Definition and content of 1. consumer research

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:

-Analysis of consumers' basic situation, including consumers' demographic characteristics (such as age, gender, education, occupation, income, family structure, etc.), geographical characteristics (such as residence, urbanization degree, regional differences, etc.), psychological characteristics (such as personality, lifestyle, values, consumption concept, etc.), social characteristics (such as social class, reference group, opinion leader, etc.), and the changes and trends of these characteristics.

-Analysis of consumer purchase motivation and cognitive ability, including consumer demand levels, demand types, demand intensity, demand structure, demand dynamics, etc., as well as consumer knowledge, beliefs, attitudes, intentions, loyalty, etc., and the formation and influence mechanisms of these factors.

-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

The methods and techniques of consumer research are mainly divided into two categories: qualitative analysis and quantitative analysis. Qualitative analysis is mainly used to discover and explore the deep-seated needs, motivations and attitudes of consumers, while quantitative analysis is mainly used to verify and measure consumers' behaviors, characteristics and preferences. Commonly used consumer research methods and techniques are as follows:

-Qualitative analysis methods and techniques, including:

Focus group discussion (Focus Group Discussion) refers to a method in which a moderator guides 6-12 consumers to discuss a topic freely, which can obtain direct feedback, in-depth insights, and rich details from consumers.

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:

Questionnaire (Questionnaire Survey) refers to the method of designing a set of standard, structured and closed questions for consumers to fill in or answer, so as to obtain consumers' basic information, behavioral data, attitude scores and so on.

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:

Descriptive analysis (Descriptive Analysis) refers to the basic description and summary of consumer data, such as calculating averages, standard deviations, frequencies, percentages, etc., as well as drawing charts, tables, etc., to show the distribution and characteristics of consumer data.

Correlation analysis (Correlation Analysis) refers to the measurement and testing of linear relationships between consumer data, such as calculating Pearson correlation coefficients, Spearman rank correlation coefficients, etc., and plotting scatter plots to show the degree and direction of correlation between consumer data.

Factor analysis (Factor Analysis) refers to the reduction and classification of consumer data, such as extracting main components, rotating factors, calculating factor loads, and plotting factor graphs to show the internal structure and main factors of consumer data.

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.

Discriminant analysis (Discriminant Analysis) refers to the classification and prediction of consumer data, such as determining discriminant variables, calculating discriminant functions, testing discriminant effects, and drawing discriminant graphs to demonstrate the discrimination ability and classification accuracy of consumer data.

Regression analysis (Regression Analysis) refers to the fitting and inference of consumer data, such as selecting regression models, estimating regression parameters, testing regression hypotheses, and drawing regression graphs to show the functional relationship and predictive power of consumer data.

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.