Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Consumer Research > Shu Xin >

尚普咨询：如何运用消费者调研优化产品设计

2024-07-18 16:35:43 来源：尚普咨询浏览量：0

Definition and Purpose of 1. Consumer Research

消费者调研是指通过各种方式（如访谈、问卷、观察、实验等）收集和分析目标市场和用户的信息，以了解他们的基本特征、购买行为、使用习惯、需求和偏好等，从而为企业的产品开发、市场营销、品牌管理等提供依据和指导的过程。消费者调研的目的主要有以下几个方面：

了解市场的规模、结构、趋势和竞争状况，评估市场的机会和风险，制定合理的市场战略和目标。

了解目标用户的基本信息、购买习惯、需求和偏好等，从而设计出更符合用户需求的产品和服务。

了解用户对产品功能、性能、外观、价格等的评价和建议，从而优化产品设计和功能开发。

了解用户对品牌的认知、态度、忠诚度和口碑等，从而提升品牌形象和影响力。

了解用户的消费心理、动机、满意度和忠诚度等，从而提高用户的购买意愿和复购率。

Methods and steps of 2. consumer research

消费者调研的方法可以分为定性和定量两种，定性方法主要是通过深入的访谈、观察、实验等方式，获取用户的感受、想法、动机等深层次的信息，定量方法主要是通过问卷、测试、统计等方式，获取用户的行为、态度、满意度等可量化的信息。消费者调研的步骤一般包括以下几个阶段：

明确调研目的和问题，即要了解什么，为什么要了解，了解后要做什么。

确定调研对象和范围，即要了解谁，从哪里找到他们，如何抽取样本。

选择调研方法和工具，即用什么方式收集信息，如何设计访谈提纲或问卷内容。

实施调研活动，即如何组织和执行访谈、问卷、观察、实验等，如何记录和存储数据。

分析调研结果，即如何整理和归纳数据，如何运用统计、图表、模型等工具，如何发现和解释规律和现象。

撰写调研报告，即如何总结和呈现调研的目的、方法、结果和建议，如何撰写清晰、准确、有说服力的报告。

三、消费者调研的案例分析

尚普咨询是一家专业提供消费者调研和产品设计咨询服务的公司，拥有多年的行业经验和专业团队，已经为多个行业和领域的客户提供了优质的解决方案。下面介绍几个尚普咨询的成功案例，展示消费者调研如何为产品设计提供有价值的洞察和创意。

案例一：汽车制造商的消费者调研和产品设计

客户背景：一家国内知名的汽车制造商，主要生产中高端轿车和SUV，面临市场竞争激烈和用户需求多样化的挑战，希望通过消费者调研了解用户的购车动机、偏好和期望，从而优化产品设计和市场策略。

调研目的：了解目标市场的规模、结构、趋势和竞争状况，了解目标用户的基本特征、购车行为、使用习惯、需求和偏好，了解用户对客户品牌和产品的认知、评价和建议，为产品设计和市场策略提供依据和指导。

调研方法：采用定性和定量相结合的方法，分别进行深度访谈和问卷调查。深度访谈主要针对客户的现有用户和潜在用户，通过半结构化的方式，探讨用户的购车动机、偏好和期望，以及对客户品牌和产品的感受和意见。问卷调查主要针对客户的目标市场，通过网络和电话的方式，收集用户的基本信息、购车行为、使用习惯、需求和偏好，以及对客户品牌和产品的认知、评价和满意度等数据。

调研结果：通过对深度访谈和问卷调查的数据进行分析，尚普咨询得到了以下几个方面的结果：

市场分析：目标市场的规模较大，但增长速度放缓，竞争状况激烈，用户的购车需求和偏好趋于多样化和个性化，用户对汽车的品质、性能、外观、舒适度、安全性、智能化等方面有较高的要求，同时也注重汽车的价格、油耗、维修、保值等方面的因素。

用户分析：目标用户的年龄分布在25-45岁之间，以男性为主，主要是白领、中高层管理者、自由职业者等，收入水平较高，有较强的消费能力和品味，购车主要是为了满足出行、工作、家庭、休闲等方面的需求，同时也是为了彰显个人的身份和品位，用户对汽车的选择有较强的主观性和个性化倾向，喜欢有特色和创新的汽车，对汽车的品牌、设计、功能、体验等方面有较高的期望和要求。

品牌分析：客户的品牌在目标市场有一定的知名度和美誉度，但与国际知名品牌相比，还有一定的差距，用户对客户的品牌形象和价值主张有一定的认同，但也有一些疑虑和不满，主要是对客户的产品设计、功能、性能、智能化等方面的期待和要求没有得到充分的满足，用户对客户的产品的满意度和忠诚度有待提高。

