1. Introduction

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level and other basic characteristics. The study of realizing one's own wishes and needs through the stages of cognition, attitude, motivation, choice, decision-making, purchase and use. Consumer research is one of the most basic and major components of consumer goods market research, which is most widely used in the field of market research, including the study of basic consumer characteristics, the study of consumer behavior and the study of consumer motivation. Through these three levels of research, for the relevant industries and enterprises to provide: market segmentation, product positioning, brand management, pricing strategy, new product development, channel construction, advertising, promotional activities, sales forecasting and other behavior theory, data base.

The importance of consumer research is self-evident. It can help companies understand consumers' needs, preferences, behaviors and motivations, so as to formulate effective market strategies and ideas. However, with the change of the market environment and the diversification of consumers, the traditional consumer research methods can no longer meet the needs of enterprises, and need continuous innovation and breakthrough. How to use new technologies and methods to collect, analyze and utilize consumer data, how to design and provide valuable products and services from the perspective of consumers, and how to use consumer creativity and participation to enhance brand influence and loyalty, These are the challenges and opportunities facing the field of consumer research.

By introducing several successful cases of Shangpu Consulting Company, this paper shows the innovative methods and creative achievements of consumer research, including the use of social media data and consumer insights to obtain unlimited marketing ideas, the use of JTBD theory to analyze the real needs of consumers and product characteristics, and the use of popular marketing and expression package marketing to improve consumer participation and loyalty, as well as using Meltwater consumer insights to predict social media hotspots and evaluate the effectiveness of creative communication. The purpose of this paper is to provide some inspiration and enlightenment for the practitioners and researchers of consumer research, and promote the development and innovation of consumer research.

2. leverage social media data and consumer insights for unlimited marketing ideas

Social media is a powerful creative tool for marketing content. From favorite food, movies, stars, to reviews of brands and more, people speak freely on social media. We can always find the voice of our customers on social media. 3.96 billion users are active on all types of social media, there is always new content to help us explore, learn, share and be inspired. We can use social media to understand the issues that people care about and use these details to create more meaningful content.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Using the Meltwater Consumer Insights platform, Champu Consulting uses consumer insights from social media data to inspire brands with unlimited creativity in marketing campaigns, PR and social media content. Meltwater consumer insight platform can help brands understand the public discussion on a topic, and even the reasons for the discussion. By gaining consumer insights from publicly shared social media data, brands can learn more about their audiences, analyze users who initiate and drive interactions, monitor issues and challenges encountered by brands, and other topics discussed by users at a given time.

For example, Shangpu Consulting provided consumer research services for a well-known shampoo and hair care brand to help the brand understand consumers' needs, preferences, behaviors and motivations for shampoo and hair care products, as well as their perceptions, attitudes, satisfaction and loyalty to the brand. Using the Meltwater consumer insight platform, Shangpu Consulting has collected a large amount of consumer data from social media platforms such as Weibo, Douyin and Little Red Riding Book, including consumers' comments, ratings, sharing, likes, collections and other indicators on shampoo and hair care products, as well as consumers' public praise, emotions, topics, labels and other information on the brand. Through the analysis and mining of these data, Champ Consulting provided the brand with the following consumer insights and marketing ideas:

Consumer demand for shampoo and hair care products is not only cleaning and care, but also the expression of personality and style. Consumers like to try different hairstyles, hair colors, hair quality, etc. to show their unique charm. Therefore, the brand can provide different shampoo and hair care products for different consumer groups to meet their diverse needs. For example, we can launch shampoo and hair care products for different hair types such as hair dyeing, perming and straight hair, or launch shampoo and hair care products with functions such as hair dyeing, perming and straight hair, so that consumers can easily change their hair style, hair color and hair quality at home.

Consumers' preference for shampoo and hair care products is affected by social media. They will refer to the recommend and evaluation of opinion leaders such as Internet celebrities, stars, bloggers, and other consumers' feedback and sharing to choose their own shampoo and hair care products. Therefore, the brand can use the power of social media to invite some influential opinion leaders, such as Internet celebrities, celebrities, bloggers, etc., to try and recommend the brand's shampoo and hair care products to increase brand awareness and trust. At the same time, the brand can also encourage consumers to show the effect of using the brand's shampoo and hair care products on social media, share their experiences and feelings, and form word-of-mouth communication and social proof.

