The Importance and Challenges of 1. Consumer Research

Consumers are the lifeline of an enterprise. Understanding consumers' needs, preferences, behavior, psychology, and satisfaction is the basis for enterprises to formulate strategies such as product development, marketing, and brand building. Consumer research is the main way for enterprises to obtain this information. Through the collection, analysis, interpretation and application of questionnaires, interviews, observations and experiments, enterprises can obtain valuable consumer insights, so as to optimize decision-making and improve competitiveness.

However, with the diversification and change of consumers, consumer research is also facing more and more challenges. On the one hand, consumer behavior and preferences are influenced by a variety of factors, such as social, cultural, economic, technological, environmental, etc., and changes in these factors lead to changing consumer needs and expectations, making consumer behavior and preferences more complex, diverse, personalized and dynamic. On the other hand, the psychology and emotion of consumers are more and more difficult to capture and understand. Consumers not only pay attention to the function and quality of products, but also pay attention to the value and significance of products. Consumers are not only rational decision makers, but also emotional experiencers. Consumers are not only passive recipients, but also active participants. These psychological and emotional factors are often difficult to measure and analyze with traditional quantitative and qualitative methods, and need more in-depth and detailed exploration and disclosure.

Therefore, companies need to innovate and improve consumer research, introduce new technologies and concepts, and create a more efficient, accurate, and in-depth consumer research model to adapt to the diversification and changes of consumers and improve consumer research. Quality and effectiveness.

Consumer Research Innovation Practice of 2. Shangpu Consulting

Shangpu Consulting is a world-leading management consulting company with rich consumer research experience and professional consumer research team. It provides customized consumer research solutions for customers from all walks of life to help them achieve business growth and brand improvement. Shangpu Consulting continues to innovate and practice in consumer research, introducing the following four new trends and models:

1. Use big data and artificial intelligence to analyze consumer behavior and psychology

Big data and artificial intelligence are among the most impactful technologies today, and they present new opportunities and challenges for consumer research. On the one hand, big data and artificial intelligence can help companies collect and analyze massive consumer data, such as consumer purchase records, browsing history, social networks, location information, biometrics, etc., which can reflect consumer behavior and psychology, Provide more comprehensive and accurate consumer insights for enterprises. On the other hand, big data and artificial intelligence can also help companies predict and recommend consumer needs and preferences, such as consumers' purchase intention, purchase frequency, purchase amount, purchase time, purchase channels, etc. This information can help companies optimize product design and marketing strategies to improve consumer satisfaction and loyalty.

Champu Consulting uses big data and artificial intelligence technology to provide customers with the following consumer research services:

Consumer portrait: through the analysis of consumers' basic information, behavioral data and psychological data, Shangpu consulting has constructed a multi-dimensional portrait of consumers, including consumers' demographic characteristics, consumption habits, consumption motivation, consumption preference, consumption value, consumption emotion, etc., providing customers with more in-depth and detailed consumer cognition, helping customers to locate target consumers, Formulate differentiated products and marketing strategies.

Consumer grouping: Through cluster analysis of consumer behavior data and psychological data, Shangpu Consulting divides consumers into different groups, such as high-value consumers, loyal consumers, potential consumers, lost consumers, etc. Provide customers with a clearer and targeted consumer perspective, and help customers formulate products and marketing strategies for different consumer groups.

Consumer prediction: Shangpu Consulting predicts consumers' future behaviors and preferences through machine learning and deep learning on consumers' historical data and real-time data, such as consumers' purchase intention, purchase frequency, purchase amount, purchase time, purchase channels, etc., to provide customers with more timely and effective consumer guidance, help customers grasp consumers' needs and expectations in advance, and improve consumers' experience and satisfaction.

2. Use online communities and social media to collect consumer feedback

Online community: By establishing and managing a dedicated online community, Shangpu Consulting invites consumers to participate in discussion, sharing, evaluation, creativity and other activities, collects consumer feedback and suggestions, and provides customers with a more authentic and rich consumer voice. Help customers understand consumers' needs and expectations, and enhance consumers' sense of participation and belonging.

