1. determine the purpose and scope of research

The first step of enterprise consumer research is to determine the purpose and scope of the research, that is, to clarify the questions to be answered and the objects to be covered. This step requires adequate communication and consultation with the customer to understand the customer's business background, goals and expectations, as well as the information and assumptions that the customer already has. In this step, Shangpu Consulting will use its extensive industry experience and market insights to help clients define and refine the research questions, determine the target group and geographical scope of the research, as well as the time and budget of the research.

For example, Shangpu Consulting once provided enterprise consumer research services for an automobile manufacturer. The purpose of this customer is to understand the consumer demand and preference of new energy vehicles in the Chinese market, as well as the advantages and disadvantages of competitors, so as to formulate corresponding products and marketing strategies. After communicating with customers, Shangpu Consulting has determined that the research issues are as follows:

-What is the consumer portrait of new energy vehicles in the Chinese market?

-What are the purchase motivations and decision-making factors of consumers of new energy vehicles in the Chinese market?

-What are the needs and preferences of consumers of new energy vehicles in the Chinese market for product functions, performance, design, and price?

-What are the brand perceptions and attitudes of consumers of new energy vehicles in the Chinese market?

-What are the competitive landscape of new energy vehicles in the Chinese market and the advantages and disadvantages of competitors?

Shangpu Consulting also determined that the target group of the survey is consumers who have purchased or intend to purchase new energy vehicles. The geographical scope of the survey is China's first-tier and second-tier cities. The survey time is two months and the survey budget is 500000 US dollars.

2. Design Research Programs and Tools

The second step of enterprise consumer research is to design research programs and tools, that is, to select appropriate research methods and technologies, to develop detailed research plans and processes, and to design effective research tools and indicators. This step requires selecting the most suitable qualitative and quantitative research methods, such as questionnaires, in-depth interviews, focus groups, and observation methods, based on the purpose and scope of the research, taking into account the effectiveness, feasibility, and economy of the research. In this step, Shangpu Consulting will use its professional research knowledge and skills to tailor research plans and tools for customers to ensure the quality and efficiency of research.

For example, Champ Consulting has provided corporate consumer research services for a hotel chain brand. The purpose of this customer is to understand the consumer demand and satisfaction of high-end business hotels in the U.S. market, as well as suggestions to improve and enhance service quality, thereby enhancing customer loyalty. And reputation. In designing the research program and tools, Champ Consulting selected the following research methods:

-Questionnaire survey: Through online and telephone methods, 1000 business travelers who have stayed in the brand hotel in the past year were given questionnaires to collect their overall evaluation of the hotel, satisfaction with various services, important selection factors, Data on loyalty and willingness to recommend, as well as data on their basic information and travel habits.

-In-depth interviews: Through face-to-face and video, in-depth interviews were conducted with 100 business travelers who have stayed at the brand's hotels in the past year to understand their feelings and experiences about the hotel, as well as their expectations and suggestions for the hotel, as well as their personal background and travel motivations.

-Focus groups: through offline and online methods, organize 10 focus groups composed of 8 to 10 business travelers who have stayed in the brand hotel in the past year to guide them to discuss and communicate on topics such as hotel advantages and disadvantages, competitor comparison, service improvement and innovation, and observe and record their views and emotions.

Champ Consulting has also developed specific plans and processes for the survey, such as the timetable for the survey, staff division, sample screening, data collection and entry, etc., as well as the design of the survey tools and indicators, such as questionnaires, interview guides, discussion guides, satisfaction index, loyalty index, net recommend value, etc.

3. collection and analysis of data

The third step of enterprise consumer research is to collect and analyze data, that is, according to the research plan and tools, implement research activities, obtain and organize research data, and use statistical and analytical methods to refine and summarize the results and findings of the research. This step needs to ensure the accuracy, completeness and representativeness of the data surveyed, as well as the objectivity, validity and usefulness of the results of the survey. In this step, Champ Consulting will use its advanced data processing and analysis software and tools to provide customers with comprehensive and in-depth research reports and recommendations.

For example, when Champ Consulting conducted a corporate consumer survey for automakers, it collected the following data:

-Questionnaire survey: 1200 valid questionnaires were collected, with a recovery rate of 80%. The questionnaire data includes consumers' basic information (such as age, gender, income, education, etc.), purchase behavior (such as purchase time, channel, price, brand, etc.), purchase motivation (such as environmental protection, energy saving, policy, trend, etc.), purchase decision Factors (such as function, performance, design, safety, reputation, etc.), product needs and preferences (such as battery life, charging, space, comfort, intelligence, etc. etc.), brand awareness and attitudes (e. g., visibility, image, loyalty, satisfaction, willingness to recommend, etc.).

-In-depth interviews: A total of 150 in-depth interviews were conducted, each lasting about 30 minutes. Interview data include consumers' personal stories (such as the experience and feelings of buying new energy vehicles), consumers' psychological characteristics (such as values, lifestyle, personality characteristics, etc.), consumers' pain points and needs (such as the advantages and disadvantages of new energy vehicles, expectations and suggestions, etc.).

-Focus groups: A total of 15 focus groups were organized, each consisting of 8 to 10 consumers, and each discussion lasted about 60 minutes. The discussion data includes consumer group interactions (such as perceptions and evaluations of new energy vehicles, comparisons and choices of different brands, etc.), consumer emotional responses (such as preferences and dislikes of new energy vehicles, trust in different brands And rejection, etc.), etc.

Champ Consulting used the following methods in analyzing the data:

-Descriptive statistics: Frequency analysis, percentage analysis, average analysis, standard deviation analysis, etc. were carried out on the questionnaire data, which described the basic characteristics and distribution of consumers, as well as their evaluation and tendency of various aspects.

-Exploratory factor analysis: A factor analysis of the questionnaire data was carried out to extract the main purchase motivations and decision-making factors of consumers, as well as the main needs and preferences of consumers for products, as well as the main perceptions and attitudes of consumers towards brands.

-Cluster analysis: cluster analysis of the questionnaire data, according to the consumer's purchase motivation, decision-making factors, product needs and preferences, brand awareness and attitudes, consumers are divided into several different market segments, such as environmental protection, practical, fashion, quality and so on.

-Correlation analysis: The correlation analysis of the questionnaire data is carried out, and the correlation between consumers' purchase motivation, decision-making factors, product demand and preference, brand cognition and attitude is analyzed, as well as the correlation between these variables and consumers' purchase behavior, loyalty and recommend intention.

-Thematic analysis: thematic analysis of interview data and discussion data, refining the core views and feelings of consumers, as well as their pain points and needs, as well as their expectations and suggestions.

-Emotional analysis: emotional analysis of interview data and discussion data, analysis of consumers' emotional tendency and intensity, as well as consumers' emotional changes and influencing factors.