Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment, demographic characteristics, lifestyle, economic level, etc., to achieve their own aspirations and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase, use and other stages. Consumer research is one of the most basic and major components of consumer goods market research, which is most widely used in the field of market research, including the study of basic consumer characteristics, the study of consumer behavior and the study of consumer motivation. Through these three levels of research, for the relevant industries and enterprises to provide: market segmentation, product positioning, brand management, pricing strategy, new product development, channel construction, advertising, promotional activities, sales forecasting and other behavior theory, data base.

The importance of consumer research is self-evident. It is an important means and tool for enterprises to understand market demand, grasp market dynamics, formulate market strategies, and enhance market competitiveness. However, the quality and standards of consumer research have not been paid enough attention and standardized, resulting in many errors and deviations in the results of consumer research, which affects the effectiveness and credibility of consumer research. The quality and standard of consumer research refers to whether the process and results of consumer research meet certain quality requirements and normative requirements, whether they can reflect the real situation and needs of consumers, and whether they can provide useful information and suggestions for enterprises. The quality and standard of consumer research is directly related to the value and significance of consumer research, as well as the reputation and reputation of consumer research.

So, how to improve and protect the quality and standards of consumer research? Taking Shangpu consulting as an example, this paper introduces the general process and method of consumer research, analyzes the connotation and elements of the quality and standard of consumer research, discusses the ways and measures to improve and guarantee the quality and standard of consumer research, and shows the practical application and value embodiment of the quality and standard of consumer research in combination with the specific case of Shangpu consulting service customers.

General process and method of 1. consumer research

The general process and method of consumer research can refer to the relevant requirements of the national standard GB/T 19038-2009 "Guide to Customer Satisfaction Evaluation Models and Methods" and GB/T 19039-2009 "General Principles of Customer Satisfaction Evaluation", including the following steps:

Determine the purpose and scope of consumer research. The purpose and scope of consumer research refers to the main research questions and objects of consumer research, which determines the content and direction of consumer research. The purpose and scope of consumer research should be determined according to the actual situation and market demand of the enterprise, be clear, specific and feasible, be consistent with the strategic objectives and market strategies of the enterprise, and be able to reflect the core needs and concerns of consumers.

Design consumer research programs and tools. Consumer research programs and tools refer to the specific implementation plans and methods of consumer research, which include sample design, data collection methods, data analysis methods, data presentation forms, etc. Consumer research programs and tools should be designed according to the purpose and scope of consumer research, to be scientific, reasonable and effective, to be able to ensure the quality and standards of consumer research, to be able to meet the information needs of consumer research.

Implementation of consumer research data collection and analysis. The data collection and analysis of consumer research refers to the actual operation and processing process of consumer research, which includes the data source, data acquisition, data collation, data analysis, data interpretation and so on. The data collection and analysis of consumer research should be implemented according to the plans and tools of consumer research, be strict, standardized and accurate, follow the requirements of the quality and standards of consumer research, and be able to extract effective information and valuable of consumer research.Conclusion。

Write consumer research reports and recommendations. Consumer research reports and recommendations refer to the final results and output of consumer research, which includes the background, purpose, scope, programs, tools, data, analysis,Conclusionrecommendations, etc. Consumer research reports and recommendations should be based on consumer research data collection and analysis to write, to be complete, clear, logical, to meet the quality and standards of consumer research requirements, to be able to provide enterprises with useful information and recommendations.

As the most leading and authoritative independent third-party research and investment and financing consulting institution in China, Shangpu Consulting has many years of experience and professional knowledge in consumer research. it provides high quality and high-standard consumer research services for customers in all walks of life. Shangpu Consulting has strict processes and methods in the design, data collection, data analysis, report writing and other aspects of consumer research, ensuring the quality and standards of consumer research. According to the characteristics and needs of different industries and customers, Shangpu Consulting has adopted a variety of consumer research technologies and methods, such as questionnaire survey, in-depth interview, focus group, neural marketing, big data analysis, etc., so as to make the results of consumer research more comprehensive and in-depth.