Social media: Shangpu Consulting obtains consumers' opinions and emotions by monitoring and analyzing consumers' content and behaviors on social media such as Weibo, WeChat, Douyin, Little Red Riding Book, etc., and provides customers with more timely and effective Consumer public opinion helps customers evaluate and improve consumer satisfaction and loyalty, and increase consumer reputation and influence.

3. Use storytelling and emotional ways to present consumer insights

Storytelling and emotion are among the most popular forms of communication and expression today, and they bring new perspectives and approaches to consumer research. On the one hand, storytelling and emotion can help companies transform consumer data and information into meaningful and attractive stories and emotions, and show consumer needs and expectations through elements such as plot, characters, conflicts, and resolution of the story., Through emotional color, music, language, images and other elements, convey consumers' views and emotions. On the other hand, storytelling and emotion can also help companies establish a deeper and lasting connection with consumers, stimulate consumers' interest and curiosity through the resonance of stories and emotional infection, and influence consumers' attitudes and behaviors through the inspiration of stories and emotional guidance.

Champ Consulting uses storytelling and emotional methods to provide customers with the following consumer insight presentation services:

Storytelling report: Champ Consulting provides customers with more vivid and convincing consumer insight reports by writing the results and suggestions of consumer research into the form of stories, such as case analysis, user journey, scene simulation, etc., to help customers understand and remember the needs and expectations of consumers, and improve the application and implementation effect of consumer insight.

Emotional display: By presenting the process and content of consumer research into emotional forms, such as video editing, music soundtrack, voice reading, graphic drawing, etc., Shangpu Consulting provides customers with more touching and influential consumer insight display, helps customers feel and experience consumers' views and emotions, and improves the dissemination and sharing effect of consumer insight.

4. Combining virtual reality and augmented reality to enhance the consumer experience

Virtual reality and augmented reality are among the most promising technologies today, opening up new possibilities and opportunities for consumer research. On the one hand, virtual reality and augmented reality can help companies create and simulate consumer scenes and environments, such as product use, service enjoyment, shopping experience, etc., so that consumers can interact and feedback in virtual or augmented reality. Enterprises provide a more real and intuitive consumer experience, and help enterprises test and optimize the design and function of products and services. On the other hand, virtual reality and augmented reality can also help enterprises to enhance and enrich the scene and environment of consumers, such as product display, service demonstration, shopping guidance, etc., so that consumers can explore and experience in virtual or augmented reality, provide enterprises with more innovative and interesting consumer experience, and help enterprises attract and retain consumers' attention and interest.

Champu Consulting combines virtual reality and augmented reality technology to provide customers with the following consumer experience enhancement services:

Virtual reality: Through the use of virtual reality devices, such as head-mounted displays, handles, gloves, etc., Champ Consulting provides consumers with a full range of immersive experience, allowing consumers to freely observe and operate in a virtual three-dimensional space, Feedback provides customers with more real and intuitive consumer experience data, and helps customers test and optimize the design and function of products and services.

Augmented reality: Through the use of augmented reality devices, such as smart phones, tablets, glasses, etc., Champ Consulting provides consumers with a variety of enhanced experiences, allowing consumers to add or modify virtual elements in real two-dimensional or three-dimensional space, providing customers with more innovative and interesting consumer experience data, and helping customers improve and enrich the display and demonstration of products and services.

3. Shangpu Consulting's Consumer Research Customer Case

Shangpu Consulting has a wide range of customer groups in the field of consumer research, covering different industries and fields, such as fast consumer goods, automobiles, electronics, finance, medical care, education, tourism, etc. The following is a brief introduction to the consumer research program provided by Champ Consulting for some customers:

Fast Consumer Products: Shangpu Consulting provides a consumer research program for an internationally renowned cosmetics brand. The purpose is to understand the needs and preferences of consumers in the Chinese market for cosmetics, as well as their cognition and attitude towards the brand. Champ Consulting uses the following methods:

Using big data and artificial intelligence to analyze the purchasing behavior and psychology of consumers, it constructs the portraits and groups of consumers, provides customers with more in-depth and detailed consumer cognition, and helps customers locate target consumers and formulate differentiated products and marketing strategies.

The use of online communities and social media to collect consumer feedback and suggestions, monitor and analyze consumer opinions and emotions, provide customers with more timely and effective consumer public opinion, help customers evaluate and improve consumer satisfaction and loyalty, and increase consumer reputation and influence.

