Definition and significance of 1. consumer research

Consumer research refers to the process by which companies collect, analyze and interpret consumer information to understand consumer needs, preferences, satisfaction, loyalty, behavior and attitudes, so as to provide a basis and recommendations for corporate decision-making. Consumer research is an important part of market research, but also the core link of enterprise marketing. The significance of consumer research is mainly reflected in the following aspects:

-Consumer research can help companies understand the needs and potential of the market, as well as consumers' purchasing motives and behavior patterns, so as to formulate reasonable product or service positioning, pricing strategies, distribution channels and promotion methods.

-Consumer research can help companies evaluate the quality and effectiveness of products or services, as well as consumer satisfaction and loyalty, so as to discover the advantages and disadvantages of products or services, and make suggestions for improvement and innovation.

-Consumer research can help companies identify and segment different consumer groups, as well as understand the characteristics and needs of each group, so as to achieve differentiated marketing, increase market share and profit margins.

-Consumer research can help enterprises to explore and predict the changing trend of consumer demand and preference, as well as the development direction of the market, so as to provide basis and guidance for the development and launch of new products.

-Consumer research can help companies establish and maintain good relationships with consumers, enhance their brand image and reputation, and enhance consumer trust and loyalty.

Types and characteristics of 2. consumer research

There are many types and methods of consumer research, which can be divided into the following five types according to different purposes and objects: satisfaction research, loyalty research, preference research, market segmentation research and new product development research. The following describes the characteristics, advantages, and limitations of each type, as well as the applicable scenarios and cases.

1. Satisfaction survey

Satisfaction survey refers to a type of consumer survey in which enterprises evaluate the quality and effectiveness of products or services, as well as consumers' expectations and feelings by measuring and analyzing consumers' satisfaction with products or services. The characteristics, advantages and limitations of the satisfaction survey are as follows:

-Features: Satisfaction survey mainly adopts quantitative methods, such as questionnaire survey, telephone interview, network survey, etc., through the design of a series of satisfaction indicators and scales, to collect consumers' overall satisfaction with products or services, as well as data on satisfaction with various aspects (such as function, performance, appearance, price, service, etc.). The results of satisfaction surveys are usually presented in the form of percentages or scores, such as satisfaction index, satisfaction score, satisfaction ranking, etc.

-Advantages: The advantage of satisfaction survey is that it can objectively reflect the quality and effect of products or services, as well as consumers' expectations and feelings, so as to provide enterprises with the basis and direction for improvement and optimization. Satisfaction surveys can also help companies monitor and compare the performance of their own and competitors' products or services, as well as consumer loyalty and conversion rates, thereby increasing their competitiveness and market share.

-Limitations: The limitation of satisfaction survey is that satisfaction is a subjective concept, which is influenced by consumers' personal characteristics, psychological state, environmental factors, etc. Therefore, the measurement and analysis of satisfaction needs to consider the influence of these factors to improve the accuracy and effectiveness of satisfaction survey. Satisfaction research also needs to pay attention to avoid over-emphasis and misunderstanding of satisfaction, because satisfaction does not necessarily equal loyalty or preference, nor can it predict consumer behavior and attitude.

-Applicable scenarios: Satisfaction surveys are applicable to scenarios where companies want to understand and evaluate the quality and effectiveness of products or services, as well as consumers' expectations and feelings, such as the listing, improvement, update, and maintenance of products or services.

-Case: Champu Consulting conducted a satisfaction survey for an automobile manufacturer to understand consumers' satisfaction with a new mid-size sedan and their satisfaction with various aspects (such as appearance, performance, safety, comfort, price, etc.). Through an online survey, Shangpu Consulting sent a questionnaire containing multiple satisfaction indicators and scales to consumers who bought the car, and collected a large amount of data. Champ Consulting conducted statistics and analysis of the data, and concluded that the overall satisfaction index of this car is 78%, which is higher than 75% of the industry average, but lower than 80% of competitors. Champ Consulting also found that consumers are more satisfied with the appearance and performance of the car, at 85% and 82%, respectively, while the satisfaction with safety and comfort is lower, at 72% and 69%, respectively. Based on the results of the satisfaction survey, Champ Consulting made the following recommendations for automakers:

-In the promotion and promotion of products, highlight the advantages of product appearance and performance, and increase consumers' awareness and interest.

-In the improvement and optimization of products, focus on the safety and comfort of products to improve consumer trust and satisfaction.

-In the pricing and promotion of products, consider consumers' budgets and expectations, formulate reasonable pricing strategies and preferential activities, and improve consumers' willingness to buy and loyalty.

2. Loyalty Research

Loyalty research is a type of consumer research in which companies measure and analyze consumer loyalty to products or services to assess consumer behavior and attitudes toward repeat purchases, recommend, maintenance, and defense. The characteristics, advantages and limitations of loyalty research are as follows:

Features: Loyalty research mainly uses a combination of quantitative and qualitative methods, such as questionnaires, in-depth interviews, focus groups, etc., through the design of a series of loyalty indicators and scales, to collect consumers' overall loyalty to products or services, And the data of loyalty to various aspects (such as satisfaction, preference, trust, commitment, recommend, etc.). The results of loyalty research are usually presented in the form of percentages or scores, such as loyalty index, loyalty score, loyalty ranking, etc.

