Purpose of 1. Consumer Research

The purpose of consumer research is to help companies better understand consumer needs, preferences, behavior, feelings and feedback, so as to provide a basis and guidance for corporate decision-making. Consumer research can help companies achieve the following goals:

Market research: Through consumer research, companies can understand the size, structure, trends, competition, opportunities and threats of the market, so as to formulate appropriate market positioning, goals, strategies and plans.

Product research: Through consumer research, companies can understand consumer demand for products, expectations, satisfaction, loyalty and complaints, so as to optimize product design, function, quality, price and service.

Marketing research: Through consumer research, companies can understand consumers' purchase motivation, decision-making process, channel selection, purchase frequency and amount, so as to develop effective marketing mix, promotional activities and communication methods.

Brand research: through consumer research, enterprises can understand consumers' cognition, attitude, emotion and behavior of the brand, so as to establish and maintain the brand's popularity, reputation, loyalty and advantages.

2. the object of consumer research

The object of consumer research refers to the consumer group that the enterprise wants to understand, that is, the consumer market segment. The object of consumer research should be determined according to the purpose and strategy of the enterprise, not chosen at will. The object of consumer research should have the following characteristics:

Identifiable: The objects of consumer research should have clear definition criteria, which can be distinguished and identified by some observable characteristics, such as age, gender, income, region, occupation, education, etc.

Measurable: The object of consumer research should have accessible and quantifiable data, which can be evaluated and analyzed by some measurable indicators, such as market share, purchasing power, satisfaction, loyalty, etc.

Realizable: The object of consumer research should have accessible and influential channels, and can be communicated and marketed through some implemable methods, such as advertising, promotion, channels, social media, etc.

Attractable: The objects of consumer research should have satisfying and stimulating needs, which can be attracted and retained through some value that can be provided, such as function, quality, price, service, emotion, society, etc.

Profitable: Consumer research objects should have predictable and growth potential, which can be improved and expanded through some factors that can be optimized, such as market size, competitiveness, efficiency, innovation, etc.

3. Consumer Research

The way of consumer research refers to the method by which companies collect and obtain consumer data and information, which is mainly divided into two types: first-hand research and second-hand research.

First-hand research: First-hand research refers to the collection of raw data and information directly from consumers or related personnel, also known as original research or on-site research. The advantages of first-hand research are the freshness, accuracy, uniqueness and pertinence of data and information, but the disadvantages are high cost, time, difficulty and risk. First-hand research methods are mainly the following:

Questionnaire survey: Questionnaire survey refers to the enterprise through the design of a series of questions, to consumers or related personnel issued or sent a questionnaire, in order to collect their answers and opinions. The advantage of questionnaire survey is that it can collect a large amount of data and information, which is suitable for quantitative analysis. The disadvantage is that there may be untrue, incomplete and inconsistent answers, which affect the quality of data and information. The form of questionnaire survey mainly has the following:

Mailing questionnaire: Mailing questionnaire means that enterprises send paper questionnaires to consumers or relevant personnel by mail, requiring them to fill in and send them back within a certain period of time. The advantages of mailing questionnaires are lower cost and wider coverage, but the disadvantages are lower recovery rate, longer time, and inability to solve problems in time.

Telephone questionnaire: Telephone questionnaire refers to the way enterprises ask questions to consumers or related personnel by telephone to collect their oral answers. The advantage of the telephone questionnaire is that the recovery rate is higher, the time is shorter, and the problem can be solved in time. The disadvantage is that the cost is higher, the possibility of being disturbed is greater, and the non-verbal response cannot be observed.

Network questionnaire: network questionnaire refers to the way enterprises through the network, to consumers or related personnel to send electronic questionnaires, asking them to fill in and submit online. The advantages of the network questionnaire are lower cost, faster speed, and the use of multimedia and interactive methods. The disadvantage is that it is limited by network conditions and cannot control the representativeness of the sample and cannot observe non-verbal responses.

Face-to-face questionnaire: Face-to-face questionnaire refers to the face-to-face way for enterprises to ask questions to consumers or related personnel to collect their written or oral answers. The advantage of face-to-face questionnaire is that it can observe non-verbal reactions and understand the problem in depth. The disadvantage is that the cost is higher, the time is longer, and the interviewee is more selective.

Interview survey: Interview survey refers to the way companies conduct conversations with consumers or related people to collect their opinions and feelings. The advantage of interview survey is that it can deeply understand the psychology and motivation of consumers, which is suitable for qualitative analysis. The disadvantage is that there may be problems such as the subjective influence of the interviewer and the difficulty of recording and sorting out the interview content, which affect the quality of data and information. The forms of interview survey are mainly as follows:-Personal interview: Personal interview refers to one-on-one dialogue between enterprises and consumers or relevant personnel to collect their opinions and feelings. The advantage of personal interview is that it can flexibly adjust the problems and methods according to the characteristics and needs of individuals. The disadvantage is that the cost is high, the time is long, the sample is small, and it is difficult to promote. -Group interviews: Group interviews refer to many-to-many conversations between companies and consumers or related people to collect their opinions and feelings. The advantage of group interviews is that they can use group interaction and discussion to stimulate more ideas and information. The disadvantage is that there may be problems such as incongruity, unrepresentation, and untruthfulness of the group, which affect the quality of data and information. -In-depth interviews: In-depth interviews refer to long and in-depth conversations between companies and consumers or related people to collect their opinions and feelings. The advantage of in-depth interview is that it can explore the deep-seated psychology and motivation of consumers, and can find potential needs and problems. The disadvantage is that the cost is high, the time is long, the sample is small, and it is difficult to promote. -Experimental investigation: Experimental investigation refers to enterprises showing or providing different products or services to consumers or related personnel by designing some variables and conditions to collect their reactions and behaviors. The advantage of experimental investigation is that it can test the effect and impact of products or services, and can find out the causal relationship. The disadvantage is that there may be problems such as untrue, uncontrollable and illegal experiments, which affect the quality of data and information. The methods of experimental investigation are mainly as follows:-Laboratory experiment: Laboratory experiment refers to the enterprise in a specific environment and equipment, to consumers or related personnel to display or provide different products or services, in order to collect their reactions and behavior. The advantages of laboratory experiments are that the variables and conditions of the experiment can be controlled, and the results of the experiment can be accurately measured. The disadvantages are higher cost, longer time, greater selectivity of the interviewees, and lower authenticity of the experiment. -Site experiment: Site experiment refers to the enterprise in a natural environment and equipment, to consumers or related personnel to show or provide different products or services, to collect their reactions and behavior. The advantage of field experiment is that it can improve the authenticity and representativeness of the experiment, and can observe the influence and consequences of the experiment. The disadvantage is that it is difficult to control the variables and conditions of the experiment, it is difficult to measure the results of the experiment, and there may be illegal and unethical problems of the experiment. -Simulation experiments: Simulation experiments refer to companies that use some models and technologies to show or provide different products or services to consumers or related people to collect their reactions and behaviors. The advantage of simulation experiment is that it can simulate the actual situation and scene, and can reduce the cost and time of the experiment. The disadvantage is that there may be problems such as inaccurate, imperfect and unreliable simulation, which affect the quality of data and information. -Observational surveys: Observational surveys refer to companies collecting data and information about consumers or related people by observing their behavior and reactions. The advantage of observation survey is that it can directly understand the real and natural behavior and reaction of consumers, and can avoid subjective and false answers of consumers. The disadvantage is that there may be bias and misunderstanding of observers, and the difficulty of recording and sorting out the observation content, which affects the quality of data and information. The main methods of observation and investigation are as follows:-Direct observation: Direct observation refers to the collection of data and information by enterprises by directly seeing or listening to the behavior and reactions of consumers or relevant personnel. The advantage of direct observation is that first-hand data and information can be obtained, and problems can be found and solved in time. The disadvantage is that there may be interference and influence of observers, the scope and depth of observation are limited, and the observation results are difficult to quantify and analyze. -Indirect observation: Indirect observation refers to the use of some tools and equipment, such as cameras, tape recorders, counters, etc., to record the behavior and reactions of consumers or related personnel to collect their data and information. The advantage of indirect observation is that it can reduce the interference and influence of the observer, expand the observation range and depth, and quantify and analyze the observation results. The disadvantage is that there may be equipment failure and failure, data and information security and privacy issues. -Secret observation: Secret observation refers to the company's observation of their behavior and reactions in a way that does not allow consumers or relevant personnel to know, in order to collect their data and information. The advantage of secret observation is that it can improve the authenticity and effectiveness of the observation, and can avoid the resistance and disgust of consumers. The disadvantage is that there may be problems of illegality and immorality of observation, and the responsibility and risk of the observer.

Second-hand research: second-hand research refers to the collection and acquisition of relevant data and information from existing data and information sources, such as books, newspapers, networks, institutions, etc., also known as secondary research or desktop research. The advantages of second-hand research are low cost, time, difficulty and risk, but the disadvantages are the timeliness, accuracy, uniqueness and pertinence of data and information. Second-hand research methods are mainly the following:

Internal data: Internal data refers to the data and information collected and obtained by an enterprise from its own activities and operations, such as sales records, inventory reports, financial statements, customer files, etc. The advantage of internal data is that it has high reliability and controllability, which can reflect the actual situation of the enterprise. The disadvantage is that there may be incomplete, untimely and inconsistent data, which affects the quality of data and information.

External data: External data refers to the data and information collected and obtained by enterprises from external data and information sources, such as government, industry, competition, media, academic, etc., such as statistical data, industry reports, competitive analysis, news reports, research papers, etc. The advantages of external data are high coverage and diversity, which can reflect the changes and development of the market. The disadvantages are low reliability and controllability, and there may be problems such as outdated data, errors and bias, which affect the quality of data and information. -Professional data: Professional data refers to the data and information collected and obtained by enterprises from some professional data and information providers, such as consulting companies, research institutions, data platforms, etc., such as market research, industry analysis, consumer insight, data mining, etc. The advantages of professional data are high quality and effect, which can reflect professional knowledge and experience. The disadvantages are high cost and long time. There may be problems such as ununique and untargeted data, which affect the value of data and information.

Content of 4. Consumer Research

The content of consumer research refers to the scope and topic of consumer data and information that companies want to understand. It is mainly divided into two types: descriptive content and explanatory content.

Descriptive content: Descriptive content refers to the basic situation and current situation of consumers, such as consumers' characteristics, behaviors, attitudes, satisfaction, etc. The purpose of descriptive content is to describe the profile and distribution of consumers, providing a basis for further analysis and application. The main methods of descriptive content are as follows:

Feature analysis: Feature analysis refers to the statistics and analysis of some observable characteristics of consumers, such as age, gender, income, region, occupation, education, etc., to understand the demographic and social background of consumers. The advantage of feature analysis is that it can divide the market segment of consumers and locate the needs and preferences of consumers. The disadvantage is that it may ignore the differences in consumers' psychology and behavior, and affect consumers' personalized and detailed understanding.

Behavioral analysis: Behavioral analysis refers to the statistics and analysis of some measurable behaviors of consumers, such as purchase motivation, decision-making process, channel selection, purchase frequency and amount, etc., to understand the purchase and use habits of consumers. The advantage of behavior analysis is that it can evaluate the purchasing power and loyalty of consumers, and optimize the marketing mix and promotion activities of enterprises. The disadvantage is that it may ignore the feelings and feedback of consumers, which affects the improvement of consumer satisfaction and loyalty.

Attitude analysis: Attitude analysis refers to some expressible attitudes of enterprises to consumers, such as cognition, emotion, intention, etc., to conduct statistics and analysis to understand consumers' views and feelings on products or services. The advantage of attitude analysis is that it can understand the needs and expectations of consumers, and can improve the brand image and reputation of enterprises. The disadvantage is that there may be subjective and false expressions of consumers, which affect the authenticity and validity of data and information.

Satisfaction analysis: Satisfaction analysis refers to the degree of satisfaction of consumers with products or services, statistics and analysis, in order to understand the evaluation and feedback of consumers on products or services. The advantage of satisfaction analysis is that it can test the quality and effectiveness of products or services, which can improve consumer loyalty and recommend, but the disadvantage is that there may be unstable and inconsistent evaluation of consumers, which affects the comparability and reliability of data and information.

Explanatory content: Explanatory content refers to the deep-seated reasons and influences that companies want to understand consumers, such as consumers' psychology, motivation, value, culture, etc. The purpose of explanatory content is to explain the internal driving and external constraints of consumer behavior and attitude, and to provide a basis for better meeting and stimulating consumer needs. The main methods of explanatory content are as follows:

Psychoanalysis: Psychoanalysis refers to the exploration and analysis of consumers' psychology that is not easy to observe and measure, such as personality, motivation, attitude, belief, knowledge, learning, etc., in order to understand the psychological characteristics and psychological processes of consumers. The advantage of psychoanalysis is that it can reveal the deep-seated needs and preferences of consumers, and can create and deliver more value. The disadvantage is that there may be psychological complexity and variability, which affects the stability and consistency of data and information.

Value analysis: Value analysis refers to the exploration and analysis of some values that are not easy to change and influence consumers, such as goals, ideals, beliefs, ethics, aesthetics, etc., in order to understand the values and value orientation of consumers. The advantage of value analysis is that it can grasp the core and long-term needs and preferences of consumers, and can establish and maintain stronger brand loyalty and advantages. The disadvantage is that it is difficult to measure and express value, which affects the quantification and communication of data and information.

Cultural analysis: Cultural analysis refers to the exploration and analysis of consumers' culture affected by society and environment, such as customs, traditions, beliefs, language, symbols, etc., in order to understand the cultural background and cultural differences of consumers. The advantage of cultural analysis is that it can adapt to the diverse and diverse needs and preferences of consumers, and can overcome and overcome cultural barriers and conflicts. The disadvantage is that there may be cultural uncertainty and variability, which affects the predictability and adaptability of data and information.

Analysis of 5. Consumer Research

The analysis of consumer research refers to the collation and processing of consumer data and information collected and obtained by enterprises to arrive at some valuable and meaningfulConclusionand recommendations. The analysis of consumer research is divided into two main types: quantitative analysis and qualitative analysis.

Quantitative analysis: Quantitative analysis refers to the mathematical and statistical operations and inferences performed by enterprises on consumer data and information to arrive at some quantifiable and verifiableConclusionand recommendations. The advantage of quantitative analysis is that it can improve the objectivity and scientific nature of the analysis, and can be measured and evaluated accurately and systematically, but the disadvantage is that the complexity and flexibility of the analysis may be ignored, and there may be errors and biases in the data, which affect the accuracy and validity of the analysis. The main methods of quantitative analysis are as follows:

Descriptive statistics: Descriptive statistics refers to the basic aggregation and display of consumer data and information, such as averages, standard deviations, frequencies, percentages, charts, etc., to understand the distribution and characteristics of consumer data and information. The advantage of descriptive statistics is that it can simplify and summarize consumer data and information, and can display consumer data and information intuitively and clearly. The disadvantage is that it cannot conduct in-depth and detailed analysis, and cannot draw cause and effect and suggestions. The main methods of describing statistics are as follows:-Average: Average refers to the arithmetic mean of consumer data and information, such as average income, average satisfaction, etc., to understand the central location and level of consumer data and information. The advantage of averages is that they can simply and intuitively represent the overall characteristics of consumer data and information, but the disadvantage is that they may be affected by extreme values and do not reflect the degree and shape of consumer data and information. -Standard deviation: Standard deviation refers to the degree of dispersion of consumer data and information, such as the standard deviation of income, the standard deviation of satisfaction, etc., to understand the variation and stability of consumer data and information. The advantage of standard deviation is that it can quantify and compare the degree of dispersion of consumer data and information, but the disadvantage is that it may be affected by the asymmetry and non-normality of the distribution and does not reflect the shape and distribution of consumer data and information. -Frequency: Frequency refers to the number of occurrences of consumer data and information, such as purchase frequency, satisfaction level, etc., to understand the distribution and proportion of consumer data and information. The advantage of frequency is that all possible values of consumer data and information can be clearly and completely displayed, but the disadvantage is that there may be discontinuities and inaccuracies in the data that do not reflect the central location and level of consumer data and information. -Percentage: Percentage refers to the relative proportion of consumer data and information, such as market share, loyalty, recommend, etc., to understand the relative importance and influence of consumer data and information. The advantage of the percentage is that it can easily and intuitively compare the differences and advantages and disadvantages of consumer data and information, but the disadvantage is that there may be incomplete and inaccurate data, which does not reflect the absolute size and level of consumer data and information. -Charts: Charts are graphical representations of consumer data and information, such as bar charts, pie charts, line charts, scatter charts, etc., to understand trends and relationships of consumer data and information. The advantage of charts is that they can vividly and vividly display the characteristics and patterns of consumer data and information, but the disadvantage is that there may be unclear and inaccurate charts that do not reflect the details and reasons of consumer data and information. -Inferential statistics: Inferential statistics refers to the enterprise's hypothesis testing and parameter estimation of consumer data and information in order to obtain some universal and credible.Conclusionand recommendations. The advantage of inferential statistics is that an infinite population can be inferred from a finite sample, and errors and biases in the data can be considered and controlled, while the disadvantage is that there may be assumptions that are unreasonable and untenable, affecting the validity and applicability of the analysis. The main methods of inferring statistics are as follows:-Hypothesis testing: Hypothesis testing refers to the fact that an enterprise makes some assumptions about the overall parameters of consumer data and information, such as averages, proportions, differences, etc., in order to test the correctness and significance of the assumptions. The advantage of hypothesis testing is that it can verify and evaluate the effect and impact of consumer data and information, but the disadvantage is that there may be arbitrariness and subjectivity of the hypothesis, which affects the objectivity and scientific nature of the analysis. -Parameter estimation: Parameter estimation refers to the enterprise's estimation of consumer data and information, such as confidence intervals, point estimates, interval estimates, etc., to estimate the size and range of parameters. The advantage of parameter estimation is that the overall characteristics and levels of consumer data and information can be estimated and predicted, while the disadvantage is that there may be inaccurate and unstable estimates that affect the reliability and accuracy of the analysis. -Correlation analysis: Correlation analysis refers to the analysis of the correlation between two or more variables, such as correlation coefficients, correlation matrices, scatter plots, etc., to understand the degree and direction of correlation between variables. The advantage of correlation analysis is that it can discover and describe the relationships and patterns of consumer data and information, but the disadvantage is that it cannot determine and explain the causal relationships of consumer data and information, which affects the depth and significance of the analysis. -Regression analysis: Regression analysis refers to the analysis of the impact of one or more independent variables on one or more dependent variables, such as linear regression, multiple regression, logical regression, etc., to understand the causal relationship and degree of influence between variables. The advantage of regression analysis is that it can determine and explain the causal relationship of consumer data and information, and can predict and control the results and consequences of consumer data and information. The disadvantage is that there may be unreasonable and inapplicability of regression, which affects the validity and applicability of the analysis.

Qualitative analysis: Qualitative analysis refers to the company's linguistic and logical interpretation and reasoning of consumer data and information in order to arrive at some in-depth and meaningfulConclusionand recommendations. The advantage of qualitative analysis is that it can increase the complexity and flexibility of the analysis and allow for detailed and comprehensive analysis and evaluation, while the disadvantage is that there may be subjectivity and bias in the analysis, which affects the objectivity and scientificity of the analysis. The main methods of qualitative analysis are as follows:

Content analysis: Content analysis refers to the classification and coding of consumer data and information by enterprises to understand the theme and meaning of the text. The advantage of content analysis is that the content and form of consumer data and information can be analyzed systematically and structurally, but the disadvantage is that there may be inaccuracies and inconsistencies in classification and coding, which affect the quality and comparability of data and information.

Case analysis: Case analysis refers to the description and analysis of individual or multiple cases of consumer data and information to understand the background and process of the case. The advantage of case analysis is that it can analyze the particularity and complexity of consumer data and information in depth and detail, but the disadvantage is that there may be cases that are not representative and non-generalizable, affecting the universality and credibility of data and information.

Comparative analysis: Comparative analysis refers to the comparison and analysis of two or more objects of consumer data and information by enterprises to understand the differences and advantages and disadvantages of the objects. The advantage of comparative analysis is that it can clearly and objectively analyze the relativity and competitiveness of consumer data and information, but the disadvantage is that there may be unfair and incomplete comparisons that affect the fairness and integrity of data and information.

Causal analysis: Causal analysis refers to the analysis and inference of causes and results of consumer data and information to understand the impact and consequences of data and information. The advantage of causal analysis is that it can determine and explain the causal relationship of consumer data and information, and can predict and control the results and consequences of consumer data and information. The disadvantage is that there may be uncertainty and non-uniqueness of cause and effect, which affects the predictability and adaptability of data and information.

Application of 6. Consumer Research

The application of consumer research refers to the enterprise according to the analysis results of consumer research, make some targeted decisions and actions, in order to achieve the objectives and strategies of enterprises. There are two main types of consumer research applications: strategic and tactical.

Strategic application: strategic application refers to the long-term and comprehensive decisions and actions made by enterprises according to the analysis results of consumer research, such as market positioning, target market, competitive advantage, brand strategy, etc. The advantage of strategic application is that it can improve the core competitiveness and market position of the enterprise, and realize the long-term development and sustainable growth of the enterprise. The disadvantage is that there may be strategic uncertainty and risk, which affects the stability and security of the enterprise. The main methods of strategic application are as follows:

Market positioning: Market positioning refers to the company's position and image in the market based on the analysis of consumer research, such as the characteristics, advantages, and differences of products or services, in order to attract and retain target consumers. The advantage of market positioning is that it can highlight the uniqueness and advantages of the company, and can distinguish and surpass competitors. The disadvantage is that there may be unclear and inaccurate positioning, which affects consumers' cognition and choice.

Target market: The target market refers to the enterprise according to the analysis results of consumer research, select the enterprise wants to serve and meet the consumer groups, such as consumer characteristics, needs, preferences, etc., in order to concentrate and optimize the enterprise's resources and capabilities. The advantage of the target market is that it can focus on and deeply understand and serve consumers, which can improve the efficiency and effectiveness of the enterprise, but the disadvantage is that there may be instability and non-growth of the target market, which affects the sustainability and development of the enterprise.

Competitive advantage: Competitive advantage refers to the establishment and maintenance of an enterprise's advantages and leadership over competitors based on the analysis results of consumer research, such as the quality, price, innovation, and service of products or services, in order to win and maintain consumers' Favor and trust. The advantage of competitive advantage is that it can increase and consolidate the market share and profit of the enterprise, and can resist and inhibit the threats and challenges of competitors. The disadvantage is that there may be a competitive advantage that is not durable and not prominent, which affects the competitiveness and leadership of the enterprise.

Brand strategy: brand strategy refers to the enterprise according to the analysis results of consumer research, to create and develop the enterprise's brand, such as brand name, logo, slogan, image, value, etc., in order to establish and pass on the identification and reputation of the enterprise. The advantage of brand strategy is that it can enhance and expand the visibility and reputation of the company, and can enhance and maintain consumer loyalty and recommend. The disadvantage is that there may be inconsistencies and inconsistencies in the brand strategy, which affects the image and reputation of the company.

Tactical application: Tactical application refers to the short-term and specific decisions and actions made by enterprises according to the analysis results of consumer research, such as product development, price strategy, promotion activities, channel management, etc. The advantage of tactical application is that it can quickly and flexibly adapt to and meet the needs and changes of consumers, and can realize the immediate benefits and feedback of enterprises. The disadvantage is that there may be unsystematic and unsustainable tactical application, which will affect the overall effect and development of enterprises. Tactical application methods are mainly the following:

Product development: Product development refers to the design and production of products or services provided by enterprises according to the analysis results of consumer research, such as the function, quality, appearance, packaging, etc. of products or services, in order to meet and stimulate the needs and preferences of consumers. The advantage of product development is that it can create and provide more value and choices, and can increase and improve consumer satisfaction and loyalty. The disadvantage is that there may be no innovation and inapplicability of product development, which affects the competitiveness and attractiveness of products or services.

Price strategy: Price strategy refers to the determination and adjustment of the price of the product or service provided by the enterprise according to the analysis results of consumer research, such as the level, structure and change of price, so as to influence and manipulate the purchase and use behavior of consumers. The advantage of price strategy is that it can directly and effectively affect the needs and feelings of consumers, and can maximize the profits and income of enterprises, while the disadvantage is that there may be unreasonable and unstable price strategy, which affects the image and reputation of enterprises.

