Definition and significance of 1. consumer research

Consumer research is a market research activity that provides a basis and guidance for business decisions by collecting, analyzing and interpreting consumer-related information to understand consumer needs, preferences, behavior, satisfaction, etc. The significance of consumer research mainly has the following points:

Help enterprises to understand market demand and potential, find market opportunities and threats, and formulate reasonable market objectives and strategies;

Help companies understand consumer psychology and behavior, design and develop products and services that meet consumer needs and expectations;

Help enterprises to understand the satisfaction and loyalty of consumers, evaluate and optimize the product quality, service level, brand image, etc;

Help companies understand consumer feedback and suggestions, timely adjustment and improvement of corporate marketing activities, promotional tools, pricing strategies;

Help companies understand consumers' values and lifestyles, establish and maintain good relationships with consumers, and enhance consumer trust and recognition.

Methods of 2. Consumer Research

There are many methods of consumer research, which can be divided into quantitative and qualitative methods according to the type of data and the way of analysis. Quantitative methods refer to methods that describe and explain consumer characteristics, behaviors, and attitudes in a quantitative manner by collecting and analyzing numerical data, such as questionnaires, experiments, and neuromarketing. Qualitative methods refer to methods that collect and analyze non-numerical data to understand and explain consumers' motivations, feelings, experiences, etc. in a non-quantitative way, such as in-depth interviews, focus groups, observations, etc. Here are some common consumer research methods:

Questionnaire survey. Questionnaire is a method of obtaining consumers' information and opinions by designing and issuing a series of questions. The advantage of questionnaire survey is that it can collect a large amount of data, facilitate statistics and analysis, and is suitable for describing and comparing the basic situation and general tendency of consumers. The disadvantage of questionnaire survey is that there may be distortion and deviation of data, it is difficult to understand the intrinsic motivation and feelings of consumers, and it is necessary to pay attention to the quality control of questionnaire design, sampling, distribution and recovery.

In-depth interviews. In-depth interviews are a way to obtain detailed information and insights from consumers through one-on-one conversations with consumers. The advantage of in-depth interviews is that they can gain an in-depth understanding of consumers' needs, preferences, experiences, feelings, etc., and discover consumers' potential and hidden problems and needs, which are suitable for exploring and explaining consumers' behavior and psychology. The disadvantage of in-depth interviews is that it takes more time and cost, it is difficult to carry out quantitative and standardized analysis, and it is necessary to pay attention to the professionalism and effectiveness of the design, execution and recording of the interview.

Focus groups. A focus group is a method of obtaining consumer information and opinions by inviting a group of consumers to have a face-to-face discussion. The advantage of focus groups is that they can collect a wide range of data, stimulate consumer interaction and creativity, and are suitable for evaluating and optimizing the design and function of products and services, as well as testing and improving the effectiveness of marketing and advertising. The disadvantage of focus group is that there may be subjectivity and inconsistency of data, which makes it difficult to carry out objective and systematic analysis. It is necessary to pay attention to the balance and control of the organization, guidance and summary of focus group.

Experiment. An experiment is a method of observing and measuring consumer reactions and results by intervening or manipulating consumers under controlled or simulated conditions. The advantage of experiment is that it can obtain accurate and reliable data, verify and infer the causal relationship of consumers, and is suitable for studying and predicting the behavior and effect of consumers. The disadvantage of the experiment is that it takes more time and cost, it is difficult to replicate and promote the conditions and results of the experiment, and it is necessary to pay attention to the scientificity and rationality of the design, execution and evaluation of the experiment.

Observe. Observation is a method of obtaining consumer information and impressions by observing consumer behavior and situation directly or indirectly. The advantage of observation is that real and natural data can be obtained, the actual and implicit problems and needs of consumers can be found, and it is suitable for describing and understanding consumer behavior and experience. The disadvantage of observation is that there may be one-sidedness and misunderstanding of data, it is difficult to carry out quantitative and standardized analysis, and it is necessary to pay attention to the objectivity and effectiveness of the way of observation, recording and interpretation.

