Consumer Survey of FMic Industry in 1.

Fast Moving Consumer Goods (FMCG) refers to daily consumer goods with short sales cycle, large sales volume, low price and thin profit, such as food, beverage, cosmetics, cleaning products, etc. Consumer research in the FMCG industry has the following main purposes:

Understand consumers' purchase motivation, purchase behavior and purchase habits, as well as various factors that affect purchase, such as price, brand, taste, packaging, promotion, etc;

Understand consumer experience, satisfaction and loyalty to the product, as well as expectations and recommendations for the product;

Understand consumers' perception and evaluation of the market and competitors, as well as their acceptance and response to new products and concepts;

Understand the consumer's lifestyle, values, consumption and consumption trends, as well as consumer segments and characteristics.

The common methods of consumer research in the fast-food industry are:

Quantitative research, such as questionnaires, telephone interviews, web surveys, etc., is used to collect large amounts of consumer data, conduct statistical and descriptive analysis, and arrive at generalConclusionand laws;

Qualitative research, such as in-depth interviews, focus groups, observational methods, experimental methods, etc., is used to collect a small amount of consumer data, conduct content analysis and explanatory analysis, and obtain in-depth insights and understanding;

Hybrid research, I .e., a combination of quantitative and qualitative research methods, is used to validate and complement each other's results to arrive at a more comprehensive and accurateConclusionand recommendations.

Shangpu Consulting has provided consumer research services for an internationally renowned beverage brand to help it understand consumer needs and preferences in the Chinese market, as well as feedback and evaluation of its newly launched functional beverages. Shangpu Consulting adopted a mixed research method, first collecting basic information and purchase behavior data of 1000 consumers through online surveys, and then collecting data on the experience and feelings of 100 consumers through in-depth interviews and focus groups. Through the analysis of the data, Champ Consulting found the following:

The target consumers of this functional beverage are mainly young white-collar workers and students. They pay attention to health and quality, and have certain cognition and demand for functional beverages, but there are also some misunderstandings and concerns;

The main purchase motivation of the functional drink is refreshing and replenishing energy, followed by improving physical condition and preventing diseases, and finally following the trend and trying new things;

The main purchase scene of the functional drink is when working and studying, followed by sports and leisure, and finally when gathering and traveling;

The main purchase channels of this functional beverage are convenience stores and supermarkets, followed by online shopping malls and specialty stores, and finally vending machines and other channels;

The main competitors of this functional beverage are other functional beverages and energy drinks, followed by coffee and tea, and finally water and juice;

The main advantages of this functional beverage are good taste and obvious effect, followed by beautiful packaging and well-known brand, and finally reasonable price and natural ingredients;

The main disadvantages of the functional beverage are more side effects and low safety, followed by less advertising and weak publicity, and finally, short shelf life and difficult preservation;

The main improvement direction of the functional beverage is to increase the dosage and type, followed by improving the quality and standard, and finally expanding the publicity and promotion.

Based on the above analysis, Champ Consulting put forward the following suggestions for the beverage brand:

Clear target market and target consumers, according to their needs and preferences, product positioning and differentiation;

Strengthen the publicity and education on the functionality and safety of products, eliminate the misunderstanding and concerns of consumers, and improve the trust and recognition of consumers;

Optimize the taste and packaging of products, increase the attractiveness and recognition of products, and improve consumer satisfaction and loyalty;

Expand the sales channels and scenarios of products, increase the coverage and exposure of products, and improve the purchase rate and repetition rate of consumers;

Focus on product competitors and market trends, carry out product innovation and optimization, and improve product competitiveness and market share.

Consumer Research 2. the Automotive Industry

Automobile (Automobile) refers to vehicles with motor vehicles as the main means of transportation, such as cars, trucks, buses, motorcycles, etc. Consumer research in the automotive industry has the following main purposes:

Understand consumers' car purchase motivation, car purchase behavior and car purchase habits, as well as various factors that affect car purchase, such as price, brand, performance, appearance, safety, environmental protection, etc;

Understand the consumer's experience, satisfaction and loyalty to the car, as well as expectations and recommendations for the car;

Understand consumers' perception and evaluation of the market and competitors, as well as their acceptance and response to new technologies and concepts;

Understand the consumer's lifestyle, values, consumption and consumption trends, as well as consumer segments and characteristics and characteristics.

Commonly used methods for consumer research in the automotive industry are:

Quantitative research, such as questionnaires, telephone interviews, web surveys, etc., is used to collect large amounts of consumer data, conduct statistical and descriptive analysis, and arrive at generalConclusionand laws;

Qualitative research, such as in-depth interviews, focus groups, observational methods, experimental methods, etc., is used to collect a small amount of consumer data, conduct content analysis and explanatory analysis, and obtain in-depth insights and understanding;

Hybrid research, I .e., a combination of quantitative and qualitative research methods, is used to validate and complement each other's results to arrive at a more comprehensive and accurateConclusionand recommendations.

