1. clarity of research objectives

Research objectives are the starting point and destination of consumer research, which determines the direction and scope of research. A clear research goal should have the following characteristics:

Consistent with the strategic objectives and marketing objectives of the enterprise, able to reflect the core issues and concerns of the enterprise;

Has a clear time, space, object and content of the definition, to guide the specific design and implementation of the survey;

There are measurable standards and indicators that can evaluate the results and effects of research.

For example, a clear research goal can be: in the first quarter of 2024, for female consumers aged 18-35 in Hubei Province, to understand their cognition, attitude and behavior towards the beauty services provided by Shangpu Consulting Company, as well as the factors that affect their choice of beauty services, so as to provide a basis for Shangpu Consulting Company to formulate more targeted marketing strategies.

Rationality of 2. research methods

Research method is the tool and means of consumer research, which affects the quality and efficiency of research. A reasonable research method should have the following characteristics:

Matching with research objectives and research content, can effectively collect and analyze the required information;

Adapt to the research resources and conditions, and be able to make full use of and save the manpower, material and financial resources of the research;

Coordinate with the research object and the environment, respect and protect the rights and privacy of the research object.

For example, a reasonable survey method can be: in the form of online questionnaire, through WeChat, Weibo and other social media platforms, to send survey invitations to female consumers aged 18-35 in Hubei Province, to collect their knowledge, attitude and behavior of beauty services provided by Shangpu Consulting Company, as well as the data of factors affecting their choice of beauty services, then use SPSS and other statistical software for data cleaning, descriptive analysis and correlation analysis, to obtain the results and recommendations.

3. representativeness of the survey sample

The research sample is the foundation and basis of consumer research, which determines the credibility and universality of the research. A representative survey sample should have the following characteristics:

It can reflect the characteristics and distribution of the overall survey, and can reduce and control sampling errors and deviations;

Able to meet the requirements of research objectives and methods and provide sufficient valid data and information;

It can follow the principles of randomness and fairness, and can avoid and eliminate subjective and objective interference factors.

For example, a representative survey sample can be: according to the demographic data of female consumers aged 18-35 in Hubei Province, according to the stratified variables such as age, income, education, occupation, etc., using the method of stratified random sampling, determine the sample size and proportion of each layer, and then randomly select samples from each layer, and finally get 1000 valid survey objects as survey samples.

4. the accuracy of survey data

Research data is the core and soul of consumer research, which determines the authenticity and reliability of research. An accurate survey data should have the following characteristics:

It can truly reflect the opinions and behaviors of the research objects, and can eliminate and correct the distortion and tampering of data;

It can completely cover all aspects of the research content, and can supplement and delete the missing and redundant data;

Be able to standardize the format and standards of the data, and ensure the quality and consistency of the data.

For example, an accurate survey data can be: in the process of collecting and analyzing data, using a variety of methods and technologies, such as data verification, data audit, data encryption, data backup, etc., to ensure the safety and integrity of the data, at the same time, using data cleaning, data conversion, data calibration, etc., to ensure the validity and standardization of the data, and finally, using data visualization, data reporting, data interpretation, etc, ensure the presentation and communication of data.

5. the operability of research results

Research results are the purpose and value of consumer research, which determines the significance and impact of research. An actionable research result should have the following characteristics:

Able to answer and solve the questions and needs raised by the research objectives, and to provide useful and powerful information and evidence;

Be able to point out and suggest the advantages and disadvantages of the research object and content, and be able to provide useful and effective opinions and suggestions;

The ability to predict and warn of trends and risks in research objects and content can provide helpful and beneficial strategies and measures.

For example, an operational research result can be: through the analysis of the data, it is found that the cognition, attitude and behavior of female consumers aged 18-35 in Hubei Province to the beauty services provided by Shangpu Consulting Company have the following characteristics:

In terms of cognition, they have a high reputation and reputation for Shangpu Consulting Company, but they don't know enough about the types and characteristics of the beauty services it provides, so they need to strengthen publicity and promotion;

In terms of attitude, they have positive comments and expectations on the beauty service of Shangpu Consulting Company, but they have certain doubts and behaviors on the price and quality provided by Shangpu Consulting Company. They have certain consumption intention and frequency on the beauty service of Shangpu Consulting Company, but they need to provide more preferential treatment and convenience due to the limitation of price, place, time and other factors;

In terms of influencing factors, when they choose beauty services, the most important thing is the quality and effect of the service, followed by the price and cost-effectiveness of the service, the environment and atmosphere of the service, and finally the brand and reputation of the service.

Based on the above research results, we give the following suggestions:

Increase the publicity and promotion of the types and characteristics of beauty services provided by Shangpu Consulting Company, and improve the awareness and interest of consumers;

Reduce doubts and concerns about the price and quality of beauty services provided by Champ Consulting, and improve consumer trust and satisfaction;

Provide more concessions and convenience to the beauty services provided by Shangpu Consulting Company, and improve consumers' willingness and frequency of consumption;

Emphasize the quality and effectiveness of the beauty services provided by Champ Consulting to improve consumers' sense of value and loyalty;

Improve the environment and atmosphere of the beauty services provided by Champ Consulting, and improve the comfort and enjoyment of consumers;

Shaping the brand and reputation of beauty services provided by Shangpu Consulting Company, and improving consumers' sense of identity and recommend.