Purpose of 1. Consumer Research

The purpose of consumer research is to obtain information about consumers so that companies can better meet consumer needs and expectations, improve consumer loyalty and satisfaction, and enhance their competitiveness and profitability. The purpose of consumer research can be divided into the following categories:

Descriptive purpose: The descriptive purpose is to understand the basic characteristics of consumers, such as demographic, geographical, psychological, social and behavioral characteristics, as well as consumers' attitudes, knowledge, intentions and use of products or services. Consumer research for descriptive purposes usually involves large sample sizes to ensure the representativeness and reliability of the data, but does not require in-depth exploration of consumer motivations and reasons.

Explanatory purpose: Explanatory purpose is to explore consumer needs, preferences, motivations, feelings and values, as well as the factors that influence consumer behavior, such as cultural, social, personal and psychological factors. Consumer research for explanatory purposes usually involves a smaller sample size to allow for in-depth interviews, observations and experiments, but requires more analysis and interpretation to reveal the internal logic and laws of consumers.

Predictive purpose: Predictive purpose is to predict the future behavior of consumers, such as the possibility of purchasing, using and recommend products or services, as well as the response and acceptance of consumers to new products or services. Consumer research for predictive purposes usually combines descriptive and explanatory methods in order to use existing data and knowledge to establish reasonable assumptions and models for effective prediction and evaluation.

According to the purpose of consumer research, enterprises can determine the scope and depth of consumer research, that is, the object, content, method and time of the research. In general, consumer research for descriptive purposes requires a wider range and shallower depth, consumer research for explanatory purposes requires a narrower range and deeper depth, and consumer research for predictive purposes requires a more moderate range and depth to achieve the best results.

Methods of 2. Consumer Research

The methods of consumer research can be divided into two categories: quantitative methods and qualitative methods. Quantitative methods refer to the quantification and measurement of consumer information through mathematical and statistical means to obtain objective and verifiable results. The advantage of quantitative methods is that they can process large amounts of data, provide accurate and comparable results, and are suitable for consumer research for descriptive and predictive purposes. The disadvantage of quantitative methods is that they do not have an in-depth understanding of consumers' feelings and motivations, ignore the individuality and diversity of consumers, may have measurement errors and biases, and require higher costs and time. The common techniques of quantitative methods are: questionnaire survey, experiment, observation and secondary data analysis.

Qualitative method refers to the interpretation and understanding of consumer information by means of language and symbols in order to obtain subjective and multidimensional results. The advantage of the qualitative method is that it can deeply explore the feelings and motivations of consumers, reflect the personality and diversity of consumers, provide rich and detailed results, and are suitable for consumer research for explanatory purposes. The disadvantage of qualitative methods is that they cannot handle large amounts of data, the results provided are difficult to quantify and compare, there may be subjective biases and misunderstandings, and high skills and experience are required. Common techniques for qualitative methods include interviews, focus groups, case studies, and text analysis.

According to the method of consumer research, enterprises can determine the breadth and details of consumer research, that is, the sample size, data type, data source and data processing of the research. In general, consumer research for quantitative methods requires larger sample sizes, simpler data types, more data sources, and more complex data processing to ensure the validity and credibility of the data, but does not require excessive data details and background information. Consumer research with qualitative methods requires smaller sample sizes, more complex data types, fewer data sources and simpler data processing to ensure the authenticity and richness of the data, but requires more data details and background information.

Cost of 3. Consumer Research

The cost of consumer research refers to the resources that need to be invested in order to complete consumer research, including: time cost, money cost and labor cost. Time cost refers to the time required for consumer research, including design, implementation, analysis and reporting time. Money costs are the money needed for consumer research, including the cost of equipment, materials, space, transportation and incentives. Labor cost refers to the quantity and quality of manpower required for consumer research, including researchers, analysts, reporting staff and participants. The cost of consumer research is closely related to the scope, depth, breadth and details of consumer research. Generally speaking, the greater the scope of consumer research, the deeper the depth, the wider the breadth, and the more details, the cost of consumer research The higher.

The cost of consumer research is an important factor that companies need to consider when conducting consumer research. It affects the efficiency and effectiveness of consumer research, and also determines the ratio of consumer research investment and return. Therefore, when conducting consumer research, enterprises need to reasonably plan and arrange the cost of consumer research according to their own goals, resources and conditions, in order to achieve the optimization of consumer research.

Expert advice 4. consumer research

Consumer research is a complex and important task that involves multiple aspects of knowledge, skills and experience, and requires a comprehensive consideration of the purpose, methods and costs of consumer research, as well as changes in the market and competitive conditions, in order to make reasonable and effective decisions. In order to help companies better conduct consumer research, this paper puts forward the following expert suggestions:

Clarify the objectives and problems of consumer research: the objectives and problems of consumer research are the starting point and guiding principles of consumer research, which determine the scope and depth of consumer research, as well as the methods and techniques of consumer research. Before conducting consumer research, companies should clarify the problems they want to solve and the goals they want to achieve, as well as the importance and urgency of these problems and goals, so as to determine the priority and order of consumer research, as well as the content and form of consumer research.

