1. research objectives are not clear

The research goal is the starting point and guiding principle of consumer research, which determines the content, scope, method and standard of the research. If the research goal is not clear, it will lead to the direction of the research deviation, waste of resources, invalid results. For example, in order to understand the satisfaction of consumers, some enterprises design some questionnaires at will, without taking into account the specific dimensions, influencing factors and measurement methods of satisfaction, resulting in the survey data can not reflect the real feelings and needs of consumers, and can not provide useful suggestions for improvement for enterprises.

Solution: To clarify the research objectives, we need to start from the following aspects:

Determine the background and purpose of the research, analyze the significance and value of the research, and clarify the themes and issues of the research.

Determine the object and scope of the research, analyze the target group and sample size of the research, and clarify the time and place of the research.

Determine the methods and standards of research, select appropriate research techniques and tools, and clarify the indicators and evaluation of research.

Shangpu Consulting Case: Shangpu Consulting once provided consumer research services for an automobile manufacturer to help it understand consumers' cognition, attitude and behavior towards new energy vehicles. Before the survey, Shangpu Consulting conducted in-depth communication with customers, and clarified that the goal of the survey is to explore consumers' needs and preferences for new energy vehicles, analyze consumers' purchase motives and obstacles, and provide customers with new energy vehicles. Market positioning and marketing strategy recommendations. According to the research objectives, Shangpu Consulting has designed a set of scientific research programs, including: qualitative research (in-depth interviews, focus groups), quantitative research (online questionnaires), data analysis (cluster analysis, correlation analysis, regression analysis) and so on. Through research, Shangpu Consulting has provided customers with the following insights and suggestions:

Consumers have a low level of awareness of new energy vehicles, and it is necessary to strengthen publicity and education to improve consumers' awareness and trust.

Consumers' attitudes towards new energy vehicles are divided into four categories: positive recipients, rational considerations, negative resisters, and unconscious. Different types of consumers have different needs and preferences and require market segmentation and differentiated marketing.

Consumers' behavior towards new energy vehicles is affected by many factors, the most important of which are price, performance, charging and environmental protection. These factors need to be addressed to provide competitive products and services to reduce consumer barriers to purchase and improve consumer motivation to buy.

2. research methods are not appropriate

Research method is the core and key of consumer research, which determines the quality and effect of research. If the research method is not suitable, it will lead to the process of research is not smooth, the data is not reliable, the results are not accurate. For example, in order to understand the psychology and emotions of consumers, some companies simply use quantitative research methods, such as questionnaires, scores, etc., without considering that consumers' psychology and emotions are complex and changeable, and it is difficult to use numbers and Labels to measure, resulting in research data unable to capture the deep-seated feelings and needs of consumers, and unable to provide companies with in-depth consumer insights and suggestions.

Solution: To choose the appropriate research method, we need to start from the following aspects:

According to the research objectives and problems, select the appropriate type of research, such as: exploratory research, descriptive research, causal research, etc.

According to the research object and scope, select the appropriate research methods, such as: online research, offline research, mixed research, etc.

According to the research content and indicators, select the appropriate research techniques, such as: qualitative research, quantitative research, mixed research.

Shangpu Consulting Case: Shangpu Consulting once provided consumer research services for a cosmetics brand to help it understand consumers' experience and satisfaction with its products. In the research, Shangpu Consulting adopts a hybrid research method, combining qualitative and quantitative research techniques, such as: neuron mirror (neuromirror), neural network analysis (neural network analysis), emotional analysis (sentiment analysis), satisfaction score (satisfaction score), etc. Through research, Shangpu Consulting has provided customers with the following insights and suggestions:

Consumers' experience of cosmetics is not only affected by the function and quality of the product, but also by the appearance and atmosphere of the product. It is necessary to consider the overall design and packaging of the product to enhance the aesthetic and emotional value of the product.

Consumers' satisfaction with cosmetics is not only affected by the cost performance and effect of the product, but also by the safety and environmental protection of the product. It is necessary to consider the composition and source of the product to enhance the trust and social responsibility of the product.

Consumers' use habits for cosmetics are not only affected by the characteristics and functions of the product, but also by the scene and situation of the product. It is necessary to consider the applicability and flexibility of the product to improve the convenience and personalization of the product.

Inaccurate 3. survey data

Research data is the foundation and basis of consumer research, which determines the credibility and effectiveness of the research. If the research data is inaccurate, it will lead to research.ConclusionIncorrect, unreasonable recommendations, unscientific decision-making. For example, in order to understand the purchasing behavior of consumers, some enterprises collect some sales data at will, without considering the source, quality and integrity of the sales data, resulting in the research data can not reflect the real behavior and motivation of consumers, and can not provide targeted product and service optimization suggestions for enterprises.

