1. what is consumer research?

Consumer research, also known as consumer market research, refers to the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level, etc., and the use of various market research techniques And methods, research on the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use.

The main target of consumer research is consumers, that is, those who buy and use products or services of individuals or organizations. Consumers can be divided according to different dimensions, such as geography, population, psychology, behavior, etc. The main content of consumer research is the characteristics, needs, preferences, behavior and satisfaction of consumers, as well as various factors that affect consumers, such as market environment, competitors, marketing strategies, etc.

Why do 2. do consumer research?

The purpose of consumer research is to help companies better understand and meet consumer needs, thereby increasing market share, brand awareness, customer loyalty and profitability. Specifically, consumer research can help companies achieve the following goals:

Identify and evaluate market opportunities and potential. Consumer research can help companies discover and analyze the size, structure, growth, trends, demand and competition of the market, so as to determine favorable market segmentation, target market and market positioning, and formulate corresponding product development, pricing strategy, channel selection and promotion methods.

Optimize and innovate products or services. Consumer research can help companies understand consumers' expectations, perceptions, evaluations and feedback on products or services, so as to improve and optimize existing products or services, or develop and launch new products or services to meet consumers' different or potential needs.

Promote and maintain brand image. Consumer research can help companies understand consumers' perception, attitude, emotion and loyalty to the brand, so as to establish and strengthen the core value, personality and differentiation of the brand, and enhance the brand's popularity, reputation and reputation.

Enhance and expand customer relationships. Consumer research can help companies understand consumers' purchase process, decision-making factors, purchase frequency and purchase amount, so as to formulate and implement effective customer relationship management (CRM) strategies, such as providing personalized services, increasing customer participation and satisfaction, and establishing long-term trust and cooperation relationships.

How do 3. do consumer research?

The steps of consumer research generally include the following:

Identify research objectives: identify the themes, issues, assumptions and expected results of the research, as well as the purpose and value of the research.

Design the research plan: select the appropriate research methods, samples, tools and indicators, as well as the time, place and budget of the research.

Implementation of research activities: collect, record and sort out data according to the research plan.

Analysis of research results: the use of statistical analysis, text analysis, chart display and other methods, the data to summarize, sort out, explain and evaluate.

Use the results of the survey: based on the results of the analysis, put forward.Conclusionrecommendations, strategies and action plans, as well as follow-up and evaluation.

What are the methods of 4. consumer research?

Consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the description and analysis of consumer characteristics, behaviors and attitudes through numerical data, commonly used methods include questionnaires, experimental studies, observational studies and so on. Qualitative research refers to the exploration and understanding of consumer motivations, feelings and experiences through non-numerical data, commonly used methods such as interview studies, focus groups, and case studies. Quantitative research and qualitative research have their own advantages and disadvantages, and generally need to be used in combination to obtain more comprehensive and in-depth consumer insights.

1. Questionnaire survey

Questionnaire survey is one of the most commonly used consumer research methods, which refers to the design of a series of questions, to a certain number and types of consumers to issue or send questionnaires to obtain their answers or feedback on a topic or question. The advantage of questionnaire survey is that it can collect a large amount of data, facilitate statistical analysis and comparison, and is suitable for verifying existing assumptions or theories. The disadvantages of questionnaires are that there may be untrue, incomplete or inconsistent answers, and the inability to gain insight into consumers' intrinsic motivations and feelings. The form of questionnaire survey can be paper questionnaire, telephone questionnaire, network questionnaire, etc., in which the cost of network questionnaire is lower and the efficiency is higher, but also need to pay attention to the representativeness and validity of the sample.

2. Experimental research

Experimental research is a consumer research method that observes and measures consumers' reactions and behaviors under different conditions by controlling variables. The advantage of experimental research is that it can accurately judge the causal relationship, exclude the influence of other interference factors, and is suitable for testing the effect of new products or new strategies. The disadvantage of experimental research is that there may be problems such as the human nature of the experimental setting, the difference between the experimental environment and the real environment, and the selectivity of the experimental object, which affect the validity and universality of the experiment. The forms of experimental research can be laboratory experiments, field experiments, natural experiments, etc., in which the effect of natural experiments is closest to the real environment, but it is also the most difficult to control and operate.

3. Observational Studies

Observational research is a consumer research method that directly or indirectly observes and records the behavior and performance of consumers without intervening or influencing them. The advantage of observational research is that it can obtain real and objective data, avoid subjective bias and social expectations of consumers, and is suitable for understanding the actual behavior and habits of consumers. The disadvantage of observational research is that there may be subjective judgment and error of the observer, and the inability to explore the intrinsic motivations and feelings of consumers. The form of observation research can be manual observation, mechanical observation, hidden observation, obvious observation, etc., in which the accuracy and efficiency of mechanical observation is higher, but also need to pay attention to the privacy and ethical issues of consumers.

