1. Introduction

Child safety watch is a kind of use of GPS positioning, call, SOS and other functions, to provide children with security and convenience of smart devices. With the development of society and the change of family, the market demand for children's safety watches is growing, especially in the first and second tier cities. Due to the busy work of parents and concerns about children's safety, children's safety watches have become a popular children's products.

The market potential of children's safety watches is huge, but it is also facing fierce competition and diversified needs of consumers. In order to gain an advantage in this market, children's safety watch companies need to have a deep understanding of consumer needs, preferences, purchasing behavior and influencing factors in order to provide consumers with products and services that better meet their expectations. Therefore, consumer research is an important part of the children's safety watch industry. It can help companies obtain valuable market information and provide data support and strategic recommendations for product design, pricing, channels, and promotion decisions.

However, consumer research is not a simple matter. It needs to choose appropriate methods and tools according to different purposes, objects, contents and conditions to ensure the effectiveness and efficiency of the research. The purpose of this paper is to explore the choice of consumer research methods in the children's safety watch industry, analyze the market situation, consumer demand, purchase behavior and influencing factors of children's safety watches, and compare the advantages and disadvantages of different research methods, such as questionnaires, in-depth interviews, focus groups, observation methods, etc. This paper also combines the specific cases of Shangpu consulting service customers to show how to use consumer research methods to provide effective data support and strategic suggestions for the product design, pricing, channels, and promotion of children's safety watches.

Market Status of Children's Safety Watches in 2.

The current market situation of children's safety watches can be analyzed from the following aspects:

(1) Market size and growth rate

The market size and growth rate of children's safety watches reflect the demand and potential of the market. In 2019, the market size of China's children's safety watches reached 8.25 billion yuan, and it is expected to reach 15 billion yuan by the end of 2024, with an average annual compound growth rate of 12.7. This shows that the market demand for children's safety watches is growing and the market potential is huge.

(2) Market competition and concentration

The market competition and concentration of children's safety watches reflect the structure and pattern of the market. As of December 2020, the number of children's safety watch companies in China reached 1020, of which more than 600 were established after 2018, indicating that the market for children's safety watches is highly competitive and new entrants are pouring in. At the same time, the top five companies in the market share of China's children's safety watches in 2019 are: Little Genius (23.4 percent), 360 Children's Defender (16.8 percent), Huawei (11.2 percent), Xiaomi (9.6 percent) and imoo(8.9 percent). The five companies together accounted for 69.9 percent of the market share, indicating that the market concentration of children's safety watches is relatively high and the head enterprises occupy the dominant position.

(3) Market segmentation and positioning

The market segmentation and positioning of children's safety watches reflects the diversity and differentiation of the market. According to the characteristics of children's age, gender, interest and learning stage, the market of children's safety watches can be divided into different market segments, such as the market of children aged 3- 6, the market of primary school students aged 6- 12, and the market of junior high school students aged 12- 15. Different market segments have different consumer needs and preferences. Therefore, children's safety watch companies need to choose appropriate market segmentation and positioning according to their own resources and capabilities, such as focusing on a certain age, a certain gender, A certain function, a certain style, a certain price, etc., in order to provide target consumers with more targeted and competitive products and services.

Consumer Demand for Children's Safety Watches in 3.

Consumer demand for children's safety watches refers to consumers' expectations and requirements for the functions, performance, quality, appearance, and price of children's safety watches. Consumer demand for children's safety watches can be analyzed from the following aspects:

(1) Basic needs

Basic demand refers to the most basic and core demand of consumers for children's safety watches, which is the basis for the existence and development of children's safety watches. Basic needs mainly include:

-Positioning function: Positioning function is the most basic and important function of child safety watches, and is the main motivation for consumers to buy child safety watches. The positioning function allows parents to understand the location of children in real time, discover and deal with dangerous situations in time, and ensure the safety of children. Consumer demand for positioning function mainly includes positioning accuracy, stability, real-time, diversity, etc., such as supporting a variety of positioning methods (GPS, WIFI, base station, etc.), supporting a variety of maps (Baidu, Gaud, Google, etc.), supporting a variety of modes (intelligent mode, power saving mode, emergency mode, etc.).

