Consumers are the core of the market and the lifeline of the enterprise. Understanding the needs, preferences, behaviors and satisfaction of consumers is the premise and foundation for enterprises to improve the quality and value of products or services, formulate effective market strategies and brand building. Consumer research is the process of collecting, analyzing and interpreting consumer-related information to help companies solve market problems and grasp market opportunities.

Consumer research is an important part of market research, and it is also the most common and frequent type of market research. The purpose of consumer research is mainly in the following aspects:

Understanding consumer needs and preferences to provide a basis for the development and improvement of products or services;

Understand the behavior and habits of consumers, and provide guidance for the planning and implementation of marketing;

Understand consumer satisfaction and loyalty, and provide support for the maintenance and improvement of market relations;

Understand the opinions and suggestions of consumers and provide reference for the discovery and solution of market problems;

Understand the psychology and emotions of consumers, and provide dependence for the establishment and enhancement of market communication.

There are two main categories of consumer research methods: qualitative research and quantitative research. Qualitative research refers to the research method of exploring and understanding the deep meaning and inner connection of consumer phenomenon through unstructured means, such as interview, observation, focus group, etc. Quantitative research refers to research methods that measure and quantify the scale, extent and relationship of consumer phenomena through structured methods, such as questionnaires, experiments, statistics, etc. In general, qualitative research and quantitative research complement each other and can verify and complement each other to improve the quality and effectiveness of consumer research.

The steps of consumer research generally include the following five stages:

Clear research objectives and objectives: through communication with customers, understand the needs and expectations of customers, and formulate clear, clear and feasible research objectives and objectives;

Design research plan: according to the research purpose and objectives, select the appropriate research methods, design samples, questionnaires, interview guides and other research tools, determine the research budget and schedule;

Data collection and arrangement: according to the research plan, various data collection techniques, such as interviews, questionnaires, observation, etc., are used to collect relevant first-hand or second-hand data, and the data are cleaned, coded and entered;

Data analysis and interpretation: using various data analysis techniques, such as descriptive analysis, inferential analysis, causal analysis, etc., to analyze and interpret the data and discover the information and laws behind the data;

Provide reports and recommendations: Based on the results of data analysis and interpretation, write detailed, accurate and persuasive research reports, provide targeted market strategies and recommendations, and support customers' decisions.

Consumer research cases can be found in different industries and fields. The following are three consumer research cases provided by Shangpu Consulting for its clients, covering the three industries of automobile, catering and e-commerce, showing the importance and practical methods of consumer research, as well as the stories and experiences behind successful consumer research.

Case 1: Consumer research of a well-known automobile brand

The brand is a century-old car brand, known for its high-end, luxurious and classic image. The brand commissioned a consumer survey of its target market to understand its consumer needs, preferences, behavior and satisfaction, as well as its brand's market positioning, competitive advantage and brand image.

Champ Consulting adopted a combination of qualitative and quantitative research methods, designed two data collection tools, questionnaires and focus groups, and conducted an extensive survey of the brand's existing and potential customers. Through the analysis and interpretation of the data, Champ Consulting has come up with the following mainConclusion：

The brand's consumer demand and preferences are relatively stable, but there is still a trend of change. Consumers have the following needs and preferences for the brand's cars: quality, performance, design, safety, comfort, environmental protection, brand, service, etc. These needs and preferences are consistent with the brand's product characteristics and brand history, but there are also certain trends, such as consumer demand and preferences for innovative, flexible, and personalized products and services are gradually increasing;

The brand's consumer behavior and habits are relatively stable, but there is still a risk of loss. Consumers have the following behaviors and habits for the brand's cars: purchase, use, maintenance, recommend, and re-purchase. These behaviors and habits indicate that consumers have a high degree of trust and loyalty to the cars of this brand, but there is also a certain risk of loss, such as consumers will compare and consult before buying, or will consider buying cars of other brands after using them;

