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

2024-07-18 16:48:26  来源:尚普咨询  浏览量:0

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

1. Introduction

消费者是市场的核心,了解消费者的需求、偏好、行为和价值观是市场营销的基础,也是企业创新的动力。消费者调研是获取消费者洞察的主要途径,是企业制定战略、设计产品、优化服务、提升品牌、增强竞争力的重要依据。然而,随着社会的发展和消费者的变化,传统的消费者调研方法面临着越来越多的挑战和困境,如:

难以捕捉消费者的深层需求。传统的消费者调研方法通常依赖于消费者的自我陈述,如问卷、访谈、焦点小组等,但这些方法往往只能获取消费者的表层需求,而无法揭示消费者的潜在需求、情感需求、社会需求等,也无法发现消费者的潜在问题和机会。

难以适应消费者的多样化和个性化。传统的消费者调研方法通常采用统一的标准和流程,将消费者分为不同的细分市场和目标群体,但这些方法往往忽略了消费者的个体差异和多重身份,也无法满足消费者的个性化和定制化的需求。

难以应对消费者的快速变化。传统的消费者调研方法通常需要较长的时间和较多的资源,而消费者的需求和行为却在不断变化,受到社会、文化、技术、环境等多方面的影响,这些方法往往难以及时反映消费者的最新动态,也难以预测消费者的未来趋势。

因此,消费者调研需要创新思维,打破传统的框架,探索新的方法和工具,以提高调研的有效性和价值。本文从消费者的角度出发,分析了消费者调研的创新思维的内涵和特征,提出了消费者调研的创新思维的三个层次,即生活任务、站对立场和亲身体验,并结合尚普咨询公司的实践案例,展示了消费者调研的创新思维的应用效果和意义。

二、消费者调研的创新思维的内涵和特征

创新思维是一种能够创造新的价值和解决新的问题的思维方式,它包括创造性思维、批判性思维、系统性思维等多种思维模式,具有开放性、灵活性、整合性、原创性等特征。消费者调研的创新思维是指在消费者调研的过程中,运用创新思维的方法和工具,从消费者的视角出发,深入了解消费者的需求、行为和价值,发现消费者的问题和机会,创造消费者的体验和满意,为企业的创新和发展提供支持和指导的思维方式。

消费者调研的创新思维具有以下几个特征:

以消费者为中心。消费者调研的创新思维不是以企业的产品或服务为出发点,而是以消费者的需求或问题为出发点,不是以企业的视角或逻辑为主导,而是以消费者的视角或逻辑为主导,不是以企业的利益或目标为导向,而是以消费者的利益或目标为导向。消费者调研的创新思维关注消费者的全面和深入的了解,而不仅仅是消费者的表面和片面的了解,关注消费者的真实和深层的需求,而不仅仅是消费者的显性和表达的需求,关注消费者的情感和价值的满足,而不仅仅是消费者的功能和效果的满足。

以创造性为核心。消费者调研的创新思维不是以传统的方法或工具为依赖,而是以创造性的方法或工具为依赖,不是以现有的数据或信息为限制,而是以创造性的数据或信息为限制,不是以既定的Conclusion或答案为终点,而是以创造性的Conclusion或答案为终点。消费者调研的创新思维关注消费者的新的和未知的方面,而不仅仅是消费者的旧的和已知的方面,关注消费者的潜在和未来的方面,而不仅仅是消费者的现实和过去的方面,关注消费者的独特和个性的方面,而不仅仅是消费者的共性和普遍的方面。

以整合性为基础。消费者调研的创新思维关注消费者的亲身体验的方面,而不仅仅是消费者的产品或服务的方面,关注消费者的亲身体验的影响因素,而不仅仅是消费者的亲身体验的结果,关注消费者的亲身体验的提升和优化,而不仅仅是消费者的亲身体验的满足和维持。

例如,尚普咨询公司曾经为一家电子产品制造商进行消费者调研,目的是为其提高产品的用户体验和市场占有率。尚普咨询公司没有采用传统的功能或性能的测试,而是采用了亲身体验的方法,通过让消费者亲自使用产品,并记录和分析消费者的各种感官、情感、认知和行为的反应,发现消费者的亲身体验不仅仅是由产品的功能或性能所决定的,而是受到了产品的外观、操作、声音、气味、触感等多种因素的影响。尚普咨询公司进一步发现消费者的亲身体验的影响因素,如有的消费者会因为产品的外观和颜色而产生好感或厌恶,有的消费者会因为产品的操作和反馈而产生信任或不信任,有的消费者会因为产品的声音和气味而产生舒适或不适等。尚普咨询公司还发现消费者的亲身体验的提升和优化的方向,如有的消费者希望产品的外观更加时尚和个性化,有的消费者希望产品的操作更加简单和智能化,有的消费者希望产品的声音和气味更加自然和环保等。基于这些发现,尚普咨询公司为电子产品制造商提出了一系列的创新建议,如改进产品的外观和颜色的设计,增加产品的操作和反馈的互动性,优化产品的声音和气味的品质等,从而帮助电子产品制造商提高了其产品的用户体验和市场占有率。

4. Conclusion

消费者调研是市场营销和企业创新的重要手段,但传统的消费者调研方法存在着诸多局限性,难以适应消费者的变化和需求。消费者调研需要创新思维,打破传统的框架,探索新的方法和工具,以提高调研的有效性和价值。本文从消费者的角度出发,分析了消费者调研的创新思维的内涵和特征,提出了消费者调研的创新思维的三个层次,即生活任务、站对立场和亲身体验,并结合尚普咨询公司的实践案例,展示了消费者调研的创新思维的应用效果和意义。消费者调研的创新思维不仅能够帮助企业更好地了解消费者的需求、行为和价值,也能够帮助企业更好地创造消费者的体验和满意,从而提升企业的竞争力和发展力。




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