Bank wealth management products are an investment service provided by banks to help customers achieve asset appreciation and risk diversification. The main forms of bank wealth management products are regular wealth management, net worth wealth management, structured wealth management, asset management plans, etc., covering different income, risk, maturity, liquidity and other characteristics to meet the investment needs of different customers. The advantage of bank wealth management products is that they have high security, stability and convenience, and are welcomed and trusted by customers.

However, with the intensification of market competition, the homogenization of bank financial products is becoming more and more serious, which leads to the decline of customer satisfaction and loyalty. On the one hand, the yield of bank wealth management products has generally declined, and the gap with other investment products has narrowed and lost its attractiveness. On the other hand, the innovation ability of bank financial products is insufficient, lack of differentiation and personalization, and it is difficult to meet the diversified and personalized needs of customers. In addition, there are also some problems in the sales and service of bank wealth management products, such as opaque information, inappropriate recommend, untimely communication, and imperfect after-sales, which affect customer trust and satisfaction.

In order to improve the competitiveness of bank financial products, banks need to have a deep understanding of customers' needs and preferences, as well as the factors that affect customers' purchasing decisions. In this way, the bank can design and launch financial products that are more in line with customer expectations according to the characteristics and needs of customers, improve customer satisfaction and loyalty, increase customer purchase intention and frequency, and thus increase the bank's income and profits. At the same time, banks can also understand customer needs and preferences, optimize and improve the sales and services of bank wealth management products, increase customer trust and satisfaction, and enhance customer reputation and recommend, thereby expanding the bank's market share and influence.

Then, how can banks tap the potential needs and preferences of customers through consumer research? This paper proposes a method based on consumer research to tap the potential needs and preferences of customers. The method includes the following steps:

(1) Determine the purpose and object of the research. Banks need to be clear about what the purpose of the research is, what they want to know about their customers, and who the research is about. For example, a bank may want to know the customer's overall satisfaction with the bank's financial products, important attributes, preference factors, purchase motivation, purchase process, purchase frequency, purchase amount, purchase channel, purchase barriers, post-purchase evaluation, loyalty, transfer intention, etc. Banks also need to determine whether they are investigating existing customers, potential customers, competitors' customers, or different segments of these customers, such as age, gender, income, education, occupation, region, risk appetite, investment objectives, etc.

（2）设计调研方案和工具。银行需要根据调研的目的和对象，选择合适的调研方法、样本量、样本来源、样本抽样、数据收集、数据分析等方面，制定详细的调研方案。银行还需要根据调研的内容，设计合适的调研工具，如问卷、访谈、观察、实验、焦点小组等，确保调研工具的有效性、可靠性和适用性。

（3）实施调研和收集数据。银行需要按照调研方案，实施调研活动，收集客户的数据。银行需要注意调研的时间、地点、人员、方式、流程等，保证调研的顺利进行，避免调研的偏差和误差。银行还需要对收集的数据进行清洗、整理、归类、编码等，保证数据的完整性、准确性和一致性。

（4）分析数据和提炼信息。银行需要根据调研的目的，对收集的数据进行合理的分析，运用适当的统计方法、模型、技术等，提炼出有价值的信息，如客户的需求、偏好、行为、态度、感受、意见、建议等。银行需要注意分析的逻辑、方法、结果、解释等，保证分析的有效性、合理性和可信性。

(5) Develop strategies and action plans. Banks need to formulate corresponding strategies and action plans based on the analyzed and refined information to improve and optimize the design, promotion, sales, and service of bank wealth management products, and enhance the competitiveness of bank wealth management products. Banks need to pay attention to the objectives, content, steps, resources, responsibilities, time, evaluation, etc. of the strategy and action plan to ensure the feasibility, operability and evaluability of the strategy and action plan.

