The basic principles and methods of data analysis 1. consumer research.

The data analysis of consumer research refers to the systematic processing and analysis of the data collected by consumer research to reveal the laws and information behind the data, so as to provide the basis and support for market decision-making. The basic principles of data analysis for consumer research are based on statistical and mathematical theories and methods, using appropriate data analysis techniques and tools to scientifically quantify and qualitatively analyze the data to achieve the following objectives:

Describe the basic characteristics of the data, such as distribution, concentration trend, degree of dispersion, correlation, etc;

Explore the internal structure of the data, such as factor analysis, cluster analysis, principal component analysis, etc;

Establish mathematical models of data, such as regression analysis, discriminant analysis, structural equation modeling, etc;

Verify the assumptions and inferences of the data, such as hypothesis testing, confidence intervals, significance levels, etc;

Explain the meaning and value of data, such as data visualization, report writing, results presentation, etc.

The basic methods of data analysis of consumer research can be divided into the following categories:

Descriptive analysis: Descriptive analysis is the basic description and summary of data, such as frequency analysis, cross-analysis, descriptive statistical analysis, etc. Descriptive analysis can help us understand the basic situation of the data, such as the basic characteristics of the sample, the distribution characteristics of variables, the relationship between variables, etc.

Exploratory analysis: Exploratory analysis is the in-depth exploration and discovery of data, such as correlation analysis, factor analysis, cluster analysis, etc. Exploratory analysis can help us discover the internal structure and patterns of the data, such as the common factors of the variables, the categorical groups of the sample, and the way the variables are combined.

Confirmatory analysis: Confirmatory analysis is the strict verification and inference of data, such as regression analysis, discrimination analysis, hypothesis testing, etc. Confirmatory analysis can help us to establish mathematical models and assumptions about the data, such as causal relationships between variables, criteria for judging samples, and the validity of assumptions.

Applied analysis: Applied analysis is the practical application and utilization of data, such as data visualization, report writing, and presentation of results. Applied analysis can help us translate the results of data analysis into the basis and support for market decision-making, such as the graphical display of data, the structure and content of the report, the interpretation of the results and recommendations.

The method selection of data analysis for consumer research should be based on the type, purpose, scale, quality and other factors of the data, and appropriate data analysis techniques and tools should be selected to ensure the effectiveness and accuracy of data analysis. Commonly used data analysis tools include Excel, SPSS, SAS, R, Python, etc. Different tools have different advantages and limitations and should be selected and used according to specific analysis needs.

Specific cases of data analysis and application of 2. consumer research.

In order to better illustrate the process and methods of data analysis and application of consumer research, this paper takes Shangpu Consulting Company as an example to show specific cases of data analysis and application of consumer research, including market segmentation, product positioning, brand management, pricing strategy, new product development, channel construction, advertising, promotional activities, sales forecast and so on.

(I) market segmentation

Market segmentation refers to the division of a large market into a number of relatively uniform sub-markets according to certain criteria, in order to develop different market strategies for different market needs. The purpose of market segmentation is to better meet the needs of consumers, improve market efficiency, and enhance market competitiveness. There are many criteria for market segmentation, such as geography, demographics, psychology, behavior, etc. There are many methods of market segmentation, such as univariate analysis, multivariate analysis, cluster analysis, etc.

Shangpu Consulting has conducted market segmentation research on the Chinese market for an internationally renowned sports brand, aiming to understand the needs, preferences, behaviors and motivations of Chinese consumers for sports brands, so as to provide guidance for the brand's market strategy. Champ Consulting has adopted the following market segmentation steps and methods:

The first step is to determine the objectives and criteria for market segmentation. Shangpu Consulting communicates with customers and clarifies that the goal of market segmentation is to better understand the sports needs and habits of Chinese consumers, and to increase the brand's market share and loyalty. The standard of market segmentation is based on the psychological and behavioral characteristics of consumers, such as sports purpose, sports frequency, sports scene, sports brand cognition, attitude, choice, etc.

The second step is to design and implement consumer research. Shangpu Consulting Company has designed a consumer survey questionnaire containing a variety of questions, such as single-choice questions, multiple-choice questions, scale questions, sorting questions, open questions, etc., covering consumers' basic information, sports needs, sports habits, sports brand cognition, attitude, choice and so on. Shangpu Consulting conducted a survey of 3000 consumers nationwide through online and offline methods and collected effective data.

