Definition and Importance of 1. Consumer Research

Consumer research refers to the process by which companies collect, analyze and interpret consumer information to understand consumer needs, preferences, motivations, attitudes, satisfaction, etc., so as to provide a basis for corporate decision-making. Consumer research is the basis for marketing and helps companies:

Identify and classify the target market and target consumers;

Understand the purchase behavior and consumption process of consumers;

Discovering and meeting the potential needs and expectations of consumers;

Evaluate and optimize product, price, channel and promotion strategies;

Monitor and evaluate market competition and marketing effectiveness;

Anticipate and respond to market changes and consumer trends.

Purpose and classification of 2. consumer research

The purpose of consumer research refers to the main objectives and expected results of consumer research conducted by enterprises. Different purposes determine the content, methods, techniques and data analysis of consumer research. Depending on the purpose, consumer research can be divided into the following four categories:

Descriptive consumer research: The purpose of descriptive consumer research is to describe the basic characteristics, behaviors and attitudes of consumers, as well as the size, structure and trends of the market. Descriptive consumer research usually uses quantitative methods and techniques, such as questionnaires, observations, experiments, etc., to obtain large amounts of data, and statistical analysis and summary. Descriptive consumer research is suitable for the market and consumer situation is relatively stable and clear, can help enterprises understand the current situation of the market and the basic situation of consumers, and provide basic data for enterprise decision-making.

Explanatory consumer research: The purpose of explanatory consumer research is to explain the reasons, motivations, influencing factors, etc. behind consumer behavior and attitudes, as well as the relationship and role between the market and consumers. Explanatory consumer research usually uses qualitative methods and techniques, such as interviews, focus groups, case studies, etc., to obtain in-depth data and conduct logical analysis and interpretation. Explanatory consumer research is applicable to the complex and vague situation of the market and consumers, which can help enterprises understand the internal mechanism of the market and the psychological process of consumers, and provide a deep understanding of the decision-making of enterprises.

Predictive consumer research: The purpose of predictive consumer research is to predict changes and developments in consumer behavior and attitudes, as well as market changes and trends. Predictive consumer research usually uses a combination of quantitative and qualitative methods and techniques, such as trend analysis, scenario analysis, simulation, etc., to obtain dynamic data and make predictive analysis and inferences. Predictive consumer research is applicable to the comparative changes and uncertainties of the market and consumers, which can help enterprises understand the future development of the market and the potential needs of consumers, and provide forward-looking guidance for enterprises' decision-making.

Exploratory consumer research: The purpose of exploratory consumer research is to explore new characteristics, new models, new problems, etc. of consumer behavior and attitudes, as well as new opportunities and challenges in the market. Exploratory consumer research usually uses innovative methods and techniques, such as insight, association, metaphor, etc., to obtain creative data and conduct heuristic analysis and innovation. Exploratory consumer research is suitable for new and unknown situations of the market and consumers. It can help enterprises understand the new changes of the market and the new needs of consumers, and provide innovative inspiration for the decision-making of enterprises.

3. the advantages and disadvantages of consumer research methods and techniques

The methods and techniques of consumer research refer to the specific ways and means by which companies conduct consumer research. Different methods and technologies have their own advantages and disadvantages. Enterprises should choose appropriate methods and technologies according to the purpose, content, scope, time, cost and other factors of consumer research to improve the efficiency and effect of consumer research. The following is a brief introduction to the advantages and disadvantages of common methods and techniques of consumer research:

Method/Technical Advantages Disadvantages

The questionnaire survey has a large amount of data, wide coverage, low cost, simple operation, easy analysis, data quality is affected by questionnaire design, sampling method, recovery rate and other factors, the data depth is insufficient, it is difficult to reflect the real thoughts and feelings of consumers.

The interview data is of high quality, can obtain detailed information and deep-seated motivation and attitude of consumers, and can find and solve problems in time. The amount of data is small, the coverage is narrow, the cost is high, the operation is complex, the analysis is difficult, the data reliability and representative interviewee selection, interview skills and other factors

Observation data is intuitive, can directly observe the behavior and environment of consumers, can find the potential needs of consumers and problem data one-sided, difficult to observe the intrinsic motivation and attitude of consumers, data collection and analysis by observers, observers, observation conditions and other factors, data is difficult to quantify and summarize.

