Purpose of 1. Consumer Research

The purpose of consumer research is to help companies solve marketing problems and improve market performance. Consumer research questions can be divided into three categories:

Descriptive questions: describe the characteristics, behaviors, and attitudes of consumers, such as consumer demographics, frequency of purchases, brand preferences, etc.

Explanatory questions: Explain the reasons for consumer behavior and attitudes, such as consumer needs, motivations, values, beliefs, etc.

Predictive questions: predicting changes in consumer behavior and attitudes, such as changes in consumer demand, willingness to buy, loyalty, etc.

The purpose of consumer research determines the choice and use of resources for consumer research. Different questions require different resources to answer. For example, descriptive questions usually require a large amount of data to describe the current situation of consumers, so resources such as questionnaires and big data can be used to collect data. Explanatory questions usually require in-depth analysis to explain the internal nature of consumers, so they can use interviews, observations and other resources to obtain insight. Predictive questions usually require advanced technology to predict the future of consumers, so artificial intelligence, simulation and other resources can be used to generate predictions.

Content of 2. Consumer Research

The content of consumer research refers to the information and knowledge involved in consumer research, which can be divided into four levels:

Basic layer: The basic layer is the basis of consumer research, which includes basic consumer information, such as consumer demographics, geographic location, socio-economic, etc.

Behavior layer: The behavior layer is the core of consumer research, which includes consumer behavior information, such as consumer purchase behavior, use behavior, evaluation behavior, etc.

Psychological layer: The psychological layer is the depth of consumer research, which includes consumer psychological information, such as consumer demand, motivation, attitude, satisfaction, etc.

Environmental layer: The environmental layer is the background of consumer research, which includes consumer environmental information, such as consumer culture, society, law, competition, etc.

The content of consumer research determines the integration and analysis of consumer research resources. Different levels need different resources to supplement and improve. For example, information at the basic level can be obtained through questionnaires, big data and other resources, but it needs to be verified and explained through interviews, observations and other resources. Information at the behavior level can be captured and analyzed through social media, artificial intelligence and other resources, but it needs to be supplemented and deepened through questionnaires, interviews and other resources. Information at the psychological level can be explored and understood through interviews, observations and other resources, however, it needs to be quantified and summarized through resources such as questionnaires and big data. Information at the environmental level can be monitored and predicted through resources such as big data and artificial intelligence, but it needs to be perceived and adapted through resources such as interviews and observations.

Methods of 3. Consumer Research

The method of consumer research refers to the technology and tools used in consumer research, which can be divided into two categories:

Quantitative methods: Quantitative methods refer to the collection and analysis of consumer research information through numerical and statistical methods, such as questionnaires, experiments, big data, etc.

Qualitative method: Qualitative method refers to the collection and analysis of consumer research information through language and images, such as interviews, observations, social media, etc.

The method of consumer research determines the advantages and limitations of consumer research resources. Different methods have different characteristics and applicable scenarios. For example, the advantage of quantitative methods is that they can provide objective, comparable, and generalizable information, but the limitation is that they cannot reveal intrinsic, complex, and dynamic information about consumers; the advantage of qualitative methods is that they can provide subjective, detailed, and multidimensional information, but the limitation is that they cannot provide universal, concise, and consistent information.

Therefore, the use and integration of consumer research resources need to be selected and combined according to the purpose, content and methods of consumer research to achieve the best results. Below, we will show the practical effect of the utilization and integration of consumer research resources in combination with the specific cases of Shangpu consulting service customers.

A Case Study on the Utilization and Integration of 4. Consumer Research Resources

Case 1: Consumer Research of a Car Brand

A car brand wants to know the evaluation and feedback of consumers on its new electric car, as well as the purchase intention and loyalty of consumers. The car brand commissioned Shangpu Consulting to conduct consumer research, and Shangpu Consulting adopted the following resource utilization and integration strategies:

Use questionnaires and big data to collect basic information and behavior information of consumers, such as age, gender, income, education, purchase frequency, purchase channels, purchase amount, etc.

Use interviews and observations to collect consumer psychological and environmental information, such as consumer demand, motivation, attitude, satisfaction, culture, society, competition, etc.

Use social media and artificial intelligence to analyze consumer behavior information and psychological information, such as consumer comments, ratings, likes, retweets, emotions, preferences, opinions, etc.

Integrate questionnaires, big data, interviews, observations, social media, and artificial intelligence to generate a comprehensive report of consumer evaluations and feedback, such as the advantages, disadvantages, suggestions, and expectations of the electric vehicle.

Integrate questionnaires, big data, interviews, observations, social media and artificial intelligence to generate predictive reports of consumers' purchase intention and loyalty, such as consumers' purchase probability, purchase conditions, purchase frequency, purchase amount, repeat purchase rate, recommendation rate, etc.

Through such a resource utilization and integration strategy, Shangpu Consulting provides the car brand with a comprehensive, in-depth and accurate consumer research report to help the car brand understand the real ideas and needs of consumers, as well as the market potential and value of consumers, so as to formulate more effective market strategies and product improvement programs.

Case 2: Consumer Survey of a Cosmetic Brand

A cosmetics brand wants to know consumers' cognition and feeling of a new skin care product, as well as consumers' experience and effect. The cosmetics brand commissioned Shangpu Consulting to conduct consumer research, and Shangpu Consulting adopted the following resource utilization and integration strategies:

Use questionnaires and big data to collect basic information and behavior information of consumers, such as consumers' age, gender, skin type, purchase frequency, purchase channels, purchase amount, etc.

Use interviews and observations to collect consumer psychological and environmental information, such as consumer demand, motivation, attitude, satisfaction, culture, society, competition, etc.

Use social media and artificial intelligence to analyze consumers' cognition and feelings, such as consumers' awareness, awareness, perception, emotion, loyalty, etc. of the skin care product.

Use artificial intelligence and simulation to analyze the consumer's use experience and effect, such as the consumer's use frequency, use method, use feeling, use effect, use suggestion, etc.

Through such a resource utilization and integration strategy, Shangpu Consulting provided the cosmetics brand with a detailed, true and scientific consumer research report to help the cosmetics brand understand consumers' cognition and feelings of the skin care product, as well as consumers' experience and effect, so as to enhance the brand image and market share of the skin care product.

5. Conclusion

The resources of consumer research are diverse, including traditional questionnaires, interviews, observations, etc., as well as emerging social media, big data, and artificial intelligence. How to use and integrate these different research resources is a key issue in consumer research. This paper discusses the principles and strategies of the utilization and integration of consumer research resources from the three aspects of the purpose, content and method of consumer research, and shows the practical effect of the utilization and integration of consumer research resources in the light of the specific cases of Shangpu consulting service customers. The main part of this paperConclusionAs follows:

The purpose of consumer research determines the choice and use of resources for consumer research. Different questions require different resources to answer.

The content of consumer research determines the integration and analysis of consumer research resources. Different levels need different resources to supplement and improve.

The method of consumer research determines the advantages and limitations of consumer research resources. Different methods have different characteristics and applicable scenarios.

The use and integration of consumer research resources requires targeted selection and combination according to the purpose, content and methods of consumer research to achieve the best results.