Basic concepts and types of 1. consumer research

Consumer research, also known as market research or market research, refers to the process of collecting, analyzing and interpreting information about consumers to help companies solve marketing problems and make decisions. The purpose of consumer research is to understand consumer needs, preferences, behavior and satisfaction, so as to develop effective marketing strategies, such as product development, pricing, distribution, promotion and service.

The types of consumer research can be classified according to different criteria, and the common classification methods are as follows:

According to the purpose of the research, it can be divided into exploratory research, descriptive research and causal research. Exploratory research refers to preliminary research conducted to identify problems or opportunities, usually using qualitative methods, such as in-depth interviews, focus groups, and literature analysis. Descriptive research refers to systematic research conducted to describe the characteristics, attitudes, and behaviors of markets or consumers, usually using quantitative methods, such as questionnaires, observations, and experimental methods. Causal research refers to rigorous research conducted to determine the causal relationship between the market or consumers, usually using experimental methods or regression analysis.

According to the time of the survey, it can be divided into cross-sectional survey and vertical survey. Cross-sectional research refers to a one-time survey of one or more markets or consumer groups at a specific point in time or period, usually using questionnaires, observations, etc. Vertical research refers to the same or the same market or consumer group conducted multiple times over a long period of time, usually using panel methods, trend analysis, etc.

According to the source of research, it can be divided into first-hand research and second-hand research. First-hand research refers to the raw data collected by enterprises in order to solve specific problems or opportunities, usually using questionnaires, observation methods, experimental methods, etc. Second-hand research refers to the use of existing data, such as internal data, government data, industry data, network data, etc., for reprocessing and analysis of data.

Current situation and problems of 2. consumer research

Consumer research is an important means of marketing, but also an important source of enterprise competitiveness. With the change of market environment and the diversification of consumer demand, the importance and complexity of consumer research are increasing. However, consumer research also faces some challenges, mainly in the following aspects:

Research costs are high. Consumer research requires a lot of manpower, material and financial resources, such as designing research plans, making research tools, recruiting research objects, collecting research data, analyzing research results, etc., all of which require professional personnel and equipment, as well as corresponding costs. Especially in the face of massive data and complex markets, the cost of consumer research is more significant.

Research time is long. Consumer research needs to go through many stages and links, such as determining research objectives, selecting research methods, implementing research plans, processing research data, writing research reports, etc., which all take a certain amount of time. Especially in the face of rapidly changing markets and consumers, the time for consumer research is even more urgent.

Low data quality. The data quality of consumer research depends on many factors, such as the representativeness of the research object, the effectiveness of the research tools, the accuracy of the research data, the reliability of the research results, etc., which need strict control and supervision. Especially in the face of complex data and diverse consumers, the quality of consumer research data is more difficult to guarantee.

The analysis method is single. The analytical methods of consumer research mainly rely on traditional statistics and economics, such as descriptive statistics, inferential statistics, hypothesis testing, regression analysis, etc. Although these methods are scientific and normative, they also have certain limitations and assumptions. Especially in the face of non-linear data and irrational consumers, the analysis method of consumer research is even more inadequate.

Optimization Suggestions for 3. Consumer Research

In order to meet the challenges of consumer research and improve the efficiency and quality of research, this paper puts forward the following optimization suggestions, respectively, from the technology, channels, methods, questionnaires, samples, analysis, visualization and management.

1. Use big data and artificial intelligence technology

Big data and artificial intelligence are the most promising and potential technologies today. They can provide strong support and help for consumer research. Using big data technology, they can collect and process massive consumer data, such as social media, e-commerce, and mobile. Applications, Internet of Things, etc., so as to obtain more comprehensive, real-time, and more accurate consumer insights, reduce research costs, shorten research time, and improve data quality.

Using artificial intelligence technology, we can analyze and mine consumer data, such as natural language processing, machine learning, deep learning, neural networks, etc., to discover deeper, more implicit, more nonlinear consumer patterns, expand analysis methods, enhance analysis capabilities, and improve analysis results.

