The Purpose and Value of 1. Consumer Research

What is the purpose of consumer research? What is the value of consumer research? This is the basic question of consumer research, as well as the starting point and destination of consumer research. Many people may think that the purpose of consumer research is to collect consumer information, and the value of consumer research is to provide consumer data. However, this is a misunderstanding and a simple understanding. The truth of consumer research is that the purpose of consumer research is not only to collect consumer information, but also to understand the psychology and behavior of consumers. The value of consumer research is not only to provide consumer data, but also to reveal consumers' needs and motivations. In other words, the purpose of consumer research is to discover consumer problems and opportunities, and the value of consumer research is to create consumer value and satisfaction.

Why is it necessary to understand the purpose and value of consumer research in this way? Because only in this way can we truly grasp the core of consumers, truly meet consumer expectations, and truly win consumer trust and loyalty. Consumer information and data is only the appearance of consumers, consumer psychology and behavior is the essence of consumers, consumer demand and motivation is the driving force of consumers. If we only pay attention to the information and data of consumers, but ignore the psychology and behavior of consumers, we can only get the surface information of consumers, but can not go deep into the inner world of consumers, and can not find the potential needs and future trends of consumers. If you only provide consumer information and data, without considering consumer needs and motivations, you can only provide consumer facts, but not consumer solutions, nor can you provide consumer value propositions and competitive advantages.

Therefore, the purpose and value of consumer research should be from collecting consumer information and data, to understanding consumer psychology and behavior, to discovering consumer problems and opportunities, and finally to creating consumer value and satisfaction. In this way, consumer research can really play its role and provide strong support and guidance for the marketing of enterprises.

Methods and techniques of 2. consumer research

What are the methods of consumer research? What are the skills of consumer research? This is the practical problem of consumer research, and it is also the key point and difficulty of consumer research. Many people may think that the method of consumer research is questionnaire survey, and the skill of consumer research is to design good questions and options. However, this is a misunderstanding and a limited understanding. The truth of consumer research is that the methods of consumer research are not only questionnaires, but also various. The skills of consumer research are not only designed questions and options, but also flexible. In other words, the method of consumer research is to adapt to the diversity and complexity of consumers, and the technique of consumer research is to improve the effectiveness and efficiency of consumer research.

Why do we need to understand the methods and techniques of consumer research in this way? Because only in this way can we truly adapt to the different situations of consumers, truly capture the subtle changes of consumers, and truly reflect the real thoughts of consumers. The diversity and complexity of consumers are reflected in the differences and changes in the types, characteristics, behaviors, needs, motivations, attitudes, and satisfaction of consumers, and the quantitative and qualitative differences and connections between consumer information and data. If we only use the method of questionnaire survey and ignore other methods, we can only get some information of consumers, but we can't get comprehensive information of consumers, and we can't get deep information and hidden information of consumers. If only well-designed questions and options are not used flexibly, only the superficial answers of consumers can be obtained, but the true answers of consumers cannot be obtained, and the feelings and suggestions of consumers cannot be obtained.

Therefore, the methods and techniques of consumer research should be expanded from the use of questionnaires to the use of a variety of methods, including quantitative and qualitative methods, such as sample surveys, experimental designs, observations, interviews, focus groups, in-depth interviews, scenario simulations, neuromarketing, etc., as well as their combinations and complements. The skills of consumer research should be expanded from well-designed questions and options to flexible skills, including the openness and closure of questions, the number and sequence of options, the logic and coherence of questions, the sensitivity and neutrality of questions, the simplicity and clarity of questions, the relevance and importance of questions, and their balance and coordination. In this way, consumer research can truly adapt to the diversity and complexity of consumers, and can truly improve the effectiveness and efficiency of consumer research.

