Definition and Purpose of Consumer Research

Consumer research, also known as consumer market research, refers to the use of various market research on the basis of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level, etc. Technology and methods, research on the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use.

The main purpose of consumer research is to provide enterprises with information about consumers, so that enterprises can better meet the needs of consumers, improve consumer satisfaction and loyalty, and enhance the competitiveness and profitability of enterprises. Specifically, consumer research can help companies achieve the following goals:

Understand the basic characteristics, behavior patterns, psychological state and values of consumers, as well as the changing trends and influencing factors of these factors;

Identify consumer needs and preferences, as well as the process and influencing factors of these needs and preferences;

Analyze consumers' purchase motivation and decision-making process, as well as the influencing factors and changing rules of these motivation and decision-making;

Assess consumer perceptions, attitudes, satisfaction and loyalty to products, services, brands, advertisements, channels, etc., as well as the factors influencing these evaluations and ways to improve them;

Predict consumer purchase intentions and behaviors, as well as the influencing factors and trends of these intentions and behaviors;

Segmenting consumer markets, identifying target markets and target consumers, as well as the characteristics and needs of these markets and consumers;

Develop and optimize marketing strategies for products, services, brands, prices, promotions, channels, etc., and evaluate the effectiveness and improvement of these strategies.

Content and methods of consumer research

The content of consumer research generally includes the following aspects:

Consumer basic situation analysis, including consumer demographic characteristics (such as age, gender, education, occupation, income, etc.), geographical characteristics (such as residence, work, travel mode, etc.), psychological characteristics (such as personality, values, lifestyle, etc.) and social characteristics (such as family structure, social roles, social relations, etc.);

Consumer demand and preference analysis, including consumer demand levels, demand types, demand intensity, demand differences, demand changes, etc. for products, services, brands, etc., as well as consumer preference levels, preference types, preference factors, preference differences, preference changes, etc. for products, services, brands, etc;

Consumer purchase motivation and decision analysis, including consumer purchase motivation type, motivation intensity, motivation source, motivation change, etc., as well as consumer purchase decision type, decision process, decision factor, decision change, etc;

Analysis of consumer purchase behavior and use behavior, including consumer purchase behavior type, behavior frequency, behavior time, behavior place, behavior object, behavior mode, etc., as well as consumer use behavior type, behavior frequency, behavior time, behavior place, behavior object, behavior mode, etc;

Consumer cognition and attitude analysis, including consumer's cognitive level, cognitive content, cognitive source, cognitive difference, cognitive change, etc. of products, services, brands, etc., as well as consumer's attitude level, attitude content, attitude source, attitude difference, attitude change, etc. of products, services, brands, etc;

The analysis of consumer satisfaction and loyalty, including consumer satisfaction level, satisfaction content, satisfaction influencing factors, satisfaction difference, satisfaction change, etc., as well as consumer loyalty level, loyalty content, loyalty influencing factors, loyalty difference, loyalty change, etc. to products, services, brands, etc.

The methods of consumer research are generally divided into two categories: qualitative research and quantitative research. Qualitative research is mainly used to explore the deep-seated psychology and behavior of consumers, to obtain consumer feelings, thoughts, motivations and other difficult to quantify information, commonly used methods are focus group discussions, in-depth interviews, projection techniques, observation, experimental methods and so on. Quantitative research is mainly used to verify the general psychology and behavior of consumers, and to obtain quantifiable information such as the number, proportion and relationship of consumers. Commonly used methods include questionnaire survey, experimental design, mathematical statistics, mathematical modeling and so on.

The choice of consumer research methods should be based on the purpose of the survey, content, object, time, budget and other factors, in general, qualitative research and quantitative research should be used in combination to complement and verify each other. Qualitative research can be conducted before quantitative research to help identify the questions, assumptions, and indicators of the research, or it can be conducted after quantitative research to help explain the results, findings, and recommendations of the research. Quantitative research can be conducted on the basis of qualitative research to help test the validity and universality of the research questions, assumptions and indicators, or it can be conducted in conjunction with qualitative research to help increase the credibility of the research and the credibility and representativeness of the representatives.

A Case Study of Consumer Research: Experience and Advantages of Champ Consulting

Shangpu Consulting Company is a consulting agency specializing in consumer research. It has many years of industry experience and professional knowledge to provide customized consumer research services for customers in all walks of life. The consumer research service of Shangpu Consulting Company covers the whole process of consumer research, including the determination of research objectives, the design of research programs, the selection of research tools, the collection of research data, the analysis of research data, the report of research results, and the provision of research suggestions. The consumer research service of Shangpu Consulting Company has the following characteristics and advantages:

Taking customers as the center, according to the specific needs and expectations of customers, formulate appropriate consumer research objectives and contents, as well as consumer research plans and implementation steps that meet the customer's time and budget;

Based on data, use advanced consumer research methods and technologies to collect and analyze a large amount of consumer data to ensure that the results of consumer research have a high degree of accuracy and credibility;

Insight-oriented, use rich industry experience and professional knowledge to dig and interpret the meaning and laws behind consumer data, and extract valuable consumer insights and market opportunities;

Take action as the goal, according to the results and insights of consumer research, provide customers with operational and effective marketing strategies and suggestions, as well as follow-up implementation and evaluation support.