2. Adopt diversified research channels and methods

The channels and methods of consumer research refer to the ways and forms of information exchange between enterprises and consumers, such as telephone, email, website, application, social media, SMS, video, voice, image, etc. The choice of channels and methods of consumer research directly affects the coverage, participation, feedback speed and data quality of the research. Therefore, consumer research should adopt diversified channels and methods to adapt to different consumer groups, scenarios and purposes. The specific suggestions are as follows:

According to the characteristics of consumers, choose the appropriate channels and methods, such as age, gender, region, education, income, interests, habits, etc., in order to improve the response rate and satisfaction of consumers. For example, for young consumers, more interactive and interesting channels and methods such as social media, videos, and images can be used; for elderly consumers, simpler and more convenient channels and methods such as telephone, email, and text messages can be used.

According to the consumer's scenario, choose appropriate channels and methods, such as before purchase, during purchase, after purchase, during use, after use, etc., to increase consumer participation and loyalty. For example, for consumers before purchase, more attractive and influential channels and methods such as websites, applications, and social media can be used; for consumers after purchase, more caring and grateful channels and methods such as email, text messages, and phone calls can be used.

According to the purpose of consumers, choose appropriate channels and methods, such as understanding needs, evaluating satisfaction, collecting suggestions, solving problems, promoting re-purchase, etc., to improve consumers' trust and recommend. For example, for consumers who understand their needs, more systematic and normative channels and methods such as questionnaires, interviews and observations can be used; for consumers who solve problems, more real-time and effective channels and methods such as video, voice and images can be used.

3. Reasonable design of research questionnaires and samples

The questionnaires and samples of consumer research refer to the tools and objects used by enterprises to collect consumer data, such as questions, options, scales, indicators, quantity, distribution, structure, etc. The design of questionnaires and samples of consumer research directly affects the accuracy, reliability, validity and representativeness of the research data. Therefore, consumer research should design reasonable questionnaires and samples to ensure the quality and value of the research data. The specific suggestions are as follows:

Reasonable design of research questions should conform to the following principles: clear, concise, neutral, relevant, complete, orderly, balanced, comparable, measurable, operable, etc. For example, avoid using problems that are vague, complex, leading, irrelevant, repetitive, confusing, extreme, inconsistent, unquantifiable, and unexecutable.

The design of reasonable research options should conform to the following principles: comprehensive, mutually exclusive, balanced, moderate, orderly, consistent, optional, fillable, etc. For example, avoid using incomplete, overlapping, tendency, too many, out of order, mismatched, unselectable, unfilled options.

A reasonable design of the survey scale should conform to the following principles: scientific, effective, stable, sensitive, adaptable, simple, easy to understand, easy to use, etc. For example, avoid using scales that are unreasonable, ineffective, unstable, insensitive, unsuitable, complex, difficult to understand, and difficult to use.

Reasonable design of research indicators should conform to the following principles: important, relevant, measurable, controllable, comparable, improved, communicable, implemtable, etc. For example, avoid using indicators that are unimportant, irrelevant, unmeasurable, uncontrollable, uncomparable, unimproved, uncommunicable, and unimplementable.

The design of a reasonable research sample should conform to the following principles: representative, random, independent, sufficient, stratified, grouped, assigned, sampling, etc. For example, avoid using samples that are not representative, not random, not independent, not sufficient, not stratified, not grouped, not assigned, not sampled.

