Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Consumer Research > Yoon Hong Eun >

Champ Consulting: Six Skills and Tools for Corporate Consumer Research

2024-07-18 16:48:22 来源：尚普咨询浏览量：0

一、确定调研目标和问题

消费者调研的第一步是明确需要解决的问题和目标，例如了解目标市场的规模、竞争情况、产品需求、消费者特征、购买动机、使用体验、满意度等。确定调研目标和问题可以帮助企业聚焦核心问题，避免无效的信息收集，也可以为后续的调研方案设计和数据分析提供指导。

在确定调研目标和问题时，需要考虑以下几个方面：

- 调研目标和问题应该具有明确性、可行性和可测量性，避免模糊、过于宽泛或难以量化的表述。

- 调研目标和问题应该与企业的战略目标和市场环境相一致，避免偏离实际需求或忽略重要因素。

- 调研目标和问题应该有明确的优先级和逻辑关系，避免重复或冲突的问题，也要考虑问题之间的因果关系和影响程度。

例如，一家汽车制造商想要了解其目标市场的消费者对于新能源汽车的需求和偏好，那么它可能会设定以下几个调研目标和问题：

- 调研目标：了解目标市场的新能源汽车的市场规模、竞争情况、消费者特征和需求。

- 调研问题：

目标市场的新能源汽车的销量、增长率、市场份额、主要竞争对手和差异化优势是什么？

目标市场的新能源汽车的消费者的年龄、性别、收入、教育、职业、地域等人口统计学特征是什么？

目标市场的新能源汽车的消费者的购买动机、偏好、决策过程、使用场景、满意度和忠诚度是什么？

目标市场的新能源汽车的消费者对于产品的功能、性能、设计、价格、品牌、服务等方面的需求和期望是什么？

2. selection of research methods and tools

消费者调研的第二步是选择合适的调研方法和工具，根据调研目标和问题，选择最有效的数据收集和分析的方式。消费者调研的方法和工具主要分为两大类：定性调研和定量调研。

- 定性调研：定性调研是指通过非结构化或半结构化的方式，收集和分析消费者的言语、行为、情感等非数值化的数据，以揭示消费者的深层需求、动机、态度、感受等。定性调研的常用方法和工具有：

深度访谈：深度访谈是指通过一对一的方式，与消费者进行有条理的、灵活的、开放式的对话，以获取消费者的详细信息和深入见解。深度访谈的优点是可以获得更深层次的信息，可以根据消费者的反馈灵活调整问题，可以建立良好的沟通关系。深度访谈的缺点是需要较多的时间和成本，受访者的数量和代表性有限，访谈的质量受访谈者的技巧和经验影响。

焦点小组：焦点小组是指通过邀请6-12名具有相似特征或经验的消费者，在一个专业的调研主持人的引导下，就某一主题进行集体讨论的方式，以获取消费者的多样化和互动性的信息。焦点小组的优点是可以获得更丰富和多维度的信息，可以观察消费者之间的互动和影响，可以激发消费者的创意和灵感。焦点小组的缺点是需要较多的时间和成本，受访者的数量和代表性有限，讨论的质量受主持人的技巧和经验影响。

观察法：观察法是指通过直接或间接地观察消费者的行为、表情、场景等，以获取消费者的真实和客观的信息。观察法的优点是可以获得更真实和客观的信息，可以避免消费者的主观偏差和误导，可以发现消费者的潜在需求和问题。观察法的缺点是需要较多的时间和成本，受观察者的数量和代表性有限，观察的质量受观察者的技巧和经验影响。

- 定量调研：定量调研是指通过结构化或标准化的方式，收集和分析消费者的数量、频率、比例等数值化的数据，以衡量和验证消费者的规模、分布、差异、关系等。定量调研的常用方法和工具有：

问卷调查：问卷调查是指通过设计一系列的封闭式或开放式的问题，让消费者自行或协助填写的方式，以获取消费者的基本信息和一般意见。问卷调查的优点是可以获得更广泛和系统的信息，可以覆盖更多和更具代表性的消费者，可以方便地量化和统计数据。问卷调查的缺点是需要较多的设计和测试工作，受访者的参与度和诚实度有限，问卷的质量受问题的设计和表述影响。

