Basic concepts and types of 1. consumer research

Consumer research refers to the activities of collecting, recording, analyzing and interpreting information about consumers through systematic, purposeful, planned and methodical methods. The main purpose of consumer research is to help companies understand consumer needs, preferences, behavior and satisfaction, so as to develop effective marketing strategies, such as product development, pricing, distribution, promotion, service, etc.

The types of consumer research can be classified according to different criteria, such as the purpose, scope, time, and method of the research. According to the purpose of the research, consumer research can be divided into exploratory research, descriptive research and causal research. Exploratory research refers to preliminary, open, unstructured research, such as in-depth interviews, focus groups, observation methods, etc., conducted to understand the basic situation, problems, motivations, attitudes, etc. Descriptive research refers to representative, structured, and quantitative research conducted to describe consumer characteristics, behaviors, preferences, etc., such as questionnaires, experimental methods, and sampling methods. Causal research refers to rigorous, experimental, and controlled research conducted to explore the causal relationship between consumer behavior and influencing factors, such as experimental methods, regression analysis, and factor analysis.

According to the scope of research, consumer research can be divided into macro research and micro research. Macro research refers to the research on the overall size, structure, trends and characteristics of consumers from a holistic, global and strategic point of view, such as market analysis, market forecasting, market segmentation and so on. Micro-research refers to the research on the specific needs, preferences, behaviors, and satisfaction of consumers from an individual, local, and tactical perspective, such as product testing, price testing, advertising testing, and satisfaction surveys.

According to the time of the survey, consumer research can be divided into cross-sectional research and vertical research. Cross-sectional research refers to a one-time, instantaneous, static survey of consumers at a specific point in time, such as snapshot research, instantaneous research, etc. Vertical survey refers to multiple, dynamic and changing surveys of consumers over a continuous period of time, such as tracking surveys, trend surveys, etc.

According to the method of research, consumer research can be divided into subjective research and objective research. Subjective research refers to the research of consumer information obtained by directly asking consumers' opinions, feelings, attitudes, etc., such as interview method, questionnaire method, scale method, etc. Objective research refers to the research of consumer information obtained by observing consumer behavior, reaction, results, etc., such as observation, experimental method, scanning method, etc.

Planning Process for 2. Consumer Research

The planning and implementation of consumer research is not a simple matter. It needs to consider many factors, such as research purpose, objects, methods, data, analysis and reporting. The planning process for consumer research can be divided into the following steps:

1. Determine the purpose of the research

The purpose of the survey refers to the main objectives and expected results of the survey, which is the starting point and guiding principle of the survey, which determines the scope, content, methods and resources of the survey. There are several ways to determine the purpose of the survey:

Problem analysis: By analyzing the market problems faced by enterprises, such as market opportunities, market threats, market competition, etc., to determine the purpose of research, such as understanding consumer needs, preferences, behavior, etc.

Target analysis: By analyzing the market objectives of the enterprise, such as market share, market growth, market profit, etc., to determine the purpose of the research, such as assessing consumer satisfaction, loyalty, recommend, etc.

Decision analysis: By analyzing the market decisions of enterprises, such as product development, pricing, distribution, promotion, service, etc., to determine the purpose of research, such as testing consumer response, impact, effect, etc.

The purpose of the survey should have the following characteristics:

Clear: The purpose of the research should clearly express the theme, scope, content and results of the research, and avoid vague, general and vague expressions.

Feasibility: The purpose of the research should consider the feasibility of the research, such as time, cost, resources, technology, law, etc., to avoid being too ideal, beyond reality, and unrealistic.

Useful: The purpose of the research should be in line with the market needs of the enterprise, such as solving problems, achieving goals, supporting decision-making, etc., to avoid irrelevant, meaningless, and worthless research.

Easy to measure: The purpose of the research should be tested and evaluated through effective methods and data, such as setting indicators, selecting samples, using tools, etc., to avoid research that cannot be verified, measured and evaluated.

2. Select the research object

The research object refers to the main source of information of the research, which is the basis and basis of the research, and it determines the quality and effect of the research. There are several ways to select research objects:

Target market approach: By analyzing the target market of the enterprise, such as market segmentation, market positioning, market selection, etc., to select research objects, such as target consumers, target competitors, target channels, etc.

