1. design reasonable research objectives and problems

The first step in consumer research is to clarify the objectives and questions of the research. The goal of the research should be specific, quantifiable, and achievable, for example, to understand customer satisfaction, preferences, and willingness to buy a product or service. The research questions should be concise, clear and unambiguous, and avoid using too professional, complex and vague words, or guiding, suggestive and biased tones. The research questions should cover the customer's basic information, usage, feelings, suggestions, etc. in order to obtain comprehensive data and feedback.

For example, Champu Consulting provides a consumer research service for an automaker to understand customer reviews and opinions on its newly launched electric vehicles. Champu Consulting designed the following research questions:

Do you own or plan to buy an electric car?

What are the main advantages and disadvantages of electric vehicles?

What is your overall impression of our new electric car?

Do you have any comments and suggestions on the appearance, performance, safety and price of our new electric vehicles?

How willing are you to buy our new electric cars?

What are your expectations and requirements for our after-sales service and warranty policy?

These questions are not only in line with the objectives of the survey, but also can effectively collect customer data and opinions, which provides useful reference and basis for automobile manufacturers.

2. selection of appropriate research channels and methods

The second step in consumer research is to choose the right research channels and methods. The channels and methods of research should be selected according to the research objectives, objects, scale, cost, time and other factors to achieve the best results and efficiency. Common research channels and methods are: online research, offline research, telephone research, email research, SMS research, face-to-face research, group discussion, in-depth interviews, etc. Each channel and method has its advantages and disadvantages, which need to be weighed and combined according to the specific situation.

For example, Champ Consulting provided a consumer research service for a restaurant chain to understand customer satisfaction and loyalty to its dishes, services, environment, etc. Champ Consulting uses the following research channels and methods:

Online research: Through social media platforms such as WeChat, Weibo and Douyin, survey questionnaires are published, customers are invited to fill in, and some coupons or small gifts are provided as incentives to improve participation and response rate.

Offline research: Place research questionnaires on the cashier, table, wall and other places of the restaurant to encourage customers to fill in after eating, and provide some coupons or small gifts as incentives to improve participation and response rate.

Face-to-face research: at the exit of the restaurant, arrange professional researchers, randomly select some customers, conduct a short face-to-face interview, ask them about their evaluation and suggestions on the restaurant, and provide some coupons or small gifts as incentives to improve participation and response rate.

These research channels and methods can not only cover different customer groups, but also obtain different data and feedback, which provides useful reference and basis for restaurant chains.

3. analysis and utilization of research results

The third step in consumer research is to analyze and use the results. The research results should be effectively collated, counted, analyzed and interpreted to identify patterns, trends, differences and problems in the data, so as to obtain valuable insights andConclusion. The research results should be reasonably classified, stratified, grouped and segmented according to different objectives and objects, so as to make more detailed comparison and evaluation. The results of the survey should be presented in a clear, intuitive, and easy-to-understand manner, for example, using charts, graphs, images, etc., to enhance the visualization and readability of the data.

For example, Shangpu Consulting provides a consumer research service for an e-commerce platform to understand customer satisfaction and loyalty to its website, products, logistics, payment, etc. Champ Consulting conducted the following analysis and utilization of the research results:

Satisfaction analysis: By calculating the average, median, standard deviation and other indicators of customer satisfaction in various aspects, and drawing the distribution map, box line chart, radar chart and other charts of satisfaction, it shows the level, difference and distribution of customer satisfaction, so as to find the aspects of customer satisfaction and dissatisfaction, as well as the aspects that need improvement.

Loyalty analysis: by calculating the customer's repeat purchase rate, recommendation rate, retention rate and other indicators, as well as drawing loyalty trend charts, funnel charts, heat maps and other charts, to show the level, change and distribution of customer loyalty, so as to find out the reasons for customer loyalty and loss, as well as the areas that need to be improved.

Classification analysis: through different classification of customers, for example, by age, gender, region, income, purchase frequency, purchase amount and other dimensions, to analyze the differences and characteristics of different types of customer satisfaction and loyalty, so as to find out the needs and preferences of different types of customers, as well as the need for targeted strategies and measures.

Correlation analysis: By using statistical methods such as correlation rules, cluster analysis, factor analysis, etc., to analyze the correlation and influence of customer purchase behavior, purchase path, purchase mix, etc., to discover the customer's purchase habits and potential needs, as well as the products, services and marketing aspects that need to be optimized.

These analysis and utilization can not only reveal the internal meaning of customer data and feedback, but also provide useful reference and basis for e-commerce platform.

4. the establishment of continuous research and feedback mechanism

The fourth step in consumer research is to establish a continuous research and feedback mechanism. Research should not be a one-time act, but should be an ongoing process to adapt to changes in customers and changes in the market. Companies should conduct regular consumer research to monitor the dynamics of customer satisfaction and loyalty, as well as to evaluate the effectiveness of products, services and marketing strategies. Companies should also provide timely feedback to customers on research results and improvement measures to enhance customer trust and participation, as well as improve customer satisfaction and loyalty.

For example, Champu Consulting provides a consumer research service for a travel website to understand customer satisfaction and loyalty to its travel products, services, experiences, etc. Champ Consulting recommends that travel websites establish the following ongoing research and feedback mechanisms:

Pre-research: Before customers book travel products or services, conduct a pre-research to understand the customer's travel purpose, needs, budget, preferences, etc., in order to provide customers with more suitable travel products or services, or more effective marketing promotion.

Mid-term research: during the customer's travel activities, conduct a mid-term research to understand the customer's travel experience, satisfaction, problems and suggestions, etc., in order to provide customers with more timely travel services and support, or more effective problem handling and improvement.

Post-investigation: after the customer completes the tourism activities, conduct a post-investigation to understand the customer's tourism review, evaluation, loyalty and opinions, so as to provide customers with better tourism products and services, or carry out more effective customer relationship management and maintenance.

Feedback mechanism: After each survey, timely feedback the survey results and improvement measures to customers, for example, send survey reports, thank-you letters, coupons, small gifts, etc. to customers through emails, text messages, phone calls, social media, etc. Express gratitude and attention to customers, and improve their trust and sense of participation.

These continuous research and feedback mechanisms can not only track changes in customer satisfaction and loyalty, but also enhance customer experience and feelings, and provide useful reference and basis for travel websites.

Conclusion

Consumer research is an effective means to improve customer loyalty, but also need to pay attention to some methods and techniques to improve the quality and effectiveness of research. This paper introduces four methods of using consumer research to increase customer loyalty, which are: designing reasonable research objectives and problems, selecting appropriate research channels and methods, analyzing and using research results, and establishing continuous research and feedback mechanism. This paper also provides some cases of consumer research services provided by Shangpu Consulting Company to show the actual effect of consumer research in improving customer loyalty. I hope this article can help and inspire you.