1. Digital Transformation

Digital transformation refers to the process of using digital technology and data analysis to change the operating model, organizational structure, product services and customer relationships of enterprises, and improve efficiency, innovation and competitiveness. Digital transformation has become an inevitable choice for today's enterprise development, and it also puts forward new requirements and challenges for consumer research.

On the one hand, digital transformation provides more data sources and analysis methods for consumer research. For example, through social media, mobile applications, Internet of Things and other channels, companies can collect massive amounts of data such as consumers' real-time feedback, behavior trajectories, and personal information. Through artificial intelligence, big data, cloud computing and other technologies, the data can be in-depth Mining, visual display, intelligent recommend and other operations, so as to obtain more comprehensive, accurate and timely consumer insights.

On the other hand, digital transformation also puts forward higher standards and capabilities for consumer research. For example, consumer research needs to be better integrated into a company's digital strategy, collaborating and sharing with other business units and data platforms to support decision-making and innovation. Consumer research also requires stronger data literacy and analysis capabilities, able to handle complex data structures and algorithms, solve data quality, security, privacy and other issues, and improve the value and utilization of data.

As one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China, Shangpu Consulting actively responds to the trend of digital transformation and provides professional digital solutions for consumer research. For example, Shangpu Consulting uses the self-developed Shangpu data platform to provide customers with a full range of data services, including data collection, cleaning, integration, analysis, visualization, reporting, etc., to help customers quickly obtain consumer industry insights and market Trends, competitive advantages, etc. Shangpu Consulting also uses artificial intelligence, big data, cloud computing and other technologies to provide customers with intelligent consumer research tools, such as Shangpu intelligent questionnaire, Shangpu intelligent voice, Shangpu intelligent video, etc., to help customers improve the efficiency, quality and experience of consumer research.

2. personalized customization

Personalized customization refers to the process of providing customized products and services to consumers according to their personal characteristics, needs and preferences. Personalized customization has become the mainstream demand of today's consumers, and it also puts forward new challenges and opportunities for consumer research.

On the one hand, personalized customization provides more innovation space and value-added points for consumer research. For example, through consumer research, companies can gain a deeper understanding of consumers' individual needs, such as function, quality, design, price, service, etc., so as to provide them with products and services that are more in line with their expectations and improve consumer satisfaction. And loyalty. Through consumer research, companies can also more effectively carry out personalized marketing, such as targeted push, accurate pricing, personalized communication, etc., so as to improve the conversion rate and retention rate of consumers.

On the other hand, personalized customization also puts forward higher requirements and difficulties for consumer research. For example, consumer research requires a more detailed division of consumer segments and target groups, a more accurate grasp of the individual characteristics of consumers, a more flexible design of consumer research methods and tools, and a more timely response to consumer feedback and changes.

As the most influential domestic leading brand in market research in China, Shangpu Consulting actively responds to the trend of personalized customization and provides professional customized solutions for consumer research. For example, according to different industries, different sizes and different objectives, Shangpu Consulting provides customers with special market research services, such as industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, etc. According to the different needs of customers, Shangpu Consulting also provides customized consumer research tools, such as Shangpu professional questionnaire, Shangpu professional interview, Shangpu professional observation, Shangpu professional experiment, etc.

3. social responsibility

Social responsibility refers to the attitude and behavior of consumers taking into account social, environmental and moral factors in their consumption behavior, and choosing products and services that are beneficial to society and themselves. Social responsibility has become the core value of today's consumers, and it also puts forward new demands and expectations for consumer research.

On the one hand, social responsibility provides more value orientation and evaluation criteria for consumer research. For example, through consumer research, companies can have a clearer understanding of consumers' sense of social responsibility, such as their views and attitudes towards corporate social responsibility, environmental impact on products, and ethics of services, so as to provide them with products and services that are more in line with their values and enhance consumers' sense of identity and trust. Through consumer research, companies can also spread their sense of social responsibility more effectively, such as showing their social contributions, improving the environmental friendliness of products, and strengthening the ethical standards of services, thereby improving consumers' reputation and willingness to recommend.

On the other hand, the sense of social responsibility also puts forward a higher sensitivity and sense of responsibility for consumer research. For example, consumer research needs to pay more attention to the differences and changes in consumers' sense of social responsibility, more respect for the choice and expression of consumers' sense of social responsibility, more abide by the norms and principles of social responsibility in consumer research, and more actively promote the promotion and development of consumers' sense of social responsibility in research.

