一、消费者调研的定义和意义

Consumer research refers to the process of collecting, analyzing and interpreting consumer-related information to understand consumer needs, preferences, behavior and satisfaction, so as to provide a basis for marketing decisions. The purpose of consumer research is to better meet the needs of consumers, improve consumer loyalty, increase market share, improve brand image, optimize products and services, reduce costs and risks.

The significance of consumer research is that it can help companies understand the current situation and trends of the market, discover the potential needs and problems of consumers, evaluate consumers' attitudes and feedback on products and services, test and improve marketing strategies and effects, and create And maintain good relationships with consumers. Consumer research is the foundation and core of marketing. Without consumer research, marketing will lose its direction and basis, and it is difficult to achieve the expected goals and effects.

Five methods and techniques of 2. consumer research

Consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the study of measuring and analyzing the number, proportion, frequency and difference of consumers through mathematical and statistical methods, which can provide objective, accurate and comparable data and is suitable for the study of describing and inferring the overall characteristics and laws of consumers. Qualitative research refers to the research that explores and understands consumers' motivations, attitudes, feelings, opinions, etc. through non-mathematical and non-statistical methods.

Shangpu Consulting has rich experience and professional team in consumer research, which can select and design appropriate consumer research methods according to different research purposes and conditions, ensure the quality and effectiveness of data, and provide valuable insights and suggestions. The following are the five consumer research methods commonly used by Champ Consulting, as well as the corresponding techniques and cases:

1. Questionnaire survey

Questionnaire survey is a common quantitative research method, which refers to the process of designing a series of questions, issuing or sending questionnaires to a certain number and range of consumers, collecting consumers' answers, and then conducting statistics and analysis. The advantages of the questionnaire survey are: it can collect a large amount of data, cover a wide range of consumer groups, facilitate comparison and induction, lower cost, simpler operation, and easier quantification and presentation of results. The disadvantages of the questionnaire are: there may be sampling error, response bias, measurement error and other factors that affect the accuracy and credibility of the data, it is difficult to understand the motivation and feelings of consumers, lack of flexibility and interaction, subject to the length and form of the questionnaire.

The skills of questionnaire survey include: clarifying the research purpose and hypothesis, determining the sampling method and sample size, designing reasonable questions and options, using appropriate scales and indicators, considering the structure and order of the questionnaire, testing and modifying the questionnaire, choosing the appropriate way to issue or send, improving the recovery rate, testing the validity and reliability of the data, using appropriate statistical methods and software, interpreting and presenting the data.

Case of questionnaire survey: Shangpu Consulting once conducted a consumer satisfaction survey for a fast-food company to understand consumers' evaluations and suggestions on the company's products and services, as well as consumers' loyalty and repeat Purchase intention. Through the Internet and telephone, Shangpu Consulting distributed questionnaires to 1000 consumers in the company's target market. The questionnaires included questions about product quality, price, packaging, function, innovation, etc., as well as questions about service attitude, speed, effect, after-sales, etc., as well as basic information and purchasing behavior of consumers. Shangpu Consulting collected 800 effective answers, using SPSS software for descriptive statistics, correlation analysis, factor analysis, cluster analysis, etc., to draw the following main.Conclusion：

Overall consumer satisfaction with the company's products and services was 3.8 (out of 5), higher than the industry average, but there is still room for improvement.

Consumers pay the most attention to the quality, function and innovation of products, and are most dissatisfied with the price, packaging and advertising of products.

Consumers pay the most attention to the attitude, effect and after-sales service, and are most dissatisfied with the speed and channels of service.

Consumer satisfaction is positively correlated with loyalty and willingness to repeat purchases, but the correlation coefficient is not high, indicating that consumer loyalty and willingness to repeat purchases are also affected by other factors, such as competitors' strategies and consumers' personal preferences.

Consumers can be divided into four categories based on their satisfaction with products and services and their willingness to repeat purchases: loyalists, pickers, potential and churners. Loyalists have the highest percentage, at 35%, who are satisfied with the product and service and are willing to buy it again. The number of picky people is 25%. They are not satisfied with the products and services, and they are not willing to buy again. Potential people account for 20%. They are generally satisfied with products and services, but have a higher willingness to repeat purchases. The proportion of churn is 20%. They have low satisfaction with products and services and have no intention to buy them repeatedly.

