Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level and other basic characteristics. The study of realizing one's own wishes and needs through the stages of cognition, attitude, motivation, choice, decision-making, purchase and use. Consumer research is one of the important methods of market research, which can help enterprises to understand the needs, preferences, behavior and satisfaction of consumers, so as to formulate effective market strategies. However, the quality and effect of consumer research largely depends on the participation and response rate of the survey, that is, whether consumers are willing to participate in the survey and whether they can answer the survey questions truthfully, completely and accurately. Therefore, how to improve the participation and response rate of consumer research is an important and challenging problem for market researchers.

From the design, implementation and analysis of consumer research, this paper puts forward some skills to improve the participation and response rate of consumer research, including: defining the purpose and object of research, selecting appropriate research methods and channels, designing concise, interesting and valuable research content, providing reasonable incentive and feedback mechanism, and ensuring the credibility and privacy of research, as well as the use of data analysis and visualization tools to improve the efficiency and effectiveness of research. Taking Shangpu Consulting Company as an example, this paper introduces some successful practices and cases adopted by the company in conducting consumer research, with a view to providing reference and reference for other enterprises and institutions.

1. clarify the purpose and object of research

The first step of consumer research is to clarify the purpose and object of the research, that is, to answer the questions of "why do research" and "who to research. The purpose of a survey is the rationale, significance and desired outcome of the survey, which determines the scope, content and methodology of the survey. Survey subjects are the target population of the survey, I .e., consumers who want to understand their needs, preferences, behavior, and satisfaction. Clarifying the purpose and object of the research will help to improve the pertinence and effectiveness of the research, avoid doing useless or repeated research, save time and cost, and at the same time help to improve the participation and response rate of consumers. because consumers will feel the importance and value of research, so they are more willing to cooperate and support research.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. When conducting consumer research, the company always defines the purpose and object of the research according to the needs and problems of customers, so as to formulate an appropriate research plan. For example, the company once conducted consumer research for a baby products brand. The purpose of the research was to understand the brand's market situation, target consumer situation, competitor situation, and consumer awareness of the brand, use and purchase habits, A series of indicators such as satisfaction evaluation, media habits, and attitudes towards marketing activities, so as to provide the brand with market strategy suggestions and optimization plans. The subjects of the survey are parents who have used or intend to use the brand's baby products, mainly concentrated in middle-and high-income families in first-tier and second-tier cities. By clarifying the purpose and target of research, Shangpu Consulting is able to design and execute research more effectively, providing valuable data and analysis to clients.

2. selection of appropriate research methods and channels

The second step of consumer research is to choose appropriate research methods and channels, that is, to answer the questions of "how to do research" and "how to do research. Research methods refer to the technology and means of collecting and analyzing consumer information, which includes qualitative analysis and quantitative analysis. Qualitative analysis refers to the exploration and understanding of the causes and processes of consumer motivations, attitudes, feelings and behaviors through unstructured methods, such as focus groups, in-depth interviews, observational methods, and experimental methods. Quantitative analysis refers to the measurement and evaluation of consumer characteristics, behavior and satisfaction levels and differences through structured methods, such as questionnaires, experimental designs, mathematical statistics, etc. Research channels refer to the media and platforms that transmit and receive consumer information, including traditional face-to-face, telephone, mail and other methods, as well as modern Internet, mobile phones, social media and other methods. Choosing appropriate research methods and channels will help to improve the quality and efficiency of research, obtain more, more accurate, more useful and more in-depth consumer information, and also help to improve consumer participation and response rate, because consumers will feel the rationality and convenience of research, so as to participate in and respond to research more actively.

When choosing research methods and channels, Shangpu Consulting always flexibly uses the combination of qualitative analysis and quantitative analysis, as well as the combination of traditional and modern analysis, according to the purpose and object of research, as well as the actual situation of the market, so as to achieve the best research results. For example, the company once conducted consumer research for a car brand. The purpose of the research was to understand the brand's market share, the characteristics of target consumers, consumers' cognition of the brand, use and purchase habits, satisfaction evaluation, A series of indicators such as loyalty level and willingness to refer to the brand, so as to provide market strategy suggestions and optimization plans for the brand. The subjects of the survey are consumers who have bought or intend to buy cars of this brand, mainly concentrated in middle-and high-income families in first-tier and second-tier cities. When conducting research, the company used a variety of research methods and channels, including: collecting a large amount of consumer data through online questionnaire surveys, in-depth understanding of consumers' motivations and feelings through telephone interviews and focus groups, and through observation and experimental methods Test consumer behavior and reaction, and analyze consumer evaluation and opinions through social media and word-of-mouth. By selecting the right research methods and channels, Shangpu Consulting can collect and analyze consumer information more comprehensively, providing customers with valuable data and analysis.

