1. sample problem

The sample problem refers to how to obtain a sufficient number and quality of research objects to ensure the representativeness and credibility of the research results. Due to the diversity and dynamics of consumer groups, as well as the limitations of research costs and time, it is difficult to find a perfect sample to reflect the situation of the entire market or target population. If the sample is too small or too large, or does not meet the research objectives or assumptions, the research results may be distorted or invalid.

There are several ways to solve the sample problem:

Clarify the purpose and object of the research, and determine the type, size, stratification and sampling method of the sample based on the research questions and assumptions.

Select the appropriate research channel and method, according to the characteristics and availability of the sample, select the most effective and economical research channel and method, such as online or offline, questionnaire or interview, random or purposeful, etc.

Improve the response rate and coordination of the sample, and increase the willingness and enthusiasm of the sample by designing concise, attractive and motivating research content and forms, and providing appropriate rewards or feedback.

Test the validity and consistency of the sample, and ensure the quality and reliability of the sample by screening, cleaning and verifying the basic information of the sample, the answer situation, the data distribution, etc., to eliminate invalid, duplicate or abnormal samples.

Champ Consulting used the above approach when conducting consumer research for an automaker. According to the customer's target market and target population, Shangpu Consulting determined that the sample type is automobile consumers, the size is 1000 people, stratified into different age, gender, income, geographical and other dimensions, the sampling method is stratified random sampling. Shangpu Consulting chose the online questionnaire method, published research links through social media platforms such as WeChat and Chattering, as well as automobile-related websites, forums, APP and other channels, and provided rewards such as lucky draws or red envelopes to improve the response rate and coordination of the samples. After collecting sufficient data, Shangpu Consulting screened, cleaned and verified the samples to eliminate invalid, duplicate or abnormal samples, and ensured the validity and consistency of the samples. Ultimately, Champ provides clients with a representative and credible sample, as well as a sample-based analysis of consumer needs, preferences, behavior, and satisfaction.

2. deviation problem

The problem of deviation refers to the factors that may affect the accuracy and objectivity of the research results during the research process, including the subjective deviation of the researchers, the design deviation of the research content, and the answer deviation of the research object. These deviations may lead to a certain gap between the research results and the actual situation, thus affecting the effectiveness and value of the research.

There are several ways to solve the problem of deviation:

Improve the professional level and quality of researchers, through training, guidance and supervision, to ensure that researchers have sufficient knowledge, skills and experience, to avoid subjective assumptions, emotional tendencies, preset positions and other behaviors that affect the research results in the research process.

Optimize the design and expression of the research content, through reasonable logical structure, clear language expression, neutral question formulation, sufficient option setting, etc., to avoid guidance, implication, ambiguity, ambiguity and other problems affecting the research results in the research content.

Reduce the response bias of the research object, by protecting the privacy and rights of the research object, establishing the trust and respect of the research object, eliminating the concerns and worries of the research object, etc., to avoid the research object's intentional concealment, random coping, social expectations and other impact on the research results of the answer.

Champ Consulting used the above method when conducting consumer research for a restaurant chain. Shangpu Consulting has organized a professional research team to systematically train, guide and supervise team members to ensure that team members can conduct research objectively, impartially and professionally in accordance with established standards and procedures. According to the customer's research purpose and problem, Shangpu Consulting has designed a reasonable, clear, neutral and sufficient research questionnaire to avoid the problems that may cause deviation, such as guidance, suggestion, ambiguity and ambiguity. When conducting research, Shangpu Consulting protects the privacy and rights of the research objects, establishes the trust and respect of the research objects, eliminates the concerns and worries of the research objects, and encourages the research objects to answer questions truthfully, freely and sincerely. In the end, Champ Consulting provides customers with accurate, objective and professional research results, as well as results-based consumer satisfaction, loyalty, word-of-mouth and recommendations analysis reports.

3. feedback questions

The feedback problem refers to how to present the research results to the customer in an effective way to help the customer understand and use the research results, so as to realize the purpose and value of the research.

4. insight into the problem

Insight questions refer to how to extract valuable insights from research results to guide customer decisions and actions. Because the research results can only reflect the superficial phenomenon of consumers, but can not reveal the deep motivation, needs and expectations of consumers. If there is no in-depth analysis and interpretation, the research results may lose their meaning and function.

There are several ways to solve the problem of insight:

Using the appropriate analysis methods and tools, according to the type, characteristics and purpose of the research results, select the most suitable analysis methods and tools, such as descriptive analysis, correlation analysis, causal analysis, cluster analysis, regression analysis, etc., as well as SPSS, Excel, R and other software, the research results for effective processing and calculation.

Generate clear analysis reports and charts, and present the results of the analysis to the customer in an effective way through a reasonable report structure, clear report language, intuitive report charts, etc., highlighting the focus of the analysis, findings andConclusionIt is easy for customers to understand and accept.

Put forward valuable insights and suggestions, through the interpretation, induction and reasoning of the analysis results, from the perspective of consumers and customers, put forward valuable insights and suggestions, such as consumer needs, preferences, behavior, satisfaction factors, improvement direction, optimization strategies, etc., to help customers achieve their goals and values.

Champ Consulting used the above method when conducting consumer research for a clothing brand. According to the types of research results, Shangpu Consulting is quantitative data and qualitative data, which are characterized by multiple dimensions and multiple levels. In order to understand consumers' purchasing behavior and brand cognition, it chooses descriptive analysis, correlation analysis, cluster analysis and other analysis methods, as well as SPSS, Excel and other software, to effectively process and calculate the research results. Champ Consulting generates a clear analysis report and charts that present the results of the analysis to the client in an effective manner, highlighting the focus of the analysis, findings andConclusion, such as consumer purchase frequency, purchase amount, purchase channel, purchase motivation, brand awareness, brand image, brand loyalty, etc. Based on the analysis results, Shangpu Consulting puts forward valuable insights and suggestions from the perspective of consumers and customers, such as consumer needs, preferences, behavior, satisfaction factors, improvement directions, optimization strategies, etc., to help customers improve their product competitiveness, market share and brand value.

Conclusion

Consumer research is an important means of marketing, which can help companies understand consumer needs, preferences, behavior and satisfaction, so as to formulate more effective product development, pricing, promotion and distribution strategies. However, there are also some difficulties and challenges in consumer research. This paper analyzes the difficulties of consumer research from four aspects: sample, deviation, feedback and insight, and puts forward corresponding solutions. This paper takes part of the service customer cases of Shangpu Consulting as an example, shows the practical process and effect of consumer research, and proves the value and significance of consumer research. It is hoped that this paper can provide some reference and enlightenment for the consumer research of Shangpu Consulting.