Analysis and Application of 3. Consumer Research

The follow-up questions of consumer research are also important links and objectives of consumer research. Many people may think that the analysis of consumer research is to count consumer information and data, and the application of consumer research is to formulate marketing strategies and programs. However, this is a misunderstanding and a one-sided understanding. The truth of consumer research is that the analysis of consumer research is not only to count consumer information and data, but also to interpret consumer psychology and behavior. The application of consumer research is not only to formulate marketing strategies and programs, but also to implement marketing activities and evaluate marketing effects. In other words, the analysis of consumer research is to refine consumer insights and enlightenment, and the application of consumer research is to achieve consumer value and satisfaction.

Why is it necessary to understand the analysis and application of consumer research in this way? Because only in this way can we truly use consumer information and data, truly meet consumer needs and motivations, and truly create consumer value and satisfaction. Consumer information and data are only the raw materials of consumers, consumer psychology and behavior is the essence of consumers, consumer demand and motivation is the goal of consumers, consumer value and satisfaction is the result of consumers. If we only count the information and data of consumers without interpreting the psychology and behavior of consumers, we can only get the figures and charts of consumers, but not the insight and enlightenment of consumers, nor the needs and motivations of consumers. If you only develop marketing strategies and programs, without implementing marketing activities and evaluating marketing effectiveness, you can only get consumers' plans and ideas, but not consumers' feedback and evaluation, nor can you get consumers' value and satisfaction.

Therefore, the analysis and application of consumer research should be promoted from the statistics of consumer information and data, to the interpretation of consumer psychology and behavior, and then to the refinement of consumer insight and enlightenment, and finally to the satisfaction of consumer needs and motivation. The application of consumer research should be promoted from formulating marketing strategies and plans, to implementing marketing activities and evaluating marketing effects, to realizing consumer value and satisfaction, and finally to winning consumer trust and loyalty. In this way, consumer research can truly use consumer information and data, and truly create consumer value and satisfaction.

4. Consumer Research Challenges and Solutions

What are the challenges of consumer research? What are the solutions of consumer research? This is the real problem of consumer research, and it is also the problem and frontier of consumer research. Many people may think that the challenge of consumer research is the uncooperation and dishonesty of consumers, and the solution of consumer research is to improve the participation and trust of consumers. However, this is a misunderstanding and an outdated understanding. The truth of consumer research is that the challenge of consumer research is not only the uncooperative and dishonest consumers, but also the changeable and uncertain consumers. The solution of consumer research is not only to improve the participation and trust of consumers, but also to improve the flexibility and innovation of consumer research. In other words, the challenge of consumer research is to respond to consumer changes and trends, and the solution of consumer research is to lead consumer changes and trends.

Why is it necessary to understand the challenges and solutions of consumer research in this way? Because only in this way can we truly adapt to the current situation and future of consumers, truly guide the needs and motivations of consumers, and truly create consumer value and satisfaction. The change and uncertainty of consumers are manifested in the rapid and constant changes in consumer needs, preferences, behavior, satisfaction, etc., and the massive and complex characteristics of consumer information and data. If we only focus on the non-cooperation and dishonesty of consumers, while ignoring the variability and uncertainty of consumers, we can only get the past and present of consumers, but not the future and potential of consumers, nor the changes and trends of consumers. If we only improve the participation and trust of consumers, but not the flexibility and innovation of consumer research, we can only get the feedback and evaluation of consumers, but not the guidance and influence of consumers, nor the value and satisfaction of consumers.

Therefore, the challenges and solutions of consumer research should be promoted from focusing on consumers' non-cooperation and dishonesty, to focusing on consumers' changes and uncertainties, and then to responding to consumer changes and trends, and finally to leading Consumer changes and trends. The solution of consumer research should improve the participation and trust of consumers, improve the flexibility and innovation of consumer research, and then improve the effectiveness and efficiency of consumer research, and finally improve the value and satisfaction of consumer research. In this way, consumer research can truly adapt to the current situation and future of consumers, can truly guide consumers' needs and motivations, and can truly create consumer value and satisfaction.