Problem-related method: through the analysis of the research problems, such as the nature of the problem, the impact of the problem, the solution of the problem, etc., to select the research object, such as the problem of the producer, the victim of the problem, the problem solver.

Data availability method: by analyzing the availability of data, such as the existence of data, data acquisition, data cost, etc., to select research objects, such as existing data, second-hand data, first-hand data, etc.

The research object should have the following characteristics:

Representative: The research object should be able to represent the characteristics, behaviors, opinions, etc. of the whole market or target group, and avoid deviation, error and distortion of the research object.

Accessibility: The research object should be able to be effectively contacted, communicated, exchanged, etc., to avoid difficult to find, difficult to contact, difficult to cooperate with the research object.

Credibility: The research object should be able to provide true, accurate and reliable information, and avoid false, wrong and dishonest research objects.

3. Design research methods

The research method refers to the specific way of collecting, recording, analyzing and interpreting consumer information, which is the core and key of the research, which determines the efficiency and effectiveness of the research. There are several ways to design research methods:

Objective Adaptation: Through the analysis of the purpose of research, such as exploratory, descriptive, causal, etc., to design research methods, such as interviews, questionnaires, experimental methods.

Object adaptation method: through the analysis of the research object, such as the characteristics of consumers, behavior, opinions, etc., to design research methods, such as observation method, scanning method, scale method.

Resource adaptation method: through the analysis of research resources, such as time, cost, manpower, technology, etc., to design research methods, such as sampling method, network method, software method.

Research methods should have the following characteristics:

Effectiveness: The research method should be able to effectively collect, record, analyze and interpret consumer information and avoid ineffective, useless and meaningless research methods.

Economy: Research methods should be able to use research resources sparingly, such as time, cost, manpower, technology, etc., to avoid wasteful, excessive, and unnecessary research methods.

Scientific: research methods should be able to comply with scientific principles, norms, standards, etc., to avoid unreasonable, non-standard, non-standard research methods.

4. Collecting and processing data

Data refers to the consumer information obtained during the research process. It is the result and basis of the research, and it determines the quality and effect of the research. There are several ways to collect and process data:

Data collection method: Through the use of research methods, such as interviews, questionnaires, experimental methods, etc., to collect consumer information, such as consumer characteristics, behavior, opinions, etc.

Data cleaning method: to improve the quality of data by checking, correcting, and deleting errors, missing, and exceptions in the data, such as logic inspection, consistency inspection, and outlier inspection.

Data coding method: by converting data into numbers, symbols, classification, etc., to facilitate the storage, analysis and interpretation of data, such as digital coding, symbol coding, classification coding, etc.

The data should have the following characteristics:

Completeness: The data should be able to cover the purpose, object, method, etc. of the research, avoiding missing, insufficient, incomplete data.

Accuracy: The data should be able to reflect the real situation of consumers, avoiding errors, deviations, and distorted data.

Consistency: The data should be able to maintain internal and external consistency, avoiding contradictory, conflicting, and uncoordinated data.

5. Analyzing and interpreting data

Data analysis refers to the use of statistics, mathematics, economics and other knowledge and skills to process, organize, summarize, infer, etc., so as to obtain valuable information andConclusion. Data interpretation refers to the use of logic, psychology, sociology and other knowledge and skills to explain, explain and evaluate the results of data analysis, so as to obtain meaningful information and suggestions. There are several ways to analyze and interpret data:

Descriptive analysis: by describing, summarizing, displaying, etc., to reflect the basic situation of the data, such as average, standard deviation, frequency distribution, charts, etc.

Inferential analysis: by inferring, estimating, testing, etc., to reflect the overall characteristics of the data, such as confidence intervals, hypothesis testing, correlation analysis, regression analysis, etc.

Explanatory analysis: through the interpretation, description, evaluation, etc. of the data, to reflect the deep meaning of the data, such as causal analysis, comparative analysis, evaluation analysis, recommendation analysis.

Data analysis and interpretation should have the following characteristics:

Objectivity: Data analysis and interpretation should be based on the facts of the data, avoiding subjective biases, misunderstandings, assumptions, etc.

Systematic: Data analysis and interpretation should consider the integrity, relevance, dynamics, etc. of the data, avoiding isolated, one-sided, static analysis and interpretation.

Innovation: Data analysis and interpretation should use new knowledge, skills, methods, etc., to avoid outdated, backward, imitation of the analysis and interpretation.

