1. determination of research objectives

The first step in consumer research is to define the objectives of the research, I .e. to identify the themes, questions, assumptions and expected results of the research, as well as the purpose and value of the research. Research objectives should have the following characteristics:

Clarity: The research objectives should clearly express the content and scope of the research, avoiding vague and vague expressions.

Quantifiable: Research objectives should have specific indicators and standards that can be measured and evaluated with data and facts.

Achievable: The research objectives should consider the feasibility and practicality of the research and match the resources and conditions of the research.

Meaningful: The research objectives should be consistent with the purpose and value of the research and be able to provide useful information and insights for business decisions and actions.

For example, Champu Consulting conducted consumer research for a new energy vehicle brand with the following objectives:

Understand the demand, cognition, attitude and motivation of consumers in the target market for new energy vehicles;

Analysis of consumer mental models and purchase behavior trajectories in the target market;

Explore consumer preferences and loyalty to NEV brands in target markets;

Provide valuable information and insights for product development, brand building, and marketing strategies of new energy vehicle brands.

2. Design Research Scheme

The second step in consumer research is to design the research plan, that is, to select the appropriate research methods, samples, tools and indicators, as well as the time, place and budget of the research. The research program should have the following characteristics:

Appropriate: The research program should select the most appropriate research methods and tools based on the research objectives and content to obtain the most effective data and information.

Comprehensive: The research plan should cover all aspects and details of the research, including the research process, steps, personnel, materials, etc., to ensure the smooth progress of the research.

Flexible: The research plan should be flexibly adjusted and optimized according to the actual situation of the research to deal with possible problems and changes.

For example, Shangpu Consulting conducted consumer research for a new energy vehicle brand, and its research plan is:

Research methods: Using a combination of quantitative and qualitative methods, respectively, using questionnaires, in-depth interviews, focus groups and other methods to obtain consumer quantity and quality data.

Research sample: According to the consumer characteristics of the target market, the use of stratified sampling, select different age, gender, income, education, geographical and other dimensions of consumers, to ensure the representativeness and diversity of the sample.

Research tools: According to different research methods, design and produce corresponding research tools, such as questionnaires, interview guides, discussion outlines, etc., as well as software and equipment for data collection and analysis.

Research indicators: According to the research objectives and content, determine and define relevant research indicators, such as consumer demand level, cognitive level, attitude tendency, motivation factors, mental model, purchase behavior, brand preference, brand loyalty, etc., as well as the corresponding quantification and evaluation methods.

Research time: according to the workload and progress of the research, formulate a reasonable research schedule, including the start and end time of the research, as well as the timing of each stage.

Research location: According to the research method and sample, select the appropriate research location, such as online or offline platform, channel, place, etc., to ensure the convenience and effectiveness of the research.

Research budget: according to the resources and conditions of the research, formulate a reasonable research budget, including the cost and expenditure of human, material and financial resources, as well as possible risks and countermeasures.

3. implementation of research activities

The third step of consumer research is to implement research activities, that is, to collect, record and organize data according to the research plan. The implementation of research activities should pay attention to the following points:

Abide by the principles and norms of research, such as objectivity, fairness, integrity, confidentiality, etc., respect the wishes and rights of consumers, and avoid unnecessary interference and influence on consumers.

Ensure the quality and reliability of research

1. Clear research objectives

Before providing consumer research services to customers, Shangpu Consulting must first fully communicate and negotiate with customers to clarify the purpose, content, object, scope, duration, budget, etc. of the research to ensure that the direction and objectives of the research are consistent with the needs and expectations of customers. According to the different situations of customers, champ consulting company will put forward different research objectives, such:

Provide consumer research services for a new brand of consumer goods enterprises, the research goal is to understand the target market consumer characteristics, needs, preferences, purchasing behavior, etc., to help enterprises to develop brand positioning, product strategy, channel strategy, promotion strategy.

Provide consumer research services for a consumer goods company with an existing brand. The research goal is to evaluate brand awareness, image, loyalty, reputation, etc., to help companies optimize brand management, enhance brand value, and enhance brand competitiveness.

