The concept and significance of consumer research

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment, demographic characteristics, lifestyle, economic level, etc., to achieve their own aspirations and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase, use and other stages. The purpose of consumer research is to understand consumer needs, preferences, satisfaction, loyalty, etc., so as to provide a basis and guidance for product development, market positioning, marketing strategy, brand building, etc.

The importance of consumer research is that it can help companies grasp market opportunities, meet consumer expectations, enhance brand competitiveness, and enhance brand influence. Specifically, consumer research can help businesses:

Identify and divide the target market, determine the characteristics and needs of target consumers, and provide reference for product development and market positioning;

Understand and analyze consumers' purchasing behavior and consumption process, explore consumers' motives, preferences, influencing factors, decision-making patterns, etc., and provide a basis for the formulation and implementation of marketing strategies;

Evaluate and monitor consumer satisfaction and loyalty to products and services, identify and resolve consumer issues and complaints, and provide feedback for the improvement and optimization of products and services;

Measure and improve consumer brand awareness, reputation, association, loyalty, etc., to provide support for brand building and maintenance;

Predict and track consumer demand changes and consumption trends, and provide forward-looking guidance for the innovation and development of enterprises.

Introduction and Advantages of Champ Consulting

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting provides industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, ipo segmentation market research, fund-raising project feasibility study, business financing plan and other segmentation consulting services.

Shangpu consulting's consumer research services cover a number of industries, including consumer goods and retail, health care, education, tourism, culture and entertainment, automobile, finance, real estate, energy, environmental protection, etc. The consumer research methods of Shangpu Consulting include quantitative research and qualitative research, quantitative research mainly uses questionnaires, telephone interviews, online surveys and other methods, qualitative research mainly uses in-depth interviews, focus groups, neural marketing and other methods. Champ Consulting's consumer research tools include data analysis and visualization software such as SPSS, SAS, R, Python, Tableau, PowerBI, and neuroscience instruments such as EyeLink, EEG, GSR, and FMRI.

The advantage of Shangpu Consulting is that it has a professional team composed of industry experts, market analysts, data scientists, neuroscientists, etc., which can provide customers with comprehensive, multi-dimensional and in-depth consumer insights. The team of Shangpu Consulting not only has rich industry experience and market knowledge, but also has mastered the latest data technology and neuroscience methods, and can conduct comprehensive analysis and interpretation from the consumer's performance layer and internal layer. The team of Shangpu Consulting also has good communication skills and innovation capabilities. It can design appropriate research plans according to the different needs of customers, collect and analyze consumer data, and put forward targeted suggestions to help customers optimize products and services. Brand awareness and reputation, enhance brand influence.

Case Analysis of Consumer Research of Shangpu Consulting

This paper selects the specific cases of consumer research services provided by Shangpu Consulting for a well-known milk tea brand, an international hotel group and an online education platform, and analyzes how Shangpu Consulting designs appropriate research programs according to the different needs of customers. Collect and analyze consumer data, put forward targeted suggestions to help customers enhance brand influence.

Case 1: Consumer survey of a well-known milk tea brand

A well-known milk tea brand is China's leading milk tea chain brand, with more than 3000 stores covering major cities across the country, mainly for young consumers, providing a variety of flavors and styles of milk tea products. The customer needs of the brand is to understand the consumer behavior and preferences of its target consumers, as well as its brand image and competitiveness, to provide guidance for its product innovation and brand promotion.

Champ Consulting provides the following consumer research services for the brand:

Quantitative research: Shangpu Consulting conducted a questionnaire survey on 1000 milk tea consumers aged 18-35 across the country through online surveys, and collected their basic information, milk tea consumption frequency, milk tea consumption scenarios, milk tea consumption amount, milk tea brand selection, milk tea brand evaluation, milk tea product preference, milk tea purchase influencing factors and other data. Champ Consulting cleaned, analyzed, and visualized the data using SPSS and Tableau, resulting in the following keyConclusion：

