Clarify the purpose of 1. research

The first step of consumer research is to clarify the purpose of the research, that is, what problems to solve, what information to get, and why to do the research. The clarity of the purpose of the research helps to determine the scope, content, depth and focus of the research, as well as the development of an appropriate research plan and budget. The purpose of the survey should have the following characteristics:

Specific: The purpose of the survey should be as specific as possible, avoiding vague and general descriptions, such as "understanding consumer needs", "improving product satisfaction", etc., but should clearly indicate which aspects of needs to be understood and which aspects to improve Satisfaction, as well as specific indicators and standards.

Quantifiable: The purpose of the research should be as quantifiable as possible, that is, it can be measured and evaluated in numbers or other forms, such as "increasing the market share of the product to 30%", "reducing the return rate of the product to 5%", etc. Rather than "improving product visibility", "reducing product quality issues", etc.

Realizable: the purpose of the research should be as achievable as possible, that is, in line with the actual conditions and resources, not too idealistic or unrealistic, such as "complete the nationwide consumer research within a week", "improve the function and performance of the product without increasing the cost", etc., but should consider time, manpower, financial resources and other factors, and set reasonable goals and deadlines.

For example, Shangpu Consulting provided a consumer research service for an automobile manufacturer. The purpose of the research was to "understand the cognition, attitude and purchase intention of consumers in the target market for new electric vehicles, as well as the main factors affecting their decision-making, so as to provide a basis for product pricing, promotion and channel strategy". The purpose of this research is specific, quantifiable and achievable, and can guide the design and implementation of subsequent research.

Selection of 2. research objects

The second step of consumer research is to choose the object of research, that is, who to investigate, what characteristics they have, and why to choose them. The selection of research objects helps to ensure the effectiveness and representativeness of the research, as well as improve the efficiency and quality of the research. The selection of research subjects should follow the following principles:

Relevance: The research object should be related to the research purpose and the product, that is, it can reflect or influence the market performance and consumer behavior of the product, such as "potential consumers in the target market", "existing consumers of competitors", "industry Experts and opinion leaders", etc., rather than "randomly selected public", "people who have nothing to do with the product", "their relatives, friends or colleagues", etc.

Diversity: The research objects should be diverse, that is, they can cover different dimensions and levels, such as "different age, gender, income, education, region, occupation and other demographic characteristics", "different needs, preferences, attitudes, behaviors, Experience and other consumption characteristics", "different channels, media, social networks and other information characteristics", etc, rather than "a single group or type", "similar characteristics or background", "samples lacking differences or contrasts", etc.

accessibility: the research object should have accessibility, that is, they can contact and investigate within a reasonable time and cost, such as "people who are willing to participate in and cooperate with the research", "people who can provide effective and true information", "people who can contact through existing channels and methods", etc, not "people who refuse or ignore research", "people who provide invalid or false information", "people who are difficult or unable to contact", etc.

For example, Shangpu Consulting Company provides consumer research services for a cosmetics brand. The target of the survey is "female consumers aged 18-35 in the target market, with different skin types, skin colors, consumption levels, purchasing habits, and usage scenarios. And other characteristics, there are differences in the demand, preference, attitude, behavior, experience, etc. of cosmetics, which can be investigated online and offline". These research objects are relevant, diverse, and accessible, and can reflect the market situation and consumer characteristics of the product.

Design of 3. Research Methods

The third step of consumer research is to design research methods, that is, what methods and tools should be used, what data and information should be collected, and how to ensure the quality and effectiveness of data and information. The design of survey methods helps to improve the scientificity and accuracy of the survey, as well as to optimize the process and effect of the survey. The following factors should be considered in the design of the research methodology:

Data type: Data type refers to the nature and form of the data collected by the survey, mainly divided into quantitative data and qualitative data. Quantitative data refers to data that can be described and analyzed by numerical or statistical methods, such as "the number, proportion, frequency, amount, score, ranking, etc. of consumers"; qualitative data refers to data that can be described and analyzed by text or non-numerical methods, such as "consumers' feelings, opinions, suggestions, stories, situations, etc". Different data types have different advantages and disadvantages and application scenarios. In general, quantitative data is more suitable for describing and measuring the current situation and laws of consumers, and qualitative data is more suitable for explaining and understanding consumers' motivations and reasons. Therefore, consumer research should use a combination of quantitative and qualitative data to gain more comprehensive and in-depth insights.

Data source: Data source refers to the source and channel of the data collected by the research, mainly divided into first-hand data and second-hand data. First-hand data refers to data obtained directly from consumers or markets, such as "questionnaires, interviews, observational studies, experimental studies, etc."; second-hand data refers to data obtained from existing data or literature, such as "official statistics, industry reports, academic papers, media reports, etc". Different data sources have different advantages and disadvantages and applicable scenarios. Generally speaking, first-hand data is more suitable for obtaining targeted and unique data, and second-hand data is more suitable for obtaining extensive and basic data. Therefore, consumer research should use a combination of first-hand and second-hand data to improve the validity and credibility of the data.

Data collection: Data collection refers to the methods and tools of data acquisition used in the research, which are mainly divided into quantitative data collection and qualitative data collection. Quantitative data collection refers to the use of quantitative methods and tools to obtain data, such as "online or paper questionnaires, telephone or text message surveys, scanned or tracked data, etc."; Qualitative data collection refers to the use of non-quantitative methods and tools to obtain data, such as "face-to-face or remote interview interviews, group or individual focus interviews, field or laboratory observation studies, etc". Different data collection methods and tools have different advantages and disadvantages and application scenarios. In general, quantitative data collection is more suitable for obtaining large and standardized data, and qualitative data collection is more suitable for obtaining small and deep data. Therefore, consumer research should select appropriate data collection methods and tools based on data types and data sources to ensure data quality and efficiency.

Data analysis: Data analysis refers to the methods and techniques of data processing and interpretation used in research, which are mainly divided into quantitative data analysis and qualitative data analysis. Quantitative data analysis refers to the use of mathematical or statistical methods and techniques to process and interpret data, such as "descriptive statistics, inferential statistics, correlation analysis, regression analysis, factor analysis, cluster analysis, etc."; qualitative data analysis refers to the use of language or graphic methods and techniques to process and interpret data, such as "content analysis, discourse analysis, narrative analysis, thematic analysis, situational analysis, case analysis, etc". Different data analysis methods and techniques have different advantages and disadvantages and application scenarios, in general, quantitative data analysis is more suitable for discovering and verifying the laws and relationships of data, qualitative data analysis is more suitable for exploring and interpreting the meaning and connotation of data. Therefore, consumer research should be based on the type of data and data collection, select the appropriate data analysis methods and techniques to extract the value and insight of the data.

For example, Shangpu Consulting Company provides a consumer research service for a restaurant chain brand. The research method is to "use online questionnaires and offline interviews to collect quantitative data such as consumers' cognition, satisfaction, loyalty and willingness to recommend of the brand in the target market, as well as qualitative data such as brand feelings, opinions, suggestions and stories, use descriptive statistics, correlation analysis, thematic analysis, situational analysis and other methods and techniques to analyze the distribution, differences, influencing factors, consumer portraits, etc". These research methods can effectively collect and analyze data, obtain useful information andConclusion。

Presentation and application of 4. research results

The fourth step of consumer research is to present and apply the results of the research, that is, in what form and content, to what audience and goals, what information and suggestions to convey, and how to realize the value and role of the research. The presentation and application of the research results help to improve the readability and usability of the research, as well as to achieve the purpose and effect of the research. The presentation and application of research results should pay attention to the following points:

Form: Form refers to the way in which research results are displayed and expressed, mainly divided into text, charts, pictures, videos, etc. Different forms have different advantages and disadvantages and applicable scenarios. Generally speaking, text is more suitable for describing and explaining the details and background of data, charts are more suitable for displaying and comparing the distribution and differences of data, pictures are more suitable for expressing and causing data The emotions and impressions of the video are more suitable for demonstrating and explaining the process and scenes of the data. Therefore, the presentation of research results should use a combination of different formats to enhance the expressiveness and attractiveness of the data.