6. Write and present reports

A report is a document or speech that presents the process, results, conclusions, recommendations, etc. of the research in written or oral form to the client or stakeholders of the research. The report is the final product and result of the research, which determines the value and significance of the research. There are several ways to write and present a report:

Report structure method: by organizing the contents of the report according to a certain logical order and level, such as title, summary, table of contents, body, appendix, etc.

Report content method: according to certain principles and standards, to write the content of the report, such as objective, clear, complete, useful and so on.

Report form method: by according to a certain format and style, to present the form of the report, such as font, color, chart, notes, etc.

The report should have the following characteristics:

Targeted: The report should be able to meet the needs of the principal or stakeholders, such as solving problems, achieving goals, supporting decision-making, etc., and avoid irrelevant, meaningless, and worthless reports.

Persuasive: The report should be based on data, supported by logic, based on facts as evidence, and guided by suggestions, avoiding empty, perfunctory, subjective, and one-sided reports.

Attractive: The report should be able to attract the attention of the reader or audience in a concise, clear, vivid and interesting way, avoiding long, obscure, boring and boring reports.

Examples of 3. consumer research

In order to better illustrate the process and methods of planning and implementation of consumer research, this article will provide some examples of consumer research, showing the cases of consumer research services provided by Champ Consulting to its clients, as well as the results and recommendations of the research.

1. A survey of consumer satisfaction of an automobile brand

An automobile brand is an internationally renowned automobile manufacturer whose products cover multiple market segments, such as cars, SUVs, sports car, etc. The brand wants to understand its consumer satisfaction in the Chinese market and the factors that affect consumer satisfaction in order to increase its market share and brand image. The brand commissioned Shangpu Consulting to conduct consumer satisfaction research, and Shangpu Consulting conducted the research according to the following steps:

Determine the purpose of the survey: the purpose of the survey is descriptive, that is, to describe the brand's consumer satisfaction in the Chinese market, as well as the factors that affect consumer satisfaction, such as product quality, price, service, word of mouth, etc.

Select the research object: the research object is the existing consumers of the brand, that is, the consumers who have bought or used the brand car in the past year, and the potential consumers, that is, the consumers who intend to buy or use the brand car.

Design research method: The research method is the questionnaire method, that is, through the design of a basic consumer information, consumer satisfaction, consumer loyalty, consumer recommend and other aspects of the questionnaire, to collect consumer information. The form of the questionnaire is the network questionnaire, that is, through e-mail, social media, websites and other channels, to distribute and recycle the questionnaire.

Collecting and processing data: Through the use of online questionnaires, Champu Consulting collected 1000 valid questionnaires, of which 500 were existing consumers and 500 were potential consumers. The data is cleaned, coded, and stored by Champ Consulting to facilitate data analysis and interpretation.

Analysis and interpretation of the data: Using statistical software, Champ Consulting conducted descriptive, inferential and explanatory analysis of the data, resulting in the following results andConclusion：

The average consumer satisfaction of the brand in the Chinese market is 3.8 (out of 5), which is higher than the industry average, but lower than similar competitive brands, indicating that the brand has certain advantages in the Chinese market, but it also faces Fierce competition.

There are many factors that affect consumer satisfaction, the most important of which is product quality, price, service and word of mouth, the correlation coefficients of these four factors are 0.7, 0.6, 0.5 and 0., indicating that the relationship between these four factors and consumer satisfaction is positively correlated, that is, the higher the four factors, the higher the consumer satisfaction.

The relationship between consumer satisfaction and consumer loyalty and consumer recommend is also positively correlated, that is, the higher the consumer satisfaction, the higher the consumer loyalty and consumer recommend. The average consumer loyalty is 3.6 (out of 5), and the average consumer recommend is 3.7 (out of 5), indicating that the brand has a certain degree of loyal customers and reputation in the Chinese market, but there is room for improvement.

Writing and presenting the report: Based on the results of data analysis and interpretation, Champ Consulting has written a detailed report, including the title, summary, table of contents, body, appendices, etc. of the report, as well as the form, format, style, etc. Based on the contents of the report, Champ Consulting also made the following recommendations:

The brand should continue to maintain the advantages of its product quality, constantly innovate and improve the performance, function, design, etc. of its products to meet the needs and preferences of consumers.

