Purpose and types of 1. consumer research

The purpose of consumer research is to answer the following questions:

-Who are our target consumers? What are their characteristics and needs?

-Can our products or services meet the needs of consumers? What are our competitive advantages and disadvantages?

-What are our market positioning and brand image? What are consumers' perceptions and attitudes towards us?

-Are our marketing strategies and campaigns effective and how can we improve and optimize them?

According to different purposes, consumer research can be divided into the following types:

-Market research: focuses on the size, structure, trends and opportunities of the market, as well as the situation and strategies of competitors.

-Demand research: focuses on consumer needs, motivations, expectations and barriers, as well as the function, performance and value of the product or service.

-Satisfaction survey: mainly focuses on consumers' experience, satisfaction and loyalty to the product or service, as well as the advantages and disadvantages of the product or service.

-Brand research: mainly focuses on brand positioning, image, popularity and reputation, as well as consumers' cognition, attitude and emotion towards the brand.

-Marketing research: focuses on the design, execution and effectiveness of marketing activities, as well as consumer feedback and suggestions.

Design and Implementation of 2. Consumer Research

The design and implementation of consumer research mainly includes the following steps:

-Determine the objectives and problems of the research: clarify the purpose and scope of the research, formulate the problems and assumptions of the research, and determine the key points and difficulties of the research.

-Select research methods and tools: According to the objectives and problems of the research, select the appropriate research methods and tools, such as quantitative research or qualitative research, questionnaire or interview survey, observation or experimental method.

-Design research plan and sample: design the process and details of the research, such as the time, place, frequency and duration of the research, the content, form and language of the research, the size, structure and source of the research sample.

-Implement research and data collection: according to the research plan, implement research activities, such as issuing questionnaires, conducting interviews, observing behaviors, testing products, etc., and collect and sort out research data, such as numbers, text, pictures, videos, etc.

-Check the quality and validity of the data: check whether the research data is complete, accurate, consistent and credible, eliminate or correct errors, deviations and anomalies of the data, and ensure the quality and validity of the data.

Analysis and reporting of 3. consumer research

The analysis and reporting of consumer research mainly includes the following steps:

-Analyze the characteristics and laws of the data: use statistics, mathematics and logic to carry out descriptive analysis, inferential analysis and correlation analysis of the data to find out the characteristics and laws of the data, such as mean, standard deviation, correlation coefficient, regression equation, etc.

-Explain the meaning and impact of the data: use the theories of psychology, sociology and economics to carry out explanatory analysis, causal analysis and predictive analysis of the data to reveal the meaning and impact of the data, such as the motivation of demand, the influence factors of satisfaction, the value of the brand, etc.

-Proposed dataConclusionand recommendations: based on the analysis and interpretation of the data,ConclusionAnd suggestions, such as market opportunities and threats, product strengths and weaknesses, brand optimization and innovation, marketing strategies and measures.

-Write reports and presentation of data: based on dataConclusionand recommendations, writing reports and presentation of data, such as the structure, content and format of the report, the type, number and style of charts, and the simplicity, clarity and strength of the language.

Cases and Enlightenment of 4. Consumer Research

The following are some cases and implications of consumer research provided by Champ Consulting to clients:

-Case 1: Conduct market research for a FMC company to analyze its competitiveness and growth potential in the Chinese market. Using a combination of quantitative and qualitative methods, Shangpu Consulting has collected a large amount of first-hand and second-hand data through questionnaires, interview surveys and market observations, and conducted an in-depth analysis of the size, structure, trends and opportunities of the market, as well as the situation and strategies of competitors. Shangpu Consulting found that the FMC's share and popularity in the Chinese market is low, mainly because its product positioning and brand image do not meet the needs and preferences of Chinese consumers. It is recommended that the company adjust the functions of its products, Performance and price, as well as the slogan, logo and color of its brand, to adapt to the characteristics and changes of the Chinese market.

-Case 2: Conduct demand research for an automotive company to analyze the needs, motivations and expectations of its target consumers. Champ Consulting has used a qualitative-based approach to collect a wealth of qualitative data through interview surveys, focus groups and experimental methods to provide a profound explanation of consumer needs, motivations and expectations. Shangpu consulting company found that the target consumers of the automobile company are high-income, high-education and high-grade urban elites. Their demand for cars is not only a means of transportation, but also a symbol of personal image and social status. Their motivation is to pursue quality, innovation and personality. Their expectation is that cars can provide high-end, intelligent and customized services. Shangpu Consulting recommends that the car company focus on highlighting the brand value, technical advantages and personalized choices of its cars in product development and marketing to meet the needs, motivations and expectations of consumers.

-Case 3: Conduct a satisfaction survey for a catering company to analyze the experience, satisfaction and loyalty of its consumers to its products and services. Shangpu Consulting Company adopts a quantitative-based method. Through questionnaire survey, online evaluation and consumption records, it collects a large amount of quantitative data to objectively evaluate consumers' experience, satisfaction and loyalty. Shangpu Consulting Company found that the consumers of the catering company have higher experience and satisfaction with its products and services, mainly due to the taste, quality and hygiene of its products, as well as the speed, attitude and environment of its services, but its The consumer's loyalty is low, mainly due to the price, variety and innovation of its products, as well as the differentiation and personalization of its services, it is suggested that the catering company should improve the rationality of its price, the diversity of its types and the frequency of innovation, as well as the differentiation and personalization of its services, so as to enhance the loyalty of consumers.

-Case 4: Conduct brand research for a clothing company to analyze its brand positioning, image, popularity and reputation, as well as consumers' cognition, attitude and emotion towards the brand. Shangpu Consulting Company uses a combination of quantitative and qualitative methods, through questionnaires, interviews and brand association, collected a large number of first-hand and second-hand data, brand positioning, image, popularity and reputation, as well as consumer awareness of the brand, attitude and emotion of a comprehensive analysis. Shangpu Consulting Company found that the brand positioning of the clothing company is fashionable, elegant and high-quality, its brand image is simple, exquisite and elegant, and its brand popularity and reputation are relatively high, but the emotional connection between its brand and consumers is weak. The main reason is that its brand communication and interaction are insufficient. It is suggested that the clothing company should focus on brand communication and interaction, increase the story of its brand, emotional and interactive, in order to enhance consumer brand recognition and love.

-Case 5: Conduct marketing research for a travel company to analyze the design, implementation and effectiveness of its marketing activities, as well as consumer feedback and suggestions. Shangpu Consulting has adopted a quantitative-based approach, collecting a large amount of quantitative data through questionnaires, online evaluations and sales data, and systematically evaluating the design, implementation and effectiveness of marketing activities. Shangpu Consulting Company found that the design and execution of the tourism company's marketing activities are relatively successful, mainly due to the theme, content and form of its marketing activities, as well as the selection and combination of its marketing channels, but the effect of its marketing activities is not satisfactory. The main reason is the goal, budget and evaluation of its marketing activities, as well as the matching and attractiveness of its marketing activities with consumers, it is suggested that the travel company should clarify the objectives, budget and evaluation of its marketing activities, and improve the matching and attractiveness of its marketing activities with consumers, so as to improve the effectiveness and value of marketing activities.