Limitations of the 1. Questionnaire

Questionnaire survey is a commonly used consumer research method, it through the design of a series of questions, to the target consumer groups issued or online to fill in, collect consumer opinions, attitudes, behavior and characteristics of information, and then analyze and explain the data, resulting in consumer research.Conclusion. The advantages of the questionnaire survey are that it can cover a larger sample size, can quantify and standardize consumer feedback, can easily perform statistics and comparisons, and can save time and cost.

However, the questionnaire also has some limitations, mainly the following points:

It is difficult to obtain deep consumer insights. Questionnaires usually only reflect the surface information of consumers, such as their knowledge, attitudes and behavior, and it is difficult to explore their motivation, needs and values and other deep-seated factors, these factors are often the key to affect consumer decision-making. In addition, questionnaires are also difficult to capture subtle changes in consumer emotions, emotions and experiences, which may also have an important impact on consumer satisfaction and loyalty.

vulnerable to consumer subjective bias. Questionnaires rely on consumer self-reports, and consumer self-reports are often affected by their memory, cognition, emotions, social expectations and other factors, resulting in their answers are not necessarily true, accurate and consistent. For example, consumers may avoid answering certain questions, deliberately distort, deal with them at will, imitate others, etc., which will reduce the reliability and validity of the questionnaire.

It is difficult to adapt to the rapidly changing market environment. Questionnaires usually take a long time to design, distribute, collect and analyze, while the market environment and consumer needs and behaviors are constantly changing, which leads to the results of the questionnaire may be outdated or not applicable. Provide timely and effective guidance. In addition, the questionnaire survey is also difficult to deal with some emerging market phenomena and consumer behaviors, such as the impact of social media, the development of the sharing economy, and the need for personalization and customization. These phenomena and behaviors may require more flexible and innovative consumer research methods.

Features and advantages of 2. new consumer research methods

In order to overcome the limitations of questionnaire survey, more and more enterprises begin to adopt some new consumer research methods, which can reveal the real thoughts and behaviors of consumers from different angles and levels, and improve the effectiveness and efficiency of consumer research. These methods mainly include the following:

Observation method. Observation is a method of obtaining consumer information by directly or indirectly observing consumer behavior and reactions. The advantage of the observation method is that it can avoid the subjective bias of consumers, capture the emotions and experiences of consumers, and adapt to the rapidly changing market environment. There are many types of observation methods, such as field observation, laboratory observation, mysterious customer, tracker, eye tracker, etc.

experimental method. The experimental method is a method of inferring the causal relationship of consumer behavior by manipulating one or more independent variables and observing their effects on dependent variables. The advantage of the experimental method is that it can control external interference factors, verify the internal mechanism of consumer behavior, and predict the changing trend of consumer behavior. There are many types of experimental methods, such as laboratory experiments, scene experiments, natural experiments, AB tests, etc.

Neuromarketing. Neuromarketing is a method to reveal consumers' subconscious and emotions by measuring consumers' neurophysiological reactions, such as brain waves, cerebral blood flow, skin electricity, heart rate, etc. The advantage of neural marketing is that it can obtain deep insight into consumers, evaluate consumers' attention, memory, preferences, emotions, etc., and optimize the design and dissemination of products and advertisements. There are many types of neuromarketing methods, such as electroencephalography, functional magnetic resonance imaging, galvanic skin response, facial expression analysis, etc.

Social media analytics. Social media analytics is a method of obtaining consumer information by collecting and analyzing consumer content and behavior on social media. The advantage of social media analysis is that it can use massive amounts of data, monitor consumer feedback in real time, identify consumer groups and trends, and enhance consumer participation and interaction. There are many types of social media analysis, such as text analysis, sentiment analysis, topic analysis, network analysis, influence analysis and so on.

The characteristics and advantages of these new consumer research methods can be summarized as follows:

More real. These methods can directly or indirectly observe and measure consumer behavior and reactions without relying on consumer self-reporting, thereby avoiding consumer subjective bias.

Deeper. These methods can explore consumers' motivation, needs, values, emotions, emotions, experiences and other deep-seated factors from different angles and levels, so as to obtain more profound and comprehensive consumer insights.

More flexible. These methods can adapt to the rapidly changing market environment and consumer behavior, can deal with some emerging market phenomena and consumer behavior, and can flexibly adjust and optimize the design and execution of consumer research.

More innovative. These methods can use some advanced technologies and tools, such as neuroscience, artificial intelligence, big data, etc., to improve the accuracy and efficiency of consumer research, and at the same time, they can also stimulate the creativity and imagination of consumer research.

3. application scenarios and cases of new consumer research methods

These new consumer research methods can be flexibly combined and applied according to different purposes and scenarios to achieve the best consumer research results. Below, we will show the practical application and effect of these methods in combination with some specific cases provided by Champ Consulting for customers.

