Basic concepts of 1. consumer research

Consumer research (Consumer Research) refers to the process of collecting, analyzing and interpreting consumer-related data and information to understand consumer characteristics, needs, preferences, behavior and satisfaction, so as to provide a basis for marketing decisions. Consumer research is a core part of marketing, which can help enterprises identify and create market opportunities, optimize product design, pricing, distribution and promotion strategies, improve consumer satisfaction and loyalty, and enhance competitive advantage.

Purpose of 2. Consumer Research

The purpose of consumer research is to address specific issues in marketing, such:

Who are our target consumers and what are their characteristics, needs, preferences and behaviors?

Can our products or services meet the needs and expectations of consumers? How are our products or services performing in the market?

Who are our competitors? What are the advantages and disadvantages of their products or services? How can we differentiate and compete with them?

How should we price, distribute and promote our products or services? Is our marketing strategy effective?

What do our consumers think about our brand, image and reputation? How can we improve consumer awareness, attitudes and trust?

How satisfied are our consumers with our products or services? How can we increase consumer loyalty and willingness to recommend?

What are the new trends, changes and opportunities in the market and how can we seize and exploit them?

Types of 3. Consumer Research

Consumer research can be classified according to different criteria, such:

According to the time point of the research, it can be divided into pre-test research (Pretest Research) and post-test research (Posttest Research). Pre-test research refers to the research conducted before the implementation of the market strategy, in order to evaluate the feasibility and effectiveness of the market strategy, such as testing product concepts, advertising ideas, packaging design, etc. Post-test research refers to research conducted after the implementation of a market strategy in order to evaluate the results and impact of the market strategy, such as measuring product sales, market share, consumer satisfaction, etc.

According to the data source of the research, it can be divided into primary data research (Primary Data Research) and secondary data research (Secondary Data Research). First-hand data research refers to data collected directly from consumers or relevant personnel through self-designed and implemented research methods, such as questionnaires, interviews, observations, experiments, etc. Second-hand data research refers to the use of existing data, data obtained from other institutions or channels, such as government statistics, industry reports, network data, etc.

According to the nature of the data, it can be divided into quantitative data research (Quantitative Data Research) and qualitative data research (Qualitative Data Research). Quantitative data research refers to the quantification and measurement of consumer characteristics, behaviors and attitudes through numerical and statistical methods, such as frequency, proportion, average, correlation, etc. Qualitative data research refers to the research that describes and explains consumers' motivations, feelings and understanding in depth and detail through words and images, such as opinions, feelings, reasons, etc.

Methods of 4. Consumer Research

There are many methods of consumer research. According to different types and purposes, you can choose the appropriate method to conduct research. Here are some common consumer research methods:

Questionnaire (Survey): Questionnaire is a method of collecting data from consumers or related personnel by designing a series of questions. It can be conducted by mail, telephone, Internet, face-to-face, etc. The advantage of questionnaire survey is that it can collect a large amount of data, facilitate quantitative analysis, and is suitable for understanding the characteristics, behaviors and attitudes of consumers. The disadvantage of the questionnaire is that there may be wrong answers, deviations or dishonesty, and it is difficult to explore the deep motivations and feelings of consumers.

Interviews (Interview): Interviews are a method of collecting data through conversations with consumers or related people. They can be conducted by telephone, online, face-to-face, etc. The advantage of interviews is that they can collect rich data, facilitate qualitative analysis, and are suitable for understanding consumers' motivations, feelings and understanding. The disadvantage of interviews is that there may be subjective influence of the interviewer or interviewee, which is difficult to quantify and measure.

Observation (Observation): Observation is a method of collecting data by observing the behavior of consumers or related people, which can be carried out through video, network, live, etc. The advantage of observation is that it can collect real data, avoid consumer self-report bias, and is suitable for understanding consumer's actual behavior and situational factors. The disadvantage of observation is that there may be subjective influence of the observer, and it is difficult to understand the intrinsic motivation and feelings of consumers.

Experiment (Experiment): Experiment is a method of collecting data by controlling and changing the situation of consumers or related people. It can be carried out in laboratories, on-site, and online. The advantage of the experiment is that it can collect reliable data, facilitate causal analysis, and is suitable for understanding consumer reactions and influencing factors. The disadvantage of the experiment is that there may be artificial settings of the experimental conditions, and it is difficult to simulate the real market environment.

Steps to 5. Consumer Research

The steps of consumer research generally include the following stages:

Determine research objectives and questions: This is the first and most important step in consumer research, which determines the direction and scope of the research. In this step, it is necessary to clarify the purpose, questions and assumptions of the research, such as understanding consumer demand, preference, satisfaction, etc. for a product or service.