Advantages: The advantage of loyalty research is that it can deeply reflect the behavior and attitude of consumers towards products or services, as well as the needs and expectations of consumers, so as to provide the basis and direction for enterprises to establish and maintain long-term relationships with consumers. Loyalty research can also help companies identify and cultivate high-value consumers, as well as prevent and reduce consumer churn and conversion, thereby increasing profitability and market share.

Limitations: The limitation of loyalty research is that loyalty is a complex concept, which is influenced by consumers' personal characteristics, psychological state, environmental factors, etc., so the measurement and analysis of loyalty needs to consider the influence of these factors to improve the accuracy and effectiveness of loyalty research. Loyalty research also needs to be careful to avoid over-emphasis and misunderstanding of loyalty, because loyalty does not necessarily equal satisfaction or preference, nor does it necessarily guarantee consumer behavior and attitude.

Application scenarios: Loyalty research is suitable for scenarios where companies want to understand and evaluate consumers' behaviors and attitudes towards products or services, as well as consumers' needs and expectations, such as product or service maintenance, updates, upgrades, and exchanges.

Case: Shangpu Consulting conducted loyalty research for an e-commerce platform to understand consumers' loyalty to its platform and their loyalty to various aspects (such as products, prices, services, logistics, payment, etc.). Through online surveys and in-depth interviews, Shangpu Consulting sent a questionnaire containing multiple loyalty indicators and scales to consumers who had purchased products on the platform, and invited some consumers to participate in a focus group Discussion, collected a large amount of data. Champ Consulting conducted statistics and analysis of the data, and concluded that the overall loyalty index of the platform is 82%, which is higher than the industry average of 78%, but lower than the competitor's 85%. Shangpu Consulting also found that consumers are more loyal to the platform's products and services, 88% and 86% respectively, while the loyalty to price and logistics is lower, 76% and 74% respectively. According to the results of the loyalty survey, Shangpu Consulting put forward the following suggestions for the e-commerce platform:

-In the promotion and promotion of the platform, highlight the advantages of the platform's products and services, and increase consumer awareness and trust.

-In the improvement and optimization of the platform, focus on the lack of price and logistics of the platform to improve consumer satisfaction and loyalty.

-In the pricing and promotion of the platform, consider consumers' budgets and expectations, formulate reasonable pricing strategies and preferential activities, and improve consumers' willingness to buy and loyalty.

-In the relationship management of the platform, establish and maintain long-term relationships with consumers, provide personalized services and communication, and increase consumers' commitment and recommend.

3. Preference research

Preference research refers to a type of consumer research in which companies measure and analyze consumers' preferences for products or services to evaluate consumers' choices, purchases, uses, and recommend behaviors and attitudes. The characteristics, advantages and limitations of preference research are as follows:

Features: Preference research mainly uses a combination of quantitative and qualitative methods, such as questionnaires, in-depth interviews, focus groups, etc., through the design of a series of preference indicators and scales to collect consumers' overall preference for products or services, as well as data on preferences in various aspects (such as function, performance, appearance, price, service, etc.). The results of preference surveys are usually presented as percentages or scores, such as preference indices, preference scores, preference rankings, and so on.

Advantages: The advantage of preference research is that it can deeply reflect the motivations and reasons for consumers' choice and purchase of products or services, as well as consumers' needs and expectations, so as to provide enterprises with the basis and direction for formulating and optimizing marketing strategies. Preference research can also help companies monitor and compare the performance of their own and competitors' products or services, as well as consumer satisfaction and loyalty, thereby improving their competitiveness and market share.

Limitations: The limitation of preference research is that preference is a subjective concept that is influenced by consumers' personal characteristics, psychological state, environmental factors, etc. Therefore, the measurement and analysis of preference needs to consider the influence of these factors in order to improve the accuracy and effectiveness of preference research. Preference research also needs to be careful to avoid over-emphasis and misunderstanding of preference, because preference does not necessarily equal satisfaction or loyalty, nor does it necessarily predict consumer behavior and attitudes.

Application scenarios: Preference research is applicable to scenarios where companies want to understand and evaluate consumers' motivations and reasons for choosing and purchasing products or services, as well as consumers' needs and expectations, such as product or service listings, improvements, updates, and exchanges.

Case: Champu Consulting conducted a preference survey for a mobile phone manufacturer to understand consumers' preference for a new smartphone and their preference for various aspects (such as function, performance, appearance, price, service, etc.). Through online surveys and in-depth interviews, Champ Consulting sent a questionnaire containing multiple preference indicators and scales to consumers in the target market of the mobile phone, and invited some consumers to participate in a focus group Discussion, collected a large amount of data. Champ Consulting conducted statistics and analysis of the data, and concluded that the overall preference index of the mobile phone is 86%, which is higher than the industry average of 82%, and also higher than the competitor's 84%. Champ Consulting also found that consumers have a high preference for the function and performance of mobile phones, 92% and 90% respectively, while their preference for appearance and price is low, 80% and 78% respectively. Based on the results of the preference survey, Champu Consulting has made the following recommendations for mobile phone manufacturers:

-In the promotion and promotion of products, highlight the advantages of product functions and performance, and increase consumers' awareness and interest.

