1. determine the purpose and object of research

The first step in consumer research is to clarify the purpose and object of the research. The purpose of the research refers to the specific objectives of the research, such as understanding the motivation of consumers, evaluating the advantages and disadvantages of products, and testing the market response of new products. The object of the survey refers to the target group of the survey, such as potential users of the product, existing users, users of competitors, etc. Determining the purpose and object of research can help enterprises focus on the focus of research, avoid ineffective information collection, and improve the efficiency and effectiveness of research.

For example, Champ Consulting conducted consumer research for an automaker to understand consumers' perceptions and attitudes about newly launched electric vehicles and the factors that influence their purchase decisions. Through market analysis, Shangpu Consulting has determined that the target of the survey is young people with high income in the city, because they are the main potential users of electric vehicles and an important segment of the automobile market.

2. selection of appropriate research methods

The second step in consumer research is to choose the right research method. Research methods are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the analysis of large amounts of data through mathematical and statistical methods to arrive at a representative and credibleConclusion. The common methods of quantitative research are questionnaire survey, experimental method, observation method and so on. Qualitative research refers to the in-depth interpretation of a small amount of data through non-mathematical methods to arrive at connotative and instructiveConclusion. The common methods of qualitative research are interview method, focus group method, case analysis method and so on. When choosing a research method, it is necessary to consider the advantages and disadvantages of the method according to the purpose and object of the research, as well as the available resources and time, and choose the most suitable method, or use a combination of multiple methods to improve the quality and effectiveness of the research.

For example, Champ Consulting used a combination of quantitative and qualitative methods to conduct consumer research for automakers. First of all, Shangpu consulting company through the network questionnaire survey, collected 1000 valid samples, the basic information of consumers, car purchase intention, car purchase factors, such as quantitative analysis, obtained some universal and objective.Conclusion. Then, through telephone interviews and focus group discussions, Champ Consulting conducted a qualitative analysis of some samples to gain an in-depth understanding of consumers' views, feelings, and expectations of electric vehicles, and came up with some details and personalities.Conclusion。

3. Design Effective Questionnaires

The third step in consumer research is to design an effective survey questionnaire. A survey questionnaire is a tool used to collect consumer information. It includes a series of questions and options, as well as some guidance notes. When designing the survey questionnaire, attention should be paid to the following aspects: first, it should conform to the purpose and object of the survey, that is, the content of the questionnaire should be related to the target and group of the survey, and avoid irrelevant or repeated questions; The second is to follow the principles and specifications of the questionnaire, that is, the structure of the questionnaire should be clear, the expression of the questions should be accurate, the setting of options should be reasonable, and the length should be properly controlled, the design of the format should be beautiful; the third is to test and modify the questionnaire, that is, before the formal distribution of the questionnaire, the questionnaire should be tried and evaluated, and the necessary modifications should be made according to the feedback to improve the reliability and validity of the questionnaire.

For example, the online questionnaire designed by Shangpu Consulting Company for automobile manufacturers includes the following parts: the first is the introduction of the questionnaire, explaining the purpose, object, method, time, reward, etc. of the questionnaire; the second is the basic information of consumers, including Gender, age, income, occupation, education, etc.; the third is consumers' willingness to buy a car, including whether there is a plan to purchase electric vehicles, the planned purchase time, budget, etc.; the fourth is the consumer's car purchase factors, including the cognition, attitude, preference, demand, etc. of electric vehicles; the fifth is the end of the questionnaire, thank consumers for their Participation, provide contact information, and invite consumers to make suggestions or opinions. When designing the questionnaire, Shangpu Consulting Company referred to relevant literature and cases, used some standard scales and indicators, and added some customized questions and options according to the characteristics and requirements of customers. Before officially issuing the questionnaire, Shangpu Consulting invited some experts and consumers to test and evaluate the questionnaire, and made some modifications and optimizations to the questionnaire according to their feedback.

4. analysis and utilization of research results

The fourth step in consumer research is to analyze and use the results. Research results refer to consumer information collected through research methods, which can be quantitative data or qualitative descriptions. Analysis of research results refers to the use of some analytical techniques to organize, summarize, compare, explain, evaluate, etc., from which valuable information and knowledge is extracted. The use of research results refers to the information and knowledge obtained according to the analysis, to provide the basis and suggestions for the market decision-making of enterprises, to help enterprises to formulate or improve products, prices, channels, promotions and other strategies, improve market competitiveness and profitability.

For example, when Shangpu Consulting Company analyzes and uses consumer survey results for automobile manufacturers, it adopts the following steps: first, it cleans the data of the survey results, deletes invalid or abnormal samples, and ensures the quality of the data; The second is to describe the data of the survey results, use some descriptive statistical methods, summarize the distribution, concentration and dispersion of the data, and obtain some basic statistics and charts; the third is to infer the data of the research results, use some inferential statistical methods, test the relationship, difference and influence of the data, and draw some significant and causal.ConclusionFourth, the data interpretation of the research results, the use of some explanatory analysis methods, the meaning of the data, causes, consequences, etc., to draw some depth and value.Conclusion; Fifth, the data utilization of the research results, based on the analysis ofConclusionTo provide customers with a detailed report, including the research background, purpose, methods, results, recommendations, etc., but also to provide customers with some specific strategies and programs to help customers improve the market performance and competitiveness of electric vehicles.

Conclusion

Consumer research is an effective marketing tool, which can help enterprises to understand and meet the needs of consumers, improve product quality and sales, and enhance brand influence and loyalty. The process of consumer research includes four key points: determining the purpose and object of the research, selecting the appropriate research method, designing the effective research questionnaire, analyzing and using the research results, each of which has its own principles and skills, which need to be paid attention to and mastered by enterprises and consulting companies. Shangpu Consulting Company is a professional market consulting company. It has rich consumer research experience and capabilities, providing customers with high-quality consumer research services to help customers gain advantages and success in the fierce market competition.