Purpose of 1. Consumer Research

The fundamental purpose of consumer research is to help companies better meet the needs of consumers, improve consumer satisfaction and loyalty, so as to achieve corporate growth and competitive advantage. Consumer research can provide value to businesses in the following ways:

Market insight: Consumer research can reveal consumers' consumption motivation, psychology, attitude and behavior, as well as the social, cultural, economic and technological factors that affect consumers, so as to help enterprises gain insight into market opportunities and threats and formulate reasonable market positioning and goals.

Product innovation: consumer research can find the potential needs, pain points and expectations of consumers, as well as consumer evaluation and feedback on products, so as to help enterprises to design, develop, improve and optimize products, improve product quality and performance, and increase product differentiation and added value.

Marketing strategy: Consumer research can identify consumers' purchasing process, decision-making factors and purchasing behavior, as well as consumers' perception and preference for marketing elements such as brand, price, promotion and channel, so as to help enterprises formulate effective marketing strategies, improve marketing efficiency and effectiveness, and enhance brand influence and loyalty.

Customer relationship: consumer research can establish and maintain communication and interaction with consumers, understand consumer satisfaction and loyalty, as well as consumer complaints and suggestions, so as to help enterprises improve the quality and level of customer service, increase customer satisfaction and loyalty, and cultivate customer advocates and communicators.

2. the object of consumer research

The object of consumer research refers to the research scope and research unit of consumer research, that is, the consumer groups and individuals concerned by consumer research. The objects of consumer research can be divided and selected according to different dimensions, for example:

Regional dimension: consumer research can be divided and selected according to the geographical location of consumers, such as countries, regions, cities, communities, etc., to reflect the consumption characteristics and differences of different regions.

Demographic dimension: Consumer research can be divided and selected according to the demographic characteristics of consumers, such as age, gender, income, education, occupation, family, etc., to reflect the consumption characteristics and differences of different populations.

Psychological dimension: consumer research can be divided and selected according to the psychological characteristics of consumers, such as personality, values, lifestyle, consumption motivation, consumption attitude, etc., to reflect the consumption characteristics and differences of different psychology.

Behavioral dimension: Consumer research can be divided and selected according to consumer behavior characteristics, such as purchase frequency, purchase volume, purchase scenario, purchase channel, purchase decision, etc., to reflect the consumption characteristics and differences of different behaviors.

The division and selection of consumer research objects need to be flexibly combined and adjusted according to the purpose and content of consumer research, as well as the actual situation of consumers and the market, to ensure the effectiveness and representativeness of consumer research.

Methods of 3. Consumer Research

The method of consumer research refers to the research methods and research tools of consumer research, that is, the methods and means of data collection and data analysis used in consumer research. Consumer research methods can be classified according to different criteria, such:

Data type: Consumer research can be divided into quantitative research and qualitative research according to the type of data. Quantitative research refers to the quantitative description and inference of consumer characteristics and behavior through statistical analysis using numerical data. Qualitative research refers to the use of non-numerical data, through the method of text analysis, in-depth understanding and interpretation of consumer motivation and psychology.

Data source: Consumer research can be divided into first-hand data and second-hand data according to the source of the data. First-hand data refers to raw data obtained directly from consumers or interested parties in consumer research, such as questionnaires, interviews, observational studies, etc. Secondary data refers to secondary data obtained indirectly by consumer research from existing data sources, such as industry reports, government data, and network data.

Data technology: consumer research can be divided into traditional technology and emerging technology according to the technology of data. Traditional technology refers to the mature technology used in consumer research for a long time, such as telephone surveys, paper questionnaires, face-to-face interviews, etc. Emerging technologies refer to innovative technologies that have emerged in consumer research in recent years, such as online surveys, mobile surveys, social media, big data, and artificial intelligence.

The choice of consumer research methods needs to be reasonably matched and applied according to the purpose and content of consumer research, as well as the actual situation of consumers and the market, so as to ensure the accuracy and effectiveness of consumer research.

Content of 4. Consumer Research

The content of consumer research refers to the research topics and research questions of consumer research, that is, the phenomena and laws of consumers and markets concerned by consumer research. The content of consumer research can be classified according to different dimensions, for example:

Product dimension: consumer research can be classified and studied according to the type, function, characteristics, quality, innovation, etc. of the product, so as to understand the consumer's demand, evaluation, feedback and suggestions for the product, as well as the market performance and competitiveness of the product.

Brand dimension: consumer research can be classified and studied according to brand name, image, positioning, value, communication, etc., to understand consumers' cognition, perception, preference and loyalty to the brand, as well as the market influence and competitiveness of the brand.