Consumers' behavior of shampoo and hair care products is affected by the situation and psychology. They will choose different shampoo and hair care products according to different occasions, mood, purpose, etc., or adjust the frequency, amount, and method of use. Therefore, the brand can provide different shampoo and hair care products according to the different situations and psychology of consumers, or provide some suggestions and techniques for use, so that consumers can better enjoy the process and results of shampoo and hair care. For example, you can launch shampoo and hair care products for different occasions such as travel, sports, dates, etc., or provide some shampoo and hair care methods for different moods, purposes, etc., such as relaxation, refreshing, anti-pressure, etc.

Consumers' motivation for shampoo and hair care products is caused by internal and external factors. They not only hope to meet their basic needs through shampoo and hair care products, such as cleaning, care, health, etc., but also hope to achieve their high-level needs through shampoo and hair care products, such as beauty, self-confidence, success, etc. Therefore, the brand can design and provide valuable shampoo and hair care products from the motivation of consumers, so that consumers can feel the care and support of the brand, thereby enhancing consumer satisfaction and loyalty. For example, you can launch some shampoo and hair care products with functional, emotional, symbolic and other values, or through some stories, slogans, images, etc., to convey the brand's philosophy and values, and resonate and connect with consumers.

The above is part of the consumer insights and marketing ideas provided by Shangpu Consulting for the brand. More details and suggestions can be viewed on the official website of Shangpu Consulting. Through these consumer insights and marketing ideas, Shangpu Consulting hopes to help the brand better understand and meet the needs of consumers, and enhance the competitiveness and influence of the brand.

3. applicationJTBD theory to analyze the real needs of consumers and product characteristics.

JTBD(Jobs-to-be-Done) theory is a method used to analyze the real needs and product characteristics of consumers, which holds that the root cause of consumers buying and using products or services is to accomplish a certain task or achieve a certain goal. The needs of consumers are not fixed, but change with the task or goal. Consumer demand is not a single, but by the functional, social, emotional and other dimensions. Consumer demand is not obvious, but hidden behind the psychology and behavior of consumers. Therefore, to truly understand the needs of consumers, it is necessary to explore the consumer's motivations, obstacles, expectations, satisfaction, etc., from the consumer's task or goal, so as to discover the consumer's pain points and needs.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Using JTBD theory, Shangpu Consulting provided consumer research services for a well-known electronic product brand to help the brand analyze the real needs and product characteristics of consumers for smart watches. Through in-depth interviews and observations, Champ Consulting explores consumers' motivations, obstacles, expectations, satisfaction, etc., starting from their tasks or goals, so as to discover consumers' pain points and needs. Champ Consulting provided the following consumer insights and product recommendations for the brand:

The main task or goal of consumers buying and using smart watches is to improve their efficiency and quality, including work efficiency, quality of life, health quality, etc. Consumers want to manage their time, tasks, information, health, etc. through smart watches, so as to improve their performance and feelings. Therefore, the brand can provide different functions and services for different tasks or goals, so that consumers can complete their tasks or goals more conveniently, quickly and accurately. For example, it can provide some seamless connections with other devices such as mobile phones, computers, tablets, etc., so that consumers can receive and process information anytime and anywhere, or provide some monitoring and reminders related to health, exercise, sleep, etc., so that consumers You can better pay attention to and improve your health.

The main motivation for consumers to buy and use smart watches is to meet their functional, social, emotional and other needs. Consumers not only need smart watches to help them accomplish tasks or goals, but also need smart watches to bring social and emotional values such as recognition, respect and self-confidence. Therefore, the brand can design and provide valuable smart watches from the motivation of consumers, so that consumers can feel the care and support of the brand, thereby enhancing consumer satisfaction and loyalty. For example, it can provide some smart watches with functional, emotional, symbolic and other values, or convey the brand's concept and values through some stories, slogans, images, etc., so as to resonate and connect with consumers.

The main obstacles for consumers to buy and use smart watches are the price, compatibility, endurance, and operability of smart watches. Consumers are sensitive to the price of smart watches and hope to buy cost-effective products. Consumers have high compatibility requirements for smart watches and want to be able to seamlessly connect with their other devices and applications. Consumers are not satisfied with the endurance of smart watches and hope to have a longer use time. Consumers are not familiar with the operability of smart watches and hope to have a simpler way of interaction. Therefore, the brand can provide some solutions and preferential policies for consumers' obstacles, so that consumers can more easily buy and use smart watches. For example, it can provide some services such as price concessions, installment payments, returns and exchanges, so that consumers can buy smart watches more confidently, or provide some chargers, data cables, adapters and other accessories, so that consumers can charge and connect smart watches more conveniently, or provide some voice, gesture, touch and other interactive methods, so that consumers can operate smart watches more naturally.