产品分析：客户的产品在目标市场有一定的市场份额和竞争力，但也面临着来自国内外的强劲竞争，用户对客户的产品有一定的认可和喜爱，但也有一些不满和建议，主要是希望客户的产品能够在设计、功能、性能、智能化等方面有更多的创新和突破，提供更优质的产品体验和价值。

调研建议：根据调研结果，尚普咨询为客户提供了以下几点建议：

品牌策略：客户应该进一步明确和强化自己的品牌定位和价值主张，突出自己的核心优势和特色，提升自己的品牌影响力和美誉度，增强用户的品牌认知和忠诚度，同时也要关注用户的品牌感受和反馈，及时调整和改进自己的品牌形象和传播方式。

产品策略：客户应该根据用户的需求和偏好，进行更多的产品创新和优化，提高自己的产品设计和功能的水平和质量，提供更多的产品选择和定制化服务，提升自己的产品性能和智能化的程度和效果，提供更优质的产品体验和价值，同时也要关注用户的产品评价和建议，及时调整和改进自己的产品质量和服务水平。

市场策略：客户应该根据市场的规模、结构、趋势和竞争状况，制定合理的市场目标和战略，选择合适的市场细分和定位，采用有效的市场营销和推广方式，提高自己的市场份额和竞争力，同时也要关注市场的变化和机会，及时调整和改进自己的市场策略和行动。

案例二：化妆品品牌的消费者调研和产品设计

客户背景：一家国际知名的化妆品品牌，主要生产高端的护肤、彩妆、香水等产品，面临国内市场的激烈竞争和用户需求的快速变化，希望通过消费者调研了解用户的消费心理、偏好和期望，从而优化产品设计和品牌策略。

调研目的：了解目标市场的规模、结构、趋势和竞争状况，了解目标用户的基本特征、消费行为、使用习惯、需求和偏好，了解用户对客户品牌和产品的认知、评价和建议，为产品设计和品牌策略提供依据和指导。

调研方法：采用定性和定量相结合的方法，分别进行焦点小组讨论和网上问卷调查。焦点小组讨论主要针对客户的现有用户和潜在用户，通过邀请6-10人组成一个小组，由一名主持人引导讨论，探讨用户的消费心理、偏好和期望，以及对客户品牌和产品的感受和意见。网上问卷调查主要针对客户的目标市场，通过网络平台和社交媒体的方式，收集用户的基本信息、消费行为、使用习惯、需求和偏好，以及对客户品牌和产品的认知、评价和满意度等数据。

调研结果：通过对焦点小组讨论和网上问卷调查的数据进行分析，尚普咨询得到了以下几个方面的结果：

市场分析：目标市场的规模较大，且增长速度较快，竞争状况复杂，用户的消费需求和偏好趋于多元化和个性化，用户对化妆品的品质、效果、安全性、自然性等方面有较高的要求，同时也注重化妆品的价格、包装、口碑等方面的因素。

用户分析：目标用户的年龄分布在18-45岁之间，以女性为主，主要是学生、白领、自由职业者等，收入水平较高，有较强的消费能力和品味，消费化妆品主要是为了满足美容、护肤、彩妆、香氛等方面的需求，同时也是为了提升自己的形象和自信，用户对化妆品的选择有较强的主观性和个性化倾向，喜欢有特色和创新的化妆品，对化妆品的品牌、设计、功能、体验等方面有较高的期望和要求。

品牌分析：客户的品牌在目标市场有较高的知名度和美誉度，但与国内知名品牌相比，还有一定的差距，用户对客户的品牌形象和价值主张有一定的认同，但也有一些疑虑和不满，主要是对客户的产品设计、功能、效果、安全性等方面的期待和要求没有得到充分的满足，用户对客户的产品的满意度和忠诚度有待提高。

产品分析：客户的产品在目标市场有一定的市场份额和竞争力，但也面临着来自国内外的强劲竞争，用户对客户的产品有一定的认可和喜爱，但也有一些不满和建议，主要是希望客户的产品能够在设计、功能、效果、安全性等方面有更多的创新和突破，提供更优质的产品体验和价值。

调研建议：根据调研结果，尚普咨询为客户提供了以下几点建议：

产品策略：客户应该根据用户的需求和偏好，进行更多的产品创新和优化，提高自己的产品设计和功能的水平和质量，提供更多的产品选择和定制化服务，提升自己的产品效果和安全性的程度和效果，提供更优质的产品体验和价值，同时也要关注用户的产品评价和建议，及时调整和改进自己的产品质量和服务水平。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise