The basic process and method of 1. consumer research.

Consumer research is a systematic, scientific, and purposeful process of information collection and analysis, which usually includes the following steps:

Determine the purpose and scope of the research: clarify the objectives, objects, contents, methods, time and budget of the research, and provide guidance for the design and implementation of the follow-up research.

Design research programs and tools: According to the purpose and scope of the research, select appropriate research methods (e. g. questionnaires, interviews, observations, experiments, etc.), design research tools (e. g. questionnaires, interview guides, observation tables, experimental programs, etc.), and pre-test and revise them.

Implement research and collect data: according to the research plan and tools, conduct research on the target consumers, collect relevant data, and pay attention to ensure the quality and effectiveness of the data.

Analysis of data and report writing: collation, coding, statistics, analysis of the collected data, the use of appropriate statistical methods and models, to obtain research.Conclusionand recommendations, and write research reports to present the results and significance of the research to the business or client.

The methods of consumer research can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the method of measuring and analyzing the number, proportion, distribution and relationship of consumers through numerical methods, such as questionnaire survey and experimental research. The advantage of quantitative research is that it can obtain a large amount of data, has high objectivity and credibility, and is suitable for verifying assumptions or evaluating effects. Qualitative research refers to the method of in-depth understanding and explanation of consumers' motivations, attitudes, feelings, experiences, etc. through non-numerical methods, such as interviews, focus groups, observations, case studies, etc. The advantage of qualitative research is that it can obtain rich data, has high flexibility and sensitivity, and is suitable for finding problems or exploring causes. In general, quantitative and qualitative research can complement each other and be used in combination to achieve better research results.

How 2. Consumer Research Can Build Brand Loyalty

Brand loyalty refers to the continuous preference and repeated purchase behavior of consumers for a brand, and it is a psychological state and behavior performance of consumers to the brand. The formation and promotion of brand loyalty is influenced by many factors, such as consumer's personal characteristics, brand attributes, competitive environment, marketing and so on. Consumer research can help companies understand the mechanism and degree of influence of these factors, so as to formulate effective brand strategies and increase consumer brand loyalty. Specifically, consumer research can help companies build brand loyalty in the following ways:

Understand consumer needs and preferences: Consumer needs and preferences are the basic driving force that affects consumer choice and purchase of brands, and are also the basis of brand loyalty. Consumer research can help companies understand the types, levels, and changes of consumer needs and preferences, so as to provide a basis for the design, development, innovation, pricing, and distribution of products and services, so that products and services can meet or exceed Consumer expectations increase consumer satisfaction and loyalty.

Understanding consumer cognition and emotion: Consumer cognition and emotion are important factors that affect consumer attitudes and evaluations of brands, and are also the core of brand loyalty. Consumer research can help enterprises understand the content, intensity and direction of consumers' cognition and emotion of the brand, so as to provide the basis for the positioning, naming, logo, image and communication of the brand, so that the brand can establish and transmit a unique, valuable and meaningful brand impression, and increase the brand identity and loyalty of consumers.

Understanding consumer trust and commitment: Consumer trust and commitment are key factors that influence consumer relationships and interactions with brands, and are a guarantee of brand loyalty. Consumer research can help companies understand the source, degree, and conditions of consumers' trust and commitment to the brand, so as to provide companies with a basis for brand quality, service, social responsibility, and crisis management, so that the brand can maintain and improve the brand. Reliability, credibility, sustainability, increase consumer brand trust and loyalty.

3. Shangpu Consulting's Consumer Research Case

Shangpu Consulting is a professional market research and consulting company, providing consumer research, market analysis, competitive strategy, brand management and other services to customers in all walks of life. Through consumer research, Shangpu Consulting helps customers understand consumers' needs, cognition, emotion, trust, commitment, etc., so as to formulate effective brand strategies and increase consumers' brand loyalty. The following are some consumer research cases of Champ Consulting:

Case 1: Provide consumer research services for an international sports brand to help it understand consumer needs and preferences in the Chinese market, as well as its differentiation advantages from competitors. Shangpu Consulting uses a combination of quantitative and qualitative methods, through questionnaires, interviews, focus groups, neural marketing and other ways to collect a large number of data, analysis of consumer exercise habits, buying behavior, brand awareness, brand emotion and so on. Based on the research results, Shangpu Consulting has put forward suggestions for customers on brand positioning, brand image, brand communication, product innovation and other aspects of the Chinese market, helping customers to enhance brand awareness, brand love and brand loyalty in the Chinese market.

Case 2: Provide consumer research services for a domestic milk tea brand to help it understand consumers' satisfaction and loyalty to the quality, taste, price, service and other aspects of milk tea, as well as their acceptance and willingness to new products. Shangpu Consulting adopted a quantitative method, collected a large amount of data through online and offline questionnaires, and analyzed consumers' milk tea consumption frequency, consumption scenarios, consumption motivation, consumption preferences and so on. According to the research results, Shangpu Consulting has put forward suggestions for customers on product optimization, price strategy, promotional activities, new product promotion and other aspects for different consumer groups, helping customers to improve consumer satisfaction and loyalty, as well as the market share of new products.

Case 3: Provide consumer research services for a foreign cosmetics brand to help it understand consumers' usage habits, purchase channels, brand trust, brand commitment and other aspects of cosmetics, as well as their views and expectations on the brand's social responsibility. Shangpu Consulting adopts a qualitative method, through in-depth interviews, observation, case analysis and other methods, collected a wealth of data, analysis of consumers' cosmetics consumption psychology, consumption value, consumption emotion and other aspects. Based on the research results, Shangpu Consulting has put forward suggestions on brand strategy, brand story, brand communication, brand social responsibility and other aspects for different markets, helping customers to enhance consumers' brand identity and brand loyalty, as well as the social influence of the brand.

Conclusion

Consumer research is an effective market research and consulting method, which can help enterprises to understand consumers' needs, cognition, emotion, trust, commitment and so on, so as to formulate effective brand strategies and increase consumers' brand loyalty. Shangpu Consulting is a professional consumer research service provider, providing customized consumer research programs and suggestions for customers from all walks of life to help customers improve brand competitiveness and market performance.