一、消费者调研的意义和挑战

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to understand consumer needs, preferences, behavior and satisfaction, so as to provide a basis for business decisions. Consumer research can help businesses:

-Identify and analyze target markets and target consumers, identify market opportunities and competitive advantages;

-Assess and forecast market demand and potential, and set reasonable market size and share targets;

-Understand consumers' purchase motivation, decision-making process, purchase behavior and use behavior, and design products and services that are more in line with consumers' needs and expectations;

-Understand the attitude, perception, satisfaction and loyalty of consumers to brands, products and services, and establish and maintain a good brand image and reputation;

- 了解消费者对市场环境、竞争对手、营销活动等的反应和影响，优化营销组合和资源分配；

-Discover new demands, new trends and new problems of consumers, and provide inspiration and direction for product innovation and market expansion.

尚普咨询是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。尚普咨询作为中国最早提供专项市场调研服务的咨询机构之一，14年来亲历并见证了中国市场调研行业的快速发展，已为超过5000家客户提供过专业的市场研究及相关咨询服务，服务客户覆盖多个行业领域，现已成为中国最具影响力的市场研究内资领导品牌，并荣获“中国市场调查客户满意最佳品牌奖”，拥有中国国家统计局颁发的“中华人民共和国涉外调查许可证”。

Shangpu Consulting has rich experience and professional team in consumer research, and can provide customized consumer research solutions according to the different needs of customers, including but not limited:

-Market segmentation and user portrait: through the analysis of consumers' demographic characteristics, psychological characteristics, behavioral characteristics, etc., consumers are divided into different market segments and user groups, providing a basis for the positioning, differentiation and personalization of products and services;

-Consumer needs and preferences: through the analysis of consumers' demand levels, demand structures, demand drivers, demand changes, etc., to understand consumers' expectations and preferences for products and services, and to provide guidance on the function, quality, design, price, etc. of products and services;

-Consumer behavior and path: through the analysis of consumers' purchase process, purchase mode, purchase frequency, purchase scene, purchase contact point, etc., to understand the consumer's purchase behavior and path, and provide suggestions for the channel, distribution and promotion of products and services;

-Consumer satisfaction and loyalty: through the analysis of consumer satisfaction, loyalty, willingness to recommend, conversion rate, retention rate, etc., to understand the evaluation and feedback of consumers on products and services, to provide the basis for the improvement, optimization and maintenance of products and services;

- 消费者洞察和趋势：通过对消费者的价值观、生活方式、消费观、消费心理等进行分析，发现消费者的潜在需求、新兴需求、未满足需求等，为产品和服务的创新、拓展、领先等提供灵感。

然而，消费者调研也面临着诸多挑战，如调研目标不明确、调研方法不合适、调研数据不可靠、调研结果不实用等。这些问题可能导致消费者调研的效果不佳，甚至造成资源的浪费和决策的失误。因此，企业在进行消费者调研时，需要注意以下几个方面：

-Clarify the purpose and questions of the research: before conducting consumer research, enterprises need to clarify the purpose and questions of the research, that is, what questions to answer, why to answer this question, and what value can be brought by answering this question. This can help companies to determine the scope and focus of the research, to avoid deviation from the theme or omission of key information;

-Choose appropriate research methods and tools: When conducting consumer research, enterprises need to choose appropriate research methods and tools according to the purpose and problems of the research, such as quantitative research or qualitative research, questionnaire survey or in-depth interview, online research or offline research. This can help enterprises to obtain effective and useful data, improve the efficiency and quality of research;

-Ensure the reliability and validity of research data: When conducting consumer research, companies need to ensure the reliability and validity of research data, that is, whether the data is true, accurate, complete, consistent, and timely. This can help enterprises to avoid data deviation and error, improve the reliability and validity of data;

- 分析和解释调研结果的意义和价值：企业在进行消费者调研后，需要分析和解释调研结果的意义和价值，即数据背后的含义、规律、关系、趋势等。这样可以帮助企业从数据中提炼出有价值的信息和洞察，为决策提供支持和依据。

