Purpose of 1. Consumer Research

The purpose of consumer research is to help companies better understand consumer needs, preferences, behavior, motivation, satisfaction, etc., so as to provide data support and insights for corporate decision-making. Consumer research can help companies achieve the following goals:

-Market segmentation: Through consumer research, companies can divide the market into different market segments, formulate different products and services according to different consumer characteristics and needs, and increase market share and competitive advantage.

-Product positioning: Through consumer research, companies can determine the target market and target consumers of the product, clarify the core value and differentiation advantages of the product, and shape the brand image and reputation of the product.

-Brand management: through consumer research, enterprises can understand consumers' cognition, attitude, emotion and loyalty to the brand, evaluate the influence and reputation of the brand, and optimize the communication and promotion strategy of the brand.

-Pricing strategy: Through consumer research, companies can analyze consumers' purchasing power, willingness to pay, price sensitivity and price acceptance, formulate reasonable pricing strategies, and balance product profits and sales.

-New product development: Through consumer research, companies can explore the potential and unmet needs of consumers, discover new opportunities and trends in the market, and design and develop new products and services that meet consumer expectations.

-Channel construction: Through consumer research, companies can understand consumers' shopping habits, channel preferences, channel selection and channel satisfaction, select and optimize sales channels suitable for consumers, and improve channel coverage and efficiency.

-Advertising: Through consumer research, companies can understand consumers' media use, information acquisition, advertising contact and advertising response, develop effective advertising creativity and advertising media, and improve the attractiveness and influence of advertising.

-Promotional activities: Through consumer research, companies can understand consumers' promotional sensitivity, promotional preferences, promotional participation and promotional effects, formulate appropriate promotional methods and promotional opportunities, and improve promotional participation and conversion rates.

-Sales forecast: Through consumer research, companies can understand consumers' purchase intentions, purchase frequency, purchase volume and purchase time, predict market demand and sales, and formulate reasonable production and inventory plans.

Methods of 2. Consumer Research

The methods of consumer research can be divided into two categories: qualitative research and quantitative research. Qualitative research is mainly used to explore the deep-seated psychology and motivation of consumers, and to obtain consumers' feelings and opinions. Common methods include in-depth interviews, focus groups, scenario simulations, and metaphor stimulation. Quantitative research is mainly used to verify consumer behavior and attitudes, to obtain consumer data and indicators, commonly used methods are questionnaires, experimental design, observation, neuroscience and so on.

The choice of consumer research methods should be based on the purpose of consumer research, object, content, budget, time and other factors, in general, qualitative research and quantitative research can complement each other, combined use. For example, in the early stage of new product development, enterprises can understand the potential needs and expectations of consumers through qualitative research, and generate new product ideas and concepts; in the middle stage of new product development, quantitative research can test the feasibility and attractiveness of new products, and optimize the design and function of new products; in the later stage of new product development, quantitative research can be used to evaluate the market potential and competitiveness of new products, and formulate pricing and promotion strategies for new products.

3. consumer research process

The process of consumer research generally includes the following steps:

-Clear research purpose: determine the background, objectives, scope and focus of consumer research, clarify the problems and assumptions of consumer research, and formulate plans and programs for consumer research.

-Select research methods: According to the research purpose, select the appropriate qualitative research and quantitative research methods, design research tools and materials, such as interview outline, questionnaire, experiment, etc.

-Determine the research object: according to the purpose of the study, determine the target group and characteristics of consumer research, determine the sample size and sampling method of consumer research, recruit and screen the participants of consumer research.

-Implementation of research activities: According to research methods, organize and implement consumer research activities, such as in-depth interviews, focus groups, questionnaires, experiments, etc., collect and record consumer research data and information.

-Analysis of research results: According to the purpose of the research, the data and information of consumer research are collated, cleaned, coded, counted, analyzed and interpreted to refine the key findings and insights of consumer research.

-Writing research reports: According to the purpose of the research, the process, results, findings and insights of consumer research, as well as suggestions and opinions on enterprises, are written into consumer research reports to form the results and output of consumer research.

