Consumer research is an important part of marketing, which can help companies understand consumer needs, preferences, behavior and motivation, so as to develop effective marketing strategies. However, consumer research is not a simple matter. It requires the use of scientific methods and artistic creativity to obtain real, profound and valuable insights. In order to explore the art and science of consumer research, we invited three senior consumer research experts from Shangpu Consulting Group to share their experiences and insights in the field of consumer research. Shangpu Consulting Group is a well-known independent third-party research and investment and financing consulting organization in China, dedicated to providing professional solutions for corporate strategic decision-making. In terms of market research business, Shangpu Consulting has provided professional market research and related consulting services to more than 5000 customers, serving customers covering many industries, and has become the most influential domestic leading brand in market research in China. And won the "China Market Research Customer Satisfaction Best Brand Award".

1. determine research objectives and methods

The first step in consumer research is to determine the objectives and methods of the research. The goal of the research refers to the main problem and purpose of the research, which determines the direction and scope of the research. The method of research refers to the technical means and procedures of research, which determines the efficiency and quality of research. According to different research objectives and methods, consumer research can be divided into qualitative research and quantitative research.

Qualitative research refers to the collection and analysis of non-numerical information such as consumers' words, behaviors, and emotions through unstructured or semi-structured methods to reveal consumers' psychological characteristics, attitudes, motivations, and needs. Factors. Common methods of qualitative research include focus group interviews, in-depth interviews, observation methods, and projection methods. The advantage of qualitative research is that it can obtain rich, detailed and vivid data, discover new problems and assumptions, and explore consumers' subconscious and hidden needs. The disadvantage of qualitative research is that the number of respondents is small, the data is difficult to quantify and summarize, the results are difficult to promote and verify, and the researchers have a greater subjective influence.

Quantitative research refers to the collection and analysis of numerical information such as the number, frequency and proportion of consumers in a structured way to describe and explain the behavioral characteristics, attitude tendencies, demand levels and other table-level factors of consumers. The common methods of quantitative research are questionnaire, experimental method, mathematical statistics and so on. The advantages of quantitative research are the ability to obtain objective, accurate, and systematic data, the ability to validate existing problems and assumptions, the ability to quantify the explicit needs of consumers, and the ability to provide reliable statistical inferences and predictions. The disadvantage of quantitative research is that the number of respondents is large, the data is relatively single and abstract, the results are difficult to in-depth and interpretation, ignoring the personality and emotion of consumers.

Qualitative research and quantitative research have their own advantages and disadvantages, and they are not opposed to each other, but complement each other. In actual consumer research, it is usually necessary to flexibly select and combine qualitative and quantitative research methods according to the objectives and stages of the research in order to achieve the best research results. For example, if the goal of the survey is to explore new needs or problems of consumers, qualitative research can be used to identify potential or hidden needs or problems of consumers, and then quantitative research can be used to verify and quantify the prevalence and importance of these needs or problems. If the goal of the research is to describe and explain the existing needs or problems of consumers, quantitative research methods can be used to collect and analyze basic data and information about consumers, and then qualitative research methods can be used to deepen and interpret the reasons and meanings behind these data and information.

2. Design Research Plan and Questionnaire

The second step of consumer research is to design the research plan and questionnaire. The research plan refers to the specific plan and arrangement of the research, including the purpose, object, content, method, tool, time, place, personnel, budget, etc. The questionnaire of the survey refers to one of the main tools of the survey. It is a standardized form used to collect consumer information, including the title, description, questions, options, codes, etc. of the questionnaire. The design of the research plan and questionnaire is the key link of consumer research, which directly affects the quality and effect of the research.

When designing a research plan, the following aspects need to be considered:

Purpose of the survey: Identify the main issues and objectives of the survey in order to determine the content and scope of the survey and to select appropriate survey methods and tools.

