Core elements and key factors of consumer research: expert summary and induction

Definition and Purpose of 1. Consumer Research

Consumer research refers to the process of collecting, sorting, analyzing and interpreting consumer-related information to understand consumer needs, preferences, behavior and satisfaction, so as to provide a basis and guidance for market decisions and product innovation.

The main purposes of consumer research are the following:

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 consumers' attitudes, perceptions, satisfaction and loyalty to brands, products and services, and establish and maintain a good brand image and reputation;

Understand the reaction and influence of consumers on the market environment, competitors, marketing activities, etc., and optimize the marketing mix and resource allocation;

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

The object and method of 2. consumer research.

The object of consumer research refers to the consumer group under investigation, which is usually divided and selected according to the geographical location, demographic characteristics, psychological characteristics and behavioral characteristics of consumers. The method of consumer research refers to the technical means of collecting and analyzing consumer information, which is usually divided into qualitative research and quantitative research.

Qualitative research refers to the exploration of consumers' psychological state, motivation, attitude, feelings and other difficult to quantify information through in-depth interviews, observations, case studies, etc., in order to obtain consumers' in-depth insights and understanding. The advantage of qualitative research is that it can discover the potential needs and problems of consumers and provide innovative ideas and directions, but the disadvantage is that it is difficult to promote and summarize, and it cannot reflect the general situation and laws of consumers.

Quantitative research refers to the collection and analysis of quantifiable information such as the number, frequency and proportion of consumers through questionnaires, experimental design, mathematical statistics, etc., in order to evaluate and predict consumer behavior and satisfaction. The advantage of quantitative research is that it can reflect the overall situation and laws of consumers and provide reliable data and evidence, but the disadvantage is that it is difficult to reveal the deep-seated reasons and meanings of consumers, and it cannot provide innovative ideas and directions.

The choice of consumer research methods should be based on the purpose of the survey, content, object, time, cost and other factors, in general, qualitative research and quantitative research should complement each other, combined use, in order to achieve the best research results.

Content and analysis of 3. consumer research

The content of consumer research refers to the subject and scope of the research, usually involving consumer needs, preferences, behavior and satisfaction. The analysis of consumer research refers to the process of collating, summarizing, comparing, interpreting and evaluating the collected consumer information, usually using descriptive analysis, correlation analysis, causal analysis and other methods.

Consumer demand refers to the requirements and expectations of consumers on the function, performance, quality and price of products or services. The research and analysis of consumer demand can help enterprises understand the basic needs and potential needs of consumers, find opportunities and gaps in the market, and formulate product positioning and differentiation strategies.

Consumer preferences are consumer preferences and choices about the appearance, style, taste, color, etc. of a product or service. The research and analysis of consumer preferences can help companies understand the personalized and diversified needs of consumers, discover market segmentation and changes, and formulate product design and innovation strategies.

Consumer behavior refers to the behavior characteristics and patterns of consumers in the process of purchasing and using products or services. The research and analysis of consumer behavior can help enterprises understand consumers' purchase motivation, decision-making process, purchase frequency, purchase channels, usage patterns, etc., find market trends and laws, and formulate product promotion and distribution strategies.

Consumer satisfaction refers to the comparison between the actual performance and the expected performance of the product or service, reflecting the satisfaction and loyalty of the consumer. The research and analysis of consumer satisfaction can help enterprises understand the attitude, perception, evaluation and feedback of consumers to brands, products and services, discover the advantages and disadvantages of products or services, and formulate product improvement and optimization strategies.

Application and value of 4. consumer research

The application of consumer research refers to the application of the results and recommendations of the research to the market decision-making and product innovation of enterprises in order to improve the market competitiveness and profitability of enterprises. The value of consumer research refers to the benefits and contributions of research, including increasing market share, increasing sales revenue, reducing marketing costs, enhancing brand image, and enhancing customer loyalty.

In order to better illustrate the application and value of consumer research, this paper will combine the customer service case of Shangpu Consulting Company to show the practical effect of consumer research in the consumer goods and retail industry. Shangpu Consulting Company is a company specializing in consumer research and market consulting. It has rich industry experience and professional team, providing high-quality consumer research and market consulting services to many well-known consumer goods and retail companies around the world.