The brand has high consumer satisfaction and loyalty, but there is still room for improvement. Consumers' satisfaction and loyalty to the brand's cars mainly include the following aspects: quality, performance, design, safety, comfort, environmental protection, brand, service, etc. These satisfaction and loyalty reflect consumers' recognition and love for the brand's cars, but there is also some room for improvement. For example, consumers' satisfaction and loyalty to the brand's cars are innovative, flexible, and personalized. low;

The brand's market positioning, competitive advantage and brand image are relatively clear, but there is still a need for optimization. Consumers have the following aspects of market positioning, competitive advantage and brand image for the brand's cars: high-end, luxury, classic, stable, trust, honor, etc. These market positioning, competitive advantages and brand image are consistent with the brand's product characteristics and brand history, but there are also certain optimization needs, such as consumers' innovation, flexible and personalized market positioning, competitive advantages and The brand image is relatively vague.

Based on the aboveConclusion, Champ Consulting provides the following suggestions for the brand:

While maintaining the core value of products and brands, strengthen product and brand innovation, and provide more flexible and personalized choices to meet the diversified and changing needs and preferences of consumers;

While maintaining customer trust and loyalty, strengthen customer relationship management and provide more value-added and differentiated services to enhance consumer satisfaction and loyalty;

While maintaining a leading position in the market, strengthen market analysis and forecasting, provide more market information and strategies to optimize consumer market positioning, competitive advantage and brand image.

The brand's consumer research provides valuable market insights and strategic suggestions for the brand, helping the brand to better understand and meet consumer needs, enhance the value of products and brands, and enhance market competitiveness.

Case 2: Consumer survey of a well-known catering brand

The brand is a restaurant brand with nearly a hundred years of history, known for its traditional, delicious and healthy image. The brand commissioned a consumer survey of its target market to understand its consumer needs, preferences, behavior and satisfaction, as well as its brand's market positioning, competitive advantage and brand image.

Using a combination of qualitative and quantitative research methods, Champ Consulting designed two data collection tools, questionnaires and interviews, and conducted an extensive survey of the brand's existing and potential customers. Through the analysis and interpretation of the data, Champ Consulting has come up with the following mainConclusion：

The brand's consumer needs and preferences are more diverse, but there are still commonalities. Consumers have the following needs and preferences for the brand's catering: taste, nutrition, hygiene, service, atmosphere, price, etc. These needs and preferences reflect the diversified and personalized expectations of consumers for the brand's catering, but there are also certain commonalities, such as consumers' common recognition of the brand's traditional, delicious and healthy catering;

The brand's consumer behavior and habits are more complex, but still regular. Consumers have the following behaviors and habits for the brand's catering: selection, reservation, dining, evaluation, recommend, re-dining, etc. These behaviors and habits indicate that consumers have a high degree of participation and activity in the brand's catering, but there are also certain rules. For example, consumers will be affected by factors such as time, place, and number of people when choosing and booking, or they will be affected by factors such as dishes, services, and atmosphere when eating and evaluating;

The brand has high consumer satisfaction and loyalty, but there is still room for improvement. Consumers' satisfaction and loyalty to the brand's catering mainly include the following aspects: taste, nutrition, hygiene, service, atmosphere, price, etc. These satisfaction and loyalty reflect consumers' recognition and love for the brand's catering, but there is also some room for improvement, such as consumers' low satisfaction and loyalty to the brand's catering innovation, diversity and fashion;

The brand's market positioning, competitive advantage and brand image are relatively clear, but there is still a need for optimization. Consumers have the following aspects of the brand's catering market positioning, competitive advantage and brand image: traditional, delicious, healthy, cordial, affordable and so on. These market positioning, competitive advantages and brand image are consistent with the brand's product characteristics and brand history, but there are also certain optimization needs, such as consumers' innovation, diversity, fashion market positioning, competitive advantage and brand image of the brand's catering.

