Purpose of 1. Consumer Research

Consumer research refers to the process of collecting, analyzing and interpreting consumer-related information to help companies understand consumer needs, preferences, behavior and satisfaction, so as to formulate effective market strategies and product innovation. The purpose of consumer research mainly has the following aspects:

Understand the market environment and consumer characteristics. Consumer research can help companies grasp the size, structure, trends, competition, opportunities and risks of the market, as well as the demographic, geographical, social, psychological, cultural and other characteristics of consumers, so as to determine the target market and target consumers.

Identify and evaluate consumer needs and preferences. Consumer research can help companies discover and understand the potential and explicit needs of consumers, as well as consumers' preferences and expectations for product functions, quality, price, design, packaging, services, etc., so as to provide products that meet consumer needs and preferences.

Observe and predict consumer behavior and satisfaction. Consumer research can help companies observe and analyze consumers' purchasing behavior, use behavior, repeat purchase behavior and recommend behavior, as well as consumers' cognition, attitude, emotion and loyalty to products, so as to predict consumers' future behavior and satisfaction.

Develop and evaluate market strategies and product innovations. Consumer research can help companies formulate and evaluate market strategies such as market segmentation, target positioning, product differentiation, brand building, marketing mix, channel management, and product innovation such as product development, improvement, innovation, and extension, thereby improving market competitiveness And profitability.

Methods of 2. Consumer Research

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the collection, analysis and interpretation of a large amount of consumer data through mathematical and statistical methods to arrive at a representative and scalableConclusionmethods of research. Qualitative research refers to the collection, analysis and interpretation of a small amount of consumer data through non-mathematical and non-statistical methods to arrive at a deep and meaningfulConclusionmethods of research. Quantitative and qualitative research have their own advantages and disadvantages and generally need to be used in combination to complement and validate. Commonly used consumer research methods are as follows:

quantitative research method

Questionnaire survey. Questionnaire survey refers to the design and distribution of a series of standardized questions to obtain consumer information and opinions of the research method. The advantage of questionnaire survey is that it can collect a large amount of data, which is convenient for quantitative analysis and statistical inference; the disadvantage is that it can not deeply understand the motivation and psychology of consumers, and can not adapt to the feedback and changes of consumers. The form of questionnaire survey includes paper questionnaire, telephone questionnaire, network questionnaire, etc., which can be distributed and recycled by mail, visit, lottery, reward and so on.

experimental study. Experimental research is a research method that controls and manipulates one or more independent variables to observe their effects on dependent variables. The advantage of experimental research is that it can determine the causal relationship and eliminate the influence of interference factors; the disadvantage is that it cannot simulate the real market environment and cannot consider the individual differences of consumers. The forms of experimental research are laboratory experiments, scene experiments, site experiments, etc., and experimental design can be carried out by random allocation, matching allocation, hierarchical allocation and so on.

Observational studies. Observational research refers to the research method of obtaining consumer information and opinions by directly or indirectly observing the behavior and reaction of consumers. The advantage of observational research is that it can obtain real and objective data and avoid consumer bias and misleading; the disadvantage is that it cannot obtain consumer motivation and psychology, nor can it control and manipulate influencing factors. The forms of observation and research are artificial observation, mechanical observation, neural observation, etc., which can be carried out through hidden observation, public observation, structured observation and so on.

Qualitative Research Methods

In-depth interviews. In-depth interview refers to the research method of obtaining consumers' information and opinions through one-to-one, unstructured and open dialogue with consumers. The advantage of in-depth interview is that it can deeply understand the motivation and psychology of consumers, and can also flexibly adapt to the feedback and changes of consumers; the disadvantage is that it can not collect a large amount of data, nor can it carry out quantitative analysis and statistical inference. The forms of in-depth interviews include face-to-face interviews, telephone interviews, and online interviews, which can be designed through free interviews, semi-structured interviews, and topic interviews.

Focus groups. Focus group refers to the research method of inviting 6 to 12 consumers to form a group, and a moderator guides the group members to discuss one or more topics in order to obtain consumers' information and opinions. The advantage of focus groups is that they can obtain diverse and interactive data of consumers, and they can also stimulate consumers' creativity and participation; the disadvantage is that they cannot guarantee the representativeness and consistency of group members, nor can they control the atmosphere and influence of the group. Focus groups are in the form of face-to-face groups, telephone groups, network groups, etc., which can be discussed and designed through free discussion, semi-structured discussion, scene discussion, etc.

