that of traditional cars, limiting consumers' purchasing power and willingness to buy, and requiring more price incentives.

The downward price trend of electric vehicles and the government's subsidy policy provide favorable conditions for the sales of electric vehicles.

The price fluctuation of electric vehicles and the change of government subsidy policy have brought uncertainty and risk to the sales of electric vehicles.

Channel

The company's new electric vehicles have a wide range of channels, including online and offline sales and service networks, which are convenient for consumers to purchase and use, and have certain channel advantages

The channel construction of the company's new electric vehicles is still insufficient, especially the distribution and number of charging facilities, which affects the convenience and satisfaction of consumers, and requires more channel investment

The channel innovation and cooperation of electric vehicles provide new possibilities for the promotion and development of electric vehicles.

The channel competition and conflict of electric vehicles have brought new challenges to the promotion and development of electric vehicles.

Promotion

The company's new electric car promotion activities are rich and diverse, including advertising, public relations, sales promotion, direct marketing, etc., which effectively increase consumers' awareness and interest, and have certain promotional advantages

The promotional effect of the company's new electric vehicles still needs to be improved, especially consumer loyalty and word-of-mouth, affecting consumers' repeat purchases and recommend, and more promotional innovations are needed.

The promotion trend and opportunity of electric vehicles provide new opportunities for the promotion and development of electric vehicles

The difficulty and cost of promotion of electric vehicles have brought new pressure to the promotion and development of electric vehicles.

4P Analysis Product Price Channel Promotion

The strategy is guided by the needs and preferences of consumers, continuously improve and innovate the functions, prices, and images of electric vehicles, improve the performance, quality, and beauty of electric vehicles, and build the brand image and differentiation advantages of electric vehicles. With the expectations and affordability of consumers as a reference, formulate a reasonable and competitive price strategy for electric vehicles, combined with the government's subsidy policy and the price trend of the market, provide price incentives and concessions for electric vehicles, increase the price attractiveness of electric vehicles, target the purchase and use of consumers, establish extensive and effective sales and service channels for electric vehicles, including online and offline channels, and charging facilities Channels, improve the channel coverage and channel cooperation of electric vehicles, and increase the channel convenience of electric vehicles Focus on consumers' cognition and behavior, implement diversified and powerful promotional activities for electric vehicles, including advertising, public relations, sales promotion, direct marketing, etc., improve the promotional coverage and promotional effects of electric vehicles, and increase the promotional influence of electric vehicles

Measures (1) According to the needs and preferences of consumers, develop and launch electric vehicles of different types and dimensions, such as environmental protection, performance, economy, and innovation, as well as the dimensions of function, price, and image, to meet the needs and preferences of different consumers,(2) Continuously improve and innovate the technology, design, and quality of electric vehicles, and improve the performance, energy saving and safety of electric vehicles, the level of fashion, convenience and other aspects, enhance the competitiveness and attractiveness of electric vehicles,(3) build the brand image and differentiation advantages of electric vehicles, shape the brand personality and value of electric vehicles, and enhance the brand recognition and loyalty of electric vehicles (1) According to consumers' expectations and affordability, formulate reasonable and competitive price strategies for electric vehicles, consider the cost, profit, market of electric vehicles, and competition and other factors, determine the price positioning and price range of electric vehicles,(2) combine the government's subsidy policy and market price trends, provide price incentives and concessions for electric vehicles, for example, provide loans for electric vehicles, installments, discounts, rebates, and other ways to reduce consumers' purchase costs and risks,(3) according to consumers' needs and preferences, provide price differentiation and price discrimination for electric vehicles, for example, provide price choices for electric vehicles of different types and dimensions, or provide price differences for electric vehicles of different times, places, and groups of people (1) According to consumers' purchase and use, Establish extensive and effective sales and service channels for electric vehicles, including online and offline channels, for example, establish official websites for electric vehicles, social media, e-commerce platforms, and electric car stores, dealers, agents, etc., to facilitate consumers' purchase and use,(2) establish channels for charging facilities, improve the distribution and quantity of charging facilities, for example, establish electric car charging stations, charging piles, charging cards, and cooperation with other charging facilities, for example, cooperation with gas stations, parking lots, shopping malls, hotels, etc., to provide charging services, to facilitate the use of consumers,(3) improve the channel coverage and channel cooperation of electric vehicles, expand the channel network and channel influence of electric vehicles, for example, increase the number and scope of online and offline channels of electric vehicles, and the degree and depth of cooperation with other channels, and increase the channel efficiency and channel satisfaction of electric vehicles

(1) According to consumers' cognition and behavior, implement diversified and powerful promotion activities of electric vehicles, including advertising, public relations, sales promotion, direct marketing, etc., for example, produce and publish advertisements of electric vehicles, publicize the advantages and characteristics of electric vehicles, and improve consumers' awareness and interest,(2) Establish and maintain public relations of electric vehicles, and improve the reputation and image of electric vehicles, for example, organize and participate in exhibitions, forums and activities of electric vehicles, as well as communication and cooperation with the government, media and social organizations, so as to enhance consumers' trust and love. (3) Provide sales promotion of electric vehicles and increase the sales and market share of electric vehicles, for example, provide test drives, gifts, coupons, lucky draws, points, members and other ways of electric vehicles to stimulate consumers' purchasing desire and purchasing behavior,(4) Implement the direct marketing of electric vehicles, improve the customer relationship and loyalty of electric vehicles, for example, through telephone, mail, SMS, WeChat, QQ, etc., to carry out personalized and targeted communication and services with consumers, and increase consumption Repeated purchases and recommend.

Conclusion

This article introduces six techniques for analyzing consumer research data, including: determining analysis goals, selecting appropriate analysis methods, cleaning and organizing data, using visualization tools, looking for relevance and causality, and writing analysis reports. These techniques are based on the expert experience and practice of Shangpu Consulting, as well as specific examples of consumer research services provided by Shangpu Consulting to multiple clients. By using these techniques, companies can more effectively analyze consumer research data, thereby improving marketing effectiveness and competitiveness.

The main ideas and implications of this paper are:(1) the analysis of consumer research data is a systematic and scientific work, which requires the use of certain methods and skills to discover the truth and value behind the data,(2) the process and results of analyzing consumer research data should be consistent with the marketing objectives and strategies of enterprises, so as to provide basis and suggestions for marketing decisions,(3) The techniques and cases of analyzing consumer research data can provide reference and reference for enterprises, but they also need to be adjusted and innovated according to different situations and needs.

References

[1] Liu Xiaoming. Consumer Behavior [M]. Beijing: Tsinghua University Press, 2019.

[2] Marx. Marketing Research Methods [M]. Beijing: China Renmin University Press, 2018.

[3] Wang Xiaohua. Electric Vehicle Market Analysis and Marketing Strategy Research [D]. Shanghai: Shanghai Jiaotong University, 2020.

[4] Zhang Dashan. Data Analysis and Visualization [M]. Beijing: Electronic Industry Press, 2019.

[5] Li Xiaoming. Consumer Research Report on Electric Vehicles [R]. Beijing: Shangpu Consulting Company, 2023.

Appendix

Appendix I: Consumer Survey Questionnaire

Appendix 2: In-depth interviews with consumer research

Appendix III: Consumer Research Data Set

Appendix IV: Detailed process and results of consumer research data analysis