4. Use multi-dimensional data analysis and visualization tools

Data analysis and visualization of consumer research refers to the processes and methods used by enterprises to process, process, interpret and display consumer data, such as statistics, charts, models, algorithms, reports, dashboards, etc. The use of data analysis and visualization of consumer research directly affects the understanding, utilization, communication and transformation of research data. Therefore, consumer research should use multi-dimensional data analysis and visualization tools to enhance the significance and value of the research data. The specific suggestions are as follows:

Using multi-dimensional data analysis tools, the following dimensions should be considered: description, inference, prediction, optimization, exploration, interpretation, evaluation, recommend, etc. For example, not only descriptive analysis of consumer data, such as average, standard deviation, frequency, percentage, etc., but also inferential analysis, such as hypothesis testing, confidence interval, correlation, significance, etc. Not only predictive analysis of consumer data, such as regression analysis, time series, neural network, support vector machine, etc., but also optimization analysis, such as linear programming, integer programming, nonlinear programming, dynamic programming, etc.; not only to the consumer data for exploratory analysis, such as cluster analysis, principal component analysis, factor analysis, association rules, etc., but also for explanatory analysis, such as decision tree, Bayesian network, random forest, gradient promotion, etc.; not only to the consumer data for evaluation analysis, such as accuracy, recall, precision, F1 value, AUC value, ROC curve, etc., but also recommended analysis, such as collaborative filtering, association analysis, content analysis, mixed recommend.

Using multi-dimensional data visualization tools, the following dimensions should be considered: expression, presentation, interaction, exploration, discovery, communication, persuasion, action, etc. For example, we should not only visualize consumer data expressively, such as histogram, line chart, pie chart, scatter chart, etc., but also visualize them expressively, such as dashboards, maps, heat maps, funnel charts, etc. We should not only visualize consumer data interactively, such as sliders, buttons, drop-down menus, check boxes, etc., but also explore visualization, such as parallel coordinates, radar chart, tree chart, Sankey chart, etc. Not only should consumer data be discoverable, such as box chart, violin chart, density chart, histogram, etc., but also communicative visualization, such as storyboards, comments, titles, legends, etc.; Not only should consumer data be visualized persuasively, such as comparison charts, trend charts, relationship charts, causality charts, etc, it is also necessary to visualize action, such as guide maps, suggestion maps, target maps, plan maps, etc.

5. Establish an ongoing consumer relationship management system

Consumer relationship management refers to the process and method of establishing and maintaining long-term and stable relationships with consumers to improve consumer satisfaction, loyalty, recommend and lifetime value, such as identification, attraction, development, retention, recovery, etc. Consumer relationship management is an extension and supplement of consumer research, as well as the purpose and result of consumer research. Therefore, consumer research should establish a continuous consumer relationship management system to achieve the continuity and effectiveness of consumer research. The specific suggestions are as follows:

To establish a continuous consumer identification system, it is necessary to collect and update the basic information and behavior information of consumers through a variety of channels and methods, such as name, gender, age, region, contact information, purchase records, browsing records, feedback records, etc., so as to form a complete consumer file and database to provide data support and basis for consumer research.

To establish a continuous consumer attraction system, it is necessary to transmit and display the value proposition and product advantages of the enterprise through a variety of channels and ways, such as advertising, public relations, activities, trials, gifts, concessions, etc., so as to increase consumers' awareness and interest and provide opportunities and conditions for consumer research.

To establish a continuous consumer development system, it is necessary to provide and improve the products and services of enterprises through various channels and methods, such as customization, innovation, upgrading, value-added, training, consultation, etc., so as to improve consumer satisfaction and loyalty, and provide feedback and suggestions for consumer research.

To establish a continuous consumer retention system, it is necessary to maintain and enhance the relationship with consumers through a variety of channels and methods, such as care, gratitude, reward, recognition, invitation, participation, etc., so as to extend the retention time and the number of re-purchases of consumers. Provide a stable and continuous data source for consumer research.

To establish a continuous consumer recovery system, it is necessary to solve and prevent consumer problems and complaints through a variety of channels and methods, such as response, handling, resolution, compensation, apology, early warning, prevention, etc., so as to reduce the loss rate and negative evaluation of consumers, and provide the direction and basis for improvement and optimization for consumer research.

