Characteristics of the 1. pickup industry and the purpose of consumer research

A pickup truck is a car that combines the characteristics of a car and a truck, and is mainly used to transport goods and people. The advantage of the pickup truck is that it has a large cargo space and load capacity, while maintaining the comfort and flexibility of the car. The disadvantages of pickup trucks are higher fuel consumption, lower space utilization, and policy and tax restrictions in some countries and regions.

The pickup truck industry has great potential in the global market, but it also faces fierce competition and diversification of consumer demand. According to statistics, global pickup truck sales reached 27 million in 2019, with North America accounting for 60%, Asia Pacific accounting for 20%, Europe accounting for 10%, and other markets accounting for 10%. It is expected that by the end of 2024, global pickup truck sales will grow to 32 million vehicles, of which the North American market will maintain a 60% share, the Asia-Pacific market will grow to 25%, the European market will decrease to 8%, and other markets will maintain 7%. Share. From a brand perspective, the top five in the global pickup truck market in 2019 are Ford, Toyota, Chevrolet, Dodge and Nissan, with market shares of 20%, 15%, 14%, 12% and 7%, respectively.

The competition in the pickup truck industry is mainly reflected in the following aspects: first, product performance and quality, including power, durability, safety, energy saving, intelligence, etc.; second, product design and style, including appearance and interior decoration, Space, comfort, personalization, etc.; the third is the price and cost of the product, including purchase cost, operating cost, maintenance cost, value preservation rate, etc; fourth, the service and guarantee of products, including after-sales service, warranty policy, spare parts supply, customer relations and so on.

The diversification of consumer demand in the pickup industry is mainly reflected in the following aspects: first, the use and scene of consumers, including commercial, private, leisure, exploration and other aspects; second, consumer preferences and expectations, including function, brand, image, social identity and other aspects; third, the characteristics and background of consumers, including age, gender, income, education, culture, region and so on.

In order to better understand and meet the needs of consumers, the pickup industry needs to conduct effective consumer research, collect and analyze consumer behavior, attitudes, preferences and satisfaction data. The purpose of consumer research mainly includes the following aspects: first, to identify and divide the market segmentation of consumers, and to divide consumers into different groups according to their different characteristics and needs, so as to develop and promote products pertinently; second, to evaluate and predict the market demand of consumers, and to estimate and predict the market scale and growth trend of consumers according to their purchasing intention and purchasing power, in order to reasonably formulate and adjust the production and sales plan; the third is to explore and innovate the market opportunities of consumers, according to the potential demand and unmet demand of consumers, to discover and create new demand points and value points of consumers, so as to develop and launch new products and services; the fourth is to monitor and improve the market performance of consumers, according to the purchase behavior and use feedback of consumers, monitor and evaluate consumer market share and market satisfaction in order to improve and optimize products and services in a timely manner.

Consumer research methods and data sources commonly used in the 2. pickup industry

There are many methods and data sources for consumer research. Different methods and data sources have their own advantages and disadvantages and scope of application. They need to be selected and combined according to the purpose and object of consumer research. This section will analyze and compare consumer research methods and data sources commonly used in the pickup industry, including questionnaires, in-depth interviews, focus groups, observational methods, experimental methods, second-hand data, and social media data.

1. Questionnaire survey

A questionnaire is a method of collecting data from consumers by designing and distributing a series of questions. The advantage of questionnaire survey is that it can cover a large number of consumers, collect standardized and quantitative data, and facilitate statistics and analysis. The disadvantage of the questionnaire survey is that it takes more time and cost, as well as the cooperation and integrity of consumers. The scope of application of the questionnaire survey is when the purpose of consumer research is to collect some basic, superficial and quantitative data, such as consumer basic information, purchase behavior, satisfaction score and so on. The data source of the questionnaire survey is the consumers themselves, who send questionnaires to consumers and collect responses through offline or online means, such as mail, telephone, e-mail, websites, social media, etc.

