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Misunderstandings and Breakthroughs in Consumer Research: Experts Guide Enterprise Practice

2024-07-18 16:35:56 Source: Champu Consulting Visits:0

Purpose of 1. Consumer Research

The purpose of consumer research is to help companies better understand consumer needs, preferences, behavior, motivation, satisfaction, etc., so as to provide a basis and guidance for product development, market positioning, marketing strategies, and service improvement. The purpose of consumer research should be clear, specific, quantifiable, and actionable, rather than vague, general, difficult to measure, and difficult to implement. The purpose of consumer research should be based on the actual situation and market environment of the company, combined with the company's strategic goals and development plans, rather than blindly following industry trends or competitors, nor to satisfy the curiosity or vanity of individuals or departments.

2. the object of consumer research

The object of consumer research refers to the consumer group being investigated, that is, the target market or target customer of the enterprise. The objects of consumer research should be representative, differentiated, and accessible, rather than random, mixed, and difficult to reach. The object of consumer research should be based on the product characteristics and market segmentation of the enterprise, combined with the characteristics and behavior of consumers, rather than just based on the demographic characteristics of consumers, and not all consumers are regarded as the same category.

Methods of 3. Consumer Research

The method of consumer research refers to the tools and techniques for collecting and analyzing consumer information, including qualitative and quantitative. The method of consumer research should be scientific, appropriate and effective, not arbitrary, inappropriate and ineffective. The method of consumer research should be based on the purpose and object of consumer research, combined with the content and resources of consumer research, rather than blindly pursuing novelty or complexity, nor invariably following tradition or simplicity.

Content of 4. Consumer Research

The content of consumer research refers to the problems and indicators involved in consumer research, including consumer needs, preferences, behavior, motivation, satisfaction, etc. The content of consumer research should be relevant, important, and measurable, not irrelevant, secondary, and difficult to measure. The content of consumer research should be based on the purpose and method of consumer research, combined with the characteristics and changes of consumers, not just based on the internal needs or assumptions of enterprises, nor ignore consumer feedback or suggestions.

Application of 5. Consumer Research

The application of consumer research refers to how the results and recommendations of consumer research are adopted and implemented by enterprises to achieve the purpose of consumer research. The application of consumer research should be timely, comprehensive and continuous, rather than delayed, one-sided and one-off. The application of consumer research should be based on the quality and value of consumer research, combined with the ability and conditions of enterprises, not just based on the cost or form of consumer research, nor ignore the limitations or risks of consumer research.

Conclusion

Consumer research is an important means for enterprises to understand market demand, formulate marketing strategies, and improve the quality of products and services. However, the process and results of consumer research are often affected by various factors, leading to some misunderstandings and traps, which affect the effectiveness and accuracy of the research. This paper analyzes the common misunderstandings and traps in consumer research from the aspects of the purpose, object, method, content and application of consumer research, and puts forward the corresponding breakthrough and improvement strategy based on the practical experience of Shangpu Consulting Company, aiming to provide professional consumer research guidance and reference for enterprises. Consumer research is a dynamic, circular and continuous process, which requires enterprises to constantly learn, innovate and optimize to adapt to the changes of consumers and the market and realize the sustainable development of enterprises.

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