Importance and Significance of 1. Consumer Research

Consumers are the lifeline of an enterprise, and understanding consumer needs, preferences, satisfaction, loyalty, feedback, etc., is the basis for an enterprise to formulate and implement an effective market strategy. Consumer research is a method of collecting, analyzing, and interpreting consumer-related data and information to help companies make better decisions. Consumer research can help companies achieve the following goals:

Identify and classify market segments and target consumers, and locate the core value proposition and differentiation advantages of the product or service;

Assess and forecast market size, growth, competition, trends, opportunities and risks, and formulate reasonable market entry and expansion strategies;

Test and optimize the function, design, quality, price, packaging, distribution, etc. of products or services to improve consumer experience and satisfaction;

Design and execute effective marketing activities, including advertising, promotion, public relations, social media, etc., to increase consumer awareness, attention, trust and willingness to buy;

Establish and maintain good consumer relations, improve consumer loyalty, recommend and lifetime value;

Collect and listen to consumer feedback, suggestions, complaints, etc., solve consumer problems and pain points in a timely manner, and improve consumer satisfaction and reputation;

Stimulate and cultivate consumers' sense of innovation and participation, promote the co-creation and cooperation between consumers and enterprises, and enhance the innovation ability and competitive advantage of enterprises.

Frontier Topics and Hot Issues of 2. Consumer Research

As consumer behavior and preferences continue to change, corporate consumer research is also facing new challenges and opportunities. Here, starting from the practical experience of Shangpu Consulting, we discuss the following cutting-edge topics and hot issues in consumer research:

1. How to use big data and artificial intelligence to improve the efficiency and accuracy of consumer research

In the digital age, consumer behavior and preferences have left a large number of digital traces. These data contain rich consumer insights that can help companies better understand and meet consumer needs. At the same time, the development of artificial intelligence provides more powerful analysis and prediction capabilities for consumer research, which can help companies make decisions more quickly and accurately. Champ Consulting uses big data and artificial intelligence to provide the following advantages for consumer research:

Diversification and enrichment of data sources. Shangpu Consulting not only collects traditional consumer research data, such as questionnaires, interviews, observations, etc., but also collects and integrates various types of digital data, such as social media, e-commerce platforms, search engines, mobile applications, Internet of Things, etc. To obtain more comprehensive and in-depth consumer insights.

Automation and intelligence of data processing. Shangpu Consulting uses artificial intelligence technologies, such as natural language processing, computer vision, machine learning, deep learning, etc., to clean, label, classify, cluster, associate, sentiment analysis, topic extraction, text generation, Image recognition, speech recognition, etc. to improve the quality and value of data.

The efficiency and precision of data analysis. Shangpu Consulting uses artificial intelligence technologies, such as data mining, data visualization, data modeling, data reasoning, data optimization, data prediction, etc., to describe, interpret, evaluate, recommend, optimize, and predict consumer research data to provide more useful and powerful data support.

2. How to combine online and offline multi-channel and multi-form consumer research

In the digital age, consumer behavior and preferences are not only affected by offline, but also by online, and the consumer's consumption process has become more complex and diverse. Therefore, enterprise consumer research needs to combine online and offline multi-channel and multi-form to obtain more comprehensive and real consumer insights. Champu Consulting combines online and offline multi-channel and multi-form, providing the following advantages for consumer research:

Channel coverage and expansion. Shangpu Consulting not only uses traditional consumer research channels, such as telephone, email, face-to-face, etc., but also uses emerging consumer research channels, such as websites, social media, mobile applications, online communities, virtual reality, etc., to cover and expand More consumer groups and scenarios.

innovation and variety of forms. Shangpu Consulting not only uses traditional consumer research forms, such as questionnaires, interviews, observations, experiments, etc., but also uses emerging consumer research forms, such as games, stories, videos, pictures, audio, animation, interaction, simulation, etc. Innovative and diversified ways to attract and motivate the improvement and optimization of consumer effects. By combining online and offline multiple channels and multiple forms, Shangpu Consulting can improve the coverage, participation rate, response rate, accuracy, and efficiency of consumer research, thereby improving the quality and effectiveness of consumer research.

3. How to design appropriate consumer research programs according to different consumer groups and scenarios

In the digital age, consumer behavior and preferences have become more personalized and diverse, and consumer consumption processes have become more dynamic and complex. Therefore, enterprise consumer research needs to design appropriate consumer research programs according to different consumer groups and scenarios to obtain more targeted and practical consumer insights. According to different consumer groups and scenarios, Champu Consulting provides the following advantages for consumer research:

Segmentation and positioning of consumer groups. Shangpu Consulting uses big data and artificial intelligence technology to conduct detailed analysis and division of consumers, and determine consumer market segments and target markets, as well as corresponding consumer portraits and consumer journeys based on consumer characteristics, needs, preferences, behaviors, and values.

Identification and simulation of consumer scenarios. Shangpu Consulting uses online and offline multi-channels and multi-forms to identify and simulate consumer consumption scenarios, and determine consumer key contacts and pain points based on consumer consumption motivation, consumption process, and consumption results., And the corresponding consumer experience and consumer satisfaction.

Design and implementation of consumer research programs. According to different consumer groups and scenarios, Shangpu Consulting designs and implements appropriate consumer research programs, including determining the purpose, object, method, content, time, frequency, cost, etc. of consumer research, as well as collecting, analyzing, interpreting, presenting and applying consumer research data and information.