2. In-depth interviews

In-depth interviews are a method of collecting data from consumers through one-on-one, face-to-face, open-ended conversations with consumers. The advantage of in-depth interviews is that they can gain an in-depth understanding of consumers' motivations, feelings, thoughts and experiences, collect qualitative and detailed data, and discover consumers' potential needs and problems. The disadvantage of in-depth interview is that it takes more time and energy, and requires the interviewer's skills and experience. The scope of application of in-depth interviews is when the purpose of consumer research is to collect some deep, hidden, and qualitative data, such as consumer demand motivation, values, psychological state, and usage scenarios. The data source of in-depth interviews is the consumers themselves, through offline methods, such as home visits, store visits, road visits, etc., to conduct agreed or random interviews with consumers, and record and organize the interview content.

3. Focus Groups

A focus group is a method of collecting data from consumers by inviting a group of consumers (usually 6- 10 people) to participate in a semi-structured discussion led by a professional moderator around a topic. The advantage of focus groups is that they can observe and analyze the interaction and influence between consumers, collect multiple and dynamic data, and stimulate consumers' creativity and imagination. The disadvantage of focus groups is that they require more time and resources, as well as the skills and experience of moderators and observers. The scope of application of focus groups is when the purpose of consumer research is to collect some multi-faceted, interactive and innovative data, such as consumer attitudes, preferences, opinions, suggestions, etc. The data source of the focus group is the consumers themselves. Through offline methods, such as conference rooms, laboratories, hotels, etc., consumers are invited to participate in pre-arranged or randomly selected discussions, and the discussion process is recorded and recorded.

4. Observation method

Observation is a method of collecting data from consumers by observing and recording their behavior and environment. The advantage of observation is that it can directly reflect the real situation of consumers, collect objective and accurate data, and avoid subjective deviation and misleading of consumers. The disadvantage of the observation method is that it takes more time and manpower, as well as the skill and moral requirements of the observer. The scope of application of the observation method is when the purpose of consumer research is to collect some behavioral, environmental, and objective data, such as the consumer's purchase process, usage patterns, and reaction results. The data source of the observation method is the consumer itself, observing and recording the consumer's behavior and environment through offline or online means, such as on-site observation, covert observation, video observation, eye tracking, etc.

5. Experimental method

The experimental method is a method of collecting data from consumers by designing and implementing some actions or interventions. The advantage of the experimental method is that it can control and eliminate some interference factors, collect causal and verification data, and test and evaluate the effect of products and services. The disadvantage of the experimental method is that it takes more time and money, as well as the requirements for the experimenter's skills and specifications. The scope of application of the experimental method is when the purpose of consumer research is to collect some causal, verified, and tested data, such as consumer responses, preferences, and choices about products and services. The data source of the experimental method is the consumer itself, through offline or online means, such as laboratory experiments, scene experiments, A/B tests, multivariate tests, etc., to design and implement some operations or interventions, and to observe and measure consumer reactions.

6. Second-hand data

Second-hand data is a method of collecting data from consumers by collecting and organizing data that already exists. The advantage of second-hand data is that it saves time and costs, collects extensive and historical data, and complements and supports first-hand data. The disadvantage of secondary data is the need to evaluate the quality and reliability of the data, as well as the requirements for data processing and analysis. The scope of application of secondary data is when the purpose of consumer research is to collect some extensive, historical, and supplementary data, such as consumer market size, market share, market trends, competitors, etc. The data source of second-hand data is other data providers, which collect and organize existing data through offline or online means, such as government agencies, industry associations, market research companies, media reports, academic papers, etc.

7. Social Media Data

Social media data is a method of collecting data from consumers by collecting and analyzing their content and behavior on social media. The advantage of social media data is that it can reflect the emotions and opinions of consumers in real time, collect massive and diverse data, and take advantage of consumers' spontaneity and initiative. The disadvantage of social media data is the need to deal with the noise and bias of the data, as well as the requirements for data mining and analysis. The scope of application of social media data is when the purpose of consumer research is to collect some real-time, emotional and opinion data, such as consumer word-of-mouth, comments, sharing, likes, etc. The data source of social media data is the consumers themselves. They collect and analyze the content and behavior of consumers on social media through online methods, such as Weibo, WeChat, Douyin, Kuaishou, Facebook, Twitter, Instagram, etc.