Provide consumer research services for a consumer goods company facing market changes. The research goal is to explore market trends, opportunities, threats, etc. to help companies grasp market dynamics, adjust market strategies, and innovate market solutions.

The advantage of clarifying the research objectives is that it can make the research process more targeted, efficient, and effective, and it can also make the research results more valuable, meaningful, and useful.

2. Selection of research methods

When providing consumer research services to customers, Shangpu Consulting Company will select appropriate research methods according to the research objectives, contents, objects and other factors to ensure the quality and effectiveness of the research. According to the nature and purpose of the research, the research method is divided into two categories: quantitative research and qualitative research.

Quantitative research refers to the research method of quantifying and measuring the behavior, attitude and demand of consumers through numerical and statistical methods, which can provide information on the number, proportion, distribution and relationship of consumers, and is suitable for descriptive and predictive research purposes. Common methods of quantitative research include questionnaires, experiments, observations, etc., such:

When providing consumer research services for a new brand of consumer goods enterprises, Shangpu Consulting Company adopted the method of questionnaire survey, through the network, telephone, mail and other channels, to the consumers in the target market issued a questionnaire containing the basic information of consumers, consumer needs, preferences, purchasing behavior and other aspects of the questionnaire, collected a large number of consumer data, in order to understand the characteristics and behavior of consumers in the target market.

When providing consumer research services for a consumer goods company with an existing brand, Shangpu Consulting adopted an experimental method to observe and record consumer reactions by stimulating consumers differently under different conditions to evaluate Brand awareness, image, loyalty, reputation, etc.

When providing consumer research services for a consumer goods company facing market changes, Shangpu Consulting adopted an observational approach to explore market trends, opportunities, and threats by systematically observing and recording consumer behavior, environment, and interactions.

Qualitative research refers to the in-depth and detailed research method of consumer behavior, attitude, demand, etc. through language and text, which can provide consumer motivation, feelings, views, opinions and other aspects of information, suitable for diagnostic and recommended research purposes. Common methods of qualitative research include in-depth interviews, focus groups, neuromarketing, etc., such:

When providing consumer research services for a new brand of consumer goods enterprises, Shangpu Consulting Company adopted the method of in-depth interview, through one-on-one face-to-face or telephone interviews with consumers in the target market, through open questions, guide consumers to express their views, feelings and suggestions on products, brands, markets, etc., in order to obtain the deep needs and preferences of consumers.

When providing consumer research services for a consumer goods enterprise with an existing brand, Shangpu Consulting Company adopts the method of focus group. By inviting consumers in the target market to participate in a group discussion guided by a professional moderator, through the topics discussed, stimulate the interaction and communication between consumers to evaluate the brand's image, loyalty, word-of-mouth, etc.

When providing consumer research services for a consumer goods company facing market changes, Shangpu Consulting adopted a neuromarketing method to measure consumers' brain activity, eye movement, skin conductance, etc. by using advanced neuroscience technologies, such as EEG, eye movement, and galvanic skin response, in order to explore consumers' subconscious and emotional reactions.

When providing consumer research services to clients in different industries, Shangpu Consulting will consider various factors based on the above principles to determine the most appropriate sample type, characteristics, size and source, or use a combination of multiple samples to improve the quality and effectiveness of the sample. Here are some specific cases:

When providing consumer health awareness research services for a medical company, Champ Consulting identified a combination of target samples and innovation samples. The target sample refers to consumers who have already used the company's medical products or services, and the innovation sample refers to consumers who have the willingness or potential to use the company's medical products or services. Through this combination, Champ Consulting is able to understand the levels, differences, influencing factors and ways to improve health awareness among different types of consumers, as well as consumers' perceptions, evaluations, needs and recommendations for the company's medical products or services.

When providing consumer education needs research services for an education company, Champ Consulting identified a combination of stratified and random samples. A stratified sample is a stratified sample of consumers according to their age, gender, education, income and other characteristics, and a random sample is a random sample of consumers from each tier. Through this combination, Shangpu Consulting can ensure the representativeness and validity of the sample, as well as the diversity and universality of consumers' educational needs, as well as consumers' expectations, satisfaction, and loyalty to the company's educational products or services. Wait.