Select the appropriate consumer research methods and techniques: consumer research methods and techniques are the tools and means of consumer research, which determine the breadth and detail of consumer research, as well as the quality and quantity of consumer research data. When conducting consumer research, companies should choose suitable consumer research methods and technologies according to their own goals and problems, as well as the characteristics and conditions of the market, or combine multiple consumer research methods and technologies to improve consumption The efficiency and effectiveness of consumer research avoid errors and deviations in consumer research.

Controlling the cost and risk of consumer research: The cost and risk of consumer research is the cost and challenge of consumer research, which affects the investment and return of consumer research, as well as the feasibility and sustainability of consumer research. When conducting consumer research, enterprises should reasonably plan and arrange the cost of consumer research, including time cost, money cost and labor cost, according to their own resources and conditions, so as to realize the optimization of consumer research. At the same time, enterprises should also pay attention to the risks of consumer research, including legal risk, moral risk and market risk, in order to protect the legitimacy, rationality and effectiveness of consumer research.

Case Analysis of 5. Consumer Research

In order to better demonstrate the practical application and value of consumer research, this paper combines some consumer research cases provided by Shangpu Consulting Company for customers, and makes a brief analysis and introduction. Shangpu Consulting Company is a professional market consulting company with rich experience and ability in consumer research. It provides customized consumer research services for customers in all walks of life, helps customers solve market problems, improve market performance, and achieve market goals. Here are some of the consumer research cases from Champ Consulting:

Conduct consumer research for a fast consumer product company: The company is a well-known fast consumer product company, mainly producing and selling daily necessities such as shampoo, shower gel, and toothpaste. The company wants to understand consumer perceptions, attitudes and behaviors about its products, as well as consumer perceptions of its competitors, in order to develop more effective marketing strategies. Champ Consulting conducted a comprehensive consumer survey for the company, including the following steps:

Step 1: Determine the purpose and questions of consumer research, that is, to understand consumers' perceptions, attitudes and behaviors towards the company's products, as well as consumers' perceptions of their competitors.

Step 2: Select the methods and techniques of consumer research, that is, using questionnaires and interviews, combining quantitative and qualitative techniques to conduct consumer research.

Step 3: Control the cost and risk of consumer research, that is, according to the company's budget and time, determine the appropriate sample size and research time, as well as reasonable rewards and incentives, while complying with relevant laws and ethics, to protect the privacy and rights of consumers.

Step 4: Implement consumer research, that is, send questionnaires to consumers through the Internet and telephone, and conduct interviews to collect and record consumer information and feedback.

Step 5: Analyze the results of consumer research, that is, through statistical and text analysis techniques, collate and summarize consumer information and feedback to obtain consumer characteristics, needs, preferences, satisfaction and loyalty indicators, as well as consumer evaluations and suggestions for the company's products and competitors.

Step 6: Report the results of consumer research, that is, through charts and text, present the results of consumer research to the company, as well as suggestions and plans for market strategies based on the results of consumer research.

Through the consumer research of champ consulting company, the company got the following harvest:

Understand the characteristics and needs of consumers: The company understands the demographic, geographic, psychological and behavioral characteristics of consumers, as well as consumers' needs and expectations for daily necessities such as shampoo, shower gel, and toothpaste, so that it can better target and segment the market, and design and develop products.

Understand consumer preferences and satisfaction: The company understands consumer preferences and satisfaction with its products, as well as consumer perceptions of the advantages and disadvantages of its products, so that it can better improve and optimize products, as well as improve product quality and performance.

Understanding consumer behavior and loyalty: The company understands consumer behavior and frequency of purchase, use, and recommend of its products, as well as consumer loyalty and willingness to repeat purchases of its products, so that it can better promote and Maintain consumer relationships, as well as increase consumer loyalty and satisfaction.

Understand consumers' perceptions and suggestions about their competitors: The company understands the reasons for consumers' perceptions, evaluations and choices about their competitors, as well as consumers' perceptions of their competitors' strengths and weaknesses, so that it can better analyze and respond to competition in the market and improve its competitiveness and differentiation.

Consumer research for an e-commerce company: The company is an emerging e-commerce company that mainly provides and sells various types of goods, including clothing, shoes, home, beauty, electronics, etc. The company wants to understand consumer usage and experience of its platform, as well as consumer opinions and suggestions for improvement and innovation of its platform, so as to improve consumer satisfaction and loyalty, increase consumer conversion rate and retention rate. Champ Consulting conducted an innovative consumer survey for the company, which included the following steps:

Step 1: Determine the purpose and questions of consumer research, that is, to understand consumers' use and experience of the company's platform, as well as consumers' opinions and suggestions on the improvement and innovation of the company's platform.

