Purpose of 1. research: identify the themes, issues, assumptions and expected results of the research.

The first step in consumer research is to determine the purpose of the research, I .e. to identify the themes, questions, assumptions and expected results of the research. This step is the basis of the guidance and direction of the research, and it is also the standard for evaluating the effect of the research. The purpose of the survey should have the following characteristics:

-Consistent with the company's strategic objectives and market environment, able to solve the actual problems or challenges faced by the company;

-Has a clear scope and definition, can clearly express the research object, content, scope and depth;

-Operable and measurable, able to design appropriate research plans and tools according to the research purpose, and adopt reasonable evaluation indicators and methods;

-Innovative and valuable, able to provide new insights and insights, and provide valuable reference and support for corporate decisions and actions.

For example, Shangpu Consulting once provided consumer research services for a well-known fast-moving consumer product company to help it understand consumers' perceptions, attitudes and behaviors towards its new shampoo. The purpose of the research is:

-Understand the consumer's evaluation of the shampoo's brand image, product features, experience and satisfaction;

-Understand the consumer's purchase motivation, purchase channel, purchase frequency and purchase amount of the shampoo;

-Understand the degree of consumer loyalty, recommend willingness and willingness to repurchase the shampoo;

-Understand consumers' opinions and needs for improvement of the shampoo.

This research objective has the above four characteristics and can provide useful information for enterprises to help them optimize their products and market strategies.

2. research solutions: selecting appropriate research methods, samples, tools and indicators

The second step of consumer research is to design the research plan, that is, to select the appropriate research methods, samples, tools and indicators. This step is not only the guarantee of the implementation and effectiveness of the research, but also the key to ensure the quality and efficiency of the research. The research program should have the following characteristics:

-Match the research purpose and be able to effectively collect and analyze the required data and information;

-Adapt to the characteristics of the market and consumers, and be able to fully consider the dynamic changes of the market and the diversity and complexity of consumers;

-Comprehensive use of a variety of research methods, from different angles and levels to obtain and verify data and information;

-Ensure the reliability and validity of data, be able to adopt scientific sampling methods, design reasonable research tools, and adopt strict data cleaning and processing methods.

For example, the consumer research program provided by Champ Consulting for the above-mentioned fast-food companies is:

-Use a combination of quantitative and qualitative research methods to conduct online questionnaires and offline in-depth interviews to obtain extensive feedback and in-depth insights from consumers;

-Using a stratified random sampling method, 2000 consumers who met the characteristics of the target population were selected from first-to fifth-tier cities across the country as a sample for the questionnaire survey, and 100 representative consumers were selected as in-depth interviews. The object;

-Design effective research tools, including questionnaire content, interview guide, observation table, etc., to cover all aspects of the research purpose, and adopt appropriate scale, question type, sequence, etc., to improve the credibility and validity of the research tools;

-Use reasonable evaluation indicators and methods, including consumer satisfaction index, consumer loyalty index, consumer recommend index, etc., as well as descriptive statistics, correlation analysis, factor analysis, cluster analysis, etc., to effectively measure and analyze the data.

This research program has the above four characteristics, can provide enterprises with reliable and effective data and information to help them understand the needs and behavior of consumers.

3. research implementation: collect, record and sort out data according to the research plan.

The third step of consumer research is to implement research activities, that is, to collect, record and organize data according to the research plan. This step is not only the guarantee of the execution and quality of the research, but also the basis for ensuring the authenticity and accuracy of the research results. Research implementation should have the following characteristics:

-Follow the requirements of the research plan, complete the collection, recording and sorting of data on time and according to quantity and quality;

-Protect the privacy and rights of consumers, abide by relevant laws, regulations and ethics, obtain informed consent of consumers, do not force or induce consumers to participate in research, and do not disclose or abuse consumers' personal information;

-Ensure the fairness and objectivity of the research, avoid subjective bias and misleading, do not imply or guide consumers in any form, and do not tamper or manipulate data in any form;

-Ensure the validity and reliability of research, adopt effective data cleaning and processing methods, eliminate invalid or abnormal data, check the consistency and integrity of data, and ensure the quality and availability of data.

For example, the implementation of consumer research provided by Champ Consulting for the above-mentioned FMOs companies is:

-According to the requirements of the research plan, online questionnaire survey and offline in-depth interview were conducted in April and May 2023 respectively. A total of 2000 valid questionnaire data and 100 detailed interview records were collected, and the data and records were sorted out and filed;

-Protects the privacy and rights of consumers, explains the purpose, content, method and time of the survey to consumers in advance, and obtains the consent of consumers, does not force or induce consumers in any form, and does not disclose or abuse Consumer personal information;

-Ensure the impartiality and objectivity of the survey, do not imply or guide consumers in any form, do not tamper with or manipulate data in any form, and maintain the neutrality and independence of the survey;

-Ensure the validity and reliability of the research, adopt effective data cleaning and processing methods, eliminate invalid or abnormal data, test the consistency and integrity of the data, and ensure the quality and availability of the data.