尚普咨询根据这些ConclusionThe following recommendations were made for the company:

针对忠诚者，要保持产品和服务的高质量和稳定性，增加与消费者的沟通和互动，提供更多的优惠和奖励，培养消费者的品牌认同和信任，鼓励消费者进行口碑传播和推荐。

For the picky, it is necessary to improve the price, packaging and advertising of products, improve the cost performance and attractiveness of products, optimize the speed and channels of services, improve the convenience and accessibility of services, and increase consumer satisfaction and loyalty.

针对潜力者，要提升产品的功能和创新，增加产品的差异化和竞争力，强化服务的效果和售后，增加服务的附加值和保障，提高消费者的满意度和重复购买意愿。

For those who lose, it is necessary to analyze the reasons for the loss of consumers and the advantages of competitors, redesign the characteristics and advantages of products and services, and formulate effective recovery and retention strategies to re-attract and activate consumers.

2. In-depth interviews

In-depth interview is a common qualitative research method. It refers to the process of asking open questions in a semi-structured or unstructured way through one-on-one face-to-face or remote conversation with consumers, guiding consumers to express their views, feelings, experiences, etc. freely, and then recording and analyzing them. The advantages of in-depth interviews are: it can deeply understand consumers' motives, attitudes, feelings, etc., discover consumers' potential needs and problems, explore the internal factors and mechanisms of consumers' psychology and behavior, and provide rich, detailed, and multi-level data. It has high flexibility and interactivity, and can establish good communication and trust with consumers. The disadvantages of in-depth interviews are: it takes more time and energy, it is difficult to collect a large amount of data, it covers a small number of consumer groups, it is difficult to compare and summarize, the cost is higher, the operation is more complicated, and the results are more difficult to quantify and present.

The skills of in-depth interviews include: defining the research objectives and questions, determining the number of interviewees and the number of interviewees, designing appropriate interview guidelines, choosing appropriate interview methods and environments, establishing good relationships with consumers, using appropriate questioning and guidance skills, recording and organizing interview content, and using appropriate analysis methods and software to explain and present data.

深度访谈的案例：尚普咨询曾为一家汽车公司进行了一项消费者需求调查，旨在了解消费者对该公司的新款电动汽车的需求和期望，以及消费者对电动汽车的认知和态度，为该公司的产品开发和市场推广提供参考。尚普咨询通过网络和电话的方式，向该公司的目标市场的50名消费者进行了深度访谈，访谈包含了关于消费者的个人信息、购车行为、购车动机、购车标准、购车障碍、购车渠道等方面的问题，以及关于电动汽车的优缺点、认知水平、接受程度、购买意愿等方面的问题。尚普咨询记录了访谈的音频和文字，利用NVivo软件进行了内容分析、主题分析、情感分析等，得出了以下的主要Conclusion：

消费者对该公司的新款电动汽车的需求和期望主要集中在以下几个方面：性能、安全、环保、舒适、智能、价格、续航、充电、保养等。

消费者对电动汽车的认知和态度呈现出以下的特点：对电动汽车的优点有一定的了解和认同，如节能、减排、低噪、高效、先进等；对电动汽车的缺点有一定的担忧和疑虑，如续航、充电、保养、安全、成本等；对电动汽车的接受程度和购买意愿受到多种因素的影响，如个人喜好、社会环境、政策支持、市场竞争、品牌信誉等。

尚普咨询根据这些ConclusionThe following recommendations were made for the company:

In response to the needs and expectations of consumers, it is necessary to fully demonstrate the advantages and characteristics of the company's new electric vehicles, highlight their superiority and differentiation in terms of performance, safety, environmental protection, comfort, and intelligence, and improve the attractiveness and competitiveness of products. force.

