Introduction to 1. Champ Consulting

Shangpu Consulting Group Co., Ltd. (referred to as "Shangpu Consulting"), with a registered capital of 50 million, was founded in early 2008, formerly known as "Beijing Shangpu Information Consulting Co., Ltd". After more than ten years of hard work, Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and Strong market competitiveness is highly recognized by all sectors of society, and has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.

Shangpu Consulting provides industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, ipo segmentation market research, fund-raising project feasibility study, business financing plan and other segmentation consulting services. Shangpu Consulting has a professional team composed of senior industry experts, market research experts, data analysis experts, investment consulting experts, IPO consulting experts, etc., as well as a research network covering all parts of the country, which can provide customers with comprehensive, accurate, timely, Continuous industry in-depth reports and professional consulting services.

The Importance of 2. Consumer Research

Consumers are the food and clothing parents of enterprises. Understanding consumers' needs, preferences, behaviors and psychology is the basis for enterprises to formulate effective market strategies, product strategies, marketing strategies and brand strategies. The purpose of consumer research is to provide valuable insights and suggestions for enterprises by collecting, analyzing and interpreting consumer-related information, helping enterprises to enhance product competitiveness, enhance brand influence, optimize marketing effects, and improve customer satisfaction and loyalty, so as to achieve sustainable development of enterprises.

The importance of consumer research is:

Consumer research can help companies find market opportunities, identify potential consumer groups, locate target markets, and formulate reasonable market entry strategies and market expansion strategies.

Consumer research can help companies understand consumer needs and pain points, design products and services that meet consumer expectations, and enhance the added value and differentiation of products.

Consumer research can help enterprises to grasp the purchasing behavior and motivation of consumers, formulate effective price strategy, promotion strategy, channel strategy, distribution strategy, etc., and increase sales and market share.

Consumer research can help companies understand consumers' psychology and emotions, establish communication and interaction with consumers, create a good brand image and reputation, and enhance brand awareness and loyalty.

Consumer research can help companies monitor and evaluate market changes and competitive trends, adjust and optimize market strategies and product strategies in a timely manner, respond to market risks and challenges, and maintain their competitive advantages and innovation capabilities.

Consumer Research Methods of 3. Champ Consulting

According to different customer needs and project goals, Shangpu Consulting uses a variety of consumer research methods, including on-site research, questionnaire research, interview research and data analysis, to obtain comprehensive, in-depth and true consumer information, and provide customers with professional, Objective and rigorous consumer insights and consulting suggestions.

3.1 Field Investigation

On-site research refers to the direct acquisition of consumer behavior data and scene data through observation, recording, photographing, and video recording in the consumer's purchase or use scene, so as to understand the consumer's purchase process, use habits, experience, etc. The advantage of on-site investigation is that it can reflect the real behavior of consumers, avoid the subjective deviation and memory error of consumers, and at the same time, it can find the potential needs and problems of consumers, and provide a strong basis for product design and marketing strategy.

Champ Consulting used a variety of technical methods in the field investigation, such:

Focus Symposium: Invite 6-12 representative consumers to discuss a certain topic freely under the guidance of a professional host to collect consumers' opinions, attitudes, feelings, motives, etc.

Group discussion: 4-6 representative consumers are invited to conduct in-depth discussions on a certain topic under the guidance of a professional moderator to collect consumers' views, ideas, suggestions, etc.

Projection method: use some vague, incomplete and polysemous stimulation materials, such as pictures, words, stories, etc., to let consumers explain, supplement and perfect them according to their own associations and imaginations, so as to reveal consumers' psychology and emotions.

Observation method: through direct or indirect means, the consumer's behavior, expression, action, language, etc. are observed and recorded to understand the consumer's behavior characteristics, psychological state, emotional reaction, etc.

Experience method: by allowing consumers to personally experience a certain product or service, or simulate a certain scene or situation, to understand the consumer's use experience, satisfaction, loyalty, etc.