Design research plan and method: This is the second step of consumer research, which determines the way and effect of research. In this step, it is necessary to select the appropriate type, method and sample of research, such as quantitative or qualitative research, questionnaire or interview or observation or experiment, how many and what kind of consumers should be selected as research objects, etc.

Collect survey data and information: This is the third step of consumer research, which determines the quality and quantity of survey data and information. In this step, it is necessary to carry out research activities and collect data and information from consumers or relevant personnel in accordance with the designed research plan and method, such as issuing questionnaires to consumers or conducting interviews or observations or experiments, and recording consumers' answers or reactions or behaviors.

Analyze research data and information: This is the fourth step of consumer research, which determines the results and significance of the research. In this step, the collected data and information need to be collated, summarized, analyzed and interpreted, such as cleaning, coding, classification, statistics, charts, models, etc., to summarize, summarize, compare, interpret, infer, etc.

Writing research reports and recommendations: This is the fifth and final step of consumer research, which determines the value and application of research. In this step, research reports and recommendations need to be written based on the analyzed data and information, such as the purpose, methods, results andConclusion, to put forward solutions and suggestions for marketing problems, etc.

Application cases of 6. consumer research

In order to better demonstrate the practical application and value of consumer research, the following are some specific cases of consumer research services provided by Shangpu Consulting to customers:

Case 1: Champu Consulting provided a consumer research service for an automobile manufacturer in order to understand consumers' demand, preference and acceptance of a new electric vehicle. Champ Consulting used questionnaires and interviews to collect data and information from target consumers about their personal characteristics, car usage, perceptions and attitudes towards electric vehicles, purchase intentions and influencing factors. By analyzing this data and information, Champ Consulting found the following:

Consumers' demand and preference for electric vehicles are mainly affected by environmental awareness, economic benefits, safety performance, charging convenience and other factors.

Consumers' acceptance of electric vehicles is not high, mainly because of concerns and distrust about the performance, battery life, and maintenance of electric vehicles.

Consumers' willingness to buy electric vehicles is affected by factors such as price, brand, and policy. Among them, price is the most important factor. Consumers hope that the price of electric vehicles can be equivalent to or lower than traditional cars.

Based on these findings, Champ Consulting makes the following recommendations for automakers:

Strengthen the publicity and education of electric vehicles, improve consumers' awareness and trust in electric vehicles, and highlight the advantages of electric vehicles in environmental protection, energy saving, and safety.

Optimize the design and performance of electric vehicles, improve the convenience and reliability of electric vehicles in terms of battery life, charging, and maintenance, and meet the actual needs and expectations of consumers.

Reduce the price of electric vehicles, improve the cost-effectiveness of electric vehicles, attract consumers' willingness to buy, and use factors such as brands and policies to increase the attractiveness and competitiveness of electric vehicles.

Case 2: Shangpu Consulting Company provided consumer research services for a cosmetics brand in order to understand consumers' feedback and satisfaction with a newly launched skin care product. Shangpu Consulting Company adopted the method of experiment and observation, provided the trial samples of skin care products to the target consumers, and collected data and information about their use process, use effect, use experience and so on. By analyzing this data and information, Champ Consulting found the following:

Consumers' use of skin care products is mainly affected by the appearance, smell, texture, absorption and other factors of skin care products. Among them, appearance and smell are the most important factors. Consumers like the color, shape, packaging, and aroma of skin care products.

Consumers' use of skin care products is mainly affected by the efficacy, durability, safety and other factors of skin care products. Among them, efficacy and safety are the most important factors. Consumers hope that skin care products can effectively improve skin problems. Will not cause skin allergies or irritation.

Consumers' experience of using skin care products is mainly affected by the price, brand, reputation and other factors of skin care products. Among them, price and brand are the most important factors. Consumers hope that the price of skin care products can be reasonable, and at the same time can reflect the image and reputation of the brand.

Based on these findings, Champ Consulting makes the following recommendations for cosmetic brands:

Improve the appearance and smell of skin care products, increase the attractiveness and temptation of skin care products, and pay attention to the texture and absorption of skin care products to avoid greasy or sticky skin care products.

Strengthen the efficacy and safety of skin care products, ensure the effectiveness and reliability of skin care products, and pay attention to the ingredients and formulas of skin care products to avoid additives or irritants of skin care products.

Adjust the price and brand of skin care products, improve the cost performance and competitiveness of skin care products, pay attention to the promotion and promotion of skin care products, and improve the awareness and reputation of skin care products.