4. Shangpu Consulting's consumer research services and cases

Shangpu Consulting Company is a professional market research and consulting company, which is committed to providing customers with high-quality consumer research services, helping customers understand and meet consumer needs, and enhancing their market competitiveness and profitability. Champ Consulting's consumer research services cover the following areas:

Consumer behavior research, through the analysis of consumers' purchase process, purchase motivation, purchase decision, purchase impact, etc., to help customers develop effective market strategies, such as product positioning, target market, marketing mix.

Consumer satisfaction research helps customers evaluate and improve the quality and performance of products and services, such as function, design, price, brand, service, etc., by measuring consumer satisfaction, loyalty, recommend, etc.

Consumer demand research helps customers develop and innovate products and services, such as functions, designs, prices, brands, services, etc., by identifying consumers' potential needs, unmet needs, emerging needs, etc.

Consumer segmentation research, by dividing consumers into different groups, according to consumer characteristics, behavior, needs, etc., to help customers customize and optimize products and services, such as functions, design, prices, brands, services, etc.

Consumer trend research helps customers grasp and lead the development direction and opportunities of the market, such as function, design, price, brand, service, etc., by predicting the future needs, preferences and behaviors of consumers.

The consumer research services of Shangpu Consulting Company have provided successful solutions and value creation for customers in many industries and fields. The following are some specific cases:

Case 1: Conduct consumer behavior research for an international fast-food company to help it understand the purchase process, purchase motivation, purchase decision and purchase impact of consumers in the Chinese market, so as to formulate targeted market strategies, such as product positioning, target market, marketing mix, etc. Shangpu Consulting Company adopts a variety of research methods, such as questionnaires, in-depth interviews, focus groups, neural marketing, etc., collects a large number of first-hand and second-hand data, and uses a variety of analysis tools, such as descriptive statistics, inferential statistics, regression analysis, cluster analysis, correlation analysis, etc., to obtain a wealth of research results, such as consumer demand levels, preference types, behavior patterns, influencing factors, etc, and put forward specific strategic recommendations, such as product characteristics, price strategy, distribution channels, promotional activities. The program increased market share, brand awareness and consumer satisfaction for clients.

Case 2: conduct a consumer satisfaction study for a domestic automobile manufacturing company to help it evaluate and improve the quality and performance of its products and services, such as function, design, price, brand, service, etc., so as to improve consumer loyalty and recommend. Shangpu Consulting Company adopts a variety of research methods, such as online survey, telephone interview, short message reply, email feedback, etc., collects a large number of first-hand and second-hand data, and uses a variety of analysis tools, such as descriptive statistics, inference statistics, hypothesis test, correlation analysis, satisfaction model, etc., and obtains rich research results, such as consumer satisfaction, loyalty, recommend, importance, satisfaction, improvement space, etc., and put forward specific improvement measures, such as functional optimization, design innovation, price adjustment, brand promotion, service improvement, etc. The project for customers to reduce consumer turnover rate, improve consumer repurchase rate and word-of-mouth communication.

Case 3: Conduct consumer demand research for a foreign electronic product company to help it identify and meet the potential needs, unmet needs, and emerging needs of consumers in the Chinese market, so as to develop and innovate products and services, such as functions, Design, price, brand, service, etc. Shangpu Consulting Company has adopted a variety of research methods, such as online surveys, in-depth interviews, focus groups, experimental methods, etc., collected a large number of first-hand and second-hand data, and used a variety of analysis tools, such as descriptive statistics, inferential statistics, predictive analysis, optimization analysis, exploration analysis, etc., and obtained a wealth of research results, such as the potential demand of consumers, unmet demand, emerging demand, demand level, demand type, demand factors, etc., and put forward specific development suggestions, such as functional increase, design change, price reduction, brand differentiation, service value-added, etc. The project for customers to expand the market space, improve product competitiveness and consumer recognition.