1. research objectives are not clear

The research goal is the starting point and guiding principle of consumer research, which determines the content, method, scope, time and resources of the research. If the research objectives are not clear, it will lead to the direction of the research deviation, the focus is vague, inefficient, the results are useless. Therefore, before conducting consumer research, companies must clarify the purpose, objects, problems, assumptions, expectations, etc. of the research in order to develop reasonable research plans and programs.

Solution:

Communicate with relevant internal and external stakeholders to understand their needs and expectations and ensure that research objectives are aligned with the company's strategic objectives and market environment.

Use SMART principles (Specific, Measurable, Achievable, Relevant, Time-bound) to define and test research objectives to ensure that they are clear, measurable, achievable, relevant, and time-bound.

Use logical frameworks (Logical Framework) or other tools to sort out the logical relationship between research objectives and research activities, outputs, results, and impacts to ensure that research objectives are operable and evaluable.

Case:

Shangpu Consulting once provided consumer research services for an automobile manufacturer to help it understand the needs and preferences of consumers in the Chinese market, so as to provide a basis for the design and promotion of its new electric vehicles. Before conducting the research, Shangpu Consulting conducted in-depth communication with customers, and made it clear that the goal of the research is to analyze the consumer characteristics, purchase motivation, use experience, satisfaction, loyalty, improvement opinions, etc. of electric vehicles in the Chinese market, as well as the key factors and obstacles that affect consumers' choice of electric vehicles. Champ Consulting also uses SMART principles and logical frameworks to ensure the rationality and feasibility of research objectives.

2. research methods are not appropriate

Research method is the core technology of consumer research, which determines the data source, data type, data quality, data analysis and so on. If the research method is not appropriate, it will lead to unreliable, incomplete, in-depth, uninteresting, and even biased and misleading data. Therefore, when choosing the method of consumer research, enterprises must consider the objectives, objects, problems, resources, etc. of the research, as well as the advantages and disadvantages, applicability, comparability, etc. of different methods, in order to choose the most appropriate research method or combination.

Solution:

According to the objectives and problems of the research, select the appropriate type of research, such as: exploratory research, descriptive research, causal research, etc., as well as the appropriate research paradigm, such as: quantitative research, qualitative research, mixed research, etc.

According to the research objects and resources, choose the appropriate research methods, such as: active research, passive research, online research, offline research, etc., as well as appropriate research channels, such as: telephone, email, website, social media, application, face-to-face, etc.

According to the survey data and analysis, select the appropriate research tools, such as: questionnaire, interview, observation, experiment, test, case, focus group, scene analysis, storyboard, prototype, etc., as well as appropriate research techniques, such as: sampling, scale, coding, classification, statistics, regression, clustering, association, factor, principal component, text, emotion, semantics, network, visualization, etc.

Case:

Shangpu Consulting once provided consumer research services for a fast consumer product company to help it evaluate the market performance and consumer feedback of its newly launched shampoo, so as to provide a basis for its subsequent product improvement and marketing strategy. When choosing the research method, Shangpu Consulting considered the objectives and problems of the research, and decided to use a combination of descriptive research and causal research, as well as a combination of quantitative research and qualitative research. Shangpu Consulting also considered the research objects and resources, and decided to use a combination of online research and offline research, as well as telephone, email, website, social media, face-to-face and other research channels. Shangpu Consulting also considered the research data and analysis, and decided to use a variety of research tools such as questionnaires, interviews, observations, tests, cases, focus groups, and a variety of research techniques such as sampling, scales, coding, classification, statistics, regression, clustering, association, factors, principal components, text, emotion, semantics, network, visualization, etc.

3. survey sample is not representative

The research sample is the data base of consumer research, which determines the data coverage, data generalization, data reliability, etc. If the survey sample is not representative, the survey data will not reflect the characteristics, behaviors, attitudes, opinions, etc. of the real consumer group, and even produce systematic deviations and errors. Therefore, when determining the sample of consumer research, enterprises must consider the size, structure, source, selection, distribution, etc. of the sample, as well as the error, deviation, variation, confidence, etc. of the sample, as well as the representativeness and validity of the sample.

Solution:

According to the objectives and objects of the survey, determine the population and sub-population, as well as the corresponding sampling frame and sampling unit, to ensure the coverage and structure of the sample.

According to the method and resources of the research, select the appropriate sampling method, such as: random sampling, stratified sampling, group sampling, systematic sampling, convenient sampling, judgment sampling, quota sampling, snowball sampling, etc., to ensure the selection and allocation of samples.

According to the survey data and analysis, calculate the appropriate sample size, as well as the corresponding error, deviation, variation, confidence, etc., to ensure the quality and efficiency of the sample.

According to the results and impact of the survey, evaluate the representativeness and validity of the sample, as well as the possible limitations and risks, to ensure the reliability and credibility of the sample.

Case:

Shangpu Consulting once provided consumer research services for a catering chain company to help it understand its consumer satisfaction and loyalty in different cities, so as to provide a basis for it to enhance its brand image and market share. When determining the research sample, Shangpu Consulting considered the objectives and objects of the research, and decided to take consumers who had consumed the catering products of the enterprise at least once in the past year as the total, consumers in different cities as the sub-total, and individuals as the sampling unit. Champ Consulting also considered the methodology and resources of the survey and decided to use stratified random sampling to ensure the representativeness and randomness of the sample. Shangpu Consulting also considered the data and analysis of the survey, calculated the appropriate sample size, as well as the corresponding error, deviation, variation, confidence, etc., to ensure the quality and efficiency of the sample. Champ Consulting also considered the results and impact of the survey, assessed the representativeness and validity of the sample, as well as possible limitations and risks to ensure the reliability and credibility of the sample.

