Digitization of 1. Consumer Research

Digitization refers to the process of collecting, analyzing and presenting consumer data using digital technologies and platforms. Digitalization brings the following benefits to consumer research:

Improve data quality and efficiency. Digitalization can make consumer research faster, more accurate and real-time, reduce human errors and deviations, and improve the reliability and validity of data. For example, through online questionnaires, mobile applications, social media and other channels, consumer research can cover a wider and more representative sample, collect more dimensions and deeper data, realize automatic data collection and analysis, and save time and cost.

Enhance data visualization and interactivity. Digitalization can make the results of consumer research more intuitive and vivid, and increase the attractiveness and persuasion of data. For example, through data dashboards, charts, animations, videos, etc., consumer research can present data to customers in a way that is easier to understand and remember, improve the efficiency of data dissemination and utilization, and promote data communication and sharing.

Expand the application and value of data. Digitalization can make consumer research data richer and more diverse, providing more insights and suggestions. For example, through data mining, machine learning, artificial intelligence and other technologies, consumer research can find more rules and trends from the data, predict consumer behavior and needs, and provide more targeted and innovative marketing programs.

Shangpu Consulting Company is a consulting company specializing in consumer research. It has an experienced and technologically advanced consumer research team to provide customers with comprehensive and efficient digital consumer research services. Here are some examples of the digitization of consumer research at Champ Consulting:

Provide digital consumer research services for an automotive brand. Using online questionnaires, mobile applications, on-board equipment and other channels, Shangpu Consulting collected data on potential and existing consumers of the car brand, including their basic information, car purchase motivation, car purchase process, car purchase experience, car purchase satisfaction, etc. Through data analysis, Champu Consulting has provided the following insights and suggestions for the car brand:

The potential consumers of this car brand mainly focus on the performance, safety, comfort and environmental protection of the car, while the existing consumers mainly focus on the repair, maintenance, after-sales and fuel consumption of the car.

The car purchase channels of potential consumers and existing consumers of the car brand are mainly a combination of online and offline. The online channels mainly include official website, social media, car forums, car media, etc., and the offline channels mainly include 4S stores, Showroom, test drive, word of mouth, etc.

The car purchase experience and satisfaction of potential and existing consumers of the car brand are affected by multiple factors, the most important of which are the quality, price, design and service of the car.

The car brand should strengthen the digital marketing to potential consumers and existing consumers, through the combination of online and offline methods, enhance the brand image and reputation of the car, increase the exposure and attractiveness of the car, and increase the sales of the car And market share.

The car brand should optimize its digital services to potential and existing consumers, and provide more convenient and personalized services such as car purchase consultation, test drive appointment, repair and maintenance, and after-sales feedback through a combination of online and offline methods. Improve consumers' car purchase experience and car purchase satisfaction.

Provide digital consumer research services for a FMCG brand. Using social media, e-commerce platforms, smart devices and other channels, Shangpu Consulting collected data on the target consumers and competing consumers of the FMCG brand, including their basic information, consumer behavior, consumer preferences, consumer motivations, consumption scenarios, etc. Through data analysis, Shangpu Consulting provided the following insights and suggestions for the FMCG brand:

There are obvious differences in the consumption behavior and preferences between the target consumers of the FMCG brand and the competing consumers, among which the target consumers are more inclined to buy high quality, high-value and high-function FMCG, while the competing consumers are more inclined to buy low-quality, low-value and low-function FMCG.

There are also obvious differences in the consumption motivation and consumption scenes between the target consumers of the FMCG brand and the competing consumers. The consumption motivation of the target consumers is mainly to meet their own needs, improve their image and enjoy their own life, while the consumption motivation of the competing consumers is mainly to save expenses, follow the trend and cope with daily life, the consumption scenarios of target consumers are mainly in family, work, leisure and other occasions, while the consumption scenarios of competing consumers are mainly in public, transportation, emergency and other occasions.

The FMCG brand should strengthen the digital analysis of target consumers and competing consumers, monitor and track their consumption behavior and preferences in real time through social media, e-commerce platforms, smart devices and other channels, predict their consumption needs and consumption scenarios, and provide more suitable consumer products and consumption plans.

The FMCG brand should strengthen the digital communication between target consumers and competing consumers, establish and maintain relationships with them through social media, e-commerce platforms, smart devices and other channels, enhance their brand awareness and brand loyalty, and increase their purchase intention and frequency.