The brand's target consumers are mainly women, students and white-collar workers. Their milk tea consumption frequency is relatively high, with an average consumption of 2-3 times a week, with an average consumption of 15 yuan each time. They mainly consume milk tea after afternoon tea and dinner. The consumption scene is mainly in stores or take-out home or office;

The target consumers of this brand have a variety of choices for milk tea brands. In addition to this brand, there are several other competitors' brands, such as Xi tea, Naixue tea, and a little bit. Consumers also have different evaluations of different brands. The advantages of this brand lie in product quality, taste and service, while the disadvantages lie in price, innovation and marketing;

The target consumers of this brand also have different preferences for milk tea products. According to the dimensions of the base, ingredients, sweetness and temperature of milk tea, consumers can be divided into four categories, namely: pure tea lovers, milk tea lovers, fruit tea lovers and cheese tea lovers. Different types of consumers have different requirements for the taste, health and fashion of milk tea;

The brand's target consumers are influenced by many factors when buying milk tea, the most important of which are taste, price and brand, followed by health, fashion and recommend, and finally environmental protection, social and emotional.

Qualitative research: Through in-depth interviews and neuromarketing, Shangpu Consulting conducted an in-depth understanding of 100 milk tea consumers aged 18-35 across the country, and explored their cognition, attitude, and motivation of milk tea., Emotion and other internal factors. Champ Consulting coded, analyzed, and modeled the data using SAS and Python, resulting in the following keyConclusion：

The brand's target consumers' perception of milk tea is mainly a delicious drink, which can meet the needs of taste and thirst, and also has certain nutritional value, but there are also some negative perceptions, such as high calorie, high sugar, Unhealthy, etc;

The brand's target consumers' attitude towards milk tea is mainly to like and enjoy. They think that milk tea is a way to relax and enjoy themselves, and it is also a way to express their personality and taste. At the same time, some consumers have certain resistance and worries about milk tea, mainly because of the unhealthy and unenvironmental protection of milk tea;

The target consumers of this brand mainly have functional and emotional motives for milk tea. Functional motives include quenching thirst, replenishing energy, refreshing, etc. Emotional motives include rewarding themselves, comforting themselves, sharing happiness, showing identity, etc;

The brand's target consumers have mainly positive emotions towards milk tea. When they consume milk tea, they will produce emotions such as pleasure, satisfaction, self-confidence and happiness. At the same time, they will also be stimulated by the appearance, color, smell and taste of milk tea, resulting in different neural reactions, such as the activity and connectivity of visual cortex, olfactory cortex, taste cortex, motor cortex, frontal cortex, amygdala and other regions.

Based on the results of quantitative and qualitative research, Champu Consulting has made the following recommendations for the brand:

The brand should continue to maintain its advantages in product quality, taste and service, while also strengthening its disadvantages in price, innovation and marketing, and improving its cost performance and differentiation in the minds of consumers;

The brand should develop and launch more milk tea products that meet their needs according to the preferences of different types of consumers, such as pure tea series, milk tea series, fruit tea series, cheese tea series, etc., and also pay attention to the health of the product Sex and environmental protection, reduce the use of additives and plastic packaging;

The brand should design and implement more effective marketing strategies according to different consumption scenarios and consumption motives, such as afternoon tea discounts, after-dinner gifts, reward points, membership cards, social media, word-of-mouth communication, etc., and also use consumers Positive emotions, create and transmit brand values and concepts, and enhance consumers' brand identity and loyalty.

Case 2: Consumer Research of an International Hotel Group

An international hotel group is one of the largest hotel management companies in the world, with more than 6000 hotels covering more than 100 countries and regions around the world, mainly for business and leisure travelers, providing a variety of grades and styles of hotel services. The Group's customer needs are to understand the travel behavior and preferences of its target consumers, as well as its hotel selection and reviews, providing guidance for its hotel operations and brand enhancement.

