一、消费者调研的定义和内容

Consumer research, also known as consumer market research, refers to the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level, etc., and the use of various markets Research techniques and methods are used to study the realization of their own wishes and needs of consumer groups through the stages of cognition, attitude, motivation, choice, decision-making, purchase, and use. 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 main contents of consumer research include:

- 消费者基本情况分析，包括消费者的人口统计特征（如年龄、性别、教育、职业、收入、家庭结构等）、地理特征（如居住地、城市化程度、区域差异等）、心理特征（如个性、生活方式、价值观、消费观等）、社会特征（如社会阶层、参照群、 opinion leader 等）等，以及这些特征的变动情况和发展趋势。

- 消费者购买动机和认知能力分析，包括消费者的需求层次、需求类型、需求强度、需求结构、需求动态等，以及消费者对产品的知识、信念、态度、意向、忠诚等，以及这些因素的形成和影响机制。

-Consumer purchase behavior and process analysis, including consumer purchase decision type, purchase decision process, purchase decision participants, purchase decision influencing factors, purchase decision model, etc., as well as consumer purchase behavior characteristics, purchase behavior patterns, purchase behavior changes.

-Analysis of consumer use and evaluation behavior, including consumer use behavior characteristics, use behavior patterns, use behavior changes, etc., as well as consumer satisfaction with the product, loyalty, complaint behavior, conversion behavior, word-of-mouth communication, etc., as well as the influence factors and consequences of these behaviors.

Methods and techniques for 2. consumer research

消费者调研的方法和技术主要分为定性分析和定量分析两大类，定性分析主要用于发现和探索消费者的深层次的需求、动机、态度等，定量分析主要用于验证和度量消费者的行为、特征、偏好等。常用的消费者调研的方法和技术如下：

- 定性分析方法和技术，包括：

焦点小组讨论（Focus Group Discussion），是指由一位主持人引导6-12位消费者就某一主题进行自由讨论的方法，可以获得消费者的直接反馈、深入见解、丰富细节等。

In-depth interview (In-depth Interview) refers to the method of face-to-face semi-structured or unstructured interview with a consumer by an interviewer, which can obtain personalized information, hidden needs, psychological motivation, etc.

Projection technology (Projective Technique) refers to the use of some indirect, vague, polysemous stimulation materials, so that consumers can express their feelings, ideas, associations and other methods, can obtain the consumer's subconscious, difficult to express emotions, real attitude and so on.

Observation method (Observation) refers to the method of directly or indirectly observing consumers' behavior, expression, scene, etc., to obtain consumers' actual behavior, behavior environment, behavior influence, etc.

The experimental method (Experiment) refers to the method of observing consumers' reactions to different stimuli by controlling some variables, and can obtain consumers' behavioral causality, behavioral sensitivity, and behavioral changes.

-Quantitative analysis methods and techniques, including:

问卷调查（Questionnaire Survey），是指通过设计一套标准的、结构化的、封闭式的问题，让消费者填写或回答的方法，可以获得消费者的基本信息、行为数据、态度评分等。

Experimental design (Experimental Design) refers to the design of some different experimental conditions, so that consumers can choose or evaluate under different conditions, can obtain the consumer's preference structure, important attributes, the best combination and so on.

Quantitative analysis (Quantitative Analysis) refers to the analysis and interpretation of consumer data by using some statistical methods to obtain consumer data characteristics, data relationships, data models, etc. Commonly used statistical analysis methods are:

描述性分析（Descriptive Analysis），是指对消费者数据进行基本的描述和汇总，如计算平均数、标准差、频数、百分比等，以及绘制图表、表格等，以展示消费者数据的分布和特点。

相关性分析（Correlation Analysis），是指对消费者数据之间的线性关系进行度量和检验，如计算皮尔逊相关系数、斯皮尔曼秩相关系数等，以及绘制散点图等，以展示消费者数据之间的相关程度和方向。

因子分析（Factor Analysis），是指对消费者数据进行降维和分类，如提取主成分、旋转因子、计算因子负荷等，以及绘制因子图等，以展示消费者数据的内在结构和主要因素。

Cluster analysis (Cluster Analysis) refers to the grouping and division of consumer data, such as selecting distance measures, determining the number of clusters, selecting clustering methods, and drawing tree diagrams to show the similarities and differences of consumer data.

