Consumer Research Service of 1. Shangpu Consulting

Shangpu Consulting is a professional market research and consulting company, founded in 2021, headquartered in Beijing, with a global business network and customer resources. The core business of Shangpu Consulting is to provide consumer research services for enterprises in various industries to help enterprises understand the current situation, trends, needs, opportunities, problems and competition of the market, so as to provide data support and insight guidance for enterprises' market strategy, product innovation, marketing strategy, customer experience, etc.

Champ Consulting's consumer research services include the following:

Market demand and potential analysis: Through the research of the target market and target consumers, evaluate and predict the market size, share, growth, structure, distribution, etc., to provide a basis for enterprises to formulate reasonable market goals and expectations.

Consumer behavior and psychological analysis: through the investigation of consumers' purchase motivation, decision-making process, purchase behavior and use behavior, we can understand consumers' needs, expectations, preferences, satisfaction, loyalty, etc., and provide a basis for enterprises to design products and services that are more in line with consumers' needs and expectations.

Brand image and word-of-mouth analysis: through the investigation of consumers' attitude, perception, cognition and emotion towards brands, products and services, we can understand consumers' evaluation, trust and recommend of brands, products and services, so as to provide a basis for enterprises to establish and maintain a good brand image and word-of-mouth.

Market opportunity and problem analysis: Through the investigation of market changes, trends, opportunities, problems, etc., to discover and explore new market demands, new segments, new problems, etc., to provide inspiration and direction for product innovation and market expansion for enterprises.

Marketing effectiveness and feedback analysis: Evaluate and optimize the company's marketing mix and resource allocation by investigating consumers' responses and influences on the market environment, competitors, marketing activities, etc., to provide a basis for improving marketing effectiveness and efficiency.

Champ Consulting's consumer research services are characterized:

Professional: Shangpu Consulting has a professional consumer research team, including senior market researchers, data analysts, industry experts, consultants, etc., with rich market research and consulting experience, can provide customers with professional consumer research programs and reports.

Customization: According to the characteristics and needs of customers in different industries and fields, Shangpu Consulting provides customized consumer research services. From the perspective of customers, it provides customers with the most suitable consumer research methods and technologies, as well as the most valuable Consumer research results and suggestions.

Comprehensive: Shangpu Consulting uses a variety of consumer research methods and technologies to comprehensively understand and analyze consumer behavior and psychology from different angles and levels, and provide customers with comprehensive consumer research data and insights.

In-depth: Shangpu Consulting not only pays attention to the superficial phenomena and problems of consumers, but also digs into the reasons and motives behind consumers, and provides customers with in-depth consumer research analysis and explanation.

Practical: Shangpu Consulting not only provides the theory and data of consumer research, but also provides the application and practice of consumer research, and provides customers with practical consumer research suggestions and solutions.

Four Ways to 2. Consumer Research

There are many methods of consumer research, but according to the nature, purpose, object, process and results of its research, it can be summarized into four categories: qualitative research, quantitative research, observation technology and experimental technology. The following describes the characteristics, advantages and disadvantages, applicable scenarios, and operating steps of these four methods.

1. Qualitative research

Qualitative research refers to the collection and analysis of non-numerical data through unstructured or semi-structured methods to understand market phenomena, problems, causes, opinions, etc., so as to arrive at some conceptual, descriptive or explanatory.Conclusionresearch methods.

Qualitative research is characterized:

Data source: The data source of qualitative research is mainly non-numerical information such as text, voice, image, etc., such as consumer comments, interviews, discussions, observations, cases, etc.

Data volume: The amount of data for qualitative research is generally small, and the sample size is generally between tens and hundreds, focusing on quality rather than quantity, and focusing on depth rather than breadth.

Data analysis: The data analysis of qualitative research mainly relies on the subjective judgment and understanding of researchers, using induction, classification, coding, interpretation and other methods to extract the main themes, patterns, relationships, etc. from the data, forming some concepts, assumptions, theories, etc.

Data presentation: The data presentation of qualitative research mainly uses text, charts, frameworks, etc. to describe and explain the process, results and results of the research.ConclusionThe richness, diversity and complexity of the data are emphasized.

The advantages of qualitative research are:

Qualitative research can deeply understand the behavior and psychology of consumers, discover and explore market phenomena, problems, causes, opinions, etc., and provide enterprises with more rich and multi-dimensional market insights.

