Consumer research refers to the use of scientific methods and techniques to collect, analyze and interpret consumer information for a specific market or product to help companies understand consumer needs, preferences, behaviors, motivations, etc., so as to provide a basis for companies to formulate market strategies. Consumer research is an important part of market research, and it is also an essential step before enterprises carry out marketing activities. There are many categories and types of consumer research, which can be selected according to different purposes and scenarios. Here are four common consumer research classifications:

1. classified according to the research object

According to the different research objects, consumer research can be divided into the following types:

Potential consumer research: A survey of people who have not yet purchased or used a product or service, but are likely to purchase or use it in the future. The main purpose of potential consumer research is to understand the number, characteristics, needs, expectations, etc. of potential consumers, so that enterprises can develop appropriate market development strategies. Potential consumer research usually uses questionnaires, in-depth interviews, focus groups and other methods to collect basic information, purchase intention, purchase motivation, purchase barriers and other data of potential consumers. For example, Champ Consulting once conducted a potential consumer survey for an automobile manufacturer. Through a sample survey of potential consumers in the target market, we learned about their five stages of cognition, interest, desire, action and sharing of new cars. Attitudes and behaviors, thus, it provides automobile manufacturers with suggestions on market segmentation, product positioning, brand management, pricing strategy, new product development, channel construction, advertising, promotional activities, sales forecast, etc.

Existing consumer research: A survey of people who have purchased or used a product or service. The main purpose of existing consumer research is to understand the satisfaction, loyalty, repeat purchase rate, word-of-mouth communication, etc. of existing consumers, so that enterprises can formulate corresponding market maintenance strategies. Existing consumer surveys usually use questionnaires, telephone interviews, online surveys, customer satisfaction indices and other methods to collect basic information, purchases and usage, satisfactory and unsatisfactory aspects, improvements and suggestions of existing consumers. For example, Shangpu Consulting once conducted a survey of existing consumers for a restaurant chain. Through a random sampling survey of existing consumers in the target market, we learned their evaluation and feedback on the overall satisfaction of the restaurant chain, the quality of various services, the taste of various dishes, the reasonableness of prices, environmental hygiene, service attitude and so on, thus for the restaurant chain to provide product improvement, service promotion, price adjustment, promotional activities, word-of-mouth marketing and other aspects of the proposal.

Competitor consumer research: A survey of people who have purchased or used a competitor's product or service. The main purpose of competitor consumer research is to understand the strengths and weaknesses of competitors, competitive strategies and effects, market share and influence, etc., so that enterprises can formulate corresponding market competition strategies. Competitor consumer research usually uses questionnaires, mystery customers, network monitoring, industry reports and other methods to collect basic information about competitor consumers, purchases and usage, aspects of satisfaction and dissatisfaction, and reasons for conversion and loss. For example, Shangpu Consulting once conducted a competitor consumer survey for an e-commerce platform, and through an online survey of competitor consumers in the target market, we learned about their cognition, use, satisfaction, loyalty, recommend and other aspects of the competitor's e-commerce platform, thus providing suggestions on market positioning, product optimization, service improvement, marketing strategy, brand building and so on for the e-commerce platform.

2. classified according to research purpose

Depending on the purpose of the survey, consumer research can be divided into the following types:

Market demand research: refers to the research on the existence or potential consumer demand in the market. The main purpose of market demand research is to understand the scale, structure, characteristics, trends and changes of the market, so that enterprises can formulate corresponding market development strategies. Market demand research usually uses questionnaires, in-depth interviews, focus groups, experimental methods and other methods to collect data on consumer demand, demand types, demand levels, demand drivers, and demand differences in the market. For example, Shangpu Consulting conducted a market demand survey for a home appliance company, and through a sample survey of consumers in the target market, we learned about their demand for home appliances, demand types, demand levels, demand drivers, demand differences, demand differences and other data. For example, Shangpu Consulting once conducted a market demand survey for a home appliance company. Through a sample survey of consumers in the target market, it learned about their demand for home appliances, demand types, demand levels, demand drivers, demand differences, etc. This provides home appliance companies with suggestions on market segmentation, product positioning, product innovation, price strategy, channel selection, and promotional activities.

Market satisfaction research: refers to the market consumer satisfaction with a product or service conducted research. The main purpose of market satisfaction research is to understand the satisfaction and dissatisfaction of consumers in the market, the influencing factors of satisfaction, and the improvement measures of satisfaction, so that enterprises can formulate corresponding market maintenance strategies. Market satisfaction research usually uses questionnaire survey, telephone interview, online survey, customer satisfaction index and other methods to collect data on consumer satisfaction score, satisfaction composition, satisfaction influencing factors, satisfaction improvement suggestions and so on. For example, Shangpu Consulting once conducted a market satisfaction survey for a mobile phone manufacturer. Through an online survey of consumers in the target market, it learned about their overall satisfaction with the mobile phone manufacturer, satisfaction with various functions, and satisfaction with various services., Evaluation and feedback on various brand satisfaction, so as to provide mobile phone manufacturers with suggestions on product improvement, service improvement, brand management, and loyalty improvement.

Market opportunity research: refers to the research on the existence or potential consumer opportunities in the market. The main purpose of market opportunity research is to understand the unmet needs, emerging needs, and potential needs of consumers in the market, so that companies can develop appropriate market innovation strategies. Market opportunity research usually uses in-depth interviews, focus groups, experimental methods, observation methods and other methods to collect data on consumer demand gaps, demand changes, and demand forecasts in the market. For example, Shangpu Consulting once conducted a market opportunity survey for a cosmetics company. Through in-depth interviews with consumers in the target market, they learned about their cosmetics usage habits, usage problems, usage needs, and usage expectations, so as to provide cosmetics The company provides suggestions on new product development, product innovation, market expansion, and competitive advantage.