3. design simple, interesting and valuable research content

The third step of consumer research is to design simple, interesting and valuable research content, that is, to answer the questions of "what questions to ask" and "how to ask questions. Research content refers to the topics, questions and options of research, which determines the amount and quality of research. The design of concise, interesting and valuable research content helps to improve the clarity and attractiveness of the research, reduce the burden and boredom of consumers, and increase the interest and motivation of consumers, so as to improve the participation and response rate of consumers.

When designing the research content, Shangpu Consulting Company always follows the following principles: first, it is consistent with the research purpose and object, that is, only ask questions related to the research, helpful to the research, and in line with the characteristics of the research object, and avoid asking irrelevant, useless and unsuitable questions; second, it is simple and clear, that is, to express clear meaning in simple and easy-to-understand language, avoid using complex, vague, ambiguous, professional, and sensitive words; the third is logical, that is, according to a certain order and structure, from general to specific, from simple to complex, from surface to deep, gradually guide Consumers answer questions to avoid jumping, repetitive, conflicting, and irrelevant questions; the fourth is interesting, that is to use creative, emotional, and interactive methods to stimulate consumers' curiosity, interest, and participation, and avoid using monotonous, boring, and boring methods; fifth, it is valuable, that is, let consumers Feel the meaning and value of answering questions, give consumers appropriate rewards and feedback, and avoid making consumers feel that they are wasting time and energy.

For example, the company once conducted consumer research for a catering brand. The purpose of the research was to understand the brand's market conditions, target consumer conditions, and competitor conditions, as well as consumers' cognition, use and purchase habits, and satisfaction of the brand. A series of indicators such as evaluation, loyalty level, and willingness to refer, so as to provide market strategy suggestions and optimization plans for the brand. The target of the survey is consumers who have consumed or intend to consume the brand's catering, mainly concentrated in young people in first-tier and second-tier cities. The company used the following techniques when designing the research content: First, use interesting headlines and opening remarks, such as "Do you also like to eat XX brand delicacies? Come and participate in our research, tell us what you think, and have a chance to win exquisite gifts!"; The second is to use simple language and charts, such as "please use 1-5 points to evaluate your satisfaction with XX brand in the following aspects. 1 point means very dissatisfied and 5 points means very satisfied."; The third is to use a logical sequence and structure, such as asking the basic information of consumers first, such as age, gender, income, etc., then asking the consumer's consumption behavior, such as consumption frequency, consumption amount, consumption occasion, etc., then asking the consumer's consumption motivation and feeling, such as consumption reason, consumption experience, consumption evaluation, etc., and finally asking the consumer's consumption loyalty and introduction intention, such as the intention to consume again, the intention to recommend to friends, etc.; The fourth is to use creative questions and options, such as "if you were the boss of XX brand, what would you do?", "Which dish of XX brand do you like best?", "What do you think is the characteristic of XX brand waiters?", "What do you think are the advantages and disadvantages of XX brand menu design?", "What do you think of the environmental atmosphere of the XX brand?", "Do you think the price of XX brand is reasonable?", "What do you think XX brand marketing activities attractive?", "What do you think of the reputation of XX brand?", "What do you think are the competitive advantages and disadvantages of XX brand?", "What do you think XX brand can improve?", and so on; the fifth is to use valuable rewards and feedback, such as "thank you for participating in our research, your opinion is very important to us, we will continue to improve our products and services based on your feedback, to provide you with a better consumer experience. In return, we will draw 10 lucky people from all the participants and send out XX brand coupons, each worth 100 yuan. You can use them in any XX brand store, valid for one month. We will notify the winners by phone or text message within one week after the survey. Please keep your contact information open. Thank you again for your support and trust. We look forward to your next cooperation." Wait.

By designing concise, interesting and valuable research content, Shangpu Consulting can more effectively attract and motivate consumers to participate in and respond to research, and provide customers with valuable data and analysis.