Champ Consulting provides the following consumer research services to the Group:

Quantitative research: Champ Consulting conducted a questionnaire survey of 2000 hotel consumers aged 25-55 worldwide through telephone interviews, collecting their basic information, travel frequency, travel purpose, travel budget, hotel selection, hotel evaluation, hotel loyalty and other data. Champ Consulting cleaned, analyzed, and visualized the data using SAS and PowerBI, resulting in the following keyConclusion：

The group's target consumers are mainly male, middle-income, highly educated, and high-position business travelers, as well as middle-income, highly educated, and family leisure travelers. They travel frequently, with an average of 4-6 trips per year., Each trip averages 7 days, the purpose of travel is mainly work and vacation, the travel budget is relatively high, and the average hotel cost is 200 US dollars per night;

The group's target consumers are more rational in the choice of hotels, mainly considering the hotel's location, price, facilities, services, health, safety and other factors, but also by the brand, recommend, reviews and other factors, the group's hotels in these aspects have a higher score, especially in the location, facilities, services and security, with obvious advantages;

The group's target consumers are more loyal to the hotel. 70% of them said they would choose the group's hotel again, 60% said they would recommend the group's hotel to others, and 50% said they had joined the group's membership program and enjoyed more discounts and services.

Qualitative research: through focus groups and neuromarketing, champ consulting has conducted in-depth understanding of 100 hotel consumers aged 25-55 around the world, and explored their internal factors such as cognition, attitude, motivation, emotion and so on. Champ Consulting coded, analyzed, and modeled the data using R and Python, resulting in the following mainConclusion：

The group's target consumers' perception of the hotel is mainly a comfortable place to stay, which can meet the needs of rest and relaxation. At the same time, it also has certain business and entertainment functions, but there are also some negative perceptions, such as high Cost, monotonous atmosphere, lack of personality and culture, etc;

The group's target consumers' attitude towards the hotel is mainly satisfaction and trust. They believe that the group's hotel is a reliable and professional choice, which can ensure their travel quality and safety. At the same time, some consumers have certain expectations and picky about the hotel, mainly because of the innovation and differentiation of the hotel;

The group's target consumers' motives for hotels are mainly functional and symbolic. Functional motives include rest, relaxation, work, entertainment, etc., while symbolic motives include embodying identity, showing taste, enjoying luxury, pursuing quality, etc;

The group's target consumers are mainly neutral in their emotions towards the hotel. When they stay in the hotel, they will have emotions such as calm, peace of mind, satisfaction, and pride. At the same time, they will also be stimulated by the appearance, decoration, atmosphere, and service of the hotel., Producing different neural responses, such as the activity and connection of the visual cortex, auditory cortex, olfactory cortex, sensory cortex, limbic system, amygdala and other regions.

Based on the results of quantitative and qualitative research, Champ Consulting has made the following recommendations for the Group:

The group should continue to maintain the advantages of its hotel's location, facilities, services and safety, and at the same time strengthen the disadvantages of its hotel's price, innovation and differentiation, and improve its cost-effectiveness and attractiveness in the minds of consumers;

The group should develop and launch more hotel services that meet their expectations according to the needs of different types of consumers, such as business hotels, leisure hotels, luxury hotels, cultural hotels, etc. At the same time, it should also pay attention to the personality and culture of the hotel and increase the characteristics and charm of the hotel;

The group should design and implement more effective brand strategies according to different travel purposes and travel motives, such as business discounts, leisure packages, luxury experiences, cultural exploration, etc. At the same time, it should also use the neutral emotions of consumers to create and deliver brands The reputation and professionalism of consumers enhance consumers' brand trust and satisfaction.

Case 3: Consumer Research of an Online Education Platform

An online education platform is one of the leading online education platforms in China, with more than 50 million registered users, covering all parts of the country, mainly for students and professionals, and providing various types and forms of online courses. The platform's customer needs are to understand the learning behavior and preferences of its target consumers, as well as its platform use and evaluation, to provide guidance for its curriculum development and platform optimization.