-Call function: Call function is another basic and important function of child safety watches, and it is the secondary motivation for consumers to buy child safety watches. The call function allows parents and children to communicate at any time, enhance parent-child relationship, and relieve children's loneliness and anxiety. Consumer demand for call functions mainly includes call clarity, fluency, security, convenience, etc., such as support for high-definition voice, video calls, voice messages, one-key dialing, white list settings, etc.

-SOS function: The SOS function is a feature and highlight of child safety watches, and is an additional motivation for consumers to purchase child safety watches. SOS function allows children to quickly ask for help in case of emergency, improving the efficiency of self-help and his rescue. Consumers' demand for SOS functions mainly includes SOS triggering methods, feedback methods, receivers, etc. For example, it supports triggering methods such as long press of keys, shaking of watches, voice wake-up, etc., supports feedback methods such as sending positioning, photographing, recording, making phone calls, etc., and supports setting up recipients such as parents, relatives and friends, teachers, police, etc.

(2) Additional requirements

Additional demand refers to the consumer's demand for children's safety watches in addition to the basic needs, which is the source of differentiation and innovation of children's safety watches. Additional requirements mainly include:

Learning function: Learning function is a value-added and enhanced function of children's safety watches, and it is a supplementary motivation for consumers to buy children's safety watches. Learning function allows children to play at the same time, learning knowledge, improve ability, cultivate interest. Consumers' demand for learning functions mainly includes learning content, form, effect, etc., such as supporting English, mathematics, science, art and other learning content, supporting games, animation, music, stories and other learning forms, supporting intelligent recommend, personalized customization, growth evaluation and other learning effects.

Entertainment function: The entertainment function is an attraction and retention function of the child safety watch, and it is the temptation motivation for consumers to buy the child safety watch. The entertainment function allows children to enjoy fun, release pressure, and satisfy curiosity under the premise of safety. Consumers' demand for entertainment functions mainly includes entertainment content, form and interaction, such as supporting various entertainment contents such as photographing, video recording, filters and expressions, supporting various entertainment forms such as music, video, radio and live broadcasting, and supporting various entertainment interactions such as friends, group chat, PK and reward.

Health function: Health function is a care and supervision function of children's safety watches, and it is the responsibility motivation of consumers to buy children's safety watches. Health function allows parents to understand the physical condition of children, prevent and treat diseases, and promote the healthy growth of children. Consumer demand for health functions mainly includes health indicators, reminders, suggestions, etc., such as supporting heart rate, blood pressure, blood oxygen, body temperature and other health indicators, supporting abnormal, too high, too low and other health reminders, supporting exercise, diet, sleep, medical and other health advice.

Consumer purchase behavior of children's safety watches in 4.

Consumer purchase behavior of children's safety watches refers to the cognitive, emotional, and behavioral behaviors of consumers in the process of purchasing children's safety watches. Consumer purchase behavior of children's safety watches can be analyzed from the following aspects:

(1) The purchase process

The purchase process refers to a series of stages from the generation of purchase demand to the completion of the purchase behavior. According to the classic purchase decision model, the purchase process can be divided into five stages, namely:

Demand identification: Demand identification means that consumers realize that they or their children have certain needs or problems that need to be solved or satisfied by purchasing child safety watches. There are two main sources of demand identification, one is internal stimulation, such as children's safety, learning, entertainment and other needs, and the other is external stimulation, such as media, advertising, word-of-mouth, social influence and so on.

-Purchase decision: Purchase decision refers to the consumer in the evaluation and selection of children's safety watches, began to decide whether, when, where, how to buy. There are two main factors influencing the purchase decision, one is personal factors, such as consumer motivation, attitude, personality, lifestyle, etc., and the other is environmental factors, such as society, culture, family, reference group, situation, etc.

-Purchase behavior: Purchase behavior refers to the actual purchase behavior of consumers after making a purchase decision, including the time, place, quantity, brand, model, etc. There are two main factors affecting purchase behavior, one is product factors, such as the function, performance, quality, appearance, price, etc. of children's safety watches, and the other is marketing factors, such as channels, promotions, services, and after-sales of children's safety watches.