Market response research: refers to the research on the response of consumers to a product or service in the market. The main purpose of market response research is to understand the cognition, attitude, behavior and loyalty of consumers in the market, so that enterprises can formulate corresponding market evaluation strategies. Market response research usually uses questionnaires, telephone interviews, online surveys, sales data analysis and other methods to collect consumer awareness, cognitive content, attitude measurement, attitude content, behavior measurement, behavior content, loyalty measurement, loyalty content and other data in the market. For example, Shangpu Consulting once conducted a market response survey for a tourism company. Through an online survey of consumers in the target market, it learned about their cognition, attitude, behavior, and loyalty to tourism companies. Enterprises provide suggestions on market effects, market influence, market improvement, and market strategies.

3. classified according to research methods

According to the different research methods, consumer research can be divided into the following types:

Quantitative research: refers to the use of mathematical and statistical methods to quantify the measurement and analysis of consumer information. The main purpose of quantitative research is to understand the number, proportion, distribution and relationship of consumers so that enterprises can make corresponding market decisions. Quantitative research usually uses questionnaires, telephone interviews, online surveys, experimental methods and other methods to collect quantitative data of consumers, such as age, gender, income, education, purchase frequency, purchase amount, satisfaction score and so on. The advantages of quantitative research are that the data are objective, credible, comparable and generalizable, while the disadvantages are that the data are superficial, single, rigid and not in-depth.

Qualitative research: refers to the use of psychological and sociological methods, consumer information for non-quantitative description and interpretation of research. The main purpose of qualitative research is to understand consumers' motives, attitudes, feelings, opinions, etc., so that enterprises can formulate corresponding market strategies. Qualitative research usually uses in-depth interviews, focus groups, observations, case studies, and other methods to collect non-quantitative data about consumers, such as needs, preferences, feelings, ideas, and suggestions. The advantages of qualitative research are that the data are rich, diverse, flexible and in-depth, while the disadvantages are that the data are subjective, vague, difficult to compare and difficult to popularize.

Mixed research: refers to the use of quantitative research and qualitative research methods at the same time, the consumer information for comprehensive analysis and evaluation of research. The main purpose of hybrid research is to combine the quantity and quality of consumers so that enterprises can formulate corresponding market plans. Hybrid research usually uses a combination of methods, such as in-depth interviews with questionnaires, telephone interviews, focus groups, and online surveys and observations, to collect quantitative and non-quantitative data on consumers, such as buying behavior and motivation, satisfaction ratings and reasons for satisfaction, loyalty indices, and loyalty factors. The advantage of hybrid research is that the data is comprehensive, accurate, effective and complementary, but the disadvantage is that the data is complex, time-consuming, laborious and difficult to operate.

4. classified according to the research content

According to the different research content, consumer research can be divided into the following types:

Consumer demand research: refers to the research on consumer demand for a product or service. The main purpose of consumer demand research is to understand consumer demand, demand type, demand level, demand motivation, demand difference, etc., so that enterprises can formulate corresponding product strategies. Consumer demand research usually uses questionnaires, in-depth interviews, focus groups, experimental methods and other methods to collect consumer demand data, such as purchase intention, purchase motivation, purchase barriers, purchase preferences, purchase demand and so on. The advantage of consumer demand research is that it can help companies understand the potential and opportunities of the market. The disadvantage is that demand data may be subjectively affected by consumers and may not necessarily reflect real demand.

Consumer satisfaction survey: refers to a survey of consumer satisfaction with a product or service. The main purpose of consumer satisfaction survey is to understand the aspects of consumer satisfaction and dissatisfaction, the influencing factors of satisfaction, and the improvement measures of satisfaction, so that enterprises can formulate corresponding service strategies. Consumer satisfaction surveys usually use questionnaires, telephone interviews, online surveys, customer satisfaction indices and other methods to collect consumer satisfaction data, such as satisfaction ratings, satisfaction components, satisfaction factors, satisfaction improvement recommendations. The advantage of consumer satisfaction survey is that it can help enterprises to improve customer loyalty and word-of-mouth, but the disadvantage is that satisfaction data may be affected by consumers' emotions and environment, and may not reflect the real satisfaction.

Consumer behavior research: refers to the consumer purchase and use of a product or service behavior research. The main purpose of consumer behavior research is to understand the purchase and use process, purchase and use patterns, purchase and use factors, etc., so that enterprises can develop appropriate marketing strategies. Consumer behavior research usually uses questionnaires, telephone interviews, online surveys, experimental methods, observation methods and other methods to collect consumer behavior data, such as purchase frequency, purchase amount, purchase channel, purchase time, purchase occasion, frequency of use, use mode, use effect and so on. The advantage of consumer behavior research is that it can help companies understand the actual needs and preferences of consumers, but the disadvantage is that behavioral data may be randomly and accidentally influenced by consumers and may not necessarily reflect real behavior.

Consumer psychological research: refers to the psychological process and psychological state of consumers to buy and use a product or service. The main purpose of consumer psychology research is to understand consumers' cognition, attitude, emotion, motivation, values, etc., so that enterprises can formulate corresponding brand strategies. Consumer psychological research usually uses in-depth interviews, focus groups, experimental methods, observation methods and other methods to collect consumer psychological data, such as cognitive content, cognitive structure, cognitive change, attitude content, attitude structure, attitude change, emotional content, emotional structure, emotional change, motivation content, motivation structure, motivation change, value content, value structure, value change, etc. The advantage of consumer psychological research is that it can help companies understand the deep needs and preferences of consumers. The disadvantage is that psychological data may be affected by consumer concealment and misleading, and may not necessarily reflect the true psychology.