Purpose of 1. Consumer Research

The purpose of consumer research is to obtain valuable information to support business decisions and actions. Specifically, consumer research can help businesses:

Understand the size, structure, trends and competitive conditions of the market, and assess market opportunities and risks;

Identify the characteristics, needs, preferences, behaviors and satisfaction of target consumers, and establish consumer portraits and hierarchical models;

Determine the positioning, differentiation and core value of the product or service, and design the function, form and price of the product or service;

Formulate brand name, logo, image and slogan, establish brand awareness, attitude and loyalty;

Select appropriate channels, media and methods, and formulate effective promotion, distribution and after-sales strategies;

Monitor and evaluate the effectiveness and feedback of marketing activities, optimize and adjust marketing plans and budgets.

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 in-depth exploration of consumers' psychology, motivation, attitudes and feelings in an unstructured or semi-structured way to obtain deep insights from consumers. Commonly used qualitative research methods are: focus group discussion, in-depth interview, scenario simulation, metaphor stimulation, project method, etc.

Quantitative research refers to the collection and analysis of consumer data in a structured way to obtain a statistical description of consumer behavior and characteristics. The commonly used quantitative research methods are: questionnaire survey, experimental design, observation method, scanning data analysis and so on.

Qualitative research and quantitative research complement each other, in general, qualitative research can be used to identify problems, make hypotheses, generate ideas, quantitative research can be used to verify problems, test hypotheses, evaluate ideas. In practice, the appropriate research method should be selected according to the research purpose, object, content, time, cost and other factors, or a combination of multiple methods should be used to improve the effectiveness and reliability of the research.

Steps to 3. Consumer Research

The steps of consumer research generally include the following stages:

Determine the purpose and problem of the research: clarify the background, objectives, scope and problems of the research, and sort out the logic and framework of the research;

Design research programs and tools: select appropriate research methods, samples, data sources and analysis methods, design research processes and timetables, prepare research tools and materials, such as interview outlines, questionnaires, stimuli, etc;

Implement data collection and processing: according to the research plan, organize and implement data collection and entry, clean, organize and process the data, and ensure the integrity and accuracy of the data;

Data analysis and interpretation: using appropriate statistical methods and software, descriptive and inferential analysis of the data, extracting key information and laws of the data, explaining the meaning and enlightenment of the data;

Writing research reports and recommendations: Based on the results of the data analysis, writing research reports summarizing the main findings andConclusion, put forward targeted suggestions and action plans, and give visual charts and attachments.

Considerations for 4. Consumer Research

Consumer research is a complex and professional work, need to pay attention to the following aspects:

The research objectives and questions should be clear and specific, avoid being too broad or vague, and be operable and measurable;

The research plan and tools should be scientific and reasonable, avoid using inappropriate methods or tools, and consider the effectiveness and efficiency of the research;

Data collection and processing should be standardized and rigorous, to avoid data missing, errors or deviations, to ensure the quality and consistency of data;

Data analysis and interpretation should be objective and in-depth, to avoid misreading, misinterpretation or over-interpretation of the data, to have the support and basis of the data;

Research reports and recommendations should be clear and useful, avoid complex terminology or formulas, and be logically structured and expressed.

The Case of 5. Consumer Research

In order to give you a better understanding of the practical application of consumer research, the following are some specific cases of Shangpu consulting service customers (for reference only):

A home appliance brand wants to develop a smart air purifier. Shangpu Consulting surveyed 1000 home users through online questionnaires to understand their use, needs, preferences and expectations of air purifiers, and tested them through laboratory experiments. Their willingness and satisfaction with air purifiers with different functions, designs and prices. Based on data analysis, Shangpu Consulting put forward the market positioning, product design, price strategy and marketing suggestions of air purifiers for customers, helping customers successfully launch new products and obtain good market response.

A fast food brand wants to know consumers' satisfaction and loyalty to its products and services. Shangpu Consulting surveyed 500 consumers through telephone interviews and on-site interviews, and learned about their choice, evaluation, repeat purchase and recommend of fast food brands. Through factor analysis and cluster analysis, consumers are divided into four different types, namely: loyal, satisfied, picky and dissatisfied, the characteristics, needs and improvement points of each type of consumer are analyzed. Based on data analysis, Shangpu Consulting puts forward specific measures and suggestions for customers to improve consumer satisfaction and loyalty, helping customers to improve brand image and market share.

A cosmetics brand wants to explore consumers' acceptance and preference for its new products. Shangpu Consulting invited 100 consumers to participate in the trial and evaluation of the new products through WeChat community and online community. Through focus group discussions and in-depth interviews, it learned their feelings, opinions and suggestions on the new products, and stimulated their creativity and imagination of the new products through scenario simulation and metaphor stimulation. Based on data analysis, Shangpu Consulting has put forward the advantages, disadvantages, opportunities and threats of new products, as well as the improvement direction and marketing strategy of new products, helping customers successfully enter new markets and consumer groups.

6. the professional services and advantages of Champ Consulting

Shangpu Consulting is a professional market research and consulting company with many years of experience and capabilities in consumer research, providing a full range of consumer research services to customers in various industries, including:

Consumer insight: through qualitative and quantitative research methods, in-depth understanding of consumer needs, preferences, behavior and satisfaction, to provide customers with valuable consumer insight, to help customers develop more effective marketing strategies and product innovation;

Market opportunities: through market analysis and forecasting, assess the size, structure, trends and competitive situation of the market, provide potential market opportunities for customers, and help customers to develop new markets and customers;

Product innovation: through product testing and evaluation, determine the positioning, differentiation and core value of products or services, provide customers with creative product innovation, and help customers improve the competitiveness and attractiveness of products or services;

Brand building: through brand recognition and evaluation, the establishment of brand name, logo, image and slogan, to provide customers with influential brand building, to help customers improve brand awareness, attitude and loyalty;

Marketing optimization: Through marketing monitoring and evaluation, select the appropriate channels, media and methods to provide customers with effective marketing optimization to help customers achieve marketing goals and budgets.

The advantages of Champ Consulting are:

Have a professional research team, with rich industry knowledge and experience, to provide customers with customized research programs and tools;

With advanced research equipment and software, it can provide customers with high-quality data collection and analysis to ensure the accuracy and reliability of data;

Have innovative research methods and technology, can provide customers with in-depth data interpretation and insight, provide data meaning and enlightenment;

Have practical research experience and cases, be able to provide clients with useful research reports and recommendations, and provide action plans and guidance.

Shangpu Consulting not only provides customers with consumer research services, but more importantly, Shangpu Consulting can help customers turn consumer insights into actions and achieve market goals. The service philosophy of Shangpu Consulting is: consumer-centered, data-driven, action-oriented, and result-oriented.

Conclusion

Consumer research is an important and valuable work, which can help enterprises understand consumers, satisfy consumers and win consumers. However, consumer research is also a complex and professional work, which requires scientific methods, rigorous steps, objective analysis, and useful suggestions. As a professional market research and consulting company, Shangpu Consulting can provide you with high-quality consumer research services to help you turn consumer insights into actions and achieve market goals. If you have any consumer research needs or questions, welcome to contact us, we will be happy to serve you.