The basic process of 1. consumer research

The basic process of consumer research generally includes the following steps:

Determine the purpose and scope of the research: clarify the objectives, objects, contents, time and budget of the research, and provide guidance for the subsequent research design and implementation.

Design research programs and tools: according to the purpose and scope of the research, select appropriate research methods (such as quantitative research or qualitative research), data sources (such as first-hand data or second-hand data), data collection methods (such as questionnaires, interviews, observations, experiments, etc.), sample selection (such as random sampling or stratified sampling, etc.), data analysis methods (such as descriptive analysis, correlation analysis, causal analysis, etc.), and formulate detailed research plans, and develop appropriate research tools (e. g., questionnaires, interview guides, observation tables, etc.).

Implementation of research and data collection: according to the research plan and tools, the target consumers are investigated, relevant data are collected, and data cleaning and sorting are carried out to ensure the validity and reliability of the data.

Analysis of data and interpretation of results: the use of appropriate data analysis methods, the collection of data analysis, the results of the survey, and according to the purpose and scope of the survey, the results of the interpretation and evaluation, to extract the main findings and implications of the survey.

Writing research reports and making recommendations: systematically organize the process, results and interpretation of the research into a research report, which should includeSummary, text, conclusionSuggestions, references, appendices and other parts, and according to the research results, put forward targeted suggestions and improvement measures for enterprises.

Basic methods and tools for 2. consumer research

The basic methods of consumer research can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the collection and analysis of a large number of numerical data, to describe and explain the characteristics, behaviors and attitudes of consumers. The advantage of quantitative research is that it provides objective, accurate, and comparable data for purposes such as verifying assumptions, assessing scale, and analyzing relationships. The common methods of quantitative research are questionnaire, experimental method, mathematical statistics and so on. Common tools for quantitative research include online questionnaires, telephone interviews, postal questionnaires, scan-code questionnaires, face-to-face questionnaires, etc.

Qualitative research refers to the collection and analysis of non-numerical data to explore and understand consumers' motivations, feelings, thoughts and experiences. The advantage of qualitative research is that it can provide in-depth, detailed, and rich data for the purpose of discovering problems, mining needs, and generating ideas. The common methods of qualitative research are interview method, observation method, case analysis method, focus group method and so on. Common tools for qualitative research include interview guides, observation sheets, audio and video recordings, photos, videos, diaries, stories, etc.

The choice of methods and tools for consumer research should be based on the purpose and scope of the research. Generally speaking, quantitative research and qualitative research can complement each other and be used in combination to achieve better research results.

The Strategic Value of 3. Consumer Research

The strategic value of consumer research is that it can help companies provide more valuable, competitive, and attractive products and services from the perspective of consumers, thereby enhancing their market share, brand influence, and customers. Loyalty and profitability. Specifically, consumer research can provide the following support for the strategic decision-making of enterprises:

Market positioning: Consumer research can help companies understand the size, structure, distribution, trends, opportunities and threats of the market, so as to determine the target market, target consumers and target needs of the enterprise, as well as the positioning and differentiation strategy of the enterprise in the market.

Product development: consumer research can help enterprises find and tap the potential needs, pain points and expectations of consumers, so as to provide reference and basis for product creativity, design, function, quality, price, etc., as well as provide feedback and suggestions for product testing, improvement and optimization.

Marketing strategy: Consumer research can help companies understand consumer perceptions, attitudes, behaviors and satisfaction, etc., so as to provide guidance and support for product promotion, distribution, promotion, pricing, etc., as well as for the evaluation, adjustment, and improvement of marketing activities Provide basis and direction.

Customer relationship: consumer research can help enterprises to establish and maintain a good relationship with consumers, through the collection and analysis of consumer feedback, opinions, suggestions and complaints, improve consumer participation, loyalty and satisfaction, and provide the basis and direction for the improvement, innovation and personalization of customer service.

Practical cases of 4. consumer research

In order to better demonstrate the practical application and value of consumer research, this paper will briefly introduce and analyze the specific cases of consumer research services provided by Shangpu Consulting for customers in different industries and fields.

Case 1: Consumer research on new product development for a fast consumer product company

A fast consumer product company plans to develop a skin care product for young female consumers, hoping to understand the needs, preferences, purchase behavior and use experience of target consumers, so as to provide a basis for the creativity, design, pricing and promotion of new products. Champ Consulting provides the following consumer research services for the company:

First of all, through the collection and analysis of second-hand data, Shangpu Consulting understands the current situation and trends of the skin care market, as well as competitors' products and strategies, etc., to provide background and reference for the subsequent collection and analysis of first-hand data.

Secondly, through the method of quantitative research, Shangpu Consulting designed an online questionnaire, conducted an extensive survey of target consumers, collected basic information about consumers, the use of skin care products, purchase channels, brand awareness, product evaluation and other aspects of data, descriptive analysis and correlation analysis, obtained the main characteristics and preferences of consumers.