In order to illustrate the specific application and effect of this method,

This paper also illustrates the specific application and effect of this method in the light of the case of consumer research services provided by Shangpu Consulting Company for a bank. Shangpu Consulting is a professional market research and consulting organization with rich consumer research experience and professional data analysis capabilities, providing customized solutions for customers in all walks of life. Shangpu Consulting once provided a bank with a consumer research service for bank wealth management products to help the bank tap the potential needs and preferences of customers and enhance the competitiveness of bank wealth management products.

The specific process of the consumer research service is as follows:

(1) Determine the purpose and object of the research. The purpose of the bank's research is to understand the overall customer satisfaction, important attributes, preference factors, purchase motivation, purchase process, purchase frequency, purchase amount, purchase channels, purchase barriers, post-purchase evaluation, loyalty, willingness to refer, etc., as well as the factors that affect the customer's purchase decision. The bank's research targets are customers of its existing bank wealth management products, as well as customers of potential bank wealth management products. The bank also subdivided the survey into different groups, such as age, gender, income, education, occupation, region, risk appetite, investment objectives, etc., for more in-depth analysis.

(2) Design research programs and tools. According to the purpose and object of the bank's research, Shangpu Consulting chose two research methods, questionnaire survey and in-depth interview, which were used to collect quantitative and qualitative data of customers respectively. The sample size of the survey was determined by Champu Consulting to be 1000, of which the sample size of the questionnaire was 800 and the sample size of the in-depth interview was 200. Through the bank's customer database and network platform, Champu Consulting randomly selected eligible customers as a sample source for research. Champu Consulting has designed two research tools, a questionnaire and an interview guide, which cover the content of the research, as well as some basic information and consent statements. Shangpu Consulting has also developed specific plans for data collection and data analysis, including the time, place, personnel, methods, and processes of data collection, as well as methods, models, and techniques for data analysis.

(3) the implementation of research and data collection. According to the research plan, Shangpu Consulting Company carried out two research activities, questionnaire survey and in-depth interview, and collected customer data. Shangpu Consulting Company sent a questionnaire link to customers by mail, SMS, telephone, Internet and other means, inviting customers to fill in the questionnaire online. Shangpu Consulting also conducted in-depth interviews with customers through telephone, video, face-to-face, etc., and recorded customers' answers and feedback. During the research process, Shangpu Consulting Company paid attention to the communication and interaction with customers to ensure the smooth progress of the research and avoid the deviation and error of the research. Shangpu Consulting Company cleaned, sorted, classified and coded the collected data to ensure the integrity, accuracy and consistency of the data.

(4) Analyze data and refine information. According to the bank's research purposes, Shangpu Consulting conducted a reasonable analysis of the collected data, using appropriate statistical methods, models, techniques, etc., to extract valuable information, such as customer needs, preferences, behavior, attitudes, feelings, opinions, suggestions, etc. Through descriptive statistics, cross-analysis, factor analysis, cluster analysis, regression analysis, text analysis, emotional analysis and other methods, Shangpu Consulting conducted a comprehensive analysis of the customer's quantitative and qualitative data, resulting in the following main.Conclusion：

-Overall customer satisfaction with banking products is high, but there is still room for improvement. There are differences in the degree of attention and satisfaction of customers to the income, risk, maturity, liquidity and other attributes of bank wealth management products, which requires banks to carry out differentiated design and promotion.

-There are three main factors in customers' preference for banking products, namely, product yield, security and flexibility. When customers choose bank wealth management products, they will comprehensively consider these three factors according to their own risk appetite, investment objectives, capital status, etc., and find the most suitable product for them.

-There are two main motivations for customers to purchase banking products, namely, asset appreciation and risk diversification. The purpose of customers buying bank wealth management products is to achieve their own wealth growth and preservation, as well as to diversify their investment risks and reduce their investment pressure.

