The Importance of Feedback and Improvement in Consumer Research

Consumer research is a method of collecting and analyzing consumer information, which can help companies understand consumer needs, preferences, behaviors and satisfaction, so as to optimize the design, development, marketing and after-sales of products or services. Consumer research can take many forms, such as questionnaires, interviews, observations, experiments, focus groups, etc. The purpose and object of consumer research can also be determined according to the specific situation and needs of the enterprise, such as new product development, market segmentation, brand positioning, competitive analysis, customer relationship management, etc.

The value of consumer research depends not only on the process and method of the research, but also on the results of the research and follow-up actions. However, after conducting consumer research, many companies do not effectively use the research results, or do not take appropriate improvement measures, which greatly reduces the value of the research. Some enterprises simply collect and report the survey data, do not analyze and interpret the meaning and enlightenment of the survey in depth, and do not put forward targeted suggestions and plans. Although some enterprises have analyzed and explained the survey results, they have not given timely and effective feedback to relevant decision makers and executors, and have not formed an effective communication and cooperation mechanism. Although some enterprises have given feedback to the survey results, however, no specific improvement plan was developed and implemented, and the effect and impact of improvement were not tracked and evaluated.

Therefore, the feedback and improvement of consumer research is the key link of consumer research, and it is also the purpose of consumer research. Consumer research feedback and improvement can help companies achieve the following goals:

Improve the effectiveness and efficiency of research, so that the input and output of research to achieve the best match and balance;

Enhance the influence and persuasiveness of the research, so that the results and recommendations of the research can be recognized and supported by decision makers and implementers;

Promote the continuity and innovation of research, so that the research process and methods are constantly improved and optimized to adapt to changes in the market and consumers;

Enhance the value and competitiveness of research, so that the results and recommendations of the research for the development of enterprises and competition to bring practical benefits and advantages.

Key links of feedback and improvement in consumer research

The feedback and improvement of consumer research can be divided into the following key links:

Data analysis: cleaning, sorting, statistics, induction, classification, comparison, correlation, modeling and other operations on the research data, in order to extract and discover the rules, trends, differences, anomalies, problems, opportunities and other information of the data, as well as the reasons for the data, impact, significance and other explanations;

Data visualization: the research data is displayed in the form of charts, images, animations, maps, dashboards, etc., to enhance the readability, comprehensibility, comparability, interactivity and other characteristics of the data, as well as the attractiveness, appeal, persuasion and other effects of the data;

Data report: Presentation of research data in the form of text, voice, video, presentation, etc., to summarize and summarize the main content of the data,Conclusion, recommendations and other information, as well as the background, purpose, methods, restrictions and other descriptions of the data;

Data feedback: the transmission of research data with the characteristics of pertinence, timeliness, validity and flexibility, so that the recipients of the data can clearly understand the meaning and value of the data, as well as the requirements and expectations of the data;

Data improvement: the application of target, feasibility, measureability, controllability and other characteristics of research data, so that the users of the data can formulate and implement corresponding improvement measures according to the guidance and suggestions of the data, as well as track and evaluate the effect and impact of the improvement.

An Example Analysis of Consumer Research Feedback and Improvement

Shangpu Consulting Company is a consulting agency specializing in consumer research, providing customized consumer research services for customers in all walks of life. When conducting consumer research, Shangpu Consulting Company attaches great importance to the feedback and improvement of the research. According to different research purposes, objects and methods, it formulates reasonable feedback plans and improvement plans, and presents the results and suggestions of the research to customers through data analysis, visualization and reporting. Here are some specific examples of consumer research conducted by Champ Consulting for clients, as well as its practices and effects in terms of feedback and improvement.

Case 1: conducting a consumer satisfaction survey for an e-commerce platform

The purpose of the survey: to understand the overall satisfaction of consumers with the e-commerce platform, as well as their satisfaction with all aspects of the platform (such as goods, prices, logistics, services, payment, security, etc.), as well as the main factors and problems affecting consumer satisfaction, as well as consumers' loyalty and willingness to recommend;

Survey object: registered users of e-commerce platform.