Based on the aboveConclusion, Champ Consulting provides the following suggestions for the brand:

While maintaining the core value of products and brands, strengthen product and brand innovation and provide more diverse and fashionable choices to meet the diversified and changing needs and preferences of consumers;

While maintaining customer participation and activity, strengthen customer behavior analysis and prediction, and provide more convenient and preferential services to improve the regularity and stability of consumer behavior and habits;

While maintaining a leading position in the market, strengthen market analysis and forecasting, provide more market information and strategies to optimize consumer market positioning, competitive advantage and brand image.

The brand's consumer research provides valuable market insights and strategic suggestions for the brand, helping the brand to better understand and meet consumer needs, enhance the value of products and brands, and enhance market competitiveness.

Case 3: Consumer Survey of a Famous E-commerce Brand

The brand is an e-commerce brand with a history of nearly 20 years, known for its convenient, safe and preferential image. The brand commissioned a consumer survey of its target market to understand its consumer needs, preferences, behavior and satisfaction, as well as its brand's market positioning, competitive advantage and brand image.

Champ Consulting adopted a combination of qualitative and quantitative research methods, designed two data collection tools, questionnaire and website analysis, and conducted an extensive survey of the brand's existing and potential customers. Through the analysis and interpretation of the data, Champ Consulting has come up with the following mainConclusion：

The brand's consumer demand and preferences are more variable, but still stable. Consumers have the following needs and preferences for the brand's e-commerce: product, price, logistics, payment, after-sales, safety, reputation, etc. These needs and preferences reflect consumers' expectations for the change and personalization of the brand's e-commerce, but there is also a certain degree of stability, such as consumers' common recognition of the convenience, safety and benefits of the brand's e-commerce;

The brand's consumer behavior and habits are simpler, but there is still room for improvement. Consumers have the following behaviors and habits for the brand's e-commerce: browsing, searching, comparing, purchasing, evaluating, recommend, and re-purchasing. These behaviors and habits show that consumers have a high degree of use and repetition of the brand's e-commerce, but there is also some room for improvement. For example, consumers will be affected by factors such as website design, content, and functions when browsing and searching, or will be affected by factors such as products, prices, logistics, payment, and after-sales when purchasing and evaluating;

The brand has high consumer satisfaction and loyalty, but there is still room for improvement. Consumers' satisfaction and loyalty to the brand's e-commerce mainly include the following aspects: product, price, logistics, payment, after-sales, safety, reputation, etc. These satisfaction and loyalty reflect consumers' recognition and love for the brand's e-commerce, but there is also some room for improvement, such as consumers' satisfaction and loyalty to the brand's e-commerce innovation, diversity, and fashion. low;

The brand's market positioning, competitive advantage and brand image are relatively clear, but there is still a need for optimization. Consumers of the brand's e-commerce mainly have the following aspects of market positioning, competitive advantage and brand image: convenient, safe, preferential, professional, reliable and so on. These market positioning, competitive advantages and brand image are consistent with the product characteristics and brand history of the brand, but there are also certain optimization needs, such as consumers' innovation, diversity, fashionable market positioning, competitive advantage and brand image of the brand's e-commerce.

Based on the aboveConclusion, Champ Consulting provides the following suggestions for the brand:

While maintaining the core value of products and brands, strengthen product and brand innovation and provide more diverse and fashionable choices to meet the changing and personalized needs and preferences of consumers;

While maintaining customer usage and repetition, strengthen customer behavior analysis and prediction, and provide more optimized and personalized services to improve the simplicity and stability of consumer behavior and habits;

While maintaining a leading position in the market, strengthen market analysis and forecasting, provide more market information and strategies to optimize consumer market positioning, competitive advantage and brand image.

The brand's consumer research provides valuable market insights and strategic suggestions for the brand, helping the brand to better understand and meet consumer needs, enhance the value of products and brands, and enhance market competitiveness.