The experience and advantages of Shangpu Consulting in consumer research can be reflected in the following specific cases:

Case 1: Conduct consumer research for an international fast food brand to help it understand consumer needs and preferences in the Chinese market and differentiate itself from competitors. Shangpu Consulting has used a variety of consumer research methods, including questionnaires, in-depth interviews, focus group discussions, mysterious customer methods, etc., to collect a large number of consumer data, including consumers' cognition, attitude, satisfaction, loyalty, purchase motivation, purchase behavior, use behavior, etc. Through the analysis of consumer data, Champ Consulting found the following important consumer insights and market opportunities:

Consumers' choice of fast food brands is mainly influenced by price, taste, hygiene, service, convenience and other factors, among which price and taste are the most important factors, hygiene and service are the secondary factors, and convenience is the auxiliary factor;

There are obvious differences in consumers' demand and preference for fast food brands. According to the characteristics of consumers' age, gender, income, education and occupation, consumers can be divided into four market segments, namely, young students and white-collar workers, middle-aged families and professionals, elderly retirees and empty nesters, children and adolescents;

There are some misunderstandings and prejudices in consumers' cognition and attitude towards fast food brands. Some consumers think that international fast food brands are more expensive, more unhealthy and less in line with Chinese tastes than domestic fast food brands. In fact, international fast food brands have certain advantages and characteristics in terms of price, hygiene, quality and innovation;

Consumers' satisfaction and loyalty to fast food brands are low, and there is a certain gap between consumers' expectations and actual experience of fast food brands. Consumers' loyalty to fast food brands is mainly affected by price, taste, health, service, convenience and other factors, among which price and taste are the most important factors, health and service are secondary factors, and convenience is the auxiliary factor.

According to the results and insights of consumer research, Shangpu Consulting provides the following marketing strategies and suggestions for customers:

According to different market segments, formulate different product, price, promotion, channel and other strategies to meet different consumer needs and preferences. For example, for young students and white-collar workers, more fashionable, innovative and personalized products can be launched, as well as more promotions such as discounts, activities and members, as well as more channels such as online, takeaway and self-help;

Aiming at consumers' misunderstandings and prejudices, carry out effective brand communication and education to improve consumers' cognition and attitude towards international fast food brands. For example, through advertising, public relations, social media, etc., convey the advantages and characteristics of international fast food brands such as price, hygiene, quality, innovation, etc., as well as the importance and adaptation of international fast food brands to the Chinese market, as well as the integration and respect of international fast food brands and Chinese culture;

For consumer satisfaction and loyalty, effective brand management and maintenance are carried out to improve consumer satisfaction and loyalty to international fast food brands, for example, through continuous product, service, brand improvement and innovation, to narrow The gap between consumers' expectations and experience, and through continuous discounts, activities, members, points, rewards, etc., to increase the frequency and intensity of consumers' purchase and use.

Case 2: Conduct consumer research for a domestic e-commerce platform to help it understand consumers' shopping behavior and use experience, as well as their differentiation advantages with competitors. Shangpu Consulting has adopted a variety of consumer research methods, including questionnaire survey, in-depth interview, focus group discussion, website analysis, user testing, etc., and collected a large number of consumer data, including consumers' cognition, attitude, satisfaction, loyalty, purchase motivation, purchase behavior, use behavior, etc. Through the analysis of consumer data, Shangpu Consulting found the following important consumer insights and market opportunities:

Consumers' choice of e-commerce platform is mainly affected by price, category, quality, service, experience and other factors, of which price and category are the most important factors, quality and service are secondary factors, and experience is an auxiliary factor;

There are obvious differences in consumers' needs and preferences for e-commerce platforms. According to consumers' age, gender, income, education, occupation and other characteristics, consumers can be divided into four market segments, namely, young fashionistas, middle-aged quality pursuers, elderly affordable consumers, and trend leaders for children and teenagers;

Consumers have certain misunderstandings and prejudices about e-commerce platforms. Some consumers think that domestic e-commerce platforms are cheaper, more comprehensive and more convenient than international e-commerce platforms. In fact, domestic e-commerce platforms have certain disadvantages and defects in terms of price, category, quality, service and experience;

Consumers' satisfaction and loyalty to the e-commerce platform are low, and there is a certain gap between consumers' expectations and actual experience of the e-commerce platform. Consumers' loyalty to the e-commerce platform is mainly affected by price, category, quality, service, experience and other factors, of which price and category are the most important factors, quality and service are the secondary factors, and experience is the auxiliary factor.

