Purpose of 1. Consumer Research

The purpose of consumer research is to obtain consumer-related information, including consumer basic characteristics, buying behavior, usage habits, demand motivation, satisfaction evaluation, mental models, etc., as well as market size, structure, competition, trends, etc. Through consumer research, enterprises can analyze the current situation and problems of the market from the perspective of consumers, find out the needs and pain points of consumers, tap the potential value and opportunities of consumers, so as to formulate products or services that meet the needs of consumers and the market environment, improve consumer satisfaction and loyalty, and enhance the competitiveness and profitability of enterprises.

The purpose of consumer research can be specified from the following aspects:

-Understand the needs of consumers. Consumer demand refers to the expectations and requirements of consumers for products or services, and is the driving force of consumer purchase behavior. Consumer demand can be divided into explicit demand and latent demand, explicit demand is the demand that consumers can clearly express, and latent demand is the demand that consumers are difficult to detect or express. Through consumer research, companies can understand the explicit and potential needs of consumers, as well as the level, intensity, changes and differences of needs, so as to design products or services that meet consumer needs, or improve existing products or services. Improve consumer satisfaction and loyalty.

-Understand consumer perceptions. Consumer cognition refers to the knowledge, understanding, evaluation and belief of consumers about products or services, which is the basis for consumers to form attitudes and make decisions. Consumers' cognition is influenced by many factors, such as personal experience, learning, motivation, emotion, values, etc., as well as external information, advertising, social influence, etc. Through consumer research, enterprises can understand consumers' cognitive level, cognitive content, cognitive differences and cognitive biases of products or services, so as to formulate appropriate information dissemination and brand building strategies, improve consumers' awareness and cognitive quality, and enhance consumers' trust and preference.

-Understand consumer attitudes. The attitude of consumers refers to the preferences, tendencies and emotions of consumers for products or services, and is the guiding force of consumer purchase behavior. The attitude of consumers is composed of three components: cognition, emotion and behavior. Cognition is the evaluation of products or services, emotion is the feeling of products or services, and behavior is the intention or actual purchase of products or services. Through consumer research, enterprises can understand the formation of consumers' attitudes towards products or services, attitude structure, attitude intensity and attitude changes, so as to formulate effective attitude change and attitude maintenance strategies, improve consumers' attitude enthusiasm and stability, and promote consumers' buying behavior.

-Understand the motivations of consumers. Consumer motivation refers to the internal driving force of consumer purchase behavior, which is the motivation of consumer purchase behavior. Consumer motivation can be divided into rational motivation and emotional motivation, rational motivation is based on the needs and interests of consumers, emotional motivation is based on the embodiment of consumers' emotions and values. Through consumer research, companies can understand the type of motivation, motivation level, motivation intensity and motivation differences of consumers, so as to formulate product or service characteristics, price strategies, promotion methods and communication methods that meet the consumer's motivation, and stimulate consumers' desire to buy And action.

-Understand consumer behavior. Consumer behavior refers to the specific behavior of consumers in the process of purchasing, using and disposing of products or services, which is the external manifestation of consumer demand, cognition, attitude and motivation. Consumer behavior can be divided into purchase behavior and use behavior. Purchase behavior refers to the decisions and choices made by consumers in the process of purchasing products or services, and use behavior refers to the satisfaction and loyalty of consumers in the process of using products or services. Through consumer research, companies can understand consumers' purchase process, purchase frequency, purchase volume, purchase scenarios, purchase channels, purchase methods, etc., as well as consumers' use process, use effect, use evaluation, use recommendations, etc., so as to evaluate products Or the market performance and market potential of the service, optimize the function and quality of the product or service, and improve consumer satisfaction and loyalty.

-Understand the market environment. The market environment refers to the various external factors that affect consumers and enterprises, including political, legal, economic, social, cultural, technological, natural and so on. The market environment has a direct or indirect impact on consumers' needs, perceptions, attitudes, motivations and behaviors, and also restricts or promotes the development, production, sales and management of a company's products or services. Through consumer research, enterprises can understand the environmental changes and trends of the market, as well as the impact and challenges on consumers and enterprises, so as to formulate product or service innovation and upgrading to adapt to the market environment, seize the opportunities and advantages of the market, and deal with the risks and threats of the market.

