Definition and Purpose of Consumer Research

Consumer research, also known as consumer market research, refers to the study of the basic characteristics of the market environment (politics, law, society, culture, technology, etc.), demographic characteristics, lifestyle, economic level, etc., and the use of various Market research techniques and methods are used to study the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use.

The main purpose of consumer research is to help companies better understand and meet consumer needs and expectations, improve the quality and competitiveness of products and services, enhance brand influence and loyalty, optimize market strategies and marketing activities, and increase Market share and profit margins to achieve sustainable development of enterprises.

Content and methods of consumer research

The content of consumer research mainly includes the basic situation of consumers, purchase motivation and cognitive ability, purchase behavior and process, use and evaluation after purchase. Specifically, research can be conducted from the following aspects:

The basic information of consumers, including age, gender, education level, occupation, marital status, personal income, family income, family structure, geographical location, consumption level, consumption habits, consumption psychology, etc., to understand the demographic characteristics of consumers, Socio-economic characteristics, lifestyle characteristics, etc.

Consumers' purchase motivation and cognitive ability, including consumers' demand, preference, expectation, belief, attitude, perception, knowledge, understanding, memory, etc. for products or services, to understand consumers' psychological characteristics, values, purchase intention, etc.

Consumer purchase behavior and process, including consumer purchase frequency, purchase volume, purchase time, purchase location, purchase method, purchase channel, purchase decision maker, purchase influencers, purchase stage, purchase barriers, purchase incentives, etc., to understand consumer behavior characteristics, purchase patterns, purchase paths, etc.

Consumers' use and evaluation after purchase, including consumers' use frequency, use mode, use effect, use satisfaction, use loyalty, use feedback, use suggestions, use complaints, etc., to understand consumers' use characteristics, use experience, use evaluation, etc.

The methods of consumer research are divided into two main categories: qualitative analysis techniques and quantitative analysis techniques. Specifically, the following methods can be used:

Qualitative analysis techniques are mainly used to deeply explore the motivations, processes and mechanisms of consumers' psychology and behavior, to obtain consumers' deep insights and feelings, and to provide the basis and direction for quantitative analysis. Commonly used qualitative analysis techniques include focus seminars, group discussions, in-depth interviews, projection methods, observation methods, and experimental methods.

Quantitative analysis technology is mainly used to quantify the characteristics, laws and trends of consumers' psychology and behavior, obtain the data and information of consumers' universality and universality, and provide support and verification for qualitative analysis. Commonly used quantitative analysis techniques include questionnaires, telephone interviews, online surveys, sample surveys, experimental designs, and statistical analysis.

Models and Applications of Consumer Research

The model of consumer research refers to the theoretical framework and tools used to analyze and explain consumer behavior, which can help companies better understand consumer needs and motivations, predict consumer behavior and reactions, and formulate effective market strategies and marketing activities. There are many models for consumer research, and this article describes only a few commonly used models, as follows:

The U & A model, or the Usage Habits and Attitudes Model, is a model used to assess consumer usage and attitudes towards products or services and is widely used in consumer research on fast-moving consumer goods and consumer durables. The main contents of the U & A model include a series of indicators such as consumers' cognition of products or services, usage and purchase habits, satisfaction evaluation, media habits, and attitudes towards marketing activities, which can help enterprises understand consumers' needs and preferences, determine target markets and market segments, optimize product positioning and brand management, and formulate effective pricing strategies and promotional activities.

The AIDMA model, the attention, interest, desire, memory, action model, is a model used to describe the psychological process of consumers from exposure to information to the final purchase, and is widely used in consumer research in advertising and communication. The main content of the AIDMA model includes five stages of consumers' attention, interest, desire, memory and action to information, which can help companies understand the consumer's purchase decision-making process, determine effective information transmission and communication methods, and improve the effectiveness and impact of advertising and communication.

The STP model, I .e., the segmentation, positioning, and positioning model, is a model used to develop marketing strategies and is widely used in consumer research in marketing. The main content of the STP model includes three steps: market segmentation, target market selection, and product positioning, which can help companies understand the structure and characteristics of the market, identify the most potential and valuable consumer groups, and design the most suitable and attractive products and services for consumers.