When providing consumer travel behavior research services for a travel company, Champ Consulting identified a combination of web and phone samples. Web samples refer to consumers drawn through online platforms or social media, and phone samples refer to consumers drawn through phone calls or text messages. Through this combination, Shangpu Consulting can improve the efficiency of sample collection and response rate, as well as the timeliness and real-time nature of consumer travel behavior, as well as consumer feedback, opinions, suggestions, etc. on the company's travel products or services.

3. Design of questionnaire

In designing the questionnaire for consumer research, Champ Consulting follows the following principles:

According to the purpose and content of the survey, determine the structure and content of the questionnaire. Different research purposes and contents require different questionnaire structures and contents to collect and reflect data. For example, if the purpose of the survey is to describe the basic characteristics and behaviors of consumers, then a questionnaire containing consumers' personal information and consumers' purchasing behaviors can be designed. The content of the questionnaire should be simple, clear and specific, and the structure of the questionnaire should be logical, clear and smooth. If the purpose of the survey is to diagnose consumers' needs and problems, then we can design a questionnaire including consumers' purchase motivation, purchase obstacles, purchase demand and other aspects. The content of the questionnaire should be in-depth, detailed and comprehensive, and the structure of the questionnaire should be flexible, diverse and interesting. If the purpose of the research is to predict the future behavior and demand of consumers, then we can design a questionnaire including consumers' purchase intention, purchase preference, purchase plan and other aspects, the content of the questionnaire should be forward-looking, innovative and guided, and the structure of the questionnaire should be dynamic, interactive and motivating.

Determine the format and language of the questionnaire based on the methodology and scope of the survey. Different research methods and scope require different questionnaire formats and languages to adapt and cover. For example, if the research method is online survey or telephone survey, then electronic or voice questionnaire format can be selected to improve the transmission efficiency and response rate of the questionnaire. The language of the questionnaire should be concise, clear and friendly to improve the comprehensibility and answerability of the questionnaire. If the research method is in-depth interview or focus group, then paper or video questionnaire format can be selected, in order to improve the depth and quality of the questionnaire, the language of the questionnaire should be professional, meticulous and interesting to improve the comparability and analysiability of the questionnaire; if the scope of the survey is national or global, then the questionnaire format in multiple languages can be selected. In order to improve the coverage and universality of the questionnaire, the language of the questionnaire should be suitable for different cultures and habits to improve the objectivity and fairness of the questionnaire.

When providing consumer research services to customers in different industries, Shangpu Consulting will determine the most appropriate questionnaire structure, content, format and language, or use a combination of multiple questionnaires, based on the above principles and considering various factors. Improve the quality and effectiveness of the questionnaire. Here are some specific cases:

When providing a consumer satisfaction survey service for a consumer goods company, Shangpu Consulting Company designed a questionnaire containing the following parts:(1) Consumers' personal information, such as age, gender, income, region, etc.;(2) Consumers' satisfaction with the company's products, prices, services, brands and other aspects, using a five-point scale or a ten-point scale, such as very dissatisfied, dissatisfied, general, satisfied, very satisfied, etc.;(3) the causes and influencing factors of consumers' dissatisfaction with the company's products, prices, services, brands, etc., in the form of multiple or open questions, such as product quality, product function, product appearance, product packaging, product shelf life, product price, product discount, product promotion, product after-sales, product warranty, product return, product complaint, product suggestion, service attitude, service speed, service quality, service scope, service channel, service mode, service time, service cost, service guarantee, service complaint, service suggestion, brand awareness, brand image, brand word of mouth, brand loyalty, brand recommend, etc;(4) The loyalty and referral willingness of consumers are in the form of a five-point scale or a ten-point scale, such as very unlikely, impossible, possible, very likely, very likely, etc.;(5) Other opinions and opinions of consumers Suggestions are in the form of open questions, such as opinions and suggestions on the company's products, prices, services, brands, etc. The format of the questionnaire is electronic and can be sent and recycled through online platforms or social media. The language of the questionnaire is Chinese, which can be adjusted and modified according to the dialects or habits of different regions.