二、尚普咨询的消费者调研案例

为了更好地展示尚普咨询的消费者调研能力和水平，本文将介绍尚普咨询为两家客户提供的消费者调研案例，分别是一家汽车制造商和一家快消品企业。

案例一：汽车制造商的消费者调研

背景：该客户是一家全球知名的汽车制造商，计划在中国市场推出一款新的中高端轿车，希望了解目标消费者的需求和偏好，以及竞争对手的优势和劣势，为产品的定位和营销策略提供依据。

目标：尚普咨询为该客户提供了以下消费者调研目标：

- 分析中国中高端轿车市场的规模、结构、趋势和机会；

- 识别和划分目标消费者的细分市场和用户画像；

- 了解目标消费者对中高端轿车的需求、偏好、购买动机和决策过程；

- 评估目标消费者对客户品牌和产品的认知、感知、态度和满意度；

- 了解竞争对手的品牌和产品的优势和劣势，以及目标消费者的评价和反馈；

-Provide product positioning and differentiation advice, as well as marketing strategy optimization advice.

Method: Champ Consulting provided the following consumer research methods for this client:

-Use a combination of quantitative and qualitative methods to conduct online questionnaires and offline in-depth interviews respectively;

-Through a variety of channels and methods, such as social media, car forums, car exhibitions, car sales points, etc., to recruit eligible target consumers, a total of 1000 valid questionnaires and 50 in-depth interviews were collected;

-Through professional data analysis software and content analysis software, the collected data is cleaned, organized, analyzed and interpreted to extract valuable information and insights.

Results: Champ Consulting provided the client with the following consumer survey results:

-China's mid-to-high-end car market is showing a steady growth trend, mainly driven by urbanization, income growth, consumption upgrading and other factors, with an average annual growth rate of 8% in the next five years;

-The target consumers are mainly concentrated in first-tier and second-tier cities, aged 30-50, with an income of over 100000, a bachelor's degree or above, and a senior manager, professional, entrepreneur, etc., with high social status and consumption ability;

-The needs and preferences of target consumers for mid-to-high-end cars are mainly reflected in the following aspects: safety, comfort, performance, brand, appearance, technology, environmental protection, etc;

-The purchase motives of target consumers are mainly as follows: meeting their own travel needs, improving their own image and status, enjoying the fun and experience of driving, pursuing the expression of personality and taste, etc;

-The purchase decision-making process of target consumers mainly includes the following stages: problem identification, information search, scheme evaluation, purchase decision, post-purchase behavior, etc;

- 目标消费者对客户品牌和产品的认知、感知、态度和满意度较低，主要原因是客户品牌和产品在中国市场的知名度和影响力不足，缺乏足够的宣传和推广，以及与目标消费者的需求和偏好不完全匹配；

- 竞争对手的品牌和产品的优势和劣势主要体现在以下几个方面：品牌的知名度、美誉度、忠诚度、差异化等；产品的功能、品质、设计、价格、服务等；

- 目标消费者对竞争对手的品牌和产品的评价和反馈较高，主要原因是竞争对手的品牌和产品在中国市场的占有率和口碑较高，能够满足或超越目标消费者的需求和期望，以及与目标消费者的价值观和生活方式相契合。

Recommendation: Champ Consulting provided the following consumer research recommendations for this client:

-Product positioning and differentiation suggestions: Customers should position the product as a mid-to-high-end car with high-high quality, high-performance, high-tech, and high environmental protection characteristics, highlighting the advantages of product safety, comfort, performance and appearance, At the same time, focus on product innovation and personalization to meet the needs and preferences of target consumers, as well as the differences and differences with competitors;

- 营销策略的优化建议：客户应该加强品牌和产品在中国市场的宣传和推广，提高品牌和产品的知名度和影响力，利用多种渠道和方式，如广告、公关、社交媒体、口碑营销、体验营销等，传递品牌和产品的核心价值和优势，吸引和留住目标消费者，同时建立和维护良好的品牌形象和口碑，提升品牌的美誉度和忠诚度。

Case 2: Consumer Research of FMic Enterprises

Background: The customer is an internationally renowned fast-moving consumer product company, mainly engaged in personal care, home care, food and beverage products, with a number of well-known brands and products, hoping to understand the satisfaction and loyalty of Chinese consumers to their brands and products, as well as the direction and suggestions for improvement and optimization, so as to provide a basis for the promotion and maintenance of products and services.