Object of the survey: Determine the target group and sample size of the survey in order to select the appropriate sampling method and research channel. The target group of the survey should be the consumer group relevant to the question and purpose of the survey, for example, if the purpose of the survey is to understand the consumer satisfaction of a brand, then the target group of the survey should be the existing or potential consumers of the brand. The sample size of the survey should be able to represent a certain number of consumers in the target group, for example, if the purpose of the survey is to describe the characteristics of consumers in a particular market, then the sample size of the survey should be able to reflect a certain percentage of consumers in the market as a whole.

Content of the research: Identify the main variables and indicators of the research in order to design appropriate research questions and options. The main variables and indicators of the survey should be consumer information relevant to the question and purpose of the survey, for example, if the purpose of the survey is to explore consumer demand for a product, then the main variables and indicators of the survey should be the type of consumer demand, the degree of demand, demand motivation, etc. The questions and options for the survey should be those that can effectively collect and measure these variables and indicators, for example, if the purpose of the survey is to explore consumer demand for a product, then the questions and options for the survey should be those that allow consumers to express and evaluate their demand for the product.

Methodology of research: Identify technical means and procedures for research in order to perform appropriate research activities and operations. The technical means and procedures of the research should be methods and tools that can effectively realize the purpose and content of the research. For example, if the purpose of the research is to explore the consumer needs of a certain product, then the technical means and procedures of the research should be methods and tools that can enable consumers to fully express and experience the product, such as focus group interviews, product trials, etc. The activities and operations of the research should be the steps and processes that can standardize the implementation and management of these methods and tools. For example, if the purpose of the research is to explore the consumer needs of a certain product, then the activities and operations of the research should be the steps and processes that can ensure the participation, interactivity and authenticity of consumers, such as inviting the right consumers, setting the right scene, providing the right guidance, etc.

Time of research: Determine the start and end dates and duration of the research so that the appropriate research cycle and schedule can be arranged. The starting and ending date and duration of the survey should be able to meet the time range and time requirements of the survey purpose and content. For example, if the purpose of the survey is to understand the consumer trend of a certain market, then the starting and ending date and duration of the survey should be able to cover the time range and time requirements of market changes and development, such as one year, half a year, quarter, etc. The period and progress of the research should be the time arrangement and time node that can reasonably allocate and arrange the research activities and operations. For example, if the purpose of the research is to understand the consumer trend of a certain market, then the period and progress of the research should be the time arrangement and time node that can carry out the research activities and operations according to the rhythm and law of market changes and development, such as monthly, weekly, daily, etc.

Location of the survey: Determine the location and location of the survey in order to select the appropriate survey environment and conditions. The place and location of the survey should be able to adapt to the space scope and space requirements of the survey purpose and content. For example, if the purpose of the survey is to understand the consumer experience of a product, the place and location of the survey should be able to simulate or reflect the space scope and space requirements of consumers using the product, such as homes, offices, shopping malls, etc. The environment and conditions of the survey should be the space facilities and space atmosphere that can ensure the quality and effect of the survey. For example, if the purpose of the survey is to understand the consumer experience of a product, the environment and conditions of the survey should be able to provide consumers with the necessary space facilities and space atmosphere for the product, such as power supply, network, lighting, music, etc.

Research personnel: Identify research participants and leaders in order to assign appropriate research roles and responsibilities. The participants and persons in charge of the survey should be the personnel resources and personnel qualities that are competent for the purpose and content of the survey. For example, if the purpose of the survey is to understand the consumer loyalty of a certain brand, then the participants and persons in charge of the survey should be able to be familiar with or understand the personnel resources and personnel qualities of the brand, such as brand managers, marketing managers, consumer research experts, etc. The role and responsibility of the research should be to be able to clarify and coordinate the division of labor and personnel communication of the research activities and operations. For example, if the purpose of the research is to understand the consumer loyalty of a certain brand, then the role and responsibility of the research should be to be able to clarify and coordinate the division of labor and personnel communication of the planning, execution, analysis and reporting of the research, such as the research leader, research executor, research analyst, research reporter, etc.

