1. electronic thermometer industry overview

Electronic thermometer is a kind of medical device which uses electronic components to measure body temperature. It has the advantages of fast measurement speed, high precision, simple operation and no mercury pollution, and gradually replaces the traditional mercury thermometer. Electronic thermometers can be divided into contact type and non-contact type according to measurement methods. Contact type electronic thermometers use thermocouples or other contact type temperature measuring sensors to measure the surface or internal temperature of the measured object by contacting it. Non-contact electronic thermometer uses infrared or other non-contact temperature measuring sensors to measure the temperature of the surface by receiving the radiation energy emitted by the measured object. The users of electronic thermometers are mainly divided into two categories: medical institutions and individual consumers. Medical institutions include hospitals, clinics, community health service centers, etc., which are mainly used to detect and monitor the temperature of patients; individual consumers include families, schools, enterprises, etc., mainly used to detect and monitor the temperature of themselves or their families.

In order to better understand the development trend of the market and the change of consumer demand, consumer research is essential. However, consumer research in the electronic thermometer industry also faces some difficulties, such as low consumer awareness, complex purchase behavior, diverse usage scenarios, and difficulties in data collection. Below, we will address these difficulties and propose corresponding countermeasures in order to provide reference and guidance for the marketing and product innovation of the electronic thermometer industry.

Difficulties in Consumer Research of 2. Electronic Thermometer Industry

(I) consumer awareness is low

电子体温计作为一种医疗器械，其产品的性能、质量、安全性等方面都有较高的要求，但消费者对这些方面的认知度却不高。根据尚普咨询

对2023年中国电子体温计市场消费者的调研，发现消费者对电子体温计的品牌、型号、价格、功能、精度、稳定性、耐用性等方面的了解程度都不高，只有18.7%的消费者表示对电子体温计的品牌有一定的认识，只有12.4%的消费者表示对电子体温计的功能有一定的了解，只有9.6%的消费者表示对电子体温计的精度有一定的了解。这说明消费者对电子体温计的产品知识和品牌意识都很低，缺乏对产品的判断和选择能力，容易受到市场上的低价、低质、假冒伪劣产品的影响，影响了电子体温计行业的健康发展。

(II) consumer buying behavior is complex

The purchase behavior of electronic thermometers is affected by many factors, including consumers' personal characteristics, psychological factors, social factors, environmental factors and so on. These factors interact to form a complex purchase motivation and decision-making process.

Consumers will be affected by various information sources, such as the characteristics of the product itself, the image of the brand, the promotion of advertising, the recommend of sales staff, the suggestions of relatives and friends, and the comments of the Internet. The credibility and influence of these information sources will also vary from consumer to consumer, leading to inconsistent evaluation and selection criteria for consumers. Finally, after making a purchase decision, consumers will also be affected by their own satisfaction and external feedback, resulting in different post-purchase behaviors, such as repeated purchases, recommend to others, complaints and returns. These behaviors will in turn affect the next purchase behavior of consumers. Therefore, consumer buying behavior is a complex psychological and behavioral process that requires in-depth analysis and understanding.

(III) consumers use a variety of scenarios

There are many use scenarios of electronic thermometers, and different use scenarios will put forward different requirements on the function, performance and design of electronic thermometers. According to the survey conducted by Shangpu Consulting, it is found that the main scenarios for consumers to use electronic thermometers are as follows: families, hospitals, schools, enterprises, public places, etc. Different usage scenarios have different characteristics, such:

Home: The main purpose of using electronic thermometers at home is to monitor the body temperature of family members, especially children and the elderly. The frequency of using electronic thermometers in families is relatively low, and they are usually used only when family members have a fever or discomfort. The requirements for the use of electronic thermometers in households are convenient, fast, accurate, comfortable and safe. Generally, they tend to choose contact electronic thermometers, such as ear thermometers, oral thermometers, underarm thermometers, etc.

Hospitals: The main purpose of using electronic thermometers in hospitals is to detect and monitor the temperature of patients, especially those in intensive care and isolation units. The frequency of using electronic thermometers in hospitals is relatively high, and the temperature of patients is usually measured several times a day. Hospital use of electronic thermometer requirements are efficient, accurate, stable, durable, health, generally tend to choose non-contact electronic thermometer, such as frontal thermometer, infrared thermometer.

Schools: The main purpose of using electronic thermometers in schools is to prevent and control the new crown epidemic and to screen students and staff for temperature. The frequency of use of electronic thermometers in schools is relatively high, and students and staff are generally measured at least once a day. The requirements for schools to use electronic thermometers are fast, convenient, accurate and safe. Generally, they tend to choose non-contact electronic thermometers, such as forehead thermometers and infrared thermometers.