针对消费者的担忧和疑虑，要积极解决该公司的新款电动汽车的问题和不足，改善其在续航、充电、保养等方面的性能和服务，降低产品的风险和成本，提高产品的可靠性和可行性。

In view of the influencing factors of consumers, it is necessary to effectively use favorable factors such as personal preferences, social environment, and policy support to increase consumers' awareness and recognition of electric vehicles, and improve consumers' acceptance and purchase willingness; it is necessary to effectively respond to market competition, Brand reputation and other unfavorable factors, enhance consumer trust and preference for the company's new electric vehicles, and improve consumer loyalty and recommend.

3. Focus Groups

Focus group is a common qualitative research method. It refers to the process of inviting a certain number and type of consumers to form a group, and a moderator guides them to discuss one or several topics, observe and record the words and behaviors of consumers, and then analyze them. The advantages of focus groups are: it can collect the views, feelings, experiences, etc. of multiple consumers, discover the common and different needs and problems of consumers, explore the social and cultural effects of consumers' psychology and behavior, and provide diverse and dynamic, Interactive data, with high flexibility and creativity, can stimulate and promote consumers' thinking and expression. The disadvantages of focus groups are: it takes more time and energy, it is difficult to collect a large amount of data, it covers a small number of consumer groups, it is difficult to compare and summarize, the cost is higher, the operation is more complex, the results are more difficult to quantify and present, there may be the influence and bias of the host and group members.

焦点小组的技巧包括：明确研究目的和主题，确定小组成员的类型和数量，设计合适的讨论指南，选择合适的小组方式和环境，建立与小组成员的良好的关系，使用适当的引导和激励技巧，记录和整理小组讨论的内容，运用合适的分析方法和软件，解释和呈现数据。

焦点小组的案例：尚普咨询曾为一家餐饮公司进行了一项消费者偏好调查，旨在了解消费者对该公司的新推出的健康餐品的偏好和反馈，以及消费者对健康餐品的认知和态度，为该公司的产品改进和市场营销提供参考。尚普咨询通过网络和实地的方式，邀请了该公司的目标市场的40名消费者，分成四个小组，每个小组10人，由一个尚普咨询的专业主持人引导他们就以下几个主题进行讨论：健康餐品的定义和特征、健康餐品的需求和动机、健康餐品的选择和评价、健康餐品的优缺点和建议、健康餐品的消费行为和影响因素等。尚普咨询观察和记录了小组讨论的视频和文字，利用Atlas.ti软件进行了内容分析、主题分析、情感分析等，得出了以下的主要Conclusion：

消费者对健康餐品的定义和特征主要包括以下几个方面：营养均衡、低热量、低油脂、低盐糖、高纤维、高蛋白、新鲜、天然、有机等。

消费者对健康餐品的需求和动机主要来源于以下几个方面：保持身材、预防疾病、提高免疫力、增强体能、改善情绪、追求品质、跟随潮流等。

消费者对健康餐品的选择和评价主要依据以下几个方面：口味、价格、分量、外观、成分、标签、口碑、推荐等。

消费者对健康餐品的优缺点和建议主要涉及以下几个方面：健康餐品的优点是有利于身体健康、符合时代潮流、提升自我形象、增加自信心等；健康餐品的缺点是口味单调、价格昂贵、分量不足、外观不诱人、成分不清楚、标签不准确、口碑不好、推荐不多等；消费者对健康餐品的建议是提高口味、降低价格、增加分量、改善外观、明确成分、规范标签、提升口碑、增加推荐等。

消费者对健康餐品的消费行为和影响因素主要表现为以下几个方面：消费者对健康餐品的消费频率和金额较低，主要在特定的场合和时间消费，如节日、周末、早餐等；消费者对健康餐品的消费渠道和方式较多，包括线上和线下的订餐、外卖、自助、堂食等；消费者对健康餐品的消费决策和评价受到多种因素的影响，如个人喜好、健康状况、生活习惯、社会环境、文化背景、媒体宣传、专家建议等。

尚普咨询根据这些ConclusionThe following recommendations were made for the company:

针对消费者的定义和特征，要充分展示该公司的新推出的健康餐品的健康性和特色，突出其在营养、热量、油脂、盐糖、纤维、蛋白等方面的优势和差异化，提高产品的吸引力和竞争力。

针对消费者的需求和动机，要充分满足消费者对健康餐品的多元化和个性化的需求，提供不同的健康餐品的类型和风格，适应不同的消费者的健康目标和偏好，提高产品的适应性和满意度。