This research implementation has the above four characteristics, which can provide real and accurate data and information for enterprises, and lay a solid foundation for subsequent data analysis and application.

4. research and analysis: according to research indicators and methods, data analysis, interpretation and induction

The fourth step of consumer research is to conduct research and analysis, that is, to analyze, interpret and summarize data according to research indicators and methods. This step is a manifestation of the analytical and value of the research, as well as a prerequisite for providing research insights and recommendations. Research and analysis should have the following characteristics:

-Based on the facts and evidence of the data, avoid subjective assumptions and speculation, and maintain the authenticity and objectivity of the data;

-Use appropriate statistical methods and techniques to effectively process and analyze data, reveal data patterns and trends, and discover data correlations and influencing factors;

-Combining the background and characteristics of the market and consumers, reasonably explain and summarize the data, extract the meaning and value of the data, and form the insight and enlightenment of the data;

-Use clear charts and text to effectively display and communicate data, highlighting the focus of the data andConclusionImprove data readability and visibility.

For example, the consumer research and analysis provided by Champ Consulting for the above-mentioned FMOs companies is:

-Based on the data of questionnaire survey and in-depth interview, descriptive statistics and correlation analysis were carried out on the evaluation, situation, degree and opinion of consumers, and the feedback and evaluation of the whole and details of the shampoo were obtained;

-Using factor analysis and cluster analysis methods, the needs and behaviors of consumers are classified and grouped, and the different types and characteristics of consumers, as well as the differences and preferences of various types of consumers are obtained;

-Combining the background and characteristics of the market and consumers, the data are reasonably explained and summarized, and the influencing factors and driving forces of consumers' cognition, attitude and behavior of the shampoo, as well as consumers' needs and expectations;

-Using clear charts and text, the data are effectively displayed and communicated, highlighting the focus of the data andConclusionThis improves the readability and visibility of the data.

This research analysis has the above four characteristics and can provide valuable data insights and suggestions for enterprises to formulate effective market strategies and action plans.

5. research application: according to the research results, put forward targeted suggestions and programs.

The fifth step of consumer research is to conduct research and application, that is, to put forward targeted suggestions and plans according to the research results. This step is the embodiment of the application and practicality of the research, and it is also the key to realize the purpose and value of the research. Research applications should have the following characteristics:

-Based on the insight and enlightenment of research and analysis, put forward targeted and feasible suggestions and solutions to solve the problems or challenges faced by the enterprise and realize the goal or vision of the enterprise;

-Consider the changes and needs of the market and consumers, put forward forward-looking and innovative proposals and programs, enhance the competitiveness and leading edge of enterprises, and create value or opportunities for enterprises;

-Combining the resources and capabilities of the enterprise, put forward operable and measurable suggestions and plans, clarify the tasks and responsibilities of the enterprise, formulate the plans and measures of the enterprise, and evaluate the effects and benefits of the enterprise;

-Communicate and collaborate effectively with the decision makers and executives of the enterprise, put forward persuasive and attractive suggestions and plans, obtain the recognition and support of the enterprise, and promote the implementation and improvement of the enterprise.

For example, the consumer research application provided by Champ Consulting for the above-mentioned FMOs companies is:

-Based on the insight and enlightenment of research and analysis, the differentiated market strategy for different types of consumers is proposed, including product strategy, price strategy, channel strategy and promotion strategy, in order to meet the different needs and preferences of consumers and improve consumer satisfaction and loyalty;

-Considering the changes and needs of the market and consumers, put forward suggestions for innovative product development and brand communication, including the development of new products that are more in line with consumer expectations, and the use of social media and word-of-mouth marketing to enhance brand awareness and reputation;

-Combining the resources and capabilities of the enterprise, put forward operable and measurable recommendations and plans, including clear goals and indicators, as well as specific tasks and measures, and effective evaluation and feedback mechanisms to ensure recommendations and plans Implementation and effectiveness;

-Communicate and collaborate effectively with the decision makers and executors of the enterprise, put forward persuasive and attractive suggestions and plans, obtained the recognition and support of the enterprise, and promoted the implementation and improvement of the enterprise.

This research application has the above four characteristics, which can provide enterprises with useful market strategies and action plans to help them improve the competitiveness and market share of their products and services.

Conclusion

Consumer research is an important means of marketing, which can help enterprises understand the needs and behaviors of consumers, formulate effective marketing strategies and enhance the competitiveness of products or services. However, consumer research is not easy, and certain principles and methods need to be followed to avoid common misunderstandings and difficulties. This paper invites senior experts from Shangpu Consulting Group to analyze the key points and difficulties of consumer research from five aspects: research purpose, plan, implementation, analysis and application. Combined with the successful cases provided by Shangpu Consulting for customers in many industries, some practical suggestions and experiences are given. The purpose of this paper is to provide some reference and enlightenment for enterprises with consumer research needs, and to help them improve the effect and value of consumer research.