Three Types of Consumer Research

Consumers are the core of the market, and understanding consumers is the key to the success of enterprises. Consumer research is one of the most widely used methods in the field of market research, which can help enterprises to deeply explore the characteristics, behaviors, motivations and needs of consumers, so as to formulate effective market strategies. Consumer research methods vary, but can be broadly divided into three types: qualitative research, quantitative research and market analysis. This article will introduce the definition, purpose, method, advantages and disadvantages and application scenarios of these three types respectively, and show the practical value and effect of consumer research in combination with the customer service case of Champ Consulting.

1. qualitative research

Qualitative research is a method of collecting and analyzing non-numerical data such as consumer speech, behavior, and emotion in an unstructured or semi-structured manner. The purpose of qualitative research is to explore consumer psychology, attitudes, opinions, feelings, motivations, needs, preferences and other in-depth information, as well as the background, environment, culture and other factors that affect consumer behavior. The main methods of qualitative research are interviews, focus groups, observations, experiments, and case studies. The advantages of qualitative research are that it can obtain rich, detailed, vivid and intuitive data, discover new problems and opportunities, and provide the basis and guidance for quantitative research. The disadvantages of qualitative research are the low reliability, validity, representativeness and generality of data, the complexity and subjectivity of data collection and analysis, and the difficulty of data presentation and interpretation. The application scenarios of qualitative research are mainly as follows:

Product or service innovation and development: Through qualitative research, we can understand the needs and pain points of consumers, discover market gaps and opportunities, design and test new product or service concepts and prototypes, obtain consumer feedback and suggestions, and optimize and Improve the function and form of the product or service.

Brand or marketing strategy and communication: through qualitative research, we can understand the cognition and attitude of consumers, analyze the psychology and behavior of consumers, establish and maintain the image and reputation of the brand, formulate and implement marketing objectives and strategies, design and evaluate the content and channels of marketing, and improve the effectiveness and efficiency of marketing.

Consumer satisfaction and loyalty: through qualitative research, we can understand the feelings and evaluation of consumers, monitor and improve the experience and satisfaction of consumers, enhance and continue the relationship and loyalty of consumers, promote and expand the reputation and recommend of consumers, and enhance and maintain the value and contribution of consumers.

Case of qualitative research: Shangpu Consulting provided qualitative research services for an internationally renowned sports brand to help it understand Chinese consumers' perceptions and attitudes towards its brand, as well as their needs and preferences for its products and services. Champ Consulting used interviews and focus groups to conduct in-depth exchanges and discussions with different types of consumers in the target market and collected a large amount of qualitative data. Through the analysis and summary of the data, Champ Consulting found the following key insights:

Chinese consumers have multiple considerations for the choice of sports brands. In addition to the quality and function of the products, they also pay attention to the image and culture of the brand, as well as the degree of fit and personalization between the brand and themselves.

There are various ways for Chinese consumers to understand and participate in sports. In addition to traditional sports and fitness, it also includes leisure and social interaction, as well as exploration and challenge. They hope that sports brands can provide more products and services to meet their diversified needs.

Chinese consumers have different levels of trust and loyalty to sports brands. In addition to their satisfaction with products and services, they are also affected by the brand's reputation and recommend, as well as the brand's social responsibility and sustainability. They hope that sports brands can communicate with them. Establish a deeper emotional and value connection.

Based on these insights, Champ Consulting made the following recommendations for the sports brand:

Strengthen the brand image and cultural dissemination, highlight the characteristics and advantages of the brand, enhance the brand's popularity and reputation, and increase the degree of fit and personalization between the brand and consumers.

Enrich the types and forms of products and services, meet the diverse needs of consumers, provide more sports scenes and experiences, and create more sports value and fun.

Establish brand communities and platforms, promote consumer communication and interaction, increase consumer participation and loyalty, expand consumer reputation and recommend, and form loyal fans and disseminators of the brand.

Fulfill the social responsibility and sustainability of the brand, pay attention to the health and happiness of consumers, pay attention to the development and progress of society, pay attention to the protection and improvement of the environment, win the trust and respect of consumers, and realize the long-term development and prosperity of the brand.