When providing consumer financial demand research service for a financial company, Shangpu Consulting Company designed a questionnaire containing the following parts:(1) consumers' personal information, such as age, gender, income, occupation, education, etc.;(2) consumers' financial behavior, such as the frequency, amount, channel and purpose of use of financial products or services;(3) consumers' financial needs, such as the degree of demand for financial products or services, demand types, demand reasons, etc.;(4) financial preferences of consumers, such as the preference characteristics, preference factors, preference sources, etc. of financial products or services;(5) financial decisions of consumers, such as the decision-making process, decision-making influence, decision-making results, etc. of financial products or services;(6) financial awareness of consumers, such as financial knowledge, financial management, financial risk, financial credit, etc.;(7) consumers' financial satisfaction, such as satisfaction, dissatisfaction, loyalty, recommend, etc. to the company's financial products or services;(8) other opinions and suggestions of consumers, such as any opinions and suggestions on the company's financial products or services. The format of the questionnaire is paper-based and can be sent and recycled by mail or delivery. The language of the questionnaire is English, which can be translated and modified according to the language or habits of different countries.

4. Collection of research data

Champ Consulting follows the following principles when collecting data from consumer research:

According to the research method and scope, select the most appropriate data collection channels and methods. Different research methods and scope require different data collection channels and methods to implement and manage. For example, if the research method is online survey or telephone survey, then the network platform or telephone system can be selected as the data collection channel, and automatic or manual data collection method can be selected. If the research method is in-depth interview or focus group, then face-to-face or video conference can be selected as the data collection channel, and recording or recording can be selected as the data collection method. If the research scope is national or global, then you can choose the representative data collection channels of multiple regions or countries, and you can choose a unified or decentralized data collection method.

Determine the timing and frequency of data collection based on research time and budget. Different research times and budgets require different time and frequency of data collection to implement and manage. For example, if the research time is tight, you can choose the time for data collection as soon as possible or once, and you can choose the frequency of high or single data collection; if the research budget is limited, you can choose a reasonable or phased data collection time, you can choose the frequency of low or multiple data collection; if the research time and budget are sufficient, then the time of flexible or continuous data collection can be selected, the frequency of medium or regular data collection can be selected, etc.

When providing consumer research services to customers in different industries, Shangpu Consulting will choose the most appropriate data collection channel, method, time and frequency, or use a combination of multiple data collections based on the above principles and considering various factors to improve the efficiency and quality of data collection. Here are some specific cases:

When providing consumer satisfaction research services for a consumer goods company, Shangpu Consulting chose an online platform and face-to-face data collection channel, automatic and recorded data collection methods, and phased and regular data collection time and frequency. The network platform is used to send and recover questionnaires, face-to-face is used to conduct and record in-depth interviews, automatically used to count and analyze questionnaire data, recording is used to save and transcribe interview data, phased is used to collect data according to product life cycle or market changes, and regularly used to collect data according to quarter or year.

When providing consumer shopping behavior research services for a retail company, Champ Consulting chose video conferencing and laboratory data collection channels, video and instrument data collection methods, one-time and single-time data collection time and frequency. Video conference is used to observe and record the shopping behavior of consumers in the actual shopping environment, the laboratory is used to observe and record the shopping behavior of consumers in the simulated shopping environment, the video is used to capture and analyze the shopping process and results of consumers, the instrument is used to measure and analyze the physiological reaction and psychological state of consumers, one-time data collection is used at a specific time point, and one-time data collection is used only once.

When providing consumer online shopping behavior research services for an e-commerce company, Shangpu Consulting chose the data collection channels of the network platform and neural marketing center, the data collection methods of the network and neural marketing instruments, and the continuous and high-frequency data collection time and frequency. The network platform is used to send and recycle the network survey, the neural marketing center is used to conduct and record the neural marketing experiment, the network is used to collect and analyze the subjective data of consumers' online shopping behavior, attitude, demand and so on, and the neural marketing instrument is used to collect and analyze the objective data of consumers' brain activity, eye movement track, galvanic skin response and so on, which is continuously used to collect data during the whole online shopping process, high frequency is used for data collection in each online shopping session.