-In the improvement and optimization of products, focus on the appearance and price of products to improve consumer satisfaction and preference.

-In the pricing and promotion of products, consider consumers' budgets and expectations, formulate reasonable pricing strategies and preferential activities, and improve consumers' willingness and preference to buy.

-In product relationship management, establish and maintain long-term relationships with consumers, provide personalized services and communication, and increase consumer trust and recommend.

4. Market Segment Research

Segment research refers to a type of consumer research in which companies collect and analyze consumer characteristics, needs, preferences, behaviors, and attitudes to identify and classify different consumer groups, as well as to understand the characteristics and needs of each group. The characteristics, advantages and limitations of market segmentation research are as follows:

Features: Market segmentation research mainly uses a combination of quantitative and qualitative methods, such as questionnaires, in-depth interviews, focus groups, etc., through the design of a series of market segmentation indicators and scales, to collect consumer characteristics, needs, preferences, behavior and attitudes and other information. The results of market segment research are usually presented in the form of charts or reports, such as the number, size, structure, characteristics, demand, etc. of the market segment.

Advantages: The advantage of market segmentation research is that it can help companies understand and grasp the diversity and complexity of the market, as well as the differences and personalization of consumers, so as to provide companies with the basis and direction for differentiated marketing. Segment research can also help companies identify and explore potential or overlooked market opportunities, as well as meet and create consumer demand, thereby increasing their competitiveness and market share.

Limitations: The limitation of market segmentation research is that the division and selection of market segments need to consider multiple factors, such as market measurability, accessibility, service, sustainability, etc., as well as the company's goals, resources, and capabilities. Therefore, the division and selection of market segments require comprehensive evaluation and decision-making to improve the effectiveness and practicality of market segmentation research. Market segmentation research also needs to pay attention to avoid excessive division and neglect of market segments, because market segments are not fixed and isolated, but dynamic and interrelated, and need to be adjusted and adjusted according to market changes and consumer feedback. update.

Applicable scenarios: Market segmentation research is applicable to scenarios where companies want to understand and grasp the diversity and complexity of the market, as well as consumer differences and personalization, such as product or service positioning, development, promotion, and maintenance.

Case: Champu Consulting once conducted market segmentation research for a cosmetics brand, with the purpose of understanding and dividing different consumer groups in the cosmetics market, as well as understanding the characteristics and needs of each group. Through online surveys and in-depth interviews, Champ Consulting sent a questionnaire containing multiple market segment indicators and scales to potential or existing consumers in the cosmetics market, and invited some consumers to participate in a Focus group discussion and collected a lot of information. Shangpu Consulting conducted statistics and analysis of the information, and obtained the number, scale, structure, characteristics, and demand of the cosmetics market segments. Shangpu Consulting found that the cosmetics market can be divided into the following four main market segments according to consumers' age, gender, income, education, occupation, region, lifestyle, personality, values and other factors:

Young women's market: The consumers in this market are mainly women aged 18-25. They have a high level of education and income. They like fashionable and trendy cosmetics. They pay attention to the brand, function, appearance, price and other factors of cosmetics. The demand and preference are strong, the frequency and quantity of cosmetics are high, and the loyalty and recommend of cosmetics are low.

Mature female market: the consumers in this market are mainly women aged 26-40, with high education level and income level, like high-quality and high-effect cosmetics, pay attention to the brand, function, safety, service and other factors of cosmetics, the demand and preference for cosmetics are relatively stable, the frequency and quantity of cosmetics are moderate, and the loyalty and recommend of cosmetics are high.

Middle-aged and elderly women's market: The consumers in this market are mainly women aged 41-60. They have a lower education level and income level. They like cosmetics for maintenance and skin care. They pay attention to the brand, function, safety, service and other factors of cosmetics. The demand and preference for cosmetics are weak, the frequency and quantity of cosmetics are low, and the loyalty and recommend of cosmetics are low.

Male market: the consumers in this market are mainly men aged 18-40, with higher education level and income level, like simple and practical cosmetics, pay attention to the brand, function, safety, service and other factors of cosmetics, the demand and preference for cosmetics are relatively new, the frequency and quantity of cosmetics are low, and the loyalty and recommend of cosmetics are low.

According to the results of market segment research, Shangpu Consulting has made the following suggestions for cosmetics brands:

In the positioning and development of products, according to the characteristics and needs of different market segments, design and launch cosmetics in line with various groups, such as fashion and trend cosmetics for young women market, high-quality and high-effect cosmetics for mature women market, maintenance and skin care cosmetics for middle-aged and elderly women market, simple and practical cosmetics for men market.

-In the promotion and maintenance of products, according to the characteristics and needs of different market segments, design and implement marketing strategies that meet the needs of various groups, such as fashion and trend marketing strategies for the young female market, high-quality and high-effect marketing strategies for the mature female market, maintenance and skin care marketing strategies for the middle-aged and elderly female market, and simple and practical marketing strategies for the male market.