2. quantitative research

Quantitative research is a method of collecting and analyzing numerical data on the number, frequency, and proportion of consumers in a structured manner. The purpose of quantitative research is to describe and measure the size, distribution, relationships, and differences of consumer characteristics, behaviors, motivations, and needs, as well as to validate and test hypotheses and models of consumer behavior. The main methods of quantitative research are questionnaire, experiment, observation, statistics, modeling and so on. The advantage of quantitative research is that it can obtain reliable, valid, representative and general data, describe and measure the patterns and trends of consumer behavior, and verify and test the assumptions and models of consumer behavior. The disadvantages of quantitative research are the richness, detail, vividness and intuitiveness of the data, the simplicity and objectivity of data collection and analysis, and the ease of data presentation and interpretation. The main application scenarios for quantitative research are the following:

The size and potential of the market: Through quantitative research, we can understand the overall and segmented size and potential of the market, including the number of consumers, frequency, amount, share, growth rate and other indicators, as well as the saturation, competition, stability and other factors of the market, so as to determine the attractiveness and accessibility of the market.

Consumer characteristics and grouping: Through quantitative research, we can understand the basic and detailed characteristics of consumers, including consumer population, geography, psychology, behavior and other variables, as well as consumer demand, preference, satisfaction, loyalty and other indexes, so as to carry out consumer grouping and positioning.

Price and elasticity of products or services: through quantitative research, we can understand the price and elasticity of products or services, including the cost, profit, market price, reference price and other data of products or services, as well as the degree and direction of the impact of price changes on consumer demand, preference, satisfaction, loyalty, etc., so as to formulate a reasonable price strategy and optimize the price structure.

Case of quantitative research: Shangpu Consulting provides quantitative research services for a leading domestic e-commerce platform to help it understand consumers' usage and evaluation of its platform, as well as suggestions for improvement and optimization of its platform. Champ Consulting used a questionnaire method to survey a large number of consumers in the target market and collected a large amount of quantitative data. Through the analysis and processing of the data, Champ Consulting found the following key results:

Consumers have a high frequency of use and satisfaction with the e-commerce platform, but their loyalty and recommend to its platform are low. The main reason is that consumers have insufficient perception of the differentiation and advantages of its platform, and lack of trust and security on its platform.

Consumers have obvious differences in the use scenarios and needs of the e-commerce platform. Consumers can be divided into four groups according to their age, gender, income, education, region and other characteristics: young and fashionable, mature and stable, value rationality and quality pursuit. Each group has different preferences and expectations for the function, content, service and experience of the platform.

Consumers are sensitive to the price and elasticity of the e-commerce platform. Consumers' purchase intention and behavior are significantly affected by price changes. The increase or decrease of price will lead to changes in consumer demand and preference. The rationality and fairness of price will also affect consumer satisfaction and loyalty.

Based on these results, Champ Consulting made the following recommendations for the e-commerce platform:

Enhance the differentiation and advantages of the platform, highlight the characteristics and value of the platform, enhance the visibility and reputation of the platform, and increase the degree of fit and personalization between the platform and consumers.

According to the characteristics and grouping of consumers, customize the functions, content, services, experience and other aspects of the platform to meet the different needs of consumers, provide more shopping scenarios and experiences, and create more shopping value and fun.

Manage the price and elasticity of the platform, formulate a reasonable price strategy and optimize the price structure, consider the degree and direction of the impact of price changes on consumer demand, preference, satisfaction, loyalty, etc., and ensure the rationality and fairness of prices.

3. market analysis

Market analysis is a method of collecting and analyzing consumer data and information, as well as market environment and trends, through a combination of qualitative and quantitative research methods. The purpose of market analysis is to comprehensively assess the current and future of the market, identify market opportunities and threats, and formulate and adjust market goals and strategies. The main methods of market analysis are PEST analysis, SWOT analysis, five forces analysis, four P analysis, STP analysis, BCG matrix and so on. The advantage of market analysis is that it can obtain a comprehensive, systematic and dynamic market perspective, can make comprehensive use of qualitative and quantitative data and information, and can provide an effective basis for market decision-making and action. The disadvantages of market analysis are that the collection and analysis of data and information is complex and time-consuming, the quality and availability of data and information is more difficult to guarantee, and the presentation and interpretation of data and information is more difficult. There are several main application scenarios for market analysis:

Market entry and exit: Through market analysis, you can understand the market environment and trends, assess the attractiveness and accessibility of the market, identify market opportunities and threats, formulate and adjust market entry and exit goals and strategies, select and optimize market entry and exit methods and timing.

Competition and cooperation in the market: through market analysis, we can understand the structure and dynamics of the market, evaluate the degree of competition and cooperation in the market, identify competitors and partners in the market, formulate and adjust the objectives and strategies of competition and cooperation in the market, and select and optimize the form and content of competition and cooperation in the market.

Market development and innovation: through market analysis, we can understand the needs and changes of the market, evaluate the development and innovation of the market, identify the potential and gaps of the market, formulate and adjust the goals and strategies of market development and innovation, and select and optimize the direction and methods of market development and innovation.