5. Analysis of research data

Champ Consulting follows the following principles when analyzing data from consumer research:

According to the purpose and content of the research, select the most appropriate data analysis methods and techniques. Different research purposes and content require different data analysis methods and techniques to organize and process data. For example, if the purpose of the survey is to describe the basic characteristics and behaviors of consumers, then descriptive analysis or comparative analysis methods can be selected, and techniques such as frequency distribution, percentage, average, standard deviation, correlation coefficient, etc. can be selected; if the purpose of the survey is to diagnose consumers' needs and problems, then causal analysis or cluster analysis methods can be selected, and regression analysis, variance analysis, factor analysis, cluster analysis and other techniques can be selected; if the purpose of the research is to predict the future behavior and needs of consumers, then you can choose predictive analysis or classification analysis methods, you can choose time series analysis, trend analysis, decision tree analysis, neural network analysis and other techniques.

According to the research method and scope, select the most appropriate data analysis tools and indicators. Different research methods and scopes require different data analysis tools and indicators to present and interpret data. For example, if the research method is questionnaire survey or online survey, data analysis software such as SPSS or Excel can be selected as data analysis tools, and frequency table, bar chart, pie chart, scatter chart, etc. can be selected as data analysis indicators. If the research method is in-depth interview or focus group, then content analysis software such as NVivo or Atlas.ti can be selected as data analysis tools, you can choose thematic analysis, framework analysis, narrative analysis, etc. as indicators of data analysis; if the scope of research is national or global, then you can choose statistical analysis software such as SAS or R as tools for data analysis, and you can choose mean comparison, variance analysis, correlation analysis, regression analysis, etc. as indicators of data analysis.

When providing consumer research services to customers in different industries, Shangpu Consulting will select the most appropriate data analysis methods, techniques, tools and indicators, or use a combination of multiple data analysis, based on the above principles, taking into account various factors, to improve the rationality and effectiveness of data analysis. Here are some specific cases:

When providing consumer satisfaction survey service for a consumer goods company, Shangpu Consulting Company chose data analysis methods of descriptive analysis and causal analysis, selected data analysis techniques such as frequency distribution, percentage, average, standard deviation, correlation coefficient and regression analysis, and selected data analysis software such as SPSS and Excel as data analysis tools, frequency tables, bar charts, pie charts, scatter plots, regression equations, etc. were selected as indicators for data analysis. Through these data analysis, Shangpu Consulting Company can describe the distribution and differences of consumers' satisfaction with the company's products, prices, services, brands, etc., as well as the reasons and influencing factors of consumer satisfaction and dissatisfaction, as well as the relationship between consumer satisfaction and loyalty, referral willingness and influencing factors.

When providing consumer shopping behavior research services for a retail company, Shangpu Consulting Company chose data analysis methods of comparative analysis and cluster analysis, selected data analysis techniques such as mean, standard deviation, variance analysis, factor analysis, cluster analysis, etc., and selected statistical analysis software such as SAS and R as data analysis tools, the mean comparison, variance analysis, factor analysis and cluster analysis were selected as the indicators of data analysis. Through these data analysis, Champ Consulting is able to compare the differences and similarities of consumers' shopping behavior in the actual shopping environment and the simulated shopping environment, as well as the influencing factors and changing patterns of consumers' shopping behavior, as well as the types and characteristics of consumers' shopping behavior.

When providing consumer online shopping behavior research services for an e-commerce company, Shangpu Consulting Company chose data analysis methods of predictive analysis and classification analysis, selected data analysis techniques such as time series analysis, trend analysis, decision tree analysis, neural network analysis, etc., and selected statistical analysis software such as SAS and R as data analysis tools, time series graphs, trend lines, decision tree graphs, neural network graphs, etc. were selected as indicators for data analysis. Through these data analysis, Shangpu Consulting can predict the future trends and changes of consumers' online shopping behavior, as well as the influencing factors and decision-making rules of consumers' online shopping behavior, as well as the classification and characteristics of consumers' online shopping behavior.

