Myth 1: Over-reliance on quantitative data and neglect of qualitative data

Quantitative data refers to data that can be described and analyzed by numerical or statistical methods, such as the age, gender, income, frequency of purchase, purchase volume, etc. Quantitative data has the advantages of objectivity, accuracy and comparability, which can reflect the basic characteristics and behavior patterns of consumers, and is an important basis for consumer research. However, quantitative data also has its limitations. It cannot fully reveal consumers' psychological motives, attitudes, feelings and expectations, nor can it reflect consumers' personalized and diversified needs. Therefore, if we rely too much on quantitative data and ignore qualitative data, it may lead to one-sided and superficial consumer research, and we can not deeply understand the real thoughts and needs of consumers.

Qualitative data refers to data that can be described and analyzed in non-digital forms such as language or images, such as consumers' opinions, feelings, stories, metaphors, etc. Qualitative data has the advantages of depth, richness and flexibility, which can reveal the psychological motivation, attitude, feeling and expectation of consumers, and can also reflect the personalized and diversified needs of consumers. Qualitative data is an important supplement to consumer research, which can help companies better understand the internal needs and values of consumers, so as to provide more targeted and differentiated products and services. Therefore, consumer research should take into account both quantitative and qualitative data, combined with different research methods, such as questionnaires, interviews, observations, experiments, etc., in order to obtain more comprehensive and in-depth consumer insights.

For example, Champ Consulting once conducted consumer research for a car brand to understand consumers' needs and preferences for cars, as well as brand awareness and evaluation. Champ Consulting uses a combination of quantitative and qualitative data to collect basic consumer information and buying behavior through questionnaires, consumer views and feelings through in-depth interviews and focus group discussions, and consumer stories and metaphors through scenario simulations and linked ideas. Through this research method, Shangpu Consulting not only found consumers' needs for the functionality, safety, comfort and energy saving of cars, but also found consumers' emotional, social and personalized needs for cars, as well as expectations for brand trust, respect and sense of belonging. These qualitative data provide automotive brands with deeper and more detailed consumer insights and help them formulate more effective product development and brand communication strategies.

Myth 2: Excessive pursuit of representation, ignoring market segments

Representation means that the research sample can reflect the overall characteristics and distribution, which is the basic requirement of consumer research. Representation can ensure the credibility and universality of the research results, which is the regular practice of consumer research. However, representativeness also has its limitations. It cannot reflect the diversity and variability of the market, nor can it meet the personalized and differentiated needs of consumers. Therefore, if we excessively pursue representativeness and ignore market segments, it may lead to mediocrity and generalization of consumer research, and fail to discover new needs and opportunities of consumers.

Market segmentation refers to the division of the market into a number of relatively balanced and relatively independent sub-markets according to the different characteristics and needs of consumers, which is an important means of consumer research. Market segments can reflect the diversity and variability of the market, and can also meet the personalized and differentiated needs of consumers. Market segmentation is an important innovation of consumer research, which can help enterprises better position the target market and target consumers, so as to provide more competitive and attractive products and services. Therefore, consumer research should take into account the representativeness and market segmentation, and combine different segmentation criteria, such as geography, population, psychology, behavior, etc., to find more potential and valuable consumer groups.

For example, Champ Consulting once conducted consumer research for a milk tea brand to understand consumers' needs and preferences for milk tea, as well as brand awareness and evaluation. Shangpu Consulting adopts the method of combining representativeness and market segmentation, collects the basic information and purchase behavior of consumers through sampling survey, divides the different market segments of consumers through cluster analysis and factor analysis, evaluates the different needs and preferences of consumers through comparative analysis and correlation analysis, and analyzes the different cognition and evaluation of consumers through brand map and brand image. Through this research method, Shangpu Consulting not only found consumers' demand for the taste, price, health and environmental protection of milk tea, but also found consumers' demand for the mood, social and personality of milk tea. as well as expectations for the quality, style and attitude of the brand. These market segments provide milk tea brands with more accurate and detailed consumer insights, and help them formulate more effective market segmentation strategies and brand positioning strategies.

Myth 3: Excessive attention to satisfaction, ignoring emotion and value

Satisfaction refers to consumers' evaluation of the quality, performance, and effectiveness of products or services, and is a common indicator of consumer research. Satisfaction can reflect whether the basic needs and expectations of consumers are met, which is the basic purpose of consumer research. However, satisfaction also has its limitations. It cannot reflect the high-level needs and expectations of consumers, nor can it reflect the long-term loyalty and recommend of consumers. Therefore, if we pay too much attention to satisfaction and ignore emotion and value, it may lead to short-sightedness and singleness in consumer research, and it is impossible to establish deep-seated connections and relationships among consumers.

Emotion refers to the evaluation of consumers' feelings, emotions and attitudes towards products or services, and is an important indicator of consumer research. Emotion can reflect whether the high-level needs and expectations of consumers are met, which is an important purpose of consumer research. Emotion is an important value-added of consumer research, which can help companies better stimulate consumer interest, love, trust and loyalty, thereby improving consumer satisfaction and loyalty. Therefore, consumer research should take into account satisfaction and emotion, combined with different emotional measurement methods, such as emotional scale, emotional vocabulary, emotional icons, etc., to establish consumer emotional connections and relationships.

Value refers to consumers' evaluation of the benefits, significance and contribution of products or services, and is an important indicator of consumer research. Value can reflect whether the highest level needs and expectations of consumers are met, which is the ultimate goal of consumer research. Value is an important innovation in consumer research, which can help companies better enhance consumer recognition, respect, belonging and recommend, thereby improving consumer satisfaction and loyalty. Therefore, consumer research should take into account satisfaction and value, combining different value measurement methods, such as value chain, value map, value proposition, etc., in order to establish the value connection and relationship of consumers.

For example, Champ Consulting once conducted consumer research for a hotel brand to understand consumers' needs and preferences for hotels, as well as brand awareness and evaluation. Shangpu Consulting adopts the method of combining satisfaction, emotion and value. Through satisfaction survey, it collects consumers' evaluation of hotel service quality, facility environment, price rationality and so on. Through emotional survey, it collects consumers' evaluation of hotel feelings, emotions and attitudes, and collects consumers' evaluation of hotel benefits, significance and contribution through value survey. Through this research method, Shangpu Consulting not only found the basic needs and expectations of consumers for the hotel, but also found the high-level needs and expectations of consumers for the hotel, as well as the recognition, respect, belonging and recommend of the brand. These satisfaction, emotion and value provide hotel brands with more comprehensive and in-depth consumer insights, helping them to develop more effective service optimization and brand building strategies.

Myth 4: Overemphasis on research results and neglect of research process

Research results refer to the output of consumer research, such as data, analysis, reports, etc., which are the visible results of consumer research. Research results can reflect the needs and preferences of consumers and are the available value of consumer research. However, the results of the survey also have their limitations. It does not reflect the changes and dynamics of consumers, nor does it reflect consumer participation and interaction. Therefore, if we overemphasize the research results and ignore the research process, it may lead to the static and passive research of consumers, and can not realize the continuous and active of consumers.

The research process refers to the input of consumer research, such as design, implementation, communication, etc., which is the invisible result of consumer research. The research process can reflect the changes and dynamics of consumers and is the potential value of consumer research. The research process is an important guarantee for consumer research, which can help companies better adapt to market changes and challenges, thereby improving the quality and effectiveness of consumer research. Therefore, consumer research should take into account the research results and the research process, combined with different research design and implementation methods, such as collaborative design, co-creation experiments, story-based communication, etc., in order to achieve consumer sustainability and initiative.

For example, Champ Consulting once conducted consumer research for a cosmetics brand to understand consumers' needs and preferences for cosmetics, as well as brand awareness and evaluation. Shangpu Consulting adopts the method of combining research results and research process. Through the research results, it collects consumers' data, analysis, reports, etc., and participates in the design, implementation and communication of consumers through the research process. Through this research method, Champ Consulting not only discovered consumers' needs and preferences for cosmetics, but also discovered consumers' changes and dynamics in cosmetics, as well as their participation and interaction with brands. These findings and research processes provide cosmetics brands with more dynamic and proactive consumer insights, helping them to develop more flexible and innovative product development and brand communication strategies.

Conclusion

Consumer research is an important means of marketing, which can help enterprises understand the needs, preferences, satisfaction and loyalty of consumers, so as to formulate effective marketing strategies. However, there are also some common misunderstandings in consumer research. If you don't pay attention to it, it may lead to distortion and deviation of research results, and affect the decision-making and action of enterprises. Based on the practical experience of Shangpu Consulting, this paper analyzes the four major misunderstandings of consumer research, namely: over-reliance on quantitative data, ignoring qualitative data. This paper also puts forward the corresponding coping strategies, hoping to provide some reference and enlightenment for enterprises to carry out effective consumer research.