Definition and Purpose of 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 market research techniques And methods, research on the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use.

The main objectives of consumer research are:

Understand consumer needs and expectations, identify market opportunities and potential, and provide a basis for product development and innovation;

Analyze consumer preferences and behavior, identify target markets and market segments, and provide a basis for market positioning and segmentation;

Evaluate consumer satisfaction and loyalty, monitor market dynamics and changes, and provide a basis for marketing and service;

Predict future trends and needs of consumers, explore market risks and challenges, and provide a basis for market strategy and planning.

Methods and techniques of consumer research

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the collection and analysis of a large number of numerical data, in an objective, scientific and statistical way, the characteristics of consumers, behavior, attitudes and other quantitative description and inference research methods. Qualitative research refers to the research method of qualitative understanding and interpretation of consumers' motivations, feelings and thoughts in a subjective, in-depth and explanatory way by collecting and analyzing a small amount of non-numerical data.

Quantitative research and qualitative research have their own advantages and limitations. In general, consumer research needs to combine the two methods to obtain more comprehensive, more accurate and more effective research results. The common methods and techniques of quantitative and qualitative research are as follows:

quantitative research

Questionnaire survey: Through the design and distribution of standardized questionnaires, the basic information, opinions, evaluations and other data of consumers are collected, and then statistical analysis and modeling are carried out to obtain the characteristics, behaviors, attitudes and other indicators of consumers.Conclusion. The advantages of questionnaire survey are wide coverage, large amount of data, reliable results, simple operation and low cost. The disadvantage of questionnaire survey is that it is difficult to understand consumers' motives, feelings, thoughts, etc., and it is also difficult to adapt to the rapid changes in the market. The techniques of questionnaire survey include: determining the research objectives and objects, designing reasonable samples and sampling methods, preparing clear, concise and effective questionnaires, selecting appropriate distribution and recycling channels, using scientific analysis and modeling methods, and writing standardized reports and recommendations.

Experimental research: through a series of stimulation and response tests on consumers under controlled or simulated conditions, collect consumer behavior, physiology, psychology and other data, and then carry out statistical analysis and inference to obtain consumer preferences, choices, decision-making and other processes and results. The advantage of experimental research is that it can control external interference factors, improve the validity of causal relationship, and observe the real reaction of consumers, and improve the credibility of data. The disadvantage of experimental research is that it is difficult to replicate the real market environment, reduce the universality of the data, and it is difficult to consider the multiple influencing factors of consumers and reduce the complexity of the data. The skills of experimental research include: determining research assumptions and variables, designing reasonable experimental protocols and groups, selecting appropriate experimental tools and equipment, ensuring repeatability and comparability of experiments, using scientific analysis and inference methods, and writing standardized reports and recommendations.

Qualitative research

In-depth interviews: Through one-on-one face-to-face or remote communication with consumers, collect consumers' opinions, feelings, thoughts and other data, and then conduct content analysis and interpretation to obtain consumers' motivation, needs, value and other internal factors. The advantage of in-depth interviews is that they can deeply understand the personality and differences of consumers, discover the potential and potential needs of consumers, and can flexibly adapt to consumer feedback and market changes. The disadvantages of in-depth interviews are narrow coverage, small data volume, difficult to quantify and promote the results, complex operation and high cost. The skills of in-depth interview include: determining the interview objectives and objects, designing open interview outlines and questions, choosing appropriate interview methods and time, establishing a good interview atmosphere and relationship, using effective listening and guidance skills, and writing standardized reports and suggestions.

Focus group: by inviting consumers to form a group of 6-12 people, a moderator will guide the group members to discuss a certain topic, collect consumers' views, feelings, thoughts and other data, and then carry out content analysis and explanation to obtain consumers' attitudes, opinions, suggestions and other external factors. The advantage of focus group is that it can stimulate the communication and interaction of consumers, obtain the diversified and rich information of consumers, observe the group and social influence of consumers, and improve the authenticity of data. The disadvantage of focus groups is that it is difficult to control the process and effect of the group, which affects the controllability of the data, and it is also difficult to quantify and promote the results of the group, which affects the comparability of the data. The skills of focus group include: determining group goals and themes, selecting suitable group members and moderators, designing interesting and useful group activities and questions, choosing suitable group places and times, establishing good group atmosphere and order, applying effective recording and summarizing skills, and writing standardized reports and suggestions.