The main expectation of consumers to buy and use smart watches is that smart watches can bring more convenience, fun, innovation and surprise to themselves. Consumers hope that smart watches can exceed their expectations and bring some unexpected features and services to themselves. Consumers also hope that smart watches can match their own personality and style, and bring some unique experiences and feelings to themselves. Therefore, the brand can provide some innovative and personalized smart watches according to the expectations of consumers, so that consumers can discover and enjoy the charm of smart watches more. For example, some smart watches with cutting-edge technologies such as artificial intelligence, virtual reality, and augmented reality can be provided, so that consumers can explore and experience the possibilities of smart watches more, or provide some personalized, customized, and diversified Smart watches allow consumers to express and show their personality and style more.

The above is part of the consumer insights and product recommendations provided by Shangpu Consulting for the brand. More details and suggestions can be viewed on the official website of Shangpu Consulting. Through these consumer insights and product recommendations, Shangpu Consulting hopes to help the brand better analyze and meet consumer needs, and enhance the competitiveness and attractiveness of products.

4. Adopts Reds Marketing and Emotional Package Marketing to Increase Consumer Engagement and Loyalty

Reds marketing and meme marketing are two types of marketing that use social media and online culture to increase consumer engagement and loyalty. Reds marketing refers to the cooperation between brands and some people who have high influence and popularity on social media, such as online celebrities, stars, bloggers, etc., so that they can recommend, evaluate and share the brand's products or services, so as to increase the brand's exposure and trust and affect consumers' buying behavior. Expression package marketing means that the brand uses some popular pictures, words, videos, etc. on the Internet to produce some interesting, creative, and emotional expression packages, which are disseminated through social media and online platforms, thereby increasing brand awareness and goodwill Degree, stimulate consumer resonance and interaction.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Using celebrity marketing and emotic package marketing, Shangpu Consulting provided consumer research services for a well-known beverage brand to help the brand increase consumer engagement and loyalty. By cooperating with some influential celebrities, Shangpu Consulting allows them to recommend, evaluate, and share the brand's beverages on social media, thereby increasing the brand's exposure and trust and influencing consumers' purchase behavior. Shangpu consulting company also produces some interesting, creative and emotional emoticon packs, which are spread through social media and network platforms, so as to increase the popularity and goodwill of the brand and stimulate the resonance and interaction of consumers. Champ Consulting has provided the following cases and effects of red man marketing and expression package marketing for the brand:

Red marketing case: Shangpu Consulting Company cooperates with some red people who have high influence and popularity on social media such as tremolo, microblog and Little Red Riding Book, such as @ Li Jiaqi, @ Zhang Dayi and @ Chen He, so that they can recommend, evaluate and share the brand's drinks on their accounts. For example, @ Li Jiaqi introduced the taste, efficacy and price of the brand's drinks to the audience in his live broadcast room. At the same time, he also carried out some interactive games and lottery activities to give the audience the opportunity to get free trials and coupons of the brand's drinks. @ Zhang Dayi posted photos and videos of himself drinking the brand's drinks on his microblog, accompanied by some interesting words and topics, which attracted the attention and comments of fans. @ Chen He published an article about the brand's drinks in his little red book, detailing his feelings and experiences of drinking the brand's drinks. At the same time, he also invited fans to try the brand's drinks and gave his own score. The recommend, evaluation and sharing of these celebrities not only increase the exposure and trust of the brand's drinks, but also affect the purchasing behavior of consumers. According to the statistics of Shangpu consulting company, the sales volume and market share of the brand's beverage have been significantly improved after the marketing of red people.

Marketing case of expression package: Shangpu Consulting Company uses some popular pictures, words, videos, etc. on the Internet to produce some interesting, creative and emotional expression packages, which are spread through social media and network platforms such as WeChat, QQ and Weibo, so as to increase the popularity and goodwill of the brand's drinks and stimulate the resonance and interaction of consumers. For example, Champ Consulting has produced some emois related to the brand's drinks, such:

Image: A pooch sipping on the brand's drink, eyes glitrespectively, tongue sticking out and smiling contented.

Text: After drinking this drink, I am a happy Wang Xingren.

Image: A girl holding a drink from the brand, pouting at the camera, making a cute expression.

Text: This drink, sweet, just like you.

Image: A schoolboy holding a drink from the brand, gesturing to the camera and making a cool look.

Text: This drink, cool, just like me.

These emotiques not only show the characteristics and advantages of the brand's beverages, but also convey the style and temperament of the brand's beverages. At the same time, they also trigger consumers' laughter and emotions, making consumers more willing to interact with the brand's beverages. Close and connected. According to the statistics of Shangpu Consulting Company, the amount of communication and interaction of the brand's beverage expression package on social media and online platforms has been significantly improved after the marketing of the expression package.

The above is part of the cases and effects of red man marketing and expression package marketing provided by Shangpu Consulting Company for the brand. More details and suggestions can be viewed on the official website of Shangpu Consulting Company. Through these popular marketing and emotive package marketing, Shangpu Consulting hopes to help the brand increase consumer participation and loyalty, and enhance the brand's influence and affinity.

5. utilizationMeltwater Consumer Insights to Predict Social Media Hotspots and Evaluate Creative Dissemination

Meltwater consumer insight is a tool that uses artificial intelligence and big data analysis to predict social media hotspots and evaluate the effectiveness of creative communication. It can help brands understand consumer behavior, emotions, preferences and trends to develop more effective marketing strategies and ideas. Meltwater consumer insights can help brands:

Predict social media hotspots: Meltwater consumer insight can discover and predict topics, events, people, etc. that consumers care about through real-time monitoring and analysis of social media data, thus helping brands seize social media hotspots and develop more targeted and timely marketing strategies and ideas. For example, Meltwater consumer insight can discover and predict hot topics of consumer concern, such as Spring Festival movies, new crown vaccines, Spring Festival homecoming, etc., through the collection and processing of data on social media platforms such as Weibo, WeChat, and Douyin, thus helping brands to design and provide marketing content and activities that are more in line with consumers' interests and needs based on these hot topics.

Evaluating the effectiveness of creative communication: Meltwater consumer insights can help brands optimize and improve their marketing performance and effectiveness by evaluating the effectiveness of a brand's marketing strategy and creative communication through in-depth mining and analysis of social media data. For example, Meltwater consumer insight can evaluate the brand's marketing strategy and creative communication effect, such as exposure, interaction, sentiment analysis, topic analysis, influence analysis, etc., through the measurement and evaluation of data on social media platforms such as microblog, wechat and tremolo, so as to help brands understand their marketing advantages and disadvantages, and find out their marketing problems and improvement points.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Using Meltwater consumer insights, Champu Consulting provided consumer research services for a well-known clothing brand to help the brand predict social media hotspots and evaluate the effectiveness of creative communication. Through real-time monitoring and analysis of social media data, Shangpu Consulting discovers and predicts topics, events, people, etc. that consumers pay attention to, so as to help the brand seize the hot spots of social media and formulate more targeted and timely marketing strategies and ideas. Shangpu Consulting also evaluates the brand's marketing strategy and creative communication effect through in-depth mining and analysis of social media data, so as to help the brand optimize and improve its marketing performance and effect. Champ Consulting provided the brand with the following cases and results of social media hot spot prediction and creative communication effect evaluation:

Social media hot spot prediction case: Shangpu Consulting used Meltwater consumer insight to collect and process a large amount of consumer data from social media platforms such as Weibo, WeChat, and Shake Sound, and found and predicted hot topics of consumer concern, such as Spring Festival movies, new crown vaccines, and Spring Festival homecoming. According to these hot topics, the company provides the following marketing strategies and ideas for the brand:

Spring Festival movies: Shangpu Consulting found that consumers pay a lot of attention to Spring Festival movies. They will choose the movies they want to watch according to the type, leading role, word-of-mouth, box office, etc. Based on this information, Champ Consulting provided the following marketing strategies and ideas for the brand:

Marketing strategy: The brand can cooperate with some popular Spring Festival movies, and display the brand's clothing and beverage advertisements in cinemas, social media, online platforms and other channels to increase the brand's exposure and influence. At the same time, the brand can also attract consumers to buy the brand's clothing and beverages through some activities and discounts, and increase the brand's sales and market share. For example, the brand can launch some themed clothing and drinks related to movies, so that consumers can wear and drink the brand's products and feel the atmosphere and emotion of the movie, or the brand can provide some movie tickets, movie surroundings, movie souvenirs, etc. As gifts or prizes, so that consumers can enjoy the fun and surprises of movies more.

Marketing creativity: The brand can use some movie-related pictures, text, videos, etc. to produce some interesting, creative, and emotional advertisements and content, and spread them through social media and online platforms, thereby increasing the brand's popularity and Good feeling, stimulate consumer resonance and interaction. For example, the brand can use the classic lines, scenes, characters, etc. of some movies to produce some interesting expression packs, so that consumers can use the brand's expression packs to express their feelings and feelings, or the brand can use some movies. The plot, theme, style, etc., produce some creative videos, so that consumers can see the performance and effect of the brand's clothing and beverages in the movie.

