Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Consumer Research > Cao Jie >

Classification and characteristics of consumer research: experts analyze the research needs of different industries and markets

2024-07-18 17:00:03 来源：尚普咨询浏览量：0

消费者调研是市场调研的重要组成部分，也是企业进行市场营销活动前必不可少的一步。消费者调研可以帮助企业了解消费者的心理和行为，发现消费者的需求和问题，评估消费者的满意度和忠诚度，预测消费者的购买意向和行为，制定有效的市场策略和营销组合。消费者调研的质量和效果直接影响企业的市场竞争力和盈利能力。

一、按照调研对象进行分类

根据调研对象的不同，消费者调研可以分为以下几种类型：

潜在消费者调研：指针对那些尚未购买或使用某一产品或服务，但有可能在未来购买或使用的人群进行的调研。潜在消费者调研主要目的是了解潜在消费者的数量、特征、需求、期望等，以便企业制定相应的市场开发策略。例如，尚普咨询公司曾为一家新能源汽车品牌进行了潜在消费者调研，通过问卷、访谈、观察等方法，收集了潜在消费者的基本信息、购车动机、购车条件、购车渠道、购车偏好等数据，分析了潜在消费者的市场规模、市场结构、市场需求和市场潜力，为该品牌的市场进入和市场推广提供了依据。

现有消费者调研：指针对那些已经购买或使用某一产品或服务的人群进行的调研。现有消费者调研主要目的是了解现有消费者的满意度、忠诚度、重复购买率、转介绍率等，以便企业制定相应的市场维护策略。例如，尚普咨询公司曾为一家家电品牌进行了现有消费者调研，通过电话、邮件、短信等方法，收集了现有消费者的使用情况、使用感受、使用问题、使用建议等数据，分析了现有消费者的满意度、忠诚度、口碑、投诉等指标，为该品牌的产品改进和服务提升提供了依据。

竞争对手消费者调研：指针对那些购买或使用竞争对手产品或服务的人群进行的调研。竞争对手消费者调研主要目的是了解竞争对手消费者的特征、需求、偏好、满意度等，以便企业制定相应的市场竞争策略。例如，尚普咨询公司曾为一家医药品牌进行了竞争对手消费者调研，通过网络、药店、医院等方法，收集了竞争对手消费者的购买情况、购买动机、购买条件、购买渠道、购买偏好等数据，分析了竞争对手消费者的市场占有率、市场影响力、市场优势和市场劣势，为该品牌的市场定位和市场差异化提供了依据。

二、按照调研目的进行分类

根据调研目的的不同，消费者调研可以分为以下几种类型：

市场需求调研：指针对某一市场或产品的需求量、需求结构、需求特征、需求变化等进行的调研。市场需求调研主要目的是了解市场的容量、潜力、增长率、饱和度等，以便企业制定相应的市场规模策略。例如，尚普咨询公司曾为一家金融科技品牌进行了市场需求调研，通过文献、专家、用户等方法，收集了金融科技市场的总体需求、细分需求、潜在需求、未满足需求等数据，分析了金融科技市场的规模、结构、特征、趋势等，为该品牌的市场定位和市场拓展提供了依据。

市场满意度调研：指针对某一市场或产品的满意度、忠诚度、口碑、投诉等进行的调研。市场满意度调研主要目的是了解市场的满意程度、忠诚程度、口碑程度、投诉程度等，以便企业制定相应的市场满意度策略。例如，尚普咨询公司曾为一家餐饮品牌进行了市场满意度调研，通过问卷、访谈、观察等方法，收集了餐饮市场的满意度、忠诚度、口碑、投诉等数据，分析了餐饮市场的满意因素、忠诚因素、口碑因素、投诉因素等，为该品牌的产品优化和服务改善提供了依据。

市场机会调研：指针对某一市场或产品的机会、威胁、优势、劣势等进行的调研。市场机会调研主要目的是了解市场的机会点、威胁点、优势点、劣势点等，以便企业制定相应的市场机会策略。例如，尚普咨询公司曾为一家教育品牌进行了市场机会调研，通过文献、专家、用户等方法，收集了市场的机会、威胁、优势、劣势等数据，分析了教育市场的机会点、威胁点、优势点、劣势点等，为该品牌的市场创新和市场突破提供了依据。

