For detailed cases, please contact the consultant.
400-969-2866

2024-07-18 16:48:13 来源:尚普咨询 浏览量:0
一、消费者调研的目的和类型
消费者调研的目的是为了回答以下几个问题:
- 谁是我们的目标消费者?他们有什么特征和需求?
- 我们的产品或服务能否满足消费者的需求?我们的竞争优势和劣势是什么?
- 我们的市场定位和品牌形象是什么?消费者对我们的认知和态度是什么?
- 我们的市场策略和营销活动是否有效?我们可以如何改进和优化?
根据不同的目的,消费者调研可以分为以下几种类型:
- 市场调研:主要关注市场的规模、结构、趋势和机会,以及竞争对手的情况和策略。
- 需求调研:主要关注消费者的需求、动机、期望和障碍,以及产品或服务的功能、性能和价值。
- 满意度调研:主要关注消费者对产品或服务的使用体验、满意度和忠诚度,以及产品或服务的优点和缺点。
- 品牌调研:主要关注品牌的定位、形象、知名度和美誉度,以及消费者对品牌的认知、态度和情感。
- 营销调研:主要关注营销活动的设计、执行和效果,以及消费者的反馈和建议。
二、消费者调研的设计和实施
消费者调研的设计和实施主要包括以下几个步骤:
- 确定调研目标和问题:明确调研的目的和范围,制定调研的问题和假设,确定调研的重点和难点。
- 选择调研方法和工具:根据调研的目标和问题,选择合适的调研方法和工具,如定量调研或定性调研,问卷调查或访谈调查,观察法或实验法等。
- 设计调研方案和样本:设计调研的流程和细节,如调研的时间、地点、频率和时长,调研的内容、形式和语言,调研的样本的规模、结构和来源等。
- 实施调研和收集数据:按照调研方案,执行调研活动,如发放问卷、进行访谈、观察行为、测试产品等,收集并整理调研的数据,如数字、文字、图片、视频等。
- 检验数据的质量和有效性:检查调研的数据是否完整、准确、一致和可信,排除或修正数据的错误、偏差和异常,确保数据的质量和有效性。
三、消费者调研的分析和报告
消费者调研的分析和报告主要包括以下几个步骤:
- 分析数据的特征和规律:运用统计学、数学和逻辑等方法,对数据进行描述性分析、推断性分析和关联性分析,找出数据的特征和规律,如平均值、标准差、相关系数、回归方程等。
- 解释数据的意义和影响:运用心理学、社会学和经济学等理论,对数据进行解释性分析、因果性分析和预测性分析,揭示数据的意义和影响,如需求的动因、满意度的影响因素、品牌的价值等。
- 提出数据的Conclusion和建议:根据数据的分析和解释,提出数据的Conclusion和建议,如市场的机会和威胁、产品的优势和劣势、品牌的优化和创新、营销的策略和措施等。
- 编写数据的报告和呈现:根据数据的Conclusion和建议,编写数据的报告和呈现,如报告的结构、内容和格式,图表的类型、数量和样式,语言的简洁、清晰和有力等。
四、消费者调研的案例和启示
以下是一些尚普咨询公司为客户提供的消费者调研的案例和启示:
- 案例一:为一家快消品公司进行市场调研,分析其在中国市场的竞争力和增长潜力。尚普咨询公司采用了定量和定性相结合的方法,通过问卷调查、访谈调查和市场观察,收集了大量的一手和二手数据,对市场的规模、结构、趋势和机会,以及竞争对手的情况和策略进行了深入的分析。尚普咨询公司发现,该快消品公司在中国市场的份额和知名度较低,主要原因是其产品的定位和品牌的形象不符合中国消费者的需求和偏好,建议该公司调整其产品的功能、性能和价格,以及其品牌的口号、标志和色彩,以适应中国市场的特点和变化。
- 案例二:为一家汽车公司进行需求调研,分析其目标消费者的需求、动机和期望。尚普咨询公司采用了定性为主的方法,通过访谈调查、焦点小组和实验法,收集了丰富的质性数据,对消费者的需求、动机和期望进行了深刻的解释。尚普咨询公司发现,该汽车公司的目标消费者是高收入、高教育、高品位的城市精英,他们对汽车的需求不仅是交通工具,更是个人形象和社会地位的象征,他们的动机是追求品质、创新和个性,他们的期望是汽车能够提供高端、智能和定制的服务。尚普咨询公司建议该汽车公司在产品开发和市场营销上,注重突出其汽车的品牌价值、技术优势和个性化选择,以满足消费者的需求、动机和期望。
- 案例三:为一家餐饮公司进行满意度调研,分析其消费者对其产品和服务的使用体验、满意度和忠诚度。尚普咨询公司采用了定量为主的方法,通过问卷调查、网上评价和消费记录,收集了大量的量化数据,对消费者的使用体验、满意度和忠诚度进行了客观的评估。尚普咨询公司发现,该餐饮公司的消费者对其产品和服务的使用体验和满意度较高,主要原因是其产品的口味、质量和卫生,以及其服务的速度、态度和环境,但是其消费者的忠诚度较低,主要原因是其产品的价格、种类和创新,以及其服务的差异化和个性化,建议该餐饮公司在产品和服务上,提高其价格的合理性、种类的多样性和创新的频率,以及其服务的差异化和个性化,以提升消费者的忠诚度。
- 案例四:为一家服装公司进行品牌调研,分析其品牌的定位、形象、知名度和美誉度,以及消费者对品牌的认知、态度和情感。尚普咨询公司采用了定量和定性相结合的方法,通过问卷调查、访谈调查和品牌联想,收集了大量的一手和二手数据,对品牌的定位、形象、知名度和美誉度,以及消费者对品牌的认知、态度和情感进行了全面的分析。尚普咨询公司发现,该服装公司的品牌定位是时尚、优雅和高质,其品牌形象是简约、精致和高雅,其品牌知名度和美誉度较高,但是其品牌与消费者的情感联系较弱,主要原因是其品牌的传播和互动不足,建议该服装公司在品牌的传播和互动上,增加其品牌的故事性、情感性和互动性,以增强消费者对品牌的认同和喜爱。
- 案例五:为一家旅游公司进行营销调研,分析其营销活动的设计、执行和效果,以及消费者的反馈和建议。尚普咨询公司采用了定量为主的方法,通过问卷调查、网上评价和销售数据,收集了大量的量化数据,对营销活动的设计、执行和效果进行了系统的评价。尚普咨询公司发现,该旅游公司的营销活动的设计和执行较为成功,主要原因是其营销活动的主题、内容和形式,以及其营销渠道的选择和组合,但是其营销活动的效果不尽如人意,主要原因是其营销活动的目标、预算和评估,以及其营销活动与消费者的匹配度和吸引力,建议该旅游公司在营销活动上,明确其营销活动的目标、预算和评估,以及提高其营销活动与消费者的匹配度和吸引力,以提高营销活动的效果和价值。
Consulting Services
economic database
See more>Brand Rankings