Qualitative research can flexibly adapt to different research purposes, objects, environments, etc., and can adjust and improve the design and process of research at any time to respond to market changes and needs.

Qualitative research can create and verify some new concepts, assumptions, theories, etc., and provide enterprises with more creative and innovative market strategies and product solutions.

The disadvantages of qualitative research are:

The data source and analysis of qualitative research depend on the subjective judgment and understanding of researchers, and there may be some deviations and errors, which affect the objectivity and accuracy of the research.

The data volume and sample size of qualitative research are small, which can not represent the whole market and consumer situation, and affect the universality and generalizability of the research.

Data presentation of qualitative research andConclusionMore abstract and descriptive, can not be quantified and measured by numerical and statistical, affecting the comparability and operability of the study.

The applicable scenarios for qualitative research are:

Qualitative research can be used when the phenomena and problems of the market are complex and vague, and it is necessary to deeply understand and explore the reasons and motivations behind the market.

Qualitative research can be used when the needs and opportunities of the market are new and unknown, and some new concepts and assumptions need to be created and verified.

Qualitative research can be used when the market environment and conditions are more uncertain and changeable, and the design and process of research need to be adjusted and improved in a flexible and timely manner.

The operational steps of qualitative research are:

Determine the purpose and problems of the research: clarify the phenomena, problems, causes, opinions, etc. of the market to be understood and explored, as well as the concepts, assumptions, theories, etc. to be derived.

Select research methods and techniques: According to the purpose and problem of the research, select the appropriate qualitative research methods and techniques, such as interviews, seminars, observations, cases, etc.

Design research programs and tools: According to the research methods and techniques, design research programs and tools, such as interview guidelines, discussion topics, observation records, case selection, etc.

Collect research data: according to the research program and tools, collect research data, such as consumer comments, interviews, seminars, observations, cases, etc.

Analyze the data of the research: according to the purpose and problem of the research, analyze the data of the research, such as induction, classification, coding, interpretation, etc., extract the main themes, patterns, relationships, etc. from the data, and form some concepts, assumptions, theories, etc.

present the results of the study andConclusion: Based on the data and analysis of the study, presenting the results of the study andConclusion, such as text, diagrams, frameworks, etc., to describe and explain the process, results andConclusion。

A typical case of qualitative research is:

Shangpu Consulting provides consumer research services for an automobile manufacturer to help it understand and explore consumers' attitudes and opinions on its new electric vehicle, and provide suggestions on product innovation and marketing strategies.

Shangpu Consulting adopted the methods of interview and discussion to conduct in-depth exchanges and discussions with potential consumers and existing consumers in the target market, and collected their needs, expectations, preferences, perceptions, and evaluations of electric vehicles. Information.

Shangpu Consulting analyzed the collected data and found the main views and problems of consumers on electric vehicles, such as the cognition and evaluation of the environmental protection, safety, performance, price, battery life, charging and other aspects of electric vehicles, as well as the motivation and obstacles to the purchase and use of electric vehicles.

According to the results of the analysis, Shangpu consulting provides a detailed consumer research report and suggestions for automobile manufacturers, including how to improve consumers' awareness and trust of electric vehicles, how to meet consumers' different needs and expectations of electric vehicles, how to solve consumers' main problems and concerns about electric vehicles, and how to design more attractive and competitive products and services, How to formulate more effective and effective marketing strategies, etc.

2. Quantitative research

Quantitative research refers to the collection and analysis of numerical data in a structured or standardized way to understand the size, share, growth, structure, distribution, etc. of the market, so as to arrive at some quantitative, statistical or inferences.Conclusionresearch methods.

Quantitative research is characterized:

Data source: The data source of quantitative research is mainly numerical information such as numbers, percentages, grades, etc., such as consumer questionnaires, tests, scores, etc.

Data volume: The amount of data for quantitative research is generally large, and the sample size is generally between hundreds and thousands, focusing on quantity rather than quality, and focusing on breadth rather than depth.

Data analysis: Quantitative research data analysis mainly relies on mathematical and statistical methods and tools, using description, comparison, correlation, regression and other methods, from the data to calculate the main indicators, parameters, coefficients, etc., to form some laws, models, predictions and so on.

Data presentation: The data presentation of quantitative research mainly uses numbers, graphs, tables, etc. to show and explain the process, results and results of the research.Conclusion, emphasizing the simplicity, clarity and objectivity of the data.