实验法：实验法是指通过控制或改变某些变量，观察或测量消费者的反应或结果的方式，以获取消费者的因果关系和效果评估。实验法的优点是可以获得更准确和可靠的信息，可以验证或推翻某些假设或理论，可以模拟和预测消费者的行为。实验法的缺点是需要较多的时间和成本，受实验条件和方法的限制，实验的质量受实验设计和执行影响。

数据挖掘：数据挖掘是指通过运用统计学、机器学习、人工智能等技术，从大量的消费者数据中提取有价值的信息和模式的方式，以获取消费者的规律和趋势。数据挖掘的优点是可以获得更全面和深入的信息，可以发现消费者的隐含和潜在的需求和问题，可以优化和创新消费者的体验和价值。数据挖掘的缺点是需要较多的技术和资源，受数据质量和安全的影响，数据的解释和应用需要专业的知识和经验。

在选择调研方法和工具时，需要考虑以下几个方面：

- 调研方法和工具应该与调研目标和问题相匹配，避免选择不适合或无法回答问题的方法和工具。

- 调研方法和工具应该有明确的优缺点和适用范围，避免选择不符合实际条件或无法达到预期效果的方法和工具。

- 调研方法和工具应该有合理的组合和衔接，避免选择重复或冲突的方法和工具，也要考虑方法和工具之间的协调和互补。

例如，一家汽车制造商想要了解其目标市场的消费者对于新能源汽车的需求和偏好，那么它可能会选择以下几种调研方法和工具：

- 定性调研：通过深度访谈和焦点小组，了解消费者对于新能源汽车的购买动机、偏好、决策过程、使用场景、满意度和忠诚度等。

- 定量调研：通过问卷调查和数据挖掘，了解消费者的人口统计学特征、新能源汽车的市场规模、竞争情况、产品需求和期望等。

- 调研组合：通过将定性调研和定量调研的结果进行比较和整合，得到更完整和全面的消费者洞察，为制定市场策略和产品优化提供依据。

三、收集和分析消费者数据

消费者调研的第三步是收集和分析消费者数据，根据调研方法和工具，采用最合适的数据来源和技术，以获取和处理消费者的有效和可信的数据。消费者数据的收集和分析主要分为两大类：一手数据和二手数据。

- 一手数据：一手数据是指通过直接向消费者收集的数据，例如通过深度访谈、焦点小组、问卷调查、实验法等方式获得的数据。一手数据的优点是可以获得更针对性和时效性的数据，可以满足特定的调研目标和问题，可以控制数据的质量和安全。一手数据的缺点是需要较多的时间和成本，受数据来源和数量的限制，数据的收集和分析需要专业的技能和经验。

- 二手数据：二手数据是指通过间接向消费者收集的数据，例如通过数据挖掘、网络爬虫、社交媒体、公开报告等方式获得的数据。二手数据的优点是可以获得更广泛和丰富的数据，可以补充和验证一手数据的结果，可以节省时间和成本。二手数据的缺点是需要较多的技术和资源，受数据质量和安全的影响，数据的解释和应用需要专业的知识和经验。

在收集和分析消费者数据时，需要考虑以下几个方面：

- 数据来源和技术应该与调研方法和工具相匹配，避免使用不适合或无法获取数据的来源和技术。

- 数据来源和技术应该有明确的优缺点和适用范围，避免使用不符合实际条件或无法达到预期效果的来源和技术。

- 数据来源和技术应该有合理的组合和衔接，避免使用重复或冲突的来源和技术，也要考虑来源和技术之间的协调和互补。

例如，一家汽车制造商想要了解其目标市场的消费者对于新能源汽车的需求和偏好，那么它可能会选择以下几种数据来源和技术：

- 一手数据：通过在线或线下的深度访谈和焦点小组，收集消费者的言语和行为数据，通过录音、录像、笔记等方式记录和整理数据，通过内容分析、话语分析、情感分析等方式分析和解释数据。

