1. rely too much on questionnaires

Questionnaire survey is a common consumer research method, which can quickly and cheaply collect a large amount of consumer information, such as basic attributes, purchase intention, satisfaction and so on. However, questionnaires also have their limitations. If they rely too much on questionnaires, they may lead to the following problems:

Questionnaire design is unreasonable. Questionnaire design needs to follow certain principles, such as clear, concise, unambiguous, unguided, non-repetitive, etc., otherwise it will affect the validity and credibility of the questionnaire. In addition, the length, structure, order, and options of the questionnaire will also affect the quality of consumers' answers and participation.

Questionnaire is not true. When consumers fill in the questionnaire, they may be affected by factors such as self-cognition, social expectations, emotional state, etc., resulting in untrue, inconsistent, and incomplete answers. For example, consumers may exaggerate or narrow their purchasing power, needs, preferences, etc., or randomly select or omit certain issues.

Questionnaire analysis is not in-depth. Questionnaire survey can only collect the surface information of consumers, but can not understand the motivation, psychology, emotion and other internal factors of consumers. If we simply count and describe the questionnaire data without further analysis and interpretation, we will ignore the deep needs and potential value of consumers.

Coping method

Optimize questionnaire design. When designing the questionnaire, it is necessary to clarify the purpose, object, scope, indicators, etc. of the survey to ensure the pertinence and effectiveness of the questionnaire. At the same time, we should follow the principles of questionnaire design, avoid vague, biased, repetitive, lengthy and other issues, and improve the credibility and operability of the questionnaire.

Improve the authenticity of the questionnaire. When conducting a questionnaire survey, it is necessary to minimize the deviation of consumers' answers and improve the authenticity of the questionnaire. The specific methods include: selecting appropriate research channels, timing, methods, etc., to increase consumers' willingness and convenience to participate; setting up reasonable incentive mechanisms, confidentiality measures, random sampling, etc., to increase the integrity and representativeness of consumers' answers; using A variety of question forms, setting logical checks, data cleaning, etc., increase the consistency and integrity of consumers' answers.

Deepen the questionnaire analysis. When analyzing the questionnaire data, we should try our best to dig out the internal factors of consumers and deepen the analysis of the questionnaire. Specific methods include: the use of a variety of statistical methods, the establishment of mathematical models, hypothesis testing, etc., to improve the accuracy and reliability of the questionnaire analysis; combined with consumer motivation, psychology, emotion and other theories, causal analysis, correlation analysis, cluster analysis, etc., to improve the depth and breadth of the questionnaire analysis; according to the analysis results, put forward targeted and feasible suggestions and programs to improve the practicality and value of the questionnaire analysis.

2. ignore consumer behavior data

Consumer behavior data refers to the data generated by consumers when purchasing, using and evaluating products or services, such as browsing history, click-through rate, shopping cart, order, review, rating, etc. Consumer behavior data can reflect consumers' real needs, preferences, satisfaction, etc., and is an important source of consumer research. However, many companies ignore consumer behavior data when conducting consumer research, leading to the following problems:

Inadequate data collection. Consumer behavior data is a kind of dynamic, multi-dimensional and massive data, which needs to be effectively collected, stored and managed through various channels, tools and technologies. If the enterprise does not establish a sound data collection system, or does not make good use of existing data resources, it will lead to missing data, redundancy, inconsistency, etc., affecting the integrity and quality of data.

Data analysis was inadequate. Consumer behavior data is a kind of complex, obscure and changeable data, which needs to be effectively processed, analyzed and mined through various methods, models and algorithms. If the enterprise does not establish a perfect data analysis platform, or does not make good use of the existing data technology, it will lead to data misunderstanding, waste, lag, etc., affecting the validity and value of the data.

Insufficient data application. Consumer behavior data is a kind of useful, interesting and powerful data, which needs to be effectively displayed, applied and optimized through various ways, forms and scenarios. If the enterprise does not establish a sound data application mechanism, or does not make good use of existing data opportunities, it will lead to data isolation, leakage, failure, etc., affecting the practicality and competitiveness of the data.