Solution: To ensure the accuracy of research data, we need to start from the following aspects:

Identify the source and type of data, select reliable data channels and platforms, and identify the attributes and characteristics of the data.

Determine the quality and completeness of the data, check the validity and consistency of the data, and deal with missing and abnormal values of the data.

Determine the analysis and presentation of the data, apply appropriate data analysis methods and tools, and demonstrate the distribution and relationships of the data.

Shangpu Consulting Case: Shangpu Consulting has provided consumer research services for an e-commerce platform to help it understand consumers' shopping behaviors and preferences. In the research, Shangpu Consulting adopted the method of big data analysis and made use of the massive sales data provided by customers, such as order data, payment data, evaluation data, etc. Before analyzing the data, Shangpu Consulting carried out data cleaning and preprocessing to remove invalid and duplicate data, supplement missing and abnormal data, and improve the quality and integrity of the data. After analyzing the data, Champ Consulting visualized and presented the data, using charts and indicators to show the overview and trends of the data and reveal the patterns and patterns of the data. Through research, Shangpu Consulting has provided customers with the following insights and suggestions:

Consumer shopping behavior is affected by many factors, such as: time, place, channel, scene, promotion and so on. It is necessary to formulate different marketing strategies according to different factors to improve the shopping frequency and amount of consumers.

Consumer shopping preferences are divided into four categories: loyal, exploratory, impulsive, and rational. Different types of consumers have different shopping characteristics and needs, and need to carry out personalized recommend and services to improve consumer satisfaction and loyalty.

Consumer's shopping evaluation is affected by many factors, such as: product, price, logistics, after-sales, word-of-mouth and so on. It is necessary to optimize different links according to different factors to improve the shopping experience and reputation of consumers.

4. findings are not valid

Research results are the results and value of consumer research, which determines the application and impact of research. If the research results are not effective, it will lead to the purpose of the research is not achieved, resources are not used, and benefits are not apparent. For example, in order to understand the needs and opinions of consumers, some enterprises have conducted some consumer research, but they have not combined the research results with the strategy and objectives of the enterprise, nor have they corresponding the research results with the products and services of the enterprise. as a result, the research results can not provide guiding and operational suggestions for enterprises, nor can they bring improvement and promotion effects for enterprises.

Solution: To improve the effectiveness of research results, we need to start from the following aspects:

Combine the research results with the strategy and objectives of the enterprise, analyze the significance and value of the research results to the enterprise, and clarify the purpose and direction of the research results.

Corresponding the research results to the products and services of the enterprise, analyzing the advantages and disadvantages of the research results for the enterprise, and clarifying the optimization and improvement of the research results.

Connect the research results with the implementation and evaluation of the enterprise, analyze the feasibility and difficulties of the research results for the enterprise, and clarify the implementation and monitoring of the research results.

Shangpu Consulting Case: Shangpu Consulting once provided consumer research services for a restaurant chain brand to help it understand consumers' cognition and evaluation of its brand. After the research, Shangpu Consulting not only provided a detailed research report, but also provided specific research suggestions and action plans. According to the research results, Shangpu Consulting has provided customers with the following suggestions and plans:

Enhance brand awareness and reputation, by increasing brand exposure and dissemination, improve consumer awareness and trust, and enhance brand influence and attractiveness.

Improve brand differentiation and characteristics, by highlighting the core value and culture of the brand, improve consumer recognition and love, and enhance brand competitiveness and loyalty.

Enhance the innovation and adaptability of the brand, through continuous improvement of brand products and services, improve consumer satisfaction and loyalty, and enhance the vitality and sustainability of the brand.

Conclusion

Consumer research is an important means for enterprises to obtain market information, optimize products and services, and enhance brand image and competitiveness. However, there are also some common problems in consumer research, such as: unclear research objectives, inappropriate research methods, inaccurate research data, and ineffective research results. This paper analyzes the causes and effects of these four problems, and puts forward corresponding solutions. This paper also combines the consumer research cases provided by Shangpu Consulting to show how to use professional research techniques and tools to provide valuable consumer insights and suggestions for enterprises. Shangpu consulting is a professional consumer research and consulting company with rich industry experience and professional knowledge. It can provide customized consumer research services for enterprises, help enterprises solve various problems in consumer research, and improve the effect and value of consumer research.