1. understanding

Understanding consumers is the basis of consumer research, but also the most basic purpose. Understanding consumers includes understanding the basic characteristics, needs, preferences, motivations, attitudes, behaviors, and feelings of consumers. Understanding consumers can help companies identify target markets, locate products and services, develop marketing strategies, evaluate market effectiveness, and optimize market performance.

There are many ways to understand consumers, such as questionnaires, in-depth interviews, focus groups, observation, and experimental methods. Different methods have different advantages and disadvantages, and need to be selected and combined according to the research purpose, object, content, time, cost and other factors. The challenge of understanding consumers is how to design effective research programs, how to collect reliable data, how to analyze and interpret data, and how to refine and present data.

Shangpu Consulting is a professional consumer research organization that provides customized consumer research services to customers in all walks of life. A representative example of Champu Consulting is a consumer survey conducted for an international cosmetics brand. The brand wants to enter the Chinese market, but its understanding of Chinese consumers is insufficient. A comprehensive consumer research is needed in order to formulate an appropriate market strategy. Shangpu Consulting uses a variety of methods, including online questionnaires, telephone interviews, field visits, mysterious customers, etc., to gain an in-depth understanding of the characteristics, needs, preferences, behaviors, and feelings of Chinese consumers. Through data analysis, Shangpu Consulting has found some important characteristics of Chinese consumers, such:

-Chinese consumers' demand for cosmetics is diverse, not only focusing on beauty effects, but also focusing on moisturizing, anti-aging, sun protection, repair and other functions;

-Chinese consumers have diverse preferences for cosmetics. They not only like international brands, but also local brands, not only high-end brands, but also affordable brands, not only traditional cosmetics, but also novel cosmetics;

-Chinese consumers' motivation for cosmetics is multi-layered, driven not only by self-needs, but also by social needs, not only by rational factors, but also by emotional factors;

-Chinese consumers' attitudes towards cosmetics are changeable, not only affected by personal experience, but also by external information, not only by brand image, but also by product quality;

-Chinese consumers' behavior towards cosmetics is multi-channel, not only through offline channels, but also through online channels, not only through their own choice, but also through the recommend of others, not only through a single way, but also through a variety of ways to buy;

-Chinese consumers' feelings about cosmetics are multi-dimensional, paying attention not only to the functionality of products, but also to the emotion of products, not only to the practicality of products, but also to the aesthetics of products, not only to the satisfaction of products, but also to the loyalty of products.

Through data presentation, Shangpu Consulting provides a detailed consumer research report for the brand, including consumer portraits, demand analysis, preference analysis, motivation analysis, attitude analysis, behavior analysis, feeling analysis, etc., as well as market recommendations for different consumer groups. By reading the report, the brand has a deeper understanding of Chinese consumers, so as to formulate a more appropriate market strategy, such:

-According to the diverse needs of Chinese consumers, develop more functional cosmetics, such as anti-pollution, anti-blue light, anti-sensitivity, etc;

-According to the diverse preferences of Chinese consumers, launch more cosmetics in line with the Chinese market, such as Chinese herbal medicine, water light needles, air cushions, etc;

-According to the multi-layer motivation of Chinese consumers, design more marketing activities to stimulate consumers' emotions, such as storytelling, interaction, experience, etc;

-According to the changing attitudes of Chinese consumers, establish more brand images that enhance consumer trust, such as specialization, quality, and responsibility;

-According to the multi-channel behavior of Chinese consumers, expand more sales channels covering consumers, such as e-commerce, social networking, live broadcast, etc;

-According to the multi-dimensional feelings of Chinese consumers, provide more products and services that satisfy consumers, such as customization, gifting, and feedback.

Through the implementation of these marketing strategies, the brand successfully entered the Chinese market and achieved good market response and performance.

2. meet

Satisfying consumers is an advanced and more important purpose of consumer research. Satisfying consumers is not only to meet the existing needs of consumers, but also to meet the potential needs of consumers, even beyond the expectations of consumers. Satisfying consumers can help companies improve the value of products and services, increase consumer satisfaction, enhance consumer loyalty, expand consumer reputation, and enhance consumer lifetime value.

There are many ways to satisfy consumers, such as differentiation, positioning, innovation, personalization, experience and so on. Different methods have different effects and need to be selected and combined according to consumer needs, characteristics, content, time, cost and other factors. The difficulty of meeting consumers lies in how to find the potential demand of consumers, how to create the expected demand of consumers, how to provide the best solution for consumers, how to evaluate the satisfaction of consumers, how to improve the loyalty of consumers and so on.