The Socialization of 2. Consumer Research

Socialization refers to the process of collecting, analyzing, and utilizing consumer data using social media and social networks. Socializing brings the following advantages to consumer research:

Expand the source and scope of data. Socialization can enable consumer research to obtain more active and passive consumer data, covering more consumer groups and consumer segments. For example, through social media such as Weibo, WeChat, Douyin, Little Red Riding Book, consumer research can collect data such as consumer posts, comments, likes, forwards, and collections to reflect consumer opinions, emotions, attitudes and behaviors. Through Facebook, LinkedIn, Twitter and other social networks, consumer research can collect consumers' personal information, social relations, social influence and other data, reflecting the characteristics, status, role and network of consumers.

Increase the authenticity and sensitivity of the data. Socialization can make consumer research closer to consumers' real life and real feelings, and capture consumers' hidden and potential consumer data. For example, through social media and social networks, consumer research can observe and analyze consumers' consumption behavior and consumption experience in natural and spontaneous situations, avoid the false, conservative and submissive phenomena that consumers may exist in traditional consumer research, and improve the authenticity and sensitivity of data.

The interpretation and application of rich data. Socialization can make consumer research more in-depth and comprehensive understanding of consumer motivation and consumption value, and provide more consumer insights and consumer innovation. For example, through social media and social networks, consumer research can explore consumers' consumption needs and consumption significance from the perspectives of consumers' social identity, social participation, and social influence, discover consumers' consumption pain points and consumption opportunities, and provide More valuable and creative consumer solutions.

Shangpu Consulting Company is a consulting company specializing in consumer research. It has an experienced and technologically advanced consumer research team to provide customers with comprehensive and efficient social consumer research services. Here are some examples of the socialization of consumer research at Champ Consulting:

Provide social consumer research services for a clothing brand. Using social media such as Little Red Riding Book, Douyin and Weibo, Shangpu Consulting collected the data of the clothing brand's target consumers and competing consumers, including their posts, comments, likes, retweets, collections and other data, reflecting their opinions, emotions, attitudes and behaviors towards the clothing brand. Through data analysis, Shangpu Consulting provides the following insights and suggestions for the clothing brand:

There are obvious differences in the opinions, emotions, attitudes and behaviors of the target consumers and competing consumers of the clothing brand. Among them, the target consumers have higher evaluation, stronger emotions, more positive attitudes and more frequent behaviors of the clothing brand, while competing consumers have lower evaluation, weaker emotions, more negative attitudes and fewer behaviors of the clothing brand.

The opinions, emotions, attitudes and behaviors of the target consumers and competing consumers of the clothing brand are affected by many factors, the most important of which are the design, quality, price and service of the clothing brand.

The clothing brand should strengthen the social marketing of target consumers and competing consumers, through social media such as Little Red Riding Book, Douyin, Weibo, etc., to enhance the popularity and reputation of the clothing brand, and increase the reputation and influence of the clothing brand. Increase the sales and market share of the clothing brand.

The clothing brand should optimize its social services to target consumers and competing consumers, establish and maintain relationships with them through social media such as Little Red Riding Book, Douyin, and Weibo, and provide more timely and personalized clothing consultation, Try-on appointments, after-sales feedback and other services to improve their clothing experience and clothing satisfaction.

Social consumer research for a restaurant brand. Using social networks such as Wechat, Meituan and Dianping, Shangpu Consulting collected data on the target consumers and competing consumers of the catering brand, including their personal information, social relations, social influence and other data. reflect their characteristics, status, role and network. Through data analysis, Champu Consulting has provided the following insights and suggestions for the catering brand:

There are obvious differences in the characteristics, status, role and network between the target consumers of the catering brand and the competing consumers. Among them, the target consumers are older, higher income, higher education, higher occupation, higher status, more important role and wider network, while the competing consumers are younger, lower income, lower education, lower occupation, lower status, more secondary role and more limited network.