New crown vaccine: Champ Consulting has found that consumers are highly concerned about the new crown vaccine, and they will choose whether to vaccinate themselves based on the development, production, vaccination, effectiveness, and safety of the new crown vaccine. Based on this information, Champ Consulting provided the following marketing strategies and ideas for the brand:

Marketing strategy: the brand can cooperate with some institutions and personnel related to the research and development, production and vaccination of the new crown vaccine to improve the brand's exposure and trust by displaying the brand's clothing and beverage advertisements in hospitals, communities, schools, enterprises and other places. At the same time, the brand can also encourage consumers to be vaccinated against the new crown through a number of activities and offers to increase the brand's sense of social responsibility and public image. For example, the brand can introduce some themed clothing and beverages related to the new crown vaccine so that consumers can wear and drink the brand's products and feel the importance and significance of the new crown vaccine, or the brand can provide some certificates, coupons, gifts, etc. of the new crown vaccine as rewards or incentives so that consumers can participate more in and support the new crown vaccine.

Marketing creativity: The brand can use some pictures, text, videos, etc. related to the new crown vaccine to produce some interesting, creative and emotional advertisements and content, which can be disseminated through social media and online platforms, thereby increasing the brand's visibility and goodwill, and stimulating consumer resonance and interaction. For example, the brand can use some knowledge, data, stories, etc. of the new crown vaccine to produce some interesting cartoons, charts, articles, etc., so that consumers can use the content of the brand to understand and learn the relevant information of the new crown vaccine, or the brand can use the effect, safety, meaning, etc. of some new crown vaccine to produce some creative videos, songs, slogans, etc, allow consumers to use the brand's content to express and disseminate their views and attitudes about the new crown vaccine.

Going home during the Spring Festival: Shangpu Consulting found that consumers pay a lot of attention to going home during the Spring Festival. They will choose whether to go home for the New Year based on their family, work, and health. Based on this information, Champ Consulting provided the following marketing strategies and ideas for the brand:

Marketing strategy: The brand can cooperate with some institutions and personnel related to Spring Festival, tourism, hotels, etc., by displaying the brand's clothing and beverage advertisements in railway stations, airports, highways, hotels and other places, to improve the brand's Exposure and influence. At the same time, the brand can also help consumers go home for the New Year through some activities and discounts, and increase the brand's humanistic care and warmth. For example, the brand can launch some themed clothing and beverages related to returning home during the Spring Festival, so that consumers can wear and drink the brand's products and feel the joy and warmth of returning home during the Spring Festival, or the brand can provide some Spring Festival travel tickets, Travel packages, hotel accommodation, etc. as gifts or prizes, so that consumers can go home more easily for the New Year.

Marketing creativity: The brand can use some pictures, text, videos, etc. related to returning home during the Spring Festival to produce some interesting, creative, and emotional advertisements and content, which can be disseminated through social media and online platforms, thereby increasing the brand's The popularity and favorability stimulate consumer resonance and interaction. For example, the brand can use some scenes, stories, characters, etc. of returning home during the Spring Festival to produce some interesting facial expressions, stickers, cards, etc., so that consumers can use the content of the brand to express and share their feelings and feelings of returning home during the Spring Festival, or the brand can use some customs, blessings, gifts, etc. of returning home during the Spring Festival to produce some creative videos, songs, blessings, etc, let consumers use the brand's content to bless and thank their family and relatives.

The above is part of the cases and results of social media hot spot prediction and creative communication effect evaluation provided by Shangpu consulting company for the brand. More details and suggestions can be viewed on the official website of Shangpu consulting company. Through these social media hot spot predictions and creative communication effect evaluations, Shangpu Consulting hopes to help the brand understand and use consumer behavior, emotions, preferences and trends to develop more effective marketing strategies and ideas.

6. Conclusion

Consumer research is an important part of marketing, it can help companies understand consumer needs, preferences, behavior and motivation, so as to develop effective marketing strategies and ideas. However, with the change of the market environment and the diversification of consumers, the traditional consumer research methods can no longer meet the needs of enterprises, and need continuous innovation and breakthrough. By introducing several successful cases of Shangpu Consulting Company, this paper shows the innovative methods and creative achievements of consumer research, including the use of social media data and consumer insights to obtain unlimited marketing ideas, the use of JTBD theory to analyze the real needs of consumers and product characteristics, and the use of popular marketing and expression package marketing to improve consumer participation and loyalty, as well as using Meltwater consumer insights to predict social media hotspots and evaluate the effectiveness of creative communication. The purpose of this paper is to provide some inspiration and enlightenment for the practitioners and researchers of consumer research, and promote the development and innovation of consumer research.