Enterprises: The main purpose of using electronic thermometers in enterprises is also to prevent and control the new crown epidemic, and to screen employees and customers for temperature. Companies use electronic thermometers relatively frequently, and generally measure the temperature of employees and customers at least once a day. The requirements for enterprises to use electronic thermometers are also fast, convenient, accurate and safe. Generally, they tend to choose non-contact electronic thermometers, such as forehead thermometers and infrared thermometers.

Public places: The main purpose of using electronic thermometers in public places is also to prevent and control the new crown epidemic, and to screen the temperature of people entering and leaving. The frequency of using electronic thermometers in public places is relatively high, and the temperature of people entering and leaving is generally measured multiple times a day. The requirements for the use of electronic thermometers in public places are also fast, convenient, accurate and safe. Generally, they tend to choose non-contact electronic thermometers, such as frontal thermometers and infrared thermometers.

It can be seen that the use scenarios of consumers are diverse, and different use scenarios have different needs and preferences for electronic thermometers, which brings certain difficulties to consumer research. It is necessary to subdivide the use scenarios and preferences of consumers, and design different research schemes and problems for different use scenarios.

(IV) data collection difficulties

The data collection of consumer research in the electronic thermometer industry is also a difficulty, mainly for the following reasons:

Insufficient data sources: There are two main data sources in the electronic thermometer industry, one is actively collected data, such as questionnaires, interviews, experimental observations, etc.; the other is passively collected data, such as sales data, network data, Social media data, etc. However, these two data sources have certain limitations. The data collected actively are often affected by factors such as the degree of cooperation of consumers, the authenticity of answers, and the representativeness of samples, while the data collected passively are often affected by data quality and data Integrity, data security and other factors. Therefore, the data sources of consumer research in the electronic thermometer industry are insufficient, and more data sources and channels need to be found to improve the validity and reliability of the data.

Data analysis is not easy: electronic thermometer industry consumer research data analysis is also a difficult point, mainly for the following reasons:

Large amount of data: the amount of data surveyed by consumers in the electronic thermometer industry is often very large, involving multiple dimensions and indicators, such as consumers' personal characteristics, psychological factors, social factors, environmental factors, purchase behavior, use behavior, satisfaction, loyalty, etc. These large amounts of data require the use of appropriate data analysis methods and tools, such as statistical analysis, cluster analysis, correlation analysis, regression analysis, text analysis, visual analysis, etc., in order to effectively mine the value and significance of the data.

Complex data: The data of consumer research in the electronic thermometer industry is complex, involving a variety of types and formats, such as numerical, text, image, audio, video, etc. These data are complex and require appropriate data processing methods and tools, such as data cleaning, data conversion, data extraction, data fusion, data compression, etc., in order to effectively improve the quality and efficiency of the data.

behavioral changes, market changes, competitive changes, etc. These data dynamics require the use of appropriate data update methods and tools, such as data collection, data storage, data distribution, data monitoring, etc., in order to effectively maintain the timeliness and sensitivity of the data.

Therefore, the data collection of consumer research in the electronic thermometer industry is difficult, and a variety of data collection methods and tools are needed, such as online surveys, offline surveys, telephone interviews, web crawlers, social media analysis, big data analysis, etc., in order to effectively obtain the comprehensiveness and depth of the data.

Countermeasures of Consumer Research in 3. Electronic Thermometer Industry

In view of the above difficulties, we put forward the following countermeasures, in order to provide reference and guidance for the marketing and product innovation of the electronic thermometer industry.

(I) improve consumer product knowledge and brand awareness

In order to improve consumers' product knowledge and brand awareness, the electronic thermometer industry needs to strengthen the education and guidance of consumers, and transmit relevant information of electronic thermometers through various channels and methods, such as product performance, quality, safety, Usage, precautions, etc., as well as brand image, value, advantages, reputation, etc., to improve consumers' awareness and trust, and enhance consumers' judgment and choice ability, reduce consumer purchase risk and barriers to use. Specific methods and initiatives are the following:

Use the official website, WeChat official account, Weibo, Douyin and other network platforms to publish product introductions, use tutorials, frequently asked questions, user evaluations and other content of electronic thermometers to attract consumers' attention and participation, and increase consumers' product knowledge And brand awareness.

Use TV, radio, newspapers, magazines and other traditional media to put advertisements, special topics, reports and other content of electronic thermometers to expand consumer exposure and influence, and improve consumer product knowledge and brand awareness.

Use medical institutions, pharmacies, supermarkets, e-commerce and other sales channels to provide electronic thermometer product display, trial, consultation, training and other services to enhance consumer experience and trust, and improve consumer product knowledge and brand awareness.

