The Nature and Purpose of 1. Consumer Research

Consumer research is a market research activity that provides a basis and guidance for business decisions by collecting, analyzing and interpreting consumer-related data and information to understand consumer needs, preferences, behavior and satisfaction. The essence of consumer research is consumer orientation, that is, taking consumers as the center, paying attention to consumers' feelings and experiences, taking consumers' needs and satisfaction as the measurement standard, and taking consumers' feedback and suggestions as the improvement direction.

The purpose of consumer research is to help enterprises achieve the following objectives:

Understand the market demand and potential. Consumer research can help companies identify and assess the existing or potential demand in the market, as well as the size, structure, growth and trends of the market, so as to determine the target market and market positioning, and formulate corresponding product or service strategies.

Understand consumer characteristics and behavior. Consumer research can help companies analyze and classify consumer characteristics, such as age, gender, income, education, occupation, region, culture, lifestyle, etc., as well as consumer behavior, such as purchase motivation, purchase process, purchase frequency, purchase volume, purchase channels, purchase methods, etc., so as to determine target consumers and consumer segments, and formulate corresponding price, promotion, distribution and communication strategies.

Understanding consumer satisfaction and loyalty. Consumer research can help companies evaluate and monitor consumer satisfaction and loyalty to products or services, as well as factors that affect consumer satisfaction and loyalty, such as product or service quality, performance, function, design, packaging, brand, Image, reputation, service, after-sales, etc., thereby improving the quality and level of products or services, and enhancing brand influence and loyalty.

Understand consumer needs and expectations. Consumer research can help companies explore and predict consumer needs and expectations, as well as consumer preferences and attitudes, such as new features, new features, new forms, new experiences, etc. of products or services, so as to innovate and improve products or services, And develop and launch new products or services to meet and exceed consumer needs and expectations.

The main methods and steps of 2. consumer research.

Consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research is the collection, analysis and interpretation of consumer-related data and information through the use of mathematical and statistical methods to arrive at a representative and universalConclusionA research method. The main tools of quantitative research are questionnaires, experimental studies, observational studies and so on. Qualitative research refers to the collection, analysis and interpretation of consumer-related data and information through the use of non-mathematical and non-statistical methods to arrive at in-depth and detailed information.Conclusiona research method. The main tools of qualitative research are interview research, focus group, case study and so on.

The steps of consumer research can be divided into the following stages:

Identify research objectives and questions. This is the starting point and core of consumer research, which determines the direction and scope of consumer research, as well as the value and significance of consumer research. At this stage, the purpose and questions of consumer research need to be clearly defined, as well as the assumptions and expectations of consumer research.

Design research programs and tools. This is the key and difficult point of consumer research, which determines the method and quality of consumer research, as well as the feasibility and effectiveness of consumer research. At this stage, it is necessary to select appropriate research methods and tools, and design a reasonable research plan and process according to the purpose and problems of consumer research.

Collect research data and information. This is the basis and focus of consumer research, which determines the quantity and quality of consumer research data and information, as well as the credibility and accuracy of consumer research. At this stage, data and information related to consumer research need to be collected in different ways and means from different sources and channels according to research programmes and tools.

Analyze and interpret research data and information. This is the core and difficulty of consumer research, which determines the results of consumer research andConclusionThe depth and details, as well as the significance and value of consumer research. At this stage, it is necessary to use different techniques and methods to clean up, organize, classify, summarize, compare, summarize, reason, interpret, etc. the collected data and information in order to obtain meaningful and valuable results andConclusion。

The Value and Challenges of 3. Consumer Research

Consumer research has important value for the marketing of enterprises, it can help enterprises to achieve the following benefits:

Improve market sensitivity and adaptability. Consumer research can help companies discover and grasp market changes and opportunities, as well as consumer needs and expectations, so as to adjust and optimize product or service strategies and solutions to meet market needs and competition.

Improve the quality and level of products or services. Consumer research can help companies understand and evaluate consumer satisfaction and loyalty to products or services, as well as the factors that affect consumer satisfaction and loyalty, so as to improve and improve the quality and level of products or services to meet and exceed consumers' needs and expectations.

Increase brand influence and loyalty. Consumer research can help companies establish and maintain good relationships with consumers, as well as enhance consumer awareness and trust in the brand, thereby increasing brand influence and loyalty, and increasing consumer repurchase and recommend.

