Purpose of 1. Consumer Research

The purpose of consumer research is to provide valuable information to support the market decision-making of enterprises. Specifically, consumer research can help companies achieve the following objectives:

-Understand consumer needs, preferences, motivations, behaviors, and satisfaction. Consumers are the main body of the market, and their needs, preferences, motivations, behaviors and satisfaction determine the demand, supply, price and competition of the market. Through consumer research, enterprises can understand the psychological and behavioral characteristics of consumers, so as to better meet the needs of consumers, improve consumer satisfaction, increase consumer loyalty and reputation.

-Evaluate the market performance, market share and market positioning of a product or service. Products or services are the core competitiveness of enterprises, and their market performance, market share and market positioning determine the market position and market income of enterprises. Through consumer research, companies can evaluate the advantages, disadvantages, opportunities and threats of products or services, so as to better optimize the design, development, promotion and improvement of products or services, and improve the market competitiveness and market share of products or services.

-Identify market issues and opportunities, propose market strategies and recommendations. The market is a dynamic, complex and changeable system, which has many problems and opportunities, and requires enterprises to constantly adjust and innovate. Through consumer research, companies can identify market problems and opportunities, so as to better formulate market strategies and recommendations, such as market segmentation, market positioning, marketing, market innovation, etc., to adapt to market changes and development.

Methods of 2. Consumer Research

The methods of consumer research can be divided into two categories: qualitative research and quantitative research.

-Qualitative research refers to the research method of exploring and understanding the deep meaning and intrinsic relationship of consumer-related market phenomena through unstructured means, such as interviews, observation, focus groups, etc. The advantage of qualitative research is that it can obtain rich, detailed and true information, can discover new problems and opportunities, and can provide in-depth analysis and explanation. The disadvantage of qualitative research is that it is difficult to quantify and summarize, difficult to promote and generalize, and is influenced by the subjectivity of researchers, which requires a high level of professionalism and experience.

-Quantitative research refers to research methods that measure and quantify the scale, degree and relationship of consumer-related market phenomena through structured methods, such as questionnaires, experiments, statistics, etc. The advantages of quantitative research are that objective, accurate and comparable data can be obtained, scientific inference and verification can be carried out, large-scale samples and ranges can be applied, and various data analysis techniques and tools can be used. The disadvantage of quantitative research is that it is difficult to capture consumers' emotions, attitudes and motivations, it is difficult to discover new problems and opportunities, and it requires high design and execution levels and costs.

Generally speaking, the method of consumer research should be selected and combined according to the research purpose, problem, object, environment and other factors to achieve the best research effect. The method of consumer research should also be constantly updated and innovated with the changes and development of the market to adapt to the needs and characteristics of the market.

Steps to 3. Consumer Research

The steps of consumer research generally include the following five stages:

-Clear research objectives and objectives: through communication with customers, understand the needs and expectations of customers, and formulate clear, clear and feasible research objectives and objectives;

-Design research plan: according to the research purpose and objectives, select the appropriate research methods, design samples, questionnaires, interview guides and other research tools, determine the research budget and timetable;

-Data collection and collation: According to the research plan, various data collection techniques, such as interviews, questionnaires, observations, etc., are used to collect relevant first-hand or second-hand data, and the data are cleaned, coded and entered;

-Data analysis and interpretation: use various data analysis techniques, such as descriptive analysis, inferential analysis, causal analysis, etc., to analyze and interpret the data and discover the information and laws behind the data;

-Provide reports and recommendations: Based on the results of data analysis and interpretation, write detailed, accurate and persuasive research reports, provide targeted market strategies and recommendations, and support customers' decisions.

The steps of consumer research should be flexibly adjusted and optimized according to the specific situation of the research to ensure the quality and efficiency of the research. The steps of consumer research should also be continuously revised and improved with the progress and feedback of the research to ensure the effectiveness and practicality of the research.

The Case of 4. Consumer Research

The following are three consumer research cases of Shangpu consulting service clients, showing the importance and practical methods of consumer research, as well as the stories and experiences behind successful consumer research.

Case 1: Shangpu Consulting helped an international cosmetics brand conduct consumer research to improve its competitiveness in the Chinese market.

The performance of an international cosmetics brand in the Chinese market is not good, the market share and brand awareness are lower than the competitors, and the product line and channel are not rich and flexible enough. Through consumer research, the brand hopes to understand the needs, preferences, motivations and behaviors of Chinese consumers, as well as the strengths and weaknesses of competitors, so as to formulate effective market strategies and enhance its competitiveness in the Chinese market.