Shangpu Consulting has provided consumer research services for a leading domestic new energy vehicle brand to help it understand consumer needs and preferences in the Chinese market, as well as feedback and evaluation of its newly launched smart driving cars. Shangpu Consulting Company adopted a mixed research method. First, it collected the basic information and car purchase behavior data of 2000 consumers through online survey, and then collected the use experience and feeling data of 200 consumers through in-depth interviews and focus groups. Through the analysis of the data, Champ Consulting found the following:

The target consumers of the intelligent driving car are mainly young technology enthusiasts and innovators. They pay attention to personality and taste, and have a high degree of cognition and demand for intelligent driving cars, but they also have some concerns and questions;

The main motivation of the intelligent driving car is to experience and enjoy the fun and convenience of intelligent driving, the second is to show and show their identity and status, and the last is to respond to and support the concept and action of new energy and environmental protection;

The main car purchase scene of the intelligent driving car is daily commuting and travel, followed by occasional travel and exploration, and finally special business and social interaction;

The main purchase channels of the intelligent driving car are brand official website and specialty stores, followed by third-party platforms and dealers, and finally other channels;

The main competitors of the smart driving car are other new energy vehicles and smart driving vehicles, followed by traditional fuel vehicles and hybrid vehicles, and finally other transportation vehicles;

The main advantages of this intelligent driving car are advanced technology and powerful functions, followed by fashionable design and excellent quality, and finally energy saving, environmental protection and safety and reliability;

The main disadvantages of this smart driving car are high price and difficult maintenance, followed by inconvenient charging and poor compatibility, and finally unclear regulations and insufficient trust;

The main improvement direction of the smart car is to reduce costs and improve efficiency, followed by adding charging stations and optimizing the system, and finally improving regulations and enhancing trust.

Based on the above analysis, Shangpu Consulting Company put forward the following suggestions for the car brand:

Clear target market and target consumers, according to their needs and preferences, product positioning and differentiation;

Strengthen the promotion and education of intelligent driving of products, eliminate consumers' worries and doubts, and improve consumers' trust and recognition;

Optimize product design and quality, increase product attractiveness and recognition, and improve consumer satisfaction and loyalty;

Expand the sales channels and scenarios of products, increase the coverage and exposure of products, and improve the purchase rate and repetition rate of consumers;

Focus on product competitors and market trends, carry out product innovation and optimization, and improve product competitiveness and market share.

Consumer Research 3. the Financial Industry

Finance (Finance) refers to economic activities with money as the main medium, such as banking, insurance, securities, funds, futures, etc. Consumer research in the financial industry has the following main purposes:

Understand consumers' financial motivation, financial behavior and financial habits, as well as various factors affecting financial management, such as income, risk, income, duration, channels, etc;

Understand consumer experience, satisfaction and loyalty to financial products and services, as well as expectations and recommendations for financial products and services;

Understand consumers' perception and evaluation of the market and competitors, as well as their acceptance and response to new products and models;

Understand the consumer's financial situation, financial goals, financial planning and financial risks, as well as consumer segments and characteristics.

Common methods of consumer research in the financial sector are:

Quantitative research, such as questionnaires, telephone interviews, web surveys, etc., is used to collect large amounts of consumer data, conduct statistical and descriptive analysis, and arrive at generalConclusionand laws;

Qualitative research, such as in-depth interviews, focus groups, observational methods, experimental methods, etc., is used to collect a small amount of consumer data, conduct content analysis and explanatory analysis, and obtain in-depth insights and understanding;

Hybrid research, I .e., a combination of quantitative and qualitative research methods, is used to validate and complement each other's results to arrive at a more comprehensive and accurateConclusionand recommendations.

Shangpu Consulting once provided consumer research services for a well-known domestic Internet financial platform to help it understand consumer needs and preferences in the Chinese market, as well as feedback and evaluation of its newly launched intelligent investment service. Shangpu Consulting adopted a mixed research method, first collecting basic information and financial behavior data of 5000 consumers through online surveys, and then collecting data on the experience and feelings of 500 consumers through in-depth interviews and focus groups. Through the analysis of the data, Champ Consulting found the following:

The target consumers of the intelligent investment service are mainly young Internet users. They pay attention to efficiency and convenience, and have certain cognition and demand for the intelligent investment service, but they also have some doubts and worries;

The primary financial motivation for this smart investment service is to increase income and wealth, followed by financial freedom and security, and finally to meet the needs and goals of individuals and families;

The main financial scenarios of this intelligent investment service are leisure and free time, followed by work and study, and finally other scenarios;

The main financial channels of the intelligent investment service are mobile phones and computers, followed by tablets and smart devices, and finally other channels;

The main competitors of this intelligent investment service are other intelligent investment services and traditional investment services, followed by themselves and their relatives and friends, and finally other financial management methods;

The main advantages of this intelligent investment service are efficiency and convenience, followed by professionalism and intelligence, and finally transparency and fairness;

The main disadvantages of this smart investment service are risk and uncertainty, followed by trust and communication, and finally personality and humanity;

The main direction of improvement in this smart investment service is to reduce risk and increase returns, followed by increased trust and communication, and finally increased personality and humanity.

Based on the above analysis, Shangpu Consulting puts forward the following suggestions for the Internet financial platform:

Clarify the target market and target consumers, and position and differentiate the service according to their needs and preferences;

Strengthen the efficient and convenient publicity and education of the service, eliminate the doubts and worries of consumers, and improve the trust and recognition of consumers;

Optimize the professional and intelligent functions and algorithms of the service, increase the attractiveness and recognition of the service, and improve the satisfaction and loyalty of consumers;

Expand the financial channels and scenarios of services, increase the coverage and exposure of services, and improve the utilization rate and repetition rate of consumers;

Focus on service competitors and market trends, innovate and optimize services, and improve service competitiveness and market share.