Purpose of 1. Consumer Research

The purpose of consumer research is to obtain relevant information about consumers so that companies can formulate or adjust market strategies. The purpose of consumer research can be divided into the following categories:

Market demand research: to understand the overall size of the market, growth rate, trends, competitive conditions, consumer demand, demand structure, demand changes, etc., for the enterprise's product development, pricing, distribution, promotion, etc. to provide a basis.

Market segmentation research: according to the different characteristics of consumers, such as geography, population, psychology, behavior, etc., the market is divided into a number of relatively balanced sub-markets, for the enterprise's target market selection, differentiation positioning, product differentiation and so on to provide the basis.

Consumer behavior research: understand consumers' purchase motivation, purchase process, purchase decision, purchase behavior, post-purchase behavior, etc., to provide a basis for corporate marketing communication, consumer relationship management, brand building, etc.

Consumer satisfaction survey: to understand consumers' satisfaction, loyalty and willingness to introduce products or services of the enterprise, so as to provide basis for product or service improvement, customer maintenance, customer retention, etc.

Consumer insight research: in-depth exploration of consumers' potential needs, values, lifestyles, consumption scenarios, etc., to provide a basis for innovative products, innovative services, innovative marketing, etc.

Methods of 2. Consumer Research

Consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research is the method of mathematical statistics, a large number of consumers are measured regularly, to obtain objective, quantifiable data. Qualitative research is an in-depth discussion of a small number of consumers through non-mathematical statistical methods to obtain subjective and difficult to quantify data. Quantitative research and qualitative research have their own advantages and disadvantages, and generally need to be used in combination to complement each other.

The common methods of quantitative research are:

Questionnaire survey: by designing a series of questions, issuing or sending questionnaires to consumers, collecting consumers' answers and conducting data analysis. The questionnaire survey can take the form of paper questionnaire, telephone questionnaire, network questionnaire and so on, which is suitable for collecting consumers' basic information, attitude, opinion, satisfaction and so on.

Experimental method: By designing one or more experimental conditions, the consumer is observed in a controlled manner, the consumer's response is collected, and the data is analyzed. The experimental method can take the form of laboratory experiments, scene experiments, natural experiments, etc., and is suitable for testing consumer behavior, preferences, perceptions, etc.

Observation method: through direct or indirect means, non-interference observation of consumers, collection of consumer behavior, expression, action, etc., data analysis. The observation method can take the form of manual observation, instrument observation, hidden observation, etc., which is suitable for understanding the consumer's purchase process, purchase scene, post-purchase behavior, etc.

The common methods of qualitative research are:

Interview method: Through one-on-one dialogue with consumers, open-ended questions are asked to consumers, consumer answers are collected, and data analysis is carried out. The interview method can be used in the form of face-to-face interviews, telephone interviews, and online interviews, which are suitable for in-depth understanding of consumers' motivations, feelings, and experiences.

Focus group: By inviting 6-12 consumers to form a group, a moderator will guide the group discussion, ask consumers questions related to the topic, collect consumers' answers, and conduct data analysis. Focus groups can be in the form of live discussions, video conferences, online forums, etc., suitable for exploring consumer needs, opinions, attitudes, etc.

Project method: by allowing consumers to participate in some specific projects, such as painting, puzzles, role-playing, etc., to collect consumer works, performance, feedback, etc., for data analysis. The project method can take the form of individual projects, group projects, joint projects, etc., and is suitable for mining consumers' subconscious, emotions, values, etc.

3. consumer research process

The process of consumer research generally includes the following steps:

Determine the purpose of the research: clarify the theme, scope, objectives, expectations, etc. of the research, and provide guidance for subsequent research design.

Design research plan: select appropriate research methods, formulate research plans, compile research tools, determine research samples, etc., to provide guarantee for the implementation of subsequent research.

Implementation of research activities: according to the research plan, organize researchers, conduct questionnaires, experimental operations, interview arrangements, observation records, etc., to provide data for subsequent research and analysis.

Analysis of research results: according to the purpose of the research, the use of statistical analysis, content analysis, structural analysis and other methods, the collection of data collation, induction, interpretation, etc., for the follow-up research report to provide the basis.

Writing research report: according to the standard format, the purpose, plan, activities, results,Conclusion, suggestions, etc., are clearly, completely and accurately presented in the form of text, charts, attachments, etc., to provide reference for subsequent decision support.