The experimental method has accurate data, can control and eliminate interference factors, and can test and verify hypotheses and causal relationships.

Method/Technical Advantages Disadvantages

Experimental data is accurate, can control and eliminate interference factors, can test and verify assumptions and causal relationship data are affected by experimental design, experimental conditions, experimental subjects and other factors, data universality and applicability are limited, data collection and analysis require professional technology and equipment.

Focus group data is rich, can obtain the diverse views and feelings of consumers, can stimulate the creativity and participation of consumers Data is affected by group members, group leaders, group atmosphere and other factors, data is difficult to control and record, data analysis requires professional technology and experience.

Case analysis data is real, can obtain the specific behavior and situation of consumers, can provide consumer success and failure experience data by case selection, case description, case comparison and other factors, data is difficult to summarize and promote, data analysis requires professional technology and judgment.

Trend analysis data dynamics, can obtain the laws and directions of consumer changes and development, can provide consumers with the future needs and expectations of data by data sources, data processing, data interpretation and other factors, data is difficult to predict and accurate, data analysis requires professional technology and theory.

Scenario analysis data diversity, can obtain different possible behaviors and results of consumers, can provide consumers with different choices and decision-making data by scenario setting, scenario simulation, scenario evaluation and other factors, data is difficult to achieve and verify, data analysis requires professional technology and models.

Simulation data simulation, can obtain the consumer's approximate behavior and reaction, can provide the consumer's simulation experience and feedback data by the simulation method, simulation conditions, simulation effect and other factors, data is difficult to simulate and consistent, data analysis requires professional technology and software.

Insight data is profound, can obtain the implicit needs and problems of consumers, can provide consumers with deep motivation and attitude data by the source of insight, insight method, insight quality and other factors, data is difficult to obtain and verify, data analysis requires professional technology and insight.

The innovation of associative data can obtain consumers' novel ideas and feelings, and can provide consumers' creative needs and expectations. Data is affected by factors such as associative objects, associative methods, and associative effects. Data is difficult to associate and realize, and data analysis requires professional technology and imagination.

Metaphorical data metaphor, can obtain the implicit needs and problems of consumers, can provide consumers with metaphorical motivation and attitude data by metaphorical object, metaphorical way, metaphorical effect and other factors, data is difficult to metaphor and understanding, data analysis requires professional technology and interpretation.

Case Analysis of 4. Consumer Research

Shangpu Consulting Company is a professional consumer research and market consulting company, providing customers with a full range of consumer research services, including consumer research purpose setting, method selection, technology application, data collection, data analysis, data presentation, etc. The following are some examples of consumer research provided by Champ Consulting for clients:

Case 1: An automaker wants to understand consumer demand, preferences, and satisfaction with a new electric vehicle, as well as perceptions and evaluations of its brand image. Champs Consulting has designed a descriptive consumer research program for it, including:

Through questionnaire survey, collect basic information of consumers, such as age, gender, income, education, etc., as well as purchase intention, purchase frequency, purchase channels, purchase amount, etc., to describe the basic characteristics and behavior of consumers;

Through observation, observe consumers' reactions and behaviors to electric vehicles in auto exhibitions, auto sales shops, auto repair shops and other places to describe consumers' actual behaviors and environment;

Through the experimental method, consumers are divided into two groups, one group watches the advertisement of electric vehicles, the other group does not watch, and then compare the demand, preference and satisfaction of the two groups of consumers for electric vehicles, as well as the cognition and evaluation of brand image, in order to describe the attitude and influencing factors of consumers.

Through statistical analysis, descriptive statistics, cross analysis, correlation analysis, regression analysis, etc. are carried out on the collected data to summarize the needs, preferences and satisfaction of consumers, as well as the laws and trends of brand image cognition and evaluation.

Case 2: A cosmetics company wants to know consumers' experience and feedback on the use of a new skin care product, as well as their understanding and evaluation of the function and effect of its product. Champs Consulting has designed a set of explanatory consumer research programs for it, including:

Through interviews, consumers are invited to try out the newly launched skin care products, and then conduct in-depth interviews to understand consumers' feelings, process and problems about the use of skin care products, as well as their understanding and evaluation of product functions and effects, so as to explain the reasons and motives for consumers' experience and feedback;

Through focus groups, organize consumers to conduct group discussions, let consumers share and exchange their experience and feedback on skin care products, as well as their understanding and evaluation of product functions and effects, so as to explain the influencing factors and functions of consumers' experience and feedback;

Through case analysis, several typical consumers are selected as cases, and their experience and feedback on skin care products are described and analyzed in detail, as well as their understanding and evaluation of product functions and effects, so as to explain the characteristics and differences of consumers' experience and feedback.