针对消费者的选择和评价，要充分优化该公司的新推出的健康餐品的口味、价格、分量、外观等，提高产品的性价比和美观性，提供清晰的成分和标签，提高产品的透明度和可信度，提升产品的口碑和推荐度。

针对消费者的优缺点和建议，要充分改进该公司的新推出的健康餐品的问题和不足，提高产品的品质和服务，倾听消费者的反馈和意见，提供更多的优惠和奖励，提高产品的忠诚度和重复购买意愿。

针对消费者的消费行为和影响因素，要充分利用消费者的消费频率和金额的潜力，提供更多的消费场合和时间的选择，如工作日、午餐、晚餐等；提供更多的消费渠道和方式的选择，如线上和线下的预约、自取、配送等；有效应对消费者的消费决策和评价的影响因素，如个人喜好、健康状况、生活习惯等，增加消费者对健康餐品的认知和认同，提高消费者的接受程度和购买意愿。

4. 观察法

观察法是一种常见的定性研究方法，它是指通过直接或间接地观察消费者的行为和情境，记录和分析消费者的动作、表情、语言、环境等，然后进行分析的过程。观察法的优点是：可以直接了解消费者的行为和情境，发现消费者的实际需求和问题，探索消费者的心理和行为的动机和影响，提供真实、客观、直观的数据，不受消费者的主观因素的干扰，能够发现消费者的潜意识和非言语的信息，具有较高的可信度和有效性。观察法的缺点是：需要花费较多的时间和精力，难以收集大量的数据，覆盖较少的消费者群体，难以进行比较和归纳，成本较高，操作较复杂，结果较难量化和呈现，可能存在观察者和被观察者的影响和偏见等。

观察法的技巧包括：明确研究目的和问题，确定观察对象和数量，设计合适的观察指标和方法，选择合适的观察方式和环境，建立与被观察者的良好的关系，使用适当的记录和编码技巧，记录和整理观察内容，运用合适的分析方法和软件，解释和呈现数据。

观察法的案例：尚普咨询曾为一家电商公司进行了一项消费者行为调查，旨在了解消费者在该公司的网站上的浏览和购买行为，以及消费者对该公司的网站的评价和建议，为该公司的网站优化和营销策略提供参考。尚普咨询通过网络和实地的方式，观察了该公司的目标市场的30名消费者，分成两组，每组15人，一组使用该公司的网站，另一组使用竞争对手的网站，进行同样的购物任务，如搜索、浏览、比较、选择、下单、支付等。尚普咨询观察和记录了消费者的网站使用的时间、次数、频率、顺序、路径、点击、跳出等，以及消费者的表情、语言、情绪等。尚普咨询利用Google Analytics和FaceReader软件进行了行为分析、路径分析、情感分析等，得出了以下的主要Conclusion：

消费者在该公司的网站上的浏览和购买行为呈现出以下的特点：消费者的网站使用的时间较长，次数较多，频率较高，顺序较复杂，路径较深，点击较多，跳出较少，说明消费者对该公司的网站有较高的兴趣和参与度，但也有较多的犹豫和困惑。

消费者在竞争对手的网站上的浏览和购买行为呈现出以下的特点：消费者的网站使用的时间较短，次数较少，频率较低，顺序较简单，路径较浅，点击较少，跳出较多，说明消费者对竞争对手的网站有较低的兴趣和参与度，但也有较少的犹豫和困惑。

消费者对该公司的网站的评价和建议主要涉及以下几个方面：该公司的网站的优点是有丰富的产品和信息，有多种的搜索和筛选功能，有清晰的页面和导航，有便捷的下单和支付流程，有良好的用户体验和服务等；该公司的网站的缺点是有过多的广告和弹窗，有过于复杂的注册和登录步骤，有过于繁琐的填写和确认环节，有过于缓慢的加载和响应速度，有过于简单的设计和风格等；消费者对该公司的网站的建议是减少广告和弹窗，简化注册和登录步骤，优化填写和确认环节，提高加载和响应速度，改善设计和风格等。

