Consumer research refers to the collection and analysis of consumer information in various ways to understand consumer needs, preferences, behavior and satisfaction, so as to provide the basis and guidance for the market decision-making of enterprises. Consumer research is an important part of market research, which can help enterprises identify market opportunities and risks, formulate effective marketing strategies and marketing programs, enhance the competitiveness and value of products and services, enhance communication and interaction with consumers, improve consumer loyalty and satisfaction, so as to achieve sustainable development of enterprises.

The basic process and method of consumer research.

The basic process of consumer research generally includes the following steps:

1. Determine the purpose and scope of the research. According to the market objectives and problems of the enterprise, clarify the purpose and scope of the research, such as the object, content, time and place of the research.

2. Design research programs and tools. According to the purpose and scope of the research, select the appropriate research methods and techniques, such as questionnaires, in-depth interviews, focus groups, observation methods, experimental methods, etc., as well as the corresponding research tools, such as questionnaires, interview guides, discussion guides, observation tables, experimental design, etc.

3. Conduct research and collect data. According to the research plan and tools, through online or offline methods, questionnaires, interviews, discussions, observations, experiments, etc. are distributed to target consumers to collect consumer information and data.

4. Analyze data and write reports. According to the collected data, using statistical analysis, text analysis, content analysis, causal analysis and other methods, the data are collated, summarized, analyzed and interpreted, and the research is obtained.Conclusionand recommendations, and write research reports, including research background, purpose, methods, process, results, analysis, recommendations and other content.

5. Submit reports and feedback. Submit the research report to the company or customer, listen to their opinions and feedback, and modify and improve as needed to ensure the quality and effectiveness of the research report.

The Case and Enlightenment of Consumer Research

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting provides industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, ipo market segmentation research, fund-raising project feasibility study, business financing plan and other segmentation consulting services. Shangpu Consulting Co., Ltd. has rich professional experience and customer resources in the field of consumer research. It has provided professional market research and related consulting services to more than 5000 customers. Its service customers cover many industries. Now it has become the most influential domestic leading brand in China's market research, and has won the "China Market Survey Customer Satisfaction Best Brand Award", and has the "the People's Republic of China Foreign Survey License" issued by the National Bureau of Statistics of China ".

The following are the specific cases and implications of consumer research conducted by Shangpu Consulting in different industries and scenarios:

Case 1: Conduct consumer research for an internationally renowned sports brand to understand Chinese consumers' perceptions, preferences and choices of sports brands, as well as their expectations and suggestions for sports brands, and provide references for brand marketing strategies and marketing plans.

Methods: Questionnaires and in-depth interviews were used to collect data from 1000 target consumers online and offline, respectively.

Survey results: The survey results show that Chinese consumers' choice of sports brands is mainly affected by the following factors: brand awareness, product quality, product design, product price, product function, brand image, brand reputation, brand spokesperson, brand activities, etc. Among them, brand awareness, product quality and product design are the three most important factors for consumers, while product price, product function and brand image are the important basis for consumers to compare and choose between different brands. The survey results also show that Chinese consumers' expectations and suggestions for sports brands are mainly as follows: improve product innovation and personalization to meet consumers' diversified and personalized needs; strengthen brand social responsibility and environmental awareness, enhance brand credibility and goodwill; strengthen brand localization and interactivity, increase brand affinity and loyalty; strengthen brand digitization and intelligence, and enhance brand convenience and experience.

Research enlightenment: The research enlightenment has the following points: First, sports brands should pay attention to enhancing brand awareness, increasing brand exposure and influence, and letting more consumers understand and understand the brand through various channels and methods; second, sports Brands should pay attention to improving product quality, ensuring product durability and comfort, and through strict quality control and testing, let consumers trust and satisfy products; third, sports brands should pay attention to improving product design, increasing the aesthetics and fashion of products, and make consumers like and appreciate products through continuous innovation and improvement; fourth, sports brands should pay attention to improving product prices, reasonable pricing and promotion, and make consumers feel that products are worth money and cost-effective through flexible price strategies and preferential activities; fifth, sports brands should pay attention to improving product functions, increase the versatility and applicability of products, and let consumers feel the convenience and practicability of products through the application and integration of science and technology; sixth, sports brands should pay attention to improving brand image, shaping brand characteristics and style, and let consumers recognize and respect the brand through brand positioning and communication; seventh, sports brands should pay attention to improving brand reputation, increasing brand reputation and prestige, and through brand quality and service, let consumers recommend and praise the brand; eighth, sports brands should pay attention to improving brand spokesmen, choose spokesmen who match the brand's image and values, and let consumers pay attention to and love the brand through the influence and attractiveness of the spokesmen; ninth, sports brands should pay attention to promoting brand activities, holding brand activities and sponsorship, and allowing consumers to participate in and enjoy the brand through the content and effect of the activities.

Case 2: Conduct consumer research for a leading domestic e-commerce platform to understand Chinese consumers' usage habits and satisfaction with the e-commerce platform, as well as their expectations and suggestions for the e-commerce platform, so as to provide a basis for the optimization and improvement of the platform.

