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From Nestle to Procter & Gamble, see how consumer research can help product innovation

2024-07-18 17:00:04 来源：尚普咨询浏览量：0

消费者调研是一种为企业战略决策提供专业解决方案的咨询服务，涉及行业研究、市场分析、竞争对手分析、消费者分析、产品分析等多个方面。消费者调研的目的是为了帮助企业更好地了解市场的现状和趋势，消费者的需求和心理，竞争对手的优势和劣势，以及自身的优势和劣势，从而为产品创新提供有价值的信息和建议。

消费者调研的方法主要有定性调研和定量调研两种。定性调研是指通过深入访谈、焦点小组、观察法等方式，收集消费者的主观感受、态度、动机、意见等非结构化的数据，以揭示消费者的深层需求和心理。定量调研是指通过问卷调查、实验法、数理统计等方式，收集消费者的行为、偏好、满意度等结构化的数据，以量化消费者的表层需求和心理。

The process of consumer research generally includes the following steps:

确定调研目标：明确调研的主题、范围、对象、内容和期限，以及调研的预期成果和价值。

设计调研方案：选择合适的调研方法、工具、样本、指标和问题，以及调研的实施计划和预算。

实施调研活动：按照调研方案，采用不同的方式和渠道，收集有效的数据和信息。

分析调研结果：运用适当的分析方法和技术，对收集的数据和信息进行整理、归纳、分析和解释，得出有意义的Conclusionand insight.

输出调研报告：根据分析结果，撰写调研报告，包括背景介绍、方法说明、结果展示、Conclusion总结、建议提出等内容，以及相关的图表、附件等辅助材料。

消费者调研的成果主要体现在以下几个方面：

帮助企业了解市场的规模、结构、动态和潜力，以及市场的机会和威胁，为市场定位和目标设定提供依据。

帮助企业了解消费者的需求、偏好、行为和心理，以及消费者的满意度和忠诚度，为产品设计和优化提供方向。

帮助企业了解竞争对手的产品、价格、渠道、促销和品牌等方面的情况，以及竞争对手的优势和劣势，为产品差异化和竞争策略提供参考。

帮助企业了解自身的产品、价格、渠道、促销和品牌等方面的情况，以及自身的优势和劣势，为产品改进和创新提供启示。

尚普咨询公司是一家专业的市场调研和咨询公司，拥有甲级咨询资质和涉外调查许可证，拥有自主知识产权的数据分析方法和市场测算模型，拥有丰富的行业经验和客户资源，为全球500强企业提供定制化的专项市场研究、咨询、长年经营陪伴等服务。尚普咨询公司在消费者调研方面有着深厚的积累和优势，曾为雀巢、宝洁等知名企业的产品创新提供了消费者调研服务，取得了良好的效果和反馈。

以下是尚普咨询公司为雀巢和宝洁提供的消费者调研服务的具体案例：

雀巢是世界上最大的食品和饮料公司，拥有多个知名的品牌和产品，如雀巢咖啡、雀巢巧克力、雀巢冰淇淋、雀巢麦片、雀巢婴儿食品等。雀巢一直致力于通过产品创新来满足消费者的不同需求和偏好，提高消费者的生活质量和健康水平。尚普咨询公司曾为雀巢提供了多个消费者调研项目，包括：

雀巢咖啡消费者调研：尚普咨询公司为雀巢咖啡在中国市场的消费者调研，通过线上问卷调查和线下深度访谈，收集了1000多名咖啡消费者的数据和信息，分析了咖啡消费者的需求、偏好、行为和心理，以及咖啡市场的规模、结构、动态和竞争格局，为雀巢咖啡的产品创新和市场策略提供了有价值的建议和支持。

雀巢巧克力消费者调研：尚普咨询公司为雀巢巧克力在中国市场的消费者调研，通过线上问卷调查和线下焦点小组，收集了800多名巧克力消费者的数据和信息，分析了巧克力消费者的需求、偏好、行为和心理，以及巧克力市场的规模、结构、动态和竞争格局，为雀巢巧克力的产品创新和市场策略提供了有价值的建议和支持。