Shangpu Consulting is a professional consumer research organization that provides customized consumer research services to customers in all walks of life. Another representative case of Champ Consulting is a consumer survey conducted for a domestic car brand. The brand wants to increase its market share, but faces fierce competition and needs to conduct an in-depth consumer survey in order to provide more valuable products and services. Shangpu Consulting uses a variety of methods, including online communities, laboratory tests, home visits, driving experiences, etc., to deeply satisfy consumer needs, preferences, behaviors, and satisfaction. Through data analysis, Champ Consulting found some important needs of consumers, such:

-Consumers' demand for cars is functional, not only paying attention to the performance, safety, comfort, energy saving and other aspects of the car, but also paying attention to the intelligence, interconnection, and sharing of the car;

-Consumers' preference for cars is personalized. They not only like their favorite cars, but also like cars that can reflect their own personality. They not only like standard cars, but also cars that can be customized. They not only like traditional cars, but also like Innovative cars;

-Consumers' behavior towards cars is experiential, not only understanding and buying cars through online and offline channels, but also experiencing and using cars in a variety of ways, not only through their own driving experience, but also through the sharing of others, not only through a single scene to experience cars, but also through a variety of scenes to experience cars;

-Consumers' satisfaction with cars is multi-dimensional, focusing not only on the functionality of the car, but also on the emotion of the car, not only on the practicality of the car, but also on the aesthetics of the car, not only on the satisfaction of the car, but also on The recommend of the car, etc.

Through data presentation, Shangpu Consulting provided the brand with a detailed consumer research report, including consumer demand analysis, preference analysis, behavior analysis, satisfaction analysis, etc., as well as product recommendations for different consumer groups. By reading the report, the brand has a deeper satisfaction with consumers, thereby providing more valuable products and services, such:

-According to the functional needs of consumers, develop more smart, interconnected, and shared cars, such as smart navigation, voice control, remote control, and shared travel;

-According to the personalized preferences of consumers, launch more cars that meet the personality of consumers, such as personalized colors, personalized interiors, personalized accessories, personalized customization, etc;

-According to consumers' experiential behavior, design more marketing activities to stimulate consumers' experience, such as test drive, experience hall, interactive games, social media, etc;

-According to the multi-dimensional satisfaction of consumers, establish more products and services to enhance consumer satisfaction, such as after-sales service, membership service, points service, feedback service, etc.

By implementing these products and services, the brand has successfully increased its market share and achieved higher consumer satisfaction and loyalty.

3. creation

Creating consumers is the highest and highest purpose of consumer research. Creating consumers is not only to create new demands for consumers, but also to create new values for consumers, and even to create new markets for consumers. Creating consumers can help enterprises to realize the innovation of products and services, increase the surprise of consumers, enhance the leadership of consumers, expand the influence of consumers, and enhance the competitiveness of consumers.

There are many ways to create consumers, such as subversion, blue ocean, platform, ecology, socialization and so on. Different methods have different difficulties and need to be selected and combined according to the consumer's value, characteristics, content, time, cost and other factors. The difficulty of creating consumers lies in how to find the new needs of consumers, how to create new value of consumers, how to provide new solutions for consumers, how to evaluate the surprise of consumers, how to improve the leadership of consumers and so on.

Shangpu Consulting is a professional consumer research organization that provides customized consumer research services to customers in all walks of life. Another representative case of Champu Consulting is a consumer survey conducted for a foreign education brand. The brand wants to launch an online education business in China, but faces a complex market environment and needs to conduct an innovative consumer survey in order to create more valuable products and services. Shangpu Consulting adopts a variety of methods, including online forums, online courses, user logs, user feedback, etc., to create innovative consumer needs, preferences, behaviors, and surprise. Through data analysis, Champ Consulting found some important needs of consumers, such:

-Consumers' demand for online education is effective, not only paying attention to the content, form and quality of online education, but also paying attention to the effect, certificate and recognition of online education;

-Consumers have diversified preferences for online education. They not only like foreign online education, but also domestic online education. They not only like professional online education, but also online education of interest. They not only like synchronous online education, but also asynchronous online education;

-Consumers have a high degree of surprise for online education. They are not only satisfied with the content, form, and quality of online education, but also surprised by the effects, certificates, and recognition of online education. They are not only interested in the providers of online education. Trust, but also feel friendly to the participants of online education, not only happy with the process of online education, but also proud of the results of online education.

Through data presentation, Shangpu Consulting provided the brand with an innovative consumer research report, including consumer demand analysis, preference analysis, behavior analysis, surprise analysis, etc., as well as innovative suggestions for different consumer groups. By reading the report, the brand has a more innovative creation of consumers, thereby creating more valuable products and services, such:

-According to the effective needs of consumers, develop more online education courses with international standards, such as international certification, international cooperation, international exchanges, etc;

-According to the diversified preferences of consumers, more online education courses that meet the interests of consumers, such as music, art, sports, tourism, etc;

-According to the interactive behavior of consumers, design more online education platforms to promote consumer interaction, such as communities, forums, live broadcasts, games, etc;

-According to the high surprise degree of consumers, establish more online education services to enhance the surprise degree of consumers, such as rewards, discounts, gifts, honors, etc.

By implementing these products and services, the brand has successfully launched its online education business in China, achieving higher consumer surprise and leadership.

Conclusion

Consumer research is an important part of marketing, which can help companies understand consumers' needs, preferences, behaviors and satisfaction, so as to provide more valuable products and services. The purpose of consumer research is not only to collect information, but also to use information to meet consumer needs, solve consumer problems, and even create consumer needs. This paper discusses the purpose of consumer research from three aspects: understanding, satisfaction and creation. At the same time, this paper combines some customer cases of Shangpu Consulting Company to show the practical application and effect of consumer research. This paper hopes to provide some reference and enlightenment for the theory and practice of consumer research.