Budget for research: Determine the cost and revenue of the research in order to develop appropriate research costs and benefits. The cost and income of the research should be able to meet the economic scope and economic requirements of the research purpose and content. For example, if the purpose of the research is to evaluate the consumer potential of a certain market, then the cost and income of the research should be able to reflect the economic scope and economic requirements of the market size and value, such as market share, market growth rate, market profit rate, etc. The cost and benefit of research should be able to reasonably control and evaluate the economic input and economic output of research activities and operations. For example, if the purpose of research is to evaluate the consumer potential of a certain market, then the cost and benefit of research should be able to Reasonably control and evaluate the economic input of human, material and financial resources of research, as well as the economic output of research data, information, and knowledge.

When designing the questionnaire, the following aspects need to be considered:

Title of the questionnaire: Give the subject and purpose of the questionnaire in order to attract and guide the attention and interest of consumers. The title of the questionnaire should be concise, clear and targeted. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, the title of the questionnaire can be "Consumer Satisfaction Questionnaire about XX Brand".

Description of the questionnaire: Give the background and requirements of the questionnaire in order to increase and ensure consumer participation and trust. The description of the questionnaire should be detailed, clear and sincere. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, the description of the questionnaire can include the sponsor, purpose, significance, scope, method, time, confidentiality, reward and other information of the survey.

Questionnaire questions: Give the core content of the questionnaire in order to collect and measure the relevant information of consumers. The questions in the questionnaire should be valid, reasonable and standard. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then the questions in the questionnaire should be questions that can effectively collect and measure consumers' cognition, attitude, behavior, loyalty and other related information to the brand, such as "What is your overall impression of XX brand?" "How satisfied are you with the quality, price and service of XX brand products?" "," Will you buy or recommend XX brand products again? "wait. Questionnaire questions should follow the following principles:

Number of questions: The number of questions should be the minimum number that can meet the purpose and content of the research to avoid consumer fatigue and boredom. Generally speaking, the number of questions in the questionnaire should not exceed 20, and the number of options for each question should not exceed 5.

The order of questions: The order of questions should be able to conform to the consumer's thinking and logic in the best order to improve consumer understanding and answer. In general, the order of questions in the questionnaire should follow the following rules:

From general to specific, from simple to complex, from irrelevant to relevant, from insensitive to sensitive, from objective to subjective, from single choice to multiple choice, from closed to open, from no scale to with scale, from no ranking to with ranking, from no classification to classification.

The beginning of the question should be some simple, interesting, irrelevant questions to arouse the interest and goodwill of consumers, such as "your gender is?", "your age is?" and so on.

In the middle of the question should be some important, relevant and sensitive questions to collect the core information of consumers, such as "how satisfied are you with the product quality, price and service of XX brand?" and so on.

The end of the question should be some complex, open and classified questions to obtain supplementary information from consumers, such as "What are your suggestions or opinions on XX brand?", "Which income, education, occupation and other groups do you belong to?" and so on.

The content of the question: The content of the question should be the best content that can accurately reflect the purpose and content of the research to avoid consumer misunderstanding and deviation. In general, the question content of the questionnaire should follow the following rules:

The content of the question should be clear, concise, clear, specific, single, neutral, balanced, complete, and appropriate to improve consumers' understanding and answers. For example, the question "How satisfied are you with the product quality, price and service of XX brand?" is a clear, concise, specific, single, neutral, balanced, complete and appropriate question.

The content of the problem should avoid the use of vague, complex, vague, abstract, multiple, oriented, biased, incomplete, inappropriate content, in order to avoid consumer misunderstanding and deviation. For example, the question "How do you feel about the products of XX brand?" is a vague, complex, vague, abstract, multiple, oriented, biased, incomplete and inappropriate question.

Options for the questionnaire: give the supplementary content of the questionnaire in order to provide and limit the scope and manner of consumers' answers. The options of the questionnaire should be effective, reasonable, and standardized. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then the options of the questionnaire should be able to effectively provide and limit consumers' satisfaction with the brand. Options such as "very satisfied, relatively satisfied, general, relatively dissatisfied, very dissatisfied" and so on. The choice of questionnaire should follow the following principles:

Number of options: The number of options should be the minimum number that can meet the research purpose and content to avoid confusion and difficulties for consumers. Generally speaking, the number of options in the questionnaire should not be too large or too small, and the number of options for each question should not exceed 5.

