Concepts, methods and processes of 1. consumer research

1. The concept 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 (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level and other basic characteristics. The study of realizing one's own wishes and needs through the stages of cognition, attitude, motivation, choice, decision-making, purchase and use. The purpose of consumer research is to understand consumer needs, preferences, behavior and satisfaction, as well as the various factors that affect consumers, so as to provide the basis and guidance for brand positioning, strategy, innovation and marketing.

2. Methods of consumer research

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the collection, analysis and interpretation of data from a large sample of consumers through mathematical statistics in order to arrive at a representative and generableConclusion. The common methods of quantitative research are questionnaire survey, experimental design, observation and so on. Qualitative research refers to in-depth interviews, discussions and observations of a small sample of consumers through non-mathematical statistical methods to derive insights with content and depth. Common methods of qualitative research include in-depth interviews, focus groups, and scenario analysis.

3. The process of consumer research

The process of consumer research generally includes the following steps:

(1) Determine the objectives of the research: identify the themes, issues, assumptions and expected results of the research, as well as the purpose and value of the research.

(2) Design the research plan: select the appropriate research methods, samples, tools and indicators, as well as the time, place and budget of the research.

(3) Implementation of research activities: according to the research plan, data collection, recording and sorting.

(4) Analysis of research results: the use of appropriate analytical methods, the data processing, induction and interpretation, to obtain effective.Conclusionand recommendations.

(5) Write a research report: the objectives, plans, activities, results, analysis,Conclusionand recommendations, etc., to prepare a written research report in a clear, accurate, complete and standardized manner.

(6) Feedback research results: Submit research reports to relevant decision makers and stakeholders so that they can understand the situation of consumers and formulate or adjust corresponding brand strategies and action plans.

How 2. Use Consumer Research to Enhance Brand Influence

Brand influence refers to the influence of brand on consumers' cognition, emotion and behavior in the market, which is reflected in the brand's popularity, reputation and loyalty. The level of brand influence is directly related to the competitiveness and profitability of the brand. Consumer research is an important means to enhance brand influence, which can help brands better understand and meet consumers, establish and maintain good relationships with consumers, and enhance brand attractiveness and influence. Specifically, consumer research can help brands increase their influence in the following ways:

1. Help brands identify target markets and target consumers

Consumer research can help brands analyze the size, structure, trends and opportunities of the market, as well as the characteristics, needs, preferences and behaviors of consumers, so as to determine the brand's target market and target consumers. In this way, the brand can formulate appropriate brand positioning and differentiation strategies according to the characteristics of the target market and target consumers, and improve the pertinence and competitiveness of the brand.

2. Help brands innovate products and services

Consumer research can help brands discover the potential needs, pain points and expectations of consumers, as well as new trends and opportunities in the market, so as to provide inspiration and direction for brand product and service innovation. Through consumer research, brands can adjust and optimize the function, design, quality, price and other elements of products and services in time to meet the changing needs of consumers and improve brand innovation and leadership.

3. Help brands optimize marketing communications

Consumer research can help brands understand the ways and habits of consumers' information acquisition, processing and dissemination, as well as consumers' cognition, attitude and trust to the brand, so as to provide effective information and strategies for brand marketing communication. Through consumer research, brands can choose appropriate marketing channels, media, content and forms to attract, influence and persuade consumers, and improve brand awareness, reputation and loyalty.

4. Helping brands enhance the consumer experience

Consumer research can help brands evaluate consumers' satisfaction and loyalty to the overall experience of the brand, as well as the importance and performance of each link and element of the consumer experience, so as to provide effective feedback and suggestions for the improvement of the brand's consumer experience. Through consumer research, brands can continuously optimize and improve all aspects and elements of consumer experience, such as products, services, channels, environment, social networking, etc., to improve consumer satisfaction and loyalty, and enhance brand influence and reputation And recommend behavior.

Case Analysis of 3. Consumer Research

In order to better illustrate how consumer research can help brands enhance their influence, this paper selects the case of two brands that Champ Consulting has served for analysis.

1. Case 1: an international cosmetics brand

The brand is a century-old international cosmetics brand with a high-end, professional and innovative image in the global market to occupy a certain share. However, with the changes in the market and the intensification of competition, the brand has faced some challenges in the Chinese market, such as low brand awareness, too complex product lines, and low consumer loyalty. In order to enhance the brand's influence in the Chinese market, the brand commissioned a series of consumer research, including:

(1) Quantitative research: Through online questionnaire survey, brand awareness, attitude, behavior and satisfaction of 1000 target consumers were measured, as well as the evaluation and comparison of competitive brands, and the current situation and problems of the brand in the Chinese market, as well as consumer needs and preferences were obtained.

(2) Qualitative research: Through in-depth interviews and focus groups, 100 target consumers were conducted in-depth discussions on brand image, product characteristics, purchase motivation, and use experience, as well as expectations and suggestions for the brand. The brand's advantages and disadvantages in the Chinese market, as well as consumers' feelings and opinions.