Content: The content refers to the structure of the organization and arrangement of the research results, mainly divided into titles,Abstract、Text、Conclusion, Appendix, etc. Different contents have different functions and focuses. Generally speaking, the title should be concise and clear, summarizing the theme and purpose of the research,Abstractshould be concise and to the point, summarize the methods and results of the research,TextThe process and analysis of the research should be described in detail and complete,ConclusionThe findings and recommendations of the survey should be clearly highlighted and summarized, and the appendix should be supplemented to provide data and information on the survey. Therefore, the presentation of research results should be in a logical order with reasonable content to improve the readability and comprehensibility of the data.

Audience: Audience refers to the object of receiving and using the research results, mainly divided into internal audience and external audience. The internal audience refers to the subject of the initiation and execution of the research, such as "the management, decision-making, executive, etc. of the enterprise"; the external audience refers to the objects of participation and influence of the research, such as "consumers, competitors, partners, media, government, etc". Different audiences have different needs and expectations. Generally speaking, internal audiences pay more attention to the methods and analysis of research, while external audiences pay more attention to the results and impact of research. Therefore, the presentation of research results should be based on different audiences, choosing the appropriate form and content to meet the availability and credibility of the data.

Objectives: Objectives refer to the purpose of the delivery and implementation of research results, which are mainly divided into information objectives and action objectives. Information goal refers to providing valuable information to the audience through research results, such as "the current situation and trend of the market, the needs and preferences of consumers, the advantages and disadvantages of products, the image and reputation of brands, the strategies and trends of competitors, etc."; action goal refers to guiding the audience to take favorable actions through research results, for example, "product development and improvement, market division and positioning, price setting and adjustment, promotion design and implementation, channel selection and management, cooperation search and establishment, etc". Different goals have different importance and urgency. Generally speaking, information goals are more suitable for improving the knowledge and understanding of the audience, and action goals are more suitable for promoting the decision-making and behavior of the audience. Therefore, the presentation of the research results should highlight the information and suggestions of the data according to different objectives, so as to realize the value and function of the data.

For example, Shangpu Consulting provided consumer research services to a clothing retailer. The results of the research were "using text, charts, pictures, videos, etc., according to the title,Abstract、Text、Conclusion, appendices and other content, presented to internal and external audiences, aims to provide information about consumer needs, preferences, behaviors, experience, etc., as well as suggestions on product design, category, style, quality, price, etc., to help audiences improve The attractiveness and competitiveness of products, increase consumer satisfaction and loyalty, and enhance the image and reputation of the brand ". These research results can effectively transmit and implement data to achieve the purpose and effect of the research.

Conclusion

From the perspective of experts, this paper summarizes the practical guidelines of enterprise consumer research, including the clear purpose of research, the choice of research objects, the design of research methods, the collection and analysis of research data, the presentation and application of research results. This paper also combines the specific case of consumer research services provided by Shangpu Consulting Company for multiple customers, showing the actual effect and value of consumer research. Enterprise consumer research is a complex and important work, which needs to follow certain principles and steps in order to obtain effective and reliable data and analysis, and provide basis and guidance for enterprise products and market strategies. It is hoped that this paper can provide some reference and help for the practice of enterprise consumer research.

Appendix

The data and information used in this article are derived from the internal reports and public information of Shangpu Consulting, which are for reference only and do not represent the views and positions of Shangpu Consulting. If you have any questions or suggestions, please contact the relevant person in charge of Champ Consulting.