1. identification of research objectives and questions

The first step in consumer research is to identify the problems and objectives that need to be addressed, such as understanding the size of the target market, competition, product demand, consumer characteristics, purchase motivation, use experience, satisfaction, etc. Identifying research objectives and questions can help companies focus on core issues, avoid ineffective information collection, and provide guidance for subsequent research program design and data analysis.

In determining research objectives and questions, the following aspects need to be considered:

-Research objectives and questions should be clear, feasible and measurable, avoiding vague, overly broad or difficult to quantify.

-Research objectives and questions should be consistent with the strategic objectives and market environment of the enterprise, and avoid deviating from actual needs or ignoring important factors.

-Research objectives and issues should have clear priorities and logical relationships, avoid duplication or conflict issues, and also consider the causal relationship and degree of impact between issues.

For example, if a car manufacturer wants to understand the needs and preferences of consumers in its target market for new energy vehicles, it may set the following research objectives and questions:

-Research objectives: to understand the market size, competition, consumer characteristics and demand of new energy vehicles in the target market.

-Research questions:

What are the sales volume, growth rate, market share, main competitors and differentiation advantages of new energy vehicles in the target market?

What are the demographic characteristics of consumers of new energy vehicles in the target market, such as age, gender, income, education, occupation, and region?

What are the purchase motivation, preference, decision-making process, usage scenario, satisfaction and loyalty of consumers of new energy vehicles in the target market?

What are the needs and expectations of consumers of new energy vehicles in the target market for product functions, performance, design, price, brand, and services?

2. selection of research methods and tools

The second step of consumer research is to choose the appropriate research methods and tools, and choose the most effective way of data collection and analysis according to the research objectives and questions. Consumer research methods and tools fall into two main categories: qualitative research and quantitative research.

-Qualitative research: Qualitative research refers to the collection and analysis of non-numerical data such as consumers' words, behaviors, and emotions through unstructured or semi-structured methods to reveal consumers' deep needs, motivations, attitudes, and feelings. Wait. Common methods and tools for qualitative research are:

In-depth interviews: In-depth interviews refer to a structured, flexible, and open-ended dialogue with consumers through a one-to-one approach to obtain detailed information and in-depth insights from consumers. The advantages of in-depth interviews are that they can obtain deeper information, flexibly adjust problems according to consumer feedback, and establish a good communication relationship. The disadvantages of in-depth interviews are that they require more time and cost, the number and representation of the interviewees are limited, and the quality of the interviews is affected by the skills and experience of the interviewees.

Focus group: Focus group refers to the way of inviting 6-12 consumers with similar characteristics or experience to discuss a certain topic collectively under the guidance of a professional research moderator, so as to obtain diversified and interactive information of consumers. The advantage of focus groups is that they can obtain richer and multi-dimensional information, observe the interaction and influence between consumers, and stimulate consumers' creativity and inspiration. The disadvantages of focus groups are that they require more time and cost, the number and representation of respondents are limited, and the quality of discussion is affected by the skills and experience of the moderator.

Observation method: Observation method refers to the direct or indirect observation of consumer behavior, expression, scene, etc., in order to obtain the consumer's real and objective information. The advantage of observation is that more real and objective information can be obtained, subjective deviation and misleading of consumers can be avoided, and potential needs and problems of consumers can be found. The disadvantage of the observation method is that it requires more time and cost, is limited by the number and representation of observers, and the quality of observation is affected by the skill and experience of the observers.

-Quantitative research: Quantitative research refers to the collection and analysis of numerical data such as the number, frequency and proportion of consumers in a structured or standardized way to measure and verify the size, distribution, differences and relationships of consumers. Common methods and tools for quantitative research are:

Questionnaire survey: Questionnaire survey refers to the way to obtain basic information and general opinions of consumers by designing a series of closed or open questions for consumers to fill in by themselves or with assistance. The advantage of questionnaire survey is that it can obtain more extensive and systematic information, can cover more and more representative consumers, and can be easily quantified and statistical data. The disadvantages of the questionnaire are that it requires more design and testing work, the participation and honesty of the interviewees are limited, and the quality of the questionnaire is affected by the design and presentation of the questions.

Experimental method: Experimental method refers to the way of observing or measuring consumer reactions or results by controlling or changing certain variables in order to obtain consumer causality and effect evaluation. The advantage of the experimental method is that more accurate and reliable information can be obtained, certain assumptions or theories can be verified or overturned, and consumer behavior can be simulated and predicted. The disadvantage of the experimental method is that it requires more time and cost, is limited by the experimental conditions and methods, and the quality of the experiment is affected by the experimental design and execution.

Data mining: Data mining refers to the use of statistics, machine learning, artificial intelligence and other technologies to extract valuable information and patterns from a large amount of consumer data in order to obtain consumer patterns and trends. The advantage of data mining is that it can obtain more comprehensive and in-depth information, can discover the implicit and potential needs and problems of consumers, and can optimize and innovate the experience and value of consumers. The disadvantage of data mining is that it requires more technology and resources, is affected by data quality and security, and requires professional knowledge and experience in the interpretation and application of data.

When selecting research methods and tools, the following aspects need to be considered:

-Research methods and tools should match the research objectives and questions, and avoid choosing methods and tools that are inappropriate or unable to answer questions.

-Research methods and tools should have clear advantages and disadvantages and scope of application, and avoid choosing methods and tools that do not meet actual conditions or cannot achieve the expected results.

-Research methods and tools should have a reasonable combination and connection, avoid choosing repetitive or conflicting methods and tools, and also consider the coordination and complementarity between methods and tools.

For example, if a car manufacturer wants to understand the needs and preferences of consumers in its target market for new energy vehicles, it may choose the following research methods and tools:

Qualitative research: through in-depth interviews and focus groups, we can understand consumers' purchase motivation, preference, decision-making process, usage scenarios, satisfaction and loyalty of new energy vehicles.

-Quantitative research: through questionnaire survey and data mining, to understand the demographic characteristics of consumers, the market size of new energy vehicles, competition, product demand and expectations.

-Research portfolio: by comparing and integrating the results of qualitative research and quantitative research, we can get more complete and comprehensive consumer insights, and provide a basis for formulating market strategies and product optimization.

3. collection and analysis of consumer data

The third step of consumer research is to collect and analyze consumer data. According to the research methods and tools, the most appropriate data sources and technologies are used to obtain and process valid and credible data of consumers. The collection and analysis of consumer data falls into two main categories: primary data and secondary data.

-First-hand data: First-hand data refers to data collected directly from consumers, such as data obtained through in-depth interviews, focus groups, questionnaires, experimental methods, etc. The advantage of first-hand data is that it can obtain more targeted and timely data, can meet specific research objectives and problems, and can control the quality and safety of data. The disadvantage of first-hand data is that it requires more time and cost, limited by the source and quantity of data, and the collection and analysis of data requires professional skills and experience.

-Second-hand data: Second-hand data refers to data collected indirectly from consumers, such as data obtained through data mining, web crawlers, social media, public reports, etc. The advantage of second-hand data is that more extensive and rich data can be obtained, the results of first-hand data can be supplemented and verified, and time and cost can be saved. The disadvantage of secondary data is that it requires more technology and resources, and is affected by data quality and security. The interpretation and application of data requires professional knowledge and experience.

When collecting and analyzing consumer data, the following aspects need to be considered:

-Data sources and techniques should be compatible with research methods and tools and avoid using sources and techniques that are not suitable or accessible.

-Data sources and technologies should have clear advantages, disadvantages and scope of application, and avoid using sources and technologies that do not meet actual conditions or cannot achieve expected results.

-There should be a reasonable combination and connection between data sources and technologies, avoiding the use of repeated or conflicting sources and technologies, and also considering the coordination and complementarity between sources and technologies.

For example, if a car manufacturer wants to understand the needs and preferences of consumers in its target market for new energy vehicles, it may choose the following data sources and technologies:

-First-hand data: collect verbal and behavioral data of consumers through online or offline in-depth interviews and focus groups, record and organize data through audio, video, notes, etc., and analyze and interpret data through content analysis, discourse analysis, and sentiment analysis.

