Consumer research refers to the process of collecting, analyzing and explaining consumers' needs, preferences, attitudes, behaviors and other information through various ways. it is an important basis for enterprises to formulate market strategies, develop new products, improve service quality, enhance brand image and enhance market competitiveness. Consumer research can help companies identify and analyze target markets and target consumers, determine market opportunities and competitive advantages; evaluate and predict market demand and potential, and formulate reasonable market size and share goals; understand consumers' purchasing motives, decision-making processes, Purchase behavior and use behavior, design products and services that are more in line with consumer needs and expectations; understand consumers' attitudes, perceptions, satisfaction and loyalty to brands, products and services, establish and maintain a good brand image and reputation; understand consumers' reactions and influences on the market environment, competitors, marketing activities, etc., and optimize marketing Mix and resource allocation; discover consumers' new needs, new trends, new problems, etc., and provide inspiration and direction for product innovation and market expansion.

However, when many enterprises conduct consumer research, there are some misunderstandings, which lead to inaccurate, unreliable and impractical results, and even cause waste and loss of resources. According to the practical experience of Shangpu Consulting, the five major misconceptions of corporate consumer research are:

1. The objectives are not clear. Some enterprises do not have a clear purpose and problem when conducting consumer research, just to meet the requirements of superiors or customers, or to collect some superficial data, without thinking deeply about the significance and value of the research. Such research often lacks pertinence and effectiveness, and cannot provide useful information and suggestions for enterprise decision-making. Therefore, before conducting consumer research, companies should clarify the goals of the research, that is, what problems to solve, what answers to get, what effects to achieve, what needs to meet, and what decisions to support. At the same time, companies should also clarify the scope of research, that is, which consumers to study, which categories to involve, which markets to cover, which variables to examine, and which factors to control. Only clear objectives can ensure the direction and quality of research.

2. The method is not appropriate. Some companies do not choose the right method when conducting consumer research, but blindly imitate or follow the trend, or just use a single method instead of using multiple methods. Such research often lacks science and objectivity, and cannot provide comprehensive information and evidence for the decision-making of enterprises. Therefore, when conducting consumer research, enterprises should choose the appropriate method, that is, according to the objectives, scope, content, time, cost and other factors of the research, comprehensively consider the advantages and disadvantages of various methods, choose the most suitable method for themselves, or combine a variety of methods to improve the efficiency and effectiveness of the research. At the same time, enterprises should also pay attention to the implementation of the method, that is, to follow the principles and norms of the method, to ensure the correctness and effectiveness of the method, to avoid the misuse and abuse of the method. Only when the method is appropriate can the reliability and validity of the research be guaranteed.

3. The sample does not represent. Some companies do not have a good grasp of the choice of samples when conducting consumer research. They just randomly find some people or institutions, or just rely on their own customers or users, without considering the representativeness and adequacy of the samples. Such research often lacks universality and generality, and cannot provide strong information and support for enterprise decision-making. Therefore, when conducting consumer research, enterprises should grasp the selection of samples, that is, according to the objectives, scope, content, methods and other factors of the research, determine the type, quantity, source, distribution and other characteristics of the samples, select the samples that best reflect the overall characteristics and changes, or use reasonable sampling methods to improve the representativeness and adequacy of the samples. At the same time, enterprises should also pay attention to the quality of the sample, that is, to ensure the authenticity and validity of the sample, to avoid the deviation and failure of the sample. Only sample representatives can ensure the universality and generality of the research.

The data is not analyzed. Some companies do not adequately analyze the data when conducting consumer research, simply summarize or describe it, or simply use some basic statistical methods without using more in-depth analysis. Such research often lacks depth and insight, and cannot provide valuable information and suggestions for enterprise decision-making. Therefore, when conducting consumer research, enterprises should fully analyze the data, that is, according to the objectives, scope, content, methods and other factors of the research, determine the purpose, level, angle, method and other elements of the analysis, use the analysis method that can best reveal the connotation and law of the data, or comprehensively use a variety of analysis methods to improve the depth and insight of the analysis. At the same time, enterprises should also pay attention to the quality of the analysis, that is, to ensure the logic and rationality of the analysis, to avoid the analysis of errors and bias. Only data analysis can ensure the usefulness and significance of research.

5. Results do not apply. After conducting consumer research, some enterprises do not apply the results effectively, but put the results aside or report them formally, or apply the results unilaterally, without considering the applicability and feasibility of the results. without effective adjustment and improvement according to the results. Such research often lacks effectiveness and value, and cannot provide strong information and support for enterprise decision-making. Therefore, after conducting consumer research, enterprises should apply the results effectively, that is, according to the objectives, scope, content, methods and other factors of the research, determine the form, content, object, method and other elements of the results, use the form that can best convey and display the results, or comprehensively use a variety of forms to improve the readability and visibility of the results. At the same time, enterprises should also pay attention to the feedback of the results, that is, to ensure the timeliness and effectiveness of the results, to avoid the delay and waste of the results. Only the application of the results can ensure the practicability and value of the research.

The above is the analysis of the five misunderstandings and breakthroughs in the research of enterprise consumers, hoping to be helpful to the research of enterprise consumers. As a professional market research and consulting agency, Shangpu Consulting has rich consumer research experience and cases, and provides high-quality consumer research services for many well-known companies to help companies better understand consumers and better satisfy Consumers, better win the market. If you have any consumer research needs or questions, welcome to contact us, we will be happy to serve you.