Thirdly, through qualitative research, Shangpu Consulting invited some participants of the questionnaire survey to conduct in-depth interviews and focus group discussions, collected data on consumers' skin care needs, pain points, expectations, creativity and suggestions, summarized and summarized the data, and obtained the deep motivation and feelings of consumers.

Finally, Shangpu Consulting compiled the results and interpretation of the research into a detailed research report, and put forward the following suggestions and improvement measures for the enterprise:

The idea of new products should highlight their special needs for young female consumers, such as moisturizing, whitening, antioxidant, etc., as well as their unique selling points, such as natural, safe, and efficient.

The design of new products should conform to the aesthetics and personality of young female consumers, such as the color, shape, pattern, etc. of the packaging, as well as the texture, fragrance, and feeling of the product.

The pricing of new products should take into account the spending power and psychology of young female consumers, as well as the pricing strategies of competitors, to determine a reasonable price range and flexibility.

The promotion of new products should make use of the media and channels that young female consumers like, such as social networks, video platforms, e-commerce platforms, etc., as well as the use of influential opinion leaders and word-of-mouth communication to improve the popularity and popularity of new products.

Through the consumer research service of Shangpu Consulting, the company has successfully developed a skin care product that is popular with young female consumers, achieving market breakthroughs and growth.

Case 2: A consumer survey of customer satisfaction for a financial services company.

A financial services company provides a variety of financial products and services, such as loans, wealth management, insurance, etc., hoping to understand customer satisfaction and loyalty to its products and services, as well as the factors and degrees that affect customer satisfaction and loyalty, in order to provide a basis for enhancing customer relationships and increasing customer value. Champ Consulting provides the following consumer research services for the company:

First of all, through the collection and analysis of first-hand data, Shangpu Consulting designed a customer satisfaction survey questionnaire, conducted a systematic survey of the existing customers of the enterprise, collected data on the basic information of customers, the use of products and services, satisfaction scores, loyalty indicators, improvement opinions and other aspects of the data, descriptive analysis and causal analysis, the overall level and distribution of customer satisfaction and loyalty are obtained, as well as the main factors and degrees that affect customer satisfaction and loyalty.

Secondly, through the collection and analysis of second-hand data, Shangpu Consulting understands the standards and trends of the financial services industry, as well as the characteristics and advantages of competitors' products and services, and provides comparison and reference for the subsequent collection and analysis of first-hand data.

Thirdly, through qualitative research, Shangpu Consulting invited some participants in the customer satisfaction questionnaire to conduct in-depth interviews and case studies, collected data on customers' needs, feelings, experiences and suggestions, summarized and summarized the data, and obtained the deep motivation and feelings of customers.

Finally, Shangpu Consulting compiled the results and interpretation of the research into a detailed research report, and put forward the following suggestions and improvement measures for the enterprise:

The company should pay attention to the core needs of customers, such as safety, convenience, efficiency, etc., as well as the personalized needs of customers, such as flexibility, customization, discounts, etc., to provide products and services that are more in line with customer needs, and improve customer satisfaction and loyalty.

The company should optimize the customer's service experience, such as improving the quality, speed, attitude, etc. of the service, as well as improving the availability, reliability, credibility, etc. of the service, providing better service and improving customer satisfaction and loyalty.

The company should enhance customer participation, such as through communication, feedback, rewards, etc., to increase customer voices, opinions, suggestions, etc., and through activities, communities, members, etc., to increase customer interaction, communication, sharing, etc., Provide more valuable participation and improve customer satisfaction and loyalty.

Through the consumer research service of Shangpu Consulting, the company has effectively improved customer satisfaction and loyalty, and realized the optimization of customer relationship and the increase of customer value.

5. Conclusion

Consumer research is a way to help companies understand the market and consumers and make or adjust decisions about products, services, marketing and strategy by collecting, analyzing and interpreting consumer information. The importance of consumer research is that it can help companies provide more valuable, more competitive, and more attractive products and services from the perspective of consumers, thereby enhancing their market share, brand influence, and customers. Loyalty and profitability. The basic process of consumer research includes determining the purpose and scope of the research, designing research programs and tools, conducting research and collecting data, analyzing data and interpreting results, writing research reports and making recommendations. The basic methods of consumer research can be divided into two categories: quantitative research and qualitative research. Quantitative research describes and explains consumers' characteristics, behaviors and attitudes by collecting and analyzing numerical data. Qualitative research explores and understands consumers' motivations, feelings, thoughts and experiences by collecting and analyzing non-numerical data. The choice of methods and tools for consumer research should be based on the purpose and scope of the research. Generally speaking, quantitative research and qualitative research can complement each other and be used in combination to achieve better research results. The strategic value of consumer research lies in its ability to support strategic decisions such as market positioning, product development, marketing strategies, and customer relationships. Taking Shangpu Consulting as an example, this paper introduces the basic process, methods and tools of consumer research, and how to use the results of consumer research to optimize the strategic decision-making of enterprises. This paper also shows the application and value of consumer research in practice with the specific cases of consumer research services provided by Shangpu Consulting for customers in different industries and fields.