The characteristics, status, role and network of the target consumers and competing consumers of the catering brand have obvious influence on their catering choices and catering behaviors. Among them, the target consumers are more inclined to choose high quality, high-value and high-grade catering brands, and are more inclined to conduct catering consumption in work, business, social and other occasions, they are more inclined to conduct catering activities such as reservation, evaluation and sharing through social networks such as WeChat, Meituan and Dianping, while competing consumers are more inclined to choose low-quality, low-value and low-grade catering brands, more inclined to conduct catering consumption in family, leisure, entertainment and other occasions, and more inclined to pay through cash, Alipay, WeChat and other payment methods, less through WeChat, Meituan, public comment and other social networks for catering reservation, evaluation, sharing and other catering behavior.

The catering brand should strengthen the social analysis of target consumers and competing consumers, monitor and track their catering choices and behaviors in real time through social networks such as WeChat, Meituan and Dianping, predict their catering needs and catering scenes, and provide catering products and catering plans that are more in line with them.

The catering brand should strengthen social communication with target consumers and competing consumers, establish and maintain relationships with them through social networks such as WeChat, Meituan and Dianping, enhance their catering awareness and catering loyalty, and increase their catering willingness and frequency.

Personalization of 3. Consumer Research

Personalization refers to the process of providing customized consumer data and consumer services based on consumers' personal characteristics, consumer behavior and consumer preferences. Personalization brings the following advantages to consumer research:

Improve data relevance and relevance. Personalization can make consumer research more in line with the personalized needs and personalized value of consumers, and provide more useful and meaningful consumer data. For example, through personalized questionnaires, interviews, observations and other methods, consumer research can collect consumer personal information, consumer behavior, consumer preferences and other data, reflecting the consumer's personalized characteristics, personalized motivation, personalized value and so on.

Increase data satisfaction and loyalty. Personalization can make consumer research more respect and meet the personalized needs and personalized value of consumers, and improve consumer satisfaction and loyalty to consumer data. For example, through personalized feedback, suggestions, rewards, etc., consumer research can provide personalized evaluations, personalized programs, personalized incentives, etc., increase consumers' recognition and trust in consumer data, and promote consumers' use and sharing of consumer data.

Create data differentiation and competitiveness. Personalization can make consumer research more prominent and optimize the personalized needs and personalized value of consumers, and provide more distinctive and advantageous consumer data. For example, through personalized innovation, optimization, and upgrades, consumer research can provide consumers with personalized products, personalized services, personalized experiences, etc., increase consumers' love and recommend for consumer data, and improve consumer data Market competitiveness and market share.

Shangpu Consulting Company is a consulting company specializing in consumer research. It has an experienced and technologically advanced consumer research team to provide customers with comprehensive and efficient personalized consumer research services. Here are some examples of consumer research personalization at Champ Consulting:

Provide personalized consumer research services for a travel brand. Using personalized questionnaires, interviews, observations and other methods, Shangpu Consulting collected the data of the target consumers and competing consumers of the travel brand, including their personal information, travel behavior, travel preferences and other data, reflecting their personalized characteristics, personalized motivation, personalized value and so on. Through data analysis, Shangpu Consulting provides the following insights and suggestions for the tourism brand:

There are obvious differences in the personalized characteristics, personalized motivation and personalized value between the target consumers of the tourism brand and the competing consumers. Among them, the personalized characteristics of the target consumers are mainly the tourism methods that like exploration, adventure and innovation. The personalized motivation is mainly to meet their own tourism needs of interest, curiosity and achievement. The personalized value is mainly to obtain more knowledge, experience and fun tourism effects, the personalized characteristics of competing consumers are mainly to like safe, comfortable and convenient travel methods. The personalized motivation is mainly to meet their own travel needs of rest, relaxation and enjoyment, and the personalized value is mainly to obtain more comfort, Convenient and intimate travel effects.

The tourism brand should strengthen the personalized analysis of target consumers and competing consumers, monitor and track their travel behavior and travel preferences in real time through personalized questionnaires, interviews, observations and other methods, predict their travel needs and travel scenarios, and provide more in line with their travel products and travel programs.

The tourism brand should strengthen the personalized communication between the target consumers and competing consumers, and provide their personalized evaluation, personalized scheme and personalized incentive through personalized feedback, suggestions and rewards, so as to increase their recognition and trust in the tourism brand and improve their travel willingness and travel frequency.

The tourism brand should strengthen the personalized service to the target consumers and competing consumers, and provide their personalized products, personalized services and personalized experience through personalized innovation, optimization and upgrading, so as to increase their love and recommend of tourism brands and improve the market competitiveness and market share of tourism brands.