Content of 2. Consumer Research

The content of consumer research refers to the various topics and issues involved in consumer research, which is the core and focus of consumer research. The content of consumer research can be classified and selected according to different purposes and objects. In general, the content of consumer research can be divided into the following categories:

-Market analysis. Market analysis refers to the systematic analysis of the scale, structure, competition and trends of the market to understand the current situation and development direction of the market, as well as the opportunities and threats of the market. Market analysis includes market demand analysis, market segmentation analysis, market positioning analysis, market competition analysis, market forecast analysis, etc. Market analysis can help enterprises to determine the target market and target consumers, formulate reasonable market strategy and market objectives.

-Product analysis. Product analysis refers to the systematic analysis of product functions, characteristics, quality, price, packaging, brand and other aspects to understand the advantages and disadvantages of the product, as well as the direction of product improvement and innovation. The content of product analysis includes product attribute analysis, product life cycle analysis, product portfolio analysis, product pricing analysis, product packaging analysis, product brand analysis, etc. Product analysis can help enterprises to optimize the design and development of products, improve the competitiveness and attractiveness of products.

-Consumer analysis. Consumer analysis refers to the systematic analysis of consumer characteristics, behavior, psychology and other aspects to understand consumer demand and satisfaction, as well as consumer influence factors and decision-making process. The content of consumer analysis includes consumer characteristic analysis, consumer behavior analysis, consumer psychological analysis, consumer satisfaction analysis, consumer loyalty analysis, consumer decision analysis, etc. Consumer analytics can help companies gain insight into consumer needs and pain points, improving consumer satisfaction and loyalty.

-Marketing analysis. Marketing analysis refers to the systematic analysis of marketing objectives, strategies, combinations, and effects to understand the strengths and weaknesses of marketing, as well as the direction of marketing improvement and optimization. Marketing analysis includes marketing objective analysis, marketing strategy analysis, marketing mix analysis, marketing effectiveness analysis, marketing evaluation analysis, etc. Marketing analysis can help companies develop effective marketing plans and measures to improve the efficiency and effectiveness of marketing.

Methods of 3. Consumer Research

The method of consumer research refers to the technology and means of data collection and data analysis used in consumer research, and is the tool and way of consumer research. The method of consumer research can be classified and selected according to different data types and data sources. In general, consumer research methods can be divided into the following two categories:

-Qualitative research. Qualitative research refers to the collection and analysis of non-numerical data such as consumer speech, behavior, and emotion through unstructured or semi-structured methods to obtain in-depth consumer information and insights. Qualitative research methods include in-depth interviews, focus groups, observation, experimental methods, and case studies. Qualitative research can help companies discover the potential needs and motivations of consumers, tap the psychology and emotions of consumers, and explore the meaning and value of consumers.

-Quantitative research. Quantitative research refers to the collection and analysis of numerical data such as the number, frequency and proportion of consumers in a structured or standardized way to obtain information on the breadth and universality of consumers.Conclusion. The methods of quantitative research include questionnaire survey, telephone interview, network survey, scan data, panel data and so on. Quantitative research can help companies measure consumer demand and satisfaction, analyze consumer behavior and characteristics, and verify consumer assumptions and relationships.

4. consumer research techniques

The technology of consumer research refers to the various statistical and psychological analysis and interpretation methods and models used in consumer research, which is the support and guarantee of consumer research. The technology of consumer research can be classified and selected according to different analysis objectives and levels of analysis. Generally speaking, the technology of consumer research can be divided into the following categories:

-Descriptive analysis. Descriptive analysis refers to the basic description and generalization of consumer data to understand the distribution and characteristics of the data, as well as the associations and differences between the data. Descriptive analysis techniques include frequency analysis, percentage analysis, mean analysis, standard deviation analysis, correlation analysis, and variance analysis. Descriptive analysis can help companies understand the basic situation and basic laws of consumers, and provide preliminary information and basis for data.

-Intriguing analysis. Inferential analysis refers to the inference and prediction of consumer data to understand the cause and effect of the data, as well as the future and trends of the data. The techniques of inferential analysis include regression analysis, factor analysis, cluster analysis, discrimination analysis, main component analysis, time series analysis, etc. Intriguing analysis can help companies understand the deep-seated causes and effects of consumers and provide further explanations and suggestions for the data.