Improve innovation and competitiveness. Consumer research can help companies explore and predict consumer needs and expectations, as well as consumer preferences and attitudes, to innovate and improve products or services, as well as to develop and launch new products or services to meet and exceed consumer needs and expectations, as well as to differentiate and advantage from competitors.

Consumer research also faces some challenges, which require enterprises to pay attention to and solve the following problems:

Validity and reliability of data and information. Consumer research needs to ensure that the data and information collected are true, accurate, complete, timely and relevant, so as to avoid the distortion, error, lack, obsolescence and irrelevance of data and information.Conclusiondeviation and misleading.

Confidentiality and security of data and information. Consumer research needs to ensure that the collected data and information are confidential and safe, so as to avoid the infringement and loss of consumers' privacy and rights and interests caused by the leakage, abuse, misappropriation and destruction of data and information, as well as the damage and risk of corporate reputation and interests.

The reasonableness and validity of the analysis and interpretation of data and information. Consumer research needs to ensure that the analysis and interpretation of the data and information collected is reasonable and effective, in order to avoid the analysis and interpretation methods, techniques, processes, assumptions, reasoning,Conclusionand other inappropriate and inappropriate research results andConclusionInaccurate and untrustworthy.

Timeliness and effectiveness of the application and transformation of data and information. Consumer research needs to ensure that the application and transformation of the collected data and information is timely and effective, so as to avoid the research results and results caused by the delay, lack, error and waste of application and transformation.ConclusionUseless and invalid.

Cases and Effects of 4. Consumer Research

Shangpu Consulting is a professional market research and consulting company. It provides customers with consumer research services in various types and fields, including consumer satisfaction research, consumer demand research, consumer behavior research, and consumer segmentation Research, consumer loyalty research, etc. The following are some consumer research cases provided by Champ Consulting for clients, as well as the effect and value of consumer research.

Case 1: Consumer Satisfaction Survey of a Car Brand

A certain automobile brand is an internationally renowned automobile manufacturer. It has a high market share and brand reputation in the Chinese market, but in recent years it has faced the problems of declining consumer satisfaction and intensified market competition. In order to improve consumer satisfaction and brand loyalty, the car brand commissioned a consumer satisfaction survey by Shangpu Consulting to understand consumer satisfaction and loyalty to the car brand, as well as the factors and reasons that affect consumer satisfaction and loyalty.

Using a combination of quantitative and qualitative methods, Champ Consulting conducted extensive and in-depth research on the existing and potential consumers of the car brand through questionnaires and interviews, and collected a large amount of data and information. Champ Consulting conducted a comprehensive and systematic analysis and interpretation of the collected data and information, and obtained the following results andConclusion：

Consumers' satisfaction and loyalty to the car brand are generally at a medium level, but there are certain differences and differentiation. Different consumer groups and market segments have different levels and characteristics of satisfaction and loyalty.

There are many factors that affect consumer satisfaction and loyalty, including product quality, performance, function, design, safety, environmental protection, etc., service attitude, level, speed, scope, quality, etc., brand image, reputation, Value, culture, etc., as well as price, promotion, distribution, communication, etc.

The main problems and deficiencies of consumers' satisfaction and loyalty to the car brand are as follows, including the lack of product innovation ability, the lack of product differentiation and personalization, the lack of consumer demand and expectation of product function and experience, the instability of service quality and level, the lack of service scope and coverage, the lack of brand influence and loyalty, and the lack of brand communication and interaction, the strategy and effect of price and promotion are not ideal.

based on the results of the study andConclusion, for the car brand to provide the following suggestions and solutions:

Improve the innovation ability and competitiveness of products, develop and launch new products and new functions that are more in line with the needs and expectations of consumers, improve product differentiation and personalization, improve product functions and experience, and improve product quality and level.

Improve the quality and level of service, establish and improve the standard and process of service, improve the attitude and speed of service, expand the scope and coverage of service, increase the type and content of service, and improve the satisfaction and loyalty of service.

Improve brand influence and loyalty, strengthen brand image and reputation, transfer brand value and culture, enhance brand communication and interaction, improve brand awareness and trust, and improve brand re-purchase and recommend.

Improve the strategy and effectiveness of price and promotion, formulate and implement reasonable and competitive price strategies, design and implement attractive and creative promotion strategies, improve the rationality and effectiveness of price and promotion.