Tools 4. Consumer Research

Consumer research tools are software or platforms used to assist or improve the efficiency and quality of consumer research. Consumer research tools can be divided into the following categories:

Questionnaire design tools: used to help researchers design the content, format, logic, etc. of the questionnaire, such as SurveyMonkey, QuestionPro, WJX, etc.

Questionnaire distribution tool: used to help researchers send questionnaires to target consumers, such as email, SMS, WeChat, web pages, etc.

Questionnaire collection tools: used to help researchers collect consumer responses, such as online databases, cloud storage, local files, etc.

Data analysis tools: used to help researchers to collect data for statistical analysis, chart display, report generation, etc., such as Excel, SPSS, R, etc.

Interview recording tool: used to help researchers record the interview content of consumers, such as mobile phones, recording pens, voice to text, etc.

Interview analysis tools: used to help researchers conduct content analysis, topic extraction, sentiment analysis, etc. on the recording or text of the interview, such as NVivo, MAXQDA, Textalytic, etc.

Focus group recording tools: used to help researchers record consumer focus group discussions, such as cameras, video conferences, video to text, etc.

Focus group analysis tools: used to help researchers perform content analysis, topic extraction, sentiment analysis, etc. on focus group videos or text, such as NVivo, MAXQDA, Textalytic, etc.

Project work collection tool: used to help researchers collect consumer project work, such as photos, videos, documents, etc.

Project work analysis tools: used to help researchers analyze the form, content and symbolic analysis of project works, such as Photoshop, Premiere and SemioLab.

Analysis of 5. Consumer Research

The analysis of consumer research refers to the processing, interpretation, induction, inference, etc. of the collected data in order to obtain valuable information andConclusion. The analysis of consumer research can be divided into the following steps:

Data cleaning: check the completeness, accuracy, consistency and validity of data, delete or correct invalid, wrong, duplicate and abnormal data to improve the quality of data.

Data description: Calculate the basic statistics of the data, such as mean, variance, frequency, percentage, etc., describe the distribution, concentration, dispersion, bias and other characteristics of the data, in order to summarize the basic situation of the data.

Data visualization: Use charts, graphs, images, etc. to visually display the characteristics, relationships, and rules of data to enhance the expressiveness of the data.

Data modeling: Using mathematical models, machine learning, artificial intelligence and other methods, the data classification, clustering, regression, prediction and other analysis, to explore the deep meaning of the data.

Data interpretation: according to the analysis results of the data, combined with the purpose and background of the research, the data interpretation, evaluation, inference, etc., in order to draw meaningfulConclusionand recommendations.

The Case of 6. Consumer Research

In order to better explain the whole process of consumer research, this paper will combine the specific cases of Shangpu consulting service customers to show the practical application and value of consumer research.

Case 1: Market demand research of an automobile brand

An automobile brand is an internationally renowned company focusing on the high-end SUV market. In order to further expand its share in the Chinese market, it entrusts Shangpu Consulting to conduct market demand research to understand the demand, demand structure, and demand changes of Chinese consumers for high-end SUVs.

Champ Consulting used a combination of questionnaire and experimental methods to design the following research programme:

Questionnaire survey: through the form of network questionnaire, 1000 potential consumers of high-end SUV were distributed to collect their basic information, car purchase intention, car purchase budget, car purchase preference, car purchase channel and other data, and carried out data cleaning, description, visualization, modeling, interpretation and other analysis, and obtained the followingConclusion：

The market demand for high-end SUVs is large and is expected to grow at an average annual rate of 10% in the next five years.

The market demand structure of high-end SUVs is relatively complex, and consumers' car purchase preferences are affected by many factors, such as brand, price, performance, safety, comfort, appearance, and environmental protection.

The market demand for high-end SUVs has changed significantly. Consumers' car purchase preferences have changed with the development of society, economy, technology, and culture, such as paying more and more attention to intelligence, personalization, and experience.

There is a certain difference in the market demand for high-end SUVs. Consumers' car purchase preferences vary according to region, age, gender, income, education, etc. For example, northern consumers prefer large, luxurious, and powerful SUVs, while southern consumers prefer Small, refined, energy-saving SUVs, etc.

Experimental method: through the form of scene experiment, invite 100 potential consumers of high-end SUV to participate in the experiment, let them experience different high-end SUV in different scenes, collect their behavior, feedback, evaluation and other data, carry out data cleaning, description, visualization, modeling, interpretation and other analysis, and draw the followingConclusion：

Consumers' demand for high-end SUVs depends not only on the attributes of the product itself, but also on the matching degree of the product and the scene. For example, on urban roads, consumers are more inclined to choose light, flexible and fashionable SUVs, while on suburban roads, Consumers are more inclined to choose stable, sturdy and luxurious SUVs.