Inaccurate 4. survey data

Research data is the data core of consumer research, which determines the data authenticity, data integrity, data consistency, data clarity, etc. If the research data is not accurate, it will lead to the research data can not reflect the real consumer situation, and even produce wrong research results andConclusion. Therefore, when companies collect, process, store, transmit, and display consumer research data, they must consider the source, type, format, quality, and security of the data, as well as the accuracy and validity of the data.

Solution:

When collecting data, use appropriate data collection tools and techniques, such as questionnaires, interviews, observations, experiments, tests, cases, focus groups, etc., as well as corresponding data collection software and platforms to ensure the source and type of data.

When processing data, use appropriate data processing tools and techniques, such as coding, classification, statistics, regression, clustering, association, factor, principal component, text, emotion, semantics, network, visualization, etc., as well as corresponding data processing software and platforms to ensure the format and quality of the data.

When storing data, use appropriate data storage tools and technologies, such as databases, files, clouds, blockchain, etc., as well as corresponding data storage software and platforms to ensure data security and consistency.

When transmitting data, use appropriate data transmission tools and technologies, such as: network, Bluetooth, NFC, QR code, RFID, etc., as well as corresponding data transmission software and platforms to ensure data security and integrity.

When displaying data, use appropriate data display tools and technologies, such as tables, charts, dashboards, maps, stories, videos, etc., as well as corresponding data display software and platforms to ensure that the data is clear and interesting.

Case:

Shangpu Consulting has provided consumer research services for an e-commerce platform to help it understand its consumer behavior and preferences in different market segments, so as to provide a basis for optimizing product functions and user experience. When collecting, processing, storing, transmitting and displaying consumer research data, Shangpu Consulting uses appropriate data tools and technologies, such as online questionnaires, text analysis, cloud database, network transmission, chart display, etc., to ensure the accuracy and validity of the data.

5. survey results are not analyzed

Research results are the data value of consumer research, which determines the data significance, data insights, data suggestions, data impact, etc. If the research results are not analyzed, the research data will not provide useful information and knowledge for the enterprise, and even waste the time and resources of the enterprise. Therefore, when analyzing the results of consumer research, enterprises must consider the objectives, problems, assumptions, expectations, etc. of the data, as well as the analysis methods, analysis processes, analysis reports, etc. of the data, as well as the quality and effectiveness of the data analysis.

Solution:

When analyzing data, use appropriate data analysis methods, such as descriptive analysis, inferential analysis, predictive analysis, diagnostic analysis, exploratory analysis, causal analysis, etc., as well as corresponding data analysis models and algorithms to ensure the purpose and problem of data analysis.

When analyzing data, use appropriate data analysis processes, such as: data cleaning, data conversion, data exploration, data modeling, data evaluation, data optimization, etc., as well as corresponding data analysis steps and processes to ensure the quality and efficiency of data analysis.

When analyzing data, use appropriate data analysis reports, such:Data summary, data interpretation, data visualization, data insights, data suggestions, data stories, etc., as well as the corresponding data analysis structure and format, to ensure that the analysis of data is clear and interesting.

Case:

Shangpu Consulting once provided consumer research services for a travel platform to help it understand its consumer satisfaction and loyalty in different travel destinations, so as to provide a basis for it to improve user stickiness and retention rate. When analyzing the results of consumer research, Shangpu Consulting uses appropriate data analysis methods, processes and reports, such as descriptive analysis, inferential analysis, causal analysis, data cleaning, data transformation, data exploration, data modeling, data evaluation, data optimization, data summary, data interpretation, data visualization, data hole.data recommendations, data stories, etc., to ensure the quality and effectiveness of the data analysis.

6. research report is not clear

Research report is the data dissemination of consumer research, which determines the data communication, data understanding, data application, data impact and so on. If the research report is not clear, it will lead to the research data can not be effectively communicated to the relevant internal and external stakeholders, and even cause misunderstanding and doubt. Therefore, when preparing and presenting consumer research reports, companies must consider the objectives, audience, content, structure, format, style, etc. of the report, as well as the clarity and effectiveness of the report.

Solution:

When preparing the report, use appropriate report objectives, such as: information, persuasion, suggestion, evaluation, summary, etc., and the corresponding report tone and attitude to ensure the purpose and audience of the report.

When preparing the report, use appropriate report content, such as: background, objectives, methods, data, results, analysis,Conclusions, recommendations, limitations, appendices, etc., as well as the corresponding reporting logic and sequence, to ensure that the report is complete and orderly.

When preparing the report, use the appropriate report structure, such as: title, summary, table of contents, body, reference, acknowledgement, etc., as well as the corresponding report level and segmentation, to ensure that the report is clear and easy to read.

When writing a report, use the appropriate report format, such as: font, font size, color, alignment, spacing, indentation, page number, header, footer, etc., as well as the corresponding report specification and uniformity to ensure the beauty and professionalism of the report.

When preparing the report, use the appropriate report style, such as: formal, objective, accurate, concise, clear, interesting, etc., as well as the corresponding report language and grammar, to ensure the expression and effect of the report.

Case:

Shangpu Consulting has provided consumer research services for an education platform to help it understand its consumer needs and preferences in different age groups, so as to provide a basis for its development and optimization of educational products and services suitable for different age groups. When preparing and presenting the report of consumer research, Shangpu Consulting uses appropriate report objectives, content, structure, format and style, such as: information, persuasion, suggestion, evaluation, summary and other objectives, background, objectives, methods, data, results, analysis,Conclusions, recommendations, restrictions, appendices, etc., title, abstract, table of contents, body,Reference, thank you and other structures, font, font size, color, alignment, spacing, indentation, page number, header, footer and other formats, formal, objective, accurate, concise, clear, interesting and other styles to ensure the clarity and effectiveness of the report.