An Integrated Framework for Consumer Research Methods and Data Sources in the 3. Pickup Truck Industry

From the above analysis, it can be seen that the commonly used consumer research methods and data sources in the pickup industry have their own advantages and disadvantages and scope of application. No method or data source is perfect and comprehensive. Therefore, it is necessary to select and integrate the most suitable research methods and data sources for the pickup industry according to the purpose and object of consumer research, so as to improve the efficiency and effect of consumer research. This section will propose a framework and some specific integration strategies and steps for integrating consumer research methods and data sources based on diversity, complementarity and consistency.

1. Integration Framework

The Integrated Framework for Consumer Research Methods and Data Sources is a tool for guiding and evaluating the selection and combination of consumer research methods and data sources. The basic principles of the integration framework are pluralism, complementarity and consistency. Diversification means that consumer research methods and data sources should cover different types and dimensions to increase the breadth and depth of consumer research. Complementarity means that consumer research methods and data sources should complement and compensate for each other to improve the accuracy and effectiveness of consumer research. Consistency means that consumer research methods and data sources should be coordinated and supported to ensure the credibility and comparability of consumer research.

The basic structure of the integration framework is a two-dimensional matrix, with the horizontal axis being the type of consumer research methodology and the vertical axis being the type of consumer research data. The types of consumer research methods can be divided into active and passive. Active means that consumer research methods need to actively ask questions or intervene with consumers, such as questionnaires, in-depth interviews, focus groups, experimental methods, etc. Passive means that consumer research methods do not need to actively ask questions or intervene with consumers, but observe or collect consumers' natural behaviors or contents, such as observation, second-hand data, social media data, etc. The types of consumer research data can be divided into quantitative and qualitative. Quantitative means that consumer research data can be expressed and analyzed in numerical or statistical ways, such as purchase frequency, satisfaction score, market share, etc. Qualitative means that consumer research data needs to be expressed and analyzed in words or images, such as demand motivation, values, usage scenarios, etc.

2. Integration strategy

The integration strategy of consumer research methods and data sources is a method for implementing and optimizing the selection and combination of consumer research methods and data sources. The basic principle of the integration strategy is to select and combine the most suitable consumer research methods and data sources for the pickup industry according to the purpose and object of consumer research, in order to achieve the best consumer research results. The basic steps of an integration strategy are:

The first step is to clarify the purpose and object of consumer research, that is, what questions to answer and which consumers to target. This step requires an analysis of the market environment and consumer needs in the pickup industry to determine the focus and scope of consumer research.

The second step is to choose the method and data source of consumer research, that is, what method to use and where to obtain the data. This step requires selecting and combining the most suitable consumer research methods and data sources for the pickup industry, as well as determining the sample and size of the consumer research, based on the purpose and object of the consumer research, with reference to an integrated framework of consumer research methods and data sources.

The third step, the implementation of consumer research methods and data sources, that is, how to operate, how to collect data. This step requires the formulation and implementation of consumer research plans and processes based on consumer research methods and data sources, including the design and distribution of questionnaires, the arrangement and conduct of interviews and discussions, the observation and recording of consumer behavior and environment, the design and implementation of experiments and interventions, the collection and collation of second-hand data and social media data.

The fourth step is to analyze and evaluate the methods and data sources of consumer research, that is, how to deal with it and how to analyze the data. This step needs to adopt appropriate data processing and analysis methods and tools according to the purpose and object of consumer research, including cleaning and coding data, statistics and description data, modeling and inference data, visualization and presentation data, etc., as well as evaluating and testing the validity and reliability of consumer research methods and data sources.

4. the integration of consumer research methods and data sources in the pickup industry.

In order to better illustrate the value and effectiveness of the integration of consumer research methods and data sources, this section will present the process and results of the integration of consumer research methods and data sources in conjunction with some consumer research cases provided by Champ Consulting for clients in the pickup industry.

1. Case 1: Providing consumer research on the Chinese market for a European pickup brand

Shangpu Consulting provides consumer research on the Chinese market for a European pickup brand, which aims to help the brand understand the needs and preferences of consumers in the Chinese market, and evaluate the brand's competitiveness and opportunities in the Chinese market. Champ Consulting has adopted the following consumer research methods and data source integration strategies:

The first step is to clarify the purpose and object of consumer research, that is, to answer the following questions for pickup consumers in the Chinese market:

What are the market segments of pickup consumers in the Chinese market? What are the characteristics and needs of consumers in different segments?

What are the purchasing behavior and usage behavior of pickup truck consumers in Chinese market? What are the purchasing motives and usage scenarios of consumers? What are the purchasing channels and usage frequency of consumers?

What are the satisfaction and loyalty of the pickup consumers in the Chinese market? What are the consumers' evaluations and expectations on the performance, quality, design, price, service and other aspects of the pickup?

What are the reputation and opinions of the pickup truck consumers in the Chinese market? What are the consumers' feelings and thoughts about the image, brand and social identity of the pickup truck?

What are the competitiveness and opportunities of European pickup brands in the Chinese market? What are consumers' perceptions and preferences of European pickup brands? How can European pickup brands improve their popularity and attractiveness in the Chinese market?

The second step is to select the method and data source for consumer research, I .e. to obtain data from the following data sources using the following methods:

The questionnaire survey obtains data from pickup truck consumers in the Chinese market, and sends questionnaires to consumers through online methods, such as websites, social media, etc., and collects responses. The content of the questionnaire includes the basic information of consumers, purchasing behavior, satisfaction score, etc., to evaluate and predict the market demand and market performance of consumers.

In-depth interviews, obtain data from pickup truck consumers in the Chinese market, conduct agreed or random interviews with consumers through offline methods, such as home visits, store visits, road visits, etc., and record and organize the interview content. The content of the interview includes consumer demand motivation, values, psychological state, use scenarios, etc., in order to explore and innovate consumer market opportunities and market ideas.

Observation method obtains data from pickup truck consumers in the Chinese market, and observes and records consumers' purchase process, usage methods, reaction results, etc. through offline or online methods, such as on-site observation, video observation, eye tracking, etc., to monitor and improve consumers' market performance and market effects.

Second-hand data, obtained from other data providers, through offline or online methods, such as government agencies, industry associations, market research companies, media reports, academic papers, etc., to collect and organize existing data. The content of the data includes the consumer's market size, market share, market trends, competitors, etc., to supplement and support the first-hand data.

Social media data, which is obtained from pickup consumers in the Chinese market, and collects and analyzes consumers' content and behavior on social media through online methods, such as Weibo, WeChat, Douyin, and Kuaishou. The content of the data includes consumer word-of-mouth, comments, sharing, likes, etc., to understand and influence consumer market sentiment and market opinions.

The third step, the implementation of consumer research methods and data sources, that is, according to the following operations, collect the following data:

Questionnaire survey, designed a questionnaire containing 20 questions, involving the basic information of consumers, purchase behavior, satisfaction score and other aspects, using single-choice, multiple-choice, scale questions and other forms, using a 5-point scoring standard. Through the website and social media channels, a questionnaire was sent to pickup truck consumers in the Chinese market, and 1000 valid responses were collected within one month.

In-depth interviews, an interview guide containing 10 questions was developed, involving consumers' demand motivation, values, psychological state, usage scenarios, etc., using open-ended questions, and using exploratory and stimulating language. Through home visits, store visits and road visits, we conducted agreed or random interviews with pickup truck consumers in the Chinese market, and recorded and sorted out the interview content after each interview. A total of 50 interviews were conducted, each lasting approximately 30 minutes.

Observation method, developed a contains five aspects of the observation index, involving the consumer's purchase process, use, reaction results, etc., the use of structured records, the use of digital and text description. Through on-site observation, video observation and eye tracking, the behavior and environment of pickup consumers in the Chinese market were observed and recorded. A total of 100 consumers were observed, and the observation time of each consumer was about 1 hour.

Second-hand data, the following data sources were collected, covering consumer market size, market share, market trends, competitors, etc., using numerical and graphical displays, using percentage and growth rate calculations. Existing data is obtained offline or online from the following data providers:

Government agencies, such as the National Bureau of Statistics, the Ministry of Industry and Information Technology, and the Ministry of Commerce, provide data on the output, sales, imports and exports, and prices of pickups in the Chinese market.

Industry associations, such as China Automobile Manufacturers Association, China Automobile Dealers Association, China Automotive Technology Research Center, etc., provide data on the brand, model, configuration, and performance of pickups in the Chinese market.

Market research companies, such as Nielsen, Analysys think tank, iResearch, etc., provide data on consumer segmentation, consumer demand, and consumer satisfaction of pickups in the Chinese market.

Media reports, such as Xinhua News Agency, People's Daily Online, CCTV, etc., provide data on the market dynamics, market reviews, and market forecasts of pickups in the Chinese market.

Academic papers, such as "China Automotive Industry", "Automotive Technology", "Automotive Engineering", etc., provide data on market analysis, market strategy, and market innovation of pickups in the Chinese market.

Social media data, collected the following data sources, involving consumer word-of-mouth, comments, sharing, likes, etc., using text and image analysis, using sentiment analysis and topic analysis methods. Through the online way, from the following social media platforms to obtain consumer content and behavior:

Weibo, the largest microblog platform in China, provides data such as posting, forwarding, commenting and liking of pickup consumers in the Chinese market.

WeChat, China's largest social communication platform, provides the Chinese market pickup consumer's circle of friends, public numbers, small programs and other data.

Douyin, the largest short video platform in China, provides data on videos, live broadcasts, barrages and gifts of pickup consumers in the Chinese market.

KuaiHou, the largest live broadcast platform in China, provides data such as live broadcasts, short videos, comments and likes of consumers of pickup trucks in the Chinese market.

The fourth step is to analyze and evaluate the methods and data sources of consumer research, I .e. to analyze the following data according to the following treatment:

The questionnaire survey, using SPSS software, cleaned, coded, counted and described the questionnaire data, and obtained the distribution and mean of consumers' basic information, purchase behavior, satisfaction score, etc., as well as the correlation and significance of different dimensions, and presented the results in the form of charts and text.

In-depth interviews, using NVivo software, collated, classified, coded and analyzed the interview data, and obtained the themes and sub-themes of consumer demand motivation, values, psychological state, use scenarios, etc., as well as the connections and influences of different themes, The results are presented in the form of images and text.

The observation method, using Excel software, summarizes, calculates, compares and evaluates the observation data, and obtains the frequency and proportion of the consumer's purchase process, usage, reaction results, etc., as well as the differences and advantages of different situations, and presents the results in the form of numbers and words.

The second-hand data, using PowerBI software, screened, integrated, displayed and interpreted the second-hand data, and obtained the consumer's market size, market share, market trends, competitors, etc., as well as the influence and prediction of different factors, The results are presented in the form of dashboards and text.

Social media data, using R language, cleans, mines, analyzes and visualizes social media data, and obtains the number and emotion of consumers' word of mouth, comments, sharing, likes, etc., as well as the heat and content of different topics. The results are presented in the form of word cloud and text.

Through the integration of consumer research methods and data sources, Shangpu Consulting provided a comprehensive and in-depth consumer research report on the Chinese market for European pickup brands, helping the brand understand the consumer needs and preferences in the Chinese market. And evaluated the brand's competitiveness and opportunities in the Chinese market, and provided valuable references and suggestions for the brand's strategy formulation and implementation in the Chinese market.