Through logical analysis, the collected data are classified, compared, summarized, and explained to summarize the consumer's experience and feedback on the use of skin care products, as well as the internal mechanism and psychological process of understanding and evaluation of product functions and effects.

Case 3: A catering company wants to understand consumer needs and expectations for a new healthy food product, as well as its market potential and competitive advantage. Champ Consulting has designed a predictive consumer research program for it, including:

Through trend analysis, collect and collate historical data and existing data on consumer demands and expectations for healthy food, as well as historical data and existing data on the size and structure of the market, to analyze the laws and directions of changes and developments of consumers and the market, to predict future demands and expectations of consumers and the market, and the potential and trends of the market;

Through scenario analysis, set and simulate different possible scenarios of consumers' demands and expectations for healthy food, such as high demand and low expectation, high demand and high expectation, low demand and low expectation, low demand and high expectation, and different possible scenarios of market scale and structure, such as high potential and high competition, high potential and low competition, low potential and high competition, low potential and low competition, etc, to evaluate different possible actions and outcomes of consumers and markets, as well as market opportunities and challenges;

Through the simulation method, the use of professional software and equipment to simulate the consumer demand for healthy food and the expected response and behavior, as well as the market size and structure of the response and changes, to test and verify the accuracy and reliability of consumer and market prediction and evaluation, to provide consumers and market simulation experience and feedback.

Through predictive analysis, predictive statistics, trend analysis, scenario analysis, simulation analysis, etc. are carried out on the collected data to summarize consumers' demand and expectation for healthy food, as well as the prediction and evaluation of market potential and competitive advantage, so as to provide guidance and suggestions for the future development and change of consumers and the market.

Case 4: A clothing company wants to understand consumers' demand and creativity for its newly launched personalized and customized clothing, as well as their understanding and evaluation of product innovation and differentiation. Champu Consulting has designed a set of exploratory consumer research programs for it, including:

Through the insight method, collect and analyze consumers' implicit needs and problems for clothing, such as the individualization, comfort, functionality, and environmental protection of clothing, as well as their implicit motives and attitudes, such as their emotions, values, and beliefs, to explore consumers' deep needs and expectations for clothing, as well as their deep motives and attitudes towards clothing;

Through the association method, stimulate and guide consumers' novel ideas and feelings about clothing, such as through association with other objects, scenes, characters, etc., let consumers express their new needs and ideas for clothing, as well as new understanding and evaluation of clothing, so as to explore consumers' needs and ideas for clothing innovation, as well as their understanding and evaluation of clothing innovation;

Through the metaphorical method, the use and use of consumers' metaphorical needs and creativity of clothing, such as by comparing clothing to other items, scenes, characters, etc., let consumers show their metaphorical needs and creativity of clothing, as well as the metaphorical understanding and evaluation of clothing, in order to explore consumers' metaphorical needs and creativity of clothing, as well as metaphorical understanding and evaluation of clothing.

Through heuristic analysis, the collected data are classified, compared, summarized and innovated, so as to summarize the deep-seated needs and expectations of consumers for clothing, as well as the deep-seated motivation and attitude towards clothing, as well as the demand and creativity of consumers for clothing innovation, as well as the understanding and evaluation of clothing innovation, so as to provide consumers with inspiration and suggestions for clothing innovation.

Conclusion

Consumer research is an important means for enterprises to understand market demand, analyze consumer behavior and formulate marketing strategies. The purpose of consumer research can be divided into four categories: descriptive, explanatory, predictive and exploratory. Different research methods and techniques are required for different purposes to obtain valid and reliable data. Enterprises should choose appropriate methods and technologies according to the purpose, content, scope, time, cost and other factors of consumer research to improve the efficiency and effectiveness of consumer research. Shangpu Consulting provides customers with a variety of consumer research services, demonstrating the practical application and value of consumer research.