Evaluation of the Effect of 4. Consumer Research

The effect evaluation of consumer research refers to the evaluation and feedback of the quality and value of consumer research, so as to facilitate the continuous and improvement of consumer research and improve the efficiency and effectiveness of consumer research. The effect of consumer research can be evaluated from the following aspects:

-Research quality: evaluate whether the methods, tools, objects, activities, data and analysis of consumer research are reasonable, effective, accurate, reliable, objective and comprehensive, whether they meet the purpose and standard of consumer research, whether there are deviations and errors of consumer research, and whether they need to be revised and supplemented by consumer research.

-Research value: evaluate whether the results, findings, insights and reports of consumer research are useful, meaningful, enlightening and influential, whether they can provide data support and insight for the decision-making of the enterprise, whether they can bring value and benefits to the development of the enterprise, and whether they can contribute to the improvement of the competitive advantage and core competence of the enterprise.

-Research feedback: collect and sort out the feedback and evaluation of participants, customers, partners, peers, experts, etc. of consumer research, understand the satisfaction, recognition and recommend of consumer research, obtain the advantages and disadvantages of consumer research, find out the problems and improvement points of consumer research, and put forward suggestions and opinions of consumer research.

The effect evaluation of consumer research can be carried out in a variety of ways, such as questionnaires, interviews, ratings, reviews, cases, comparisons, etc. The effect evaluation of consumer research should be a continuous process, constantly monitoring and improving the quality and value of consumer research.

Consumer Research Case of 5. Shangpu Consulting

Shangpu Consulting is a professional market research and consulting company with rich experience and ability in consumer research, providing high-quality consumer research services and solutions for customers in all walks of life. Here are some of the success stories of Champ Consulting in the field of consumer research:

-Case 1: Conduct consumer research on new product development for an internationally renowned cosmetics brand to help it understand the needs and preferences of consumers in the Chinese market, and design and develop new product series that meet the Chinese market. Shangpu Consulting adopts qualitative research methods such as in-depth interview, focus group and scenario simulation, as well as quantitative research methods such as questionnaire survey and experimental design, to conduct a comprehensive consumer survey on the target consumers. From the perspectives of consumers' lifestyle, beauty concept, purchase behavior and product use, it explores the potential needs and expectations of consumers, and generates the creativity and concept of new products, the feasibility and attractiveness of the new products were tested, the market potential and competitiveness of the new products were evaluated, and the pricing and promotion strategies of the new products were formulated. The results and suggestions of consumer research by Shangpu Consulting provide strong data support and insight for customers' new product development, help customers successfully launch new product series in the Chinese market, and obtain good market response and sales performance.

-Case 2: Conduct consumer research on brand management for a leading domestic e-commerce platform to help it understand consumers' cognition, attitude, emotion and loyalty to its brand, evaluate its brand influence and reputation, and optimize its brand communication and promotion strategy. Shangpu Consulting adopts quantitative research methods such as questionnaire survey and experimental design, as well as qualitative research methods such as in-depth interview and metaphor stimulation to conduct a comprehensive consumer survey on the target consumers, and analyzes consumers' perception and evaluation of the brand from the perspectives of consumers' brand awareness, brand association, brand attitude, brand emotion, brand loyalty and so on, this paper measures the brand's popularity, reputation, preference, recommend and other indicators, discusses the core value and differentiation advantages of the brand, formulates the brand's positioning and image, and puts forward suggestions and plans for brand communication and promotion. The results and suggestions of Shangpu consulting's consumer research provide strong data support and insight for customers' brand management, help customers successfully enhance the influence and reputation of the brand, and enhance the loyalty and reputation of the brand.

-Case 3: Conduct consumer research on new product development for a well-known domestic food and beverage company to help it understand consumers' beverage consumption habits, needs and preferences, and design and develop new beverages that meet consumers' expectations. Shangpu Consulting adopts quantitative research methods such as questionnaire survey and experimental design, as well as qualitative research methods such as in-depth interview and scenario simulation, to conduct a comprehensive consumer survey on the target consumers. From the perspectives of consumers' beverage consumption scenarios, motivation, frequency, quantity, category, brand and so on, it analyzes consumers' beverage consumption behaviors and attitudes, and finds consumers' potential needs and unmet needs, the ideas and concepts of new beverages were generated, the feasibility and attractiveness of new beverages were tested, the market potential and competitiveness of new beverages were evaluated, and the pricing and promotion strategies of new beverages were formulated. The results and suggestions of consumer research by Shangpu Consulting provide strong data support and insight for customers' new product development, help customers successfully launch new beverages in the market, and obtain good market response and sales performance.