Neuromarketing. Neuromarketing is a method of obtaining consumers' information and opinions by using neuroscience techniques and theories, such as electroencephalography, functional magnetic resonance imaging, etc., to measure and analyze consumers' neural activities and physiological responses. The advantage of neuromarketing is that it can obtain data that is difficult to detect and express, reveal the subconscious and emotions of consumers, and is suitable for evaluating and optimizing the attractiveness and influence of products and services, as well as testing and improving the stimulation and feedback of marketing and advertising. The disadvantage of neuromarketing is that it takes more time and cost, it is difficult to carry out general and general analysis, and it is necessary to pay attention to the ethics and legitimacy of the design, implementation and interpretation of neuromarketing.

Tips for 3. Consumer Research

Consumer research skills are the following:

Clear research purposes and objects. Before conducting consumer research, it is necessary to clarify the purpose and object of the research, that is, what questions to answer and which consumers to understand. This helps to select the appropriate research methods and tools, as well as to determine the scope and depth of the research.

Design appropriate research programs and tools. According to the purpose and object of the research, it is necessary to design the appropriate research scheme and tools, that is, what methods to use and what tools to use. This helps to collect valid and useful data, as well as to ensure the quality and efficiency of the research.

Select reasonable samples and channels. According to the research plan and tools, it is necessary to choose reasonable samples and channels, that is, how many consumers to investigate and what channels to go through. This can help obtain representative and reliable data, as well as improve survey coverage and response rates.

Ensure the quality and security of data. In the process of collecting and processing data, it is necessary to ensure the quality and security of the data, that is, to ensure the accuracy, integrity, consistency and timeliness of the data, and to abide by the confidentiality, legality and morality of the data. This can help avoid data distortion and bias, as well as prevent data leakage and misuse.

Effective data analysis and presentation. In the process of analyzing and presenting data, effective data analysis and presentation is required, that is, the use of appropriate data analysis methods and techniques, and the use of clear data presentation methods and tools. This can help extract and present key information and insights from the data, as well as enhance the readability and visualization of the data.

Propose valuable researchConclusionand recommendations. After completing the analysis and presentation of the data, valuable research needs to be proposed.Conclusionand recommendations, I .e., to summarize and summarize the main findings and implications of the data, and to propose and recommend practical applications and improvements to the data. This can help communicate and leverage the value and meaning of the data, as well as facilitate decision-making and action with the data.

The Case of 4. Consumer Research

There are many cases of consumer research, and this paper selects the cases of three clients served by Shangpu Consulting for a simple analysis, namely:

A user study on the development of smart air purifiers for a home appliance brand. The appliance brand wants to develop a smart air purifier to meet consumer demand for air quality and health. Champ Consulting conducted user research for the brand, including the following steps:

Through questionnaires and in-depth interviews, to understand consumers' use, needs, preferences and expectations of air purifiers;

Through experiments and observations, test consumers' reactions and evaluations to different types and functions of air purifiers;

Through neuromarketing, the neural activity and physiological response of consumers to smart air purifiers are measured to reveal consumers' subconscious and emotions;

Through data analysis and presentation, user research is proposed.Conclusionand suggestions, including the target users, core functions, design points, market potential, etc.

A user study of user experience design for an internet company. The Internet company wants to improve the user experience design of its websites and applications to increase user satisfaction and loyalty. Champ Consulting conducted user research for the company, including the following steps:

Through questionnaires and in-depth interviews, to understand the user's use of the website and application, experience, feelings, suggestions, etc;

Evaluate user feedback and comments on the current design and functionality of the website and app through focus groups and observation;

Test user responses and results to improved design and functionality of websites and apps through experimentation and neuromarketing to validate and optimize user experience design;

Through data analysis and presentation, user research is proposed.Conclusionand recommendations, including the strengths and weaknesses of the website and application, directions and methods for improvement, user experience metrics and goals, etc.

Conduct investor research for a fintech company. The fintech company wants to understand the needs and preferences of its potential and existing investors in order to develop effective financing and investment strategies. Champu Consulting conducted investor research for the company, including the following steps:

Through questionnaires and in-depth interviews, to understand the basic situation of investors, investment objectives, investment style, investment preferences, etc;

Evaluate investors' perceptions, trust, expectations, and satisfaction with the company through focus groups and experiments;

Through neuromarketing, the neural activity and physiological reactions of investors to the company's products and services are measured to reveal the subconscious and emotions of investors;

Through data analysis and presentation, investor research is presented.Conclusionand recommendations, including investor characteristics and classifications, needs and issues, opportunities and threats, strategies and options, etc.