4. Interview research

Interview research is a consumer research method that uses one-to-one or many-to-one conversations with consumers to obtain their views and feelings on a topic or issue. The advantage of interview research is that it can deeply understand consumers' motivations, attitudes, emotions and experiences, and discover new insights and opinions, which are suitable for exploring unknown or complex problems. The disadvantages of interview research are the possible guidance and influence of the interviewer, and the difficulty of quantifying and analyzing the interview data. The forms of interview research can be structured interviews, semi-structured interviews, unstructured interviews, etc. Among them, unstructured interviews have the highest flexibility and openness, but they are also the most difficult to control and organize.

5. Focus Groups

A focus group is a consumer research method by inviting a group (usually 6-12 people) of consumers with certain common characteristics or interests, and in a relaxed and free atmosphere, a professional moderator guides them on a certain topic or problem. Focus groups have the advantage of stimulating consumer engagement and creativity, generating rich and diverse data suitable for generating new ideas and suggestions. The disadvantages of focus groups are the possible dominance and influence of individual consumers, as well as the representativeness and reliability of focus groups. Focus groups can take the form of face-to-face focus groups, telephone focus groups, network focus groups, etc., in which the cost of network focus groups is lower and the coverage is wider, but also need to pay attention to the stability and security of the network.

6. Case studies

A case study is a consumer research method that describes, analyzes and explains one or several representative or typical consumers or consumption phenomena in detail and comprehensively. The advantage of case study is that it can show the real and complete story of consumers, reveal the complex and multi-dimensional characteristics of consumers, and is suitable for understanding the behavior and process of consumers. The disadvantages of case studies are the possible selection and bias of cases, as well as the generality and generalization of cases. Case studies can take the form of historical cases, field cases, experimental cases, etc., of which historical cases have the richest data sources, but also the most difficult to verify and update.

What are some examples of 5. consumer research?

Consumer research has a wide range of applications and value in different industries and fields. The following is a brief introduction to several consumer research cases based on the actual case of Shangpu Consulting.

1. Automotive industry

Shangpu Consulting provides consumer research services to a world-renowned automobile manufacturer to help it understand the needs and preferences of consumers in the Chinese market, as well as the strengths and weaknesses of competitors, so as to formulate more effective market strategies and product innovation. Shangpu Consulting has used a variety of consumer research methods, including questionnaires, experimental studies, interview studies, focus groups, etc., collected a large number of first-hand and second-hand data, conducted in-depth analysis and interpretation of the data, and put forward the following main findings and suggestions:

Consumers in the Chinese market have obvious regional differences in their demand and preference for cars. Northern consumers are more inclined to buy large, luxurious and powerful cars, while southern consumers are more inclined to buy small, energy-saving and flexible cars.

Consumers in the Chinese market are influenced by many factors, the most important of which are brand, price, safety, performance, appearance and environmental protection, and the least important are after-sales service, insurance and loans.

Consumers in the Chinese market also have significant differences in car use behavior and satisfaction. Northern consumers use cars more frequently, pay more attention to car maintenance and maintenance, and are more likely to have emotional dependence on cars. Southern consumers use cars less, ignore car maintenance and maintenance, and are more likely to have rational evaluation of cars.

Competitors in the Chinese market have different advantages and disadvantages, among which the strongest are Japanese and German car brands, and the weakest are American and South Korea car brands. Chinese local car brands also have a certain market share, but lack brand image and technological innovation.

Based on the above findings and recommendations, Champ Consulting has proposed the following strategies and action plans for automakers:

According to the regional differences in the Chinese market, develop different market segments, target markets and market positioning, as well as corresponding product development, pricing strategies, channel selection and promotion methods.

According to the needs and preferences of consumers in the Chinese market, develop and launch automotive products that are more in line with the tastes and expectations of Chinese consumers, such as increasing interior space, improving vehicle stability, and improving vehicle appearance.

According to consumer purchase decisions in the Chinese market, strengthen brand building and publicity, improve brand awareness, reputation and reputation, highlight the core value and differentiation of the brand, such as emphasizing the history, culture, technology and innovation of the brand.

According to consumer behavior and satisfaction in the Chinese market, improve and maintain the quality and performance of products or services, and increase consumer trust and loyalty, such as providing more after-sales services, insurance and loans.

According to the strengths and weaknesses of competitors in the Chinese market, analyze and learn from the successes and failures of competitors, and find out their own strengths and weaknesses, as well as potential opportunities and threats, such as strengthening cooperation and competition with competitors, Seek differentiation and innovation.