-There are differences in the frequency, amount and channels of customers' purchase of bank wealth management products, which are related to customers' characteristics, needs and preferences. Generally speaking, the frequency and amount of bank wealth management products purchased by customers are positively correlated with the customer's income, education, occupation, risk appetite, etc., and negatively correlated with the customer's age, gender, and region. The main channels for customers to purchase bank wealth management products are online banking, mobile banking, over-the-counter banking, telephone banking, etc. Different channels have different advantages and disadvantages. Customers will choose the most suitable according to their convenience, trust, familiarity, etc. Own channel.

-The main obstacles for customers to purchase bank wealth management products are as follows:(1) The yield of the product is not high, and the gap with other investment products has narrowed, and it has lost its attractiveness;(2) The product has insufficient innovation ability and lack of differentiation And personalization, it is difficult to meet the diversified and personalized needs of customers;(3) The information of the product is not transparent, and customers lack understanding and trust in the product;(4) There are problems in the sales and service of the product, and the pressure and dissatisfaction felt by the customer;(5) The legal and regulatory risks of the product, and the customer is worried that their rights and interests will be damaged.

-The customer's evaluation of bank wealth management products after purchase mainly includes the following aspects:(1) whether the actual income of the product meets the expectation and whether it meets the customer's investment goal;(2) whether the actual risk of the product meets the expectation and whether it exceeds the customer's risk tolerance;(3) whether the actual term of the product meets the expectation and whether it meets the customer's capital demand;(4) whether the actual liquidity of the product is in line with expectations and whether it facilitates the use of customers' funds;(5) whether the actual service of the product is in line with expectations and whether it meets the communication and after-sales needs of customers. The customer's evaluation of the bank's financial products will affect the customer's loyalty and willingness to introduce, as well as the customer's overall impression and trust in the bank.

-Customer loyalty and willingness to introduce banking products is high, but there is still room for improvement. The customer's loyalty to bank financial products and the willingness to introduce is positively correlated with customer satisfaction, trust and recognition, and negatively correlated with customer complaints, job-hopping and churn. The customer's loyalty to the bank's financial products and the willingness to introduce the customer's personal characteristics, product characteristics, bank characteristics, environmental characteristics, etc., need the bank to carry out comprehensive management and incentive.

(5) Develop strategies and action plans. Based on the analysis and refined information, Shangpu Consulting has formulated corresponding strategies and action plans for the bank to improve and optimize the design, promotion, sales, and service of bank wealth management products, and enhance the competitiveness of bank wealth management products. The strategy and action plan of Champ Consulting mainly includes the following aspects:

-In terms of product design, Shangpu Consulting recommends that the bank design wealth management products that are more in line with customer expectations according to customer needs and preferences, improve product profitability, safety and flexibility, and increase product differentiation and personalization. Meet the diversified and personalized needs of customers. Shangpu Consulting also suggested that the bank should segment customers according to their characteristics and behaviors, provide customized financial products for different customer groups, improve the pertinence and adaptability of products, and increase customers' sense of identity and satisfaction.

-In terms of product sales, Shangpu Consulting recommends that the bank formulate effective product sales strategies based on the customer's purchase motivation and purchase decision factors, improve product sales efficiency and effectiveness, and increase the amount and frequency of customer purchases. Shangpu Consulting also suggested that the bank optimize and improve the sales and service of products according to the factors of customers' purchase obstacles and post-purchase evaluation, improve customers' purchase satisfaction and loyalty, and increase customers' reputation and recommend.

The results of the consumer research services provided by Champ Consulting to the bank are as follows:

-Through consumer research, the bank has an in-depth understanding of customer needs and preferences, as well as the factors that affect customer purchase decisions, and provides valuable information and guidance for the design, promotion, sales, and service of bank wealth management products.

-Based on the results of consumer research, the bank has formulated corresponding strategies and action plans to improve and optimize the competitiveness of bank wealth management products, increase customer satisfaction and loyalty, increase customer purchase intention and frequency, and increase The bank's income and profits.

-Through consumer research, the bank has enhanced communication and interaction with customers, improved customer trust and satisfaction, enhanced customer reputation and recommend, and expanded the bank's market share and influence.