1. survey design

Research design is the first and most critical step of consumer research, because it determines the goal, scope, content and method of research. The core elements of the research design include:

Research purpose: The purpose of the research refers to the main objectives and expected results of the research, which is the starting point and destination of the research. The purpose of the research should be clear, specific, quantifiable and achievable in order to guide the specific content and methods of the research. For example, the purpose of consumer research conducted by Champ Consulting for a certain automobile brand is to understand the consumer characteristics, purchase motivation, purchase behavior and use behavior of the target market, evaluate the brand's popularity, recognition, preference and loyalty, and provide basis and suggestions for the brand's market strategy and product optimization.

Survey object: The survey object refers to the main respondents of the survey, which is an important basis and source of the survey. The research object should be in line with the purpose of the research, representative, accessible and operable. The determination of the research object needs to consider market segmentation, target group, sample size, sample distribution and other factors. For example, Champ Consulting conducts consumer research for a certain car brand: car consumers aged 18-45 in first-to third-tier cities, including existing and potential users of the brand, as well as users of competing products. The sample size of the survey was 2000 people, and the stratified sampling was carried out according to the dimensions of city, age, gender and income.

Research methods: Research methods refer to the main methods and means of research, and are the core tools and techniques of research. Research methods should be suitable for research purposes, effective, reliable, economic and flexible. The choice of research method needs to consider the data type, data source, data quality, data cost and other factors. Research methods are mainly divided into qualitative research and quantitative research two categories, common interviews, questionnaires, observations, experiments, literature, cases and so on. For example, the method of Shangpu Consulting to conduct consumer research for a certain automobile brand is to use online questionnaires to distribute questionnaires to research objects through Internet platforms and social media to collect data such as consumers' basic information, purchase motivation, purchase behavior, use behavior, brand evaluation, etc. at the same time, data integration and analysis are carried out in combination with literature materials such as industry reports, market data, competition analysis, etc.

Research tools: Research tools refer to the auxiliary equipment and software of research, which is the support of the implementation and management of research. Research tools should be easy to carry out research, efficient, safe, easy to use, compatible. The choice of research tools needs to consider the needs of data collection, data storage, data analysis, and data presentation. Research tools include hardware equipment and software systems, including computers, mobile phones, tablets, recording pens, cameras, scanners, printers and other hardware equipment, as well as software systems such as questionnaire star, Tencent questionnaire, WeChat, microblog, tremolo, fast hand, Baidu index, Ali index, SPSS, Excel, PowerPoint, etc. For example, Shangpu Consulting's tools for conducting consumer research for a certain automobile brand are: using the questionnaire star platform to design and publish online questionnaires, using social media such as WeChat and microblog to promote questionnaire links, using computers, mobile phones and other equipment to collect and manage questionnaire data, using software such as SPSS and Excel to clean and analyze data, and using software such as PowerPoint to make research reports.

2. investigation and implementation

Research data collection: The method of research data collection is to select appropriate channels and opportunities according to the characteristics and habits of the research objects, carry out effective communication and motivation, and ensure the participation and coordination of the research objects. For example, the data collection of consumer research conducted by Shangpu Consulting for a certain automobile brand is: through social media such as WeChat and microblog, the questionnaire link is sent to the research object, and at the same time certain reward mechanism is provided, such as lucky draw, red envelope, coupon, etc., to encourage the research object to fill in the questionnaire. In the process of data collection, timely follow up the recovery of the questionnaire, and make necessary adjustments and supplements according to the requirements of sample size and sample distribution.

Research data management: Research data management refers to the process of sorting, storing, backing up and protecting research data after research data collection. The purpose of research data management is to ensure the integrity, security and availability of research data. The method of research data management is to use professional data management software and system to classify, encode, label and archive the research data according to the standardized data format and structure, and at the same time take necessary data encryption, backup, anti-virus, anti-leakage and other measures to prevent the loss, damage, tampering, leakage and other risks of research data. For example, the data management of consumer research conducted by Shangpu Consulting for a certain automobile brand is: using the data management function of the questionnaire star platform to export, save and back up the questionnaire data, and at the same time using password, fingerprint, face and other authentication methods to encrypt and protect the questionnaire data. Only authorized personnel can access and use the questionnaire data.

3. Research Report

The research report is the third and final step of consumer research, because it determines the value and impact of the research. The core elements of the research report include:

Research data analysis: Research data analysis refers to the process of processing, interpreting, summarizing and summarizing research data. The purpose of research data analysis is to extract valuable information from research data, discover the laws, trends, differences, relationships, etc. of research data, and provide a basis for the writing and presentation of research reports. The method of research data analysis is to use professional data analysis software and technology, according to the type and characteristics of the data, select the appropriate data analysis methods, such as descriptive analysis, correlation analysis, causal analysis, cluster analysis, classification analysis, regression analysis, factor analysis, main component analysis and so on. For example, the data analysis of consumer research conducted by Shangpu Consulting for a certain automobile brand is: using SPSS and Excel and other software to carry out descriptive analysis on the questionnaire data, and calculating the average value, standard deviation, frequency, percentage, etc. of the basic information, purchase motivation, purchase behavior, use behavior, brand evaluation and other indicators of consumers; At the same time, correlation analysis is carried out to calculate the correlation coefficient between the indicators and analyze the relationship between the indicators; then the causal analysis, the use of multiple regression model, analysis of consumer purchase motivation, purchase behavior, use behavior on the impact of brand evaluation, and finally cluster analysis, the use of K-mean algorithm, consumers are divided into different groups, analysis of the characteristics and needs of different groups.

Research report writing: Research report writing refers to the process of expounding the purpose, process, results and suggestions of research according to the results of research data analysis, according to a certain structure and format, in the form of words and charts. The purpose of the research report is to present the content and value of the research to the research clients and stakeholders in a clear, accurate, complete and logical manner, and to provide reference and support for their decisions and actions. The method of writing research reports is to follow general report writing norms, such as using formal, objective and standardized language, using consistent, unified and standard terminology, using concise, clear and intuitive charts, and using reasonable, scientific and effective references and annotations.

Research report presentation: the method of research report presentation is to choose the appropriate presentation method according to different occasions and objects, such as written report, oral report, video report, network report, etc., and pay attention to adjusting the length, depth, focus and tone of the report to meet different needs and expectations. For example, the report of consumer research conducted by Shangpu Consulting for a certain automobile brand is presented as follows: according to the requirements of the entrusting party, a written report containing complete research contents and details is made and sent to the entrusting party in PDF format; At the same time, an oral report is made, including the summary and key points of the research, which is displayed to the entrusting party and other stakeholders in PPT format. Make another video report, contains the highlights and recommendations of the research, published in MP4 format on the client's official website and social media.

Conclusion

This paper introduces the core elements of consumer research conducted by Shangpu Consulting for a certain automobile brand, including the three stages of research design, research implementation and research report, as well as the key points and common problems that need attention in each stage. The purpose of this paper is to provide guidance and reference for enterprises to improve the effect and value of consumer research. Shangpu Consulting is a professional market research and consulting company with rich experience and ability in consumer research. It provides customized consumer research services for customers in all walks of life. Help customers understand market demand, evaluate market opportunities, formulate market strategies, optimize products and services, and enhance brand image and competitiveness. If you have any needs or questions about consumer research, please feel free to contact us, we will serve you wholeheartedly.