三、按照调研方法进行分类

根据调研方法的不同，消费者调研可以分为以下几种类型：

定性调研：指运用非数值化的方法，通过深入的访谈、观察、案例分析等方式，收集和分析消费者的信息，以揭示消费者的动机、态度、感受、想法等，从而为企业提供深刻的洞察和理解。定性调研主要适用于探索性的、开放性的、创新性的消费者调研。例如，尚普咨询公司曾为一家化妆品品牌进行了定性调研，通过焦点小组、深度访谈、神经营销等方法，收集和分析了消费者的购买动机、使用感受、品牌印象、产品偏好等信息，揭示了消费者的心理和行为特征，为该品牌的产品设计和品牌形象提供了灵感和方向。

定量调研：指运用数值化的方法，通过大样本的问卷、实验、测试等方式，收集和分析消费者的信息，以量化消费者的需求、满意度、忠诚度、购买意向等，从而为企业提供客观的数据和证据。定量调研主要适用于验证性的、描述性的、评估性的消费者调研。例如，尚普咨询公司曾为一家旅游品牌进行了定量调研，通过在线问卷、电话访问、现场调查等方法，收集和分析了消费者的旅游需求、旅游满意度、旅游忠诚度、旅游意向等信息，量化了消费者的旅游行为和旅游市场的状况，为该品牌的旅游产品和旅游营销提供了数据和依据。

混合调研：指运用定性和定量相结合的方法，通过多种方式，收集和分析消费者的信息，以综合消费者的质性和量性的信息，从而为企业提供全面的分析和建议。混合调研主要适用于综合性的、多维度的、多层次的消费者调研。例如，尚普咨询公司曾为一家服装品牌进行了混合调研，通过网红直播、社交媒体、消费者日记、在线问卷等方法，收集和分析了消费者的购买动机、购买渠道、购买偏好、购买满意度等信息，综合了消费者的质性和量性的信息，为该品牌的服装设计和服装推广提供了分析和建议。

四、按照调研内容进行分类

根据调研内容的不同，消费者调研可以分为以下几种类型：

消费者需求调研：指针对消费者的需求、期望、愿望、问题等进行的调研。消费者需求调研主要目的是了解消费者的需求层次、需求结构、需求特征、需求变化等，以便企业制定相应的产品策略和价格策略。例如，尚普咨询公司曾为一家健身品牌进行了消费者需求调研，通过访谈、问卷、观察等方法，收集了消费者的健身需求、健身期望、健身愿望、健身问题等信息，分析了消费者的健身需求层次、需求结构、需求特征、需求变化等，为该品牌的健身产品和健身价格提供了依据。

消费者行为调研：指针对消费者的购买行为、使用行为、处置行为等进行的调研。消费者行为调研主要目的是了解消费者的购买过程、购买决策、购买影响、购买结果等，以便企业制定相应的渠道策略和促销策略。例如，尚普咨询公司曾为一家手机品牌进行了消费者行为调研，通过追踪、记录、分析等方法，收集了消费者的购买过程、购买决策、购买影响、购买结果等信息，分析了消费者的购买行为模式、购买行为因素、购买行为效果等，为该品牌的手机渠道和手机促销提供了依据。

消费者心理调研：指针对消费者的动机、态度、感知、学习、记忆、个性等进行的调研。消费者心理调研主要目的是了解消费者的心理特征、心理过程、心理影响等，以便企业制定相应的品牌策略和传播策略。例如，尚普咨询公司曾为一家咖啡品牌进行了消费者心理调研，通过实验、测试、测量等方法，收集了消费者的动机、态度、感知、学习、记忆、个性等信息，分析了消费者的心理特征、心理过程、心理影响等，为该品牌的咖啡品牌和咖啡传播提供了依据。

Summary:

消费者调研是一项复杂而重要的工作，需要根据不同的目的和场景选择合适的分类和类型。本文从调研对象、调研目的、调研方法和调研内容四个方面对消费者调研进行了分类，并结合尚普咨询公司的服务客户案例，分析了不同行业与市场的调研需求和特点，为消费者调研的实践提供了参考和指导。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise