The Essence of 1. Consumer Research

The essence of consumer research is to understand the psychology and behavior of consumers, so as to provide valuable information and suggestions for enterprises. Consumer psychology and behavior refers to the psychological phenomena such as thoughts, emotions, attitudes, preferences, motivations, decision-making, and satisfaction that consumers show when purchasing and using products or services, as well as behavioral processes such as selection, purchase, use, evaluation, recommend, and re-purchase. Consumer psychology and behavior are influenced by a variety of internal and external factors, such as personal characteristics, lifestyle, cultural background, social environment, market conditions, product attributes, etc. Consumer psychology and behavior is the bridge between consumers and enterprises, and it is the key for enterprises to understand and meet the needs of consumers.

The essence of consumer research is also to discover consumer problems and opportunities, so as to provide valuable solutions and innovative ideas for enterprises. Consumer problems refer to the difficulties, inconveniences, dissatisfaction, and incomprehension that consumers encounter when purchasing and using products or services. Consumer opportunity refers to the potential demand, unmet demand, and value-added experience that consumers have when purchasing and using products or services. The problems and opportunities of consumers are the driving force for enterprises to improve their products and services, and the source for enterprises to create competitive advantages and market value.

Purpose of 2. Consumer Research

The purpose of consumer research is to help enterprises achieve the following goals:

Market analysis: Through consumer research, companies can understand the size, structure, trends, opportunities and threats of the market, so as to formulate reasonable market positioning, goals, strategies and plans.

Product development: Through consumer research, companies can understand consumer needs, preferences, expectations and feedback to design, develop, test and improve products or services that meet consumer needs.

Brand management: Through consumer research, companies can understand consumer awareness, attitudes, loyalty and communication, so as to establish, maintain, enhance and protect the company's brand image, reputation and value.

Marketing communication: Through consumer research, companies can understand the source of consumer information, reception methods, influencing factors and response results, so as to develop effective marketing communication objectives, content, channels and evaluation.

Consumer relations: Through consumer research, companies can understand consumer satisfaction, loyalty, complaint behavior and transfer behavior, so as to establish and maintain a good relationship with consumers and improve the lifetime value of consumers.

Methods and techniques of 3. consumer research

The methods of consumer research are divided into two main categories: qualitative research and quantitative research. Qualitative research refers to exploring the nature, motivation, meaning and connotation of consumers' psychology and behavior through in-depth interviews, observations, case studies, etc., to obtain profound insight and understanding. Quantitative research refers to the measurement of the quantity, degree, frequency and relationship of consumers' psychology and behavior through extensive questionnaires, experiments, data analysis, etc., to obtain objective data and evidence. Qualitative research and quantitative research, each has its own advantages and disadvantages, should be based on different research purposes and conditions, flexible selection and combination of use.

The skills of consumer research mainly include the following:

Clear research purposes and problems: consumer research should have clear purposes and problems, that is, to know why to do research, what problems to solve, what results to get, this is the starting point and guidance of consumer research.

Determine the object and scope of the study: consumer research should have a clear object and scope, that is, to know who is the object of the study, what aspects of them to study, and what sample size and geographical scope to cover, which is the basis and basis of consumer research.

Choosing the right research methods and tools: Consumer research should have the right methods and tools, that is, according to the purpose, problem, object and scope of the research, choose the most suitable qualitative or quantitative research methods and tools, such as interviews, questionnaires, experiments, observations, etc., which are the means and methods of consumer research.

Ensure the quality and efficiency of research: consumer research should have high quality and efficiency, that is, to ensure the reliability, validity, accuracy and timeliness of research, to avoid research bias, error, distortion and lag, which is the standard and requirement of consumer research.

Analysis and use of research results and recommendations: consumer research should have clear results and recommendations, that is, to analyze and interpret the data and information of the research, to draw valuableConclusionAnd enlightenment, put forward useful suggestions and programs, to provide support and guidance for the decision-making and action of enterprises, which is the goal and value of consumer research.

Application and value of 4. consumer research

Consumer research has a wide range of applications and values in different industries and fields. Here are some real-world examples from Champ Consulting that show how consumer research can help businesses solve problems and create opportunities.

Automotive industry: Shangpu Consulting, an internationally renowned automotive brand, conducted a consumer survey on the Chinese market to understand the needs, preferences and expectations of Chinese consumers for automobiles, as well as their awareness of the brand. Attitude and loyalty. Through in-depth interviews and extensive questionnaires, Champ Consulting found the following important insights:

Chinese consumers' demand for cars is not only a means of transportation, but also a manifestation of personal image, social status and quality of life. Therefore, the appearance, performance, brand and service of cars are all important factors that affect consumers' purchase decisions.

Chinese consumers' preference for cars shows the characteristics of diversification and personalization with the changes of income level, life stage and regional differences. Therefore, the function, configuration, price and promotion of cars need to be differentiated and customized according to different consumer groups and market segmentation.