The car brand has carried out a series of improvements and optimizations based on the recommendations and plans of Champ Consulting, and has achieved the following results and values:

Consumers' satisfaction and loyalty to the car brand have increased significantly, consumers' feedback and evaluation have become more positive and positive, and consumers' repurchase and recommendation rates have also increased.

The market share and competitiveness of the car brand have also increased, the products and services of the car brand are more in line with market demand and competition, and the brand influence and loyalty of the car brand have also increased.

The car brand's revenue and profits have also increased, the car brand's prices and promotion strategies have become more reasonable and effective, and the car brand's costs and expenses have also been reduced.

Case 2: A survey of consumer demand for a cosmetics brand

A cosmetics brand is a well-known cosmetics manufacturer in China. It has a high market share and brand reputation in the Chinese market, but in recent years it is facing the problem of consumer demand diversification and fierce market competition. In order to meet and exceed consumer needs and expectations, the cosmetics brand commissioned Shangpu Consulting to conduct a consumer demand survey to understand consumer needs and expectations for cosmetics, as well as consumer preferences and attitudes.

Using a combination of qualitative and quantitative methods, Shangpu Consulting conducted extensive and in-depth research on existing and potential consumers of the cosmetics brand through interview research and questionnaire surveys, and collected a large amount of data and information. Champ Consulting conducted a comprehensive and systematic analysis and interpretation of the collected data and information, and obtained the following results andConclusion：

Consumers' demand and expectation for cosmetics show the characteristics of diversification and individuation. Different consumer groups and market segments have different demand and expectation levels and characteristics.

Consumers' demand and expectation for cosmetics mainly include the following aspects, including the composition, efficacy, safety and environmental protection of cosmetics, the quality, performance, function, design and packaging of cosmetics, the brand, image, value and culture of cosmetics, as well as the price, promotion, distribution and communication of cosmetics.

The main problems and dissatisfaction of consumers' demand and expectation for cosmetics are as follows, including the unclear composition of cosmetics, the inconspicuous efficacy of cosmetics, the inassurance of safety and environmental protection of cosmetics, the instability of quality and performance of cosmetics, the incompatibility of functions and experiences of cosmetics with consumers' demand and expectation, the inconspicuous brand and image of cosmetics, and the incapability of cosmetic value and culture, cosmetics price and promotion strategy and effect is not ideal, etc.

based on the results of the study andConclusion, for the cosmetics brand to provide the following suggestions and programs:

Improve the transparency and effectiveness of the composition and efficacy of cosmetics, clarify and disclose the composition and efficacy of cosmetics, use natural and safe ingredients, improve the efficacy and effect of cosmetics, and improve the safety and environmental protection of cosmetics.

Improve the stability and superiority of the quality and performance of cosmetics, ensure and improve the quality and performance of cosmetics, improve the function and experience of cosmetics, and improve the beauty and practicality of cosmetics design and packaging.

Improve the prominence and attractiveness of the brand and image of cosmetics, strengthen and enhance the brand and image of cosmetics, transmit and display the value and culture of cosmetics, and enhance and improve the influence and loyalty of cosmetics.

Improve the reasonableness and effectiveness of cosmetic prices and promotions, develop and implement reasonable and competitive pricing strategies, design and implement attractive and creative promotional strategies, improve the reasonableness and effectiveness of prices and promotions.

The cosmetics brand has carried out a series of improvements and optimizations based on the recommendations and solutions of Champ Consulting, and has achieved the following results and values:

Consumers' needs and expectations for the cosmetics brand have been better met and surpassed, consumers' feedback and evaluations have become more positive and positive, and consumers' re-purchase and recommendation rates have also increased.

The market share and competitiveness of the cosmetics brand have also increased, the products and services of the cosmetics brand are more in line with market demand and competition, and the brand influence and loyalty of the cosmetics brand have also increased.

The cosmetics brand's revenue and profit have also increased, the cosmetics brand's prices and promotion strategies have become more reasonable and effective, and the cosmetics brand's costs and expenses have also been reduced.

Methods and Techniques of Consumer Research

There are many methods of consumer research, but different methods are suitable for different purposes and scenarios. In general, consumer research methods can be divided into two categories: quantitative research and qualitative research.

Quantitative research refers to the collection and analysis of large amounts of data to obtain objective indicators of consumer behavior, attitudes, satisfaction, and preferences. The advantage of quantitative research is that it can provide representative and credible results, can perform statistical analysis and inference, and can quantify consumer needs and motivations. The common methods of quantitative research are questionnaire survey, experiment, observation, website analysis and so on.