6. Presentation of research results

When presenting the results of consumer research, Champu Consulting follows the following principles:

According to the purpose and content of the research, determine the form and content of the results. Different research purposes and contents require different results presentation forms and contents to present and interpret data. For example, if the purpose of the research is to describe the basic characteristics and behaviors of consumers, then you can choose the form of text or chart results, and you can choose the content of descriptive results, such as the distribution and difference of consumers' personal information, consumers' purchasing behaviors, etc. If the purpose of the research is to diagnose consumers' needs and problems, then you can choose the form of chart or video results, you can choose the content of diagnostic results, such as consumers' purchase motivation, purchase obstacles, purchase demand and other reasons and influencing factors; If the purpose of the research is to predict the future behavior and demand of consumers, then you can choose the form of video or animation results, and you can choose the content of predictive results, such as the trend and change of consumers' purchase intention, purchase preference, purchase plan, etc.

According to the research method and scope, determine the structure and language of the results. Different research methods and scopes require different results presentation structures and languages to accommodate and cover. For example, if the research method is questionnaire survey or network survey, then you can choose the structure of logical, clear and smooth result presentation, and you can choose the language of concise, clear and friendly result presentation; if the research method is in-depth interview or focus group, you can choose the structure of flexible, diverse and interesting result presentation, and you can choose the language of professional, detailed and interesting result presentation; if the scope of the survey is national or global, then you can choose a comprehensive, balanced and fair structure for the presentation of results, and you can choose a language suitable for different cultures and habits.

When providing consumer research services to customers in different industries, Shangpu Consulting will comprehensively consider various factors according to the above principles to determine the most appropriate form, content, structure and language of the results, or adopt a combination of multiple results to improve the clarity and simplicity, interest and usefulness, objectivity and fairness of the results. Here are some specific cases:

When providing consumer satisfaction research services for a consumer goods company, Shangpu Consulting chose the form of text and chart results presentation, the content of descriptive results presentation, the structure of logical, clear and smooth results presentation, and the language of concise, clear and friendly results presentation. The results are presented in the form of the following parts:(1) the background and purpose of the research, the basic situation of the company, and the reasons and objectives of the consumer satisfaction survey;(2) the research methods and samples, the use of a combination of questionnaires and in-depth interviews, and the combination of target samples and innovative samples;(3) research results and analysis, using the form of words and charts, it shows the distribution and differences of consumers' satisfaction with the company's products, prices, services, brands and other aspects, as well as the reasons and influencing factors of consumers' satisfaction and dissatisfaction, as well as descriptive analysis and causal analysis of consumers' satisfaction and loyalty, the relationship between referral intention and influencing factors;(4) ResearchConclusionand suggestions, summarizes the main findings and enlightenment of consumer satisfaction, as well as suggestions for the improvement and optimization of the company's products, prices, services, brands, etc.

When providing consumer financial demand research services for a financial company, Shangpu Consulting chose the form of chart and video results presentation, the content of diagnostic results presentation, the structure of flexible, diverse and interesting results presentation, and the language of professional, detailed and interesting results presentation. The results are presented in the form of the following parts:(1) the background and purpose of the research, introducing the basic situation of the company, as well as the reasons and objectives of the research on consumer financial needs;(2) the research methods and samples, introducing the data collection methods using paper questionnaires and English language, and taking a combination of stratified samples and random samples;(3) the research results and analysis, using the form of charts and videos, it shows the comparative analysis and cluster analysis of consumers' financial behavior, financial needs, financial preferences, financial decision-making, financial awareness, financial satisfaction, etc., as well as the diagnostic analysis of the types and characteristics of consumers' financial needs;(4) ResearchConclusionand recommendations, summarizing the key findings and implications of consumer financial needs, as well as recommendations for innovation and customization of the firm's financial products or services.