Case 1: Consumer Survey of an International Cosmetic Brand

An international cosmetics brand is a cosmetics company with a century-old history. Its products cover multiple categories such as skin care, makeup, and perfume. It is deeply loved by consumers with its high-end, luxurious and elegant image. However, with the changes in the market and the intensification of competition, the brand is facing problems such as declining market share, aging consumers, and product homogeneity. It is urgent to carry out product innovation and market expansion to adapt to new consumer needs and market environment.

To help the brand address these issues, Champ Consulting conducted a series of consumer surveys, including:

Qualitative research: through in-depth interviews, focus groups, neural marketing, etc., to explore consumers' psychology and emotions on cosmetics purchase motivation, use experience, brand perception, loyalty, etc., in order to obtain consumers' deep insights and understanding;

Quantitative research: collect and analyze quantifiable information such as the quantity, frequency and proportion of consumers' demand, preference, behavior and satisfaction of cosmetics by means of questionnaire survey, experimental design and mathematical statistics, so as to evaluate and predict consumers' behavior and satisfaction;

Market analysis: Through the collation, induction, comparison, interpretation and evaluation of the results of consumer research, as well as the analysis of the market environment, competitors, industry trends, etc., the following suggestions and solutions are provided for the brand:

Product innovation: According to the needs and preferences of consumers, a number of product innovation directions and suggestions have been put forward for the brand, including the development of skin care and makeup products that are more suitable for young consumers, the use of more environmentally friendly and natural raw materials and packaging, and the addition of more personalized and customized services, as well as the use of digital and social platforms to provide more opportunities for interaction and experience;

Market expansion: According to consumer behavior and satisfaction, a number of market expansion directions and suggestions have been put forward for the brand, including entering more emerging markets and market segments, using more online and offline channels, improving brand awareness and coverage, and establishing more joint promotion and social responsibility activities with more partners, such as stars, online celebrities, charities, etc.

Through the consumer research and market consulting services of Shangpu Consulting, the brand has successfully carried out product innovation and market expansion, increased market share and sales revenue, enhanced brand image and customer loyalty, and won consumer recognition and love.

Case 2: Consumer Survey of a Domestic Clothing Retail Brand

A domestic clothing retail brand is a retail enterprise focusing on women's fashion clothing. Its products cover jackets, skirts, trousers, coats and other categories. It is welcomed by consumers with its fashionable, high-quality and affordable image. However, with the changes in the market and the intensification of competition, the brand is facing problems such as market saturation, consumer picky, and single product. It is urgent to adjust the market and optimize the product to adapt to the new consumer demand and market environment.

To help the brand address these issues, Champ Consulting conducted a series of consumer surveys, including:

Qualitative research: through in-depth interviews, focus groups, neural marketing, etc., to explore consumers' psychology and emotions on clothing purchase motivation, use experience, brand perception, loyalty, etc., in order to obtain consumers' deep insights and understanding;

Quantitative research: collect and analyze quantifiable information such as the quantity, frequency and proportion of consumers' demand, preference, behavior and satisfaction for clothing by means of questionnaire, experimental design and mathematical statistics, so as to evaluate and predict consumers' behavior and satisfaction;

Market analysis: Through the collation, induction, comparison, interpretation and evaluation of the results of consumer research, as well as the analysis of the market environment, competitors, industry trends, etc., the following suggestions and solutions are provided for the brand:

Market adjustment: according to the needs and preferences of consumers, a number of market adjustment directions and suggestions are put forward for the brand, including adjusting the positioning and style of the product to adapt to different consumer groups, such as young, mature, professional, leisure, etc. Adjust the price and promotion strategy of the product to adapt to different consumer psychology, such as value, quality, fashion, etc., adjust the season and style of the product, to adapt to different consumer needs, such as spring and summer, autumn and winter, basic, popular, etc;

Product optimization: according to the behavior and satisfaction of consumers, a number of product optimization directions and suggestions are put forward for the brand, including optimizing product design and production to improve product quality and comfort, optimizing product display and display, improving product attractiveness and sales rate, optimizing product service and after-sales, improving product trust and reputation, and optimizing product accessories and collocation, to improve product diversity and personalization.