The Significance and Challenges of 1. Consumer Research

Consumers are the main body of the market. Understanding consumers' needs, preferences, behaviors and satisfaction is the basis for enterprises to formulate market strategies, optimize product design, improve service levels, and enhance competitiveness. Consumer research is a process of collecting and analyzing consumer-related information in various ways in order to provide a basis and guidance for business decisions. Consumer research can help businesses:

identify market opportunities, find potential consumer groups and needs;

Evaluate market competition, understand the strengths and weaknesses of competitors, and develop differentiated competitive strategies;

Test the market response, verify the feasibility and attractiveness of the product or service, predict the market size and growth potential;

Monitor market dynamics, track changes in consumer attitudes and behavior, and adjust the characteristics and pricing of products or services in a timely manner;

Improve market effectiveness, evaluate the effectiveness and impact of marketing activities, optimize marketing mix and resource allocation;

Enhance market relations, establish and maintain trust and loyalty with consumers, and improve consumer satisfaction and reputation.

However, with the development of social economy and the change of consumer market, consumer research is also facing more and more challenges and difficulties, mainly in the following aspects:

Diversification of consumers. Differences in consumers' age, gender, income, education, occupation, region, culture and other characteristics lead to the diversification of consumers' needs, preferences, behaviors and values, making the objects and contents of consumer research more complex and subdivided, requiring more accurate and detailed market segmentation and positioning.

Personalization of consumers. Consumers' consumption concept and consumption behavior increasingly reflect the characteristics of personalization. Consumers are no longer satisfied with a single function and quality, but pay more attention to the personalized customization and differentiated experience of products or services, which makes the ways and methods of consumer research more flexible and diversified, and need to pay more attention to the psychology and emotion of consumers.

Rationalization of consumers. The improvement of consumers' consumption level and consumption ability, as well as the enrichment and convenience of information and channels, make consumers' consumption decisions more rational and wise. Consumers will conduct more information search, comparison and evaluation before purchasing, which makes consumers The difficulty and requirements of research are higher, and more attention needs to be paid to consumers' cognition and attitude.

2. consumer research experience and methods of Champ Consulting

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. As a foreign-related investigation and licensing unit of the the People's Republic of China National Bureau of Statistics, Shangpu Consulting not only serves Chinese domestic enterprises, but also helps foreign enterprises achieve greater success in the Chinese market.

Shangpu Consulting has rich experience and methods in consumer research, and provides professional market research and related consulting services for customers in many industries and fields. The service customers cover consumer goods and retail, medical and health, education and training, automobile transportation, Financial technology, new energy and other industries. In consumer research, Champu Consulting follows the following three principles:

Clear 2.1 objectives

The goal of consumer research refers to the purpose and significance of consumer research, the starting point and destination of consumer research, and the guidance and basis of consumer research. The goal of consumer research should be clear, that is, to clearly state the problems to be solved and the results achieved by consumer research, and avoid ambiguity and generality. The goal of consumer research should be specific, that is, to describe the object and content of consumer research concretely, and avoid abstraction and generalization. The goal of consumer research should be quantifiable, that is, to define the indicators and standards of consumer research in a quantifiable manner, avoiding subjectivity and arbitrariness.

When determining the objectives of consumer research, Shangpu Consulting will fully communicate and negotiate with customers, understand their needs and expectations, analyze their problems and background, clarify the value and significance of consumer research, formulate the objectives and plans of consumer research, and ensure that the objectives of consumer research are clear, specific and quantifiable. For example, Shangpu Consulting provides consumer research services for an internationally renowned coffee brand. Its goal is to understand the consumption habits and preferences of Chinese consumers for coffee, evaluate the competitive landscape and development trends of the coffee market, and enter the market for coffee brands. And expand to provide decision support. This goal is clear, specific and quantifiable, and can be achieved through consumer research data and analysis.

2.2 Method Science

The method of consumer research refers to the process and technology of consumer research, the means and tools of consumer research, and the implementation and guarantee of consumer research. The method of consumer research should be scientific, that is, to comply with scientific principles and norms, to avoid deviations and errors. The method of consumer research should be appropriate, that is, it should be suitable for the objectives and contents of consumer research, and avoid unnecessary and ineffective. The methods of consumer research should be diverse, that is, according to the object and environment of consumer research, a variety of methods should be used flexibly to avoid single and limited.

When choosing the method of consumer research, Shangpu Consulting will comprehensively consider the cost and benefit of consumer research according to the objectives and content of consumer research, and choose the most appropriate and effective method to ensure that the method of consumer research is scientific, appropriate and diverse. Champ Consulting mainly uses the following methods in consumer research:

literature analysis. Literature analysis is a method to obtain background information and theoretical basis for consumer research by collecting and analyzing literature related to consumer research, such as industry reports, policies and regulations, academic papers, media reports, etc. Literature analysis can help consumer researchers understand the current situation and trends of consumer research, determine the focus and difficulty of consumer research, and provide reference and guidance for the design and implementation of consumer research.