Champ Consulting uses storytelling and emotional methods to provide customers with the following consumer insight presentation services:

Storytelling report: Champ Consulting provides customers with more vivid and convincing consumer insight reports by writing the results and suggestions of consumer research into the form of stories, such as case analysis, user journey, scene simulation, etc., to help customers understand and remember the needs and expectations of consumers, and improve the application and implementation effect of consumer insight.

Emotional display: By presenting the process and content of consumer research into emotional forms, such as video editing, music soundtrack, voice reading, graphic drawing, etc., Shangpu Consulting provides customers with more touching and influential consumer insight display, helps customers feel and experience consumers' views and emotions, and improves the dissemination and sharing effect of consumer insight.

4. Combining virtual reality and augmented reality to enhance the consumer experience

Virtual reality and augmented reality are among the most promising technologies today, opening up new possibilities and opportunities for consumer research. On the one hand, virtual reality and augmented reality can help companies create and simulate consumer scenes and environments, such as product use, service enjoyment, shopping experience, etc., so that consumers can interact and feedback in virtual or augmented reality. Enterprises provide a more real and intuitive consumer experience, and help enterprises test and optimize the design and function of products and services. On the other hand, virtual reality and augmented reality can also help enterprises to enhance and enrich the scene and environment of consumers, such as product display, service demonstration, shopping guidance, etc., so that consumers can explore and experience in virtual or augmented reality, provide enterprises with more innovative and interesting consumer experience, and help enterprises attract and retain consumers' attention and interest.

Champu Consulting combines virtual reality and augmented reality technology to provide customers with the following consumer experience enhancement services:

Virtual reality: Through the use of virtual reality devices, such as head-mounted displays, handles, gloves, etc., Champ Consulting provides consumers with a full range of immersive experience, allowing consumers to freely observe and operate in a virtual three-dimensional space, Feedback provides customers with more real and intuitive consumer experience data, and helps customers test and optimize the design and function of products and services.

Augmented reality: Through the use of augmented reality devices, such as smart phones, tablets, glasses, etc., Champ Consulting provides consumers with a variety of enhanced experiences, allowing consumers to add or modify virtual elements in real two-dimensional or three-dimensional space, providing customers with more innovative and interesting consumer experience data, and helping customers improve and enrich the display and demonstration of products and services.

3. Shangpu Consulting's Consumer Research Customer Case

Shangpu Consulting has a wide range of customer groups in the field of consumer research, covering different industries and fields, such as fast consumer goods, automobiles, electronics, finance, medical care, education, tourism, etc. The following is a brief introduction to the consumer research program provided by Champ Consulting for some customers:

Fast Consumer Products: Shangpu Consulting provides a consumer research program for an internationally renowned cosmetics brand. The purpose is to understand the needs and preferences of consumers in the Chinese market for cosmetics, as well as their cognition and attitude towards the brand. Champ Consulting uses the following methods:

Using big data and artificial intelligence to analyze the purchasing behavior and psychology of consumers, it constructs the portraits and groups of consumers, provides customers with more in-depth and detailed consumer cognition, and helps customers locate target consumers and formulate differentiated products and marketing strategies.

The use of online communities and social media to collect consumer feedback and suggestions, monitor and analyze consumer opinions and emotions, provide customers with more timely and effective consumer public opinion, help customers evaluate and improve consumer satisfaction and loyalty, and increase consumer reputation and influence.

Using storytelling and emotional methods to present consumer insights, the results and suggestions of consumer research are written into the form of stories, such as case analysis, user journey, scene simulation, etc., to provide customers with more vivid and convincing consumer insights The report helps customers understand and remember the needs and expectations of consumers, and improves the application and implementation of consumer insights.

Combining virtual reality and augmented reality to enhance consumer experience, through the use of virtual reality and augmented reality devices, it provides consumers with a full range of immersive and augmented experiences, allowing consumers to interact and interact in virtual or augmented reality. Feedback provides customers with more real and intuitive consumer experience data, and helps customers test and optimize the design and function of products and services.