Qualitative research refers to revealing the internal logic and reasons of consumers' needs and motivations through in-depth understanding of a small number of consumers' thoughts, feelings, experiences, stories, etc. The advantage of qualitative research is that it can discover the deep-seated needs and motivations of consumers, tap the potential and potential needs and motivations of consumers, and generate new insights and ideas. The commonly used methods of qualitative research include interviews, focus groups, situational analysis, and metaphorical stimulation.

The choice of consumer research methods should be based on the purpose of the survey, the object, resources, time and other factors to decide. In general, quantitative research is more appropriate if the purpose of the research is to validate or evaluate an existing hypothesis or scenario, and qualitative research is more appropriate if the purpose of the research is to explore or discover a new problem or opportunity. At the same time, quantitative research and qualitative research are not mutually exclusive, but can complement and combine each other. For example, qualitative research can be conducted to discover consumer needs and motivations, and then quantitative research can be conducted to verify and quantify consumer needs and motivations.

The method of consumer research should not only choose the right one, but also use it properly. The use of consumer research methods need to follow certain principles and techniques to ensure the effectiveness and quality of research. Here are some common consumer research principles and techniques:

Clarify the purpose and questions of the research. The purpose and questions of consumer research are the basis of the methods and processes that guide the research and should be clearly and clearly defined before the research begins. The purpose and questions of consumer research should be specific, actionable and answerable, rather than vague, too broad and unanswerable. For example, the purpose and question of a good consumer research is: "We want to understand consumers' acceptance and willingness to buy our new products, and what are the main factors that affect them?"; A bad consumer research is: "What are the needs and motivations of consumers?"

Select appropriate research objects and samples. The object and sample of consumer research refers to the scope and number of consumers participating in the research, which should be determined according to the purpose and problems of the research, as well as the methods and resources of the research. The subjects and samples of consumer research should be representative, accessible, and credible, not random, irrelevant, and unreliable. For example, if the purpose of the survey is to understand the needs and motivations of consumers for a new healthy food, then the target and sample of the survey should be consumers who are willing or have the potential to buy the food, not consumers who have no interest in or dislike the food.

Design reasonable research tools and content. The tools and content of consumer research refer to the means and materials used to collect and analyze consumer information, which should be designed according to the purpose and questions of the research, as well as the methods and objects of the research. The tools and content of consumer research should be effective, appropriate and clear, not ineffective, inappropriate and vague. For example, if the methodology of the survey is a questionnaire, the instrument and content of the survey should be a questionnaire containing relevant questions for the purpose and question of the survey, rather than a questionnaire containing irrelevant or repetitive questions.

Implement standardized research process and management. The process and management of consumer research refers to the activities and processes of implementing and supervising the research, which should be implemented according to the purpose and problems of the research, as well as the methods and tools of the research. The process and management of consumer research should be orderly, effective and controllable, rather than chaotic, ineffective and uncontrollable. For example, if the method of research is interviews, then the process and management of the research should be based on a pre-arranged time and place, as well as a pre-prepared interview guide, with a purposeful conversation with the research subject, rather than a casual, directionless, unrecorded conversation.

Conduct comprehensive research analysis and report. The analysis and report of consumer research refers to the activities and results of sorting, summarizing, explaining and displaying the collected consumer information, which should be carried out according to the purpose and problems of the research, as well as the methods and results of the research. The analysis and reporting of consumer research should be accurate, meaningful, and valuable, not wrong, meaningless, and worthless. For example, if the purpose of the survey is to understand consumers' needs and motivations for a new mobile phone application, the analysis and report of the survey should be a clear description and explanation of the types, degrees, causes, effects, etc. of consumers' needs and motivations, as well as an objective assessment and suggestion of the advantages, disadvantages, opportunities, threats, etc. of the application, rather than a simple enumeration and repetition of consumer needs and motivations, or unfounded praise or criticism of the application.

The Case and Enlightenment of Consumer Research

In order to better illustrate the nature and methodology of consumer research, here are some specific cases of Champ Consulting Services clients and the lessons they have learned from them.

Case 1: A fast fashion brand wants to improve its competitiveness in the Chinese market

A fast fashion brand from Europe wants to improve its competitiveness in the Chinese market, but it is not clear what the needs and motivations of Chinese consumers are, and how to distinguish it from other brands. Champ Consulting provides a consumer research service for the brand, including the following steps:

First of all, Shangpu Consulting collected data on the general cognition, attitude, preference and purchase behavior of 1000 Chinese consumers on fast fashion brands through online questionnaire survey, so as to understand the basic situation and market situation of consumers.

Secondly, through in-depth interviews, Champ Consulting invited 20 loyal users and potential users of fast fashion brands, as well as users of 10 competitors of fast fashion brands, to discuss their needs and motivations for fast fashion brands from different angles, as well as their views and expectations for the brand.

Finally, through scenario analysis, Shangpu Consulting designed several consumption scenarios related to fast fashion brands, allowing interviewed users to experience and evaluate the brand's products and services in a simulated environment to understand the real feedback and feelings of consumers.

Through these three steps, Champ Consulting has obtained the following research results and recommendations:

Chinese consumers' needs and motivations for fast fashion brands are mainly the following: pursuing fashion and trends, satisfying self-expression and belonging, enjoying the fun and excitement of shopping, saving time and money, and adapting to different occasions and needs.

Chinese consumers' evaluation and selection of fast fashion brands are mainly affected by the following factors: brand image and reputation, product quality and design, price rationality and preferential degree, service convenience and considerate degree, and word-of-mouth spread and influence.

The brand's competitiveness in the Chinese market is relatively weak. The main reasons are: the brand's popularity and reputation are not high, the product's innovation and differentiation are insufficient, the price competitiveness and attractiveness are not strong, and the service experience and satisfaction are not High, and the spread and influence of word of mouth is not wide.

In order to enhance the competitiveness of the brand in the Chinese market, Shangpu Consulting recommends that the brand adopt the following strategies: strengthen brand publicity and promotion, improve brand awareness and reputation; increase product innovation and differentiation, and improve product quality And design; adjust the price strategy and structure to improve the rationality and discount of the price; optimize the service process and method, and improve the convenience and thoughtfulness of the service; use social media and online platforms to increase the spread and impact of word of mouth.

Case 2: An e-commerce platform wants to increase the loyalty and retention of its users

An e-commerce platform from the United States wants to improve the loyalty and retention rate of its users, but it is not clear what the user's usage habits and satisfaction are, and how to improve the user's experience and sense of value. Champ Consulting provides a consumer research service for the platform, including the following steps:

First of all, Shangpu Consulting collected data on the number of visits, browsing time, click-through rate, conversion rate, and bounce rate of users of the platform through website analysis to understand the user's usage and behavior characteristics.

Secondly, through online questionnaire survey, Shangpu Consulting collected the evaluation and suggestions of users of the platform on the function, content, interface, interaction, security and other aspects of the platform, so as to understand the user's experience and satisfaction.

Finally, Champ Consulting is inspired by metaphor, allowing users of the platform to describe the platform with an object or animal, as well as a color or sound to describe their feelings about the platform, in order to understand the user's psychology and emotion.

Through these three steps, Champ Consulting has obtained the following research results and recommendations:

The user's usage habits and satisfaction of the platform have the following characteristics: the user's visit volume and browsing time are high, but the click rate and conversion rate are low, and the jump rate is high; Users are satisfied with the functions and content of the platform, but they are not satisfied with the interface and interaction of the platform and are worried about the safety of the platform. Users describe the platform with books, cats, blue, light music, etc, and describe their feelings about the platform with comfort, curiosity, calmness, calmness, etc.

The platform has the following problems and opportunities in improving the loyalty and retention rate of users: although the functions and contents of the platform are rich and useful, they lack personalization and differentiation and cannot meet the diversified and personalized needs of users; Although the interface and interaction of the platform are concise and clear, they lack beauty and interest and cannot attract users' attention and interest. Although the security of the platform is guaranteed and standardized, however, the lack of trust and transparency cannot eliminate users' doubts and worries; although users feel comfortable and calm on the platform, they lack passion and loyalty, and cannot form users' stickiness and loyalty.

In order to improve the loyalty and retention rate of the platform's users, Champ Consulting suggests that the platform adopt the following strategies: increase the personalization and differentiation of the platform's functions and contents, and improve the value and effect of the platform's functions and contents; Improve the aesthetic feeling and interest of the platform's interface and interaction, and improve the attractiveness and experience of the platform's interface and interaction; Strengthen the trust and transparency of the platform's security, improve the credibility and security of the platform; stimulate the user's passion and loyalty to the platform, and improve the user's satisfaction and loyalty to the platform.