4. How to improve the innovation ability and competitive advantage of enterprises through consumer research

In the digital age, the needs and preferences of consumers are constantly changing, and the competition and change of the market are also increasing. Enterprises need to constantly innovate and improve to adapt to and lead the development of the market. Consumer research is an important source and driving force of enterprise innovation, which can help enterprises to improve their innovation ability and competitive advantage. Through consumer research, Shangpu Consulting provides the following advantages for enterprises to enhance their innovation capabilities and competitive advantages:

Discover and tap into potential consumer needs and future trends. Champ Consulting uses big data and artificial intelligence technology to conduct in-depth analysis and prediction of consumer behavior and preferences, discover and tap consumer potential needs and future trends, and provide companies with new market opportunities and innovative directions.

Generate and validate innovative ideas and solutions for consumers. Shangpu Consulting uses online and offline channels and forms to generate and verify consumers' innovative ideas and solutions, and uses consumer feedback and evaluation to provide enterprises with effective innovation suggestions and improvement opinions.

Promote and nurture consumer innovation engagement and collaboration. Shangpu Consulting uses different consumer groups and scenarios to promote and cultivate consumers' innovative participation and collaboration, and uses consumers' knowledge, experience, ideas, feelings, etc. to provide enterprises with rich innovative resources and partners.

Specific cases of 3. consumer research

In order to demonstrate the practical application and value of consumer research, we combine the specific cases of consumer research services provided by Shangpu Consulting for customers in various industries and fields, and introduce the purpose, method, content, results and significance of consumer research respectively.

1. Provide consumer research services for an international fast-food company

The purpose of consumer research: to understand the demand, preference, behavior and satisfaction of consumers in the Chinese market for fast-food products, and to provide data support and strategic suggestions for the product development, brand building and marketing of fast-food companies.

The method of consumer research: using big data and artificial intelligence technology to collect and analyze the internal data, industry data, competitor data, social media data, etc. of fast consumer products companies, combined with online and offline multi-channel and multi-form, conducted questionnaires, interviews, observations, experiments, etc., and designed and implemented appropriate consumer research programs according to different consumer groups and scenarios.

The content of consumer research: including the market scale, growth, competition, trends, opportunities and risks of fast consumer goods; consumer segments, target markets, consumer portraits, and consumer journeys of fast consumer goods; products of fast consumer goods Function, design, quality, price, packaging, distribution, etc.; brand awareness, attention, trust, purchase intention, loyalty, recommend, etc. of fast consumer goods; marketing activities, consumer relations, consumer feedback, consumer innovation, etc.

Results of consumer research: market analysis reports, consumer insight reports, product evaluation reports, brand evaluation reports, marketing evaluation reports, innovation evaluation reports, etc. of fast-moving consumer goods are provided, as well as corresponding data visualization, data modeling, data reasoning, data optimization, data prediction, etc.

The significance of consumer research: to help FMCs understand and meet the needs and preferences of consumers in the Chinese market, improve the quality and effectiveness of FMCs products and services, improve the brand image and market share of FMCs, and enhance the innovation ability and competitive advantage of FMCs.

2. Provide consumer research services for an emerging online education platform

The purpose of consumer research: to understand the needs, preferences, behaviors and satisfaction of consumers in the Chinese market for online education, and to provide data support and strategic suggestions for curriculum development, teaching quality and user experience of online education platforms.

The content of consumer research: including the market scale, growth, competition, trends, opportunities and risks of online education; consumer segments, target markets, consumer portraits, and consumer journeys of online education; course content, teaching methods, teaching quality, and teaching effects of online education; user experience, user satisfaction, user loyalty, and user recommend of online education; the operation mode, profit mode and innovation mode of online education.

The results of consumer research: online education market analysis report, consumer insight report, course evaluation report, user evaluation report, operation evaluation report, innovation evaluation report, etc., as well as the corresponding data visualization, data modeling, data reasoning, data optimization, data prediction, etc.

The significance of consumer research: to help online education platforms understand and meet the needs and preferences of consumers in the Chinese market, to improve the quality and effectiveness of courses and teaching on online education platforms, to improve the user experience and user satisfaction of online education platforms, and to enhance the operational and innovative capabilities of online education platforms.

3. Provide consumer research services for a leading automobile manufacturer

The purpose of consumer research: to understand the needs, preferences, behaviors and satisfaction of consumers in the Chinese market for automobiles, and to provide data support and strategic suggestions for product development, technological innovation and marketing of automobile manufacturers.

The method of consumer research: using big data and artificial intelligence technology to collect and analyze the internal data, industry data, competitor data, social media data, etc. of automobile manufacturers, combined with online and offline multi-channel and multi-form, conducted questionnaires, interviews, observations, experiments, etc., and designed and implemented appropriate consumer research programs according to different consumer groups and scenarios.

The content of consumer research: including the market scale, growth, competition, trends, opportunities and risks of automobiles; automobile consumer segments, target markets, consumer portraits, and consumer journeys; automobile product functions, design, and quality, Price, safety, environmental protection, etc.; technological innovation, intelligence, networking, and sharing of automobiles; automobile brand awareness, attention, trust, purchase intention, loyalty, recommend, etc.; automobile marketing activities, consumer relations, consumer feedback, consumer innovation, etc.

Results of consumer research: provides automotive market analysis reports, consumer insight reports, product evaluation reports, technology evaluation reports, brand evaluation reports, marketing evaluation reports, innovation evaluation reports, etc., as well as corresponding data visualization, data modeling, data reasoning, data optimization, data prediction, etc.

The significance of consumer research: to help automakers understand and meet the needs and preferences of consumers in the Chinese market, improve the quality and effectiveness of automakers' products and technologies, improve the brand image and market share of automakers, and enhance automakers' innovation capabilities and competitive advantages.