The order of options: The order of options should be able to conform to the consumer's thinking and logic in the best order to improve consumer understanding and answer. In general, the order of the options for the questionnaire should follow the following rules:

The order of options should be ordered, continuous, consistent, and balanced to improve consumer understanding and response. For example, the options "very satisfied, relatively satisfied, fair, relatively dissatisfied, very dissatisfied" are an ordered, continuous, consistent, and balanced sequence of options.

The order of options should avoid the use of disordered, intermittent, inconsistent, unbalanced order to avoid confusion and difficulties for consumers. For example, the option "general, very satisfied, relatively dissatisfied, very dissatisfied, relatively satisfied" is an unordered, intermittent, inconsistent, unbalanced order of options.

The content of the option: The content of the option should be the best content that can accurately reflect the purpose and content of the research to avoid consumer misunderstanding and bias. In general, the optional content of the questionnaire should follow the following rules:

The content of the option should avoid using vague, complex, vague, abstract, multiple, oriented, biased, incomplete, and inappropriate content to avoid consumer misunderstanding and deviation. For example, the option "good, bad, general, unusual, don't know" is a vague, complex, vague, abstract, multiple, oriented, biased, incomplete, inappropriate option content.

The coding of the questionnaire: give the identification and record of the questionnaire in order to identify and manage the response data of consumers. The coding of the questionnaire should be valid, reasonable and standardized, for example, if the purpose of the survey is to understand the consumer satisfaction of a brand, then the coding of the questionnaire should be a code that can effectively identify and manage the consumer's answer data, such as questionnaire number, question number, option number, answer number, etc. The coding of the questionnaire should follow the following principles:

Number of codes: The number of codes should be the minimum number that can meet the research purpose and content to avoid consumer interference and burden. Generally speaking, the number of codes for questionnaires should not be too large or too small, the number of codes for each questionnaire should not exceed 10, and the number of codes for each question should not exceed 5.

The order of coding: The order of coding should be the best order that can conform to the consumer's thinking and logic, so as to improve the consumer's understanding and answer. In general, the coding order of the questionnaire should follow the following rules:

The coding sequence should be ordered, continuous, consistent, and balanced to improve consumer understanding and response. For example, the code "Q1, Q2, Q3, Q4, Q5" is an ordered, continuous, consistent, and balanced code sequence.

The order of coding should avoid the use of disordered, discontinuous, inconsistent, unbalanced order to avoid confusion and difficulties for consumers. For example, the code "Q1, Q3, Q5, Q2, Q4" is an unordered, discontinuous, inconsistent, unbalanced code sequence.

Encoded content: The encoded content should be the best content that can accurately reflect the purpose and content of the research to avoid consumer misunderstanding and bias. In general, the coded content of the questionnaire should follow the following rules:

The content of the code should be clear, concise, unambiguous, specific, single, neutral, balanced, complete, and appropriate to improve consumer understanding and response. For example, the code "Q1, Q2, Q3, Q4, Q5" is a clear, concise, clear, specific, single, neutral, balanced, complete and appropriate code content.

Coded content should avoid the use of vague, complex, vague, abstract, multiple, oriented, biased, incomplete, inappropriate content, to avoid consumer misunderstanding and bias. For example, the code "Q, A, B, C, D" is a fuzzy, complex, vague, abstract, multiple, oriented, biased, incomplete, inappropriate code content.

3. collection of research data and information

The third step of consumer research is to collect research data and information. The data and information of the survey refers to the main results and outputs of the survey, which are consumer responses and feedback, including numerical data and non-numerical information. Collecting research data and information is the implementation link of consumer research, which directly affects the efficiency and effectiveness of research.

