The basic process and method of 1. consumer research.

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to help companies understand consumer needs, preferences, behaviors and attitudes, so as to provide a basis and recommendations for business decisions. The basic process of consumer research includes the following steps:

1. Identify research objectives and questions. The purpose of the survey refers to the main objectives of the survey and the desired results, and the survey questions refer to the specific questions that the survey needs to answer. Research objectives and questions should be clear, specific, feasible and measurable to facilitate the design of appropriate research programs and evaluation of research results.

2. Design research programs and tools. The research program refers to the specific content, method, scope, sample, time and budget of the research, and the research tool refers to the tools used to collect and analyze data, such as questionnaires, interview guides, observation tables, statistical software, etc. Research programs and tools should be consistent with research objectives and questions, effective, effective, reliable and effective.

3. Conduct research and collect data. The implementation of research refers to the collection of relevant data from target consumers through different channels and methods, such as online or offline, quantitative or qualitative, active or passive, according to research programs and tools. The process of collecting data should ensure the integrity, accuracy and consistency of the data, and avoid data loss, errors and deviations.

4. Analyze and interpret data. Analysis of data refers to the collation, induction, classification, calculation, comparison, inspection, etc. of the collected data in order to extract the effective information of the data and discover the laws and trends of the data. Interpreting data refers to the elaboration and evaluation of the meaning and implications of the data based on the results of the analysis of the data, combined with the purpose and questions of the research, as well as relevant theories and knowledge.

5. Write and submit reports. Writing a report refers to presenting the process and results of the research, as well as the summary and recommendations of the research, in a standardized and clear form, such as text, charts, attachments, etc., in a report. Report submission refers to the timely and accurate delivery of the report to the client or relevant parties of the survey in accordance with the requirements and regulations.

The methods of consumer research can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the method of describing and analyzing the characteristics and behavior of consumers through numerical data, such as percentages, averages, standard deviations, etc., such as questionnaires, experiments, observations, etc. Qualitative research refers to the method of understanding and explaining consumers' motivations and attitudes through non-numerical data, such as words, pictures, sounds, etc., such as interviews, focus groups, case studies, etc. Quantitative research and qualitative research have their own advantages and limitations, and often need to be used in combination to gain more comprehensive and in-depth consumer insights.

2. Shangpu Consulting's Consumer Research Case

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China. It has rich consumer research experience and professional capabilities, and provides high-quality consumer research services for many companies. The following are specific cases of consumer research conducted by Shangpu Consulting for a clothing brand, a cosmetics brand and a food brand, showing the value and effect of consumer research.

Consumer Survey of a Clothing Brand in (I)

A clothing brand is a fast fashion brand focusing on women's fashion, mainly for young women aged 18-35, providing a variety of clothing and accessories to meet the needs of different occasions and styles. The brand has a long history of development in the Chinese market and has a certain degree of popularity and loyalty, but in recent years it has faced intensified market competition and changes in consumer demand, resulting in a decline in sales and market share. In order to improve the performance and image of the brand, the brand commissioned Shangpu Consulting to conduct a consumer survey to understand consumers' perception and evaluation of the brand, as well as consumers' purchasing behavior and needs, so as to provide guidance and suggestions for the brand's products and marketing strategies.

Shangpu Consulting adopted a combination of quantitative and qualitative methods, designed a questionnaire including brand image, product satisfaction, purchase behavior, purchase motivation, purchase barriers, competition analysis and other aspects, through online channels to the target consumers issued and recycled, a total of 1000 valid questionnaires were collected. At the same time, Shangpu Consulting also invited 20 eligible consumers to participate in an offline focus group discussion. Through semi-structured interviews, it discussed in depth consumers' feelings and expectations of the brand, as well as consumers' purchase decision-making process and influencing factors. Champ Consulting conducted a statistical analysis and content analysis of the collected data, resulting in the following key findings andConclusion：

-In terms of brand image, consumers have a general overall impression of the brand, believing that the style and positioning of the brand are not clear and prominent enough, and lack of characteristics and differentiation. Consumers' perception of the brand mainly comes from the experience of offline stores and the spread of online social media, but the intensity and frequency of brand promotion are not enough.