雀巢冰淇淋消费者调研：尚普咨询公司为雀巢冰淇淋在中国市场的消费者调研，通过线上问卷调查和线下实验法，收集了600多名冰淇淋消费者的数据和信息，分析了冰淇淋消费者的需求、偏好、行为和心理，以及冰淇淋市场的规模、结构、动态和竞争格局，为雀巢冰淇淋的产品创新和市场策略提供了有价值的建议和支持。

雀巢麦片消费者调研：尚普咨询公司为雀巢麦片在中国市场的消费者调研，通过线上问卷调查和线下观察法，收集了500多名麦片消费者的数据和信息，分析了麦片消费者的需求、偏好、行为和心理，以及麦片市场的规模、结构、动态和竞争格局，为雀巢麦片的产品创新和市场策略提供了有价值的建议和支持。

雀巢婴儿食品消费者调研：尚普咨询公司为雀巢婴儿食品在中国市场的消费者调研，通过线上问卷调查和线下深度访谈，收集了400多名婴儿食品消费者的数据和信息，分析了婴儿食品消费者的需求、偏好、行为和心理，以及婴儿食品市场的规模、结构、动态和竞争格局，为雀巢婴儿食品的产品创新和市场策略提供了有价值的建议和支持。

宝洁是世界上最大的日用消费品公司，拥有多个知名的品牌和产品，如飘柔、海飞丝、玉兰油、佳洁士、舒肤佳、汰渍等。宝洁一直致力于通过产品创新来满足消费者的不同需求和偏好，提高消费者的生活质量和健康水平。尚普咨询公司曾为宝洁提供了多个消费者调研项目，包括：

飘柔洗发水消费者调研：尚普咨询公司为飘柔洗发水在中国市场的消费者调研，通过线上问卷调查和线下焦点小组，收集了1000多名洗发水消费者的数据和信息，分析了洗发水消费者的需求、偏好、行为和心理，以及洗发水市场的规模、结构、动态和竞争格局，为飘柔洗发水的产品创新和市场策略提供了有价值的建议和支持。

海飞丝洗发水消费者调研：尚普咨询公司为海飞丝洗发水在中国市场的消费者调研，通过线上问卷调查和线下实验法，收集了800多名洗发水消费者的数据和信息，分析了洗发水消费者的需求、偏好、行为和心理，以及洗发水市场的规模、结构、动态和竞争格局，为海飞丝洗发水的产品创新和市场策略提供了有价值的建议和支持。

玉兰油护肤品消费者调研：尚普咨询公司为玉兰油护肤品在中国市场的消费者调研，通过线上问卷调查和线下深度访谈，收集了600多名护肤品消费者的数据和信息，分析了护肤品消费者的需求、偏好、行为和心理，以及护肤品市场的规模、结构、动态和竞争格局，为玉兰油护肤品的产品创新和市场策略提供了有价值的建议和支持。

佳洁士牙膏消费者调研：尚普咨询公司为佳洁士牙膏在中国市场的消费者调研，通过线上问卷调查和线下观察法，收集了500多名牙膏消费者的数据和信息，分析了牙膏消费者的需求、偏好、行为和心理，以及牙膏市场的规模、结构、动态和竞争格局，为佳洁士牙膏的产品创新和市场策略提供了有价值的建议和支持。

舒肤佳香皂消费者调研：尚普咨询公司为舒肤佳香皂在中国市场的消费者调研，通过线上问卷调查和线下实验法，收集了400多名香皂消费者的数据和信息，分析了香皂消费者的需求、偏好、行为和心理，以及香皂市场的规模、结构、动态和竞争格局，为舒肤佳香皂的产品创新和市场策略提供了有价值的建议和支持。

汰渍洗衣粉消费者调研：尚普咨询公司为汰渍洗衣粉在中国市场的消费者调研，通过线上问卷调查和线下焦点小组，收集了300多名洗衣粉消费者的数据和信息，分析了洗衣粉消费者的需求、偏好、行为和心理，以及洗衣粉市场的规模、结构、动态和竞争格局，为汰渍洗衣粉的产品创新和市场策略提供了有价值的建议和支持。

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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