Step 2: Select consumer research methods and techniques, I .e., use observation and experimental methods, combined with quantitative and qualitative techniques, to conduct consumer research.

Step 3: Control the cost and risk of consumer research, that is, according to the company's budget and time, determine the appropriate sample size and research time, as well as reasonable rewards and incentives, while complying with relevant laws and ethics, to protect the privacy and rights of consumers.

Step 4: Implement consumer research, that is, provide consumers with different versions and functions of the company's platform through the Internet and entities, so that consumers can use and experience the company's platform in a real environment, and observe and record, Collect and record consumer information and feedback.

Step 5: Analyze the results of consumer research, that is, through statistics and text analysis technology, organize and summarize consumer information and feedback, and obtain consumer frequency, duration, and function of use of the company's platform., Use difficulty, use satisfaction and use loyalty and other indicators, as well as consumers' evaluation and suggestions on the advantages and disadvantages of the company's platform.

Step 6: Report the results of consumer research, that is, through charts and text, present the results of consumer research to the company, as well as suggestions and plans for platform improvement and innovation based on the results of consumer research.

Through the consumer research of champ consulting company, the company got the following harvest:

Understand the consumer's use and experience of its platform: the company understands the consumer's use frequency, use time, use function, use difficulty, use satisfaction and use loyalty of its platform, as well as the consumer's feeling and experience in the process of using the platform, so as to better evaluate and optimize the performance and user interface of the platform, and improve the user-friendliness and ease of use of the platform.

Understanding consumers' opinions and suggestions on the improvement and innovation of its platform: The company understands consumers' evaluations and suggestions on the advantages and disadvantages of its platform, as well as consumers' opinions and suggestions on the improvement and innovation of its platform, so that it can better improve and innovate the functions and services of the platform, and improve the competitiveness and attractiveness of the platform.

Conduct consumer research for an educational institution: The institution is a professional educational institution that provides and sells various types of educational courses, including language, art, science, business, etc. The organization wants to understand the needs and preferences of consumers for its courses, as well as the effectiveness and satisfaction of consumers with its courses, so as to improve consumer learning effectiveness and satisfaction, and increase consumer conversion and retention rates. Champu Consulting conducted a professional consumer survey for the agency, including the following steps:

Step 1: Determine the purpose and questions of consumer research, that is, to understand consumers' needs and preferences for the institution's courses, as well as consumers' effectiveness and satisfaction with the institution's courses.

Step 2: Select consumer research methods and techniques, I .e., use interviews and case studies, combining quantitative and qualitative techniques, to conduct consumer research.

Step 3: Control the cost and risk of consumer research, that is, according to the agency's budget and time, determine the appropriate sample size and research time, as well as reasonable rewards and incentives, while complying with relevant laws and ethics, to protect the privacy and rights of consumers.

Step 4: Implement consumer research, that is, conduct interviews with consumers through the Internet and telephone, and collect and record consumer information and feedback. At the same time, provide consumers with courses of the institution through the Internet and entities. Different types and levels allow consumers to learn and experience the institution's courses in a real environment, and observe and record, collect and record consumer information and feedback.

The fifth step: analyze the results of consumer research, that is, through the technology of statistics and text analysis, collate and summarize the information and feedback of consumers, and obtain the consumer's demand and preference for the institution's courses, as well as the consumer's evaluation and suggestions on the advantages and disadvantages of the institution's courses.

Step 6: Report the results of consumer research, that is, through charts and text, present the results of consumer research to the agency, as well as suggestions and plans for curriculum improvement and innovation based on the results of consumer research.

Through the consumer research of champ consulting company, the agency got the following harvest:

Understand consumer needs and preferences for its courses: The institution understands consumer needs and preferences for its courses, including the types of courses consumers want to learn, course levels, course duration, course methods, course prices, etc., so as to better position and segment the market, as well as design and develop courses.

Understand the effect and satisfaction of consumers with its courses: The agency understands the effect and satisfaction of consumers with its courses, including the improvement of consumers' knowledge, skills, confidence and interest after learning the courses, and consumers' evaluation of the quality, content, form, teachers and services of the courses, so as to better evaluate and optimize the effect and quality of the courses, and improve the user satisfaction and loyalty of the courses.

Learned about consumers' evaluations and suggestions on the advantages and disadvantages of its courses: The institution learned about consumers' evaluations and suggestions on the advantages and disadvantages of its courses, and consumers' opinions and suggestions on the improvement and innovation of its courses, so that it can better improve and innovate the functions and services of the courses, and increase the competitiveness and attractiveness of the courses.