When collecting research data and information, the following aspects need to be considered:

Sources of data and information: Identify the providers and acquirers of data and information in order to select appropriate research channels and methods. The providers and acquirers of data and information should be personnel resources and personnel qualities that can effectively achieve the purpose and content of the research. For example, if the purpose of the research is to understand the consumer satisfaction of a brand, then the provider of data and information Should be the existing or potential consumers of the brand, and the acquirer of data and information should be the market researchers or cooperative institutions of the brand. The channels and methods of the survey should be the media and means to effectively contact and communicate the providers and acquirers of data and information. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then the channels and methods of the survey can be telephone, email, Internet, face-to-face, etc.

Quality of data and information: Determine the accuracy and validity of data and information in order to ensure and improve the quality and effectiveness of research. The accuracy and effectiveness of data and information should be scientific standards and evaluation indicators that can meet the purpose and content of the survey. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then the accuracy of data and information And effectiveness should be the scientific standards and evaluation indicators that can meet the measurement and evaluation of consumer satisfaction, such as credibility, consistency, sensitivity, differentiation, relevance, etc. Assuring and improving the quality and effect of data and information should be the methods and skills that can effectively control and improve the collection and processing of data and information. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then guaranteeing and improving The quality and effect of data and information should be the methods and skills that can effectively control and improve the collection and processing of data and information, such as improving consumer participation, reducing consumer errors, checking data consistency, cleaning data outliers, converting data formats, encoding data categories, etc.

Quantity of data and information: Determine the size and distribution of data and information in order to organize and manage research resources and time. The scale and distribution of data and information should be able to meet the statistical scope and statistical requirements of the research purpose and content. For example, if the purpose of the research is to understand the consumer characteristics of a certain market, then the scale and distribution of data and information should be able to meet the statistical scope and statistical requirements of the overall reflection and representation of the market, such as sample size, sample proportion, sample error, confidence level, etc. The resources and time for arranging and managing the research should be the manpower, material resources, financial resources, time power, etc. that can reasonably allocate and control the collection and processing of data and information. For example, if the purpose of the research is to understand the consumer characteristics of a certain market, Then the resources and time for arranging and managing the research should be the personnel, equipment, funds, time, etc. that can reasonably allocate and control the research.

4. analysis of research data and information

The fourth step of consumer research is to analyze the data and information of the research. The data and information of the survey refers to the main results and outputs of the survey, which are consumer responses and feedback, including numerical data and non-numerical information. Analyzing the data and information of research is the processing link of consumer research, which directly affects the value and significance of research.

When analyzing research data and information, the following aspects need to be considered:

Types of data and information: Determine the nature and characteristics of data and information in order to select appropriate analysis methods and techniques. The nature and characteristics of data and information should be data attributes and data structures that can reflect the purpose and content of the survey. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then the nature and characteristics of data and information should be data attributes and data structures that can reflect the consumer satisfaction, such as quantitative data, qualitative data, continuous data, discrete data, univariate data, multivariate data, cross-sectional data, time series data, etc. The methods and techniques of analysis should be analytical tools and steps that can effectively process and utilize the nature and characteristics of data and information. For example, if the purpose of the survey is to understand the consumer satisfaction of a certain brand, then the methods and techniques of analysis can be descriptive analysis, inferential analysis, correlation analysis, causal analysis, cluster analysis, factor analysis, regression analysis, time series analysis, etc.

Objectives of data and information: Identify analytical issues and analytical purposes for data and information in order to develop appropriate analytical scenarios and analytical indicators. The analysis questions and analysis purposes of data and information should be able to meet the analysis requirements and analysis direction of the research purpose and content. For example, if the research purpose is to understand the consumer satisfaction of a certain brand, then the analysis questions and analysis purposes of data and information should be able to meet the analysis requirements and analysis direction of consumer satisfaction, such as describing the distribution and characteristics of consumer satisfaction, inferring the overall and difference of consumer satisfaction, correlating the relationship between consumer satisfaction and other variables, causal consumer satisfaction and the influence of other variables, clustering consumer satisfaction Types and characteristics, the composition and influence of factor consumer satisfaction, models and predictions for regression consumer satisfaction, changes and trends in time series consumer satisfaction, etc. The analysis scheme and index should be the analysis plan and analysis standard that can effectively solve and realize the analysis problems and analysis purposes of data and information. For example, if the purpose of the research is to understand the consumer satisfaction of a certain brand, then the analysis of the program and indicators can be to select the appropriate analysis methods and techniques, define the appropriate analysis variables and parameters, set the appropriate analysis assumptions and tests, calculate the appropriate analysis statistics and results, draw the appropriate analysis charts and reports.

