Purpose of 1. Consumer Research

The purpose of consumer research is to obtain information about consumers so that companies can develop or adjust marketing strategies. Consumer research information can be divided into the following categories:

Consumer characteristics, including consumer demographic characteristics (such as age, gender, income, education, etc.), psychological characteristics (such as motivation, attitude, values, lifestyle, etc.) and behavioral characteristics (such as buying behavior, use behavior, consumption habits, etc.).

Consumer needs, including consumer expectations and requirements for the function, performance, quality, price, channel, promotion, etc. of the product or service.

Consumer preferences, including consumer preferences and preferences for different products or services, as well as factors that affect consumer preferences (e. g., brand, word-of-mouth, advertising, etc.).

Consumer satisfaction, including the actual experience and feelings of consumers about the product or service, as well as the gap with expectations and reasons.

Consumer loyalty includes the willingness and behavior of consumers to repeatedly purchase and recommend products or services, as well as the factors that affect consumer loyalty (such as satisfaction, trust, emotional attachment, etc.).

According to different purposes, consumer research can be divided into the following types:

Market analysis aims to understand the size, structure, trends, opportunities and threats of the market, as well as the situation of competitors, to provide a basis for market positioning and the selection of target markets.

Product development aims to understand the needs and preferences of consumers, as well as the advantages and disadvantages of products, and provide guidance for product design, improvement and innovation.

Price strategy, designed to understand consumer price sensitivity and acceptance, as well as the impact of prices on consumer behavior, to provide a basis for price determination and adjustment.

Channel management aims to understand the purchase channels and use channels of consumers, as well as the advantages and disadvantages of channels, and provide a basis for channel selection and optimization.

Promotional activities are designed to understand the response and effect of consumers to promotions, as well as the advantages and disadvantages of promotions, and provide a basis for the design and execution of promotions.

Brand building aims to understand consumers' cognition, attitude and behavior of the brand, as well as the value and image of the brand, and provide the basis for brand positioning and communication.

Customer relationship, designed to understand consumer satisfaction and loyalty, as well as the factors affecting consumer relationships, to provide a basis for customer maintenance and value-added.

Methods of 2. Consumer Research

Consumer research methods can be divided into the following two categories:

Quantitative research uses mathematical and statistical methods to describe and analyze consumer characteristics, needs, preferences, satisfaction and loyalty through quantitative data and indicators. The main methods of quantitative research are questionnaire survey, experimental design, observation method, mathematical model and so on.

Qualitative research, using language and image methods, through in-depth description and explanation, to reveal and understand consumer motivation, attitudes, values, feelings and experiences. The main methods of qualitative research are interview method, focus group, case analysis, text analysis and so on.

Depending on the purpose and situation, consumer research can choose one or more methods to conduct a single or integrated survey. In general, quantitative research is applicable to situations where there are clear problems and assumptions that need to be verified and quantified; qualitative research is applicable to situations where there are not yet clear problems and assumptions that need to be explored and understood. Quantitative research and qualitative research can complement and support each other to form a complete and comprehensive consumer research.

The Process of 3. Consumer Research

The process of consumer research can be divided into the following steps:

Determine the purpose of the research, clarify the problems and objectives of the research, as well as the value and significance of the research.

Design research programs, select research methods and techniques, determine the object and scope of research, and develop research plans and budgets.

Collect research data, obtain consumer information and feedback through questionnaires, interviews, observations, etc., to ensure that the data is true and effective.

Analyze research data, process and organize data through statistics, induction, classification, comparison, etc., extract and summarize data patterns andConclusion。

Write the research report, according to the logic and structure, write the background, purpose, method, results, analysis, suggestions and other contents of the research, and form a complete and clear research report.

Propose research recommendations, according to the results and analysis of the survey, the marketing strategy and action plan for consumers, as well as the evaluation and improvement of the survey.

The process of consumer research is a circular and iterative process that needs to be constantly revised and improved to adapt to market changes and consumer needs.

Results of 4. Consumer Research

The results of consumer research refer to the output and output of research, including research data, reports, recommendations, etc. How to evaluate the quality and effect of the results of consumer research? This paper puts forward the following five evaluation criteria, namely, validity, reliability, representativeness, practicality and innovation.

Effectiveness refers to whether the results of the survey can effectively answer the questions of the survey, whether it can achieve the purpose of the survey, and whether it can reflect the real situation of consumers. Validity assessment methods include logical testing, hypothesis testing, and causal analysis.

Reliability refers to whether the results of the survey can be repeated stably and consistently, whether random and systematic errors can be eliminated, and whether the data can be accurate and complete. Reliability assessment methods include reliability analysis, validity analysis, sensitivity analysis, etc.

Representation refers to whether the results of the survey are representative of the entire target market or target group, whether they can take into account different consumer types and characteristics, and whether they can reflect the diversity and variability of the market. Representative evaluation methods include sampling design, stratified analysis, cluster analysis, etc.

Practicality refers to whether the results of the research can provide useful and feasible information and suggestions for the marketing decision of the enterprise, whether it can match the objectives and resources of the enterprise, and whether it can take into account the competition and environment of the market. Practical assessment methods include cost-benefit analysis, risk analysis, SWOT analysis, etc.

Innovation refers to whether the research results can provide novel and valuable insights and opinions, whether they can discover and solve the potential and unmet needs of consumers, and whether they can lead and create new trends and opportunities in the market. Innovative assessment methods include creative testing, needs analysis, and blue ocean strategies.