Promotional activities: Promotional activities refer to the design and implementation of activities carried out by enterprises to promote sales and brand promotion according to the analysis results of consumer research, such as advertising, public relations, sales, gifts, etc., in order to attract and motivate consumers to buy and use behavior. The advantage of promotional activities is that they can increase and improve consumers' awareness and interest, and can stimulate and accelerate consumers' decisions and actions. The disadvantage is that there may be ineffective and illegal promotional activities that affect the cost and risk of the enterprise.

Channel management: Channel management refers to the way enterprises choose and manage the communication and transaction between enterprises and consumers according to the analysis results of consumer research, such as direct sales, distribution, e-commerce, etc., in order to facilitate and optimize the purchase and use process of consumers. The advantage of channel management is that it can expand and strengthen the contact and communication between enterprises and consumers, and can improve and ensure the service and quality of enterprises. The disadvantage is that there may be uncoordinated and uncontrolled channel management, which affects the efficiency and effectiveness of enterprises.

The case of consumer research by Champ Consulting.

Shangpu Consulting is a professional consumer research and consulting service provider, providing a full range of solutions for the design, implementation, analysis and application of consumer research for enterprises in all walks of life. Shangpu Consulting has an experienced and high-quality consumer research team, using advanced and innovative consumer research methods and tools to provide customers with high-quality and high-effect consumer research services. The following are some specific cases of consumer research provided by Shangpu Consulting for clients:

Case 1: Champ Consulting provided a consumer research service for a well-known automobile manufacturer to understand consumers' opinions and feelings about the brand image, product satisfaction and loyalty of the automobile manufacturer. Champ Consulting conducted consumer research on the automaker's existing and potential customers using questionnaires and interviews, and collected a large amount of data and information. Champu Consulting conducted a quantitative and qualitative analysis of the data and information, resulting in the following keyConclusionand recommendations:

The brand image of the automobile manufacturer is relatively stable and positive. Consumers believe that the products of the automobile manufacturer have the characteristics of high high quality, high performance, high safety and high environmental protection, which meet the needs and expectations of consumers.

The product satisfaction of the automobile manufacturer is relatively high. Consumers are satisfied or very satisfied with the function, quality, appearance, price and service of the automobile manufacturer's products, and there is no obvious dissatisfaction or complaint.

The automaker's loyalty is relatively high, and consumers are willing to buy or recommend the automaker's products again, and there is no obvious conversion or loss.

The automaker should continue to maintain and strengthen its brand image and product advantages, and at the same time should pay attention to developing and innovating more products and services to adapt to and meet the diversified and personalized needs and preferences of consumers, so as to increase and consolidate its market share and competitiveness.

Case 2: Shangpu Consulting provided a consumer research service for an emerging e-commerce platform, aiming to understand consumers' opinions and feelings about the usage habits, shopping experience and loyalty of the e-commerce platform. Shangpu Consulting Company used online questionnaires and experimental surveys to conduct consumer surveys on registered users and visiting users of the e-commerce platform, and collected a large amount of data and information. Champu Consulting conducted a quantitative and qualitative analysis of the data and information, resulting in the following keyConclusionand recommendations:

The usage habits of the e-commerce platform are relatively general. Consumers have low access frequency, residence time, page browsing, click-through rate and other indicators to the e-commerce platform, and have not formed obvious usage dependence and habits.

The shopping experience of the e-commerce platform is relatively general. Consumers have no obvious advantages and differences in the types of goods, product quality, product prices, product evaluation, payment methods, distribution methods, and after-sales services of the e-commerce platform. Obvious shopping satisfaction and trust.

The loyalty of the e-commerce platform is relatively low, and the consumer's repeat purchase rate, recommendation rate, conversion rate and other indicators of the e-commerce platform are not high, and there is no obvious loyalty and advantage.

The e-commerce platform should strengthen and improve its user experience and user value, while attention should be paid to developing and innovating more functions and services to attract and retain consumers, so as to improve and guarantee its user quantity and user quality.