Use experts, doctors, stars, Internet celebrities and other opinion leaders to carry out electronic thermometer recommend, evaluation, sharing and other activities, with their authority, professionalism, popularity and other advantages to influence consumers' attitudes and behaviors, and improve consumers' Product knowledge and brand awareness.

(II) analysis of consumer purchase motivation and decision-making process

The use of questionnaires, interviews, experimental observations and other active collection of data, to collect consumer personal characteristics, psychological factors, social factors, environmental factors and other information, such as consumers' age, gender, education, income, occupation, family status, personality, motivation, attitude, belief, values, culture, social class, reference group, family influence, friend influence, opinion leader influence, current affairs influence, economic influence, political influence, technical influence, etc., and how this information affects consumers' purchasing behavior.

Use passively collected data such as sales data, online data, and social media data to collect information about consumers' purchase behavior and post-purchase behavior, such as consumers' purchase frequency, purchase volume, purchase amount, purchase channel, purchase time, and purchase location., Purchase method, repeat purchase, recommend to others, complaints and returns, etc., and how this information reflects consumers' purchase behavior.

Using statistical analysis, cluster analysis, correlation analysis, regression analysis, text analysis, visual analysis and other data analysis methods and tools, the collected data are collated, analyzed, explained and displayed, and the characteristics, differences, relationships and influences of consumers' purchasing motivation and decision-making process are found, so as to obtain the patterns, laws and trends of consumers' purchasing behavior.

(III) segment consumer usage scenarios and preferences

In order to subdivide the usage scenarios and preferences of consumers, the electronic thermometer industry needs to describe in detail the scenarios in which consumers use electronic thermometers, such as the purpose, object, frequency, time, place, way, etc. of use, as well as the requirements and expectations of these scenarios on the function, performance, design and other aspects of electronic thermometers, thus dividing consumers into different usage scenarios and preference groups, it provides basis and guidance for product design, function development, price setting, channel selection and promotion strategy of electronic thermometer. Specific methods and initiatives are the following:

Using actively collected data such as questionnaires, interviews, experimental observations, etc., collect information about the scenes and preferences of consumers using electronic thermometers, such as the purpose, object, frequency, time, place, and method of consumers using electronic thermometers, As well as consumers' requirements and expectations for the function, performance, and design of electronic thermometers, and how these information affects consumers' behavior and satisfaction.

Use sales data, network data, social media data and other passively collected data to collect consumer behavior and feedback information on the use of electronic thermometers, such as the actual situation of consumers using electronic thermometers, use effects, use problems, use recommendations, Use evaluation, etc., and how this information reflects consumer usage scenarios and preferences.

Using statistical analysis, cluster analysis, correlation analysis, regression analysis, text analysis, visual analysis and other data analysis methods and tools, the collected data are collated, analyzed, explained and displayed, and the characteristics, differences, relationships and influences of consumer usage scenarios and preferences are found, so as to obtain the classification, characteristics and needs of consumer usage scenarios and preferences.

(IV) uses multiple data collection methods and tools

In order to adopt a variety of data collection methods and tools, the electronic thermometer industry needs to make full use of existing data resources and channels, and at the same time develop and innovate data resources and channels to obtain relevant data of consumers through a variety of ways and means, such as personal information, psychological characteristics, social attributes, purchase behavior, use behavior, satisfaction, loyalty, etc., as well as the changes and trends of these data, so as to provide more data support and protection for consumer research. Specific methods and initiatives are the following:

利用线上调查、线下调查、电话访问等传统的数据收集方法，主动地向消费者发出调研邀请，设计合适的调研方案和问题，收集消费者的主观意见和反馈，提高数据的主动性和针对性。

Using emerging data collection methods such as web crawlers, social media analysis, and big data analysis, we passively obtain consumers' objective behaviors and feedback from the Internet, and use advanced data technologies and tools to analyze consumers' data characteristics and laws to improve The objectivity and comprehensiveness of the data.

Using data collection, data storage, data distribution, data monitoring and other data management methods, regularly update and maintain consumer data, ensure the timeliness and sensitivity of data, timely detection and processing of data anomalies and problems, improve data reliability and security.

4. epilogue

Consumer research in the electronic thermometer industry is an important market research activity, which plays an important guiding role in the marketing and product innovation of the electronic thermometer industry. However, consumer research in the electronic thermometer industry also faces some difficulties, such as low consumer awareness, complex purchase behavior, diverse usage scenarios, and difficulties in data collection. In view of these difficulties, this paper puts forward corresponding countermeasures, including improving consumers' product knowledge and brand awareness, analyzing consumers' purchase motivation and decision-making process, subdividing consumers' usage scenarios and preferences, and adopting various data collection methods and tools, etc., in order to provide reference and guidance for the marketing and product innovation of electronic thermometer industry. I hope this article can help the development of the electronic thermometer industry.