Champ Consulting also used some innovative methods in the field research, such:

Eye tracker: by tracking and recording the eye movements of consumers to understand the attention, interests, preferences, etc.

EEG: By measuring and analyzing the brain waves of consumers, to understand the consumer's cognition, emotion, will, etc.

Biofeedback: by measuring and analyzing the consumer's physiological indicators, such as heart rate, blood pressure, skin resistance, muscle tension, etc., to understand the consumer's excitation, tension, relaxation, etc.

On-site investigation of the case:

Champ Consulting provided a consumer research service for an automobile manufacturer to understand consumers' evaluation and feedback on its new cars. Shangpu Consulting adopted the method of on-site investigation and invited some consumers who met the characteristics of the target market to have a test drive experience in a professional driving place. At the same time, it used eye tracker, EEG, biofeedback and other technologies to monitor and record consumers' visual, cognitive, emotional, physiological and other reactions in real time, as well as consumers' oral and written evaluation. Through the analysis and interpretation of the data, Shangpu Consulting provides automobile manufacturers with consumer insights and suggestions on the appearance, performance, function, safety, comfort, price and other aspects of automobiles, helping automobile manufacturers to optimize product design and marketing strategies, and enhance product competitiveness and market share.

Shangpu Consulting provided consumer research services for a fast-consumer product company to understand consumers' needs and preferences for its new shampoo. Shangpu Consulting adopted the method of on-site investigation and invited some consumers who met the characteristics of the target market to have a trial experience of shampoo in a professional hair salon. At the same time, it used focus seminars, group discussions, projection methods and other technologies to collect consumers' opinions, attitudes, feelings, motives, etc., as well as consumers' oral and written evaluations. Through the analysis and interpretation of the data, Shangpu Consulting provides consumer insights and suggestions on the quality, effect, aroma, packaging, price and other aspects of shampoo for FMC companies, and helps FMC companies optimize product design and marketing Strategies to enhance product competitiveness and market share.

3.2 questionnaire survey

Questionnaire survey refers to the design and distribution of a series of questions, so that consumers can answer in accordance with a certain format and rules, in order to obtain consumer information and data. The advantage of questionnaire survey is that it can collect a large amount of consumer data, facilitate statistics and analysis, ensure the anonymity and privacy of consumers, and reduce the resistance and rejection of consumers.

Champ Consulting used a variety of technical methods in the questionnaire survey, such:

Scale method: Using some standardized scales, such as Likert scale, semantic difference scale, multidimensional scale, etc., let consumers score or rank an object or attribute to understand consumers' attitudes, preferences, satisfaction, etc.

Multiple choice questions: Give some questions and options, and let consumers choose one or more answers that meet their own, so as to understand consumers' knowledge, opinions, behaviors, etc.

Open-ended questions: Give some questions and let consumers answer them in their own language to understand their thoughts, suggestions, feelings, etc.

In the questionnaire survey, Champu Consulting also used some innovative methods, such:

Network questionnaire: use Internet platforms, such as websites, WeChat, mail, etc., to design, distribute, collect and analyze questionnaires to improve the coverage, efficiency and cost-effectiveness of questionnaires.

Scenario simulation: Use some virtual or real scenarios, such as pictures, videos, stories, etc., to allow consumers to answer the questionnaire according to the scenario to improve the authenticity, effectiveness, and interest of the questionnaire.

Adaptive questionnaire: according to the answers of consumers, dynamically adjust the content, order and difficulty of the questionnaire, so as to improve the pertinence, flexibility and intelligence of the questionnaire.

questionnaire survey of cases:

Questionnaire survey method, design a questionnaire including scale method, multiple choice questions, open questions, etc., using the way of network questionnaire, to the restaurant consumers to distribute and collect, at the same time, using the way of adaptive questionnaire, according to the consumer's answer, dynamically adjust the content and difficulty of the questionnaire, in order to improve the pertinence and intelligence of the questionnaire. Through the analysis and interpretation of the data, Shangpu Consulting provides catering chain companies with consumer insights and suggestions on restaurant dishes, services, environment, prices, etc., to help catering chain companies optimize restaurant design and operation strategies, and enhance restaurant competitiveness And market share.