-In terms of product satisfaction, consumers are less satisfied with the brand's product quality, style, price, service, etc., and believe that the brand's products have not kept up with the fashion trend, lack innovation and individuality, and the price is high and cost-effective. Not high, the service is not thoughtful and professional enough.

-In terms of purchase behavior, consumers purchase the brand with low frequency and amount, mainly concentrated in the discount promotion, and most of the products purchased are basic models, such as T-shirts, jeans, etc., and rarely buy high-value products, such as coats, skirts, etc. Consumers' purchase channels are mainly offline stores, and the utilization rate of online channels is low. The main reason is that the product display and service experience of online channels are not good, which leads to consumers' lack of trust and interest.

-In terms of purchase motivation, consumers' purchase motivation for the brand is mainly functional, such as meeting basic wearing needs, rather than emotional, such as showing personality and style, or gaining recognition and appreciation. Consumers have a weak emotional connection to the brand and lack loyalty and willingness to recommend.

-In terms of purchase barriers, consumers' purchase barriers to the brand are mainly product and brand issues, such as product quality, style, price, etc. that do not meet consumer expectations and needs, brand image and positioning are not clear and prominent, and lack of attractiveness and influence. Consumers' cognition and evaluation of the brand have been affected by competing products, such as international fast fashion brands such as ZARA and H & M, as well as domestic fast fashion brands such as Uniqlo and UR. These brands have strong advantages and competitiveness in terms of products and brands, thus seizing consumers' attention and preferences.

-In terms of competition analysis, consumers have a high awareness and evaluation of the brand's competition, believing that the products and brands of the competition are better and more suitable for themselves than the brand. Consumers' purchase frequency and amount of competing products are relatively high, mainly when new products are launched and festival activities, and most of the products purchased are high-value products, such as coats and skirts. Consumers' purchase channels are mainly online channels, and the utilization rate of online channels is relatively high. The main reason is that the product display and service experience of online channels are better, which leads to consumers' confidence and interest.

Based on the above findings andConclusion, Champ Consulting made the following recommendations for the brand:

In terms of brand image, it is recommended that the brand clarify and highlight its own brand positioning and style, find its own core competitiveness and differentiation advantages, create its own brand story and culture, and enhance brand awareness and reputation. At the same time, it is recommended that the brand strengthen online and offline brand promotion and promotion, and use multiple channels and methods, such as social media, online celebrities, events, advertising, etc., to increase the brand's exposure and influence, and attract and retain consumers Attention and interest.

In terms of product satisfaction, it is recommended that the brand strengthen product research and development and innovation, follow up fashion trends and trends, provide more product types and styles, meet the needs and preferences of different consumers, and increase the added value and attractiveness of products. At the same time, it is recommended that the brand improve product quality and cost performance, reasonably adjust product prices and profits, and enhance product competitiveness and market share. In addition, it is suggested that the brand should optimize the service of products and provide more service contents and methods, such as fitting, returning, customization, consultation, etc., so as to improve the quality and efficiency of service, and enhance the experience and satisfaction of service.

In terms of purchase behavior, it is recommended that the brand promote the frequency and amount of consumers' purchases, through a variety of means and strategies, such as the launch of new products, membership system, points exchange, coupons, gifts, etc., to stimulate consumers' desire and actions to buy, and increase consumption The amount and value of consumer purchases. At the same time, it is suggested that the brand should expand the purchasing channels of consumers, and create an omni channel purchasing system by integrating online and offline resources and advantages, such as online stores, wechat, small programs, live broadcast, self-promotion points, etc., to provide more purchasing convenience and choices, and increase consumers' purchasing opportunities and possibilities.

In terms of purchase motivation, it is suggested that the brand should enhance the purchase motivation of consumers, and meet the non functional needs of consumers by improving the emotional value of products and brands, such as showing personality and style, or gaining recognition and appreciation, so as to increase consumers' emotional connection and loyalty to the brand. At the same time, it is suggested that the brand should cultivate consumers' willingness to recommend, and increase consumers' trust and love for the brand and expand the brand's influence and reputation by encouraging and rewarding consumers' word-of-mouth communication, such as comments, sharing, invitation, etc.

