Purpose of 1. Consumer Research

The purpose of consumer research is to help companies better understand and meet consumer needs, thereby improving market competitiveness and profitability. Specifically, consumer research can help companies achieve the following goals:

Market analysis: Consumer research can help companies analyze the size, structure, trends, opportunities and threats of the market, as well as the characteristics, distribution, quantity and potential of consumers, so as to determine the target market and market segments, and formulate corresponding market positioning and differentiation strategies.

Product development: Consumer research can help companies understand consumer needs, pain points, expectations and preferences, as well as consumer evaluation and feedback on existing products, so as to determine the function, design, quality, price and packaging of products, as well as product innovation and improvement.

Marketing communication: Consumer research can help companies understand consumer perceptions, attitudes, emotions and behavior, as well as consumer information sources, channels and influencing factors, so as to determine marketing objectives, information, media and means, as well as marketing testing and evaluation.

Customer relationship: Consumer research can help companies understand consumer satisfaction, loyalty, complaints and suggestions, as well as consumer value and life cycle, so as to determine customer classification, maintenance, reward and retention strategies, as well as improve customer satisfaction and loyalty.

2. the object of consumer research

The object of consumer research refers to the consumer group that enterprises need to understand and meet, which can be divided and selected according to different standards. Generally speaking, the objects of consumer research can be divided into the following categories:

Existing customers: Existing customers are consumers who have purchased or used the products or services of the enterprise. They are the main source of income and loyal supporters of the enterprise, as well as an important source of information and word-of-mouth disseminator of the enterprise. Companies should regularly conduct consumer research on existing customers to understand their satisfaction, loyalty, changes in demand and suggestions for improvement, so as to improve their satisfaction and loyalty, as well as increase their repurchase rate and recommendation rate.

Potential customers: potential customers are consumers who are likely or willing to buy or use the products or services of the enterprise. They are potential sources of income and future supporters of the enterprise, as well as important market opportunities and competitive advantages of the enterprise. Companies should constantly conduct consumer research on potential customers to understand their needs, pain points, expectations and preferences, etc., so as to determine their purchase motivations and obstacles, as well as develop appropriate marketing strategies and promotional measures.

Competitor's customers: Competitor's customers are consumers who have purchased or used competitors' products or services, who are potential threats and challenges to the business, as well as important market information and competitive analysis for the business. Companies should conduct consumer research on competitors' customers in a timely manner to understand their evaluation and feedback on competitors, as well as their willingness and conditions to switch, so as to determine the strengths and weaknesses of competitors, and formulate corresponding competitive strategies and countermeasures.

Content of 3. Consumer Research

The content of consumer research refers to all aspects of consumers that companies need to understand and satisfy. It can be selected and designed according to different purposes and objects. In general, the content of consumer research can be divided into the following categories:

Consumer characteristics: Consumer characteristics refer to the basic attributes of consumers, such as age, gender, education, income, occupation, family, region, etc., which can help enterprises understand the basic situation and distribution of consumers, as well as the segmentation and positioning of consumers.

Consumer demand: Consumer demand refers to the motivation and purpose of consumers to buy or use products or services, such as function, quality, price, convenience, safety, comfort, beauty, personality, etc., which can help enterprises understand the pain points and expectations of consumers, as well as product development and innovation.

Consumer cognition: Consumer cognition refers to consumers' knowledge and understanding of products or services, such as characteristics, advantages, disadvantages, differences, brands, word of mouth, etc., which can help enterprises understand consumers' information level and preferences, as well as marketing communication and testing.

Consumer attitude: Consumer attitude refers to the consumer's evaluation and feelings of products or services, such as satisfaction, loyalty, trust, preference, recommend, etc., which can help enterprises understand the emotion and loyalty of consumers, as well as the relationship and maintenance of customers.

Consumer behavior: Consumer behavior refers to the process and results of consumers' purchase or use of products or services, such as purchase frequency, purchase volume, purchase channels, purchase methods, purchase time, purchase scenarios, purchase influencing factors, etc. It can Help companies understand consumer behavior patterns and habits, as well as conduct market analysis and forecasting.

Methods of 4. Consumer Research

The method of consumer research refers to the ways and means by which enterprises collect and analyze consumer information, which can be divided into two categories: quantitative research and qualitative research.

Quantitative research: Quantitative research refers to the quantitative measurement and analysis of consumer characteristics, needs, perceptions, attitudes and behaviors using mathematical and statistical methods to obtain objective and verifiable data andConclusion. The advantage of quantitative research is that it can cover a large number of samples, improve the representativeness and credibility of the research, and make accurate calculations and inferences. The disadvantages of quantitative research are the inability to gain insight into consumers' motivations and feelings, and the neglect of individual differences and complexities of consumers. The common methods of quantitative research are: questionnaire survey, experimental research, observation research and so on.

Questionnaire survey: questionnaire survey refers to collecting consumers' answers and opinions through designing and distributing a series of questions to understand consumers' characteristics, needs, cognition, attitude and behavior. The advantage of questionnaire survey is that a large amount of data can be collected, as well as standardized and quantitative analysis. The disadvantage of questionnaire survey is that it can not obtain the deep-seated information of consumers, and is influenced by the subjectivity and prejudice of consumers. The notes of the questionnaire are: the design of the question, the selection of the sample, the collection of the data, the analysis of the data, etc.

Experimental research: Experimental research refers to observing and measuring consumers' reactions and results by controlling and changing some variables to understand consumers' needs, cognition, attitudes and behaviors. The advantages of experimental research are the determination of cause and effect, as well as precise and reproducible tests. The disadvantage of experimental research is the inability to simulate real consumption scenarios and the limitations of experimental conditions and methods. Considerations for experimental research include the definition of variables, the design of experiments, the execution of experiments, and the evaluation of experiments.

