1. consumer research ranges from single to comprehensive

The scope of consumer research refers to the content and aspects involved in consumer research, including the basic situation of consumers, purchase motivation, purchase behavior, purchase habits, consumption structure, consumption level, consumption preference, consumption satisfaction, consumption loyalty, consumption opinion, etc. The scope of consumer research reflects the depth and breadth of consumer research, and also affects the choice of consumer research methods and technologies.

In the early stage of market economy, the scope of consumer research is relatively single, mainly concentrated in the product or service level, that is, consumer demand for products or services, cognition, evaluation, choice and other aspects of research. The scope of this kind of consumer research is mainly to understand the basic needs and preferences of consumers, as well as the market potential and competitiveness of products or services, and to provide reference for the development, improvement, pricing and distribution of products or services. For example, Shangpu Consulting conducted a consumer survey for an automobile company in 2008, mainly to understand consumers' demand, cognition, evaluation, choice and other aspects of automobiles, as well as the scale, structure and trend of the automobile market, so as to provide a basis for the market strategy and marketing strategy of automobile enterprises.

With the changes in the market environment and the diversification of consumer needs, the scope of consumer research has gradually expanded and deepened, from a single product or service level to a comprehensive brand or experience level, that is, consumers' needs for brands or experiences., Cognition, evaluation, selection and other aspects of research. The scope of this kind of consumer research is mainly to understand the high-level needs and preferences of consumers, as well as the market influence and competitiveness of brands or experiences, and to provide reference for the construction, promotion and dissemination of brands or experiences. For example, Shangpu Consulting conducted a consumer survey for a hotel company in 2019, mainly to understand consumers' brand image, brand value, brand loyalty, etc., as well as the market position and competition of the hotel brand Advantages, development opportunities, etc., provide a basis for the brand strategy and marketing strategy of hotel companies.

The range of consumer research has evolved from single to comprehensive, reflecting the shift in consumer demand from functional to emotional, and the escalation of competition in the marketplace from a product or service to a brand or experience. The expansion and deepening of the scope of consumer research will help enterprises to understand the needs and psychology of consumers more comprehensively and accurately, meet the needs and expectations of consumers more effectively, and enhance the market competitiveness and profitability of enterprises more effectively.

2. consumer research ranges from partial to overall

The scope of consumer research also refers to the objects and scope involved in consumer research, including individual or group of consumers, market or society, etc. The scope of consumer research reflects the perspective and vision of consumer research, and also affects the purpose and significance of consumer research.

In the early stage of market economy, the scope of consumer research is relatively local, mainly concentrated in the individual or group level, that is, the research of individual consumers or specific consumer groups. The scope of this kind of consumer research is mainly to understand the characteristics, needs, behaviors, psychology, etc. of individual consumers or specific consumer groups, and to provide reference for the selection, segmentation and positioning of the target market of enterprises. For example, Shangpu Consulting conducted a consumer survey for a cosmetics company in 2010, mainly to understand consumers' personal skin types, skin care habits, skin care needs, skin care brand preferences, etc., as well as specific consumer groups (such as women, Youth, white-collar workers, etc.) skin care consumption characteristics, needs, behaviors, psychology, etc., provide a basis for the selection, segmentation, and positioning of the target market of cosmetics companies.

With the change of the market environment and the diversification of consumer demand, the scope of consumer research has gradually expanded and deepened, from the local individual or group level to the overall market or social level, that is, the status, role and influence of consumers in the whole market or society. The scope of this kind of consumer research is mainly to understand the changes and trends of consumers' needs, behaviors and psychology in the whole market or society, as well as the influence and contribution of consumers to the market or society, so as to provide reference for the formulation and implementation of enterprises' market strategy and social responsibility.

The evolution of the scope of consumer research from the local to the whole reflects the transformation of consumer demand from individualization to socialization, and the expansion of market competition from individuals or groups to markets or society. The expansion and deepening of the scope of consumer research is conducive to a broader and longer-term understanding of consumer needs and psychology, more effectively adapt to consumer needs and expectations, and more effectively realize the market value and social value of enterprises.

Selection and combination of the scope of 3. consumer research

The scope of consumer research is not only the important content and direction of consumer research, but also the important basis and guidance of consumer research. The selection and combination of the scope of consumer research should be flexibly used and comprehensively considered according to the purpose and object of consumer research, so as to improve the effect and value of consumer research.

On the one hand, the choice of the scope of consumer research should be based on the purpose of consumer research to determine the focus and focus of consumer research. The purpose of consumer research is the starting point and destination of consumer research, and the driving force and direction of consumer research. The purpose of consumer research can be to understand the basic needs and preferences of consumers, to understand the high-level needs and preferences of consumers, to understand the individual needs and preferences of consumers, to understand the social needs and preferences of consumers, or to understand the changes and trends of consumers' needs and preferences. According to the purpose of different consumer research, the choice of the scope of consumer research can be single, comprehensive, partial, or overall, or a combination of single and comprehensive, partial and overall. For example, if the purpose of consumer research is to understand the basic needs and preferences of consumers, then the choice of the scope of consumer research can be a single product or service level, or a comprehensive brand or experience level, or the combination of the two; if the purpose of consumer research is to understand the social needs and preferences of consumers, then the choice of the scope of consumer research can be the overall market or social level, it can also be at the local individual or group level, or a combination of the two. The choice of the scope of consumer research should be determined in a targeted manner according to the purpose of consumer research to ensure the effectiveness and practicality of consumer research.

On the other hand, the combination of the scope of consumer research should comprehensively consider the diversity and complexity of consumer research according to the object of consumer research. The object of consumer research is the main body and core of consumer research, and the object and content of consumer research. The object of consumer research can be existing consumers, potential consumers, general consumers, special consumers, single consumers, multiple consumers, or different consumer groups. According to the different objects of consumer research, the combination of the scope of consumer research can be single or diverse, simple or complex, or a combination of single and diverse, simple and complex. For example, if the object of consumer research is existing consumers, then the combination of the scope of consumer research can be a single product or service level, or a variety of brand or experience levels, or a combination of the two; If the object of consumer research is multiple consumers, then the combination of the scope of consumer research can be a simple individual or group level, it can also be a complex market or social dimension, or a combination of the two. The combination of the scope of consumer research should consider the diversity and complexity of consumer research according to the object of consumer research, so as to ensure the comprehensiveness and depth of consumer research.

To sum up, the scope of consumer research is not only the important content and direction of consumer research, but also the important basis and guidance of consumer research. The scope of consumer research, from single to comprehensive, from partial to overall, reflects the changes and development of consumer demand and market competition. The selection and combination of the scope of consumer research should be flexibly used and comprehensively considered according to the purpose and object of consumer research, so as to improve the effect and value of consumer research.