Champ Consulting provides the following consumer research services for the platform:

Quantitative research: Shangpu Consulting conducted a questionnaire survey on 2000 online education consumers aged 6-60 across the country through online surveys, and collected their basic information, learning frequency, learning purpose, learning budget, and online Data such as course selection, online course evaluation, and online platform use. Champ Consulting cleaned, analyzed, and visualized the data using R and Tableau, resulting in the following keyConclusion：

The target consumers of the platform are mainly students and professionals. They study frequently, with an average of 3-5 times a week and an average of 2 hours each time. The purpose of learning is mainly to improve academic performance and professional skills. The learning budget is low and the average monthly cost is 100 yuan;

The target consumers of the platform have a variety of choices for online courses, mainly considering the content, quality, price, form, duration, evaluation and other factors of the course. At the same time, it is also affected by teachers, classmates, platform and other factors. The online courses of the platform have high scores in these aspects, especially in the aspects of content, quality and form, which have obvious advantages;

The target consumers of the platform use the online platform more frequently. 80% of them said they would log on to the platform every day, 70% said they would use various functions of the platform, such as video, audio, live broadcast, interaction, testing, notes, community, etc. 60% said they would recommend the platform to others, 50% said they had become members of the platform and enjoyed more benefits and services.

Qualitative research: Through in-depth interviews and neuromarketing, Shangpu Consulting conducted an in-depth understanding of 100 online education consumers aged 6-60 across the country, and explored their cognition, attitude, and motivation of online education., Emotion and other internal factors. Champ Consulting coded, analyzed, and modeled the data using Python and PowerBI, resulting in the following mainConclusion：

The target consumers of the platform's cognition of online education is mainly a convenient way of learning, which can meet the needs of knowledge and skills. At the same time, it is also interesting and interactive, but there are also some negative cognition, such as lack of practice, communication, supervision, etc;

The target consumers of the platform mainly recognize and like online education. They think that online education is a choice in line with the times and personality, which can enable them to learn independently and flexibly. At the same time, some consumers have certain doubts and dissatisfaction with online education, mainly because of the effect and quality of online education;

The target consumers of the platform have internal and external motivations for online education. The internal motivations include interest, curiosity, self-improvement, self-realization, etc., and the external motivations include achievement, certificate, occupation, society, etc;

The target consumers of the platform have positive emotions towards online education. When they learn online courses, they will have emotions such as excitement, pleasure, self-confidence, and achievements. At the same time, they will also be stimulated by the content, form, teachers, and classmates of online courses, which will produce different neural reactions, such as visual cortex, auditory cortex, motor cortex, frontal cortex, limbic system, amygdala and other areas of activity and connectivity.

Based on the results of quantitative and qualitative research, Champu Consulting has made the following recommendations for the platform:

The platform should continue to maintain the advantages of the content, quality and form of its online courses, and at the same time strengthen the disadvantages of the price, duration and evaluation of its online courses, and improve its cost-effectiveness and trust in the minds of consumers;

According to the needs of different types of consumers, the platform should develop and launch more online courses that meet their expectations, such as subject courses, skill courses, interest courses, certificate courses, etc., and pay attention to the practicality of online courses. And communication, increase the effect and attractiveness of online courses;

The platform should design and implement more effective platform strategies according to different learning purposes and learning motivations, such as learning plans, learning supervision, learning rewards, learning communities, etc. At the same time, it should also use the positive emotions of consumers to create and deliver the platform. The value and concept of the platform enhance the consumer's platform identity and loyalty.

Conclusion

Taking Shangpu Consulting as an example, this paper introduces how Shangpu Consulting provides professional solutions for customers through consumer research and helps customers enhance brand influence. The main part of this paperConclusionYes:

Consumer research is an effective way to enhance brand influence. Through consumer research, companies can understand consumers' needs, preferences, behaviors, evaluations, etc., so as to provide basis and guidance for product development, market positioning, marketing strategies, brand building, etc;

Shangpu Consulting is a professional consumer research organization, with a professional team composed of industry experts, market analysts, data scientists, neuroscientists, etc., which can provide customers with comprehensive, accurate, timely and continuous consumer insights, and help Customers grasp market trends, formulate effective brand strategies, and maximize brand value;

This paper selects the specific cases of consumer research services provided by Shangpu Consulting for a well-known milk tea brand, an international hotel group and an online education platform, and analyzes how Shangpu Consulting designs appropriate research programs according to the different needs of customers. Collect and analyze consumer data, put forward targeted suggestions to help customers enhance brand influence.