判别分析（Discriminant Analysis），是指对消费者数据进行分类和预测，如确定判别变量、计算判别函数、检验判别效果等，以及绘制判别图等，以展示消费者数据的区分能力和分类准确率。

回归分析（Regression Analysis），是指对消费者数据进行拟合和推断，如选择回归模型、估计回归参数、检验回归假设等，以及绘制回归图等，以展示消费者数据的函数关系和预测能力。

Techniques and models for 3. consumer research

The technology and model of consumer research mainly refers to the process of collecting, analyzing, interpreting and applying consumer data by using some advanced, innovative and professional technologies and models to improve the efficiency and effectiveness of consumer research. Commonly used consumer research techniques and models are as follows:

-Big Data technology (Big Data Technology) refers to the technology that uses the Internet, mobile devices, social media and other channels to collect and process massive, diverse, and real-time consumer data, and can obtain comprehensive, in-depth, Dynamic information and insight.

-Artificial intelligence technology (Artificial Intelligence Technology) refers to the technology that uses machine learning, deep learning, natural language processing and other methods to simulate and expand human intelligence, and intelligently analyze and apply consumer data, so as to obtain accurate, personalized and intelligent services and experiences for consumers.

-Neuroscience technology (Neuroscience Technology) refers to the use of EEG, functional magnetic resonance imaging, eye tracker and other equipment to measure and record the brain activity and physiological response of consumers, which can obtain the hidden, real and emotional needs and preferences of consumers.

-Behavioral economics model (Behavioral Economics Model) refers to the use of psychology, sociology and other disciplines of the theory and methods, the irrational behavior of consumers to explain and predict the model, can obtain the consumer's psychological deviation, behavior law, decision-making influence.

-Value co-creation model (Value Co-creation Model) refers to the consumer as the main body and participants of value co-creation, interaction and collaboration with enterprises, co-create value model, can obtain consumer participation, satisfaction, loyalty and so on.

-Consumer journey model (Consumer Journey Model), refers to the consumer's purchase process is divided into different stages, analysis of consumer behavior and demand at each stage of the model, can obtain consumer touch points, pain points, optimization points and so on.

Study and Promotion of 4. Consumer Research

The learning and improvement of consumer research refers to the process of improving the quality and effect of consumer research by constantly learning and improving their knowledge and skills to adapt to market changes and consumer diversification. The ways and suggestions for learning and improving consumer research are as follows:

-Pay attention to the changes and trends of consumers, and understand the changes and development trends of consumers' basic characteristics, behavior patterns, demand dynamics, etc., as well as changes in the market environment, competition, opportunities, etc. by reading professional books, periodicals, reports, etc. And influence to maintain the timeliness and pertinence of consumer research.

-Using multiple data sources and analysis methods, collecting and analyzing qualitative and quantitative data of consumers by using different channels, tools, technologies, etc., as well as combining subjective and objective data of consumers, in order to improve the comprehensiveness and effectiveness of consumer research.

-Use innovative technologies and tools to improve the efficiency and effectiveness of consumer research by learning and mastering some advanced, innovative and professional technologies and tools, such as big data technology, artificial intelligence technology, neuroscience technology, etc.

-Combined with actual cases and experience, through participating in and observing some successful or failed consumer research cases, as well as learning and summarizing some consumer research experiences and lessons, in order to improve the practicality and operability of consumer research.

-Continuously update knowledge and skills, by participating in some consumer research trainings, courses, seminars, etc., and communicating and communicating with some consumer research experts, peers, consumers, etc., to improve the knowledge and skills of consumer research Level.