According to the results and insights of consumer research, Shangpu Consulting provides the following marketing strategies and suggestions for customers:

According to different market segments, formulate different products, prices, promotions, channels and other strategies to meet different consumer needs and preferences. For example, for young fashionistas, you can launch more popular, novel and unique products., And more discounts, gifts, trials and other promotional methods, as well as more social, live, short video and other channels;

In view of consumers' misunderstandings and prejudices, carry out effective brand communication and education to improve consumers' cognition and attitude towards domestic e-commerce platforms, such as advertising, public relations, social media, etc., to convey the advantages and characteristics of domestic e-commerce platforms, such as price, category, quality, service and experience, as well as the attention and care of domestic e-commerce platforms to consumers, As well as the responsibility and contribution of domestic e-commerce platforms and society;

In view of consumer satisfaction and loyalty, carry out effective brand management and maintenance to improve consumer satisfaction and loyalty to domestic e-commerce platforms, for example, through continuous product, service, brand improvement and innovation, to narrow the gap between consumer expectations and experience, and through continuous discounts, activities, members, points, rewards, etc., to increase the frequency and intensity of consumers' purchase and use.

Case 3: Conduct consumer research for a domestic automobile brand to help it understand consumers' car purchase behavior and use experience, as well as their differentiation advantages with competitors. Shangpu Consulting Company has adopted a variety of consumer research methods, including questionnaire survey, in-depth interview, focus group discussion, car owner club, test drive activity, etc., and collected a large number of consumer data, including consumers' cognition, attitude, satisfaction, loyalty, car purchase motivation, car purchase behavior, use behavior, etc. Through the analysis of consumer data, Champ Consulting found the following important consumer insights and market opportunities:

Consumers' choice of automobile brands is mainly affected by price, performance, quality, design, safety, environmental protection and other factors, among which price and performance are the most important factors, quality and design are secondary factors, and safety and environmental protection are auxiliary factors;

There are obvious differences in consumers' needs and preferences for automobile brands. According to the characteristics of consumers' age, gender, income, education, occupation and so on, consumers can be divided into four market segments, namely, young passionate drivers, middle-aged steady pursuers, elderly comfort enjoyment, and safety protectors for children and teenagers;

Consumers have certain misunderstandings and prejudices in their cognition and attitude towards automobile brands. Some consumers think that domestic automobile brands are cheaper, more practical and more suitable for Chinese people than international automobile brands. In fact, domestic automobile brands have certain disadvantages and defects in terms of price, performance, quality, design, safety and environmental protection;

Consumers' satisfaction and loyalty to automobile brands are low, and there is a certain gap between consumers' expectations and actual experience of automobile brands. Consumers' loyalty to automobile brands is mainly affected by price, performance, quality, design, safety, and environmental protection. Among them, price and performance are the most important factors, quality and design are secondary factors, and safety and environmental protection are auxiliary factors.

According to the results and insights of consumer research, Shangpu Consulting provides the following marketing strategies and suggestions for customers:

According to different market segments, formulate different product, price, promotion, channel and other strategies to meet different consumer needs and preferences. For example, for young passionate drivers, you can launch more power, control, and technology products., And more discounts, gifts, test drives and other promotional methods, as well as more online, exhibition halls, experience centers and other channels;

In view of consumers' misunderstandings and prejudices, carry out effective brand communication and education to improve consumers' cognition and attitude towards domestic automobile brands. For example, through advertising, public relations, social media and other ways, convey the advantages and characteristics of domestic automobile brands such as price, performance, quality, design, safety, environmental protection and so on, as well as the attention and care of domestic automobile brands to consumers, and the responsibility and contribution of domestic automobile brands and society;

Aiming at the satisfaction and loyalty of consumers, carry out effective brand management and maintenance to improve the satisfaction and loyalty of consumers to domestic automobile brands, for example, through continuous improvement and innovation of products, services and brands, to improve the satisfaction and loyalty of consumers to automobile brands, for example, through continuous optimization and upgrading of products, services and brands, to narrow the gap between consumers' expectations and experiences, and through continuous discounts, activities, members, points, rewards, etc., to increase the loyalty of consumers to buy and use.

The above is a brief introduction to the strategies and methods of consumer research in the three cases provided by Shangpu Consulting Company. If you want to know more about the knowledge and skills of consumer research, you can visit Shangpu Consulting's official website or search for the relevant contents of the strategies and methods of consumer research. You can also refer to Accenture's high-quality research reports such as 2022 China Consumer Insight and Top Ten Consumer Research Models.