尚普咨询根据这些ConclusionThe following recommendations were made for the company:

针对消费者的浏览和购买行为，要充分利用消费者的兴趣和参与度，提供更多的引导和帮助，减少消费者的犹豫和困惑，提高消费者的转化率和成交率。

针对竞争对手的浏览和购买行为，要充分分析竞争对手的网站的优势和劣势，学习和借鉴竞争对手的网站的优点，避免和改善竞争对手的网站的缺点，提高自己的网站的竞争力和优势。

针对消费者的评价和建议，要充分改进该公司的网站的问题和不足，提高网站的质量和效率，倾听消费者的反馈和意见，提供更多的优惠和奖励，提高网站的忠诚度和重复访问意愿。

5. 实验法

实验法是一种常见的定量研究方法，它是指通过在一定的条件下，人为地控制和改变一个或几个变量，观察和测量其对另一个或几个变量的影响，然后进行统计和分析的过程。实验法的优点是：可以直接了解消费者的行为和结果，发现消费者的实际需求和问题，探索消费者的心理和行为的因果关系，提供科学、严谨、可验证的数据，具有较高的内部效度和可推广性。实验法的缺点是：需要花费较多的时间和精力，难以收集大量的数据，覆盖较少的消费者群体，难以进行比较和归纳，成本较高，操作较复杂，结果较难量化和呈现，可能存在实验设计、实验操作、实验环境等影响数据的准确性和可信度的因素，可能存在实验效应和实验偏差等。

实验法的技巧包括：明确研究目的和假设，确定实验变量和类型，设计合适的实验方案和方法，选择合适的实验对象和数量，选择合适的实验方式和环境，建立与实验对象的良好的关系，使用适当的测量和控制技巧，记录和整理实验数据，运用合适的统计方法和软件，解释和呈现数据。

邀请了该公司的目标市场的100名消费者，分成两组，每组50人，一组使用该公司的个性化定制服务，另一组使用该公司的普通购买服务，进行同样的购物任务，如选择、定制、下单、支付、收货、试穿等。尚普咨询观察和测量了消费者的购物时间、次数、金额、满意度、忠诚度等，以及消费者的表情、语言、情绪等。尚普咨询利用SPSS和FaceReader软件进行了方差分析、协方差分析、情感分析等，得出了以下的主要Conclusion：

消费者使用该公司的个性化定制服务的购物时间、次数、金额、满意度、忠诚度等均显著高于使用该公司的普通购买服务的消费者，说明消费者对该公司的个性化定制服务有较高的兴趣和参与度，也有较高的转化率和成交率，也有较高的满意度和忠诚度。

消费者使用该公司的个性化定制服务的表情、语言、情绪等均显著正向，说明消费者对该公司的个性化定制服务有较高的认同和信任，也有较高的自信和自豪，也有较高的幸福和满足。

消费者对该公司的个性化定制服务的反应和评价主要涉及以下几个方面：该公司的个性化定制服务的优点是可以根据消费者的个人喜好、身材、场合等，提供专属的设计和制作，提高产品的贴合度和独特性，提升消费者的个性和品味，增加消费者的归属感和忠诚感等；该公司的个性化定制服务的缺点是需要花费较多的时间和精力，价格较高，数量较少，选择较少，售后较难，风险较高等；消费者对该公司的个性化定制服务的建议是缩短定制的时间和流程，降低定制的价格和门槛，增加定制的数量和选择，完善定制的售后和保障，降低定制的风险和不确定性等。

尚普咨询根据这些ConclusionThe following recommendations were made for the company:

针对消费者的反应和评价，要充分利用消费者的兴趣和参与度，提供更多的引导和帮助，减少消费者的犹豫和困惑，提高消费者的转化率和成交率，提高消费者的满意度和忠诚度。

针对消费者的表情、语言、情绪，要充分满足消费者的认同和信任，提供更多的沟通和互动，增加消费者的自信和自豪，提高消费者的幸福和满足。

针对消费者的优缺点和建议，要充分改进该公司的个性化定制服务的问题和不足，提高服务的质量和效率，倾听消费者的反馈和意见，提供更多的优惠和奖励，提高服务的忠诚度和重复购买意愿。