-Explanatory analysis. Explanatory analysis refers to the interpretation and understanding of consumer data to understand the meaning and value of the data, as well as the enlightenment and inspiration of the data. The techniques of interpretive analysis include content analysis, discourse analysis, narrative analysis, metaphor analysis, symbolic analysis and so on. Interpretive analysis can help companies understand the psychology and emotions of consumers, providing data with the ultimate insight and innovation.

Application of 5. Consumer Research

The application of consumer research refers to the embodiment and utilization of the results and value of consumer research in the actual operation and management of enterprises, which is the purpose and significance of consumer research. The application of consumer research can be classified and selected according to different application fields and application methods. Generally speaking, the application of consumer research can be divided into the following categories:

-Product development. Product development refers to the design and development of new or improved products or services based on consumer demand and market environment to meet consumer demand and market competition. The application of consumer research in product development can help companies determine the target market and target consumers of the product, determine the function and characteristics of the product, determine the price and brand of the product, determine the testing and evaluation methods and standards of the product, and determine the promotion and sales strategy of the product. Consumer research can make product development more in line with consumer demand and market environment, improve product success rate and market share.

-Marketing. Marketing refers to the design and implementation of various marketing objectives, strategies, combinations and measures based on consumer behavior and psychology to influence and promote consumer buying behavior. The application of consumer research in marketing can help companies determine marketing objectives and target markets, determine marketing strategies and combinations, including products, prices, channels, promotions, services, etc., determine marketing effectiveness and evaluation methods and standards, and determine the direction of marketing improvement and optimization. Consumer research can make marketing more in line with consumer behavior and psychology, improve the efficiency and effectiveness of marketing.

-Business management. Enterprise management refers to the design and implementation of various management objectives, strategies, systems and measures according to the satisfaction and loyalty of consumers, so as to improve the internal and external relations and performance of enterprises. The application of consumer research in enterprise management can help enterprises to determine the management objectives and target consumers, determine the management strategies and systems, including quality management, service management, relationship management, innovation management, etc., determine the management effect and evaluation methods and standards, and determine the direction of management improvement and optimization. Consumer research can make business management more in line with consumer satisfaction and loyalty, and improve the competitiveness and profitability of enterprises.

The Value of 6. Consumer Research

The value of consumer research refers to the positive impact and contribution of consumer research on the development and growth of enterprises, which is the ultimate goal and significance of consumer research. The value of consumer research can be specified in the following areas:

-Increase consumer satisfaction. Consumer satisfaction refers to the gap between consumers' expectations and actual feelings about products or services, and is the overall evaluation and feedback of consumers on products or services. Consumer satisfaction is an important indicator to measure the quality of products or services, and it is also a key factor affecting consumer loyalty and word-of-mouth. Consumer research can help companies understand the needs and satisfaction of consumers, as well as the various factors that affect consumer satisfaction, so as to provide suggestions and solutions to improve and enhance consumer satisfaction, improve consumer satisfaction and loyalty, and increase consumer repeat purchases and recommend.

-Enhancing market competitiveness. Market competitiveness refers to the advantages and position of an enterprise in the market relative to its competitors, and is the ability of an enterprise to survive and develop in the market. Market competitiveness is an important indicator to measure the level of enterprise development, and it is also a key factor affecting the profitability of enterprises. Consumer research can help companies understand the market environment and competition, as well as the various factors that affect market competitiveness, so as to provide suggestions and solutions to improve and optimize market competitiveness, increase their market share and market share, and increase their income and profits.

-Promote product innovation. Product innovation refers to the creativity and innovation of enterprises in product design and development, and is the ability of enterprises to lead and break through in products. Product innovation is an important index to measure the level of enterprise innovation, and it is also a key factor affecting the competitive advantage of enterprises. Consumer research can help companies understand the needs and motivations of consumers, as well as various factors that affect product innovation, so as to provide suggestions and solutions to stimulate and enhance product innovation, improve product quality and product differentiation, and increase the company's Product attractiveness and product influence.

-Enhance corporate image. Corporate image refers to the overall impression and cognition of consumers to the enterprise, and is the embodiment of the existence and value of the enterprise in the hearts of consumers. Corporate image is an important indicator to measure the level of corporate brand, and it is also a key factor affecting corporate credibility and reputation. Consumer research can help companies understand consumers' perceptions and attitudes, as well as various factors that affect corporate image, so as to provide suggestions and solutions for shaping and improving corporate image, improve corporate visibility and reputation, and increase corporate loyalty Customers and potential customers.