1. determine the purpose and audience of the report

The purpose of consumer research report is to answer the questions that enterprises encounter in marketing, for example, what are consumers' needs, preferences, behaviors, satisfaction, etc.? How does the enterprise's products or services perform in the market? How should the enterprise improve or innovate its products or services? How should the enterprise price, distribute and promote its products or services? etc. Therefore, before making a consumer research report, it is necessary to clarify what the problem to be solved by the report is and what the goal of the report is, for example, to increase market share, increase sales, enhance brand awareness, optimize product design, etc.

At the same time, consider who the audience for the report is and what their information needs and concerns are. The audience of the report may be the top management, marketing department, product development department, customer service department, etc. of the enterprise, or the potential customers, partners, investors, etc. Different audiences have different expectations and preferences for the content, form, style, and language of the report. Therefore, in the production of consumer research reports, according to the characteristics and needs of the audience, choose the appropriate information and expression, in order to make the report more targeted and effective.

2. selection of appropriate research methods and tools

The data source of the consumer research report is the feedback and opinions of consumers collected through various research methods and tools. There are two common research methods: quantitative research and qualitative research. Quantitative research is to obtain quantitative data on consumers, such as consumer demographics, purchase frequency, purchase amount, satisfaction score, etc., by designing and issuing questionnaires, conducting telephone or online interviews, and collecting and analyzing sales data. The advantage of quantitative research is that it can cover a large number of samples, statistical analysis can be carried out, and objective and comparable results can be obtained. The disadvantage of quantitative research is that it can not deeply understand consumers' motivations, attitudes, feelings, etc., and can not capture the subtle and complex differences of consumers.

Qualitative research is to obtain non-quantitative data of consumers, such as consumer needs, preferences, feelings, opinions, suggestions, etc., by organizing focus groups, conducting in-depth interviews, observing and recording consumer behavior. The advantage of qualitative research is that it can deeply explore the psychology and behavior of consumers, discover the potential and hidden needs of consumers, and get rich and diverse results. The disadvantage of qualitative research is that it cannot cover a large number of samples, cannot conduct statistical analysis, and cannot obtain objective and comparable results.

Therefore, in the choice of research methods, according to the purpose and audience of the report, as well as the characteristics of consumers and the characteristics of the industry, comprehensive consideration of the advantages and disadvantages of quantitative research and qualitative research, choose the appropriate research methods, or use a combination of multiple research methods, in order to obtain more comprehensive and accurate data.

In the selection of research tools, according to the requirements of the research method, as well as the quality and efficiency of the data, choose the appropriate research tools, or use a combination of research tools, in order to improve the effectiveness of data collection and processing. Common research tools include questionnaires, interview guides, observation tables, audio and video recording equipment, data analysis software, etc. When using research tools, pay attention to the following points:

The questionnaire should be designed to be concise, clear, easy to understand and easy to fill in, to avoid the use of vague, ambiguous, guiding and biased questions, to ensure the relevance and validity of the questions, to use appropriate scales and options, to consider the characteristics and needs of different consumer groups, and to carry out pre-testing and modification.

The interview guide should be designed to be flexible, open and logical, include some basic questions, and timely put forward some exploratory questions according to the progress and situation of the interview. Interviewees should be encouraged to express their true and detailed opinions. Pay attention to listening to and observing the verbal and non-verbal information of the interviewees, and record and organize the content and process of the interview.

The observation table should be designed specifically, clearly and systematically, list the objects, scenes, behaviors, events, etc. to be observed, set the time, place and frequency of observation, use appropriate recording and evaluation methods, pay attention to the objectivity and accuracy of observation, and avoid subjective interpretation and judgment of observation results.

Audio and video recording equipment should choose equipment with good quality, simple operation and powerful functions. It is necessary to use audio and video recording equipment on the premise of obtaining the consent of the interviewees or observation objects. Attention should be paid to the clarity and integrity of audio and video recording. It is necessary to back up and convert the format of audio and video recording in time, and use professional software to analyze and process audio and video recording.

Data analysis software should select software suitable for research methods and data types, be familiar with the functions and operations of the software, pay attention to the format and specifications of data input and output, use appropriate data analysis methods and technologies, check the correctness and validity of the data analysis process and results, and use professional software for data storage and management.

3. use of effective data analysis and visualization techniques

Data analysis is the core part of the consumer research report, which is the main part of the report through the process of collating, analyzing, interpreting and summarizing the collected data.Conclusionand recommendations. There are many methods and techniques for data analysis, such as descriptive statistics, inferential statistics, correlation analysis, regression analysis, cluster analysis, factor analysis, principal component analysis, text analysis, and sentiment analysis. When selecting data analysis methods and techniques, it is important to select the appropriate data analysis methods and techniques based on the type, characteristics, size, etc. of the data, as well as the purpose of the report, the audience, etc., in order to obtain meaningful and valuable results.

Data visualization is an important part of consumer research reports. It is to present the results of data analysis to the audience of the report in an intuitive and beautiful form by using charts, graphs, images, etc. There are many techniques and tools for data visualization, such as bar charts, pie charts, line charts, scatter charts, radar charts, maps, dashboards, icons, pictures, etc. When selecting data visualization techniques and tools, it is important to select the appropriate data visualization techniques and tools based on the type, characteristics, size, etc. of the data, as well as the purpose of the report, the audience, etc., in order to improve the readability and attractiveness of the report.