In terms of purchase barriers, it is recommended that the brand eliminate consumer purchase barriers, improve product and brand conformity and satisfaction, and reduce consumer purchase hesitation and rejection by improving product and brand problems. At the same time, it is suggested that the brand should deal with the influence of consumers' competing products, find out their own differentiation and optimization points by analyzing the advantages and disadvantages of competing products, enhance their competitiveness and advantages, and seize the attention and preference of consumers.

Consumer Survey of a Cosmetic Brand in (II)

A cosmetics brand is a skin care brand focusing on natural plants, mainly for mature women aged 25-45, providing a variety of skin care products to meet the needs of different skin types and needs. The brand has a long history of development in the Chinese market and has a certain degree of popularity and loyalty, but in recent years it has faced intensified market competition and changes in consumer demand, resulting in a decline in sales and market share. In order to improve the performance and image of the brand, the brand commissioned Shangpu Consulting to conduct a consumer survey to understand consumers' perception and evaluation of the brand, as well as consumers' purchasing behavior and needs, so as to provide guidance and suggestions for the brand's products and marketing strategies.

Shangpu Consulting adopted a combination of quantitative and qualitative methods, designed a questionnaire including brand image, product satisfaction, purchase behavior, purchase motivation, purchase barriers, competition analysis and other aspects, through online channels to the target consumers issued and recycled, a total of 1000 valid questionnaires were collected. At the same time, Shangpu Consulting also invited 20 eligible consumers to participate in an offline focus group discussion. Through semi-structured interviews, it discussed in depth consumers' feelings and expectations of the brand, as well as consumers' purchase decision-making process and influencing factors. Champ Consulting conducted a statistical analysis and content analysis of the collected data, resulting in the following key findings andConclusion：

-In terms of brand image, consumers have a good overall impression of the brand, believing that the concept and style of the brand are in line with their own values and aesthetics, and the characteristics and efficacy of the brand's natural plants are also in line with their own skin care needs and health concepts. Consumers' awareness of the brand mainly comes from the spread of online social media and the experience of offline stores, but there is still room for improvement in brand awareness and reputation.

-In terms of product satisfaction, consumers are highly satisfied with the quality, style, price and service of the brand's products, believing that the brand's products can effectively improve and protect their skin, and the packaging and aroma of the products are also very pleasing to the eye, the price is reasonable, and the service is thoughtful and professional.

-In terms of purchase behavior, consumers have a high frequency and amount of purchase of the brand, mainly during seasons and festivals, and most of the products purchased are high-value products, such as essence, mask, etc. Consumers' purchase channels are mainly online channels, and the utilization rate of online channels is relatively high. The main reason is that the product display and service experience of online channels are better, which leads to consumers' confidence and interest.

-In terms of purchase motivation, consumers' purchase motivation for the brand is mainly emotional, such as meeting their own skin care needs, or expressing their own taste and style, or rewarding and rewarding themselves, or giving gifts to relatives and friends. Consumers have a strong emotional connection to the brand, and have a high loyalty and willingness to recommend.

-In terms of purchase barriers, consumers' purchase barriers to the brand are mainly product and channel problems. For example, the inventory and supply of products are unstable, which prevents consumers from purchasing the products they want in time, or the types and styles of products are not enough. Diversified, resulting in consumers unable to meet their diversified skin care needs, or the coverage and distribution of offline channels are not extensive enough, resulting in consumers unable to experience and purchase products conveniently.

-In terms of competition analysis, consumers have low cognition and evaluation of the brand's competition products. They think that the products and brands of the competition products are worse than the brand, do not have the characteristics and functions of the natural plants of the brand, and the quality and price of the products are not as good as the brand, the image and positioning of the brand are not clear and prominent, and lack of attraction and influence.

Based on the above findings andConclusion, Champ Consulting made the following recommendations for the brand:

-In terms of brand image, it is recommended that the brand continue to strengthen its brand positioning and style, highlight the characteristics and effects of its own natural plants, create its own brand story and culture, and enhance brand awareness and reputation. At the same time, it is recommended that the brand strengthen online and offline brand promotion and promotion, and use multiple channels and methods, such as social media, online celebrities, events, advertising, etc., to increase the brand's exposure and influence, and attract and retain consumers Attention and interest.

