Software 1. Consumer Research

Consumer research software refers to computer programs used to design, conduct and manage consumer research, which can be divided into three categories: data collection software, data analysis software and data presentation software.

1. Data collection software

Data collection software is used to create and publish research questionnaires, collect and store research data, it can improve the efficiency and accuracy of research, reduce the cost and risk of research. Key features of the data collection software include:

Questionnaire design: can provide a variety of questions, logical jump, randomization, verification and other functions, so that the questionnaire is more in line with the purpose and object of the survey.

Questionnaire release: The questionnaire can be sent to the target interviewees through a variety of channels and forms, such as web pages, emails, text messages, QR codes, voice, etc., to improve the coverage and recovery rate of the questionnaire.

Data collection: It can monitor and record the respondents' answers and behaviors in real time, such as answer time, answer sequence, answer path, etc., to improve the integrity and authenticity of the data.

Data storage: The collected data can be safely stored in the cloud or locally to facilitate data backup and export.

The representative products of data collection software are: Qualtrics, SurveyMonkey, QuestionPro, etc.

2. Data analysis software

Data analysis software is used to process, analyze and interpret the collected research data. It can improve the depth and breadth of research and mine the value and significance of data. Key features of the data analysis software include:

Data processing: The data can be cleaned, converted, integrated and other operations to make the data more suitable for analysis.

Data analysis: A variety of statistical methods and machine learning algorithms can be used, such as description statistics, hypothesis testing, regression analysis, cluster analysis, correlation analysis, etc., to quantify and qualitatively analyze the data.

Data interpretation: According to the analysis results, the meaning, rules, trends and suggestions of the data can be put forward to make the data more readable and usable.

The representative products of data analysis software are: SPSS, R, Python, etc.

3. Data presentation software

Data presentation software is used to display the analyzed research data in the form of charts, reports or dashboards, which can improve the visualization and communication of research and enhance the influence and persuasiveness of the data. The main functions of the data rendering software include:

Chart making: According to the characteristics and purpose of the data, you can choose the appropriate chart type, such as bar chart, pie chart, line chart, scatter chart, map, etc., as well as the appropriate color, font, legend, etc., to make the chart more beautiful and clear.

Report writing: A concise and robust report can be prepared based on the structure and logic of the data, including a title, a,Summary, text, conclusionand appendices, etc., to make the report more complete and professional.

Dashboard design: You can design interactive and real-time dashboards based on the dynamics and associations of data, including indicators, sliders, drop-down menus, filters, etc., to make dashboards more flexible and efficient.

The representative products of data presentation software are: Tableau, Power BI, Excel, etc.

2. consumer research platform

Consumer research platform refers to the media used to carry and disseminate consumer research, which can be divided into two categories: online platform and offline platform.

1. Online Platform

Online platform refers to the platform for consumer research through the Internet, which can provide more extensive and convenient research channels and forms, such as websites, applications, social media, etc. Key advantages of the online platform include:

Wide coverage: It can cover more regions and people, such as different countries, cities, ages, genders, occupations, etc., so that the survey samples are more representative and diverse.

Low cost: it can save manpower, material resources and time of research, such as no need to hire researchers, rent space, print questionnaires, etc., so that the research cost is lower.

Timely feedback: the research data can be collected and analyzed in real time, such as no need to wait for the recovery, entry and verification of questionnaires, so that the research results are faster and more accurate.

Key limitations of the online platform include:

Quality is difficult to control: may encounter the quality of research data, such as the respondent's false, repeated, random, etc., so that the credibility and effectiveness of the research data is reduced.

Insufficient depth: It may be difficult to conduct in-depth and detailed research, such as difficulty in observing and recording the respondents' non-verbal reactions, emotional states, and behavioral patterns, which reduces the richness and dimensionality of the research data.

Security risks: you may face security threats to research data, such as data leakage, tampering, and deletion, which impairs the confidentiality and integrity of research data.

The representative products of online platforms are: Google Forms, WeChat, Facebook, etc.

2. Offline Platform

Offline platform refers to the platform for consumer research through physical places, which can provide more real and in-depth research channels and forms, such as shopping malls, supermarkets, homes, offices and so on. Key benefits of the offline platform include:

Quality and efficiency: it can ensure the quality of research data, such as the authenticity, concentration and seriousness of the interviewees, so as to improve the credibility and effectiveness of the research data.

Full depth: In-depth and detailed research can be carried out, such as observing and recording the non-verbal reactions, emotional states, behavior patterns, etc. of the interviewees, so that the richness and dimensions of the research data can be increased.

Security is guaranteed: it can avoid the security threats of research data, such as data leakage, tampering, deletion, etc., so as to maintain the confidentiality and integrity of research data.

Key limitations of the offline platform include:

Narrow coverage: It may be difficult to cover more regions and people, such as different countries, cities, ages, genders, occupations, etc., which reduces the representativeness and diversity of the survey sample.

High cost: it may increase the manpower, material resources and time of the research, such as the need to hire researchers, rent space, print questionnaires, etc., which will increase the cost of the research.

Feedback delay: may delay the collection and analysis of research data, such as the need to wait for questionnaire collection, entry, verification, etc., so that the research results are slow and inaccurate.

The representative products of offline platforms include: FocusVision, Nielsen, Mystery Shopping, etc.

Equipment 3. Consumer Research

Consumer research equipment refers to the physical equipment used to assist and enhance consumer research, which can be divided into two categories: mobile devices and smart devices.

