Limitations of the 1. Questionnaire

Questionnaire survey is a commonly used consumer research method, which through the design of a series of questions, to the target consumers issued or online to fill in, in order to collect consumer basic information, attitudes, opinions and behavior data. The advantage of questionnaire survey is that a large amount of data can be obtained quickly, conveniently and at low cost, which is convenient for statistical analysis and comparison. However, the questionnaire also has some limitations, mainly the following points:

It is difficult to obtain deep-seated consumer psychology. Questionnaires usually only reflect the consumer's superficial or rational thoughts, and it is difficult to reveal the consumer's deep or emotional motivation. Consumer buying behavior is often influenced by factors such as subconscious, emotions, and values, which are difficult to capture and measure through questionnaires.

vulnerable to social expectations and answer biases. When consumers answer the questionnaire, they may be affected by their own cognitive bias, social expectations, memory errors and other factors, resulting in untrue or inaccurate answers. For example, consumers may be tempted to respond with answers that conform to social norms or self-image, rather than real thoughts and behaviors. Alternatively, consumers may be guided or implied by factors such as questionnaire design, questioning methods, and option settings, which may affect the freedom and objectivity of their answers.

It is difficult to adapt to the rapidly changing market environment. Questionnaires usually require a certain amount of time and cost to design, issue and analyze, while the market environment and consumer needs are constantly changing. This leads to the fact that the results of the questionnaire may be outdated or invalid and do not reflect the latest and most real situation of consumers. In addition, it is difficult to capture some emerging or potential consumer needs because these needs may not be realized or expressed by consumers.

Features and advantages of 2. new consumer research methods

In order to overcome the limitations of the questionnaire survey, more and more enterprises begin to explore and use some new consumer research methods, which can provide more comprehensive and in-depth insight into the real thoughts and feelings of consumers from different angles and levels, and provide more valuable consumer insights for enterprises. These methods mainly include the following:

On-site investigation. This method is through long-term observation and communication in the real scene of consumers to understand the consumer's lifestyle, consumption habits, demand pain points and satisfaction. The advantage of this method is that it can directly contact consumers, obtain first-hand data, and reflect consumers' behavior and psychology more truly and vividly. For example, Shangpu consulting once conducted on-site investigation for a catering brand. By observing the dining process of consumers in the restaurant, we found that consumers' evaluation and suggestions on the food, service and environment of the restaurant, as well as consumers' consumption motivation and mentality.

Interview research. This method is to conduct one-on-one or group in-depth interviews with consumers to explore consumers' needs, preferences, motivations, feelings, etc. The advantage of this method is that it can communicate more deeply and carefully with consumers, obtain richer and detailed data, and reveal consumers' psychology and emotions more deeply. For example, Shangpu Consulting once conducted interviews and surveys for a car brand. By discussing with consumers their expectations, experiences, and evaluations of cars, they found consumers' needs and opinions on the functions, quality, safety, and comfort of cars. And consumers' emotional sustenance and value recognition of cars.

Observe research. This method is through the use of some technical means, such as cameras, eye tracker, sensors, etc., to record and analyze consumer behavior and reaction, in order to evaluate consumer attention, interest, preference, etc. The advantage of this method is that it can objectively and accurately measure the behavior and reaction of consumers, avoid the subjective deviation of consumers and the influence of social expectations, and reflect the real state of consumers more scientifically. For example, Shangpu Consulting once conducted observation and research for an e-commerce platform, using eye trackers to track consumers' eye movements when browsing web pages to understand consumers' attention to the layout, content, and design of web pages. And preferences, as well as consumers' purchase decision-making process.

Experimental research. This approach is to manipulate and control consumer behavior and responses by designing experimental scenarios and conditions to test consumer responses and evaluations to different products, services, stimuli, etc.

Experimental research. This approach is to manipulate and control consumer behavior and responses by designing experimental scenarios and conditions to test consumer responses and evaluations to different products, services, stimuli, etc. The advantage of this method is that it can simulate the real scene of consumers, control the interference factors, compare different variables, and verify the needs and preferences of consumers more effectively. For example, Champ Consulting once conducted experimental research for a hotel brand, and observed consumers' check-in experience and satisfaction in different environments by setting different room layout, atmosphere, music and other factors, as well as consumers' loyalty to the hotel. Loyalty and willingness to recommend, etc.

Neuromarketing. This method is to use some neuroscience techniques, such as EEG, functional magnetic resonance imaging, galvanic skin response, etc., to measure the brain activity and physiological response of consumers to reveal the consumer's subconscious, emotion, and attention Wait. The advantage of this method is that it can directly explore the inner psychology of consumers, avoid the inconsistency of consumers' oral expression and behavior, and reflect consumers' feelings and preferences more truly. For example, Champ Consulting once conducted neuromarketing for a cosmetics brand, using EEG to measure the brain fluctuations of consumers when using different cosmetics to understand consumers' love, trust, and willingness to buy cosmetics.

Suggestions for the implementation of new consumer research methods in 3.

Although the new consumer research method has many advantages, it also has some challenges and limitations, such as requiring more time and cost, requiring more professional technology and personnel, and requiring more complex analysis and interpretation. Therefore, enterprises in the use of these methods, need to pay attention to the following points:

Select the appropriate method according to the target and scenario. Different consumer research methods have different scope of application and effect, enterprises need to choose the most appropriate method according to their own research objectives and scenarios. For example, if enterprises want to understand the basic information and attitudes of consumers, they can use questionnaires; if enterprises want to understand the deep needs and motivations of consumers, they can use interview research; if enterprises want to understand the real behavior and reaction of consumers, they can use observation research or experimental research; if enterprises want to understand the subconscious mind and emotions of consumers, they can use neuromarketing.

Combined with a variety of methods for comprehensive analysis. A single consumer research method may not be able to fully cover and reflect all aspects of consumers. Enterprises need to combine multiple methods for comprehensive analysis to obtain more comprehensive and accurate consumer insights. For example, enterprises can first use questionnaires or on-site research to screen out target consumers and key issues, then use interview research or observation research to explore consumers' needs and preferences in depth, and finally use experimental research or neural marketing to test consumers' reactions and evaluations to different products or services.

Focus on the quality and validity of the data. The new consumer research method needs to collect and analyze a large amount of data, and enterprises need to pay attention to the quality and validity of the data to avoid the distortion and misleading of the data. For example, enterprises need to ensure the reliability and representativeness of data sources and collection, and avoid data deviations and loopholes; enterprises need to ensure the scientificity and rationality of data processing and analysis, and avoid data errors and misunderstandings; enterprises need to ensure the clarity and usefulness of data presentation and application, and avoid data complexity and invalidity.

Conclusion

Consumer research is an important part of marketing, which can help companies understand consumer needs, preferences, behavior and satisfaction, so as to develop effective marketing strategies. The new consumer research method can provide more comprehensive and in-depth insight into the real thoughts and feelings of consumers from different angles and levels, and provide more valuable consumer insights for enterprises. When using these methods, enterprises need to choose the appropriate method according to the goal and scenario, combine a variety of methods for comprehensive analysis, and pay attention to the quality and effectiveness of data, so as to improve the effect and value of consumer research.