NPS model, the net recommend value model, is a model used to evaluate consumers' loyalty and willingness to recommend, and is widely used in consumer research in customer relationship management. The main content of the NPS model is through a simple question, namely, "How likely are you to recommend our products or services to your friends or colleagues?" to measure consumer satisfaction and loyalty, according to the consumer's answer, consumers are divided into three categories: recommenders, neutrals and derogators, and the net recommend value is calculated, I .e. the proportion of recommenders minus the proportion of derogators, as a measure of consumer loyalty and willingness to recommend.

The model of consumer research can help companies conduct consumer research more effectively, but it is also necessary to pay attention to the following points:

The model of consumer research is not static, but needs to be selected and adjusted according to different products, markets, consumers and purposes to adapt to different situations and needs.

The model of consumer research is not a panacea, but needs to be combined with other market research techniques and methods to obtain more comprehensive and accurate consumer data and information to improve the efficiency and effectiveness of consumer research.

The model of consumer research is not an end, but a means. Its ultimate purpose is to help enterprises better meet the needs and expectations of consumers, improve the quality and competitiveness of products and services, enhance the influence and loyalty of brands, optimize market strategies and marketing activities, enhance market share and profit margin, and realize the sustainable development of enterprises.

Current Status and Challenges of Consumer Research

Consumer research is an important part of market research and one of the core competitiveness of enterprises. With the change of market environment and the diversification of consumer demand, consumer research is also constantly developing and innovating, showing the following characteristics:

The scope and depth of consumer research continue to expand, from consumer research on a single product or service to consumer research on the entire consumer ecosystem, from consumer research on consumer behavior and satisfaction on the surface, to deep consumer research on consumer psychology and value.

The methods and technologies of consumer research are constantly updated, from traditional consumer research methods such as questionnaires, telephone interviews, and group discussions to modern consumer research methods such as online surveys, social media analysis, big data mining, and artificial intelligence applications.

The mode and form of consumer research are constantly changing, from one-way business-to-consumer consumer research to two-way interactive consumer research between businesses and consumers, from offline field visits, laboratory tests and other consumer research forms to online remote access, virtual reality and other consumer research forms.

The development and innovation of consumer research provides more opportunities and possibilities for enterprises, but it also brings more challenges and difficulties, mainly in the following aspects:

Consumers' needs and expectations are getting higher and higher. Consumers not only pay attention to the function and performance of products or services, but also pay attention to the emotional and social value of products or services. Consumers not only pursue the quality and effect of products or services, but also pursue the individualization and customization of products or services.

Consumers' behaviors and reactions are becoming more and more complex. Consumers are affected by many factors, such as personal characteristics, social environment, cultural background, psychological state, etc. Consumers' behaviors and reactions are often not linear and logical, but nonlinear and non-logical. Consumers' behaviors and reactions are often not stable and consistent, but dynamic and changeable.

Consumers have more and more data and information. Consumers have left a large amount of data and information on various channels and platforms, such as purchase records, usage feedback, social comments, etc. Consumer data and information are often not structured and Standardized, but unstructured and messy. Consumer data and information are often not accurate and reliable, but vague and incorrect.

Consumer Research Recommendations and Strategies

Consumer research is an important work of enterprises, but also the problems and challenges of enterprises, in order to improve the effect of consumer research, this paper puts forward the following suggestions and strategies:

Clarify the objectives of consumer research, and determine the specific purpose, content, scope, object and duration of consumer research according to the strategic objectives and market objectives of the enterprise, so as to ensure the pertinence and effectiveness of consumer research.

Choose the appropriate consumer research methods, according to the objectives and content of consumer research, choose the most suitable and effective consumer research methods and techniques, such as qualitative analysis or quantitative analysis, traditional methods or modern methods, offline or online forms, etc., to ensure the scientific and practical nature of consumer research.

Use effective consumer research models, according to consumer research methods and data, use the most reasonable and useful consumer research models and tools, such as U & A model or AIDMA model, STP model or NPS model, etc., to ensure the systematic and normative consumer research.

