The concept and significance of 1. consumer research

Consumer research, also known as consumer market research, refers to the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level, etc., and the use of various markets Research techniques and methods are used to study the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use.

Consumer research is one of the most basic and main components of consumer goods market research, which is most widely used in the field of market research, including the study of basic characteristics of consumers, the study of consumer behavior and the study of consumer motivation. Through these three levels of research, for the relevant industries and enterprises to provide: market segmentation, product positioning, brand management, pricing strategy, new product development, channel construction, advertising, promotional activities, sales forecasting and other behavior theory, data base.

The significance of consumer research is that it can help enterprises to deeply understand the psychology and behavior of consumers, find the needs and problems of consumers, evaluate the satisfaction and loyalty of consumers, predict the trend and change of consumer behavior, so as to provide valuable market information and decision-making basis for enterprises, and improve the market competitiveness and profitability of enterprises.

Technical approach to 2. consumer research

There are three main technical methods of consumer research, namely qualitative analysis, quantitative analysis and market analysis. These three methods have their own advantages and disadvantages. They should be flexibly selected and used in combination according to different research purposes, objects, content, scope, time, cost and other factors.

1. Qualitative analysis

Qualitative analysis refers to the analysis method of describing and explaining consumers' views, feelings, attitudes, motivations, behaviors, etc. in an unstructured or semi-structured way. The main feature of qualitative analysis is that it does not rely on numbers and statistics, but focuses on the grasp of consumers' personality and diversity, as well as a deep understanding of consumers' psychology and behavior. The commonly used techniques of qualitative analysis are:

-Focus symposium: refers to a group activity in which a moderator guides 6-12 consumers to have a free discussion on a certain topic. The advantage of the Focus Symposium is that it can collect direct feedback from consumers, observe consumer interactions and influences, discover consumer potential needs and problems, and explore consumer motivations and attitudes. The disadvantage of the focus symposium is that it is affected by the subjectivity of the host and participants, and it is difficult to ensure the objectivity and reliability of the data, and it is difficult to quantify and promote it.

-Group discussion: refers to a group activity in which a moderator leads 4-6 consumers to have a semi-structured discussion on a certain topic. The advantage of group discussion is that it can collect detailed information of consumers, understand consumers' thoughts and reasons, and analyze consumers' behaviors and preferences. The disadvantage of group discussion is that it is affected by the personality and level of the host and participants, it is difficult to ensure the consistency and validity of the data, and it is difficult to compare and summarize.

-Projection method: refers to the analytical method of revealing the inner psychology and emotion of consumers by allowing consumers to react to some vague, incomplete or metaphorical stimulus material. The advantage of the projection method is that it can break through the consumer's defense and resistance, obtain the consumer's hidden and subconscious information, and discover the consumer's deep-seated needs and motivations. The disadvantage of the projection method is that it is affected by the subjectivity of the stimulus material and the analyst, and it is difficult to ensure the scientificity and accuracy of the data, and it is also difficult to verify and replicate.

-Observation method: refers to the analysis method of directly or indirectly observing the behavior and reaction of consumers to understand the actual situation and problems of consumers. The advantage of observation is that it can collect real and natural data of consumers, avoid consumer bias and misleading, and discover consumer behavior patterns and laws. The disadvantage of the observation method is that it is interfered by the observer and the environment, making it difficult to ensure the integrity and representativeness of the data, and to explain the psychology and motivation of the consumer.

-Experimental method: refers to the analytical method of testing consumer reactions and results by manipulating or intervening in consumer behavior or reactions under controlled or simulated conditions. The advantage of the experimental method is that it can collect consumer causality data, verify consumer assumptions and theories, and predict consumer behavior and effects. The disadvantage of the experimental method is that it is subject to the complexity and difficulty of experimental design and operation, it is difficult to ensure the authenticity and universality of data, and it is difficult to adapt to the variability and complexity of consumers.

