Purpose of 1. Consumer Research

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to understand consumer needs, preferences, behaviors, attitudes, perceptions, satisfaction and loyalty, so as to provide basis and guidance for corporate decision-making. The purpose of consumer research mainly has the following aspects:

(1) Understand the market environment and competitive situation. Consumer research can help companies grasp the size, structure, trends, opportunities and threats of the market, as well as the strengths, weaknesses, strategies and trends of competitors, so as to determine their own market positioning and competitive strategies.

(2) Identify and create consumer demand. Consumer research can help companies discover consumers' potential needs, new needs and unmet needs, as well as consumers' purchase motivations, decision-making processes and influencing factors, thereby providing inspiration and direction for product development and innovation.

(3) Establish and maintain brand image and reputation. Consumer research can help companies understand consumers' perception, feelings, evaluation and communication of the brand, as well as the position and value of the brand in the hearts of consumers, so as to provide basis and guidance for brand positioning, communication and management.

(4) Optimize the marketing mix and resource allocation. Consumer research can help companies understand the response and impact of consumers on products, prices, channels and promotions, as well as the frequency, amount and manner of consumer purchases, thus providing a basis and guidance for the formulation and implementation of marketing strategies.

(5) Improve consumer satisfaction and loyalty. Consumer research can help companies understand consumer expectations, feelings and complaints, as well as consumer loyalty and conversion rate, so as to provide a basis and guidance for the establishment and maintenance of consumer relationships.

Methods of 2. Consumer Research

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the method of conducting a regular sample survey of a large number of consumers through mathematical statistics to obtain data on the number, proportion, and distribution of consumers for inference and analysis. The main tools of quantitative research are questionnaire, experimental design, observation and so on. Qualitative research refers to the method of in-depth interviews, discussions, observations, etc. of a small number of consumers through non-mathematical statistical methods to obtain consumer motivation, attitudes, feelings, opinions and other information, so as to explain and understand. The main tools of qualitative research are in-depth interviews, focus groups, scenario analysis, etc.

The choice of consumer research methods should be based on the purpose of the survey, content, object, time, cost and other factors. Generally speaking, quantitative research is suitable for verifying and evaluating existing assumptions, theories and models, as well as obtaining data on consumers' basic characteristics, behaviors and satisfaction, while qualitative research is suitable for exploring and discovering new problems, phenomena and laws, as well as obtaining information on consumers' deep needs, motivations and feelings. In practice, quantitative research and qualitative research often complement each other and are used in combination to achieve better results.

Content of 3. Consumer Research

The content of consumer research mainly includes the following aspects:

(1) The basic characteristics of consumers. This is the basic content of consumer research, including consumer demographic characteristics (such as age, gender, education, income, etc.), geographical characteristics (such as place of residence, place of work, etc.), psychological characteristics (such as personality, values, lifestyle, etc.) and behavioral characteristics (such as purchase frequency, amount, method, etc.). These characteristics help enterprises to understand the basic situation of consumers, market segmentation and target market selection.

(2) Consumer needs and preferences. This is the core content of consumer research, including consumer demand and preference for product function, performance, quality, appearance, packaging, etc., as well as consumer demand and preference for price, channel, promotion, etc. These needs and preferences help companies to understand consumers' purchasing motivations and decision-making processes, to carry out product development and innovation, and to formulate reasonable marketing strategies.

(3) Consumer perception and evaluation. This is an important part of consumer research, including consumers' perception, feeling, evaluation and dissemination of the brand, as well as the position and value of the brand in the minds of consumers. These perceptions and evaluations help companies understand consumers' attitudes and loyalty to brands, conduct brand positioning, communication and management, and enhance brand image and reputation.

(4) Consumer feedback and suggestions. This is a supplement to consumer research, including consumer feedback and suggestions on products, services, marketing activities, etc., as well as consumer expectations and needs for the future. These feedbacks and suggestions help companies understand consumer satisfaction and dissatisfaction, establish and maintain consumer relationships, and optimize corporate decision-making and execution.

The Role of 4. Consumer Research in Brand Strategy

Brand strategy refers to the process by which an enterprise determines the long-term planning and action plan of brand objectives, positioning, communication and management according to the market environment and consumer demand, so as to realize the differentiation and superiority of the brand. The role of consumer research in brand strategy is mainly reflected in the following aspects:

(1) Consumer research provides the basis and guidance for the formulation of brand strategy. Consumer research can help enterprises understand the market environment and competitive situation, identify and create consumer demand, establish and maintain brand image and reputation, so as to provide the basis and guidance for the formulation of brand strategy. For example, Shangpu Consulting conducted consumer research for an international car brand. Through in-depth interviews, focus groups and questionnaires, it analyzed consumers' demand, preference, perception and evaluation of cars, as well as the position and value of car brands in consumers' minds. Based on the results of consumer research, Shangpu Consulting has formulated a differentiated brand strategy for the car brand, including brand positioning, brand communication and brand management, in order to enhance brand awareness, reputation and loyalty.

(2) Consumer research provides supervision and feedback for the implementation of brand strategy. Consumer research can help companies understand consumers' reactions and influences on brand strategies, as well as the implementation effects and problems of brand strategies, thus providing supervision and feedback for the implementation of brand strategies. For example, Shangpu Consulting has conducted consumer research for a domestic milk tea brand, through experimental design, observation and questionnaire survey methods, tested the consumer's new products, new prices, new channels and new promotions of the milk tea brand, as well as the optimization effect and problems of the marketing mix of the milk tea brand. Based on the results of consumer research, Shangpu Consulting provided suggestions for the adjustment and improvement of marketing strategies for the milk tea brand to improve consumer satisfaction and loyalty.

(3) Consumer research provides standards and methods for the evaluation of brand strategy. Consumer research can help companies understand consumers' perception, feelings, evaluation and dissemination of the brand, as well as the position and value of the brand in the minds of consumers, so as to provide standards and methods for the evaluation of brand strategy. For example, Shangpu Consulting conducted consumer research for an international sports brand. Through questionnaire survey, situational analysis and observation method, it measured the popularity, reputation, loyalty and reputation of sports brands, as well as the position and value of sports brands in consumers' minds. Based on the results of consumer research, Champ Consulting evaluated the effects and problems of the brand strategy, as well as the brand's competitiveness and potential for the sports brand.