Conclusion

Consumer research is an important means of marketing, which can help companies understand consumer needs, preferences, behavior and satisfaction, so as to develop effective marketing strategies. However, there are some misunderstandings and common sense in consumer research, which may affect the quality and effect of consumer research, and even lead to the failure of consumer research. From the perspective of experts, this article clarifies the truth of these consumer research for you, including the purpose and value of consumer research, the methods and techniques of consumer research, the analysis and application of consumer research, and the challenges and solutions of consumer research. This paper also combines the specific cases of Shangpu consulting service customers to show the practice and effect of consumer research, hoping to provide you with some reference and enlightenment.

Shangpu Consulting is a professional marketing consulting company. It has rich consumer research experience and professional consumer research team. It provides high-quality consumer research services and solutions for customers in all walks of life. This article will introduce three consumer research cases of Shangpu Consulting, namely:

Case 1: Conduct consumer research for an automobile manufacturer to understand consumers' demand, preference and acceptance of new energy vehicles, and formulate market positioning and marketing strategies for new energy vehicles.

Case 2: Conduct consumer research for a fast-consumer product company to understand consumers' perception, evaluation and purchase intention of its newly launched shampoo, and optimize product design and enhance brand image for it.

Case 3: conduct consumer research for an e-commerce platform to understand consumers' online shopping behavior, habits and satisfaction, so as to improve user experience and increase user stickiness.

Case 1: Consumer research for an automaker

Shangpu Consulting conducted consumer research for an automobile manufacturer to understand consumers' demand, preference and acceptance of new energy vehicles, and to formulate market positioning and marketing strategies for new energy vehicles. Champ Consulting uses a variety of consumer research methods, including:

Quantitative method: Through a sample survey, the basic information of 1000 consumers, car usage, cognition and attitude of new energy vehicles, purchase intention and influencing factors of new energy vehicles were collected, and descriptive statistics and correlation analysis were carried out, and the general characteristics and preferences of consumers were obtained.

Qualitative method: Through in-depth interviews, 20 consumers, namely the owners, potential buyers and non-buyers of new energy vehicles, were invited to conduct a semi-structured dialogue, and discussed consumers' needs for new energy vehicles. And motivation, the advantages and disadvantages of new energy vehicles, the use experience and satisfaction of new energy vehicles and other topics, carried out content analysis and theme refinement, and obtained the deep insight and enlightenment of consumers.

Innovative method: Through scenario simulation, four different product solutions for new energy vehicles are designed, namely pure electric vehicles, hybrid vehicles, hydrogen vehicles and solar vehicles, showing their appearance, performance, price, cruising range, Charging methods and other characteristics, let 100 consumers choose their favorite new energy vehicles in the simulated car purchase scene, and give reasons, the calculation and comparison of preference and choice are carried out, and the innovation needs and trends of consumers are obtained.

Based on the results of consumer research, Champ Consulting provides the following suggestions and solutions for automakers:

Market positioning: New energy vehicles should be positioned as environmentally friendly, energy-saving, efficient, and intelligent vehicles, highlighting their differentiation and advantages from traditional vehicles, attracting consumers' attention and interest, and enhancing consumers' awareness and acceptance.

Marketing strategy: new energy vehicles should adopt the strategy of market segmentation and differentiated marketing, provide different product solutions and price strategies according to the different needs and preferences of consumers, meet the diversified and personalized needs of consumers, and increase the purchase intention and loyalty of consumers.

Marketing activities: New energy vehicles should adopt multi-channel and multi-form marketing activities, using the Internet, social media, advertising, public relations, word-of-mouth and other methods to promote the concept and advantages of new energy vehicles, and improve the visibility and reputation of new energy vehicles. Guide consumers' concepts and behaviors to promote the sales and promotion of new energy vehicles.

Case 2: Consumer research for a fast-moving consumer goods company

Shangpu Consulting conducted a consumer survey for a fast-consumer product company. The purpose is to understand consumers' perception, evaluation and willingness to buy its newly launched shampoo, and to optimize product design and enhance brand image. Champ Consulting uses a variety of consumer research methods, including:

Quantitative method: Through experimental design, four different shampoo samples were made, namely A, B, C, D, their composition, fragrance, color, packaging and other aspects are different, randomly assigned to 500 consumers, let them use at home, and fill in a questionnaire about shampoo perception, evaluation and purchase intention, carried out variance analysis and regression analysis, consumer preferences and influencing factors are obtained.