2. Quantitative analysis

Quantitative analysis refers to the measurement and statistical analysis of consumers' opinions, feelings, attitudes, motivations, behaviors, etc. in a structured or standardized way. The main feature of quantitative analysis is that it relies on numbers and statistics, but focuses on grasping the number and distribution of consumers, as well as generalizing and inferring the psychology and behavior of consumers. Common techniques for quantitative analysis are:

-Questionnaire survey: refers to the analysis method of asking and answering orderly questions to a certain number and types of consumers by designing a set of standard questions. The advantage of questionnaire survey is that it can collect a large amount and variety of data from consumers, ensure the objectivity and comparability of data, and carry out data classification and statistics. The disadvantage of the questionnaire survey is that it is affected by the design of the questions and the quality of the answers. It is difficult to ensure the validity and authenticity of the data, and it is difficult to capture the details and changes of consumers.

-Sample survey: refers to the analytical method of representative measurement and analysis by extracting a certain proportion of individuals from the population. The advantage of sample survey is that it can collect universal data of consumers, ensure the scientificity and accuracy of the data, and make data inference and prediction. The disadvantage of sample survey is that it is affected by sample design and extraction methods, and it is difficult to ensure the integrity and stability of data, and it is difficult to adapt to the diversity and complexity of consumers.

-Factor analysis: refers to the analysis method of extracting a few important factors of consumers by analyzing the correlation and main components of multiple variables of consumers. The advantage of factor analysis is that it can collect explanatory data from consumers, ensure the simplicity and clarity of the data, and summarize and integrate the data. The disadvantage of factor analysis is that it is influenced by variable selection and factor naming, making it difficult to ensure the rationality and consistency of data, and to explain consumer causality and motivation.

-Cluster analysis: refers to the analysis method of dividing consumers into several relatively balanced groups by analyzing the similarity and distance of multiple variables of consumers. The advantage of cluster analysis is that it can collect the data of consumers with distinguishing power, ensure the dispersion and stratification of data, and group and divide the data. The disadvantage of cluster analysis is that it is affected by variable selection and group division, and it is difficult to ensure the stability and reliability of data, and it is also difficult to evaluate consumer satisfaction and loyalty.

-Multiple regression analysis: refers to the analysis method of modeling and estimating the relationship between one or more dependent variables and multiple independent variables of consumers. The advantage of multiple regression analysis is that it can collect predictive data from consumers, ensure the systematicness and completeness of the data, and interpret and control the data. The disadvantage of multiple regression analysis is that it is influenced by model assumptions and parameter estimation, it is difficult to guarantee the independence and normality of the data, and it is difficult to consider the nonlinear and interactive effects of consumers.

3. Market analysis

Market analysis refers to the analysis method of comprehensive evaluation and analysis of consumer market demand, market capacity, market structure, market competition, market opportunities, etc. The main feature of market analysis is that it not only pays attention to the individual characteristics and behavior of consumers, but also pays attention to the group characteristics and behavior of consumers, and the interaction between consumers and the market environment. Common techniques for market analysis are:

-Market demand analysis: refers to the analysis method of determining the effective demand and potential demand of the market by analyzing the level of consumer demand, demand structure, demand change, demand impact, etc. The advantage of market demand analysis is that it can help companies understand the size and growth of the market, formulate market goals and positioning, and develop market products and services. The disadvantage of market demand analysis is that it is influenced by consumer preferences and behavior, making it difficult to accurately predict market demand and to meet market demand.

-Market capacity analysis: refers to the analysis method of determining the maximum capacity and actual capacity of the market by analyzing the purchasing power, willingness to buy, frequency of purchase, quantity of purchase, etc. The advantage of market capacity analysis is that it can help companies understand the potential and space of the market, formulate market strategies and plans, and expand market share and profits. The disadvantage of market capacity analysis is that it is affected by the income and expenditure of consumers, it is difficult to accurately measure the capacity of the market, and it is difficult to increase the capacity of the market.