4. provide reasonable incentive and feedback mechanism

The fourth step of consumer research is to provide a reasonable incentive and feedback mechanism, that is, to answer the questions of "how to encourage consumers to participate in the research" and "how to repay consumers' participation. Incentive mechanism refers to the motivation and willingness of consumers to participate in research by providing certain material or spiritual rewards before or during the research. The feedback mechanism refers to the provision of certain information or services after or during the survey to thank and reward consumers for their contribution and value in participating in the survey. Providing a reasonable incentive and feedback mechanism will help to improve the participation and response rate of consumer research, because consumers will feel the benefits and respect of the research, so as to participate in and respond to the research more actively.

When providing incentives and feedback mechanisms, Shangpu Consulting always flexibly uses various forms and methods according to the purpose and object of research, as well as the actual situation of the market, so as to achieve the best research results. For example, the company once conducted consumer research for an electronic product brand. The purpose of the research was to understand the brand's market status, target consumer status, competitor status, and consumers' awareness of the brand, use and purchase habits, A series of indicators such as satisfaction evaluation, loyalty level, and referrals willingness, so as to provide the brand with market strategy suggestions and optimization plans. The target of the survey is consumers who have used or intend to use the brand's electronic products, mainly concentrated in young people in first-tier and second-tier cities. The company uses the following techniques when providing incentives and feedback mechanisms: First, provide attractive prizes, such as "Participate in our research and have a chance to win the brand's latest electronic products. Each questionnaire has a chance to draw., Come and try your luck!"; The second is to provide valuable information, such as "Thank you for participating in our research. Your opinion is very important to us. We will continue to improve our products and services based on your feedback to provide you with a better consumer experience. At the same time, we have also prepared for you a copy of the brand's latest product catalog, in which you can learn about the brand's latest developments and preferential activities, maybe you will find your favorite products!"; The third is to provide useful services, such as "Thank you for participating in our research. Your opinions are very important to us. We will continue to improve our products and services based on your feedback to provide you with a better consumer experience. At the same time, we also provide you with one year's free maintenance and warranty service. If there is any problem with your product, you can contact our customer service at any time, and we will solve it for you as soon as possible." Wait.

By providing reasonable incentives and feedback mechanisms, Shangpu Consulting can more effectively encourage and reward consumers to participate in and respond to research, and provide customers with valuable data and analysis.

5. ensure the credibility and privacy of research

The fifth step of consumer research is to ensure the credibility and privacy of the research, that is, to answer the questions of "how to convince consumers of the authenticity of the research" and "how to protect consumers' personal information. Credibility refers to the authenticity and legitimacy of the research, that is, whether the research is initiated by a real, qualified and reputable institution or individual, whether the research is conducted for legal, reasonable and fair purposes, and whether the research is conducted in accordance with scientific, standardized and compliant methods and procedures. Privacy refers to the confidentiality and security of research, that is, whether the research will protect consumers' personal information, such as name, phone number, address, email, etc., will not be disclosed to third parties, will not be used for illegal, unreasonable and unfair purposes, and will not bring any harassment, threat or damage to consumers. Ensuring the credibility and privacy of research helps to increase the participation and response rate of consumer research, because consumers will feel the regularity and security of the research, so they can participate and respond to the research with more confidence.

When ensuring the credibility and privacy of the research, Shangpu Consulting always follows the following principles: First, clarify the initiator and purpose of the research, that is, before the start of the research, introduce to consumers the initiator or individual of the research The name, background, qualification, reputation, etc., as well as the purpose, significance, results, etc. of the research, so that consumers can understand the authenticity and legitimacy of the research; the second is to abide by the standards and procedures of the research, that is, in the process of research, in accordance with the relevant laws, regulations, norms, standards, etc. of market research, the design, implementation and analysis of the research are carried out to avoid the use of illegal, unreasonable, and unfair methods and means to let consumers understand The scientific and normative nature of the research; the third is to protect the personal information of consumers, that is, after the research is completed, the personal information of consumers will not be leaked or sold to third parties, it will not use consumers' personal information to carry out illegal, unreasonable and unfair activities, and will not bring any harassment, threat or damage to consumers, so that consumers can understand the confidentiality and security of research.

