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2024-07-18 16:48:42 Source: Champu Consulting Visits:0
Purpose of 1. Consumer Research
The purpose of consumer research is to obtain relevant information about consumers in order to provide a basis for business decisions. Consumer research information can be divided into the following categories:
Consumer demand: refers to consumers' expectations and requirements for products or services, including functions, quality, price, service, etc.
Consumer cognition: refers to the consumer's knowledge and understanding of the product or service, including awareness, awareness, attitude, preference, etc.
Consumer motivation: refers to the driving force of consumers to buy or use products or services, including rational motivation and emotional motivation.
Consumer behavior: refers to the specific performance of consumers purchasing or using products or services, including purchase frequency, purchase volume, purchase channels, purchase timing, purchase methods, etc.
Consumer psychology: refers to the psychological state and process of consumers purchasing or using products or services, including satisfaction, loyalty, trust, participation, word-of-mouth and so on.
Through consumer research, enterprises can understand whether the needs of consumers are met, whether the cognition of consumers is consistent with the goals of the enterprise, whether the motivation of consumers is consistent with the values of the enterprise, whether the behavior of consumers is consistent with the strategy of the enterprise, and whether the psychology of consumers is in harmony with the image of the enterprise. Based on this information, companies can formulate or adjust strategies in product development, market positioning, brand building, marketing promotion, customer relations, etc. to improve market competitiveness and profitability.
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 collection and analysis of consumers' subjective opinions, feelings, attitudes, motivations and other aspects of information through unstructured or semi-structured methods to reveal consumers' deep-seated needs and psychology. Common methods of qualitative research include in-depth interviews, focus groups, scenario simulations, metaphorical associations, and storytelling.
Quantitative research: refers to the collection and analysis of objective consumer data in a structured or standardized manner to describe and quantify consumer characteristics, behavior, cognition, etc., in order to verify consumer surface needs and laws. The common methods of quantitative research are questionnaire survey, experimental design, observation method, test method and so on.
The choice of consumer research methods should be based on the purpose, content, object, time, cost and other factors of the survey, in general, qualitative research is suitable for exploratory and innovative research, quantitative research is suitable for confirmatory and evaluative research. At the same time, qualitative research and quantitative research can also complement and combine each other to form a hybrid method to improve the comprehensiveness and effectiveness of the research.
Tools 3. Consumer Research
Consumer research tools refer to various means and equipment used to collect, process, analyze and present consumer information, including research questionnaires, research software, research platforms, research reports, etc.
Questionnaire: It is a commonly used consumer research tool. It is a standardized form used to collect consumer information, including various types of questions and options, such as single-choice questions, multiple-choice questions, fill-in questions, and scale questions., Sorting questions, etc. In order to ensure the validity and reliability of the questionnaire, the design of the questionnaire should pay attention to the expression, sequence, quantity and difficulty of the questions.
Research software: a tool to assist consumer research, a computer program for processing and analyzing consumer data, including various types of software, such as Excel, SPSS, SAS, R, Python, etc. The use of research software should pay attention to data cleaning, conversion, integration, modeling, visualization, etc., to ensure the accuracy and interpretability of the data.
Research platform: It is a convenient tool for consumer research. It is an Internet platform for publishing and recycling consumer questionnaires, including various types of platforms, such as Hummingbird Questionnaire, Questionnaire Star, Tencent Questionnaire, Baidu Questionnaire, etc. The selection of research platform should pay attention to the function, stability, safety and cost of the platform to ensure the applicability and efficiency of the platform.
Research Report: A tool for presenting consumer research results, a document used to present and explain consumer information, including various types of reports, suchAbstractReports, analysis reports, recommendation reports, etc. The preparation of the research report should pay attention to the structure, content, language, format and other aspects of the report to ensure the clarity and professionalism of the report.
Sample of 4. Consumer Research
The sample of consumer research refers to a part of consumers drawn from the consumer population and is used to represent the characteristics and patterns of the consumer population. The determination of the sample of consumer research should pay attention to the following aspects:
Representative of the sample: refers to the sample can reflect the distribution and differences of the consumer population, rather than deviation or distortion. The representativeness of the sample can be improved by scientific sampling methods and reasonable stratified variables, such as random sampling, stratified sampling, group sampling, etc.
Sample size: refers to the number of samples, which is related to the representativeness and error range of the sample.
The quality of the sample: refers to the validity and reliability of the sample, which is related to the source and screening of the sample. The quality of the sample can be improved by setting reasonable sample entry conditions and excluding outliers, such as setting screening conditions such as age, gender, region, income, and excluding invalid data such as invalid questionnaires, repeated questionnaires, and abnormal responses.
The Process of 5. Consumer Research
The process of consumer research refers to a series of steps from the determination of research objectives to the presentation of research results, which generally includes the following stages:
Research plan: refers to the formulation of the purpose, content, methods, tools, samples, time, budget and other aspects of the research plan, in order to clarify the scope and requirements of the research.
Research implementation: refers to the implementation of specific research operations in accordance with the research plan, such as designing questionnaires, issuing questionnaires, recycling questionnaires, entering data, cleaning data, etc., to collect and process consumer information.
Research and analysis: refers to the use of statistics and data analysis methods to describe, infer, correlate, classify, cluster, predict, etc., to mine and explain the meaning and value of consumer information.
Research report: refers to the preparation of research based on the results of research and analysis.Abstractbackground, methods, results,Conclusion, recommendations, etc., to present and deliver knowledge and insights of consumer information.
The Case of 6. Consumer Research
Shangpu Consulting Company is a professional market consulting agency, providing consumer research services for customers from all walks of life, helping customers understand market dynamics, consumer behavior, competitive advantages, etc., so as to formulate reasonable market strategies. Here are some examples of consumer research by Champ Consulting:
Case 1: A consumer satisfaction survey was conducted for a fast-food company. Through an online questionnaire, 1000 consumer feedbacks were collected, including evaluations of product quality, price, packaging, taste, etc., as well as brand Awareness, preference, loyalty, etc. Through the analysis of the data, it is found that consumers have a high overall satisfaction with the product, but they are dissatisfied with the price and taste. At the same time, the awareness and loyalty of the brand need to be improved. Based on these results, suggestions are put forward for customers to improve the cost performance and differentiation of products, as well as suggestions to strengthen brand publicity and promotion.
Case 2: Conduct consumer demand research for an automobile company. Through in-depth interviews, we interviewed 20 consumers, including consumers who have purchased and have not purchased cars of the brand, to understand their needs, motivations, expectations, Obstacles, etc. Through the analysis of the interview, it is found that consumers' demand for cars mainly focuses on safety, comfort, energy saving and intelligence, and at the same time, consumers' motivation is affected by personal, social, cultural and other factors, while consumers' expectations and obstacles are related to the function, quality, price, service and other factors of the product. Based on these results, suggestions are made for customers to optimize the function and quality of the product, as well as suggestions for the motivations and obstacles of different consumers.
Case 3: Conduct consumer awareness research for an educational institution. Through focus groups, 10 consumers, including consumers who have signed up and those who have not signed up for the institution's courses, were invited to discuss their awareness of the institution. Awareness, attitudes, preferences, etc. Through the analysis of the discussion, it is found that consumers' awareness of the institution is low, and there are certain misunderstandings and prejudices about the awareness and attitude of the institution, and their preference for the institution is affected by the content, quality, form, price and other factors of the course. Based on these results, recommendations are made for clients to increase the awareness and awareness of the institution, as well as recommendations to improve the attitudes and preferences of the institution.
Conclusion
Consumer research is an effective marketing tool that can help companies obtain valuable consumer information and develop a reasonable marketing strategy. Consumer research should follow certain principles and techniques to ensure the objectivity and impartiality of the research. Shangpu Consulting Company is a professional market consulting agency that provides consumer research services for customers from all walks of life to help customers understand market dynamics, consumer behavior, competitive advantages, etc., thereby improving customers' market competitiveness and profitability.
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