The Case of 5. Consumer Research

In order to illustrate how to use the above evaluation criteria to evaluate the quality and effectiveness of consumer research, this paper selects two specific cases of consumer research services provided by Shangpu Consulting to clients, namely:

Case 1: Shangpu Consulting provides consumer research services for an internationally renowned sneaker brand, aiming to understand the needs and preferences of consumers in the Chinese market for sneaker, as well as the brand's image and competitiveness, and to provide a basis for the brand's marketing strategy and product development. Shangpu Consulting Company adopted a combination of quantitative and qualitative methods. Through questionnaires, interviews and focus groups, it collected 1000 valid consumer data, analyzed consumer characteristics, needs, preferences, satisfaction and loyalty, wrote a detailed research report, and put forward targeted recommendations. The findings of the survey are as follows:

Effectiveness: The survey effectively answers the questions of the survey, achieves the purpose of the survey, and reflects the real situation of consumers. The survey found the main characteristics of consumers' needs and preferences for sneaker, such as paying attention to quality and function, preferring personalization and diversification, and pursuing fashion and comfort. The survey also found the main advantages and disadvantages of brand image and competitiveness, such as high popularity and loyalty, but lack of innovation and differentiation.

Reliability: The results of the survey have high reliability, can be repeated stably and consistently, eliminate random and systematic errors, and ensure the accuracy and integrity of the data. The survey uses scientific and standardized data collection and analysis methods, such as the use of standardized questionnaires and interview guides, reliability and validity tests, and the use of statistical software and professional tools for data processing and sorting.

Representative: The results of the survey are highly representative, representative of the entire target market or target group, taking into account different consumer types and characteristics, reflecting the diversity and variability of the market. The study used a reasonable and effective sampling design, such as the use of stratified random sampling to ensure the coverage and balance of the sample, carried out stratified analysis and cluster analysis, and identified different consumer segments and consumer groups.

Practicality: The results of this research are highly practical and can provide useful and feasible information and suggestions for the company's marketing decisions, matching the company's goals and resources, taking into account the competition and environment of the market. Based on the results and analysis of the survey, the survey puts forward targeted suggestions, such as strengthening product innovation and differentiation, enhancing brand image and value, and expanding brand channels and promotions.

Innovation: The results of the survey are innovative, providing new and valuable insights and perspectives, identifying and addressing potential and unmet needs of consumers, leading and creating new trends and opportunities in the market. The survey found consumers' new needs and preferences for sneaker, such as the focus on intelligence and environmental protection, the pursuit of personalization and customization, and the expectation of socialization and interaction.

Case 2: Shangpu Consulting Company provides consumer research services for a leading domestic e-commerce platform, aiming to understand consumers' behavior and satisfaction with the e-commerce platform, as well as the advantages and disadvantages of the platform, so as to provide a basis for the optimization and improvement of the platform. Shangpu Consulting Company adopted a combination of quantitative and qualitative methods. Through online questionnaires, experimental design and text analysis, it collected 5000 effective consumer data, analyzed consumers' use frequency, use duration, use function, use Experience and other aspects of information, wrote a concise research report, and put forward targeted suggestions. The findings of the survey are as follows:

Effectiveness: The survey effectively answered the survey questions, achieved the purpose of the survey, and reflected the real situation of consumers. The survey found the main characteristics of consumers' use behavior and satisfaction with e-commerce platforms, such as higher frequency of use, shorter use time, more use functions, better use experience, etc.; the survey also found the platform Advantages and disadvantages, such as having a wealth of goods and services, but lack of security, trust and credibility.

Reliability: The results of the survey have high reliability, can be repeated stably and consistently, eliminate random and systematic errors, and ensure the accuracy and integrity of the data. The research uses scientific and standardized data collection and analysis methods, such as the use of online platforms and software to conduct questionnaires, experimental design and control variables, the use of text mining and sentiment analysis.

Representative: The results of the survey are highly representative, representative of the entire target market or target group, taking into account different consumer types and characteristics, reflecting the diversity and variability of the market. The study used a reasonable and effective sampling design, such as the use of stratified random sampling to ensure the coverage and balance of the sample, carried out stratified analysis and cluster analysis, and identified different consumer segments and consumer groups.

Practicality: The results of this research are highly practical and can provide useful and feasible information and suggestions for the company's marketing decisions, matching the company's goals and resources, taking into account the competition and environment of the market. Based on the results and analysis of the survey, the survey puts forward targeted suggestions, such as optimizing the functions and interfaces of the platform, improving the security and reputation of the platform, and expanding the cooperation and social interaction of the platform.

Innovation: The results of the survey are innovative, providing new and valuable insights and perspectives, identifying and addressing potential and unmet needs of consumers, leading and creating new trends and opportunities in the market. The survey found consumers' new needs and preferences for e-commerce platforms, such as attention to intelligence and personalization, expectations for experience and interaction, and participation in sharing and socialization.

Conclusion

Consumer research is an important means of marketing, which can help companies understand consumer needs, preferences, satisfaction and loyalty, so as to develop effective marketing strategies. How to evaluate the quality and effect of consumer research? This paper puts forward a set of standards of consumer research, including validity, reliability, representativeness, practicability and innovation, from four aspects: the purpose, method, process and result of consumer research. This paper also explains how to use these standards to evaluate the quality and effectiveness of consumer research, and how to improve the design and implementation of consumer research based on the results of the evaluation. It is hoped that this paper can provide some reference and enlightenment for the practice and development of consumer research.