For example, the company once conducted consumer research for a clothing brand. The purpose of the research was to understand the market situation, target consumer situation, competitor situation of the brand, as well as a series of indicators such as consumers' cognition, use and purchase habits, satisfaction evaluation, loyalty level, and willingness to refer to the brand, so as to provide market strategy suggestions and optimization schemes for the brand. The object of the survey is consumers who have consumed or intend to consume the brand's clothing, mainly concentrated in young people in first-tier and second-tier cities. When ensuring the credibility and privacy of the research, the company adopts the following skills: First, make clear the initiator and purpose of the research. For example, before the research starts, introduce to consumers "This research is conducted by Shangpu Consulting Company for XX brand, aiming at understanding consumers' opinions and feelings on the brand, so as to provide better products and services for the brand. Your participation is very important to us, it will also help you get a better consumption experience."; The second is to abide by the norms and procedures of the research. For example, in the process of the research, explain to consumers that "this research will follow the relevant laws, regulations, norms and standards of market research. We will conduct research in accordance with scientific, standardized and compliant methods and procedures, and will not use illegal, unreasonable and unfair methods and means. You can safely participate in and respond to the research."; The third is to protect consumers' personal information. For example, after the end of the survey, we promise to consumers that "your personal information collected in this survey will be kept strictly confidential, will not be disclosed or sold to third parties, will not be used for illegal, unreasonable and unfair purposes, and will not bring you any harassment, threat or damage. You can safely participate in and respond to the survey." Wait.

By ensuring the credibility and privacy of research, Shangpu Consulting can more effectively convince consumers to participate and respond to research with peace of mind, and provide customers with valuable data and analysis.

6. the use of data analysis and visualization tools to improve the efficiency and effectiveness of research

The sixth step of consumer research is to use data analysis and visualization tools to improve the efficiency and effectiveness of the research, that is, to answer the question "how to process and present the research data. Data analysis refers to the use of statistics, mathematics, computer and other methods to organize, clean, analyze, interpret and evaluate the collected consumer data, so as to obtain valuable.Conclusionand recommendations. Data visualization refers to the use of graphics, charts, animation and other ways to display, communicate, communicate and share the analyzed consumer data, so as to improve the readability and comprehensibility of the data. The use of data analysis and visualization tools to improve the efficiency and effect of research will help to improve the value and influence of consumer research, because data analysis and visualization can help market researchers discover and express consumer needs, preferences, behavior and satisfaction faster, more accurately, more deeply, and more convincingly, so as to provide enterprises with more effective market strategies.

When using data analysis and visualization tools, Shangpu Consulting always flexibly uses various software and platforms according to the purpose and object of research, as well as the actual situation of the market, so as to achieve the best research results. For example, the company once conducted consumer research for a cosmetics brand. The purpose of the research was to understand the market situation, target consumer situation, competitor situation of the brand, as well as a series of indicators such as consumers' cognition, use and purchase habits, satisfaction evaluation, loyalty level, and willingness to refer to the brand, so as to provide market strategy suggestions and optimization schemes for the brand. The subjects of the survey are consumers who have used or intend to use the brand's cosmetics, mainly concentrated in young women in first-tier and second-tier cities. When using data analysis and visualization tools, the company adopts the following skills: first, it uses SPSS, Excel and other software to sort out, clean, analyze, explain and evaluate the collected consumer data, and uses descriptive statistics, inferential statistics, correlation analysis, regression analysis, cluster analysis, factor analysis and other methods from different angles and levels, reveal the laws and trends of consumer characteristics, behavior and satisfaction; the second is to use PowerPoint, Tableau and other software to display, communicate, communicate and share the analyzed consumer data, and use histogram, pie chart, line chart, Scatter chart, radar chart, map, dashboard, etc., from different forms and perspectives, present the level and differences of consumer needs, preferences, behavior and satisfaction. Through the use of data analysis and visualization tools, Shangpu Consulting can more effectively process and present consumer data, providing customers with valuable data and analysis.

Summary

Consumer research is one of the important methods of market research, which can help enterprises to understand the needs, preferences, behavior and satisfaction of consumers, so as to formulate effective market strategies. However, the quality and effect of consumer research largely depends on the participation and response rate of the survey, that is, whether consumers are willing to participate in the survey and whether they can answer the survey questions truthfully, completely and accurately. From the design, implementation and analysis of consumer research, this paper puts forward some skills to improve the participation and response rate of consumer research, including: defining the purpose and object of research, selecting appropriate research methods and channels, designing concise, interesting and valuable research content, providing reasonable incentive and feedback mechanism, and ensuring the credibility and privacy of research, as well as the use of data analysis and visualization tools to improve the efficiency and effectiveness of research. Taking Shangpu Consulting Company as an example, this paper introduces some successful practices and cases adopted by the company in conducting consumer research, with a view to providing reference and reference for other enterprises and institutions.