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2024-07-18 16:35:36 来源:尚普咨询 浏览量:0
1. determine the purpose and scope of research
企业消费者调研的第一步是确定调研的目的和范围,即明确要回答的问题和要覆盖的对象。这一步需要与客户进行充分的沟通和协商,了解客户的业务背景、目标和期望,以及客户已有的信息和假设。尚普咨询在这一步会运用其丰富的行业经验和市场洞察,帮助客户定义和细化调研的问题,确定调研的目标群体和地域范围,以及调研的时间和预算。
例如,尚普咨询曾为一家汽车制造商提供企业消费者调研服务,该客户的目的是了解中国市场的新能源汽车的消费者需求和偏好,以及竞争对手的优势和劣势,从而制定相应的产品和营销策略。尚普咨询在与客户沟通后,确定了调研的问题为:
- 中国市场的新能源汽车的消费者画像是什么?
- 中国市场的新能源汽车的消费者的购买动机和决策因素是什么?
- 中国市场的新能源汽车的消费者对产品的功能、性能、设计、价格等方面的需求和偏好是什么?
- 中国市场的新能源汽车的消费者对品牌的认知和态度是什么?
- 中国市场的新能源汽车的竞争格局和竞争对手的优势和劣势是什么?
尚普咨询还确定了调研的目标群体为已经购买或有意购买新能源汽车的消费者,调研的地域范围为中国的一线和二线城市,调研的时间为两个月,调研的预算为50万美元。
二、设计调研方案和工具
企业消费者调研的第二步是设计调研方案和工具,即选择合适的调研方法和技术,制定详细的调研计划和流程,设计有效的调研工具和指标。这一步需要根据调研的目的和范围,综合考虑调研的有效性、可行性和经济性,选择最适合的定性和定量的调研方法,如问卷调查、深度访谈、焦点小组、观察法等。尚普咨询在这一步会运用其专业的调研知识和技能,为客户量身定制调研方案和工具,确保调研的质量和效率。
例如,尚普咨询曾为一家酒店连锁品牌提供企业消费者调研服务,该客户的目的是了解美国市场的高端商务酒店的消费者需求和满意度,以及改善和提升服务质量的建议,从而增强客户忠诚度和口碑。尚普咨询在设计调研方案和工具时,选择了以下的调研方法:
- 问卷调查:通过在线和电话的方式,向1000名在过去一年内入住过该品牌酒店的商务旅客发放问卷,收集他们对酒店的整体评价、各项服务的满意度、重要的选择因素、忠诚度和推荐意愿等方面的数据,以及他们的基本信息和旅行习惯等方面的数据。
- 深度访谈:通过面对面和视频的方式,对100名在过去一年内入住过该品牌酒店的商务旅客进行深度访谈,了解他们对酒店的感受和体验,以及他们对酒店的期望和建议,以及他们的个人背景和旅行动机等方面的信息。
- 焦点小组:通过线下和线上的方式,组织10个由8到10名在过去一年内入住过该品牌酒店的商务旅客组成的焦点小组,引导他们就酒店的优势和劣势、竞争对手的比较、服务的改进和创新等话题进行讨论和交流,观察和记录他们的观点和情绪。
尚普咨询还制定了调研的具体计划和流程,如调研的时间表、人员分工、样本筛选、数据收集和录入等,以及设计了调研的工具和指标,如问卷、访谈指南、讨论指南、满意度指数、忠诚度指数、净推荐值等。
3. collection and analysis of data
企业消费者调研的第三步是收集和分析数据,即按照调研方案和工具,实施调研活动,获取并整理调研的数据,运用统计和分析的方法,提炼和归纳调研的结果和发现。这一步需要保证调研的数据的准确性、完整性和代表性,以及调研的结果的客观性、有效性和有用性。尚普咨询在这一步会运用其先进的数据处理和分析的软件和工具,为客户提供全面和深入的调研报告和建议。
例如,尚普咨询在为汽车制造商进行企业消费者调研时,收集了以下的数据:
- 问卷调查:共收回有效问卷1200份,回收率为80%。问卷数据包括消费者的基本信息(如年龄、性别、收入、教育等)、购买行为(如购买时间、渠道、价格、品牌等)、购买动机(如环保、节能、政策、潮流等)、购买决策因素(如功能、性能、设计、安全、口碑等)、产品需求和偏好(如续航、充电、空间、舒适、智能等)、品牌认知和态度(如知名度、形象、忠诚度、满意度、推荐意愿等)等。
- 深度访谈:共进行了150次深度访谈,每次访谈时长为30分钟左右。访谈数据包括消费者的个人故事(如购买新能源汽车的经历和感受)、消费者的心理特征(如价值观、生活方式、个性特点等)、消费者的痛点和需求(如新能源汽车的优势和劣势、期望和建议等)等。
- 焦点小组:共组织了15个焦点小组,每个小组由8到10名消费者组成,每次讨论时长为60分钟左右。讨论数据包括消费者的群体互动(如对新能源汽车的看法和评价、对不同品牌的比较和选择等)、消费者的情感反应(如对新能源汽车的喜好和厌恶、对不同品牌的信任和排斥等)等。
尚普咨询在分析数据时,运用了以下的方法:
- 描述性统计:对问卷数据进行了频数分析、百分比分析、平均数分析、标准差分析等,描述了消费者的基本特征和分布情况,以及消费者对各个方面的评价和倾向。
- 探索性因子分析:对问卷数据进行了因子分析,提取了消费者的主要购买动机和决策因素,以及消费者对产品的主要需求和偏好,以及消费者对品牌的主要认知和态度。
- 聚类分析:对问卷数据进行了聚类分析,根据消费者的购买动机、决策因素、产品需求和偏好、品牌认知和态度等,将消费者分为了几个不同的细分市场,如环保型、实用型、时尚型、品质型等。
- 相关性分析:对问卷数据进行了相关性分析,分析了消费者的购买动机、决策因素、产品需求和偏好、品牌认知和态度等之间的相关关系,以及这些变量与消费者的购买行为、忠诚度和推荐意愿等之间的相关关系。
- 主题分析:对访谈数据和讨论数据进行了主题分析,提炼了消费者的核心观点和感受,以及消费者的痛点和需求,以及消费者的期望和建议等。
- 情感分析:对访谈数据和讨论数据进行了情感分析,分析了消费者的情感倾向和强度,以及消费者的情感变化和影响因素等。
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