1. Mobile devices

Mobile devices refer to consumer research devices that can be carried and used with you, which can provide more flexible and convenient research methods and experiences, such as smart phones, tablets, laptops, etc. Key benefits of mobile devices include:

Diverse ways: consumer research can be conducted in a variety of ways, such as telephone, SMS, email, video, voice, etc., so that the research method is more in line with the habits and preferences of the interviewees.

Experience optimization: The consumer research experience can be improved through a variety of functions, such as touch screen, camera, microphone, speaker, etc., to make the research experience more interactive and friendly.

Data synchronization: consumer research data can be synchronized through the Internet, such as uploading data to the cloud or downloading it locally, making data transmission and sharing faster and more convenient.

Key limitations of mobile devices include:

Limited power: may be limited by the battery capacity, such as in the long-term or high-frequency research, there may be insufficient power, affecting the conduct and completion of the research.

Network instability: may be affected by network signals, such as in remote or crowded areas, network instability or interruption may occur, affecting the quality and effectiveness of the survey.

Security risks: May face equipment security risks, such as equipment loss, damage, theft, etc., resulting in the loss or leakage of research data.

Representative products of mobile devices are: iPhone, iPad, MacBook, etc.

2. Smart devices

Smart devices are consumer research devices that can sense and control the environment, which can provide more accurate and comprehensive research data and analysis, such as wearable devices, virtual reality devices, and biometric devices. Key benefits of smart devices include:

Accurate data: through high-precision sensors and algorithms, consumers can obtain and analyze subtle and hidden data, such as heart rate, blood pressure, eye movement, EEG, etc., so as to improve the accuracy and sensitivity of research data.

Comprehensive data: through multi-dimensional perspective and level, we can observe and understand the comprehensive and deep-seated data of consumers, such as cognition, emotion, attitude, behavior, etc., so as to increase the comprehensiveness and complexity of the research data.

Real-time data: Real-time and dynamic research data can be maintained through real-time feedback and interaction to capture and respond to consumers' immediate and dynamic data, such as reactions, decisions, changes, etc.

The main limitations of smart devices include:

High cost: It may increase the cost of consumer research, such as the need to buy or lease expensive equipment, or the need for professional personnel and technology, which increases the cost of research.

Poor experience: May reduce the consumer research experience, such as the need to wear or use uncomfortable or unnatural equipment, or the need to adapt to or accept unfamiliar or unreal environments, so that the research experience is reduced.

Ethical disputes: ethical issues that may cause consumer research, such as the need to obtain or use sensitive or private consumer data, or the need to intervene or influence the consumer's freedom or will, so that the research ethics is questioned.

The representative products of smart devices are: Apple Watch, Oculus Rift, EyeLink, etc.

The Case of 4. Champ Consulting

Shangpu Consulting is a professional market research and consulting company. It provides customers with comprehensive and efficient consumer research services, using advanced technical support, such as software, platforms and equipment, to help customers understand and meet consumer needs and expectations. The following are some specific cases provided by Champ Consulting for customers:

1. Conduct consumer satisfaction research for an automobile manufacturer

Champ Consulting conducted a consumer satisfaction survey for an automobile manufacturer to understand consumers' perception, evaluation and loyalty to the automobile brand, as well as improvements and suggestions for the automobile brand. Champ Consulting uses the following technical support:

Software: Using Qualtrics to design a questionnaire containing a variety of questions and logical jumps, using Google Forms to publish the questionnaire through web pages and emails, using SPSS to describe statistics and regression analysis of the collected data, using Power BI to make charts and dashboards to present the analysis results.

Platform: The survey was conducted using a combination of online and offline platforms. The online platform covered consumers from all over the country, and the offline platform covered consumers in some key cities, making the survey samples more representative and diverse.

Equipment: Research was conducted using a combination of mobile devices and smart devices. Mobile devices provide research in a variety of ways and experiences. Smart devices provide more accurate and comprehensive research data, such as using EyeLink to track consumers' eye movement data and understand consumers' attention and interest in cars.

Based on the results of the survey, Champ Consulting made the following recommendations for the automaker:

Improve the quality and performance of cars and increase consumer satisfaction and loyalty.

Strengthen the brand image and differentiation of automobiles, and enhance consumers' awareness and preference.

Develop new features and new designs for cars that meet the needs and expectations of consumers.

2. Conduct consumer behavior research for an electronics retailer

Champ Consulting conducted a consumer behavior survey for an electronics retailer to understand the decision-making process and influencing factors of consumers when purchasing electronic products, as well as the shopping experience and feedback of the electronics retailer. Champ Consulting uses the following technical support:

Software: Using QuestionPro to design a questionnaire containing a variety of questions and randomization, using WeChat to publish the questionnaire through two-dimensional code and SMS, using Python to cluster analysis and correlation analysis of the collected data, using Tableau to produce charts and reports to present the analysis results.

Platform: A survey was conducted using a combination of online and offline platforms. The online platform covers consumers who shop online, and the offline platform covers consumers who shop in physical stores, making the survey samples more complete and comparative.

Equipment: Research was conducted using a combination of mobile devices and smart devices. Mobile devices provide research in a variety of ways and experiences. Smart devices provide more accurate and comprehensive research data, such as using Oculus Rift to simulate consumers' shopping scenarios and understand consumers' shopping behaviors and preferences.

Based on the results of the survey, Champ Consulting made the following recommendations for the electronics retailer:

Improve the quality and innovation of electronic products and increase consumers' willingness to buy and satisfaction.

Optimize the price and promotion of electronic products to enhance the purchasing power and loyalty of consumers.

Improve the display and service of electronic products and improve the shopping experience and feedback of consumers.