Questionnaire survey. Questionnaire survey is a method to collect and analyze basic information and opinions of consumers by designing and distributing a series of questions for consumers to fill in or answer by themselves. Questionnaire surveys can help consumer researchers obtain the number and structure of consumers, understand consumer needs and preferences, evaluate consumer satisfaction and loyalty, and provide data and evidence for consumer research results and recommendations.

In-depth interviews. In-depth interviews are a method of collecting and analyzing consumers' in-depth information and opinions through face-to-face or phone conversations with consumers, asking open questions in a semi-structured or unstructured manner. In-depth interviews can help consumer researchers explore consumers' motivations and psychology, understand consumers' feelings and experiences, discover consumers' problems and suggestions, and provide materials and inspiration for in-depth and innovative consumer research.

Focus groups. Focus groups are a method of gathering and analyzing collective consumer information and perspectives by inviting a group of consumers (usually 6-12 people) to participate in a discussion led by a professional moderator. Focus groups can help consumer researchers observe the interaction and influence of consumers, understand consumer attitudes and behaviors, generate consumer consensus and feedback, and provide information and suggestions for the verification and optimization of consumer research.

Experimental testing. Experimental testing is a method of collecting and analyzing consumers' actual information and reactions by allowing consumers to try or evaluate products or services under certain conditions and scenarios. Experimental testing can help consumer researchers to test the function and quality of products or services, understand consumers' use and perception, predict consumers' purchase and recommend, and provide basis and direction for the improvement and promotion of consumer research.

Application of 2.3 results

The results of consumer research refer to the data and analysis of consumer research, the results and value of consumer research, and the feedback and evaluation of consumer research. The results of consumer research should be accurate, that is, to truly reflect consumer information and opinions, and avoid distortion and distortion. The results of consumer research should be clear, that is, to clearly present consumer data and analysis, to avoid complexity and confusion. The results of consumer research should be useful, that is, to provide useful support and guidance for corporate decisions and actions, and to avoid irrelevance and ineffectiveness.

When presenting the results of consumer research, Shangpu Consulting will adopt appropriate forms and methods to display the data and analysis of consumer research according to the objectives and contents of consumer research, so as to ensure that the results of consumer research are accurate, clear and useful. In consumer research, Champ Consulting mainly uses the following forms and methods:

Report writing. Report writing is a form of systematically summarizing and expounding the purpose, method, process, results and recommendations of consumer research by writing text and charts. Report writing can help consumer researchers record the content and process of consumer research comprehensively and in detail, and provide information and basis for the review and improvement of consumer research.

Presentation Report. The presentation report is a concise summary and presentation of the key points, highlights, and highlights of consumer research through the production of slides and language,Conclusionand the way of meaning. The demonstration report can help consumer researchers to intuitively and vividly convey the information and opinions of consumer research, and provide a platform and opportunity for the communication and exchange of consumer research.

Visual display. Visual display is a way to visually represent and explain the data, analysis, rules and trends of consumer research through the use of graphics, images, animation, sound effects, etc. Visual display can help consumer researchers clearly and aesthetically present the results and values of consumer research, and provide ways and methods for the understanding and recognition of consumer research.

Interactive experience. Interactive experience is a way for consumers or customers to participate in and experience the process and results of consumer research by designing and providing some games, questions and answers, voting, comments, etc. related to consumer research. Interactive experience can help consumer researchers increase the participation and interest of consumers or customers, and provide channels and methods for feedback and evaluation of consumer research.

3. Shangpu Consulting's Consumer Research Case

In order to better explain the principles and methods of Shangpu Consulting in consumer research, the following is a brief introduction and analysis based on some specific cases of Shangpu Consulting.

3.1 Consumer Goods and Retail Industry

Shangpu Consulting provides consumer research services for an internationally renowned sports brand. Its goal is to understand Chinese consumers' cognition, selection and evaluation of sports brands, and to provide basis and suggestions for sports brand brand positioning and marketing strategies. Champ Consulting has adopted the following approach:

literature analysis. Shangpu consulting collected and analyzed the relevant reports and data of China's sports brand market, understood the scale, structure, competition and trend of the sports brand market, and provided background and reference for the design and implementation of consumer research.

Questionnaire survey. Shangpu Consulting designed a questionnaire containing basic information of consumers, cognition, selection and evaluation of sports brands. Through online and offline methods, the questionnaire was distributed and collected to 1000 consumers. Through statistical analysis software, the questionnaire data were cleaned, sorted and analyzed, and the information of consumers' quantity and structure of sports brands was obtained.

In-depth interviews. According to the results of the questionnaire survey, Shangpu Consulting selected 30 consumers from different consumer groups and conducted in-depth interviews. Through open questions, it discussed consumers' needs, preferences, motives, psychology, feelings, experiences and other aspects of sports brands. Through recording and notes, it recorded and analyzed the interview content, get the deep and detailed information of the consumer to the sports brand.

