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Shangpu Consulting: Four Steps and Processes of Enterprise Consumer Research

2024-07-18 16:48:21 来源：尚普咨询浏览量：0

消费者调研是指通过科学的方法，收集和分析消费者的信息，以了解消费者的需求、偏好、行为、态度、感知、满意度等，从而为企业的决策提供依据和建议。消费者调研是市场研究的重要组成部分，也是企业营销活动的基础和前提。

尚普咨询是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。尚普咨询作为中华人民共和国国家统计局涉外调查许可单位，不仅服务于中国国内企业，也帮助国外企业在中国市场取得更大的成功。尚普咨询提供行业研究、市场细分和用户行为研究、渠道模式研究、竞争对手调查、市场进入研究、消费者研究、投资决策评估、ipo细分市场研究、募投项目可行性研究、商业融资计划等细分咨询服务。

尚普咨询在消费者调研方面有着丰富的经验和专业的团队，为超过5000家客户提供过专业的市场研究及相关咨询服务，服务客户覆盖多个行业领域，现已成为中国最具影响力的市场研究内资领导品牌，并荣获“中国市场调查客户满意最佳品牌奖”。尚普咨询在消费者调研的过程中，遵循以下四大步骤与流程：

第一步：确定调研目的和范围

消费者调研的第一步是明确调研的目的和范围，即要回答以下问题：为什么要做调研？要调研什么？要调研谁？要调研多少？要调研多久？这些问题涉及到调研的背景、目标、对象、样本、时间等要素，是制定调研方案的基础。确定调研目的和范围的方法有多种，如文献分析、专家咨询、头脑风暴、假设检验等。

以尚普咨询为一家国际化的服装品牌提供的消费者调研服务为例，该品牌计划在中国市场推出一系列新的产品线，以满足不同消费者群体的需求和偏好。尚普咨询在与客户沟通后，确定了调研的目的和范围，如下：

- 调研目的：了解中国市场的服装消费需求和趋势，评估新产品线的市场潜力和竞争优势，为客户提供市场细分、产品定位、品牌策略、渠道选择、价格策略等方面的建议。

- 调研对象：中国市场的服装消费者，包括现有客户和潜在客户，以及竞争对手的客户。

- 调研样本：根据中国市场的地域、收入、年龄、性别、职业、教育等特征，采用分层随机抽样的方法，抽取约2000名服装消费者作为调研样本，保证样本的代表性和有效性。

- 调研时间：根据客户的要求和市场的变化，确定调研时间为2023年6月至7月，共两个月。

第二步：设计调研方案和工具

消费者调研的第二步是设计调研方案和工具，即要回答以下问题：怎么做调研？要用什么方法？要用什么工具？要问什么问题？要收集什么数据？这些问题涉及到调研的方法、工具、内容、数据等要素，是实施调研的指导。设计调研方案和工具的方法有多种，如逻辑分析、实验设计、问卷设计、指标构建等。

以尚普咨询为一家国际化的服装品牌提供的消费者调研服务为例，尚普咨询在根据调研目的和范围，设计了调研方案和工具，如下：

- 调研方法：采用定量和定性相结合的方法，即通过问卷调查和深度访谈两种方式，收集和分析消费者的信息。

- 调研工具：根据调研内容和数据类型，设计了两种调研工具，即问卷和访谈指南。问卷包括了消费者的基本信息、服装消费行为、服装消费需求、服装消费偏好、服装消费感知、服装消费满意度等方面的问题，采用单选题、多选题、量表题、排序题等形式，共计30个问题。访谈指南包括了消费者对新产品线的认知、态度、意向等方面的问题，采用开放式提问的形式，共计10个问题。

- 调研内容：根据调研目的和范围，确定了调研的主要内容，即：中国市场的服装消费需求和趋势、新产品线的市场潜力和竞争优势、市场细分、产品定位、品牌策略、渠道选择、价格策略等。

- 调研数据：根据调研内容和工具，确定了调研的主要数据，即：消费者的基本信息、服装消费行为、服装消费需求、服装消费偏好、服装消费感知、服装消费者满意度、新产品线的认知、态度、意向等。

第三步：实施调研和收集数据

消费者调研的第三步是实施调研和收集数据，即要回答以下问题：谁来做调研？在哪里做调研？如何做调研？如何收集数据？如何保证数据的质量？这些问题涉及到调研的执行、场地、方式、数据收集、数据质量等要素，是保证调研效果的关键。实施调研和收集数据的方法有多种，如培训、监督、测试、验证、清洗等。

以尚普咨询为一家国际化的服装品牌提供的消费者调研服务为例，尚普咨询在根据调研方案和工具，实施调研和收集数据，如下：

- 调研执行：由尚普咨询的专业调研团队负责执行调研，包括问卷调查员和深度访谈员，他们都经过了严格的培训和考核，具备良好的沟通能力和专业素养。

- 调研场地：根据调研样本的分布，选择了适合的调研场地，包括服装商场、服装店、服装展会、服装工厂、服装设计院等，以便接触到不同类型的服装消费者。

- 调研方式：根据调研工具的特点，选择了合适的调研方式，包括面对面问卷调查、电话问卷调查、网络问卷调查、面对面深度访谈、电话深度访谈、网络深度访谈等，以便提高调研的效率和效果。

- 数据收集：根据调研数据的类型，选择了合理的数据收集方式，包括纸质问卷、电子问卷、录音、录像、笔记等，以便保证数据的完整和准确。

- 数据质量：根据调研数据的要求，采取了多种措施，保证数据的质量，包括预测试、后测试、逻辑检验、一致性检验、有效性检验、可靠性检验、清洗、编码等，以便消除数据的错误和偏差。

第四步：分析数据和撰写报告

消费者调研的第四步是分析数据和撰写报告，即要回答以下问题：如何分析数据？如何撰写报告？如何呈现报告？如何提供建议？这些问题涉及到数据的分析、报告的撰写、报告的呈现、建议的提供等要素，是展示调研成果的重点。分析数据和撰写报告的方法有多种，如统计分析、因子分析、聚类分析、交叉分析、文本分析、图表分析、结构化撰写、逻辑呈现、策略建议等。

以尚普咨询为一家国际化的服装品牌提供的消费者调研服务为例，尚普咨询在根据调研数据，分析数据和撰写报告，如下：

- 数据分析：根据调研内容和数据类型，采用了多种数据分析方法，包括描述性统计分析、推断性统计分析、因子分析、聚类分析、交叉分析、文本分析、图表分析等，以便从数据中提取出有价值的信息和洞察。

- 报告撰写：根据调研目的和范围，采用了结构化的报告撰写方法，包括Abstract、背景、目的、方法、结果、分析、建议、Conclusion、附录等，以便清晰地展示调研的过程和结果。

- 报告呈现：根据客户的需求和喜好，采用了适合的报告呈现方式，包括书面报告、口头报告、幻灯片报告、视频报告等，以便有效地传递调研的信息和意义。

- 建议提供：根据数据分析和报告撰写，提供了针对性的建议，包括市场细分、产品定位、品牌策略、渠道选择、价格策略等，以便为客户的决策提供参考和支持。

通过以上四大步骤与流程，尚普咨询为一家国际化的服装品牌提供了专业的消费者调研服务，帮助客户了解了中国市场的服装消费需求和趋势，评估了新产品线的市场潜力和竞争优势，为客户提供了市场细分、产品定位、品牌策略、渠道选择、价格策略等方面的建议，为客户的市场进入和发展提供了有力的支持。客户对尚普咨询的消费者调研服务表示了高度的满意和赞赏，认为尚普咨询是一家值得信赖和合作的市场研究机构。

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