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2024-07-18 17:00:00 来源:尚普咨询 浏览量:0
消费者调研的基本原理是以消费者为中心,从其需求出发,通过收集、分析和解释相关数据,提出可行的建议和解决方案。消费者调研的基本步骤如下:
明确目标:确定调研的目的、范围、对象和预期结果。
设计方案:选择合适的研究方法、样本设计、数据来源和分析工具。
收集数据:通过问卷、访谈、观察等方式获取一手或二手数据。
分析数据:运用统计分析、因子分析、聚类分析等方法对数据进行整理、归纳和解释。
提出建议:根据数据分析结果,提出针对性的市场策略或改进措施。
撰写报告:将调研过程和结果以文字、图表或视频等形式呈现给客户或决策者。
消费者调研的方法主要分为定性研究和定量研究两大类。定性研究是指通过非结构化或半结构化的方式,深入探索消费者的动机、态度、感受和想法等难以量化的信息。定量研究是指通过结构化或标准化的方式,收集并量化消费者的行为、特征、意见等易于量化的信息。定性研究与定量研究各有优劣,应根据不同的目标和情境选择适当的方法或结合使用。一般来说,定性研究更适合于发现问题或机会,探索新领域或新概念,生成假设或理论,提供深度的洞察和解释。定量研究更适合于验证问题或机会,衡量市场规模或潜力,测试假设或理论,提供广度的数据和证据。
The common methods of qualitative research are:
焦点小组:邀请6-12名目标消费者,在一个轻松的环境下,由一名主持人引导他们就某个话题进行讨论,观察和记录他们的言语、表情和互动。
深度访谈:单独对一名目标消费者进行面对面或电话的访谈,通过开放式的问题,深入了解其需求、感受和想法。
项目法:让目标消费者完成一些涉及想象、联想、创造或表达的任务,如画画、写故事、拍照等,以揭示其潜意识或情感。
观察法:在自然条件下,有目的、有计划地观察目标消费者的行为、场景和细节,分析其内在的原因和规律。
实验法:在控制变量的条件下,对目标消费者进行一些操作或刺激,观察其反应或结果,以检验某种因果关系。
The common methods of quantitative research are:
问卷调查:设计一份包含多个结构化或标准化的问题的问卷,通过邮件、电话、网络或面对面等方式向大量目标消费者发放并回收,以获取其行为、特征、意见等数据。
实验设计:设计一种包含多个水平或变量的实验方案,通过随机分配目标消费者到不同的实验组,比较其反应或结果,以检验某种因果关系。
A/B测试:设计两种或多种不同的方案(如广告、网页、产品等),分别向不同的目标消费者展示,并比较其效果(如点击率、转化率、满意度等),以确定最优方案。
数据挖掘:利用现有的大量数据(如销售数据、社交媒体数据、搜索引擎数据等),运用统计分析、机器学习等技术,发现其中隐藏的模式、关联或趋势。
消费者调研的关键是设计出有深度的问题,即能够触及消费者的真实需求、动机、感受和想法的问题。设计有深度的问题的方法有:
以场景为导向:从消费者的购买、使用、评价等不同场景出发,设计与场景相关的问题,以了解消费者在不同场景下的行为和需求。
以目标为导向:从消费者的目标或期望出发,设计与目标相关的问题,以了解消费者为什么选择或拒绝某种产品或服务,以及如何评价其效果或价值。
以问题为导向:从消费者的问题或困惑出发,设计与问题相关的问题,以了解消费者在购买或使用过程中遇到的难点或痛点,以及如何解决或改善。
以洞察为导向:从消费者的洞察或创新点出发,设计与洞察相关的问题,以了解消费者对产品或服务的新颖或有趣的看法或建议,以及如何提高其吸引力或满意度。
尚普咨询公司为不同行业和企业提供的消费者调研服务的具体案例和分析:
为一家快消品企业提供了新产品开发的消费者调研服务。该企业想要开发一款针对年轻女性的护肤品,但不清楚目标市场的需求和偏好。尚普咨询公司运用定性研究的方法,通过焦点小组和深度访谈,了解了目标消费者的护肤习惯、购买动机、品牌认知和期望效果等信息,并提出了新产品的定位、特点、名称和包装等建议。
为一家汽车企业提供了品牌形象的消费者调研服务。该企业想要提升其品牌在市场上的知名度和美誉度,但不了解消费者对其品牌的认知和评价。尚普咨询公司运用定量研究的方法,通过问卷调查和数据挖掘,收集并分析了目标消费者的品牌知晓度、品牌联想、品牌态度和品牌忠诚度等数据,并提出了品牌传播、品牌定位和品牌延伸等策略。
为一家餐饮企业提供了消费者满意度的消费者调研服务。该企业想要提高其餐厅的客流量和回头率,但不知道消费者对其餐厅的满意程度和改进意见。尚普咨询公司运用定性和定量研究的结合方法,通过观察法和实验设计,观察并测试了目标消费者在餐厅的用餐体验,包括菜品、服务、环境、价格等方面,并提出了优化菜单、提升服务质量、改善餐厅氛围等建议。
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