Coping method

Adequate collection of data. When collecting consumer behavior data, we should try our best to cover the whole process, comprehensive and all-round behavior data of consumers to ensure the adequacy and quality of the data. Specific methods include: establishing a unified data collection system, integrating various data channels, such as websites, APP, social media, third-party platforms, etc., to collect consumers' online behavior data; Using various data tools, such as sensors, RFID, GPS, etc., to collect offline behavior data of consumers; Using various data technologies, such as cloud computing, big data, block chain, etc, achieve efficient data storage, security management, real-time updates.

Fully analyze the data. When analyzing consumer behavior data, we should try our best to reveal the deep needs, preferences and values of consumers to ensure the validity and value of the data. The specific methods include: establishing a unified data analysis platform, using various data methods, such as data cleaning, data visualization, data mining, etc., to improve the quality and efficiency of data analysis; Using various data models, such as association analysis, cluster analysis, classification analysis, etc., to improve the depth and breadth of data analysis; Using various data algorithms, such as machine learning, deep learning, reinforcement learning, etc, improve data analytics intelligence and innovation.

Full application of data. When applying consumer behavior data, we should try our best to meet the personalized, diversified and real-time needs of consumers to ensure the practicability and competitiveness of the data. The specific methods include: establishing a unified data application mechanism, formulating various data strategies, such as data sharing, data protection, data optimization, etc., to improve data application compliance and security; Formulating various data schemes, such as data recommend, data pricing, data marketing, etc., to improve the pertinence and effectiveness of data application; Formulating various data scenarios, such as data stories, data games, data arts, etc, increase the interest and impact of data applications.

3. lack of consumer insight

Consumer insight refers to the deep understanding and insight of consumers, which can reveal the real needs, potential motivations and core values of consumers, and is the core goal of consumer research. However, many companies lack consumer insight when conducting consumer research, leading to the following problems:

Insight sources are not abundant. Consumer insight needs to be obtained from a variety of sources, such as consumers' words and deeds, emotions, psychology, society, culture, etc., not just from the consumer's surface information. If companies only focus on the explicit needs of consumers and ignore the implicit needs of consumers, it will lead to one-sided and superficial insight.

Insight method is not scientific. Consumer insight needs to be obtained through scientific methods, such as consumer observation, interviews, experiments, simulations, etc., not just through intuition or experience. If enterprises only rely on their own subjective judgment and ignore the objective facts of consumers, it will lead to biased and misleading insight.

Inaccurate insight results. Consumer insight needs to be obtained through precise results, such as consumer demand points, pain points, highlights, etc., not just through generalizations or descriptions. If the enterprise only provides the consumer's general or vague insight, but ignores the consumer's specific or clear insight, it will lead to the ineffectiveness and uselessness of the insight.

Coping method

Rich sources of insight. When obtaining consumer insight, we should try our best to cover the multi-dimensional, multi-level and multi-angle information of consumers to ensure the richness and comprehensiveness of insight. Specific methods include: obtaining insights from consumers' words and deeds, such as consumers' purchase, use, evaluation and other behaviors, reflecting consumers' actual needs and satisfaction; obtaining insights from consumers' emotions, such as consumers' emotions, such as consumers' emotions, such as emotions, such as emotions, such as emotions, such as emotions, such as emotions, such as consumers' cognition, attitude, belief and so on, reflect the rational needs and values of consumers; obtain insights from consumers' society, such as consumers' groups, roles, relationships and other societies, reflecting consumers' social needs and sense of belonging; obtain insights from consumers' culture, such as consumers' habits, traditions, beliefs and other cultures, reflecting consumers' cultural needs and sense of identity.

