Innovative Thinking in Consumer Research: How to Break the Traditional Framework

1. Introduction

Consumers are the core of the market. Understanding consumers' needs, preferences, behaviors and values is the basis of marketing and the driving force of enterprise innovation. Consumer research is the main way to obtain consumer insight, and it is an important basis for enterprises to formulate strategies, design products, optimize services, enhance brands and enhance competitiveness. However, with the development of society and the change of consumers, the traditional consumer research methods are facing more and more challenges and difficulties, such:

It is difficult to capture the deep needs of consumers. Traditional consumer research methods usually rely on consumer self-statements, such as questionnaires, interviews, focus groups, etc., but these methods often can only obtain the surface needs of consumers, but can not reveal the potential needs of consumers, emotional needs, social needs, etc., can not find the potential problems and opportunities of consumers.

It is difficult to adapt to the diversity and personalization of consumers. Traditional consumer research methods usually adopt unified standards and processes to divide consumers into different market segments and target groups, but these methods often ignore the individual differences and multiple identities of consumers, and can not meet the personalized and customized needs of consumers.

It is difficult to cope with the rapid changes of consumers. Traditional consumer research methods usually take a long time and more resources, but consumer needs and behavior are constantly changing, influenced by society, culture, technology, environment and other aspects, these methods are often difficult to reflect the latest developments of consumers in a timely manner, and it is difficult to predict the future trends of consumers.

Therefore, consumer research requires innovative thinking, breaking the traditional framework, and exploring new methods and tools to improve the effectiveness and value of research. From the perspective of consumers, this paper analyzes the connotation and characteristics of innovative thinking of consumer research, and puts forward three levels of innovative thinking of consumer research, namely, life task, stand-to-stand position and personal experience. Combined with the practical case of Shangpu Consulting Company, the application effect and significance of innovative thinking of consumer research are demonstrated.

Connotation and Characteristics of Innovative Thinking in 2. Consumer Research

Innovative thinking is a way of thinking that can create new values and solve new problems. It includes creative thinking, critical thinking, systematic thinking and other thinking modes. It has the characteristics of openness, flexibility, integration, originality and so on. The innovative thinking of consumer research refers to the use of innovative thinking methods and tools in the process of consumer research, from the perspective of consumers, in-depth understanding of consumer needs, behavior and value, and discovering consumer problems and opportunities. Create consumer experience and satisfaction, and provide support and guidance for the innovation and development of enterprises.

The innovative thinking of consumer research has the following characteristics:

Consumer-centric. The innovative thinking of consumer research is not based on the products or services of enterprises, but on the needs or problems of consumers, not on the perspective or logic of enterprises, but on the perspective or logic of consumers. The innovative thinking of consumer research focuses on the comprehensive and in-depth understanding of consumers, not just the superficial and one-sided understanding of consumers, and the real and deep needs of consumers, not just the explicit and expressive needs of consumers. Pay attention to the satisfaction of consumers' emotions and values, not just the satisfaction of consumers' functions and effects.

Creativity at the core. The innovative thinking of consumer research is not dependent on traditional methods or tools, but on creative methods or tools, not limited by existing data or information, but limited by creative data or information, not based on establishedConclusionor the answer as the end point, but with the creativeConclusionOr the answer for the end. The innovative thinking of consumer research focuses on the new and unknown aspects of consumers, not just the old and known aspects of consumers, the potential and future aspects of consumers, not just the reality of consumers And the past aspects, focusing on the unique and individual aspects of consumers, not just the commonality and universal aspects of consumers.

Based on integration. The innovative thinking of consumer research focuses on the personal experience of consumers, not just the products or services of consumers, and the influencing factors of consumers' personal experience, not just the results of consumers' personal experience. Pay attention to the improvement and optimization of consumers' personal experience, not just the satisfaction and maintenance of consumers' personal experience.

For example, Shangpu Consulting once conducted consumer research for an electronics manufacturer with the purpose of improving the user experience and market share of its products. Instead of using the traditional function or performance test, Shangpu Consulting Company adopts the method of personal experience. By allowing consumers to use the product in person, and recording and analyzing the various sensory, emotional, cognitive and behavioral reactions of consumers, it is found that the personal experience of consumers is not only determined by the function or performance of the product, but by the appearance of the product, operation, sound, smell, touch and other factors. Shangpu Consulting Company further found the influencing factors of consumers' personal experience, such as some consumers will have a good feeling or disgust because of the appearance and color of the product, some consumers will have trust or distrust because of the operation and feedback of the product, and some consumers will have comfort or discomfort because of the sound and smell of the product. Shangpu Consulting also found the direction of improvement and optimization of consumers' personal experience, such as some consumers want the appearance of products to be more fashionable and personalized, some consumers want the operation of products to be simpler and more intelligent, and some consumers want the sound and smell of products to be more natural and environmentally friendly. Based on these findings, Shangpu Consulting has put forward a series of innovative suggestions for electronic product manufacturers, such as improving the appearance and color design of products, increasing the interactivity of product operation and feedback, and optimizing the quality of product sound and smell, so as to help electronic product manufacturers improve the user experience and market share of their products.

4. Conclusion

Consumer research is an important means of marketing and enterprise innovation, but the traditional consumer research methods have many limitations, it is difficult to adapt to the changes and needs of consumers. Consumer research requires innovative thinking, breaking the traditional framework and exploring new methods and tools to improve the effectiveness and value of research. From the perspective of consumers, this paper analyzes the connotation and characteristics of innovative thinking in consumer research, and puts forward three levels of innovative thinking in consumer research, namely, life tasks, stand-to-stand positions and personal experience. Combined with the practical cases of Shangpu Consulting Company, the application effect and significance of innovative thinking in consumer research are demonstrated. The innovative thinking of consumer research can not only help companies better understand consumer needs, behaviors and values, but also help companies better create consumer experience and satisfaction, thereby enhancing their competitiveness and development.