3.3 Interview Research

Interview research refers to obtaining consumer information and data through one-to-one or many-to-one conversations with consumers. The advantage of interview research is that it can deeply understand the needs, motivation, psychology and emotion of consumers, and at the same time, it can flexibly adjust and control the content, process and atmosphere of the interview, so as to improve the cooperation and trust of consumers.

Champ Consulting used a variety of technical methods in its interview research, such:

Structured interview: according to the interview outline and questions designed in advance, systematically ask and answer consumers to understand the basic information and data of consumers.

Semi-structured interview: according to the pre-designed interview topics and questions, flexible questions and answers are given to consumers to understand the detailed information and data of consumers.

Unstructured interviews: There are no pre-designed interview topics and questions, but free questions and answers based on consumers' answers to understand consumers' in-depth information and data.

In the interview research, Champ Consulting also used some innovative methods, such:

Telephone interviews: Use telephone or Internet phones to conduct remote interviews to save time and cost, while increasing consumer convenience and privacy.

Video interview: Use video or network video to conduct remote interviews to increase the authenticity and interactivity of the interview, and at the same time observe the consumer's expression and body language.

In-depth interviews: conduct long-term interviews to deeply explore consumer needs, motivations, psychology, emotions, etc., while building trust and intimacy with consumers.

The case of interview research:

Shangpu Consulting provided a consumer research service for a mobile phone manufacturer to understand consumers' evaluation and feedback on its new mobile phones. Shangpu Consulting adopted the method of interview and research, invited some consumers who met the characteristics of the target market to conduct interviews in professional interview rooms, and at the same time used video interviews to increase the authenticity and interactivity of the interviews, as well as observe consumers' expressions and body language. Shangpu Consulting adopts a semi-structured interview method to flexibly ask and answer consumers according to the pre-designed interview topics and questions. At the same time, according to the consumer's answers, it conducts free questions and answers to understand consumers. Detailed information and data. Through the analysis and interpretation of the data, Shangpu Consulting provides mobile phone manufacturers with consumer insights and suggestions on the appearance, performance, function, safety, comfort, price and other aspects of mobile phones, helping mobile phone manufacturers to optimize product design and marketing strategies, and enhance product competitiveness and market share.

Shangpu Consulting provided consumer research services for a clothing brand to understand consumers' awareness and loyalty to its brand. Shangpu Consulting adopts the method of interview and research, inviting some consumers who meet the characteristics of the target market to conduct interviews in professional interview rooms, while using telephone interviews to save time and cost, while increasing the convenience and privacy of consumers. Champ Consulting uses an unstructured interview method. There are no pre-designed interview topics and questions. Instead, it conducts free questions and answers based on consumers' answers to understand consumers' in-depth information and data. Through the analysis and interpretation of the data, Shangpu Consulting provides consumer insights and suggestions on brand image, value, reputation, loyalty, etc., to help clothing brands optimize brand design and operation strategies, and enhance brand competitiveness And market share.

3.4 data analysis

Data analysis refers to the collation, processing, analysis and interpretation of collected consumer data through the use of statistics, mathematics, computer and other knowledge and skills to obtain consumer information and knowledge. The advantage of data analysis is that it can use big data technology and platform to quickly mine and analyze massive consumer data, and at the same time, it can use artificial intelligence technology and methods to intelligently identify and predict complex consumer data.

Champ Consulting uses a variety of technical methods in data analysis, such:

Descriptive analysis: Describe and summarize consumer data by using some basic statistics, such as mean, variance, frequency, percentage, etc., to understand the basic characteristics and distribution of consumer data.