Qualitative method: Through the focus group, 40 consumers were invited and divided into four groups, each group of 10 people, respectively A, B, C, D shampoo users, conducted a semi-structured discussion, discussed the consumer's demand and motivation for shampoo, the advantages and disadvantages of shampoo, shampoo experience and satisfaction and other topics, content analysis and theme refinement, get the deep insight and enlightenment of consumers.

Innovative method: Through neuromarketing, using EEG and eye tracker and other instruments, the brain activity and eye movement of 100 consumers were measured during the process of watching shampoo advertisements and using shampoo, and the consumers were analyzed. Indicators such as attention, emotion, memory and preference are obtained, and the subconscious and hidden needs of consumers are obtained.

According to the results of consumer research, Shangpu Consulting has provided the following suggestions and plans for fast-food companies:

Product design: Shampoo should pay attention to its composition, fragrance, color, packaging and other aspects of differentiation and advantages, highlight its differences and advantages with competitors, attract consumers' attention and interest, and enhance consumers' perception and evaluation.

Brand image: Shampoo should create a clear, unique and attractive brand image, convey a meaningful, valuable and emotional brand information, improve consumer awareness and acceptance, and increase consumer trust and loyalty.

Marketing activities: Shampoo should adopt multi-channel and multi-form marketing activities, using the Internet, social media, advertising, public relations, word-of-mouth and other methods to promote the characteristics and advantages of shampoo, improve the popularity and reputation of shampoo, and guide consumers The concept and behavior of shampoo promote the sales and promotion of shampoo.

Case 3: conducting consumer research for an e-commerce platform

Shangpu Consulting conducted consumer research for an e-commerce platform to understand consumers' online shopping behaviors, habits and satisfaction, so as to improve user experience and increase user stickiness. Champ Consulting uses a variety of consumer research methods, including:

Quantitative method: Through the network survey, the basic information of 5000 consumers, online shopping frequency, amount, category, channel, time, mode and other data were collected, descriptive statistics and cluster analysis were carried out, and the general characteristics and groups of consumers were obtained.

Qualitative method: Through interviews, 100 consumers were invited, namely, high-frequency users, medium-frequency users, low-frequency users and non-users of the e-commerce platform, to have a semi-structured dialogue, to discuss the consumer's demand and motivation for online shopping, the advantages and disadvantages of online shopping, the use experience and satisfaction of online shopping and other topics, and to conduct content analysis and theme refinement, get the deep insight and enlightenment of consumers.

Innovative method: Through scenario simulation, four different online shopping user interfaces and functions are designed, namely A, B, C, and D. Their layout, color, icon, navigation, search, recommend, payment, logistics, etc. There are differences, allowing 1000 consumers to choose their favorite user interfaces and functions in the simulated online shopping scene, and give reasons, the calculation and comparison of preference and choice are carried out, and the innovation needs and trends of consumers are obtained.

According to the results of consumer research, Shangpu Consulting has provided the following suggestions and plans for the e-commerce platform:

User experience: E-commerce platforms should pay attention to the differentiation and superiority of their user interfaces and functions, highlight their differences and advantages with competitors, attract consumers' attention and interest, and improve consumers' experience and satisfaction.

User stickiness: e-commerce platform should create a clear, unique and attractive user value proposition, convey a meaningful, valuable and emotional user information, improve consumers' cognition and acceptance, and increase consumers' trust and loyalty.

Marketing activities: E-commerce platforms should adopt multi-channel and multi-form marketing activities, using the Internet, social media, advertising, public relations, word-of-mouth and other methods to promote the characteristics and advantages of e-commerce platforms, and improve the visibility and reputation of e-commerce platforms. Guide consumers' concepts and behaviors, and promote the sales and promotion of e-commerce platforms.