Definition and significance of 1. consumer research

Consumer research refers to the process of collecting, analyzing and interpreting consumer-related information to help companies understand consumer needs, preferences, motivations, behavior and satisfaction, and provide support for corporate market decisions. The purpose of consumer research is to provide valuable information to support the market decision-making of enterprises. The significance of consumer research is that it can help companies:

Understand consumer needs and expectations, design and develop products or services that meet consumer needs and expectations;

Understand consumer preferences and motivations to develop and implement effective marketing strategies and campaigns;

Understand consumer behavior and satisfaction, evaluate and improve the market performance and market share of products or services;

Understand the opinions and suggestions of consumers, collect and handle the feedback and complaints of consumers, improve the loyalty and satisfaction of consumers;

Understand the characteristics and distribution of consumers, market segments and target markets for dividing and positioning consumers.

The importance of consumer research is that it can help businesses:

Reduce market risk and improve market efficiency;

Enhance market competitiveness and increase market share;

Increase market innovation and expand market space;

Enhance market communication, improve market loyalty;

Enhance market adaptability and respond to market changes.

Methods and steps of 2. consumer research

The methods of consumer research can be divided into two categories: qualitative research and quantitative research. Qualitative research refers to the research method of exploring and understanding the deep meaning and inner connection of consumer phenomenon through unstructured means, such as interview, observation, focus group, etc. Quantitative research refers to research methods that measure and quantify the scale, extent and relationship of consumer phenomena through structured methods, such as questionnaires, experiments, statistics, etc. The steps of consumer research generally include the following five stages:

Clear research objectives and objectives: through communication with customers, understand the needs and expectations of customers, and formulate clear, clear and feasible research objectives and objectives;

Design research plan: according to the research purpose and objectives, select the appropriate research methods, design samples, questionnaires, interview guides and other research tools, determine the research budget and schedule;

Data collection and arrangement: according to the research plan, various data collection techniques, such as interviews, questionnaires, observation, etc., are used to collect relevant first-hand or second-hand data, and the data are cleaned, coded and entered;

Data analysis and interpretation: using various data analysis techniques, such as descriptive analysis, inferential analysis, causal analysis, etc., to analyze and interpret the data and discover the information and laws behind the data;

Provide reports and recommendations: Based on the results of data analysis and interpretation, write detailed, accurate and persuasive research reports, provide targeted market strategies and recommendations, and support customers' decisions.

Cases and Experience of 3. Consumer Research

The following are three consumer research cases of Shangpu consulting service clients, showing the importance and practical methods of consumer research, as well as the stories and experiences behind successful consumer research.

Case 1: User Satisfaction Survey of a Well-known E-commerce Platform (Continued)

New, like to try, etc.

Based on the aboveConclusion, Champ Consulting provides the following recommendations for the platform:

Improve the user experience of the platform, optimize the interface design, search function, recommend system, etc. of the platform, and improve the convenience and satisfaction of users;

Enhance the user loyalty of the platform, formulate and implement effective user retention and incentive mechanism, and improve the trust and loyalty of users;

Adapt to the user habits of the platform, develop and promote multiple access channels, such as mobile phones, computers, social media, short videos, live broadcasts, etc., to improve the user's use time and frequency;

Meet the consumption preferences of the platform's users, enrich and update the platform's product types, brands, prices, etc., and improve the user's willingness and consumption level.

This case demonstrates the professional ability and rich experience of Shangpu Consulting in consumer research, provides valuable information and suggestions for the platform, and helps the platform to improve its user satisfaction and market competitiveness.

Case 2: Consumer Insight Survey of an International Cosmetic Brand

The brand is a well-known cosmetics brand from France, with a number of sub-brands and product lines, covering skin care, makeup, perfume and other fields. The brand commissioned Shangpu Consulting to conduct a consumer insight survey on its Chinese market, aiming to understand Chinese consumers' consumption behavior, consumption motivation, and consumption psychology of cosmetics. Using a combination of qualitative and quantitative research methods, Champ Consulting designed two data collection tools, focus groups and online questionnaires, to conduct an in-depth survey of the brand's target consumers. Through the analysis and interpretation of the data, Champ Consulting has come up with the following mainConclusion：

The consumption behavior of Chinese consumers on cosmetics is characterized by diversification and individuation. The cosmetics consumption behavior of Chinese consumers is influenced by personal characteristics, life scenes, social influence and other factors, showing different consumption patterns and consumption styles. The cosmetics consumption behavior of Chinese consumers also changes with the changes of market environment and consumption trend, showing continuous innovation and attempt.

Chinese consumers' motivation for cosmetics is a combination of functional and emotional. The motivations of Chinese consumers for cosmetics consumption mainly include the following aspects: enhancing self-confidence, beautifying the image, improving skin quality, pursuing quality, enjoying life, and showing individuality. The motivation of Chinese consumers reflects not only the functional needs of cosmetics, but also the emotional needs of cosmetics.

Chinese consumers' consumption psychology of cosmetics presents a balance of rationalization and sensibility. The cosmetics consumption psychology of Chinese consumers mainly includes the following aspects: cognition, attitude, belief, value, emotion and so on. The cosmetics consumption psychology of Chinese consumers not only reflects the rational cognition and evaluation of cosmetics, but also reflects the emotional feelings and emotions of cosmetics.

Based on the aboveConclusion, Champ Consulting provides the following recommendations for the brand:

Adapt to the cosmetics consumption behavior of Chinese consumers, develop and promote diversified and personalized products and services to meet the different consumption needs and consumption styles of Chinese consumers;

Satisfy the consumption motivation of Chinese consumers, strengthen and convey the functional and emotional value of products and brands, and improve the consumption intention and consumption level of Chinese consumers;

Affect Chinese consumers' cosmetics consumption psychology, establish and maintain a good image and reputation of products and brands, and improve Chinese consumers' awareness and loyalty.

This case demonstrates the professional ability and rich experience of Shangpu consulting in consumer insight, provides valuable information and suggestions for the brand, and helps the brand enhance its competitiveness and influence in the Chinese market.

Case 3: Consumer analysis of a new car brand

Personalized characteristics. The brand's potential consumers' preferences for cars mainly include the following aspects: brand, quality, price, design, technology, service, etc. The brand's potential consumers' preference for cars not only reflects the brand and quality cognition and evaluation of cars, but also reflects the personalized and fashionable feelings and emotions of cars.

Based on the aboveConclusion, Champ Consulting provides the following recommendations for the brand:

Understand the characteristics of the potential consumers of the brand, position and divide the target market, formulate and implement marketing strategies and activities for different consumer groups;

Adapt to the distribution of potential consumers of the brand, select and develop suitable sales channels, establish and expand market coverage and market influence;

Meet the needs of potential consumers of the brand, develop and promote products and services that meet consumer needs and expectations, and improve consumer purchase intentions and purchase levels;

Influence the preferences of potential consumers of the brand, establish and disseminate the unique value and image of the product and brand, and increase consumer awareness and loyalty.

This case demonstrates the professional capabilities and rich experience of Champ Consulting in consumer analysis, providing the brand with valuable information and suggestions, and helping the brand to enhance its competitiveness and influence in the Chinese market.