Price dimension: Consumer research can be classified and studied according to the level, structure, strategy, elasticity, etc. of prices to understand the sensitivity, acceptance and response of consumers to prices, as well as the market effect and competitiveness of prices.

Promotion dimension: consumer research can be classified and studied according to the type, method, content and timing of promotion, so as to understand consumers' expectation, participation and feedback on promotion, as well as the market effect and competitiveness of promotion.

Channel dimension: consumer research can be classified and studied according to the type, structure, function and service of the channel, so as to understand the consumer's choice, use and satisfaction of the channel, as well as the market effect and competitiveness of the channel.

The selection of the content of consumer research needs to be targeted and designed according to the purpose and method of consumer research, as well as the actual situation of consumers and the market, to ensure the relevance and practicality of consumer research.

Application of 5. Consumer Research

The application of consumer research refers to the research results and research value of consumer research, that is, the data, information, insights and suggestions provided by consumer research, as well as the market effect and enterprise benefits brought by consumer research. The application of consumer research can be displayed according to different scenarios, for example:

Market analysis: Consumer research can provide companies with data and information on market overview, trends, structure, scale, growth, competition, etc., to help companies analyze and evaluate the market and formulate market goals and strategies.

Product development: Consumer research can provide companies with data and information on consumer needs, pain points, expectations, feedback, etc., to help companies develop and improve products, improve product quality and performance, and increase product differentiation and added value.

Brand building: Consumer research can provide companies with data and information on consumer cognition, perception, preference, loyalty, etc., to help companies build and manage brands, enhance brand image and value, and enhance brand influence And loyalty.

Marketing promotion: consumer research can provide enterprises with data and information on the purchasing process, decision-making factors, purchasing behavior, etc., to help enterprises to promote and execute marketing, improve the efficiency and effectiveness of marketing, and increase the input-output ratio of marketing.

Customer maintenance: consumer research can provide enterprises with data and information on consumer satisfaction, loyalty, complaints and suggestions, so as to help enterprises carry out customer maintenance and service, improve customer satisfaction and loyalty, and cultivate customer advocates and communicators.

The display of the application of consumer research needs to be presented and communicated persuasively according to the content and methods of consumer research, as well as the actual situation of consumers and the market, so as to ensure the influence and value of consumer research.

The Case of 6. Consumer Research

The case of consumer research refers to the practical demonstration and successful experience of consumer research, that is, consumer research provides different solutions and values for different enterprises and customers in different industries and fields. Examples of consumer research can be based on different topics, such:

Case 1: For an internationally renowned sports brand, Shangpu Consulting conducted a consumer survey on the Chinese market, aiming to understand Chinese consumers' cognition, perception, preference and loyalty to sports brands, as well as the competitiveness and opportunities of sports brands in the Chinese market. Using a combination of quantitative and qualitative methods, Shangpu Consulting has collected a large amount of first-hand data through online surveys, in-depth interviews, neuromarketing and other techniques, and through data analysis and text analysis, it has refined profound insights and suggestions about consumers and the market. The consumer research report of Shangpu Consulting Company provides valuable guidance and reference for sports brands in market analysis, brand building, product innovation, marketing strategy, etc., and helps sports brands to enhance their brand influence and market share in the Chinese market.

Case 2: Shangpu Consulting, a leading e-commerce platform in China, conducted a consumer survey for young consumers, aiming to understand the consumption characteristics, consumption motivation, consumption attitude and consumption behavior of young consumers, as well as the performance and potential of e-commerce platforms among young consumers. Shangpu Consulting has adopted a combination of qualitative and quantitative methods. Through social media, mobile surveys, big data and other technologies, it has collected a large amount of second-hand data, and through text analysis and data analysis, it has refined profound insights about consumers and the market. Insights and suggestions. The consumer research report of Shangpu Consulting Company provides valuable guidance and reference for e-commerce platforms in terms of market insight, product optimization, channel expansion, promotional activities, etc., and helps e-commerce platforms improve users among young consumers. Experience and user loyalty.

Case 3: For an emerging domestic health food brand, Shangpu Consulting conducted a consumer survey for target consumers, aiming to understand the health awareness, health needs, health behaviors and health values of target consumers, as well as the awareness and acceptance of health food brands among target consumers. Using a combination of quantitative and qualitative methods, Shangpu Consulting has collected a large amount of first-hand data through questionnaires, interviews, observational research and other techniques, and refined profound insights and suggestions about consumers and the market through data analysis and text analysis. The consumer research report of Shangpu Consulting Company provides valuable guidance and reference for health food brands in terms of market analysis, product development, brand building, marketing promotion, etc., and helps health food brands improve their products among target consumers. Quality and brand influence.