1. clarify the purpose and object of research

The first step in consumer research is to clarify the purpose and object of the research. The purpose of the survey refers to the information and answers that the company wants to get through the survey, such as market size, consumer demand, competitors, product satisfaction, etc. The purpose of the research should be specific, clear and quantifiable in order to design the research plan and evaluate the research effect. The research object refers to the consumer group that the enterprise wants to know, such as age, gender, income, region, purchase behavior, etc. The research object should be representative, accessible and distinguishable, so as to select the appropriate sample and collect effective data.

For example, Shangpu Consulting Group conducted consumer research for an automaker to help it understand the needs and preferences of new energy vehicles in the Chinese market. In this process, Shangpu Consulting Group has made it clear that the purpose of the survey is to analyze the characteristics, motivation, attitude, behavior and satisfaction of new energy vehicle consumers in the Chinese market, and to provide suggestions on product development and marketing strategies for automakers. At the same time, Shangpu Consulting Group has determined that the research objects are: consumers who have purchased or intend to purchase new energy vehicles in the past year, as well as potential consumers who have a certain understanding and interest in new energy vehicles. By clarifying the purpose and object of research, Shangpu Consulting Group provides targeted and valuable consumer research services for automobile manufacturers.

2. selection of appropriate research methods and tools

The second step in consumer research is to choose the right research methods and tools. Research methods refer to the methods used by companies to collect and process consumer information, such as questionnaires, in-depth interviews, focus groups, laboratory tests, etc. Research methods should be based on the purpose of the survey and the characteristics of the object, choose the most appropriate way to ensure the quality and efficiency of the data. Research tools are equipment and software used by companies to assist in research methods, such as telephones, computers, tape recorders, cameras, statistical software, and analysis software. The research tool should select the most appropriate equipment and software according to the requirements of the research method to improve the accuracy and reliability of the data.

For example, Shangpu Consulting Group conducted consumer research for a cosmetics brand to help it understand the needs and preferences of skin care products in the Chinese market. In this process, Shangpu Consulting Group chose two research methods, questionnaire survey and in-depth interview, which were used to collect consumers' basic information and deep-seated feelings and opinions respectively. At the same time, Shangpu Consulting Group uses two research tools, electronic questionnaires and online interviews, which are used to facilitate consumers to fill in questionnaires and communicate remotely. By selecting appropriate research methods and tools, Shangpu Consulting Group provides efficient and comprehensive consumer research services for cosmetics brands.

3. analysis and application of research results

The third step in consumer research is to analyze and apply the findings. Research results refer to consumer information and data collected and processed by enterprises through research methods and tools, such as consumer characteristics, needs, preferences, satisfaction, etc. The research results should be refined through professional analysis methods to produce meaningfulConclusionand recommendations, in order to facilitate enterprises to develop appropriate strategies and measures. The research results should also be transformed into the actual actions and results of the enterprise through effective application methods to enhance the market performance and competitiveness of the enterprise.

For example, Shangpu Consulting Group conducted consumer research for a restaurant chain brand to help it understand the fast food demand and preferences in the Chinese market. In this process, Shangpu Consulting Group through professional statistical analysis and market analysis, for the restaurant chain brand to provide the following pointsConclusionAnd suggestions: first, fast food consumers in the Chinese market are mainly young people, paying attention to the quality, hygiene, taste and price of fast food; second, fast food consumers in the Chinese market have a high acceptance of new products and ideas, and like to try different flavors and forms; third, fast food consumers in the Chinese market pay more and more attention to the nutrition and health of fast food, and tend to choose low-fat, low-sugar, high-protein fast food. based on theseConclusionAnd suggestions, catering chain brands have taken the following measures: first, to improve the quality and hygiene standards of fast food to ensure the freshness and safety of fast food; second, to launch new products and creative dishes to meet the diversified needs and curiosity of consumers; third, to increase the nutrition and health elements of fast food to meet the health awareness and preferences of consumers. By analyzing and applying the research results, restaurant chain brands have successfully improved consumer satisfaction and loyalty, and increased market share and revenue.

Conclusion

Consumer research is an important way for enterprises to obtain market information and optimize business strategies, but it is also a job that requires professional knowledge and skills. From a professional point of view, this paper provides three consumer research suggestions for enterprises, namely: clear research purpose and object, select the appropriate research methods and tools, analysis and application of research results. This paper also combined with the actual case of the Shangpu Consulting Group to show the value and effect of consumer research.