The Connotation and Elements of the Quality and Standard of 2. Consumer Research

The connotation and elements of the quality and standard of consumer research can be understood from the following aspects:

The connotation of the quality and standard of consumer research refers to whether the process and results of consumer research can reach a certain quality level and standard requirements, whether it can reflect the real situation and needs of consumers, and whether it can provide useful information and suggestions for enterprises. The quality and standards of consumer research include the following aspects:

Effectiveness: The effectiveness of consumer research refers to whether the results of consumer research can effectively solve the purpose and problems of consumer research, whether it can effectively guide the market decision-making and action of enterprises, and whether it can effectively improve the market competitiveness and performance of enterprises.

Credibility: The credibility of consumer research refers to whether the results of consumer research can be trusted and recognized by consumers and enterprises, whether they can withstand the inspection and verification of the market, and whether they can conform to the logic and laws of the market.

Objectivity: the objectivity of consumer research refers to whether the process and results of consumer research can objectively reflect the actual situation and needs of consumers, whether it can avoid the subjective bias and misleading of consumer research, and whether it can maintain the neutrality and impartiality of consumer research.

Accuracy: the accuracy of consumer research refers to whether the results of consumer research can accurately describe and analyze the characteristics and behavior of consumers, whether they can accurately predict and evaluate the motivation and satisfaction of consumers, and whether they can accurately put forward the results of consumer research.Conclusionand recommendations.

Timeliness: the timeliness of consumer research refers to whether the results of consumer research can reflect the latest changes and trends of consumers in a timely manner, whether it can respond to the market demand and strategy adjustment of enterprises in a timely manner, and whether it can provide valuable information and suggestions for enterprises in a timely manner.

The elements of the quality and standard of consumer research refer to the various factors and conditions that affect the quality and standard of consumer research, which include the following aspects:

The purpose and scope of consumer research: the purpose and scope of consumer research is the basis and premise of the quality and standard of consumer research, which determines the content and direction of consumer research, and also affects the effectiveness and credibility of consumer research. The purpose and scope of consumer research should be clear, specific, and feasible, consistent with the company's strategic goals and market strategies, and able to reflect the core needs and concerns of consumers.

Consumer research programs and tools: consumer research programs and tools are the guarantee and support of the quality and standards of consumer research, which determine the specific implementation plans and methods of consumer research, and also affect the objectivity and accuracy of consumer research. Consumer research programs and tools should be scientific, reasonable and effective, to be able to ensure the quality and standards of consumer research, to be able to meet the information needs of consumer research.

Data collection and analysis of consumer research: the data collection and analysis of consumer research is the core and key of the quality and standard of consumer research, which determines the actual operation and processing process of consumer research, and also affects the accuracy and timeliness of consumer research. The data collection and analysis of consumer research should be strict, standardized and accurate, follow the requirements of the quality and standards of consumer research, and be able to extract effective information and valuable information from consumer research.Conclusion。

Consumer research reports and recommendations: Consumer research reports and recommendations are the display and transmission of the quality and standards of consumer research, which determines the final results and output of consumer research, and also affects the effectiveness and credibility of consumer research. The reports and recommendations of consumer research should be complete, clear and logical, meet the requirements of the quality and standards of consumer research, and be able to provide useful information and suggestions for enterprises.

Ways and Measures to Improve and Guarantee the Quality and Standards of 3. Consumer Research

The ways and measures to improve and protect the quality and standards of consumer research can be implemented from the following aspects:

Establish a management system for the quality and standards of consumer research: the establishment of a management system for the quality and standards of consumer research is the basis and guarantee for improving and ensuring the quality and standards of consumer research. it includes the establishment of systems and norms for the quality and standards of consumer research, the establishment of supervision and evaluation of the quality and standards of consumer research, and the establishment of improvement and optimization of the quality and standards of consumer research. By establishing a management system for the quality and standards of consumer research, the process and results of consumer research can be more standardized and standardized, and the quality and standards of consumer research can be improved.