-In terms of product satisfaction, it is recommended that the brand maintain product quality and cost performance, reasonably adjust product prices and profits, and enhance product competitiveness and market share. At the same time, it is recommended that the brand increase the types and styles of products, provide more product functions and choices, meet the needs and preferences of different consumers, and increase the added value and attractiveness of the products. In addition, it is recommended that the brand optimize the service of the product and provide more service content and methods, such as trial, return, customization, consultation, etc., to improve the quality and efficiency of the service, and enhance the service experience and satisfaction.

-In terms of purchase behavior, it is recommended that the brand promote the frequency and amount of consumers' purchases, through a variety of means and strategies, such as the launch of new products, membership system, points exchange, coupons, gifts, etc., to stimulate consumers' desire and actions to buy, and increase Consumers' purchases and value. At the same time, it is suggested that the brand should expand the purchasing channels of consumers, and create an omni channel purchasing system by integrating online and offline resources and advantages, such as online stores, wechat, small programs, live broadcast, self-promotion points, etc., to provide more purchasing convenience and choices, and increase consumers' purchasing opportunities and possibilities.

-In terms of purchase motivation, it is recommended that the brand maintain consumers' purchase motivation, and meet consumers' non-functional needs by improving the emotional value of products and brands, such as showing personality and style, or gaining recognition and appreciation, and increasing consumers' emotional connection and loyalty to the brand. At the same time, it is suggested that the brand should encourage consumers' recommend willingness, increase consumers' trust and love for the brand, and expand the brand's influence and reputation by encouraging and rewarding consumers' word-of-mouth communication, such as comments, sharing, invitation, etc.

-In terms of purchase barriers, it is recommended that the brand eliminate consumer purchase barriers, improve the stability and diversity of products and channels, and reduce consumer purchase hesitation and rejection by improving product and channel problems.

Consumer Survey of a Food Brand in (III)

A food brand is a brand focusing on healthy snacks, mainly for young consumers aged 15-35, providing snacks with a variety of flavors and functions, such as nuts, dried fruits, biscuits, candies, etc., to meet the taste and needs of different consumers. The brand has a long history of development in the Chinese market and has a certain degree of popularity and loyalty, but in recent years it has faced intensified market competition and changes in consumer demand, resulting in a decline in sales and market share. In order to improve the performance and image of the brand, the brand commissioned Shangpu Consulting to conduct a consumer survey to understand consumers' perception and evaluation of the brand, as well as consumers' purchasing behavior and needs, so as to provide guidance and suggestions for the brand's products and marketing strategies.

Shangpu Consulting adopted a combination of quantitative and qualitative methods, designed a questionnaire including brand image, product satisfaction, purchase behavior, purchase motivation, purchase barriers, competition analysis and other aspects, through online channels to the target consumers issued and recycled, a total of 1000 valid questionnaires were collected. At the same time, Shangpu Consulting also invited 20 eligible consumers to participate in an offline focus group discussion. Through semi-structured interviews, it discussed in depth consumers' feelings and expectations of the brand, as well as consumers' purchase decision-making process and influencing factors. Champ Consulting conducted a statistical analysis and content analysis of the collected data, resulting in the following key findings andConclusion：

-In terms of brand image, consumers have a general overall impression of the brand, believing that the concept and style of the brand are not prominent and unique enough, the characteristics and functions of the brand's healthy snacks are not clear and powerful enough, and the brand lacks characteristics and differentiation. Consumers' awareness of the brand mainly comes from the spread of online social media and offline supermarket sales, but there is still room for improvement in brand awareness and reputation.

-In terms of product satisfaction, consumers are less satisfied with the brand's product quality, style, price, and service. They believe that the brand's products have not kept up with changes in consumer tastes and needs, lack innovation and diversity, and The price is high, the cost-effectiveness is not high, and the service is not thoughtful and professional enough.

-In terms of purchasing behavior, consumers buy the brand with low frequency and amount, mainly focusing on occasional snack demand rather than unconventional snack habits, and most of the products purchased are low-value products, such as dry, candy, etc., Rarely buy high-value products, such as nuts, biscuits, etc. The main purchase channels of consumers are offline supermarkets, and the utilization rate of online channels is low. The main reason is that the product display and service experience of online channels are not good, which leads to the lack of trust and interest of consumers.