The Case and Value of Consumer Research

Consumer research has a wide range of applications and values in various industries and fields, especially in a highly competitive and rapidly changing market environment. Consumer research can help companies grasp market opportunities, enhance market competitiveness, increase market share, and improve market efficiency. The following are some practical cases of consumer research by Champ Consulting for reference:

Industry research: Shangpu Consulting provides a leading global automobile manufacturer with industry research on the Chinese automobile market, including market size, growth rate, structure, trends, competitive landscape, consumer characteristics, needs, preferences, behavior, etc. Data and analysis provide strong support and guidance for customers to formulate strategic plans and marketing strategies for the Chinese market.

Market segmentation: Shangpu Consulting Company provides a market segmentation study of Chinese cosmetics market for an internationally renowned cosmetics brand. By using cluster analysis and other methods, it divides Chinese cosmetics consumers into four market segments: high-end luxury, fashion trend, quality assurance and price-sensitive, and describes the consumer characteristics, demands, preferences and behaviors of each market segment respectively, it provides strong support and guidance for customers to formulate targeted product development and marketing strategies.

User behavior research: Shangpu Consulting Company provides user behavior research for a leading online education platform in China. Through the use of user portrait, user journey, user experience and other methods, this paper analyzes the user's cognition, attitude, motivation, selection, decision-making, purchase, use, evaluation and other behaviors in the process of using the platform, so as to improve customer satisfaction and loyalty, It provides strong support and guidance.

Channel model research: Shangpu Consulting Company provided a European luxury group with a channel model research on the Chinese luxury market. Through the use of in-depth interviews, focus groups and other methods, it collected Chinese luxury consumers for different channels (online, Offline, cross-border, social, etc.) Views, feelings, suggestions, etc., provide customers with strong support and guidance to optimize channel layout and management.

Competitor survey: Shangpu Consulting Company provides a competitor survey of Chinese fast food market for an American fast food chain brand. Through questionnaire survey, experimental research and other methods, it collects the data of Chinese fast food consumers' cognition, evaluation, preference and choice of different brands (including customers' brands and brands of main competitors), and analyzes the competitive advantages and disadvantages for customers, they provide strong support and guidance.

Market entry research: Shangpu Consulting Company provides a Japanese electronic product manufacturer with market entry research on the Indian electronic product market. Through the use of PEST analysis, SWOT analysis, Porter's five forces analysis and other methods, it analyzes the political, economic, social, technical, legal, environmental and other factors of the Indian electronic product market, as well as market opportunities, threats, strengths, weaknesses, competitiveness and so on, it provides strong support and guidance for customers to formulate market entry strategies and programs.

Consumer research: Shangpu Consulting Company provides consumer research on the Chinese dairy product market for an Australian dairy product brand. Through the use of emotional analysis, semantic analysis, text analysis and other methods, it analyzes the Chinese dairy product consumers on social media. Comments, evaluations, emotions, topics, etc., provide customers with strong support and guidance to understand consumers' needs and expectations.

Investment decision evaluation: Shangpu Consulting Company provides an investment decision evaluation of China's new energy vehicle market for a British investment institution. Through the use of financial analysis, risk analysis, income analysis and other methods, it evaluates the investment value, risk and return of China's new energy vehicle market, and provides strong support and guidance for customers to choose appropriate investment objects and methods.

Summary and recommendations of consumer research

Consumer research is an important part of market research, an effective way for companies to understand consumer needs, preferences, behavior and satisfaction, and an important basis for formulating market strategies and marketing strategies. Consumer research needs to combine quantitative research and qualitative research methods and techniques to obtain more comprehensive, more accurate and more effective research results. Consumer research has a wide range of applications and values in various industries and fields, which can help companies grasp market opportunities, enhance market competitiveness, increase market share, and improve market efficiency. Consumer research needs to choose appropriate research tools and programs according to different research objectives and scenarios to achieve the best research results. Consumer research also needs to be constantly updated and improved to adapt to the rapid changes in the market and the diverse needs of consumers.