Research methods: through e-mail, SMS, social media and other channels, online questionnaires are sent to users. The questionnaires include scale questions about the overall satisfaction of the platform and various aspects of satisfaction, as well as single-choice questions about consumers' loyalty and willingness to recommend, as well as open questions about consumers' basic information and suggestions;

Data analysis: Shangpu Consulting Company uses statistical software such as SPSS to carry out descriptive statistics, correlation analysis, factor analysis, cluster analysis, regression analysis and other methods on the questionnaire data to calculate the overall satisfaction of consumers and the average value, standard deviation, maximum value, minimum value and other indicators of satisfaction in all aspects, as well as the proportion of consumers' loyalty and willingness to recommend, as well as the influencing factors and problems of consumers' satisfaction, and consumer groupings and characteristics;

Data visualization: Shangpu Consulting Company uses visualization tools such as Excel and Power BI to display the questionnaire data in the form of histogram, pie chart, scatter chart, radar chart, heat map, tree chart, etc., so as to intuitively display the distribution and changes of consumers' overall satisfaction and satisfaction in various aspects, as well as the proportion of consumers' loyalty and willingness to recommend, as well as the influencing factors of consumers' satisfaction and the weight of problems, and differences in consumer groupings and characteristics;

Data report: Shangpu Consulting Company uses Word, PowerPoint and other reporting tools to present the questionnaire data in the form of text, charts, animation and so on, so as to summarize and summarize consumers' overall satisfaction and satisfaction in all aspects of the e-commerce platform, as well as consumers' loyalty and willingness to recommend, as well as the influencing factors and problems of consumers' satisfaction, as well as the groupings and characteristics of consumers, as well as suggestions and plans for improvement based on the research results;

Data feedback: Shangpu Consulting Company has used e-mail, telephone, video conference and other methods to give data feedback to the relevant responsible persons and departments of the e-commerce platform, so that they can clearly understand the evaluation and expectation of consumers on the platform, as well as the advantages and disadvantages of the platform, as well as the aspects and methods that need to be improved, as well as the professional opinions and suggestions of Shangpu Consulting Company;

Data improvement: Shangpu Consulting Company has communicated and cooperated with relevant persons in charge and departments of the e-commerce platform, and formulated specific improvement plans and timetables, as well as improved goals and indicators, as well as improved monitoring and evaluation methods, and improved The feedback and adjustment mechanism enables the platform to take effective measures to improve consumer satisfaction and loyalty based on the results and suggestions of consumer research, increase consumers' willingness to recommend and improve the competitiveness and profitability of the platform.

Case 2: conducting consumer demand research for a restaurant chain brand

Research purpose: to understand consumers' cognition and attitude towards restaurant chain brands, as well as their needs and expectations for various aspects of the brand (such as food, price, environment, service, health, etc.), as well as the main factors and problems affecting consumer demand, as well as consumers' consumption frequency and amount;

Research object: existing customers and potential customers of restaurant chain brands;

Research method: Through random sampling in the stores and surrounding areas of catering chain brands, as well as on social media and forums and other platforms, face-to-face interviews or online interviews are conducted with users. The interviews include open questions about brand cognition and attitude, as well as scale questions about the needs and expectations of various aspects of the brand, as well as single-choice questions about the consumption frequency and amount of consumers, and open questions on basic information and advice for consumers;

Data analysis: Shangpu Consulting Company uses NVivo and other text analysis software to encode, classify, extract, summarize and summarize the interview data, so as to extract and discover the main contents and characteristics of consumers' cognition and attitude towards the brand, as well as the main contents and characteristics of consumers' needs and expectations for all aspects of the brand, as well as the influencing factors and problems of consumers' needs, and the distribution and characteristics of the frequency and amount of consumption by consumers;

Data visualization: Champu Consulting uses visualization tools such as Tableau to display the interview data in the form of word clouds, histograms, pie charts, box plots, scatter plots, etc., to visually show consumers' perceptions and attitudes towards the brand.Keywordsand frequency, as well as the rating and ranking of consumers' needs and expectations for various aspects of the brand, as well as the influence factors and issues of consumer demand, and the distribution and changes of consumers' consumption frequency and amount;

Data report: Shangpu Consulting Company uses Word, PowerPoint and other reporting tools to present the interview data in the form of text, charts, animation and so on, so as to summarize and summarize consumers' cognition and attitude towards restaurant chain brands, as well as consumers' needs and expectations in all aspects of the brand, as well as the influencing factors and problems of consumers' needs, as well as consumers' consumption frequency and amount, as well as suggestions and plans for improvement based on the research results;

Data feedback: Shangpu Consulting Company has used e-mail, telephone, video conference and other methods to give data feedback to relevant responsible persons and departments of catering chain brands, so that they can clearly understand consumers' evaluation and expectation of the brand, as well as the advantages and disadvantages of the brand, as well as the aspects and methods that need improvement, as well as the professional opinions and suggestions of Shangpu Consulting Company;

Data improvement: Shangpu Consulting Company has communicated and cooperated with relevant responsible persons and departments of catering chain brands, and formulated specific improvement plans and timetables, as well as improved goals and indicators, as well as improved monitoring and evaluation methods, and improved feedback and adjustment mechanisms, so that brands can take effective measures to improve consumers' demand satisfaction and loyalty according to the results and suggestions of consumer research, increase the frequency and amount of consumer spending, improve brand competitiveness and profitability.