Methods: Questionnaires and focus groups were used to collect data from 2000 target consumers online and offline, respectively.

Survey results: The survey results show that Chinese consumers' usage habits and satisfaction with e-commerce platforms are mainly affected by the following factors: platform category, price, quality, logistics, service, safety, reputation, activities, social networking, etc. Among them, the category, price and quality of the platform are the three factors that consumers are most concerned about, while the logistics, service and safety of the platform are the three factors that consumers are most satisfied. The survey results also show that Chinese consumers' expectations and suggestions for e-commerce platforms are mainly as follows: increase the categories and brands of the platform to meet the diversified and high-end needs of consumers; reduce the price and freight of the platform to meet the needs of consumers for economization and convenience; improve the quality and after-sales of the platform to meet the needs of consumers for safety and security; optimize the logistics and services of the platform, meet the needs of consumers for rapidity and humanization; strengthen the safety and reputation of the platform to meet the needs of consumers for trust and reassurance; enrich the activities and social activities of the platform to meet the needs of consumers for fun and interaction.

Research enlightenment: the research enlightenment has the following points: first, the e-commerce platform should pay attention to improving the category of the platform, increase the types and quantity of goods and services on the platform, and expand the coverage and depth of the platform. let more consumers find the goods and services they want; second, the e-commerce platform should pay attention to raising the price of the platform and reduce the price and freight of the goods and services of the platform, by providing platform concessions and subsidies, more consumers feel that the platform's goods and services are cheap and cost-effective; third, e-commerce platforms should focus on improving the quality of the platform and improving the quality and standards of the platform's goods and services. Strengthen the quality inspection and supervision of the platform, so that more consumers trust and satisfy the platform's goods and services; fourth, the e-commerce platform should focus on improving the platform's logistics, optimize the distribution and installation of the platform's goods and services, and by improving the speed and efficiency of the platform, let more consumers feel the convenience and timeliness of the platform's goods and services; fifth, the e-commerce platform should focus on improving the platform's services and improving the platform The pre-sales and after-sales of goods and services, by providing platform consultation and guarantee, let more consumers enjoy the intimate and thoughtful goods and services of the platform; sixth, the e-commerce platform should pay attention to improving the security of the platform, strengthen the security and confidentiality of the goods and services of the platform, and make more consumers feel at ease and at ease with the goods and services of the platform by adopting the technology and measures of the platform; seventh, the e-commerce platform should pay attention to improving the reputation of the platform, increase the reputation and evaluation of the platform's goods and services, and let more consumers recognize and recommend the platform's goods and services by displaying the platform's certificates and word-of-mouth; eighth, the e-commerce platform should focus on improving the platform's activities and holding the platform's goods And service activities and promotions, by providing platform discounts and rewards, let more consumers participate in and enjoy the platform's goods and services; ninth, e-commerce platforms should focus on improving the social networking of the platform, increasing the social networking and sharing of the platform's goods and services, and allowing more consumers to communicate and communicate the platform's goods and services by providing platform comments and interactions.

Case 3: Conduct consumer research for a well-known domestic education and training institution to understand Chinese consumers' selection and evaluation of education and training institutions, as well as their expectations and suggestions for education and training institutions, and provide guidance for the development and improvement of the institution.

Research method: Using in-depth interviews and observation methods, data were collected from 500 target consumers online and offline.

Survey results: The survey results show that Chinese consumers' choice and evaluation of education and training institutions are mainly affected by the following factors: the institution's teachers, courses, effects, environment, services, prices, word-of-mouth, activities, communities, etc. Among them, the teachers, courses and effects of the institution are the three factors that consumers value most, while the environment, service and price of the institution are the three factors that consumers are most satisfied. The survey results also show that Chinese consumers' expectations and suggestions for education and training institutions are mainly as follows: improve the level of teachers in institutions, recruit and train more professional and excellent teachers, through teachers' knowledge and skills, let consumers learn more knowledge and skills; optimize the curriculum of institutions, design and update more suitable and useful courses, through the content and form of courses, let consumers learn better and more interesting; improve the teaching effect of the organization, evaluate and track the learning progress and results of consumers, and make consumers learn and use them through teaching methods and feedback; improve the teaching environment of the organization, provide more comfortable and convenient teaching facilities, and make consumers learn more comfortably and happily through the teaching place and atmosphere; improve the service system of the organization, provide more high-quality and professional services, through the attitude and quality of service, so that consumers can learn more at ease and more satisfied; reasonable pricing of the charging standards of institutions, provide more reasonable and affordable charging schemes, through the transparency and fairness of charging, so that consumers can learn more worthwhile and worry-free; improve the reputation and influence of institutions, and increase the evaluation and recommend of institutions, through word-of-mouth communication and publicity, let more consumers understand and choose institutions; enrich the activities and communities of institutions, hold more interesting and beneficial activities and communities, and let more consumers learn more interesting and more sense of belonging through the participation of activities and community exchanges.