-Market structure analysis: refers to the analysis method of determining the characteristics of market segmentation, concentration, dispersion and differentiation by analyzing the distribution, characteristics, behavior and demand of consumers. The advantage of market structure analysis is that it can help companies understand the composition and changes of the market, formulate market differentiation and segmentation, and adapt to the diversification and complexity of the market. The disadvantage of market structure analysis is that it is influenced by the personality and diversity of consumers, and it is difficult to grasp the structure of the market, and it is difficult to optimize the structure of the market.

-Market competition analysis: refers to the analysis of consumer choice, preference, satisfaction, loyalty, etc., to determine the market competitors, competitiveness, competitive strategy, competitive results and other characteristics of the analysis method. The advantage of market competition analysis is that it can help companies understand the advantages and disadvantages of the market, formulate market competition and cooperation, and improve market competitiveness and efficiency. The disadvantage of market competition analysis is that it is influenced by consumer cognition and behavior, and it is difficult to evaluate the competition in the market, and it is difficult to deal with the competition in the market.

-Market opportunity analysis: refers to the analysis of consumer needs and problems, market potential and space, competitors' strengths and weaknesses, etc., to determine the characteristics of market opportunities and threats, priorities and feasibility. The advantage of market opportunity analysis is that it can help companies understand the development and trends of the market, formulate market innovations and breakthroughs, and seize market opportunities and challenges. Research methods for market opportunity analysis, such as focus seminars, group discussions, projection methods, etc., to ensure the individuality and diversity of data.

-When the content of consumer research is a relatively simple and clear research topic, you can choose to use a single or limited research method, such as questionnaire survey, observation method, etc., to ensure the validity and representativeness of the data.

-When the content of consumer research is a more complex and vague research topic, you can choose to use multiple or integrated research methods, such as focus seminars, experimental methods, market analysis, etc., to ensure the comprehensiveness and comprehensiveness of the data.

3. Collect and analyze data

The data of consumer research refers to the information and opinions obtained from consumers through various research methods in the process of consumer research. Practitioners of consumer research should collect and analyze data according to their own research plan, or collect and analyze data according to the quality and effect of the data to ensure the accuracy and usefulness of the data. For example:

-When the data for consumer research is qualitative data, you can choose to use descriptive and explanatory analysis methods, such as content analysis, discourse analysis, narrative analysis, etc., to obtain the meaning and value of the data.

-When the data for consumer research is quantitative, you can choose to use measurement and statistical analysis methods, such as frequency analysis, correlation analysis, regression analysis, etc., to obtain the quantity and distribution of the data.

-When the data for consumer research is comprehensive data, you can choose to use comprehensive and comparative analysis methods, such as cross-analysis, factor analysis, cluster analysis, etc., to obtain the characteristics and patterns of the data.

4. Writing and presenting research reports

The report of consumer research refers to the results of consumer research and.Conclusion, and insights and recommendations from consumer research. Practitioners of consumer research should write and present research reports according to their own research purposes and objects, or write and present research reports based on feedback and evaluation to ensure the clarity and effectiveness of the reports. For example:

-When the report of consumer research is for insiders or professionals, you can choose to use a detailed and professional report format, such.AbstractCatalogue,Text、Conclusion, appendices, etc., to demonstrate the comprehensiveness and scientific nature of the data.

-When the report of consumer research is for outsiders or ordinary people, you can choose to use a concise and popular report format, such as title, introduction, key points, suggestions, charts, etc., to show the importance and interest of the data.

-When the consumer research report is presented in written form, you can choose to use clear and standardized reporting language, such as objective, accurate, concise, logical, etc., to improve the readability and credibility of the report.

-When the report of consumer research is presented in oral form, you can choose to use vivid and interesting report language, such as image, appeal, interaction, humor, etc., to improve the attractiveness and influence of the report.

4. epilogue

Consumer research is a challenging and valuable work. It requires the practitioners of consumer research to continuously learn and innovate to adapt to the changes and needs of consumers. This paper introduces the concept and significance of consumer research, the technical methods of consumer research, and the experience and suggestions of consumer research, hoping to provide some reference and enlightenment for the practitioners of consumer research, and improve the quality and effect of consumer research.