When using data analysis and visualization techniques and tools, we should pay attention to the following points:

Data analysis and visualization should be consistent with the purpose and audience of the report, highlight the core information and value of the report, and avoid the use of irrelevant or duplicate data.

Data analysis and visualization should maintain the integrity and accuracy of the data, avoid the use of wrong or misleading data, and indicate the source and limitation of the data.

Data analysis and visualization should use appropriate proportions and scales, avoid using too large or too small proportions and scales, and use appropriate units and labels.

Use appropriate colors and styles for data analysis and visualization, avoid using too many or too few colors and styles, and use appropriate fonts and legends.

Use appropriate headings and descriptions for data analysis and visualization, avoid long or short headings and descriptions, and use appropriate language and tone.

4. writing concise, logical and persuasive report texts

The text of the report is the basic component of the consumer research report, which expresses the purpose, methods, results, conclusions and recommendations of the report to the audience of the report in a clear and orderly manner through the use of words and language. There are many kinds of structure and content of the report text, but it generally includes the following parts: title, abstract, body, references, appendices, etc. In preparing the text of the report, the following points should be noted:

The title should be concise, able to summarize the theme and content of the report, and able to attract the attention and interest of the audience.

[Description]: To be concise and clear, to be able to outline the purpose of the report, methods, results, conclusions, recommendations, etc., to be able to allow the audience to quickly understand the main information and value of the report.

[Contents]: There should be a logical order. According to the order of introduction, method, result, discussion, conclusion, suggestion, etc., the contents of the report should be expanded in sections. Appropriate titles and subheadings should be used. Appropriate transition words and conjunctions should be used. Appropriate data analysis and visualization techniques and tools should be used. Appropriate references and annotations should be used.

References should be complete and accurate. All documents cited or referenced in the report should be listed in a unified format and specification. Information such as the author, title, publisher, year of publication, page number, etc. of the documents should be indicated. Appropriate references and annotations should be used.

The appendix should be necessary and list the information that cannot or should not be placed in the report.TextSome data, charts, graphs, images, etc., should be in accordance with a unified format and specifications, to indicate the appendix number, title, source and other information, to be inTextThe content and location of appendices are referred to in.

When using words and language, pay attention to the following points:

The text and language should be consistent with the purpose and audience of the report. Professional, formal, objective, and neutral text and language should be used, and non-professional, informal, subjective, and biased text and language should be avoided.

Words and language should be concise, clear, easy to understand and easy to read, use simple, direct, clear and accurate words and language, and avoid using complex, indirect, vague and wrong words and language.

Words and language should be persuasive, attractive and influential, use powerful, reasonable, well-founded and interesting words and language, and avoid using weak, unreasonable, unfounded and uninteresting words and language.

Examples

In order to better illustrate how to make an impactful consumer research report, this article will combine the specific cases of consumer research reports provided by Shangpu Consulting to its clients to show how to use the suggestions given in this article to improve the quality and impact of the report.

Shangpu Consulting is a professional market research and consulting company, providing customized consumer research reports and consulting services for enterprises in all walks of life. The clients of Shangpu Consulting include well-known multinational companies, small and medium-sized enterprises, start-up companies, etc., and the industries involved include consumer goods, electronic products, automobiles, medical care, education, tourism, etc.

The following is one of the consumer research reports provided by Champ Consulting for its clients.Abstract:Shangpu Consulting Company provides a consumer research report for an emerging online education platform, which aims to understand the needs, preferences, behaviors, satisfaction, etc. of online education consumers in the Chinese market, as well as the performance and competitiveness of the platform in the market, and provide basis and suggestions for the platform to formulate effective marketing strategies. This report adopts the combination method of quantitative research and qualitative research. Through the design and distribution of online questionnaires, the basic information and feedback opinions of 1000 online education consumers are collected. Through the organization of focus groups and in-depth interviews, the detailed information and feedback opinions of 50 online education consumers are collected, and the behavior data of 10 online education consumers are collected by observing and recording the use behavior of online education consumers. This report uses descriptive statistics, correlation analysis, text analysis, sentiment analysis and other data analysis methods, as well as column charts, pie charts, line charts, scatter plots, radar charts, dashboards and other data visualization techniques to present the results of data analysis to the audience of the report in an intuitive and beautiful form. This report prepares a concise, logical and persuasive text that combines the purpose, methodology, results,Conclusions, recommendations, etc. are presented to the audience of the report in a clear and orderly manner. The main conclusions of this report andThe recommendations are as follows:

The needs and preferences of online education consumers are mainly concentrated in the following aspects: the quality and diversity of courses, the professionalism and interactivity of teachers, the function and ease of use of the platform, the rationality and preferential price, and the timeliness of services. And satisfaction.

The performance and competitiveness of the platform in the market have the following advantages and disadvantages: the advantages are the higher quality and diversity of the courses, the stronger professionalism and interactivity of teachers, the better function and ease of use of the platform, and the higher timeliness and satisfaction of the service; the disadvantages are the lower rationality and preferential price, the poor popularity and reputation of the platform, and the larger number and strength of competitors.

In order to improve the effectiveness of the platform's marketing strategy, it is recommended that the platform take the following measures: one is to reduce the price of courses or provide more discounts and rewards to attract more consumers; the other is to increase the platform's visibility And word-of-mouth, through advertising, social media, word-of-mouth marketing, etc., to increase the platform's exposure and influence; the third is to strengthen the differentiation and competitiveness with competitors, by innovating the content and form of the curriculum, we can improve the level and quality of teachers, optimize the function and experience of the platform, and improve the quality and efficiency of service.