Market Analysis Case: Shangpu Consulting provided market analysis services to a domestic emerging education technology company to help it understand the current situation and future of the domestic online education market, as well as formulate and adjust its market goals and strategies. Shangpu Consulting adopts the comprehensive use of qualitative research and quantitative research methods to conduct a comprehensive collection of market analysis methods for the environment, structure, needs, and changes of the domestic online education market, and the environment, structure, and needs of the domestic online education market., Changes, etc. have been comprehensively collected and analyzed, and the following key analyses have been obtained:

PEST analysis: Through PEST analysis, Champu Consulting assessed the political, economic, social and technological environmental factors of the domestic online education market and found the following important impacts:

Political aspect: the state attaches great importance to and supports education, which provides policy guidance and guarantee for online education, and also puts forward requirements and supervision for the quality and standardization of online education, which provides opportunities and challenges for the development of online education.

Economic aspect: the country's economic growth and social development provide the market demand and potential for online education, and at the same time put pressure and test on the price and competition of online education, which provides the driving force and difficulty for the development of online education.

Social aspects: the country's demographic structure and educational concept provide the basis and diversity of users for online education, and at the same time put forward expectations and preferences for the content and form of online education, providing resources and direction for the development of online education.

In terms of technology: the country's scientific and technological innovation and informatization provide platform support and advantages for online education, but also put forward challenges and standards for the function and experience of online education, and provide conditions and motivation for the development of online education.

SWOT Analysis: Through SWOT analysis, Shangpu Consulting assessed the strengths, weaknesses, opportunities and threats of the education technology company in the domestic online education market and found the following important impacts:

Advantages: The education technology company has strong technical strength and innovation capabilities, provides high-quality and efficient online education products and services, meets the diversified and personalized learning needs of users, and wins the trust and love of users.

Disadvantages: The education technology company lacks brand awareness and reputation, and is facing fierce market competition and user loss. It needs to strengthen brand building and marketing promotion to enhance brand influence and loyalty.

Opportunity: The education technology company is facing the rapid development and huge potential of the domestic online education market. It can use the country's policy support and market demand to expand market scale and share, and improve market position and revenue.

Threat: The education technology company is facing the uncertainty and variability of the domestic online education market. It needs to respond to national policy adjustments and market trends, prevent challenges from competitors and changes in users, and maintain market stability and innovation.

Four-P analysis: Through the four-P analysis, Shangpu Consulting evaluated the strategy and effect of the education technology company in terms of products, prices, channels and promotions in the domestic online education market, and found the following important impacts:

Products: The educational technology company provides a variety of types and forms of online education products and services, covering users of different ages and stages, including online courses, online tutoring, online examinations, online certificates, etc., with high quality and functionality, in line with the learning needs and preferences of users.

Price: The education technology company adopts a variety of methods and forms of price strategies, including charging by class hour, charging by course, charging by package, charging by member, etc., which has high flexibility and rationality, and is in line with the user's ability to pay And willingness.

Channel: The education technology company has adopted a variety of ways and forms of channel strategies, including websites, APP, WeChat, Weibo, etc., which have high coverage and convenience, and are in line with users' habits and experiences.

Promotion: The educational technology company adopts a variety of ways and forms of promotion strategies, including advertising, recommend, offers, activities, etc., which are highly attractive and motivating and meet the concerns and motivations of users.

Based on these analyses, Champu Consulting made the following recommendations for the education technology company:

Strengthen the image and cultural dissemination of the brand, highlight the characteristics and value of the brand, enhance the popularity and reputation of the brand, and increase the degree of fit and personalization between the brand and the user.

Enrich the types and forms of products and services, meet the diverse and personalized learning needs of users, provide more learning scenarios and experiences, and create more learning value and fun.

Manage the strategy and structure of price and elasticity, formulate reasonable price strategy and optimize price structure, consider the degree and direction of price change on user demand, preference, satisfaction, loyalty, etc., and ensure the rationality and fairness of price.

Establish channels and promotion platforms and communities, promote user communication and interaction, increase user participation and loyalty, expand user reputation and recommend, and form loyal fans and disseminators of the brand.

Conclusion：

Consumer research is one of the most widely used methods in the field of market research, which can help enterprises understand the characteristics, behavior, motivation and needs of consumers, so as to formulate effective market strategies. Consumer research methods vary, but can be broadly divided into three types: qualitative research, quantitative research and market analysis. Each type of method has its definition, purpose, method, advantages and disadvantages and application scenarios. Enterprises should select and combine suitable methods according to their own goals and situations to conduct effective consumer research. As a professional market research organization, Shangpu Consulting has rich experience and ability in consumer research. It provides customers in all walks of life with high-quality and efficient consumer research services to help customers understand consumers,