目标：尚普咨询为该客户提供了以下消费者调研目标：

- 分析中国快消品市场的规模、结构、趋势和机会；

- 了解中国消费者对快消品的需求、偏好、购买行为和使用行为；

- 评估中国消费者对客户品牌和产品的满意度和忠诚度，以及影响因素和提升空间；

- 了解中国消费者对客户品牌和产品的评价和反馈，以及改进和优化的方向和建议；

- 提供产品和服务的提升和维护的策略和措施。

Method: Champ Consulting provided the following consumer research methods for this client:

-Use a combination of quantitative and qualitative methods to conduct online questionnaires and offline in-depth interviews respectively;

- 通过多种渠道和方式，如社交媒体、电商平台、快消品论坛、快消品销售点等，招募符合条件的目标消费者，共计收集了2000份有效问卷和100份深度访谈；

-Through professional data analysis software and content analysis software, the collected data is cleaned, organized, analyzed and interpreted to extract valuable information and insights.

Results: Champ Consulting provided the client with the following consumer survey results:

- 中国快消品市场呈现出快速增长的态势，主要受到人口红利、消费升级、电商发展、新零售模式等因素的驱动，预计未来五年的年均增长率为12%；

- 中国消费者对快消品的需求和偏好主要体现在以下几个方面：品质、效果、安全、自然、便捷、多样等；

- 中国消费者的购买行为和使用行为主要受到以下几个因素的影响：价格、品牌、推荐、评论、促销、体验等；

- 中国消费者对客户品牌和产品的满意度和忠诚度较高，主要原因是客户品牌和产品在中国市场的知名度和影响力较高，能够满足或超越消费者的需求和期望，以及与消费者的价值观和生活方式相契合；

- 中国消费者对客户品牌和产品的评价和反馈较正面，主要原因是客户品牌和产品在品质、效果、安全、自然等方面的优势，以及客户品牌和产品的创新和多样性；

- 中国消费者对客户品牌和产品的改进和优化的方向和建议主要有以下几个方面：价格、渠道、服务、包装、宣传等。

Recommendation: Champ Consulting provided the following consumer research recommendations for this client:

- 产品和服务的提升和维护的策略和措施：客户应该继续保持品牌和产品的品质、效果、安全、自然等优势，同时注重产品和服务的创新和多样化，以满足消费者的新需求和新趋势，以及与竞争对手的区别和差异；客户应该合理调整价格策略，以适应不同的消费者和市场，同时提高产品的性价比和竞争力；客户应该拓展和优化渠道策略，以覆盖更多的消费者和市场，同时利用电商、新零售等新兴渠道，提高产品的可见度和可及性；客户应该提高和优化服务策略，以增加消费者的满意度和忠诚度，同时利用社交媒体、口碑营销、体验营销等方式，提高品牌的互动性和传播性；客户应该改善和优化包装策略，以提升产品的外观和吸引力，同时注重包装的环保和便捷性，符合消费者的需求和偏好；客户应该加强和优化宣传策略，以提高品牌和产品的知名度和影响力，同时利用广告、公关、活动等方式，传递品牌和产品的核心价值和优势，吸引和留住消费者。

Conclusion:

消费者调研是企业了解市场需求、优化产品和服务、提升竞争力的重要手段。尚普咨询作为中国最具影响力的市场研究内资领导品牌，拥有丰富的消费者调研经验和专业的消费者调研团队，能够为企业提供定制化的消费者调研方案，帮助企业从消费者的角度出发，深入了解消费者的需求、偏好、行为和满意度，从而为企业的决策提供专业的解决方案。