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Champ Consulting: Four Misunderstandings of Consumer Research, Do You Know

2024-07-18 16:48:35  来源:尚普咨询  浏览量:0

消费者调研是市场营销的重要手段,可以帮助企业了解消费者的需求、偏好、行为和满意度,从而制定有效的市场策略。然而,消费者调研也存在一些常见的误解,导致调研结果的失真或浪费。本文将介绍消费者调研的四大误解,分别是:

误解一:过度依赖问卷调查

问卷调查是消费者调研中最常用的方法之一,它具有成本低、范围广、操作简单等优点。但是,问卷调查也有其局限性,比如:问卷设计的质量、样本的代表性、回收率的影响、消费者的诚实度等。如果过度依赖问卷调查,而忽视其他的调研方法,如深度访谈、观察法、实验法等,就可能导致调研结果的片面或偏差。

例如,尚普咨询曾为一家快消品企业进行消费者调研,目的是了解消费者对该企业的新产品的接受度和购买意愿。尚普咨询采用了问卷调查和深度访谈两种方法,发现两者的结果存在较大的差异。问卷调查显示,消费者对新产品的评价较高,购买意愿也较强。但是,深度访谈发现,消费者对新产品的认知和理解还不够清晰,有些消费者甚至对新产品的功能和优势表示怀疑或不信任。经过分析,尚普咨询认为,这种差异的原因可能是:问卷调查中的问题过于直接和简单,没有深入探索消费者的真实想法和感受;而深度访谈中,通过开放式的问题和情景模拟,可以更好地引导消费者表达他们的看法和需求。因此,尚普咨询建议该企业在推出新产品之前,要加强消费者的教育和引导,提高消费者的认知和信任,从而提升消费者的购买意愿。

误解二:忽视消费者的非理性

消费者的行为并不总是理性的,有时会受到情感、心理、社会等因素的影响,做出与理性预期不一致的决策。如果消费者调研忽视了消费者的非理性,只关注消费者的理性需求和偏好,就可能忽略消费者的潜在动机和隐性需求,从而降低调研的有效性和实用性。

例如,尚普咨询曾为一家奢侈品牌进行消费者调研,目的是了解消费者对该品牌的认知和态度,以及影响消费者购买行为的因素。尚普咨询发现,消费者对该品牌的评价并不高,认为该品牌的设计缺乏创新,价格过高,品质不稳定,服务不专业等。然而,消费者的购买行为却与他们的评价不一致,仍然有很多消费者愿意购买该品牌的产品,甚至不惜花费高昂的代购费用。经过分析,尚普咨询认为,这种行为的原因可能是:消费者购买该品牌的产品,不仅是为了满足自己的审美和功能需求,更是为了满足自己的社会和心理需求,如彰显身份、提升自信、追求认同等。因此,尚普咨询建议该品牌在提升产品和服务质量的同时,要更加重视消费者的非理性需求,通过营造独特的品牌故事和文化,增强消费者的情感连接和忠诚度。

误解三:缺乏消费者细分和定位

消费者是一个非常复杂和多样的群体,不同的消费者有不同的需求、偏好、行为和价值观。如果消费者调研把消费者当作一个整体,而不是根据一定的标准进行细分和定位,就可能导致调研结果的泛化或模糊,无法为企业提供有针对性和差异化的市场策略。

例如,尚普咨询曾为一家电子产品企业进行消费者调研,目的是了解消费者对该企业的产品的需求和满意度。尚普咨询发现,消费者对该企业的产品的总体评价是中等,没有明显的优势和劣势,也没有明显的忠诚度和推荐度。经过分析,尚普咨询认为,这种结果的原因可能是:消费者调研没有对消费者进行细分和定位,而是把所有的消费者都作为一个整体来考察,从而忽略了消费者之间的差异和特点。因此,尚普咨询建议该企业在进行消费者调研时,要根据消费者的年龄、性别、收入、教育、地域、生活方式等因素,将消费者分为不同的细分市场,并针对每个细分市场的特征和需求,进行深入的调研和分析,从而制定更加精准和有效的市场策略。

误解四:忽视调研结果的应用和反馈

消费者调研的最终目的是为企业提供有价值的信息和建议,帮助企业改进产品和服务和提升市场竞争力。然而,有些企业在完成消费者调研后,就把调研结果放在一边,没有及时地将其转化为具体的行动和改进,或者没有对调研结果的效果进行跟踪和评估,从而导致调研的浪费和失效。

例如,尚普咨询曾为一家汽车企业进行消费者调研,目的是了解消费者对该企业的汽车的满意度和忠诚度,以及影响消费者再次购买和推荐的因素。尚普咨询发现,消费者对该企业的汽车的满意度和忠诚度都不高,主要的原因是该企业的售后服务不到位,导致消费者的投诉和不满。尚普咨询建议该企业要加强售后服务的质量和效率,提高消费者的满意度和忠诚度,从而增加消费者的再次购买和推荐的可能性。然而,该企业在收到调研结果后,并没有采取任何措施来改善售后服务,而是继续沿用原有的服务流程和标准,导致消费者的满意度和忠诚度没有任何提升,甚至出现了下降的趋势。尚普咨询在后续的调研中,发现该企业的市场份额和口碑都有所下降,与竞争对手的差距也越来越大。

综上所述,消费者调研是一项有价值的市场营销活动,但也存在一些常见的误解,需要企业和调研机构共同注意和避免。尚普咨询作为一家专业的市场咨询公司,拥有丰富的消费者调研经验和方法,可以为企业提供高质量和高效果的消费者调研服务,帮助企业更好地了解和满足消费者的需求,提升企业的市场竞争力。




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  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

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  • On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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industry planning Market research market access development strategy investment location Acquisition and integration IPO Fundraising
Credit Report Basic information Major Events Production/Operation Network enterprise scale Operating strength Financial strength Legal risk
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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise
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    80% of the information comes from first-hand research.

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    Practical operation and management experience of top enterprises

    88% of members have international PMP certificates

  • Intellectual Property

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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

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