Purpose of 1. Consumer Research

The purpose of consumer research is to obtain information on consumer demand, cognition, attitude, motivation, mental model, behavior trajectory, demographic characteristics, etc., so as to provide data support and decision-making basis for product development, channel construction, terminal sales, brand management and so on. Specifically, consumer research can help companies achieve the following goals:

Identify and analyze target markets and target consumers, identify market opportunities and competitive advantages;

Assess and forecast market demand and potential, and set reasonable market size and share targets;

Understand consumers' purchase motivation, decision-making process, purchase behavior and use behavior, and design products and services that are more in line with consumers' needs and expectations;

Understand consumers' attitudes, perceptions, satisfaction and loyalty to brands, products and services, and establish and maintain a good brand image and reputation;

Understand the reaction and influence of consumers on the market environment, competitors, marketing activities, etc., and optimize the marketing mix and resource allocation;

Discover the new needs, new trends and new problems of consumers, and provide inspiration and direction for product innovation and market expansion.

Methods of 2. Consumer Research

The methods of consumer research can be divided into two categories: qualitative research and quantitative research. Qualitative research mainly explores consumers' psychology, emotions, motivations, values and other factors that are difficult to quantify through in-depth interviews, observations, case studies, etc., to obtain consumers' deep-seated needs and insights, and to provide assumptions and directions for quantitative research. Quantitative research mainly collects and processes quantifiable data such as the number, frequency, proportion and score of consumers through questionnaires, experiments and statistical analysis, so as to verify and measure specific indicators such as consumer behavior, attitude and satisfaction, so as to provide basis and suggestions for decision-making. Qualitative research and quantitative research complement each other and usually need to be used in combination to achieve the best research results.

Commonly used consumer research methods are the following:

In-depth interviews: Through one-on-one face-to-face or telephone interviews, in-depth communication with consumers, understand consumers' needs, motivations, feelings, experiences, etc., and obtain consumers' first-hand information and real feedback. The advantage of in-depth interviews is that they can obtain rich qualitative data, explore the deep-seated psychology of consumers, and discover the potential needs and problems of consumers; the disadvantage is that the number of respondents is limited, it is difficult to represent the overall consumer, and data analysis is more subjective and complex.

Focus group: By inviting 6-10 consumers with similar characteristics or backgrounds to form a group, in a relaxed atmosphere, a host will guide consumers to discuss a certain topic, observe and record consumers' opinions, attitudes, emotions, behaviors, etc. The advantage of focus groups is that they can obtain multiple qualitative data, observe the interaction and influence of consumers, and discover new ideas and trends of consumers; the disadvantage is that the choice of interviewees and the skills of the host will affect the quality and reliability of the data. Data analysis is also subjective and complex.

Questionnaire survey: By designing a questionnaire containing multiple questions, it is distributed or filled in to a large number of consumers by mail, telephone, network, on-site, etc., to collect consumers' basic information, opinions, evaluations, suggestions, etc. The advantage of questionnaire survey is that a large amount of quantitative data can be obtained to measure consumers' behavior, attitude, satisfaction and other specific indicators. The data analysis is objective and simple. The disadvantage is that the design and sampling of the questionnaire will affect the validity and representativeness of the data, and the data are relatively superficial and single, which is difficult to reflect the deep-seated needs and insights of consumers.

Experimental method: By setting different conditions or variables in the laboratory or in the field, observing and recording consumers' reactions and results under different conditions or variables, analyzing consumers' preferences, choices, influences, etc. The advantage of the experimental method is that it can obtain accurate quantitative data, test the true behavior of consumers, and explore the causal relationship and influencing factors of consumers; the disadvantage is that the design and execution of the experiment will affect the credibility and universality of the data, and the data are also more one-sided and limited, making it difficult to reflect the overall situation of consumers.

The Process of 3. Consumer Research

The process of consumer research is a systematic, circular and dynamic process, which generally includes the following steps:

Determine the research objectives: clarify the theme, scope, content, purpose and significance of the research, and provide direction and basis for the research.

Design research plan: select appropriate research methods, formulate detailed research plans, arrange reasonable research resources, compile scientific research tools, etc., to provide methods and guarantees for research.

Implement research activities: according to the research plan, carry out interviews, discussions, questionnaires, experiments and other activities, collect consumer information and data, and provide materials and basis for research.

Analysis of research results: collate, summarize, classify, count and analyze the collected information and data to extract consumers' needs, insights and problems.

Put forward research suggestions: according to the results of the analysis, put forward solutions, improvement measures, innovation suggestions, etc. for consumers' needs, insights, problems, etc., to provide reference and support for the decision-making of enterprises.

Preparation of research report: the research objectives, plans, activities, results, suggestions, etc., in the form of text, charts, attachments, etc., to prepare a complete research report, to provide the basis and evidence for the communication and records of enterprises.

Principles of 4. Consumer Research

The principle of consumer research refers to some basic norms and requirements that should be followed when conducting consumer research to ensure the quality and effectiveness of the research. The principles of consumer research are the following:

Clear objectives: The objectives of the research should be clear, specific and measurable, consistent with the strategic and market objectives of the enterprise, and can guide the design and implementation of the research.

Methodology: The methodology of the survey should be reasonable, effective, and appropriate, able to adapt to the objectives and content of the survey, and able to collect and process the required information and data.

Process specification: the process of investigation should be systematic, circular and dynamic, which can be carried out according to the plan and steps, and can be adjusted and improved in time.

Objective: The results of the survey should be true, accurate and complete, can reflect the actual situation of consumers, and can withstand verification and inspection.

Practical advice: The research recommendations should be feasible, useful, and valuable, able to solve consumer needs, insights, problems, etc., and able to provide support and help for corporate decision-making.

Standards for 5. Consumer Research

The standard of consumer research refers to some specific indicators and requirements that should be referred to when evaluating the quality and effect of consumer research, so as to measure the advantages and disadvantages and improvement of the research. The criteria for consumer research are the following:

Reliability: refers to whether the results of the survey are stable, consistent and repeatable, whether the same results can be obtained under the same conditions, and whether accidental errors and interference can be eliminated.

Effectiveness: refers to whether the results of the survey are true, correct and relevant, whether they can reflect the objectives and contents of the survey, and whether they can eliminate systematic deviation and misleading.

Representation: refers to whether the results of the survey are universal, typical and universal, whether they can represent the overall situation of consumers, and whether they can consider the diversity and differences of consumers.

Sensitivity: refers to whether the results of the survey are sensitive, timely and sensitive, whether they can capture the changes and trends of consumers, and whether they can predict the future and potential of consumers.

Value: refers to whether the results of the survey are practical, useful and beneficial, whether they can solve the problems and needs of consumers, and whether they can provide value and significance for the decision-making and innovation of enterprises.

Conclusion

Consumer research is an important means for enterprises to understand the market and consumers, and plays an important role in the development and competition of enterprises. This paper makes a systematic analysis and summary from the aspects of the purpose, method, process, principle and standard of consumer research, hoping to provide some reference and guidance for enterprises to carry out consumer research. This paper also combines some successful cases of Shangpu Consulting Company to show the practical application and value of consumer research. Shangpu Consulting Company is a professional market research and consulting service organization with rich industry experience and professional knowledge. It provides customers with customized, high-quality and efficient consumer research services to help customers understand the market and consumers. Enhance the competitiveness and profitability of customers.