The basic principle of consumer research is to put forward feasible suggestions and solutions by collecting, analyzing and interpreting relevant data from the needs of consumers. The basic steps of consumer research are as follows:

Clear objectives: determine the purpose, scope, objects and expected results of the research.

Design: Select the appropriate research methods, sample design, data sources and analysis tools.

Data collection: first-hand or second-hand data are obtained through questionnaires, interviews, observations, etc.

Analysis of data: the use of statistical analysis, factor analysis, cluster analysis and other methods of data collation, induction and interpretation.

Suggestions: According to the results of data analysis, put forward targeted market strategies or improvement measures.

Report writing: Present the research process and results to customers or decision makers in the form of text, charts or videos.

The methods of consumer research are divided into two main categories: qualitative research and quantitative research. Qualitative research refers to the in-depth exploration of difficult-to-quantify information such as consumers' motivations, attitudes, feelings and thoughts through unstructured or semi-structured methods. Quantitative research refers to the collection and quantification of consumer behavior, characteristics, opinions and other easily quantifiable information through a structured or standardized way. Qualitative research and quantitative research have their own advantages and disadvantages, and appropriate methods should be selected or used in combination according to different goals and situations. In general, qualitative research is better suited to identify problems or opportunities, explore new areas or concepts, generate hypotheses or theories, and provide in-depth insights and explanations. Quantitative research is better suited to validate problems or opportunities, measure market size or potential, test hypotheses or theories, and provide breadth of data and evidence.

The common methods of qualitative research are:

Focus group: 6-12 target consumers are invited to discuss a topic in a relaxed environment, and a moderator guides them to observe and record their words, expressions and interactions.

In-depth interview: a face-to-face or telephone interview with a target consumer alone, through open-ended questions, in-depth understanding of their needs, feelings and thoughts.

Project Method: Let the target consumer complete some tasks involving imagination, association, creation or expression, such as drawing, writing stories, taking pictures, etc., to reveal their subconscious or emotions.

Observation method: Under natural conditions, observe the behavior, scene and details of the target consumer in a purposeful and planned way, and analyze its internal causes and laws.

Experimental method: Under the condition of controlling variables, some operation or stimulation is carried out on the target consumer, and its reaction or result is observed to test a causal relationship.

The common methods of quantitative research are:

Questionnaire survey: Design a questionnaire containing multiple structured or standardized questions, which is distributed and recycled to a large number of target consumers by mail, telephone, online or face-to-face to obtain data on their behaviors, characteristics, opinions, etc.

Experimental design: Design an experimental scheme containing multiple levels or variables, and compare their reactions or results by randomly assigning target consumers to different experimental groups to test a causal relationship.

A/B testing: Design two or more different solutions (e. g., ads, web pages, products, etc.), display them to different target consumers, and compare their effects (e. g., click-through rate, conversion rate, satisfaction, etc.) to determine the best solution.

Data mining: the use of existing large amounts of data (such as sales data, social media data, search engine data, etc.), the use of statistical analysis, machine learning and other techniques to find hidden patterns, associations or trends.

The key to consumer research is to design in-depth questions, that is, questions that can touch the real needs, motivations, feelings and thoughts of consumers. There are ways to design questions with depth:

Scenario-oriented: Starting from different scenarios such as consumer purchase, use, and evaluation, design scenario-related issues to understand consumer behavior and needs in different scenarios.

Goal-oriented: Starting from the consumer's goal or expectation, design goal-related questions to understand why consumers choose or reject a certain product or service, and how to evaluate its effect or value.

Problem-oriented: Starting from the consumer's problem or confusion, design problem-related problems to understand the difficulties or pain points encountered by consumers in the purchase or use process, and how to solve or improve.

Insight-oriented: Design insight-related questions from the consumer's insight or innovation to understand the consumer's novel or interesting opinions or suggestions about the product or service, and how to improve its attractiveness or satisfaction.

Specific cases and analysis of consumer research services provided by Shangpu Consulting for different industries and enterprises:

For a fast consumer goods enterprises to provide new product development of consumer research services. The company wants to develop a skincare product aimed at young women, but is unclear about the needs and preferences of the target market. Using qualitative research methods, through focus groups and in-depth interviews, we learned about the target consumers' skin care habits, purchase motivation, brand awareness and desired results, and put forward suggestions on the positioning, characteristics, name and packaging of new products.

For a car company to provide brand image of consumer research services. The company wants to increase the visibility and reputation of its brand in the market, but does not understand the consumer's perception and evaluation of its brand. Using quantitative research methods, Shangpu Consulting collected and analyzed data on brand awareness, brand association, brand attitude and brand loyalty of target consumers through questionnaires and data mining, and proposed brand communication, brand positioning and brand extension strategies.

A consumer research service on consumer satisfaction was provided for a catering company. The company wants to increase the traffic and return rate of its restaurants, but does not know the level of consumer satisfaction and improvement opinions of its restaurants. Using a combination of qualitative and quantitative research, Shangpu Consulting observed and tested the target consumer's dining experience in the restaurant, including dishes, service, environment, price, etc., through observation and experimental design, and put forward suggestions to optimize the menu, improve the quality of service, improve the restaurant atmosphere and so on.