The third step is to clean and organize the data. Shangpu Consulting Company cleaned and sorted the collected data, deleted invalid data, such as blank data, duplicate data, abnormal data, etc., to ensure the quality and effectiveness of the data. Shangpu Consulting also encoded and converted the data to convert qualitative data into quantitative data, such as converting the options of scale questions into numerical values, and carrying out text analysis and classification of the contents of open questions to facilitate subsequent data analysis.

The fourth step is data analysis and market segmentation. Using SPSS software, Shangpu Consulting has carried out a variety of data analysis methods, such as descriptive analysis, exploratory analysis, and confirmatory analysis, to reveal the characteristics and patterns of the data. Shangpu Consulting used a cluster analysis method to segment the data, grouping consumers according to variables such as sports purpose, sports frequency, sports scene, sports brand cognition, attitude, and choice, and obtained four different market segmentation groups, namely:

Sports enthusiasts: this group of consumers love sports very much. The purpose of sports is to enjoy the fun of sports and challenge themselves. The frequency of sports is at least three times a week. The sports scenes are diverse, including indoor, outdoor, park, gym, etc. The recognition and preference of sports brands are very high. The choice of sports brands is based on the quality, function, design and other factors of the brand, the loyalty to sports brands is also very high, and the proportion of consumers in this group is about 20%.

Sports health care users: this group of consumers pay more attention to the health care effect of sports. The purpose of sports is to keep healthy and reduce stress. The frequency of sports is once or twice a week. The sports scene is mainly indoor, such as home, gym, etc. The recognition and preference of sports brand are high. The choice of sports brand is based on the comfort, durability, price and other factors of the brand, the loyalty to sports brands is high, and the proportion of consumers in this group is about 30%.

Sports casual: this group of consumers do not have much interest in sports. The purpose of sports is to meet the needs of social or work. The frequency of sports is irregular. Sports scenes are mainly outdoor, such as parks and squares. The recognition and preference of sports brands are low. The choice of sports brands is based on the brand's popularity, image, reputation and other factors, and the loyalty to sports brands is low, the proportion of consumers in this group is about 25%.

Sports far away: this group of consumers almost do not exercise, the purpose of exercise is to avoid exercise, the frequency of exercise is almost no, sports scenes are indifferent, the awareness and preference of sports brands are very low, the choice of sports brands is random, the loyalty to sports brands is also very low, the proportion of consumers in this group is about 25%.

The fifth step is to make data application and market strategy. Based on the results of market segmentation, Shangpu Consulting has developed market strategies for clients for different market segments, such:

For sports enthusiasts, Shangpu Consulting recommends that customers adopt differentiated market strategies, highlight the professionalism, innovation, and personalization of the brand, improve brand awareness and reputation, increase brand loyalty and reputation, and pass high-end The pricing strategy to increase the brand's profit margin and market share.

For sports health care providers, Shangpu Consulting recommends that customers adopt a centralized market strategy, focus on the sports needs and habits of this group, provide suitable sports products and services, improve brand satisfaction and loyalty, and increase brand sales and market share through mid-range pricing strategies.

For those who exercise at will, Shangpu Consulting recommends that customers adopt diversified market strategies to increase brand exposure and influence, increase brand awareness and preference, and stimulate the sports of this group through various channels and methods. Interest and demand, through low-end pricing strategies, improve the market penetration and competitiveness of the brand.

For those who are far away from sports, Shangpu Consulting recommends that customers adopt a market strategy of giving up, do not invest and pay too much attention to this group, and focus resources and energy on other potential market segments to avoid waste of resources and Reduce efficiency.

The market segmentation research of Shangpu Consulting Company provides customers with valuable data analysis and application, helps customers better understand the characteristics and needs of consumers in the Chinese market, formulates effective market strategies, and improves the market performance and competitiveness of brands.

(II) product positioning

Product positioning refers to the establishment of a unique, attractive and different image of the product in the mind of consumers, so that consumers can recognize, accept and choose the product. The purpose of product positioning is to highlight the advantages and characteristics of products, improve product differentiation and competitiveness, and increase product market share and profit margins. There are many standards for product positioning, such as function, quality, price, emotion, etc. There are many methods of product positioning, such as single-variable analysis, multivariate analysis, and discrimination analysis.

Shangpu Consulting has conducted product positioning research for a well-known mobile phone brand in China, aiming to understand consumers' needs, preferences, behaviors and motivations for mobile phone products, so as to provide guidance for product design and promotion. Champu Consulting has adopted the following steps and methods for product positioning:

The first step is to determine the goals and standards for product positioning. Shangpu Consulting communicates with customers and clarifies that the goal of product positioning is to better meet consumers' mobile phone needs and habits, and to increase brand market share and loyalty. The standard of product positioning is based on the functional and emotional needs of consumers, such as the performance, appearance, price, brand, and personality of the mobile phone.

The second step is to design and implement consumer research. Shangpu Consulting Company has designed a consumer survey questionnaire containing a variety of questions, such as single-choice questions, multiple-choice questions, scale questions, sorting questions, open questions, etc., covering consumers' basic information, mobile phone needs, mobile phone preferences, mobile phone behavior, mobile phone brand cognition, attitude, choice, etc. Shangpu Consulting conducted a survey of 5000 consumers nationwide through online and offline methods and collected effective data.

The third step is to clean and organize the data. Shangpu Consulting Company cleaned and sorted the collected data, deleted invalid data, such as blank data, duplicate data, abnormal data, etc., to ensure the quality and effectiveness of the data. Shangpu Consulting also encoded and converted the data to convert qualitative data into quantitative data, such as converting the options of scale questions into numerical values, and carrying out text analysis and classification of the contents of open questions to facilitate subsequent data analysis.

The fourth step is data analysis and product positioning. Using SPSS software, Shangpu Consulting has carried out a variety of data analysis methods, such as descriptive analysis, exploratory analysis, and confirmatory analysis, to reveal the characteristics and patterns of the data. Shangpu Consulting used a discriminant analysis method to position the data, grouping consumers according to the functional and emotional needs of the phone, and obtaining four different product positioning groups, namely:

Functionalists: This group of consumers pay great attention to the functionality of mobile phones, such as performance, speed, memory, battery life, etc. The functional requirements of mobile phones are the main basis for them to choose mobile phones. They don't care much about the appearance, price, brand, and personality of mobile phones. They like high-end, advanced, and multi-functional mobile phones. The proportion of consumers in this group is about 15%.

Appearance activists: This group of consumers pay great attention to the appearance of mobile phones, such as color, shape, size, weight, etc. The appearance demand of mobile phones is the main basis for them to choose mobile phones. They don't care much about the performance, price, brand, personality and other aspects of mobile phones. They like beautiful, fashionable, light and thin mobile phones. The proportion of consumers in this group is about 20%.

Price activists: this group of consumers pay great attention to the price of mobile phones, such as price, performance-to-price ratio, concessions, and so on. The price demand of mobile phones is the main basis for them to choose mobile phones. They don't care much about the performance, appearance, brand, personality and other aspects of mobile phones. They like cheap, affordable and value-for-money mobile phones, and the proportion of consumers in this group is about 25%.

Emotionalists: this group of consumers pay great attention to the emotion of mobile phones, such as brand, personality, emotion, etc. The emotional needs of mobile phones are the main basis for them to choose mobile phones. They don't care much about the performance, appearance and price of mobile phones. They like famous, distinctive and emotional mobile phones. The proportion of consumers in this group is about 40%.

The fifth step is data application and product strategy development. According to the results of product positioning, Shangpu Consulting has formulated product strategies for different product positioning groups for customers, such:

For functionalists, Shangpu Consulting recommends that customers adopt high-end product strategies, highlight product functional advantages and technological innovation, improve product performance and quality, and increase product profitability and market share through high-end pricing strategies.

For looks, Shangpu Consulting recommends that customers adopt a fashionable product strategy, highlight the appearance and design of the product, improve the appearance and taste of the product, and increase the sales volume and market share of the product through the mid-range pricing strategy.

For price activists, Shangpu Consulting recommends that customers adopt an economical product strategy, highlight the price advantage and cost performance of the product, improve the product's benefits and value for money, and improve the market penetration and competitiveness of the product through low-end pricing strategies.

For emotionalists, Shangpu Consulting recommends that customers adopt a personalized product strategy, highlight the brand image and personality characteristics of the product, improve the visibility and reputation of the product, and improve product differentiation and loyalty through diversified pricing strategies.

The product positioning research of Shangpu Consulting Company provides customers with valuable data analysis and application, helps customers better understand the characteristics and needs of consumers' mobile phones, formulates effective product strategies, and improves the market performance and competitiveness of products.