-In terms of purchase motivation, consumers' purchase motivation for the brand is mainly functional, such as satisfying basic hunger, or supplementing energy and nutrition, rather than emotional, such as enjoying delicious food and fun, or expressing self and emotion, or giving it to relatives and friends as gifts. Consumers have a weak emotional connection to the brand and lack loyalty and willingness to recommend.

-In terms of purchase barriers, consumers' purchase barriers to the brand are mainly product and brand problems, such as product taste, function, price, etc. that do not meet consumer expectations and needs, brand image and positioning are not clear and prominent, and lack of attractiveness and influence. Consumers' perception and evaluation of the brand have been affected by competing products, such as domestic healthy snack brands such as Three Squirrels and Baicao, as well as international snack brands such as Oreo and potato chips. These brands have products and brands. Strong advantages and competitiveness, thus grabbing consumers' attention and preferences.

-In terms of competition analysis, consumers have a high awareness and evaluation of the brand's competition, believing that the products and brands of the competition are better and more suitable for themselves than the brand. Consumers buy competing products with high frequency and amount, mainly concentrated in the regular demand for snacks, and most of the products purchased are high-value products, such as nuts, biscuits and so on. Consumers' purchase channels are mainly online channels, and the utilization rate of online channels is relatively high. The main reason is that the product display and service experience of online channels are better, which leads to consumers' confidence and interest.

Based on the above findings andConclusion, Champ Consulting made the following recommendations for the brand:

In terms of brand image, it is recommended that the brand clarify and highlight its own brand positioning and style, find its own core competitiveness and differentiation advantages, create its own brand story and culture, and enhance brand awareness and reputation. At the same time, it is recommended that the brand strengthen online and offline brand promotion and promotion, and use multiple channels and methods, such as social media, online celebrities, events, advertising, etc., to increase the brand's exposure and influence, and attract and retain consumers Attention and interest.

In terms of product satisfaction, it is recommended that the brand strengthen product research and development and innovation, follow up changes in consumer tastes and needs, provide more product types and functions, meet the needs and preferences of different consumers, and increase the added value and attractiveness of products. At the same time, it is recommended that the brand improve product quality and cost performance, reasonably adjust product prices and profits, and enhance product competitiveness and market share. In addition, it is recommended that the brand optimize the service of the product and provide more service content and methods, such as tasting, return, customization, consultation, etc., to improve the quality and efficiency of the service, and enhance the service experience and satisfaction.

In terms of purchase behavior, it is recommended that the brand promote the frequency and amount of consumers' purchases, through a variety of means and strategies, such as the launch of new products, membership system, points exchange, coupons, gifts, etc., to stimulate consumers' desire and actions to buy, and increase consumption The amount and value of consumer purchases. At the same time, it is suggested that the brand should expand the purchasing channels of consumers, and create an omni channel purchasing system by integrating online and offline resources and advantages, such as online stores, wechat, small programs, live broadcast, self-promotion points, etc., to provide more purchasing convenience and choices, and increase consumers' purchasing opportunities and possibilities.

-In terms of purchase motivation, it is suggested that the brand should improve the purchase motivation of consumers, and meet the non-functional needs of consumers by improving the emotional value of products and brands, such as enjoying delicious food and fun, expressing self and emotion, or giving it to relatives and friends as gifts, so as to increase consumers' emotional connection and loyalty to the brand. At the same time, it is suggested that the brand should encourage consumers' recommend willingness, increase consumers' trust and love for the brand, and expand the brand's influence and reputation by encouraging and rewarding consumers' word-of-mouth communication, such as comments, sharing, invitation, etc.

-In terms of purchase barriers, it is recommended that the brand eliminate consumer purchase barriers, improve the stability and diversity of products and channels, and reduce consumer purchase hesitation and rejection by improving product and channel problems. At the same time, it is suggested that the brand should deal with the influence of consumers' competing products, find out their own differentiation and optimization points by analyzing the advantages and disadvantages of competing products, enhance their competitiveness and advantages, and seize the attention and preference of consumers.