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Four Common Mistakes in Consumer Research: You Might Have Mistakes

2024-07-18 16:35:47 Source: Champu Consulting Visits:0

1. objectives are not clear

The first step in consumer research is to determine the goal of the research, that is, what problems to solve and what information to get. Unclear objectives will lead to unclear scope and direction of research, waste of time and resources, and even get useless or wrong data. For example, some companies conduct consumer research without making it clear whether their purpose is to understand the overall situation of consumers, or to target a specific product or service, or to test a new concept or solution. This can lead to research that is too broad or too detailed to get effective feedback. In addition, some companies do not make it clear whether their goals are descriptive, exploratory, or causal when conducting consumer research. This will lead to the selection of research methods and tools is not appropriate, can not get accurate.Conclusion. Therefore, the objectives of consumer research should be specific, clear, quantifiable and operable to facilitate the design and implementation of research plans and the evaluation of research results.

2. sample does not represent

The second step in consumer research is to determine the sample of consumers to be surveyed, I .e. which consumers to survey and how many consumers to survey. The sample does not represent the deviation and error of the research results, which affects the credibility and validity of the data. For example, when conducting consumer research, some companies do not reasonably determine the source, method and size of the sample according to their target market and target population, but randomly or conveniently select the sample, or select too few or too many samples. This results in the structure and characteristics of the sample being inconsistent with the structure and characteristics of the population and not reflecting the true situation of the population. In addition, some companies do not take into account the changes and differences in the sample when conducting consumer research, but treat the sample as a whole, or mix different samples together. This will ignore the diversity and complexity of the sample, unable to discover and analyze the inherent laws and relationships of the sample. Therefore, the sample of consumer research should be representative, appropriate, sufficient and stable in order to ensure the quality and reliability of the data.

3. question is not appropriate

The third step of consumer research is to determine the research questions, that is, what questions to ask consumers, and how to ask these questions. Inappropriate questions will lead to distortion and misleading research results, affecting the interpretation and application of data. For example, some enterprises do not reasonably design and select the content, form and sequence of questions according to their own goals and samples, but formulate questions arbitrarily or imitatively, or formulate too few or too many questions. This will lead to the validity and relevance of the problem is not high, can not get valuable information. In addition, some companies do not pay attention to the expression of questions and questioning skills when conducting consumer research, but use vague, guided, hypothetical, dual or sensitive questions, or use inappropriate language and tone. This will lead to difficulties and deviations in understanding and answering the questions, and no real feedback can be obtained. Therefore, the questions of consumer research should be valid, relevant, appropriate and clear, so as to obtain the depth and breadth of data.

4. analysis is not in-depth

The fourth step of consumer research is to analyze the results of the research, that is, what kind of processing and interpretation of the collected data, and how to use the data. Incomplete analysis leads to waste and misuse of research results, affecting the value and significance of the data. For example, after conducting consumer research, some companies do not rationally select and use analytical methods and tools based on their own goals and problems, but simply or mechanically analyze, or perform too little or too much analysis. This will lead to the accuracy and validity of the analysis is not high, can not get usefulConclusion. In addition, some enterprises do not pay attention to the limitations and assumptions of the analysis after conducting consumer research, but blindly or unilaterally analyze, or analyze too subjective or objective. This will lead to the rationality and credibility of the analysis is not high, can not get strong evidence. Therefore, the analysis of consumer research should be accurate, effective, moderate and reasonable, in order to improve the level and quality of data.

Conclusion

Consumer research is a professional work, and some common misunderstandings need to be avoided in order to ensure the effectiveness and value of the research. From the four aspects of target, sample, problem and analysis, this paper analyzes the four misunderstandings in consumer research, namely: the goal is not clear, the sample is not representative, the problem is not appropriate and the analysis is not in-depth, and puts forward some suggestions to avoid these misunderstandings. I hope this article can help and inspire the consumer research work of Shangpu Consulting Company.

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