2. Catering industry

Shangpu Consulting provides consumer research services for an international chain of fast food brands to help them understand consumer needs and preferences in the U.S. market, as well as market trends and changes, so as to develop product innovations and brand images that are more market-appropriate. Shangpu Consulting has used a variety of consumer research methods, including questionnaires, observational studies, interview studies, case studies, etc., collected a large number of first-hand and second-hand data, conducted in-depth analysis and interpretation of the data, and put forward the following main findings and suggestions:

Consumers in the American market have obvious age differences in demand and preference for fast food. Young consumers are more inclined to buy convenient, fast and diverse fast food, while older consumers are more inclined to buy healthy, nutritious and traditional fast food.

The purchase decisions of consumers in the US market for fast food are influenced by many factors, the most important of which are taste, price, hygiene, service and environment, and the least important are brand, promotion and social networking.

There are also significant differences in consumer behavior and satisfaction with fast food in the American market. Young consumers use fast food more frequently, pay more attention to the freshness and creativity of fast food, and are more likely to be curious and try fast food. Older consumers use fast food less, pay more attention to the quality and safety of fast food, and are more likely to be bored and resistant to fast food.

Trends and changes in the U.S. market indicate that consumer demand and preferences for fast food are changing, and more and more consumers are pursuing healthier, more environmentally friendly, more personalized fast food, and more experienced and interactive fast food.

Based on the above findings and recommendations, Champ Consulting has proposed the following strategies and action plans for fast food brands:

According to the age difference of the US market, formulate different market segmentation, target market and market positioning, as well as corresponding product development, price strategy, channel selection and promotion methods.

According to the needs and preferences of consumers in the US market, develop and launch fast food products that are more in line with the tastes and expectations of American consumers, such as adding more healthy, environmentally friendly, personalized options, and more experience and interactive elements.

According to the consumer purchase decision in the US market, the quality and performance of products or services are strengthened, and the trust and satisfaction of consumers are improved, such as providing more assurance and improvement of taste, price, hygiene, service and environment.

According to the trends and changes in the US market, analyze and predict the future development direction and potential demand of the market, and seek more innovations and breakthroughs, such as developing more new products, new technologies, new models, etc.

3. Tourism industry

Shangpu Consulting provides consumer research services for an internationally renowned travel platform to help it understand consumer needs and preferences in the European market, as well as the characteristics and impact of travel, so as to develop product innovation and marketing strategies that are more in line with the market. Shangpu Consulting has used a variety of consumer research methods, including questionnaires, observational studies, focus groups, case studies, etc., collected a large number of first-hand and second-hand data, conducted in-depth analysis and interpretation of the data, and put forward the following main findings and suggestions:

There are obvious national differences in the demand and preference of consumers in the European market. French consumers are more inclined to buy cultural, artistic and romantic tourism, German consumers are more inclined to buy natural, adventure and sports tourism, and British consumers are more inclined to buy historical, traditional and elegant tourism.

The purchase decisions of consumers in the European market are influenced by many factors, the most important of which are destination, price, time and recommend, and the least important are brand, advertising and incentives.

There are also significant differences in the use behavior and satisfaction of consumers in the European market. French consumers use tourism more frequently, pay more attention to the taste and enjoyment of tourism, and are more likely to have emotions and memories of tourism. German consumers use tourism less, pay more attention to the efficiency and safety of tourism, and are more likely to have rationality and evaluation of tourism. British consumers use tourism more moderately, pay more attention to the quality of tourism and service, more likely to tourism trust and loyalty.

The characteristics and influence of tourism in the European market show that consumers' demand and preference for tourism are changing. More and more consumers begin to pursue more diversified, more personalized and more experienced tourism, as well as more social and interactive tourism.

Based on the above findings and recommendations, Champ Consulting put forward the following strategies and action plans for the tourism platform:

According to the national differences of the European market, formulate different market segmentation, target market and market positioning, as well as the corresponding product development, price strategy, channel selection and promotion methods.

According to the needs and preferences of consumers in the European market, develop and launch tourism products that are more in line with the tastes and expectations of European consumers, such as adding more diversity, personality, experience options, and more social and interactive elements.

According to consumer purchase decisions in the European market, strengthen the quality and performance of products or services, and improve consumer trust and satisfaction, such as providing more destination, price, time and recommend information and choices.

According to the characteristics and influence of tourism in the European market, analyze and predict the future development direction and potential demand of tourism, and seek more innovations and breakthroughs, such as developing more new products, new technologies, new models, etc.