As one of the most socially responsible market research institutions in China, Shangpu Consulting actively responds to the trend of social responsibility and provides professional social responsibility solutions for consumer research. For example, through consumer research, Shangpu Consulting provides customers with social responsibility assessments and recommendations, such as corporate social responsibility reports, product life cycle analysis, and service ethics audits. Shangpu Consulting also provides customers with the dissemination and marketing of social responsibility through consumer research, such as corporate social responsibility activities, product environmental certification, and service moral commitment.

4. emotional resonance

Emotional resonance refers to the degree of emotional connection and resonance between consumers and enterprises, products or services in their consumption behavior. Emotional resonance has become an important driving force for today's consumers, and it also puts forward new challenges and opportunities for consumer research.

On the one hand, emotional resonance provides more emotional elements and influencing factors for consumer research. For example, through consumer research, companies can gain a deeper understanding of consumers' emotional needs, such as happiness, safety, pride, belonging, etc., so as to provide them with products and services that are more in line with their emotional expectations and improve consumers' emotional satisfaction and loyalty. Through consumer research, enterprises can also carry out emotional resonance marketing more effectively, such as telling the story of the enterprise, showing the emotional value of products, stimulating the emotional feedback of services, etc., so as to improve consumers' emotional participation and recommend willingness.

On the other hand, emotional resonance also puts forward higher skills and difficulties for consumer research. For example, consumer research needs to better grasp the emotional characteristics of consumers, more sensitively capture the emotional changes of consumers, more scientifically measure the emotional intensity of consumers, and more effectively stimulate the emotional expression of consumers.

As one of the most emotionally resonant market research institutions in China, Shangpu Consulting actively responds to the trend of emotional resonance and provides professional emotional resonance solutions for consumer research. For example, through consumer research, Shangpu Consulting provides customers with emotional resonance assessment and suggestions, such as brand emotion of enterprises, emotional design of products, emotional experience of services, etc. Through consumer research, Shangpu Consulting also provides customers with the communication and marketing of emotional resonance, such as the emotional story of the enterprise, the emotional advertisement of the product, the emotional interaction of the service, etc.

5. cross-border integration

Cross-border integration refers to the process of communication, cooperation and innovation between different industries, different fields and different cultures. Cross-border integration has become a new consumption mode of today's consumers, and it also puts forward new demands and expectations for consumer research.

On the one hand, cross-border integration provides more innovation opportunities and growth points for consumer research. For example, through consumer research, companies can more widely understand the cross-border needs of consumers, such as cross-border products, cross-border services, cross-border experiences, etc., so as to provide them with more yuan, more interesting and more valuable products and services, and improve consumers' desire and frequency of consumption. Through consumer research, enterprises can also more effectively carry out cross-border integration innovation, such as cross-border cooperation, cross-border development, cross-border promotion, etc., so as to improve consumers' consumption cognition and consumption choice.

On the other hand, cross-border integration also puts forward higher openness and adaptability to consumer research. For example, consumer research needs to pay more attention to the cross-border characteristics of consumers, learn more from the cross-border experience of consumers, explore the cross-border potential of consumers, and promote the cross-border development of consumers.

As one of the most cross-border integrated market research institutions in China, Shangpu Consulting actively responds to the trend of cross-border integration and provides professional cross-border integration solutions for consumer research. For example, through consumer research, Shangpu Consulting provides customers with cross-border integration evaluation and suggestions, such as the market potential of cross-border products, user needs of cross-border services, and user satisfaction of cross-border experience. Through consumer research, Shangpu Consulting also provides customers with cross-border integration innovation and marketing, such as the development and promotion of cross-border products, the cooperation and operation of cross-border services, and the design and implementation of cross-border experiences.

Conclusion

Consumer research is an important part of market research, which can help companies understand consumers' needs, preferences, behaviors and satisfaction, so as to formulate effective market strategies and improve customer experience. With the development of social economy and technological innovation, consumer research is also facing new challenges and opportunities, and needs to constantly adapt to the changing market environment and consumer psychology. Based on the professional experience and cases of Shangpu Consulting, this paper summarizes the five major trends of consumer research, namely: digital transformation, personalized customization, social responsibility, emotional resonance and cross-border integration. These trends will impact the methods, tools, content and value of consumer research, providing new insights and opportunities for businesses.