(3) Scenario analysis: by simulating consumers' contact and interaction with the brand in different scenarios (such as shopping malls, online stores, social media, etc.), observing and recording consumers' reactions and behaviors, as well as the evaluation and feedback of the brand, the opportunities and threats of the brand in the Chinese market, as well as consumers' behaviors and influencing factors are obtained.

Based on the results and analysis of consumer research, Champ Consulting made the following recommendations for the brand:

(1) Reposition the brand: According to the characteristics of the Chinese market and the needs of consumers, position the brand as a high-end, professional and innovative skin care expert, highlighting the core value and differentiation advantages of the brand.

(2) Simplify the product line: According to consumer preferences and usage habits, streamline the type and quantity of products, and divide the products into three series of basic skin care, special skin care and makeup to improve the clarity and ease of use of the products.

(3) Optimize marketing communication: According to consumers' information acquisition and dissemination methods, select appropriate marketing channels and media, such as TV, magazines, websites, Weibo, WeChat, etc., and produce targeted and attractive marketing content and forms, Such as advertisements, articles, videos, activities, trials, etc., to improve brand awareness and reputation.

(4) Improve consumer experience: According to the consumer's purchase and use experience, optimize and improve the various links and elements of consumer experience, such as products, services, channels, environment, social networking, etc., to improve consumer satisfaction and loyalty, Enhance brand influence and reputation.

Through the consumer research and suggestions of Shangpu consulting, the brand's influence in the Chinese market has been significantly improved, the brand's popularity, reputation and loyalty have been significantly improved, and the brand's market share and sales have also increased significantly.

2. Case 2: a domestic sneaker brand

The brand is a domestic sneaker brand, with a low-end, practical and economic image in the domestic market occupies a certain share. However, with the change of the market and the intensification of competition, the brand is facing some challenges in the domestic market, such as the brand image is not prominent, the product innovation is insufficient, and the consumer demand is not clear. In order to enhance the brand's influence in the domestic market, the brand commissioned a series of consumer research, including:

(1) Quantitative research: through the offline questionnaire survey, the brand awareness, attitude, behavior and satisfaction of 2000 target consumers were measured, as well as the evaluation and comparison of competitive brands, and the current situation and problems of the brand in the domestic market, as well as the needs and preferences of consumers were obtained.

(2) Qualitative research: Through in-depth interviews and focus groups, 200 target consumers were conducted in-depth discussions on brand image, product characteristics, purchase motivation, and use experience, as well as expectations and suggestions for the brand. The advantages and disadvantages of the brand in the domestic market, as well as the feelings and opinions of consumers.

(3) Experimental design: by designing different combinations of factors such as products, prices, promotions and packaging, different experiments were carried out on 300 target consumers to observe and record consumers' reactions and behaviors, as well as brand evaluation and feedback. The best combination and strategy of the brand in the domestic market, as well as consumer behavior and influencing factors are obtained.

Based on the results and analysis of consumer research, Champ Consulting made the following recommendations for the brand:

(1) Repositioning the brand: According to the characteristics of the domestic market and the needs of consumers, the brand is positioned as a sneaker brand with high-end, fashion and personality, highlighting the core value and differentiation advantages of the brand.

(2) Innovative products and services: According to consumer preferences and usage habits, innovate product functions, design, quality, price and other elements to improve product performance and appearance, while providing more customization, replacement, maintenance and other services, Improve the added value and ease of use of products.

(3) Optimize marketing communication: According to consumers' information acquisition and dissemination methods, select appropriate marketing channels and media, such as TV, magazines, websites, Weibo, WeChat, etc., and produce targeted and attractive marketing content and forms, Such as advertisements, articles, videos, activities, trials, etc., to improve brand awareness and reputation.

(4) Improve consumer experience: According to the consumer's purchase and use experience, optimize and improve the various links and elements of consumer experience, such as products, services, channels, environment, social networking, etc., to improve consumer satisfaction and loyalty, Enhance brand influence and reputation.

Through the consumer research and suggestions of Shangpu consulting, the brand's influence in the domestic market has been significantly improved, the brand's image, products, marketing and experience have been significantly improved, and the brand's market share and sales have also increased significantly.

4. Conclusion

Consumer research is an important means to enhance brand influence, which can help brands better understand and meet consumers, establish and maintain good relationships with consumers, and enhance brand attractiveness and influence. The method and process of consumer research should be based on the brand's goals and problems, select the appropriate quantitative and qualitative methods, carry out effective data collection, analysis and interpretation, and draw valuableConclusionand recommendations. The results and analysis of consumer research are applied to brand positioning, innovation, communication and experience to enhance brand awareness, reputation and loyalty, and improve brand competitiveness and profitability. As a professional brand management consulting company, Shangpu Consulting has rich experience and ability in consumer research. It can provide customized consumer research services for various brands, help brands enhance their influence and achieve brand success.