The brand should reasonably formulate its pricing strategy, considering not only the cost, profit and value of its products, but also the affordability, psychological expectations and competitors of consumers.

The brand should improve its service level, not only to provide high-quality pre-sales, sales, after-sales service, but also to provide personalized, value-added, differentiated services to increase consumer satisfaction and loyalty.

The brand should strengthen the construction of its reputation, not only using traditional media, advertising, public relations and other means, but also using modern social media, online marketing, word-of-mouth marketing and other means to expand its brand's popularity and reputation.

Champ Consulting presented the report to the brand's client in written and oral form, which was recognized and appreciated by the client.

2. A survey of consumer behavior of a cosmetic brand

A cosmetics brand is a well-known cosmetics manufacturer in China, and its products cover multiple market segments, such as skin care, makeup, perfume, etc. The brand wants to understand its consumer behavior in the Chinese market and the factors that influence consumer behavior in order to increase its market share and product image. The brand commissioned Shangpu Consulting to conduct consumer behavior research, and Shangpu Consulting conducted the research according to the following steps:

Determine the purpose of the research: the purpose of the research is exploratory, that is, to explore the consumer behavior of the brand in the Chinese market, as well as the factors that affect consumer behavior, such as consumer demand, motivation, attitude, knowledge, belief, culture, etc.

Select the research object: the research object is the existing consumers of the brand, that is, the consumers who have bought or used the cosmetics of the brand in the past year, and the potential consumers, that is, the consumers who intend to buy or use the cosmetics of the brand.

Design research method: The research method is in-depth interview method, that is, through in-depth, open and unstructured dialogue with consumers face-to-face or telephone to collect consumer information. The content of the interview includes the basic information of consumers, the purchase behavior of consumers, the use behavior of consumers, the evaluation behavior of consumers and so on.

Collecting and processing data: Using in-depth interviews, Champ Consulting collected 100 valid interview records, of which 50 were current consumers and 50 were potential consumers. The data is cleaned, coded, and stored by Champ Consulting to facilitate data analysis and interpretation.

Analysis and interpretation of the data: By using content analysis, Shangpu Consulting classified, coded, summarized and interpreted the data, and obtained the following results.Conclusion：

The characteristics of the brand's consumer behavior in the Chinese market are as follows. For example, consumers' purchasing behavior is affected by many factors, such as personal factors, social factors, situational factors, etc.; consumers' use behavior is affected by product attributes, use occasions, use effects, etc.; consumers' evaluation behavior is affected by their own satisfaction, others' opinions, brand image, etc.

There are many factors that affect consumer behavior, the most important of which is consumer demand, motivation, attitude, knowledge, belief and culture. The correlation coefficients of these six factors are 0.8, 0.7, 0.6, 0.5, 0.4 and 0. This shows that the relationship between these six factors and consumer behavior is positively correlated, that is, the stronger the six factors, the more positive the consumer behavior.

The relationship between consumer behavior and consumer satisfaction and consumer loyalty is also positively correlated, that is, the more positive consumer behavior, the higher consumer satisfaction and consumer loyalty. The average value of consumer satisfaction is 3.9 (out of 5), and the average value of consumer loyalty is 3.8 (out of 5), indicating that the brand has certain advantages in the Chinese market, but there is also room for improvement.

Writing and presenting the report: Champ Consulting has written a detailed report based on the results of the data analysis and interpretation, including the title of the report,AbstractCatalogue,Text, appendices, etc., and the form, format, style, etc. of the report. Based on the contents of the report, Champ Consulting also made the following recommendations:

The brand should have a deep understanding of consumers' needs, motivations, attitudes, knowledge, beliefs and culture, as well as the relationship between these factors and consumer behavior, so as to formulate market strategies that are more in line with consumers, such as product development, pricing, distribution, promotion, service, etc.

The brand should increase consumers' use occasions and use effects to improve consumers' use behavior and evaluation behavior, thereby improving consumer satisfaction and loyalty, such as providing multiple product attributes, multiple use methods, and multiple use effects. Wait.

The brand should strengthen consumer word-of-mouth communication to improve consumer buying behavior and evaluation behavior, thereby improving consumer satisfaction and loyalty, such as using social media, online marketing, word-of-mouth marketing and other means to increase consumer trust And recognition.