Inferential analysis: by using some advanced statistics, such as correlation coefficients, regression coefficients, significance levels, etc., to infer and test consumer data to understand the intrinsic relationship and influence factors of consumer data.

Predictive analytics: By using advanced models, such as linear models, nonlinear models, machine learning models, etc., to predict and model consumer data to understand future trends and patterns of change in consumer data.

Champ Consulting also uses some innovative methods in data analysis, such:

Visual analysis: through the use of some graphics, charts, images, etc., the visual display and interpretation of consumer data, in order to increase the intuitive and understandable consumer data.

Text analysis: By using some natural language processing techniques and methods, the text content in consumer data is analyzed and processed to extract the content of consumer data.Keywordsthemes, emotions, etc.

Network analysis: By using some social network analysis techniques and methods, the network structure and network relationships in consumer data are analyzed and processed to understand the social impact, social communication, and social groups in consumer data.

case of data analysis:

Shangpu Consulting provides consumer research services for a travel platform to understand consumers' usage and satisfaction with its platform. Shangpu Consulting uses the method of data analysis to extract consumer registration information, browsing information, reservation information, evaluation information, etc. from the platform's database for sorting, processing, analysis and interpretation. At the same time, it uses visual analysis to visually display and explain consumer data to increase the intuitiveness and understandability of consumer data. Through the analysis and interpretation of the data, Shangpu Consulting provides the tourism platform with consumer insights and suggestions on the platform's user portrait, user behavior, user satisfaction, user loyalty, etc., to help the tourism platform optimize the platform design and operation strategy, and enhance the platform's competitiveness and market share.

Champ Consulting provided a consumer research service for a movie theater to understand the dining experience and loyalty of consumers to its movie theater. Shangpu Consulting uses the method of data analysis to extract consumers' ticket purchase information, movie viewing information, consumption information, evaluation information, etc. from the cinema database for sorting, processing, analysis and interpretation. At the same time, it uses text analysis and network analysis. In the way, the text content and network structure of consumer data are analyzed and processed to extract the content of consumer data.Keywordsthemes, emotions, social influences, etc. Through the analysis and interpretation of the data, Champ Consulting provides cinemas with consumer insights and suggestions on cinema dishes, services, environment, prices, etc., to help cinemas optimize restaurant design and operation strategies, and enhance restaurant competitiveness and market share.

4. the Consumer Research Advantages of Shangpu Consulting

Champ Consulting has the following advantages in consumer research:

Shangpu Consulting has a professional team composed of senior industry experts, market research experts, data analysis experts, investment consulting experts, IPO consulting experts, etc., which can provide customers with comprehensive, accurate, timely and continuous industry in-depth reports and professional consulting services.

Shangpu Consulting has a research network covering all parts of the country, which can provide customers with extensive, in-depth and real consumer data and information. At the same time, it can flexibly select and organize research resources and personnel according to customer needs and project characteristics.

Shangpu Consulting uses a variety of consumer research methods, including on-site research, questionnaire research, interview research and data analysis. It can provide customers with multi-dimensional, multi-angle and multi-layer consumer insights and consulting suggestions. At the same time, it can flexibly select and combine research methods and technologies according to customer needs and project characteristics.

Shangpu Consulting uses big data technology and platform to quickly mine and analyze massive consumer data. At the same time, it uses artificial intelligence technology and methods to intelligently identify and predict complex consumer data, which can provide customers with Efficient, high-quality, high-value consumer insights and consulting suggestions.

Conclusion

Consumer research is an important means for enterprises to understand market demand, optimize product design, formulate marketing strategies and enhance brand image. Shangpu Consulting has the advantages of professional team, extensive network, various methods and advanced technology in consumer research. It can provide customers with comprehensive, in-depth, real and effective consumer insight and consultation suggestions, help customers improve product competitiveness, enhance brand influence, optimize marketing effect, improve customer satisfaction and loyalty, so as to realize the sustainable development of enterprises.