The advantages of quantitative research are:

Quantitative research can accurately understand and measure the size, share, growth, structure, distribution, etc. of the market, providing enterprises with more objective and credible market data and information.

Quantitative research can broadly cover and represent the entire market and consumer situation, providing a more general and scalable market for businesses.Conclusionand recommendations.

Quantitative research can use numerical and statistical values to quantify and measure the current state and changes in the market, providing companies with more comparable and actionable market indicators and targets.

The disadvantages of quantitative research are:

The data sources and analysis of quantitative research rely on mathematical and statistical methods and tools, which may ignore or simplify the complexity and diversity of the market and affect the comprehensiveness and depth of the research.

The large amount of data and sample size of quantitative research requires more time and resources, which affects the efficiency and flexibility of the research.

data presentation for quantitative research andConclusionMore digital and graphical, can not fully express and explain the market phenomena and problems, affecting the understandability and applicability of the research.

The applicable scenarios for quantitative research are:

Quantitative research can be used when the size and share of the market are clear and stable, and it is necessary to accurately understand and measure the data and information of the market.

Quantitative research can be used when the structure and distribution of the market are relatively simple and uniform, and it is necessary to cover and represent the market situation widely.

Quantitative research can be used when the growth and change of the market is more regular and predictable, and it is necessary to quantify and measure the indicators and objectives of the market with numerical and statistical values.

The operational steps of quantitative research are:

Determine the purpose and question of the study: identify the size, share, growth, structure, distribution, etc. of the market to be understood and measured, as well as the laws, models, forecasts, etc. to be derived.

Select research methods and techniques: According to the purpose and questions of the research, select appropriate quantitative research methods and techniques, such as questionnaires, tests, scoring, etc.

Design research programs and tools: according to research methods and techniques, design research programs and tools, such as questionnaire content, format, distribution, recovery, testing standards, procedures, evaluation, scoring indicators, methods, calculations, etc.

Collect research data: according to the research plan and tools, collect research data, such as consumer questionnaires, tests, scores, etc.

Analysis of research data: according to the purpose and problems of the research, analysis of research data, such as description, comparison, correlation, regression, etc., from the data to calculate the main indicators, parameters, coefficients, etc., to form some laws, models, predictions and so on.

present the results of the study andConclusion: Based on the data and analysis of the study, presenting the results of the study andConclusion, such as numbers, graphs, tables, etc., to show and illustrate the process, results andConclusion。

A typical case of quantitative research is:

Shangpu consulting provides consumer research services for a fast consumer product company to help it understand and measure consumers' demand, preference and satisfaction for its new shampoo, and provide suggestions on product optimization and marketing strategy.

Champ Consulting used questionnaires and testing methods to conduct quantitative surveys and evaluations of potential consumers and existing consumers in the target market, and collected data on their demand, preference, and satisfaction with shampoo.

Shangpu Consulting analyzed the collected data and calculated the main indicators of consumers' shampoo, such as market demand, market share, market growth rate, market structure, market distribution, consumer satisfaction, and consumer loyalty. Wait.

According to the results of the analysis, Shangpu Consulting has provided a detailed consumer research report and suggestions for FMCT companies, including how to improve the market demand, market share and market growth rate of shampoo, how to optimize the market structure and market distribution of shampoo, how to improve the satisfaction and loyalty of consumers, and how to design products and services that are more in line with the needs and preferences of consumers, how to develop more effective and effective marketing strategies, etc.

3. Observation Technology

Observation technology refers to the process and results of consumer purchase and use by directly or indirectly observing and recording consumer behavior and reactions, so as to obtain some behavioral, reactive or evaluative.Conclusionresearch methods.

The features of the observation technique are:

Data source: The data source of observation technology is mainly consumer behavior and reaction, such as consumer purchase behavior, use behavior, experience behavior, feedback behavior, etc.

Data volume: The amount of data in an observation technique generally depends on the purpose and scope of the observation, which can be a small amount of in-depth observation or a large amount of extensive observation, focusing on the truth rather than the quantity, and focusing on the process rather than the result.

Data analysis: The data analysis of observation technology mainly relies on the observation and recording of the observer, using the methods of description, comparison and interpretation to summarize the main behaviors and reactions from the data, and form some laws, causes and evaluations.

Data presentation: The data presentation of observation technology mainly uses text, images, video, etc., to show and explain the process, results andConclusionEmphasize the authenticity, vividness and intuitiveness of the data.

The advantages of the observation technique are:

Observation technology can directly understand and record the behavior and reaction of consumers, avoid the subjective deviation and misleading of consumers, and provide more real and credible consumer data and information for enterprises.

Observation technology can comprehensively cover and reflect the behavior and reaction of consumers, and is not limited by consumers' awareness and expression, providing enterprises with more comprehensive and multi-dimensional consumer insights.

Observation technology can observe and record the behavior and reaction of consumers in real time, capture the real-time and dynamic changes of consumers, and provide more timely and sensitive consumer feedback and suggestions for enterprises.

The disadvantages of the observation technique are:

The data source and analysis of observation technology depend on the observation and record of the observer, and there may be some subjectivity and arbitrariness, which affects the objectivity and accuracy of the observation.

The data volume and sample size of observation technology are limited by the time and resources of observation, which can not fully represent the situation of the whole market and consumers, and affect the universality and generalizability of observation.

observation techniques for data presentation andConclusionMore text and image, can not fully quantify and statistics of consumer behavior and reaction, affect the observation of comparability and operability.

The applicable scenarios of observation technology are:

Observation techniques can be used when consumer behavior and reactions are more direct and natural, and the process and results of consumer purchases and uses need to be directly understood and recorded.

Observation techniques can be used when consumer behavior and reactions are more comprehensive and diverse, and consumer behavior and reactions need to be fully covered and reflected.

Observation techniques can be used when consumer behavior and reactions are more real-time and dynamic, and consumer behavior and reactions need to be observed and recorded in real time.

The operation steps of the observation technique are:

Determine the purpose and problem of observation: clarify the behavior and reaction of consumers to be understood and recorded, as well as the laws, reasons, evaluations, etc. to be drawn.

Select observation methods and techniques: According to the purpose and problem of observation, select the appropriate observation methods and techniques, such as direct observation, indirect observation, concealed observation, obvious observation, manual observation, mechanical observation, etc.

Design of observation schemes and tools: according to the methods and techniques of observation, design of observation schemes and tools, such as observation time, place, object, scope, frequency, mode, record, evaluation, etc.

Observe and record: according to the observation scheme and tools, observe and record, such as consumer purchase behavior, use behavior, experience behavior, feedback behavior, etc.

Analyze the observed data: according to the purpose and problem of the observation, analyze the observed data, such as description, comparison, explanation, etc., summarize the main behaviors and reactions from the data, and form some laws, reasons, evaluations, etc.

presents the results of observations andConclusion: Based on the observed data and analysis, presenting the results of the observations andConclusion, such as text, images, videos, etc., to show and illustrate the process, results andConclusion。

A typical case of observation technology is:

Shangpu Consulting provides consumer research services for a restaurant chain to help it understand and record consumer reactions and evaluations of its new dessert, and provide it with product optimization and marketing strategy suggestions.

Champ Consulting used direct observation and indirect observation methods to observe and record potential consumers and existing consumers in the target market on-site and online, and collected data on their purchase behavior, use behavior, experience behavior, feedback behavior, etc.

Shangpu Consulting analyzed the collected data and summarized the main reactions and evaluations of consumers to desserts, such as the taste, appearance, price, health, creativity and other aspects of desserts, satisfaction, loyalty, etc.

According to the results of the analysis, Shangpu Consulting provided a detailed consumer research report and suggestions for the restaurant chain, including how to improve the taste, appearance, price, health, creativity and other advantages and competitiveness of desserts, how to improve consumers' preferences, satisfaction, loyalty, etc., how to design products and services that are more in line with consumer feedback and evaluation, and how to formulate more effective and effective marketing strategies.

4. Experimental techniques

Experimental technology refers to the influence factors of consumer behavior and reaction by controlling and changing the influence factors of consumer behavior and reaction, so as to understand the changes and differences of consumer behavior and reaction, so as to obtain some causality, effect or evaluation.Conclusionresearch methods.

The experimental technique is characterized:

Data sources: The data sources of experimental techniques are mainly changes and differences in consumer behavior and reactions, such as consumer purchases, usage, satisfaction, loyalty, etc.

Data volume: The amount of data of experimental techniques generally depends on the purpose and scope of the experiment. It can be a small number of controlled experiments or a large number of natural experiments, focusing on the effect rather than the quantity, and focusing on the results rather than the process.