See more>Shangpu Consulting Group: Market Survey of Top Ten Brands of imported Fruits in January 2023
Shangpu Consulting Group: Market Research on Top Ten New Products of Electrical Appliances in December 2022
Shangpu Consulting Group: Market Survey of Top Ten Popular Brands in January 2023
Shangpu Consulting Group: Market Research on Top Ten Brands of Home Administration Cleaning in January 2023
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
Research Module | research content | ||||||
---|---|---|---|---|---|---|---|
Market research | Industry status | market capacity | Product Application | channel mode | Supply chain | market competition | Market Consulting |
Competitor Research | Enterprise background | Enterprise Finance | Sales Data | Market Strategy | Production Equipment | Supply Procurement | Technology R & D |
warehousing logistics | channel construction | Human Resources | Enterprise Strategy | ||||
User Research | Consumer Survey | consumption behavior attitude | Publicity/Promotion | Product Service | Brand Research | consumer characteristics | |
satisfaction survey | Employee satisfaction | user satisfaction | |||||
Market Entry Advisory | Macro Industry Research | competitive enterprise research | Downstream User Research | Channel Research | Due Diligence | Return on Investment | |
Floor module | Landing implementation recommendations | Long-term cooperation | |||||
Business investment due diligence | Target industry market investment value due diligence | Industry Benchmarking Enterprise Research | Target Enterprise Credit Assessment Report | Project investment due diligence | |||
industry planning | Market research | market access | development strategy | investment location | Acquisition and integration | IPO Fundraising | |
Credit Report | Basic information | Major Events | Production/Operation Network | enterprise scale | Operating strength | Financial strength | Legal risk |
Future business prediction | Overall credit rating | cooperative risk warning | |||||
Brand/Sales Proof | Market Share Proof | Market Share Proof | Proof of brand strength | Industry Proof | Specialized new proof | Proof of sales strength | Proof of technological leadership |
National/Global Status Certificate |
15 Year
Champ Consulting has been established for 15 years.
48 Intellectual Property Rights
Independent methodology
80% of the information comes from first-hand research.
118 Billionth
Self-built database 11.8 billion
Covering 1978 industries in China
0.1 billion new data per year
Industry Big Data Platform
118 +
Have a 300 team of professional consultants
Practical operation and management experience of top enterprises
88% of members have international PMP certificates
48 Item
Independent methodology
48 independent intellectual property rights
high-tech enterprise
Industry Big Data Platform
400-969-2866