Consumers' demand for high-end SUVs depends not only on the functionality of the product, but also on the emotion of the product. For example, when experiencing high-end SUVs, consumers not only pay attention to the performance, safety, and comfort of the product, but also pay attention to what the product brings to them. Feelings such as happiness, confidence, and respect.

Consumers' demand for high-end SUVs depends not only on the reality of the product, but also on the ideality of the product. For example, when evaluating high-end SUVs, consumers not only consider the practical value, cost-effectiveness, and follow-up services of the product, but also consider the product's Social value, brand image, personal ideals, etc.

Based on the results of the survey, Champu Consulting made the following recommendations for the car brand:

Product development: according to the demand structure and demand changes of consumers, develop high-end SUV products in line with market trends and consumer preferences, such as intelligent, personalized and experiential SUV products.

Product pricing: According to the consumer's car purchase budget and car purchase channels, formulate reasonable product pricing strategies, such as regional differentiation pricing, product line pricing, promotional pricing, etc.

Product distribution: According to the consumer's car purchase channels and car purchase scenarios, establish an effective product distribution network, such as online and offline distribution channels, scenario-based distribution channels, etc.

Product promotion: according to the purchase intention and purchase process of consumers, design attractive product promotion activities, such as experiential promotion activities, interactive promotion activities, social promotion activities, etc.

Product improvement: According to consumer feedback and evaluation, continuously improve and optimize products to improve product performance, safety, comfort, appearance, and environmental protection.

Case 2: Consumer Insight Survey of a Cosmetic Brand

A cosmetics brand is a well-known domestic company focusing on the young women's market. In order to further enhance its competitiveness in the market, it entrusts Shangpu Consulting to conduct consumer insight research and in-depth exploration of young women's potential demand for cosmetics, values, lifestyles, and consumption Scenes etc.

Champ Consulting used a combination of interview and project methods to design the following research programme:

Interview method: Through face-to-face interviews, open-ended questions were asked to 50 young female consumers across the country, and data on their use habits, feelings and experiences of cosmetics were collected, and data cleaning, description, visualization, modeling, interpretation and other analysis were carried out.Conclusion：

The demand of young women for cosmetics is not only to beautify their appearance, but also to show their personality, style, attitude, etc. Cosmetics are their tools for self-expression.

Young women's demand for cosmetics is not only to satisfy their own hearts, but also to adapt to different occasions, roles, emotions, etc. Cosmetics are their self-regulation tools.

Young women's demand for cosmetics is not only to enhance their self-confidence, but also to increase their charm, influence, social power, etc., cosmetics are their self-improvement tools.

Project method: by allowing consumers to participate in some specific projects, such as painting, puzzles, role-playing, etc., collect their works, performance, feedback and other data, data cleaning, description, visualization, modeling, interpretation and other analysis, the followingConclusion：

The potential demand of young women for cosmetics is diverse, dynamic and individual. They hope that cosmetics can meet their different psychological, emotional and social needs, such as freedom, creation, belonging, recognition, respect and so on.

The values of young women are open, inclusive, and diverse. They believe that cosmetics should not be limited to certain fixed standards, rules, and models, but should allow different choices, attempts, and changes.

The lifestyle of young women is active, happy and interesting. They think that cosmetics are not only the necessities of daily life, but also the fun, art, games and so on.

The consumption scene of young women is changeable, rich and challenging. They think that cosmetics are not only a tool to adapt to the scene, but also a tool to create scenes, such as work, study, travel, party, date, etc.

According to the results of the survey, Champu Consulting put forward the following suggestions for the cosmetics brand:

Innovative products: According to the potential needs and values of young women, innovative cosmetics that meet their psychological, emotional, and social needs are developed, such as cosmetics that can be freely matched, created, and changed.

Innovative services: According to the lifestyle and consumption scenarios of young women, provide them with more convenient, comfortable and interesting innovative cosmetics services, such as anytime, anywhere, one-click, interactive cosmetics services.

Innovative marketing: according to the personality, style and attitude of young women, design innovative cosmetics marketing that is more attractive, infectious and influencing them, such as cosmetics marketing that can show themselves, express themselves and improve themselves.