Improve the quality of consumer research and the awareness and ability of standards: Improving the quality of consumer research and the awareness and ability of standards is the motivation and guarantee to improve and protect the quality and standards of consumer research. It includes improving the quality of consumer research and the awareness of the importance and necessity of standards, and improving the quality of consumer research and the mastery of professional knowledge and skills of standards, improve the quality of consumer research and standards of responsibility and self-discipline training. By improving the awareness and ability of the quality and standard of consumer research, the participants and implementers of consumer research can pay more attention to and pay more attention to the quality and standard of consumer research, and improve the initiative and enthusiasm of the quality and standard of consumer research.

The technology and method of using the quality and standard of consumer research: the technology and method of using the quality and standard of consumer research is the means and tools to improve and guarantee the quality and standard of consumer research, which includes the evaluation and inspection of the quality and standard of consumer research, the optimization and improvement of the quality and standard of consumer research, and the sharing and communication of the quality and standard of consumer research. By using the quality and standard technology and methods of consumer research, the process and results of consumer research can be more scientific and effective, and the quality of consumer research and the effectiveness and innovation of standards can be improved.

Practical Application and Value Embodiment of Quality and Standard of 4. Consumer Research

The practical application and value embodiment of the quality and standard of consumer research can be illustrated from the following aspects:

Consumer research service provided by Shangpu Consulting for a fast consumer product enterprise: Shangpu Consulting provides consumer research service for a fast consumer product enterprise to help the enterprise understand consumers' cognition, attitude, preference and satisfaction of its products, and provide strong support for the enterprise's product innovation, brand building and market development. In the process of consumer research, Shangpu Consulting fully considers the quality and standard requirements of consumer research, and adopts a variety of consumer research techniques and methods, such as online questionnaires, offline interviews, neuromarketing, etc., to consumers. A comprehensive and in-depth analysis was carried out, and accurate and valuableConclusionand recommendations. The consumer research service of Shangpu Consulting not only provides the enterprise with rich and effective market information, but also provides the enterprise with innovative and optimized market strategies, which helps the enterprise to enhance the competitiveness and market share of its products, increase the loyalty and reputation of consumers, and realize the effectiveness and credibility of consumer research.

Consumer research services provided by Shangpu Consulting for an automobile enterprise: Shangpu Consulting provides consumer research services for an automobile enterprise to help the enterprise understand consumers' demand, choice, decision-making, purchase and use of their cars, and provide strong guidance for the enterprise's automobile design, production, sales and service. In the process of consumer research, Shangpu Consulting fully considered the requirements of the quality and standards of consumer research, and adopted a variety of consumer research techniques and methods, such as big data analysis, in-depth interviews, focus groups, etc., to consumers. A detailed and comprehensive analysis was carried out, and an objective and valuableConclusionand recommendations. The consumer research service of Shangpu Consulting not only provides the enterprise with real and effective market information, but also provides the enterprise with reasonable and optimized market strategy, helps the enterprise improve the quality and performance of the car, increases the satisfaction and recommend of consumers, and realizes the objectivity and accuracy of consumer research.

Consumer research services provided by Shangpu Consulting for a financial enterprise: Shangpu Consulting provides consumer research services for a financial enterprise to help the enterprise understand consumers' demand, preference, trust and loyalty for its financial products, and provides strong support for the enterprise's financial innovation, brand building and market development. In the process of consumer research, Shangpu Consulting fully considered the requirements of the quality and standards of consumer research, and adopted a variety of consumer research technologies and methods, such as online surveys, telephone interviews, neuromarketing, etc., to consumers. An accurate and in-depth analysis was carried out, and a timely and valuableConclusionand recommendations. The consumer research service of Shangpu Consulting not only provides the enterprise with timely and effective market information, but also provides the enterprise with innovative and optimized market strategies, which helps the enterprise to enhance the competitiveness and market share of financial products, increase the trust and loyalty of consumers, and realize the timeliness and effectiveness of consumer research.