Data analysis: The data analysis of experimental techniques mainly relies on mathematical and statistical methods and tools, using comparison, correlation, regression and other methods to calculate the main indicators, parameters, coefficients, etc. from the data, forming some cause and effect, effect, evaluation and so on.

Data presentation: The data presentation of experimental techniques mainly uses numbers, graphs, tables, etc. to show and explain the process, results and results of the experiment.Conclusion, emphasizing the simplicity, clarity and objectivity of the data.

The advantages of the experimental technique are:

Experimental technology can directly understand and measure the changes and differences of consumer behavior and reaction, determine and verify the influence factors and degree of consumer behavior and reaction, and provide more direct and credible consumer data and information for enterprises.

Experimental technology can accurately control and change the influencing factors of consumer behavior and reaction, eliminate and control other interference factors, and provide more accurate and reliable consumers for enterprisesConclusionand recommendations.

Experimental techniques can use numerical and statistical values to quantify and measure changes and differences in consumer behavior and reactions, providing businesses with more comparable and actionable consumer metrics and targets.

The disadvantages of the experimental technique are:

The data source and analysis of experimental techniques rely on mathematical and statistical methods and tools, which may ignore or simplify the complexity and diversity of consumer behavior and reaction, and affect the comprehensiveness and depth of the experiment.

The amount of data and sample size of experimental techniques are limited by the time and resources of the experiment, which can not fully represent the situation of the whole market and consumers, and affect the universality and generalizability of the experiment.

experimental techniques for data presentation andConclusionMore digital and graphical, can not fully express and explain the consumer's behavior and reaction of the phenomenon and the problem, affect the experimental understandability and applicability.

The applicable scenarios of the experimental technique are:

Experimental techniques can be used when consumer behavior and reactions are more direct and measurable, and changes and differences in consumer behavior and reactions need to be directly understood and measured.

When the influencing factors of consumer behavior and reaction are more clear and controllable, and it is necessary to accurately control and change the influencing factors of consumer behavior and reaction, experimental techniques can be used.

Experimental techniques can be used when changes and differences in consumer behavior and reactions are more regular and predictable, and numerical and statistical values are needed to quantify and measure changes and differences in consumer behavior and reactions.

The operation steps of the experimental technique are:

Determine the purpose and problem of the experiment: clearly understand and measure the changes and differences in consumer behavior and reactions, as well as the cause and effect, effect, evaluation, etc.

Selection of experimental methods and techniques: According to the purpose and problems of the experiment, select the appropriate experimental methods and techniques, such as control experiments, natural experiments, laboratory experiments, field experiments, etc.

Design experimental schemes and tools: according to the experimental methods and techniques, design experimental schemes and tools, such as experimental variables, assumptions, grouping, control, measurement, evaluation, etc.

Experiment and record: according to the experimental scheme and tools, experiment and record, such as consumer purchase, usage, satisfaction, loyalty, etc.

Analysis of experimental data: According to the purpose and problems of the experiment, analyze the experimental data, such as comparison, correlation, regression, etc., calculate the main indicators, parameters, coefficients, etc. from the data, and form some cause and effect, effect, evaluation, etc.

presents the results of the experiment andConclusion: Based on the experimental data and analysis, present the results of the experiment andConclusion, such as numbers, graphs, tables, etc., to show and explain the process, results andConclusion。

A typical example of an experimental technique is:

Shangpu Consulting provides consumer research services for an e-commerce platform to help it understand and measure consumers' reactions and effects to its newly launched coupons, and provide it with product optimization and marketing strategy suggestions.

Champ Consulting used control experiments and natural experiments to test and evaluate the distribution and use of different coupons to potential consumers and existing consumers in the target market, and collected their use of coupons. Data on purchases, satisfaction, loyalty, etc.

Shangpu Consulting analyzed the collected data and calculated the main indicators of consumers on coupons, such as coupon utilization rate, purchase rate, conversion rate, re-purchase rate, retention rate, etc., as well as the influencing factors and degree of coupon, such as coupon type, amount, validity period, conditions of use, etc.

According to the results of the analysis, Shangpu Consulting provided a detailed consumer research report and suggestions for the e-commerce platform, including how to improve the utilization rate, purchase rate, conversion rate, re-purchase rate, retention rate, etc. of coupons, how to optimize the types, amount, validity period, conditions of use, etc. of coupons, how to design coupons and services that are more in line with consumer needs and preferences, and how to formulate more effective and effective marketing strategies.