With the development of science and technology and the change of environment, Chinese consumers' expectations for automobiles show a trend of intelligence and greening. Therefore, the technology, innovation, safety and energy saving of automobiles are the key factors affecting consumer satisfaction and loyalty.

Although Chinese consumers' awareness of the brand has a good reputation and reputation in the world, it is not deep and extensive in the Chinese market. Therefore, the brand needs to strengthen its publicity and promotion in the Chinese market to improve consumers' awareness and recognition.

Chinese consumers have a high attitude towards the brand in terms of quality, performance and service, but they have a low evaluation in terms of price, promotion and innovation. Therefore, the brand needs to adjust its pricing and promotion strategies in the Chinese market to improve consumers' perceived value and willingness to buy.

Although Chinese consumers' loyalty to the brand has a high proportion in repeat purchase and recommend behavior, it has a low proportion in brand preference and emotional connection. Therefore, the brand needs to strengthen the interaction and communication with consumers to improve the brand loyalty and emotional dependence of consumers.

Based on the above insights, Champ Consulting made the following recommendations for the car brand:

In terms of products, the brand should develop and launch automotive products that are more in line with the Chinese market according to the needs, preferences and expectations of Chinese consumers, such as more personalized and intelligent design, more energy-saving and environmentally friendly performance, and more innovative And safe technology, etc.

In terms of brand, the brand should strengthen and optimize brand management in the Chinese market according to the cognition, attitude and loyalty of Chinese consumers, such as more targeted and attractive publicity and promotion, more reasonable and competitive pricing and promotion, more affinity and infectious interaction and communication, etc.

In terms of services, the brand should improve and improve the quality of services in the Chinese market based on the feedback, satisfaction and loyalty of Chinese consumers, such as more professional and efficient pre-sales and after-sales services, and more flexibility and convenience. Convenient repair and maintenance services, more caring and valuable value-added and extended services, etc.

Through the consumer research of Shangpu Consulting Company, the sales volume, market share, brand awareness and consumer satisfaction of the automobile brand in the Chinese market have been significantly improved and improved, which has laid a solid foundation and advantages for its development and competition in the Chinese market.

Catering industry: Shangpu Consulting, a well-known domestic catering chain brand, conducted a consumer survey on the Beijing market to understand the needs, preferences and expectations of Beijing consumers for catering, as well as their awareness of the brand, Attitude and loyalty. Through in-depth observation and extensive data analysis, Champ Consulting discovered the following important insights:

Beijing consumers' demand for catering is not only full, but also enjoyment. Therefore, the taste, quality, hygiene and service of catering are all important factors affecting consumers' choice.

Beijing consumers' preference for catering shows the characteristics of multi-change and multi-choice with the change of time, occasion and mood. Therefore, the type, style, price and atmosphere of catering need to be diversified and personalized according to different consumers and consumption scenarios.

Beijing consumers' expectations for catering, with the improvement of living standards and consumption concepts, show a trend of health and innovation. Therefore, the raw materials, nutrition, health and creativity of catering are all affecting consumer satisfaction and loyalty. The key factor.

Although Beijing consumers' awareness of the brand has a high degree of awareness and recognition in the Beijing market, it is not popular and promoted in other cities and regions. Therefore, the brand needs to strengthen its expansion and marketing in the national market. Improve consumer coverage and influence.

Although Beijing consumers' attitude towards the brand has a high evaluation in terms of taste, quality and service, it has a low evaluation in terms of price, atmosphere and innovation. Therefore, the brand needs to adjust its pricing and atmosphere strategy in the Beijing market to improve consumers' perceived value and experience.

Although Beijing consumers' loyalty to the brand has a high proportion in repeated consumption and recommend behavior, it has a low proportion in brand preference and emotional connection. Therefore, the brand needs to strengthen the interaction and communication with consumers to improve the brand loyalty and emotional dependence of consumers.

Based on the above insights, Champ Consulting made the following recommendations for the restaurant brand:

In terms of products, the brand should develop and launch catering products that are more in line with the Beijing market according to the needs, preferences and expectations of Beijing consumers, such as more regional characteristics and healthy and nutritious dishes, more creative and delicious drinks, and more diversified and rich packages.

In terms of brand, the brand should strengthen and optimize the brand management in the Beijing market according to the cognition, attitude and loyalty of Beijing consumers, such as the brand concept with more cultural connotation and social responsibility, the brand image with more communication power and attraction, and the brand story with more affinity and appeal.

In terms of service, the brand should improve and improve the service quality in the Beijing market according to the feedback, satisfaction and loyalty of Beijing consumers, such as more professional and efficient ordering and delivery services, more flexible and convenient booking and delivery services, more caring and valuable membership and preferential services, etc.

Through the consumer research of Shangpu Consulting Company, the customer flow, sales, brand awareness and consumer satisfaction of the catering brand in the Beijing market have been significantly improved and improved, which has laid a solid foundation and advantages for its development and competition in the Beijing market.