Observational research: Observational research refers to the direct or indirect observation and recording of consumer behavior and phenomena to understand consumer needs, cognition, attitudes and behavior. The advantage of observational research is the ability to obtain real and natural data, as well as intuitive and visual analysis. The disadvantage of observational research is the inability to understand the intrinsic motivations and feelings of consumers, as well as the subjectivity and bias of the observer. Observational research notes are: the purpose of observation, the object of observation, the method of observation, the record of observation, etc.

Qualitative research: Qualitative research refers to the use of non-mathematical and non-statistical methods to describe and understand consumers' characteristics, needs, perceptions, attitudes and behaviors in depth in order to obtain subjective and multivariate data andConclusion. The advantage of qualitative research is that it provides insight into consumers' motivations and feelings, as well as taking into account their individual differences and complexities. The disadvantage of qualitative research is that it cannot cover a large number of samples, reduces the representativeness and credibility of the research, and is difficult to make accurate calculations and inferences. The common methods of qualitative research are: interview research, focus group, case study, etc.

Interview research: Interview research refers to the collection of consumers' views and feelings through one-to-one or many-to-one conversations with consumers to understand their characteristics, needs, perceptions, attitudes and behaviors. The advantage of interview research is that it can obtain in-depth information of consumers and carry out flexible and interactive communication. The disadvantages of interview research are the inability to collect large amounts of data and the subjectivity and bias of consumers and interviewers. The attentions of interview research are: the purpose of the interview, the object of the interview, the way of the interview, the content of the interview, etc.

Focus group: Focus group refers to the collection of consumers' opinions and feelings by inviting a group of consumers to have a collective discussion, so as to understand the characteristics, needs, cognition, attitude and behavior of consumers. The advantage of focus groups is that they can obtain diverse and rich information of consumers, as well as dynamic and creative communication. The disadvantages of focus groups are the inability to collect large amounts of data and the subjectivity and bias of consumers and moderators. Focus group considerations include: the purpose of the focus group, the members of the focus group, the venue of the focus group, the process of the focus group, etc.

Case study: Case study refers to the collection and integration of consumer information through the selection and analysis of one or more representative or typical consumers or consumer situations to understand the characteristics, needs, perceptions, attitudes and behaviors of consumers. The advantage of case study is to obtain comprehensive and detailed information of consumers, as well as systematic and comprehensive analysis. The disadvantages of case studies are the inability to collect large amounts of data and the subjectivity and bias in the selection and interpretation of cases. The matters needing attention of case study are: case selection, case description, case analysis, case summary, etc.

Tools 5. Consumer Research

Consumer research tools refer to the various devices and software that companies use to assist and support consumer research, which can help companies improve the efficiency and quality of consumer research. In general, consumer research tools can be divided into the following categories:

Data collection tools: Data collection tools refer to tools used to collect consumer information, such as questionnaires, voice recorders, cameras, scanners, counters, sensors, etc., which can help companies quickly and accurately obtain consumer data and feedback.

Data analysis tools: Data analysis tools are tools used to analyze consumer information, such as statistical software, charting software, text analysis software, data mining software, data visualization software, etc., which can help companies effectively and deeply process and interpret consumer data and results.

Data presentation tools: Data presentation tools are tools used to present consumer information, such as reports, presentations, charts, videos, audio, etc., which can help companies clearly and vividly display and convey consumer data andConclusion。

The Case of 6. Consumer Research

The case of consumer research refers to the example of enterprises using consumer research strategies and methods to solve consumer-related problems and challenges and achieve consumer-related goals and values in the actual market environment. It can help enterprises learn and learn from the experience and lessons of consumer research. The following are some cases of Champ Consulting in consumer research:

Case 1: Shangpu Consulting provides consumer research services for an internationally renowned sports brand to help it understand consumer needs and preferences in the Chinese market, as well as product innovation and market strategy formulation. Shangpu Consulting adopts a combination of quantitative and qualitative methods, conducts in-depth research on consumers in the target market, including questionnaire surveys, interview studies, focus groups, observation studies, etc., collects a large amount of data and information, and uses data Analysis and data presentation tools to effectively process and explain the data, presenting clear and vivid reports and demonstrations, provides valuable insights and recommendations to customers. The consumer research service of Shangpu Consulting helps customers discover the needs, pain points, expectations and preferences of consumers in the Chinese market, as well as market opportunities and threats, thus providing strong support and guidance for customers' product innovation and market strategy formulation.

Case 2: Shangpu Consulting provides consumer research services for a leading domestic e-commerce platform to help it understand consumer satisfaction and loyalty, and maintain and improve customer relationships. Shangpu Consulting adopts a combination of quantitative and qualitative methods, conducts a comprehensive survey of existing customers and potential customers, including questionnaire surveys, interview studies, case studies, etc., collects a large amount of data and information, and uses data analysis and The tools of data presentation have effectively processed and explained the data, and presented clear and vivid reports and demonstrations, provides valuable insights and recommendations to customers. The consumer research service of Shangpu Consulting helps customers understand consumer satisfaction, loyalty, trust, preference, recommend, etc., as well as customer classification, maintenance, reward and retention strategies, thus providing strong support and guidance for the maintenance and promotion of customer relationship.

Conclusion

Consumer research is an important part of marketing, it can help enterprises to understand and meet the needs of consumers, so as to improve market competitiveness and profitability. Consumer research needs to be reasonably planned and designed according to the purpose, object, content, methods and tools of consumer research to ensure the efficiency and quality of consumer research. As a professional market consulting company, Shangpu Consulting has rich experience and ability in consumer research. It can provide customized consumer research services for enterprises, help enterprises solve consumer-related problems and challenges, and achieve consumer-related goals and values.