Case 1: Observational experimental method to improve product design and sales strategy for an automobile manufacturer. Champ Consulting provided a consumer research service for an automobile manufacturer to help it improve its product design and sales strategy. Champ Consulting used a combination of observational and experimental methods to conduct consumer research in the following areas:

Observation method: Through on-site observation and mysterious customers, Shangpu Consulting collected consumers' behaviors and reactions in car showrooms and 4S stores, such as their attention to different models, stay time, test drive willingness, purchase intention, etc., And their interaction with sales staff, such as their questions, feedback, doubts, needs, etc. Through these observations, Champ Consulting can understand consumers' satisfaction and loyalty to automakers' products and services, as well as the factors and processes that influence their purchase decisions.

Experimental method: Through laboratory experiments and scene experiments, Shangpu Consulting tested consumers' reactions to different product designs and sales strategies, such as their preferences, evaluations, choices and purchases for different models, colors, features, prices, offers, advertisements, etc. Through these experimental data, Champ Consulting can infer consumer demand and value for automakers' products and services, as well as the causal relationships and changing trends in their purchasing decisions.

Through a combination of observational and experimental methods, Champ Consulting provides the following recommendations for automakers:

Optimize product design, highlight product differentiation and personalization, and meet the diversified and customized needs of consumers.

Optimize sales strategies, increase product display and experience, provide more information and guidance, and enhance consumer trust and participation.

Optimize marketing strategies, use social media and word-of-mouth to enhance product visibility and reputation, and stimulate consumer interest and desire.

Through the implementation of these recommendations, the product sales and market share of automobile manufacturers have been significantly improved, and consumer satisfaction and loyalty have also been significantly improved.

Case 2: Neural marketing social media analysis to improve advertising effectiveness and brand image for a cosmetics brand. Champ Consulting provided a consumer research service for a cosmetics brand to help it improve its advertising effectiveness and brand image. Champu Consulting used a combination of neuromarketing and social media analysis to conduct consumer research in the following areas:

Neuromarketing: Through EEG and facial expression analysis, Champ Consulting measured the neurophysiological responses of consumers to different advertisements of cosmetics brands, such as their attention, memory, preferences, emotions, etc., as well as their evaluation and feedback on the advertisements. Through these neuromarketing data, Champ Consulting can evaluate the attractiveness, communication, persuasiveness and influence of cosmetics brand advertisements, as well as their impact on consumer buying behavior.

Social Media Analysis: Through text analysis and sentiment analysis, Champ Consulting collects and analyzes the content and behavior of different advertisements of cosmetics brands on social media, such as their comments, retweets, likes, and collections, as well as their attitudes and emotions towards advertisements. Through these social media analysis data, Champ Consulting can monitor the communication effect and word-of-mouth effect of cosmetics brand advertisements, as well as their impact on consumers' brand perception and brand image.

Through a combination of neuromarketing and social media analytics, Champ Consulting offers the following recommendations for cosmetics brands:

Optimize advertising design, highlight the creativity and emotion of advertising, and meet the aesthetic and emotional needs of consumers.

Optimize advertising communication, use different media and channels to improve advertising coverage and exposure, and enhance consumers' attention and memory.

Optimize advertising interaction, use social media and word-of-mouth communication to enhance advertising participation and sharing, and enhance consumer preferences and emotions.

Through the implementation of these recommendations, the advertising effect and brand image of cosmetics brands have been significantly improved, and the purchase behavior and loyalty of consumers have also been significantly improved.

Conclusion

Consumer research is an important part of marketing, which can help companies understand consumer needs, preferences, behavior and satisfaction, so as to develop effective marketing strategies. The traditional consumer research method is mainly questionnaire survey, but this method has some limitations, such as difficult to obtain deep-seated consumer insight, vulnerable to consumer subjective bias, difficult to adapt to the rapidly changing market environment. Therefore, more and more enterprises begin to adopt some new consumer research methods, such as observation method, experimental method, neural marketing method, social media analysis method, etc., these methods can reveal the real thoughts and behaviors of consumers from different angles and levels, and improve the effectiveness and efficiency of consumer research. This paper introduces the characteristics, advantages and application scenarios of these new consumer research methods, and shows the actual effect of these methods in combination with some specific cases provided by Shangpu Consulting Company for customers.

The main part of this paperConclusionYes:

Questionnaire survey is a commonly used consumer research method, but there are some limitations, such as difficult to obtain deep-seated consumer insight, vulnerable to consumer subjective bias, difficult to adapt to the rapidly changing market environment.

New consumer research methods, such as observation, experimental, neural marketing, social media analysis, etc., can overcome the limitations of questionnaires, reveal the true thoughts and behaviors of consumers from different angles and levels, and improve the effectiveness and efficiency of consumer research.

The new consumer research method can be flexibly combined and applied according to different purposes and scenarios to achieve the best consumer research results. Some of the cases provided by Champ Consulting to clients show the practical application and effect of these methods.