Case study. Case study refers to the research method of obtaining consumer information and opinions by describing, analyzing and explaining one or more representative or typical consumers or consumption phenomena in detail. The advantage of case study is that it can obtain comprehensive and profound data of consumers, and can also show the stories and experiences of consumers; the disadvantage is that it can not obtain the general and systematic data of consumers, and can not determine the causal relationship of consumers. Case studies can take the form of historical cases, real cases, fictional cases, etc., which can be designed by means of narrative analysis, comparative analysis, explanatory analysis, etc.

Content of 3. Consumer Research

The content of consumer research mainly includes four aspects: consumer demand, preference, behavior and satisfaction. Consumer demand refers to the goals or desires that consumers hope to achieve when buying and using products. Consumer preference refers to the tendency and expectation of consumers to the function, quality, price, design, packaging and service of the product when purchasing and using the product. Consumer behavior refers to the actions and reactions that consumers show when buying and using products. Consumer satisfaction refers to the consumer's cognition, attitude, emotion and loyalty to the product after purchasing and using the product. The content of consumer research can be divided and combined according to different purposes and methods to form different research topics and questions. For example:

Consumer demand research. Consumer demand research refers to the research that analyzes consumers' lifestyles, values, consumption motivations, consumption scenarios, etc., to discover and understand consumers' potential needs and explicit needs. The purpose of consumer demand research is to provide products that meet consumer needs, or to create new consumer needs. The methods of consumer demand research include demand analysis, demand level, demand structure, demand map, etc. The problems of consumer demand research are:

What are consumers buying and using products?

What is the process by which consumers buy and use products?

What are the scenarios for consumers to buy and use products?

What motivates consumers to buy and use products?

What are the barriers for consumers to buy and use products?

What do consumers expect from purchasing and using products?

What is the consumer experience of purchasing and using the product?

What are the pain points of consumers buying and using products?

What are the benefits of consumers buying and using products?

What are the consumer's suggestions for improving the purchase and use of the product?

Consumer preference research. Consumer preference research refers to the research that discovers and understands consumers' preferences and choices by analyzing consumers' tendencies and expectations about product function, quality, price, design, packaging, service, etc. The purpose of consumer preference research is to provide products that meet consumer preferences, or to influence consumer preferences and choices. The methods of consumer preference research include preference measurement, preference segmentation, preference model, preference prediction, etc. The questions of consumer preference research are:

What preferences and expectations do consumers have for the functionality of the product?

What are the consumer preferences and expectations for the quality of the product?

What are consumers' preferences and expectations for the price of the product?

What preferences and expectations do consumers have for product design?

What are consumer preferences and expectations for product packaging?

What preferences and expectations do consumers have for products and services?

How do consumers weigh and choose between different product attributes?

How do consumers weigh and choose between different product brands?

How do consumers weigh and choose between different product categories?

How do consumers weigh and choose between different buying situations?

Consumer Behavior Research. Consumer behavior research refers to the research that observes and analyzes consumers' purchase behavior, use behavior, repeat purchase behavior and recommend behavior to discover and understand consumers' behavior patterns and behavior influencing factors. The purpose of consumer behavior research is to predict and influence the future behavior of consumers, or to improve their existing behavior. The methods of consumer behavior research include behavior analysis, behavior model, behavior experiment, behavior tracking and so on. The problems of consumer behavior research are:

How often do consumers buy products?

What is the number of products purchased by consumers?

When does the consumer buy the product?

Where does the consumer buy the product?

How do consumers buy products?

How often do consumers use the product?

How many consumers use the product?

What time does the consumer use the product?

Where is the consumer using the product?

How do consumers use the product?

Consumer Behavior Research. Consumer behavior research refers to the research that observes and analyzes consumers' purchase behavior, use behavior, repeat purchase behavior and recommend behavior to discover and understand consumers' behavior patterns and behavior influencing factors. The purpose of consumer behavior research is to predict and influence the future behavior of consumers, or to improve their existing behavior. The methods of consumer behavior research include behavior analysis, behavior model, behavior experiment, behavior tracking and so on. The problems of consumer behavior research are:

How often do consumers buy products?

What is the number of products purchased by consumers?

When does the consumer buy the product?

Where does the consumer buy the product?

How do consumers buy products?

How often do consumers use the product?

How many consumers use the product?

What time does the consumer use the product?

Where is the consumer using the product?

How do consumers use the product?

What is the probability of consumers buying products repeatedly?

What are the reasons for consumers to buy products repeatedly?

What are the conditions for consumers to buy products repeatedly?

What is the probability of the consumer recommend the product?

What motivates consumers to recommend products?

How do consumers recommend products?

Consumer satisfaction survey. Consumer satisfaction survey refers to the survey of consumer satisfaction and dissatisfaction by evaluating consumers' cognition, attitude, emotion and loyalty to the product. The purpose of consumer satisfaction research is to improve and maintain consumer satisfaction, or to improve and solve consumer dissatisfaction. The methods of consumer satisfaction survey include satisfaction measurement, satisfaction model, satisfaction index, satisfaction management and so on. Consumer satisfaction survey questions are:

What is consumer perception of the product?