Through the consumer research program of Shangpu consulting, the cosmetics brand has successfully understood the needs and preferences of consumers in the Chinese market, as well as the cognition and attitude towards the brand, formulated products and marketing strategies for different consumer groups, improved the satisfaction and loyalty of consumers, increased the reputation and influence of consumers, and realized the business growth and brand promotion in the Chinese market.

Automotive: Shangpu Consulting provides a consumer research program for a well-known domestic automobile brand. The purpose is to understand the market potential of new energy vehicles and consumer needs and preferences, as well as brand awareness and attitudes. Champ Consulting uses the following methods:

Using big data and artificial intelligence to analyze consumers' purchasing behavior and psychology, predict consumers' future behavior and preferences, provide customers with more timely and effective consumer guidance, and help customers grasp consumers' needs and expectations in advance

Shangpu Consulting uses big data and artificial intelligence to analyze consumers' purchasing behavior and psychology, predict consumers' future behavior and preferences, provide customers with more timely and effective consumer guidance, and help customers grasp consumers' needs and expectations in advance. Improve consumer experience and satisfaction.

Use online communities and social media to collect consumer feedback and suggestions, create and manage a dedicated new energy vehicle online community, invite consumers to participate in discussions, sharing, evaluation, creativity and other activities, and provide customers with more real and rich consumers Voice, help customers understand consumers' needs and expectations, and enhance consumers' sense of participation and belonging.

Using storytelling and emotional methods to present consumer insights, the results and suggestions of consumer research are written into the form of stories, such as case analysis, user journey, scene simulation, etc., to provide customers with more vivid and convincing consumer insights The report helps customers understand and remember the needs and expectations of consumers, and improves the application and implementation of consumer insights.

Combining virtual reality and augmented reality to enhance consumer experience, through the use of virtual reality and augmented reality devices, it provides consumers with a full range of immersive and augmented experiences, allowing consumers to interact and interact in virtual or augmented reality. Feedback provides customers with more real and intuitive consumer experience data, and helps customers test and optimize the design and function of products and services.

Through the consumer research program of Shangpu consulting, the automobile brand has successfully understood the market potential of new energy vehicles and the needs and preferences of consumers, as well as the cognition and attitude towards the brand, formulated products and marketing strategies for different consumer groups, improved the satisfaction and loyalty of consumers, and increased the reputation and influence of consumers, It has realized the business growth and brand promotion in the new energy vehicle market.

Electronics: Shangpu Consulting provides a consumer research program for a well-known domestic smartphone brand, with the purpose of understanding consumers' needs and preferences for smartphones, as well as their brand awareness and attitude. Champ Consulting uses the following methods:

Using big data and artificial intelligence to analyze consumers' purchasing behavior and psychology, predict consumers' future behavior and preferences, provide customers with more timely and effective consumer guidance, help customers grasp consumers' needs and expectations in advance, and improve consumers' experience and satisfaction.

Use online communities and social media to collect consumer feedback and suggestions, monitor and analyze consumer content and behavior on social media such as Weibo, WeChat, Douyin, Little Red Riding Book, etc., obtain consumer opinions and emotions, and provide customers With more timely and effective consumer public opinion, help customers evaluate and improve consumer satisfaction and loyalty, and increase consumer reputation and influence.

Using storytelling and emotional methods to present consumer insights, the results and suggestions of consumer research are written into the form of stories, such as case analysis, user journey, scene simulation, etc., to provide customers with more vivid and convincing consumer insights The report helps customers understand and remember the needs and expectations of consumers, and improves the application and implementation of consumer insights.

Combining virtual reality and augmented reality to enhance consumer experience, through the use of virtual reality and augmented reality devices, it provides consumers with a full range of immersive and augmented experiences, allowing consumers to interact and interact in virtual or augmented reality. Feedback provides customers with more real and intuitive consumer experience data, and helps customers test and optimize the design and function of products and services.

Through the consumer research program of Shangpu Consulting, the smartphone brand successfully understood consumers' needs and preferences for smartphones, as well as their perceptions and attitudes towards the brand, and formulated products and marketing strategies for different consumer groups. It has improved consumer satisfaction and loyalty, increased consumer reputation and influence, and achieved business growth and brand enhancement in the smartphone market.