Scientific insight methods. When obtaining consumer insight, we should try to use scientific methods to obtain it, such as consumer observation, interview, experiment, simulation, etc., to ensure the scientificity and credibility of the insight. The specific methods include: obtaining insights through consumers' observation, such as systematic observation and recording of consumers' behaviors, environments, scenes, etc., to discover consumers' problems and needs; obtaining insights through consumers' interviews, such as in-depth interviews and exchanges on consumers' thoughts, feelings, experiences, etc., to understand consumers' motives and values; obtaining insights through consumers' experiments, such as conducting scientific experiments and tests on consumer reactions, choices, behaviors, etc. to verify consumer assumptions and theories; gaining insights through consumer simulations, such as real simulations and exercises on consumer experiences, participation, creation, etc., to stimulate consumer creativity and inspiration.

Accurate insight into results. When obtaining consumer insight, try to provide accurate results, such as consumer demand points, pain points, highlights, etc., to ensure the accuracy and practicality of the insight. Specific methods include: providing consumer demand points, such as consumer basic needs, expected needs, potential needs, etc., reflecting consumer demand levels and differentiation; providing consumer pain points, such as consumer problems, difficulties, and dissatisfaction, etc., Reflect the degree of consumer pain and room for improvement; provide consumer highlights, such as consumer advantages, opportunities, satisfaction, etc., to reflect the degree of consumer advantage and value-added space.

4. failed to effectively translate findings

The results of consumer research refer to the consumer information, insights, suggestions, etc. obtained through consumer research, which can provide coping methods for enterprise product design, marketing strategy, service improvement, etc.

Clear conversion goals. When transforming consumer research results, it is necessary to clarify the goals and directions of the transformation, such as product design, marketing strategy, service improvement, etc., to ensure the pertinence and effectiveness of the transformation. Specific methods include: according to the purpose and scope of consumer research, determine the focus and priority of transformation, such as consumers' core needs, pain points, highlights, etc.; According to the results and suggestions of consumer research, determine the content and method of transformation, such as the function, form and experience of the product; According to the analysis and evaluation of consumer research, determine the effect and value of transformation, such as product satisfaction, loyalty, recommend, etc.

Establish a transformation mechanism. When transforming consumer research results, it is necessary to establish effective transformation mechanisms and processes, such as transformation organization, collaboration, feedback, etc., to ensure the smoothness and quality of the transformation. The specific methods include: establishing a special transformation organization, such as the person in charge, team, department, etc. of the transformation, responsible for the transformation of consumer research results, and improving the professionalism and responsibility of the transformation; establishing effective transformation cooperation, such as transformation communication, Coordination, collaboration, etc., promote the transformation and cooperation of consumer research results, improve the synergy and efficiency of transformation; establish timely transformation feedback, such as the monitoring, evaluation and improvement of transformation, optimize the transformation effect of consumer research results, and improve the continuity and improvement of transformation.

Use transformation tools. When transforming consumer research results, various transformation tools and technologies, such as transformation models, frameworks, methods, etc., should be used to ensure that the transformation is scientific and innovative. Specific methods include: using transformation models, such as KANO model, blue ocean model, growth hacker model, etc., to guide the transformation ideas of consumer research results and improve the logic and systematicness of transformation; using transformation frameworks, such as value proposition canvas, business model canvas, agile development canvas, etc., to guide the transformation structure of consumer research results and improve the integrity and clarity of transformation; using transformation methods, such as design thinking, lean entrepreneurship, agile development, etc., to guide the transformation process of consumer research results, improve the flexibility and creativity of transformation.

Conclusion

Consumer research is an important means for enterprises to understand market demand, optimize product design and formulate marketing strategies. Based on the practical experience of Shangpu Consulting, this paper analyzes the four misunderstandings of corporate consumer research, namely: over-reliance on questionnaires, ignoring consumer behavior data, lack of consumer insight, and failure to effectively transform research results. In view of these misunderstandings, this paper puts forward the corresponding countermeasures, including: using a variety of research methods, combining consumer behavior data, using consumer insight model, and establishing the transformation mechanism of research results. The purpose of this paper is to help enterprises improve the quality and effect of consumer research, so as to better meet the market demand and enhance competitiveness.