- 二手数据：通过网络爬虫或第三方数据平台，收集消费者的网络评论、社交媒体、购买记录等数据，通过数据清洗、转换、存储等方式处理和管理数据，通过聚类分析、关联分析、分类分析等方式分析和解释数据。

- 数据组合：通过将一手数据和二手数据的结果进行比较和整合，得到更完整和全面的消费者洞察，为制定市场策略和产品优化提供依据。

四、提炼和呈现消费者洞察

消费者调研的第四步是提炼和呈现消费者洞察，根据消费者数据的分析和解释，提取和总结消费者的需求、问题、机会、建议等，以形成和传达消费者的核心价值和意义。消费者洞察的提炼和呈现主要分为两大类：文字报告和图形报告。

- 文字报告：文字报告是指通过文字的方式，描述和解释消费者的数据和洞察，以形成和传达消费者的逻辑和理论。文字报告的优点是可以获得更详细和深入的信息，可以阐述和论证消费者的原因和结果，可以提供和支持消费者的建议和方案。文字报告的缺点是需要较多的时间和成本，受文字表达和理解的限制，报告的质量受文字的组织和表述影响。

- 图形报告：图形报告是指通过图形的方式，展示和说明消费者的数据和洞察，以形成和传达消费者的视觉和感受。图形报告的优点是可以获得更直观和简洁的信息，可以突出和比较消费者的规模和差异，可以吸引和影响消费者的注意和行动。图形报告的缺点是需要较多的设计和美化工作，受图形表达和理解的限制，报告的质量受图形的选择和呈现影响。

在提炼和呈现消费者洞察时，需要考虑以下几个方面：

- 消费者洞察应该与消费者数据相一致，避免提炼和呈现不符合或无法支持数据的洞察。

- 消费者洞察应该有明确的价值和意义，避免提炼和呈现无关或无用的洞察。

- 消费者洞察应该有明确的目标和受众，避免提炼和呈现不适合或无法达到目标和受众的洞察。

例如，一家汽车制造商想要了解其目标市场的消费者对于新能源汽车的需求和偏好，那么它可能会提炼和呈现以下几种消费者洞察：

- 文字报告：通过文字的方式，描述和解释消费者的数据和洞察，例如：

目标市场的新能源汽车的市场规模和增长率较高，但市场份额和竞争力较低，主要竞争对手是特斯拉和比亚迪，差异化优势是产品的功能和性能。

目标市场的新能源汽车的消费者主要是年轻、高收入、高教育、城市居民，购买动机是环保、节能、时尚、个性，偏好是高端、智能、安全、舒适，决策过程是通过网络、社交媒体、口碑、试驾等，使用场景是上下班、旅游、娱乐等，满意度和忠诚度较高，但对于产品的价格、续航、充电等方面有一定的不满。

目标市场的新能源汽车的消费者对于产品的功能、性能、设计、价格、品牌、服务等方面的需求和期望是：功能方面，希望有更多的智能化和人性化的功能，例如自动驾驶、语音控制、车内娱乐等；性能方面，希望有更高的速度、更低的能耗、更长的续航、更快的充电等；设计方面，希望有更多的个性化和定制化的选择，例如颜色、样式、内饰等；价格方面，希望有更合理和优惠的价格，例如补贴、分期、租赁等；品牌方面，希望有更有影响力和信誉的品牌，例如国际化、专业化、创新化等；服务方面，希望有更便捷和贴心的服务，例如售后、保养、充电等。

- 图形报告：通过图形的方式，展示和说明消费者的数据和洞察，例如：

使用柱状图，展示目标市场的新能源汽车的销量、增长率、市场份额等数据，突出自己的产品在市场上的表现和潜力。

使用饼图，展示目标市场的新能源汽车的消费者的人口统计学特征的分布，突出自己的产品在目标消费者群体中的占比和优势。

使用雷达图，展示目标市场的新能源汽车的消费者的购买动机、偏好、满意度等数据，突出自己的产品在满足消费者需求方面的优势和不足。

使用散点图，展示目标市场的新能源汽车的消费者对于产品的功能、性能、设计、价格、品牌、服务等方面的需求和期望的数据，突出自己的产品在各个方面的差异和竞争力。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise