Consumer research is a professional work that requires the use of scientific methods and techniques to collect, analyze and interpret consumer data and provide valuable information and advice to businesses. However, the process of consumer research is not always smooth sailing, sometimes encounter a variety of interesting or embarrassing situations, and even some unexpected results. These situations not only test the professionalism and adaptability of market research experts, but also increase the interest and challenge of consumer research.

In order to let everyone better understand the true face of consumer research, we invited senior market research experts from Shangpu Consulting to share some interesting facts and behind-the-scenes stories in consumer research, and how they responded and solved them. Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. The market research team of Shangpu Consulting has rich experience and professional knowledge, serving customers in many industries, involving market research, investment consulting, IPO listing consulting and other aspects. Here are some of their cases:

Case 1: Investigator who was mistaken for a liar

Once, we did a consumer satisfaction survey for a fast-food company and needed to conduct a telephone interview with consumers who had purchased the company's products. We took a random sample from the company's member database and dialed in accordance with the contents of the questionnaire. However, we found that many consumers expressed doubts about our calls, and some even hung up directly. We analyzed the reasons and found the following possible factors:

First, in recent years, telephone fraud cases have occurred frequently, and consumers have become more vigilant about unfamiliar calls and are unwilling to disclose their personal information;

Second, our caller ID is an ordinary mobile phone number, rather than a fixed landline number, consumers may feel that not formal enough;

Third, we did not fully explain our identity and purpose on the phone, nor did we provide sufficient proof. Consumers may feel that we have no authority and credibility.

In order to solve this problem, we have taken the following measures:

First, we have applied for an official landline number from the company to make special calls to consumers, which can improve our image and trust;

The second is that we first introduced ourselves on the phone, explaining that we were commissioned by the company to conduct a consumer satisfaction survey in order to improve the quality of products and services, and inform consumers of our call number so that they can pass the company's official website or customer service for verification;

Third, we inform consumers on the phone of the content and time of our questionnaire, as well as our commitment to the confidentiality of consumers' personal information, and ask consumers whether they are willing to participate in the survey and respect their wishes and choices.

Through these measures, we have effectively improved the consumer's answering rate and coordination, and successfully completed the task of telephone interviews.

Case 2: Investigator who was mistaken for a rival in love

Once, we did a consumer insight survey for a car company, which required in-depth interviews with consumers who had bought the company's cars. We selected a group of eligible consumers from the company's sales records and made an appointment with them by phone or WeChat for the time and place of the interview. One of the consumers was a young woman who agreed to our interview and agreed to meet at a coffee shop.

We arrived at the cafe on time, found the lady, greeted her, and showed her our work permits and research instructions. However, just as we were about to start the interview, a man suddenly rushed over and asked loudly who we were and why we were dating his girlfriend. We were confused at once and hurriedly explained that we were investigators of a market research company, just to do a survey of automobile consumers, and had nothing to do with his girlfriend. The lady also quickly told the truth, saying that she only bought a car from that car company, and did not expect to cause his misunderstanding. After listening to our explanation, the man suddenly realized that he was oversensitive and apologized to us and his girlfriend, saying that he was sensitive and suspicious because he loved her too much.

Case 3: Investigator mistaken for undercover

Once, we did a consumer experience survey for an electronics company, which required observation and interviews with consumers who had purchased the company's products. We obtained the contact information of a group of consumers from the company's online and offline channels, communicated with them by phone or WeChat, asked them if they were willing to accept our research, and told them that we would observe and record their use of the product, and conduct a brief interview afterwards. One of the consumers was a middle-aged man who agreed to our research invitation and agreed to meet at his home.

We arrived at his home at the appointed time. He warmly received us and took us to his study to show us one of the company's laptops he had purchased. We thanked him and started our research. We first observed the scenarios and ways he used the laptop, recorded his actions and feedback, and then asked him some questions about the product's functionality, performance, design, satisfaction, etc., as well as his views on the company's brand image and loyalty. He patiently answered our questions and took the initiative to share some of his suggestions and expectations for the product. We think he is a very ideal research object and is very helpful to our research.

However, just as we were about to end the investigation, he suddenly changed his face and asked us seriously who we were, why we were so interested in his computer, and whether there was any ulterior motive. We were startled at once. We didn't know why he said that. We hurriedly explained that we were investigators of a market research company, just to do a survey of consumer experience, and had nothing to do with his computer. But he didn't believe us, saying whether we were undercover for the company's competitors, whether we wanted to steal his trade secrets from his computer, or whether we wanted to install any virus or Trojan horse on his computer. He said that he is an engineer in the high-tech industry. His computer contains some of his important projects and data. He does not allow anyone to touch his computer, let alone allow anyone to conduct any form of investigation or interference on his computer.

After listening to his words, we understood what he thought. It turned out that he was a person who was very sensitive and confidential about his work. He felt that our research was a threat and invasion to his computer. He felt that we were premeditated undercover and wanted to obtain his information from his computer or destroy his computer. Although we think his ideas are a bit extreme and absurd, we have no way to convince him. We can only try our best to appease him and say that we have no malice. We just conducted a normal consumer survey according to our work process. We did not do anything inappropriate to his computer, and we did not have any interest in his computer, we just want to know his experience and feelings about the product. We also showed him our work permit and research instructions, as well as our research records, so that he could see the content and results of our research, and there was nothing related to his computer.

After our explanation and apology, he calmed down a little, but he was still very unhappy, saying that he did not want to continue to participate in our research, nor did he want to see us again, so let us leave his home quickly. We had no choice but to pack up our things, apologize to him, and then quickly left his home.

This survey made us feel very embarrassed and helpless. We did not expect to meet such consumers, nor did we expect to cause such misunderstandings. In order to avoid this situation from happening again, we decided to add some preventive and response measures in the future consumer experience research, such:

First, when contacting consumers, we should explain in more detail the purpose and content of our research, as well as the scope and restrictions of our operation and access to consumers' computers, so that consumers have full right to know and choose;

Second, when conducting research, pay more attention to consumers' reactions and emotions, discover and resolve consumers' doubts and dissatisfaction in time, and avoid consumers' misunderstandings and conflicts;

The third is to pay more attention to consumer feedback and evaluation at the end of the survey, express gratitude and respect to consumers, and let consumers feel our professionalism and integrity.

Through these measures, we hope to improve the quality and efficiency of consumer experience research, as well as protect consumer privacy and security.

These are some of the interesting and behind-the-scenes stories in our consumer research, and how we deal with it and solve it. We hope that through these cases, we can better understand the real face of consumer research, and also let everyone feel the interest and challenge of consumer research. At the same time, we also hope that through these cases, we can learn some skills and methods of consumer research, and improve our ability and level of consumer research.