Consumer research refers to the collection, analysis and interpretation of consumer-related information in various ways in order to provide the basis and guidance for marketing decisions. The purpose of consumer research is to understand consumer characteristics, needs, preferences, behavior and satisfaction, as well as the internal and external environment that affects these factors, so as to help companies develop products or services that are more in line with consumer needs and expectations, as well as more effective pricing, promotion, distribution and branding strategies.

Consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the measurement, analysis and inference of a large amount of consumer data through mathematical and statistical methods to arrive at some representative and universal.Conclusion. The common methods of quantitative research are questionnaire, experiment, observation and data mining. Qualitative research refers to the in-depth understanding, interpretation and revelation of a small amount of consumer data through non-mathematical and non-statistical methods to derive some insights with content and diversity. Common methods of qualitative research include interviews, focus groups, case studies, and text analysis.

The process of consumer research generally includes the following steps:

Determine the purpose and questions of the research: clarify the objectives, scope, content and questions of the research, as well as the value and significance of the research.

Design research programs and tools: select appropriate research methods, samples, data sources and data collection tools, as well as methods and tools for data analysis.

Implementation of research and data collection: in accordance with the research program and tools, the implementation of research activities, collect effective data, record and organize data.

Analysis of data and interpretation of results: the use of data analysis methods and tools, the collection of data processing, analysis and interpretation, to obtain the results of the survey and.Conclusion, and possible suggestions and comments.

Writing research reports and presenting research results: according to the purpose and problems of the research, writing research reports, including the background, methods, processes, results,Conclusion, recommendations and restrictions, etc., as well as the use of charts, images, videos and other forms to display the results of the research.

In the practice of consumer research, there are many excellent cases at home and abroad, which can provide us with some reference and inspiration. Here are some representative cases:

Starbucks consumer research: Starbucks is the world's largest coffee chain store. Through continuous consumer research, it understands consumer needs and preferences, as well as market changes and trends, so as to continuously innovate and improve its products and services and improve consumers Loyalty and satisfaction. Starbucks consumer research mainly includes the following aspects:

Online research: Starbucks collects consumer feedback and suggestions, and evaluates the quality and satisfaction of its products and services through its official website, social media, email and mobile phone applications. Starbucks also conducts online research, tests and promotes its new products and services, as well as offers and incentives to attract and retain consumers.

Physical store research: Starbucks collects consumer opinions and suggestions and evaluates the environment and atmosphere of its stores by setting up research questionnaires, suggestion boxes, ballot boxes and other tools in its physical stores. Starbucks also increases consumer participation and interaction, as well as understanding consumer interests and preferences, by hosting events and activities in its physical stores, such as coffee tasting, concerts, lectures, etc.

Consumer Community Research: Starbucks has established an online consumer community called "My Starbucks Idea" to invite consumers to share and discuss their thoughts and suggestions for Starbucks, as well as to vote and evaluate the thoughts and suggestions of other consumers. Starbucks also uses this community to present and respond to consumer ideas and suggestions, as well as implement and promote some consumer ideas and suggestions to increase consumer engagement and identity.

Shangpu consulting consumer research: Shangpu consulting is a professional market research and consulting company, which provides consumer research services for customers in all walks of life, helping customers understand the needs and preferences of consumers, as well as market opportunities and challenges, so as to formulate more effective marketing strategies and improve the competitiveness of products or services. Champ Consulting's consumer research mainly includes the following aspects:

Quantitative research: Champ Consulting measures, analyzes and infers a large amount of consumer data by using a variety of quantitative research methods and tools, such as questionnaires, experiments, observations and data mining, in order to arrive at some representative and universal.Conclusion. Examples of quantitative research by Champ Consulting are:

Consumer satisfaction survey for an automobile manufacturer: Champ Consulting conducted a consumer satisfaction survey for an automobile manufacturer to understand consumers' evaluation and feelings about the automobile manufacturer's products and services, as well as the factors affecting consumer satisfaction and the direction of improvement. Shangpu consulting conducted a survey on nearly 1000 consumers of the automobile manufacturer in the form of online questionnaire. The questionnaire includes the basic information, purchase behavior, use experience, satisfaction score, loyalty willingness, suggestions and opinions of consumers. Through the statistics and analysis of the questionnaire data, Champ Consulting has come up with the following.Conclusion：

The average score of consumer satisfaction for the automaker is 7.8, which is higher than the industry average, indicating that consumers' overall evaluation of the automaker's products and services is good.

The main factors affecting consumer satisfaction are product quality, product performance, product design, after-sales service, price and brand image, among which product quality and product performance are the most concerned factors and the most satisfactory factors for consumers, while after-sales service and price are the most unsatisfactory factors for consumers and the factors that consumers most want to improve.

The automaker's average consumer loyalty score of 8.2 is higher than the industry average, indicating that consumers' willingness to repeat purchases and recommend for the automaker's products and services is high.

Consumers' suggestions and opinions on the products and services of the automobile manufacturer mainly focus on the following aspects: improving the quality and efficiency of after-sales service, reducing the price of products or providing more discounts, increasing the types and functions of products, improving the design and appearance of products, and enhancing the popularity and image of the brand.

Consumer preference research for a cosmetics brand: Champ Consulting conducted a consumer preference research for a cosmetics brand to understand consumer preferences and choices for the cosmetics brand's products, as well as the factors and motivations that affect consumer preferences, so as to help the cosmetics brand optimize its product positioning and strategy. Shangpu Consulting conducted a survey of nearly 100 consumers of the cosmetics brand in the form of experiments. the experiment includes the basic information of consumers, consumers' cognition and attitude towards the products of the cosmetics brand, and consumers' selection and evaluation of the products of the cosmetics brand and other brands. Through the analysis and inference of the experimental data, Champ Consulting has come up with the following.Conclusion：

The average score of consumer preferences of the cosmetic brand is 6.5, which is lower than the industry average, indicating that consumers' choices and preferences for the cosmetic brand's products are general.

The main factors affecting consumer preference are product effect, product composition, product packaging, product price and product reputation. Among them, product effect and product composition are the most concerned factors of consumers, and they are also the most dissatisfied factors of consumers.

The main motives of consumer preference of the cosmetics brand are functional motivation, emotional motivation, social motivation and personality motivation, among which functional motivation and emotional motivation are the strongest motivation of consumers and the most difficult motivation for consumers to satisfy, while social motivation and personality motivation are the weakest motivation of consumers and the most easily satisfied motivation of consumers.

Consumers' selection and evaluation of the products of the cosmetics brand and the products of other brands are mainly shown in the following aspects: the advantages of the products of the cosmetics brand in terms of product effect and product composition are not obvious, and even inferior to the products of other brands and the products of the cosmetics brand in terms of product packaging and product price, can attract the attention and interest of some consumers, the cosmetics brand's products have insufficient advantages in product reputation, and need to strengthen its brand promotion and promotion.

Qualitative research: Champ Consulting uses a variety of qualitative research methods and tools, such as interviews, focus groups, case studies, and text analysis, to deeply understand, interpret, and reveal a small amount of consumer data in order to derive insights with content and diversity. Examples of qualitative research by Champ Consulting are:

Consumer experience research for a restaurant chain: Champ Consulting conducted a consumer experience research for a restaurant chain to understand the feelings and experiences of consumers during the consumption process of the restaurant chain.