The Importance of 1. Consumer Research

Consumers are the core of the brand, and understanding the needs, preferences, motivations, attitudes, and behaviors of consumers is the basis for brand strategy. Consumer research can help businesses:

Discover market opportunities: Through research, companies can discover potential demand in the market, consumer pain points, competitors' strengths and weaknesses, etc., so as to find their own market positioning and differentiation advantages.

Optimize product design: Through research, companies can understand consumers' expectations, evaluations, and feedback on products, thereby optimizing product functions, appearance, quality, and price, and improving product satisfaction and loyalty.

Develop marketing strategies: Through research, companies can understand the consumer's purchase process, decision-making factors, sources of information, etc., so as to develop an effective marketing mix, including products, prices, channels, promotions, etc., to increase product visibility and sales.

Shaping brand image: through research, enterprises can understand consumers' cognition, feelings and associations of the brand, so as to shape the brand image in line with the psychology of consumers and enhance the value and influence of the brand.

Frequently Asked Questions 2. Consumer Research

Although the importance of consumer research is self-evident, many companies have some common problems when conducting consumer research, which affect the effect of consumer research and even damage the brand image. These issues include:

The research goal is not clear: some companies do not have a clear research goal when conducting consumer research, just to collect some data, not to solve a specific problem or achieve a specific purpose. Such research often lacks pertinence and effectiveness, wasting time and resources.

Inappropriate research methods: Some companies do not choose the right research method or use the research method correctly when conducting consumer research. For example, some enterprises only use quantitative research, while ignoring the importance of qualitative research; some enterprises use inappropriate samples, questionnaires, interviews, etc., resulting in research data bias and error.

Inaccurate research data: Some companies do not effectively clean, analyze, and interpret the research data when conducting consumer research, or do not use professional data analysis tools and methods. Such research data is often inaccurate, unreliable, unrepresentative, and does not reflect the real consumer situation.

Insufficient use of research results: Some companies have not translated the research results into specific actions and improvements after conducting consumer research, or have not followed up and evaluated the implementation effect of the research results in a timely manner. Such research results are often shelved and do not play their due value.

Consumer Research Methods of 3. Champ Consulting

Shangpu Consulting is a professional brand consulting company with many years of consumer research experience and methods, providing high-quality consumer research services for many well-known brands. Champ Consulting's consumer research methodology has the following characteristics:

Clear research objectives: Before conducting consumer research, Shangpu Consulting will fully communicate with customers, understand the customer's brand background, market environment, business objectives, etc., clarify the purpose, scope, content, indicators, etc. of the research, and formulate reasonable research plans and programs.

Choose appropriate research methods: When conducting consumer research, Shangpu Consulting will select appropriate research methods, including quantitative research and qualitative research, as well as various research tools, such as questionnaires, interviews, observations, experiments, neuromarketing, etc., according to the research objectives and contents, to ensure the comprehensiveness and validity of the research data.

Ensure the accuracy of survey data: After conducting consumer survey, Shangpu Consulting will strictly clean, analyze and interpret the survey data, and use professional data analysis tools and methods, such as SPSS, R, Python, etc., as well as various data analysis models and technologies, such as cluster analysis, factor analysis, regression analysis, text analysis, sentiment analysis, etc., to ensure the accuracy, reliability and representativeness of survey data, reflect the real consumer situation.

Make full use of the research results: After completing the consumer research, Shangpu Consulting will transform the research results into specific suggestions and strategies to help customers optimize product design, formulate marketing strategies, shape brand image, etc. At the same time, it will regularly follow up and evaluate the research The implementation effect of the results provides customers with continuous support and improvement.

4. Shangpu Consulting's Consumer Research Case

Shangpu Consulting has a wealth of cases and results in consumer research. The following are some typical cases:

Consumer research for an international cosmetics brand: The brand wants to enter the Chinese market, but does not know much about the needs and preferences of Chinese consumers. Consumer research is needed to develop appropriate market positioning and brand strategy. Shangpu Consulting conducted in-depth consumer research for the brand, including online questionnaires, telephone interviews, field observations, etc., collected a large amount of data, analyzed Chinese consumers' usage habits, purchase motivation, brand awareness, etc., found the opportunities and challenges in the Chinese market, and put forward targeted suggestions for the brand, such as product innovation, channel expansion, marketing communication, etc, helped the brand successfully enter the Chinese market and gained a good reputation and sales.

Conduct consumer research for a domestic clothing brand: if the brand wants to improve its brand image and increase consumer loyalty, it needs to conduct consumer research to understand consumers' feelings and expectations of the brand. Shangpu Consulting conducted a comprehensive consumer survey for the brand, including online communities, WeChat groups, offline salons, etc., collected a wealth of data, analyzed consumers' perceptions, emotions, and associations of the brand, and discovered the brand The advantages and disadvantages of the brand, put forward specific suggestions for the brand, such as brand positioning, brand stories, brand slogans, etc., to help the brand shape a unique brand image, increased consumer trust and affection.

Consumer research for a foreign car brand: The brand wants to launch a new car model in the Chinese market, but is uncertain about the acceptance of the model by Chinese consumers. Consumer research is needed to assess market potential and risks. Shangpu Consulting conducted professional consumer research for the brand, including simulated test driving, neural marketing, competitive product analysis, etc., collected effective data, analyzed the evaluation, feedback and suggestions of Chinese consumers on the model, found the advantages and disadvantages of the model, and put forward reasonable suggestions for the brand, such as product improvement, price strategy, target market, etc, helped the brand successfully launched the model in the Chinese market, and achieved good market response and sales performance.