Champ Consulting provides comprehensive consumer research services for the brand, including the following aspects:

-Qualitative research: Through interviews, observations, focus groups and other methods, collected the psychological and behavioral characteristics of Chinese cosmetics consumers, as well as their perceptions, attitudes and evaluations of the brand and competitors;

-Quantitative research: through questionnaires, experiments and other methods, the needs, preferences, motivations and satisfaction of Chinese cosmetics consumers, as well as the market performance, market share and market positioning of the brand and competitors were measured;

-Data analysis and interpretation: using various data analysis techniques to analyze and interpret the data, and discover the characteristics, trends and opportunities of the Chinese cosmetics market, as well as the strengths, weaknesses, opportunities and threats of the brand and competitors;

-Reports and recommendations: According to the results of data analysis and interpretation, a detailed, accurate and persuasive research report has been written, providing targeted market strategies and recommendations, such as market segmentation, market positioning, product development, channel expansion, brand promotion, etc.

The consumer research service of Shangpu Consulting has helped the brand to gain an in-depth understanding of the Chinese cosmetics market and consumers, formulate effective market strategies for it, and enhance its competitiveness in the Chinese market. The brand's market share and brand awareness in the Chinese market have increased significantly, its product lines and channels have become richer and more flexible, and consumer satisfaction and loyalty have also increased significantly.

Case 2: Shangpu Consulting helps a foreign travel company to conduct consumer research and expand its business in the Chinese market.

A foreign travel company has high potential and opportunities in the Chinese market, but it is faced with problems such as unfamiliar and unfamiliar market, unclear and mismatched user needs and preferences, and pressure and challenges from competitors. The company commissioned Shangpu Consulting to conduct consumer research to understand the characteristics and trends of the Chinese market, as well as the needs, preferences, motivations and behaviors of users, so as to propose expansion strategies and suggestions.

Champ Consulting used a combination of qualitative and quantitative methods to conduct in-depth consumer research. First of all, through interviews, observations and focus groups, Shangpu Consulting collected information on the characteristics and trends of the Chinese market, as well as users' needs, preferences, motivations and behaviors, and found the following questions:

-The characteristics and trends of the Chinese market are diversified, personalized, high-end and experiential, that is, users in the Chinese market have different travel purposes, methods, content and styles, and travel companies need to provide diversified, personalized, high-end and Experiential tourism products and services;

-The user's needs and preferences are safe, comfortable, interesting and meaningful, that is, during the travel process, the user needs the travel company to ensure the safety, comfort, fun and meaningful travel, so as to obtain the satisfaction and happiness of travel;

-The motivation and behavior of users is to explore, learn, enjoy and share, that is, in the process of traveling, users need travel companies to help users explore new places, learn new knowledge, enjoy new experiences and share new stories, so as to obtain the growth and value of tourism.

Secondly, through questionnaires, experiments and statistics, Shangpu Consulting quantified the characteristics and trends of the Chinese market, as well as data on users' needs, preferences, motivations and behaviors, conducted scientific analysis and explanations, and verified the followingConclusion：

-The characteristics and trends of the Chinese market have a significant positive correlation with the needs and preferences of users, that is, the better the characteristics and trends of the Chinese market, the higher the needs and preferences of users, and vice versa;

-The user's needs and preferences have a significant positive correlation with the user's motivation and behavior, that is, the higher the user's needs and preferences, the higher the user's motivation and behavior, and vice versa;

-There is a significant positive correlation between user motivation and behavior and user satisfaction and loyalty, that is, the higher the user's motivation and behavior, the higher the user's satisfaction and loyalty, and vice versa.

Finally, according to the results of consumer research, Shangpu Consulting put forward the following strategies and suggestions for the company to expand:

-Understand and adapt to the characteristics and trends of the Chinese market, and provide diversified, personalized, high-end and experiential tourism products and services to meet the needs and preferences of users in the Chinese market;

-Ensure and enhance the safety, comfort, fun and meaningful travel, improve the satisfaction and happiness of the user's travel, to increase the user's needs and preferences;

-Help and support users to explore, learn, enjoy and share, improve the growth and value of users' travel, and increase users' motivation and behavior;

-Establish and maintain the relationship and trust with users, improve users' satisfaction and loyalty to travel, and increase users' repeat purchases and recommend.

Shangpu Consulting's consumer research has provided the company with valuable information and support, helped the company expand its business in the Chinese market, and won high recognition and praise from customers.