To improve the quality of consumer research, we should take effective measures and means from the aspects of design, implementation, analysis and report of consumer research, such as improving the representativeness and coverage of consumer research, improving the accuracy and reliability of consumer research, improving the integrity and timeliness of consumer research, and improving the clarity and understandability of consumer research.

Strengthen the analysis and application of consumer research, extract valuable and meaningful consumer data and information from the results and reports of consumer research, conduct in-depth and comprehensive consumer analysis, such as consumer demand analysis, consumer behavior analysis, consumer satisfaction analysis, consumer loyalty analysis, etc., and formulate and implement corresponding market strategies and marketing activities according to the results of consumer analysis, such as product strategy, price strategy, channel strategy, promotion strategy, etc., to ensure the effectiveness and value of consumer research.

Cases and Prospects of Consumer Research

Consumer research is an important work of enterprises, but also one of the core competitiveness of enterprises, in order to show the professionalism and success of consumer research, this paper takes Shangpu consulting company as an example, introduces its professional services and successful cases in consumer research, as follows:

Shangpu Consulting Company is a professional market research and consulting company, founded in 2000, headquartered in Beijing, with a global business network and customer resources, providing a full range of market research and consulting services, covering industry research, market segmentation, user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation and other fields, the industries served include consumer goods, health care, education and training, financial services, energy and environmental protection, scientific and technological innovation and other fields. The customers served include well-known enterprises, governments, institutions, media and other types at home and abroad.

Shangpu Consulting Company has rich experience and advantages in consumer research. It has a professional consumer research team, including senior market research consultants, professional consumer research analysts, and skilled consumer research executives. It uses advanced consumer research methods and technologies, combined with effective consumer research models and tools, to provide customers with high-quality and efficient consumer research services, help customers better understand and meet consumer needs and expectations, improve the quality and competitiveness of products and services, enhance brand influence and loyalty, optimize market strategies and marketing activities, increase market share and profit margins, and achieve corporate Sustainable development.

Champu Consulting has several successful cases in consumer research, and the following are some of the typical cases:

For an internationally renowned cosmetics brand, we conducted consumer research in the Chinese market, collected a large amount of consumer data and information through online and offline questionnaires, focus seminars, in-depth interviews and other methods, and used U & A model and AIDMA model to analyze consumers' usage habits and attitudes, purchase motivation and cognition, purchase behavior and process, and post-purchase use and evaluation, it provides customers with in-depth and comprehensive consumer analysis reports on consumer portraits, consumer needs and preferences, consumer behavior and decision-making, consumer satisfaction and loyalty in the Chinese market, helping customers optimize product positioning and brand image, formulate effective market strategies and marketing activities, and increase market share and brand awareness.

As a leading online education platform in China, it has conducted consumer research in the Chinese market, obtained massive consumer data and information through online surveys, social media analysis, big data mining and other methods, and analyzed consumer market segmentation, target market selection, product positioning, satisfaction evaluation, loyalty evaluation, recommend intention and other aspects by using STP model and NPS model, it provides customers with extensive and accurate consumer analysis reports on consumer distribution, consumer characteristics, consumer value, consumer experience, consumer feedback and other aspects of the Chinese market, helping customers understand the structure and characteristics of the market, determine the most potential and valuable consumer groups, and design the most suitable and attractive products and services for consumers.

For a well-known foreign investment institution, we conducted consumer research on the Chinese market, collected high-quality consumer data and information through telephone interviews, field visits, experimental design and other methods, and analyzed the consumer's industry background, market potential, competitive situation, risk factors, income prediction and other aspects by using industry research, market entry research, investment decision evaluation and other models, provide customers with professional and authoritative consumer analysis reports on consumer trends, consumer opportunities, consumer challenges, consumer suggestions, etc. in the Chinese market, helping customers understand the opportunities and risks of the market, and formulate reasonable and feasible Investment decisions and plans.

Consumer research is an important part of market research and one of the core competitiveness of enterprises. With the change of market environment and the diversification of consumer demand, consumer research is also facing new opportunities and challenges. It is necessary for enterprises to constantly innovate and improve the methods and technologies of consumer research, use effective and standardized consumer research models and tools, improve the quality and effect of consumer research, and strengthen the analysis and application of consumer research, in order to achieve the professionalism and success of consumer research.