Purpose of consumer research

The main purpose of consumer research is to help companies better understand and meet consumer needs and expectations, thereby improving their competitiveness and profitability. Consumer research can be divided into the following types:

-Market demand research: aims to understand the size, structure, trends and potential of the market, as well as consumers' purchase motivation, demand level and purchasing power.

-Market segmentation research: aims to divide the market into different consumer groups, and formulate different marketing strategies for each market segment according to their characteristics, needs and behaviors.

-Product positioning research: aims to determine the image and status of the product in the minds of consumers, as well as the differentiation advantages with competitors, so as to determine the target market and value proposition of the product.

-Product development research: aims to provide the basis and direction for product design, improvement and innovation by collecting and analyzing consumer opinions and suggestions.

-Product testing research: aims to test the function, performance, quality and satisfaction of the product, as well as the acceptance and purchase intention of consumers by allowing consumers to try or evaluate the product.

-Promotion effect research: aims to provide feedback and basis for the formulation and adjustment of promotion strategies by measuring and evaluating the impact and effect of promotion activities.

-Consumer satisfaction research: It aims to provide guidance and suggestions for improving consumer satisfaction and loyalty by understanding consumers' evaluation and feelings about products or services, as well as their loyalty and referral willingness.

Methods of consumer research

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research is the collection and analysis of large amounts of data to arrive at a representative and credibleConclusionand laws. The common methods of quantitative research are:

-Questionnaire: refers to the design and distribution of a series of questions to collect consumer information and opinions. The questionnaire can be in paper or electronic form, and can be conducted by mail, telephone, Internet, face-to-face, etc.

-Experimental method: refers to the observation and measurement of consumer reactions and behaviors by controlling and changing some variables. The experimental method can be carried out in the laboratory or in the field and can be used to test the influence of factors such as product, price, promotion, etc.

-Observation method: refers to the collection of consumer information through direct or indirect observation of consumer behavior and phenomena. The observation method can be artificial or mechanical, and can be carried out in a natural or man-made environment.

Qualitative research refers to the collection and analysis of a small amount of data to obtain in-depth and detailed understanding and insight. The common methods of qualitative research are:

-Interview method: refers to the collection of consumer information and opinions through one-to-one or many-to-one conversations with consumers. The interview method can be structured or unstructured, and can be conducted by telephone, online, face-to-face, etc.

-Focus group method: refers to the collection of consumer information and opinions by inviting a group of consumers to participate in a discussion of a topic. The focus group method can be guided by one or more moderators and can be recorded by audio recording, video recording, notes, etc.

-Scenario analysis: refers to the collection of consumer information and opinions by involving consumers in a simulated scenario. Scenario analysis can be carried out by role-playing, case analysis, storytelling, etc.

Application of Consumer Research

The results of consumer research can help companies make better decisions and actions in the following areas:

-Market positioning: by understanding the market demand, competition and opportunities, to determine the enterprise's target market and differentiation strategy.

-Product development: to design, improve and innovate products by understanding consumer needs, preferences and expectations.

-Price strategy: to set reasonable and effective prices by understanding the purchasing power, sensitivity and psychology of consumers.

-Promotion strategy: Develop promotional activities that attract and motivate by understanding consumer motivation, behavior and feedback.

-Channel strategy: Develop convenient and efficient channels by understanding consumers' buying habits, ways and places.

-Service strategy: to provide quality and satisfactory service by understanding the evaluation, feelings and suggestions of consumers.

Practice and Experience of Champ Consulting

Champu Consulting is a professional marketing consulting company with many years of experience and ability in consumer research. Shangpu Consulting uses big data and artificial intelligence technology to provide new ideas and methods for consumer research, which are embodied in the following aspects:

-Data collection: Champ Consulting has collected a large amount of consumer data through various channels and methods, including consumers' basic information, transaction records, behavior trajectories, social media, online reviews, etc. These data not only cover the comprehensive and details of consumers, but also reflect the real-time and dynamic of consumers.

-Data analysis: Through advanced artificial intelligence technology, Shangpu Consulting has conducted in-depth and accurate analysis of consumer data, including data cleaning, data mining, data modeling, data visualization, etc. These analyses not only reveal the laws and characteristics of consumers, but also discover their insights and values.

-Data application: Champ Consulting provides new support and advantages for the application of consumer research through effective data-driven, including:

Market positioning: Champ Consulting provides customers with accurate and personalized market positioning solutions by analyzing consumer needs, preferences and behaviors. For example, Shangpu Consulting once provided a market positioning service based on big data and artificial intelligence for a luxury brand. Through detailed analysis of consumers' consumption level, lifestyle and values, the market was divided into different subdivided groups, and different products and marketing strategies were formulated for each group, thus improving the brand's popularity and loyalty.

Product development: Shangpu Consulting provides customers with innovative and optimized product development solutions by analyzing consumer opinions, suggestions and feedback. For example, Shangpu Consulting once provided a product development service based on big data and artificial intelligence for an automobile brand. Through in-depth analysis of consumer demand, expectation and satisfaction, it provided customers with new product design, function, performance and quality suggestions, thus improving the competitiveness and market share of products.

Price Strategy: Champ Consulting provides customers with reasonable and effective price strategy solutions by analyzing the purchasing power, sensitivity and psychology of consumers. For example, Shangpu Consulting once provided a price strategy service based on big data and artificial intelligence for an e-commerce platform. Through real-time analysis of consumers' purchase behavior, purchase time, purchase frequency, etc., it provided customers with dynamic And flexible price adjustment and coupon issuance suggestions, thereby increasing sales and profit margins.

Promotional Strategies: Champ Consulting provides attractive and motivating promotional strategies for customers by analyzing consumer motivations, behaviors and feedback. For example, Shangpu Consulting once provided a catering brand with a promotion strategy service based on big data and artificial intelligence. Through accurate analysis of consumers' tastes, preferences, consumption scenarios, etc., it provided customers with different consumer groups. Suggestions on promotional activities and reward mechanisms, thereby increasing consumer participation and loyalty.

Channel strategy: Shangpu Consulting provides customers with convenient and efficient channel strategy solutions by analyzing consumers' buying habits, methods and locations. For example, Shangpu Consulting once provided a channel strategy service based on big data and artificial intelligence for a tourism brand. Through a comprehensive analysis of consumers' travel destinations, travel time, travel methods, etc., it provided customers with different suggestions for channel selection and combination, thereby improving consumer satisfaction and conversion rate.

Service strategy: Champ Consulting provides customers with high-quality and satisfactory service strategy solutions by analyzing consumers' evaluations, feelings and suggestions. For example, Shangpu Consulting once provided an education brand with service strategy services based on big data and artificial intelligence. Through continuous analysis of consumers' learning effects, learning experiences, and learning needs, it provided customers with different services. Suggestions on content and form, thereby improving consumers' learning effect and loyalty.

Summary

Consumer research is an important means of marketing, it can help enterprises to understand and meet the needs and expectations of consumers, so as to improve the competitiveness and profitability of enterprises. Big data and artificial intelligence technology provide new opportunities and challenges for consumer research. They can change and optimize the process and results of consumer research, making consumer research more comprehensive, in-depth, accurate and effective. Shangpu Consulting Company is a professional marketing consulting company. It uses big data and artificial intelligence technology to provide new ideas and methods for consumer research, provide customers with high-quality and efficient consumer research services, and help Customers have achieved excellent results in the market.