Outcome of data and information: Determine the analytical output and analytical interpretation of data and information in order to present and communicate the value and significance of the research. The analysis output and analysis interpretation of data and information should be the analysis insight and analysis enlightenment that can reflect the purpose and content of the research. For example, if the purpose of the research is to understand the consumer satisfaction of a certain brand, then the analysis output and analysis interpretation of data and information should be the analysis insight and analysis enlightenment that can reflect the consumer satisfaction, such as the level and difference of consumer satisfaction, the influence factors and mechanism of consumer satisfaction, the type and characteristics of consumer satisfaction, the composition and influence of consumer satisfaction, the model and prediction of consumer satisfaction, the change and trend of consumer satisfaction, etc. The value and significance of presenting and conveying research should be the presentation tools and presentation skills that can effectively display and communicate the analytical output and analytical interpretation of data and information. For example, if the purpose of research is to understand the consumer satisfaction of a certain brand, then The value and significance of presenting and conveying research should be the presentation tools and presentation skills that can effectively display and communicate the analytical output and analytical interpretation of data and information, such as the use of appropriate charts and reports, the use of clear language and text, the use of strong data and evidence, the use of interesting stories and cases.

5. provide research recommendations and programs

The fifth step of consumer research is to provide research suggestions and solutions. The proposal and plan of the research refers to the final goal and output of the research, which is the application and practice of the analysis results of the research data and information, including the solution of the customer's problem and the realization of the customer's goal. Providing research suggestions and programs is the application of consumer research, which directly affects the effectiveness and impact of research.

When providing research suggestions and plans, the following aspects need to be considered:

Content of recommendations and programmes: Identify solutions and implementation options for recommendations and programmes in order to provide appropriate guidelines for action and safeguards for implementation. The solutions and implementation plans of suggestions and schemes should be action plans and action steps that can effectively solve customers' problems and achieve customers' goals. For example, if the purpose of research is to understand the customer satisfaction of a certain brand, then the solutions and implementation plans of suggestions and schemes should be action plans and action steps that can effectively improve customer satisfaction, such as optimizing product quality and function, improving service level and efficiency, enhancing brand image and loyalty, expanding market share and competitiveness. The action guidelines and implementation guarantees provided should be action recommendations and action resources that can effectively guide and support customers to take actions. For example, if the purpose of the research is to understand the consumer satisfaction of a certain brand, the action guidelines and implementation guarantees provided should be action recommendations and action resources that can effectively guide and support customers to take actions, such as setting reasonable goals and budgets, selecting appropriate channels and methods, allocating reasonable human and material resources, monitoring and evaluating the effectiveness of actions, etc.

Form of recommendations and programmes: determine the form of presentation and dissemination of recommendations and programmes in order to present and convey the value and significance of the research. The presentation and communication forms of suggestions and schemes should be presentation tools and presentation skills that can reflect the value and significance of the research. For example, if the purpose of the research is to understand the consumer satisfaction of a certain brand, then the presentation and communication forms of suggestions and schemes should be presentation tools and presentation skills that can reflect the value and significance of the research, such as the use of appropriate reports and presentations, the use of clear language and text, the use of strong data and evidence, the use of interesting stories and cases. The value and significance of presenting and conveying research should be able to effectively show and communicate the presentation effect and presentation feedback of suggestions and schemes. For example, if the purpose of research is to understand the consumer satisfaction of a certain brand, then the value and significance of presenting and conveying research should be able to effectively show and communicate the presentation effect and presentation feedback of suggestions and schemes, such as demonstrating the logic and structure of the proposal and program, demonstrating the advantages and benefits of the proposal and program, demonstrating the feasibility and operability of the proposal and program, and obtaining the approval and support of the proposal and program.