Focus groups. According to the results of in-depth interviews, Shangpu Consulting invited 12 consumers from different consumer groups and organized a focus group. Guided by a professional moderator, it discussed consumers' attitudes, behaviors, influences, consensus, feedback and other aspects of sports brands. Through video recording and observation, it recorded and analyzed the process and results of the focus group, the collective and interactive information of consumers on sports brands is obtained.

Experimental testing. According to the results of the focus group, Shangpu Consulting selected 20 consumers from different consumer groups and conducted experimental tests, allowing consumers to try out the products and services of sports brands under certain conditions and scenarios. And evaluation, through observation and questionnaire, record and analyze the use and perception of consumers, and get the information of consumers' actual and reaction to sports brands.

According to the data and analysis of consumer research, Shangpu Consulting has written a detailed report, summarizing and showing the key points, highlights and highlights of consumer research,Conclusionand significance, the following suggestions are provided for the brand positioning and marketing strategy of sports brands:

Sports brands should be based on the different characteristics and needs of consumers, market segmentation and positioning, to provide different products and services to meet the diverse and personalized needs of consumers.

Sports brands should pay attention to the image and reputation of the brand, enhance the popularity and reputation of the brand through various channels and ways, and enhance the cognition and trust of consumers.

Sports brands should pay attention to the value and experience of the brand, improve the function and quality of products and services through continuous innovation and improvement, and enhance the use and perception of consumers.

Sports brand should build brand community and culture, through various activities and platforms, promote consumer interaction and influence, enhance consumer participation and loyalty.

Champ Consulting has also produced a beautiful presentation that concisely shows the purpose, methods, process, results and recommendations of consumer research, providing an intuitive and vivid consumer research for sports brand decision makers and related personnel. Overview.

3.2 Healthcare Industry

Shangpu Consulting provides consumer research services for a leading online medical platform in China. Its goal is to understand the usage and satisfaction of Chinese consumers on the online medical platform, and provide basis and suggestions for product optimization and service improvement of the online medical platform. Champ Consulting has adopted the following approach:

literature analysis. Shangpu Consulting collected and analyzed the relevant reports and data of China's online medical platform, and understood the development history, market status, policy environment, user portraits, etc. of the online medical platform, providing background and reference for the design and implementation of consumer research.

Questionnaire survey. Shangpu Consulting designed a questionnaire that included basic information of consumers, the use of online medical platforms, and satisfaction. Through online methods, the questionnaire was distributed and collected to 5000 consumers. Statistical analysis software cleaned up, sorted out and analyzed the questionnaire data, and obtained consumers' information on the number and structure of online medical platforms.

In-depth interviews. According to the results of the questionnaire survey, Shangpu Consulting selected 50 consumers from different consumer groups and conducted in-depth interviews. Through open questions, it discussed consumers' needs, preferences, motives, psychology, feelings, experiences and other aspects of the online medical platform. Through recording and notes, it recorded and analyzed the interview content, get the deep and detailed information of consumers on the online medical platform.

Focus groups. According to the results of in-depth interviews, Shangpu Consulting invited 15 consumers from different consumer groups and organized a focus group. Guided by a professional moderator, it discussed consumers' attitudes, behaviors, and behaviors to the online medical platform. Information about influence, consensus, feedback, etc., recorded and analyzed the process and results of the focus group through video recording and observation, get information about the collective and interaction of consumers on online healthcare platforms.

Experimental testing. According to the results of the focus group, Shangpu Consulting selected 30 consumers from different consumer groups and conducted experimental tests, allowing consumers to conduct online medical platform products and services under certain conditions and scenarios. Trial and evaluation, through observation and questionnaire, record and analysis of consumers' use and perception, get information on the actual and reaction of consumers to online medical platforms.

According to the data and analysis of consumer research, Shangpu Consulting has written a detailed report, summarizing and showing the key points, highlights and highlights of consumer research,Conclusionand significance, and provide the following suggestions for product optimization and service improvement of online medical platforms:

Online medical platforms should improve the convenience and security of users, provide faster and simpler services by optimizing user interfaces and processes, and provide more secure and reliable services by strengthening the protection of user information and privacy.

The online medical platform should improve the satisfaction and loyalty of users, provide higher quality and more humanized services by improving the professionalism and service of doctors, and provide more value and better experience services by providing more concessions and benefits.

Online medical platforms should improve user participation and word-of-mouth, provide more social and entertainment services by carrying out more interactions and activities, and provide more feedback and recommend services by encouraging more evaluation and sharing.

Champ Consulting has also produced a beautiful presentation that concisely shows the purpose, methods, process, results and recommendations of consumer research, providing an intuitive and vivid overview of consumer research for decision makers and relevant personnel of online medical platforms.