What is the consumer's attitude towards the product?

What is consumer sentiment towards the product?

What is consumer loyalty to the product?

How satisfied are consumers with the product?

What is consumer dissatisfaction with the product?

What are the factors that affect consumer satisfaction and dissatisfaction with products?

What are the consequences of consumer satisfaction and dissatisfaction with the product?

What is the improvement opinion of consumer satisfaction and dissatisfaction with the product?

Application of 4. Consumer Research

The application of consumer research mainly includes market strategy and product innovation. Market strategy refers to a series of decisions and actions taken by an enterprise in order to gain a competitive advantage in the market. Product innovation refers to the development, improvement, innovation and extension of products in order to meet the needs and preferences of consumers. Consumer research can provide data support, insight guidance, effect evaluation and continuous optimization for market strategy and product innovation. The application of consumer research can be customized and implemented according to different industries and scenarios to form different application cases and values.

Application of Market Strategy

Brand building. Brand building refers to the process of designing, disseminating and managing the name, logo, symbol, image and reputation of the product to enhance the visibility, reputation and loyalty of the product. Consumer research can help companies determine brand positioning, personality, value and commitment, as well as consumer perceptions, attitudes, emotions and behaviors of the brand. For example, Shangpu Consulting Company once conducted a brand building survey for a domestic milk tea brand. Through the analysis of consumers' needs, preferences, behaviors and satisfaction, it is found that consumers' cognition of the brand is young, fashionable and healthy, while consumers' expectations are quality, innovation and social interaction. Therefore, it is suggested that the brand should highlight the image of quality, innovation and social interaction in brand building, at the same time, it maintains a young, fashionable and healthy personality, so as to form a unique brand power in the target market.

marketing mix. Marketing mix refers to a series of marketing activities and means adopted by an enterprise in order to achieve market objectives, including four elements: product, price, channel and promotion. Consumer research can help companies develop and evaluate the strategy and effectiveness of the marketing mix, as well as consumer response and feedback to the marketing mix. For example, Champ Consulting once conducted a marketing mix survey for an international sports brand. Through the analysis of consumers' needs, preferences, behaviors and satisfaction, we found that consumers' evaluations and suggestions on the brand's products, prices, channels and promotions, as well as consumers' comparisons and choices of the brand's competitors, helped the brand optimize the strategy and effect of the marketing mix, the purchase intention and loyalty of consumers are improved.

Application of Product Innovation

Product development. Product development refers to the process of improving existing products or developing new products to meet the needs and preferences of consumers. Consumer research can help companies determine the direction, content and manner of product development, as well as consumer response and evaluation of product development. For example, Shangpu Consulting Company once conducted a product development research for a domestic TV brand. Through the analysis of consumers' needs, preferences, behaviors and satisfaction, we found consumers' expectations and improvement opinions on the functions, quality, price, design and service of TV, as well as consumers' acceptance and preference for new technologies and new functions, this helped the brand develop a new type of TV that integrates multiple functions such as intelligence, high-definition, large screen, interconnection, and energy saving, which has been welcomed and recognized by consumers.

Product innovation. Product innovation refers to the process of creating new needs and new values for consumers through innovation and breakthroughs in product functions, quality, price, design, packaging, and services. Consumer research can help companies discover and understand the potential and new needs of consumers, as well as consumers' response and evaluation of product innovation. For example, Shangpu Consulting Company once conducted product innovation research for a domestic beverage brand. Through the analysis of consumers' needs, preferences, behaviors and satisfaction, we found consumers' expectations and improvement opinions on the function, quality, price, design, packaging, service and other aspects of beverages, as well as consumers' acceptance and preference of new tastes and concepts, so as to help the brand to innovate a beauty, health, weight loss and other effects of fruit and vegetable drinks, leading the new trend of the market.

Product extension. Product extension refers to the process of extending and expanding the function, quality, price, design, packaging and service of the product to meet the diversified and personalized needs and preferences of consumers. Consumer research can help companies determine the direction, content and manner of product extension, as well as consumer response and evaluation of product extension. For example, Shangpu Consulting Company once conducted a product extension survey for a domestic clothing brand. Through the analysis of consumers' needs, preferences, behaviors and satisfaction, it found that consumers' expectations and improvement opinions on the function, quality, price, design, packaging, service and other aspects of clothing, as well as consumers' needs and preferences for clothing collocation and accessories, thus helping the brand to extend a series of clothing accessories, such as shoes, hats, scarves, gloves, jewelry, etc., enrich the choice and experience of consumers.