-Second-hand data: Collect consumers' online comments, social media, purchase records and other data through web crawlers or third-party data platforms, process and manage data through data cleaning, conversion, storage, etc., and analyze and interpret data through cluster analysis, association analysis, classification analysis, etc.

-Data combination: by comparing and integrating the results of first-hand data and second-hand data, we can get more complete and comprehensive consumer insights, and provide a basis for formulating market strategies and product optimization.

4. refining and presenting consumer insights

The fourth step of consumer research is to refine and present consumer insights. Based on the analysis and interpretation of consumer data, extract and summarize consumer needs, problems, opportunities, suggestions, etc., to form and convey consumer core values and meanings. The refinement and presentation of consumer insights fall into two main categories: text reports and graphical reports.

-Text report: Text report refers to describing and interpreting consumer data and insights through text to form and convey consumer logic and theory. The advantage of a written report is that it provides more detailed and in-depth information, elaborates and justifies consumer causes and results, and provides and supports consumer recommendations and programs. The disadvantage of written reports is that they require more time and cost, are limited by the expression and understanding of the text, and the quality of the report is affected by the organization and presentation of the text.

-Graphical report: Graphical report refers to the display and description of consumer data and insights through graphical methods to form and convey consumer vision and feelings. The advantage of graphical reports is that they can obtain more intuitive and concise information, can highlight and compare the scale and differences of consumers, and can attract and influence consumers' attention and actions. The disadvantage of graphic report is that it requires more design and beautification work, is limited by graphic expression and understanding, and the quality of the report is affected by the selection and presentation of graphics.

When refining and presenting consumer insights, the following aspects need to be considered:

-Consumer insights should be aligned with consumer data, avoiding refining and presenting insights that don't fit or support the data.

-Consumer insights should have clear value and meaning, avoiding refining and presenting irrelevant or useless insights.

-Consumer insights should have a clear target and audience, and avoid refining and presenting insights that are not suitable or cannot reach the target and audience.

For example, if a car manufacturer wants to understand the needs and preferences of consumers in its target market for new energy vehicles, it may extract and present the following consumer insights:

-Text reports: Describe and explain consumer data and insights through text, such:

The market size and growth rate of new energy vehicles in the target market are relatively high, but the market share and competitiveness are relatively low. The main competitors are Tesla and BYD, and the differentiation advantage is the function and performance of the products.

The consumers of new energy vehicles in the target market are mainly young, high-income, high-education, and urban residents. The purchase motivation is environmental protection, energy saving, fashion, and personality. The preference is high-end, smart, safe, and comfortable. The decision-making process is through the Internet, Social media, word-of-mouth, test driving, etc., and the use scenarios are commuting, travel, entertainment, etc., with high satisfaction and loyalty, but for the product price, battery life, charging and other aspects have certain dissatisfaction.

The needs and expectations of consumers of new energy vehicles in the target market for product functions, performance, design, price, brand, service, etc. are: in terms of functions, they hope to have more intelligent and humanized functions, such as automatic driving, voice control, in-car entertainment, etc.; in terms of performance, they hope to have higher speed, lower energy consumption, longer battery life, faster charging, etc.; in terms of design, we hope to have more personalized and customized choices, such as color, style, interior decoration, etc.; in terms of price, we hope to have more reasonable and preferential prices, such as subsidies, installments, leasing, etc.; in terms of brand, we hope to have more influential and reputable brands, such as internationalization, specialization, innovation, etc.; in terms of service, we hope to have more convenient and intimate services, such as after-sales, maintenance, charging, etc.

-Graphical reports: graphically present and illustrate consumer data and insights, such:

Use the histogram to show the sales volume, growth rate, market share and other data of new energy vehicles in the target market to highlight the performance and potential of their products in the market.

Use pie charts to show the distribution of demographic characteristics of consumers of new energy vehicles in the target market, highlighting the proportion and advantages of their products in the target consumer group.

Use the radar chart to show the purchase motivation, preference, satisfaction and other data of consumers of new energy vehicles in the target market, and highlight the advantages and disadvantages of their products in meeting the needs of consumers.

Use scatter plots to show the demand and expectation data of consumers of new energy vehicles in the target market for product functions, performance, design, price, brand, service, etc., and highlight the differences and competitiveness of their products in various aspects.