Purpose of consumer research

The purpose of consumer research is to obtain information about consumers in order to provide a basis for marketing decisions. Consumer research can help companies achieve the following goals:

-Identify and segment target markets, identify the characteristics and needs of target consumers

-Evaluate and forecast market size, growth, competition and opportunities

-Design and develop products, services, pricing and promotion strategies suitable for target consumers

-Test and optimize the performance and feedback of products, services, advertising and packaging

-Monitor and evaluate the implementation and results of marketing activities

-Enhance and maintain relationships and loyalty with consumers

Types of Consumer Research

The types of consumer research can be classified according to different criteria, and the common classification methods are:

-According to the source of information, it can be divided into first-hand information and second-hand information. First-hand information refers to the information collected directly from consumers or related parties, such as questionnaires, interviews, observations, experiments, etc. Second-hand information refers to the information obtained by enterprises from existing data sources, such as internal reports, external reports, network data, public information, etc.

-According to the nature of information, it can be divided into quantitative information and qualitative information. Quantitative information refers to information that can be represented by numerical or statistical methods, such as consumer demographic characteristics, purchasing behavior, satisfaction scores, etc. Qualitative information refers to information that cannot be represented by numerical or statistical methods, such as consumers' psychological motivations, attitudes, feelings, opinions, etc.

-According to the use of information, it can be divided into exploratory research and descriptive research. Exploratory research refers to the search for possible causes, directions and solutions to marketing problems through an open approach when marketing problems are unclear or lack of theoretical basis. Descriptive research refers to the description of the current situation, characteristics and relationships of marketing problems through a structured approach when the marketing problem is clear or has a theoretical basis.

Methods of consumer research

The method of consumer research can choose different tools and technologies according to different types. Common methods are:

-First-hand information collection methods, mainly questionnaires, interviews, observations and experiments. Questionnaire survey refers to the design of a series of questions, to a certain number and types of consumers to issue or send questionnaires, to collect consumer answers. Interviews refer to obtaining consumers' opinions and feelings through face-to-face or telephone conversations with consumers. Observation refers to recording consumer behavior and reactions through direct or indirect means. Experiments refer to the analysis of consumer preferences and influencing factors by controlling some variables and observing consumers' reactions to different conditions.

-Second-hand information collection methods, mainly internal data analysis, external data retrieval and network data mining. Internal data analysis refers to the collation, statistics and analysis of the enterprise's own data, such as sales records, inventory reports, customer files, etc., to obtain useful information. External data retrieval refers to the search, screening and integration of external data sources, such as government agencies, industry associations, professional organizations, media reports, etc., to obtain useful information. Network data mining refers to crawling, processing and analyzing the data on the network, such as search engines, social media, e-commerce, user comments, etc., to obtain useful information.

Steps of consumer research

The steps of consumer research can be adjusted according to different projects and objectives, and generally include the following stages:

Determine the objectives of the research: identify the issues, assumptions and objectives of the research, as well as the scope, object and duration of the research.

Design research plan: select the appropriate research type, method and tool, design research content, process and budget.

Perform research activities: collect, enter and clean up data according to the research plan to ensure the validity and accuracy of the data.

Analysis of research results: the use of appropriate analytical methods, such as description statistics, hypothesis testing, regression analysis, cluster analysis, etc., the data processing, induction and interpretation, to obtain the research.Conclusions and recommendations.

Writing research report: according to the objectives, plans, activities, results and analysis of the research, the summary, text, appendices and references of the research are prepared to form a complete research report.

Key links and precautions for consumer research

Consumer research is a complex and meticulous process that requires attention to the following key links and precautions:

Clear and specific research objectives: research objectives are the starting point and guidance of research, which should be as clear and specific as possible to avoid ambiguity and broadness. Research objectives should conform to SMART principles, I .e., specificity (Specific), measurability (Measurable), achievability (Achievable), relevance (Relevant), and time-bound (Time-bound).

Reasonable and scientific research plan: The research plan is the blueprint and standard of research. Reasonable and scientific research types, methods and tools should be selected according to the research objectives and actual situation. The research plan should consider the validity, reliability, representativeness and cost-effectiveness of the research, as well as the ethical and legal issues of the research.

Standardized and effective research activities: research activities are the implementation and execution of research, and standardized and effective data collection, entry and cleaning should be carried out in accordance with the research plan. Research activities should ensure the authenticity, integrity and consistency of the data, as well as the security and confidentiality of the data.

The objectivity and depth of the research results: the research results are the output and analysis of the research, and the data should be processed, summarized and interpreted objectively and deeply to obtain the research results.Conclusionand recommendations. Research results should be consistent with research objectives and assumptions, as well as marketing theory and practice, to avoid subjective and one-sided judgments and inferences.

The completeness and clarity of the research report: the research report is the presentation and transmission of the research. It should completely and clearly describe the objectives, plans, activities, results and analysis of the research to form a complete research report. The research report should follow a standardized format and structure, use concise and accurate language, and appropriate charts and attachments to improve the readability and credibility of the research report.

The actual case of Champ Consulting

Champu Consulting is a professional marketing consulting company that provides consumer research and market strategy services to customers in all walks of life. Here are some practical examples from Champ Consulting that demonstrate the application and value of consumer research:

Consumer research on new product development for a FMC company: The company plans to launch a new shampoo product aimed at young female consumers, with natural and hair care characteristics. Shangpu Consulting conducted exploratory and descriptive consumer research for the company, including interviews, questionnaires and experiments, collected information on the needs, preferences, purchase behavior and use experience of target consumers, analyzed market opportunities and competition, as well as product advantages and disadvantages, and provided the company with suggestions on the positioning, design, price and promotion strategy of new products.

Conduct consumer research on brand image for a car company: The company is a well-known car manufacturer with multiple brands and models, facing market changes and competitive challenges. Shangpu Consulting conducted descriptive and exploratory consumer research for the company, including questionnaires, interviews and observations, and collected consumers' cognition, attitude, emotion and loyalty to the company and its brands and models. Analyzed the current situation, problems and influencing factors of the brand image, and provided the company with suggestions for the improvement, maintenance and promotion of the brand image.

Conduct consumer research on user satisfaction for an e-commerce platform: The platform is a leading e-commerce platform that provides a variety of goods and services, has a large user base, and pursues user satisfaction and loyalty. Shangpu Consulting conducted descriptive and exploratory consumer research for the platform, including questionnaires, interviews and network data mining, collected users' information on the use frequency, duration, function, experience and evaluation of the platform, analyzed the level, structure and influencing factors of user satisfaction, and provided suggestions for the platform to improve, maintain and transform user satisfaction.