(2) Type of purchase

Purchase type refers to the different purchase methods and modes used by consumers when purchasing child safety watches. According to the complexity and risk of the purchase, the purchase type can be divided into four types, namely:

(3) Purchase of roles

The purchase role refers to the different roles and responsibilities that consumers play when buying a child safety watch. According to the influence and participation of the purchase, the purchase role can be divided into five types, namely:

-Stimulator: Stimulator refers to the person or thing that triggers or stimulates the purchase demand when buying children's safety watches, such as children, parents, relatives and friends, advertising, word of mouth, etc.

-Information provider: Information provider refers to the person or thing that provides or transmits relevant information about the child safety watch when purchasing the child safety watch, such as the Internet, merchants, experts, friends, etc.

-Influential: Influential refers to the people or things that influence or change the purchase decision when buying children's safety watches, such as parents, relatives and friends, reference groups, society, culture, etc.

-Decision makers: Decision makers are the people or things, such as parents, children, families, situations, etc., that make a decision on whether, when, where, and how to purchase a child safety watch.

-Buyer: Buyer refers to the purchase of children's safety watches, the actual purchase behavior of people or things, such as parents, children, purchasing, delivery, etc.

Selection of Consumer Research Methods for 5. Children's Safety Watches

The choice of consumer research methods for children's safety watches refers to the selection of appropriate research methods and tools according to different research purposes, objects, contents and conditions to ensure the effectiveness and efficiency of the research. The choice of consumer research methods for children's safety watches can be analyzed from the following aspects:

(1) Research purpose

The purpose of research refers to the ultimate goal and significance of consumer research, which is the starting point and destination of research. Depending on the purpose of the survey, different research methods can be selected, such:

-Descriptive research: Descriptive research refers to the research that describes the current situation and characteristics of consumers by collecting and analyzing basic information about consumers, such as their characteristics, behaviors, attitudes, etc. The purpose of descriptive research is to understand the basic situation of consumers and provide reference for subsequent decision-making. The main methods of descriptive research are questionnaire survey, observation and so on.

-Exploratory research: Exploratory research refers to the collection and analysis of in-depth consumer information, such as consumer needs, motivations, feelings, etc., to explore the consumer's internal and potential research. The purpose of exploratory research is to discover new needs, new problems, and new opportunities of consumers, and to provide inspiration for subsequent innovations. The methods of exploratory research mainly include in-depth interviews, focus groups, etc.

-Causal research: Causal research refers to the collection and analysis of consumer causal relationship information, such as the impact of consumer behavior on children's safety watches, or the impact of the marketing of children's safety watches on consumer behavior, etc., to verify the consumer's causal hypothesis of research. The purpose of causal research is to determine the causal mechanism of consumers and provide a basis for subsequent optimization. The methods of causal investigation mainly include experimental method, regression analysis and so on.

(2) Research object

The research object refers to the main target group of consumer research, which is the object and scope of the research. According to the different objects of the research, different research methods can be selected, such:

Existing consumers: Existing consumers refer to consumers who have purchased and used child safety watches, and are important objects of research. The survey of existing consumers is mainly to understand their satisfaction, loyalty, transfer rate, etc., as well as their use of children's safety watches, use experience, use problems, etc., so as to improve their retention rate and re purchase rate. The research methods of existing consumers mainly include questionnaire survey, in-depth interview, observation and so on.

潜在消费者：潜在消费者是指有可能购买和使用儿童安全手表的消费者，是调研的重要对象。对潜在消费者的调研主要是为了了解他们的认知度、意向度、偏好度等，以及他们对儿童安全手表的需求、动机、感受等，从而提高他们的转化率和购买率。对潜在消费者的调研方法主要有问卷调查、深度访谈、焦点小组等。

竞争对手的消费者：竞争对手的消费者是指购买和使用竞争对手的儿童安全手表的消费者，是调研的重要对象。对竞争对手的消费者的调研主要是为了了解他们的满意度、忠诚度、转换率等，以及他们对竞争对手的儿童安全手表的评价、优劣、建议等，从而提高自己的竞争力和吸引力。对竞争对手的消费者的调研方法主要有问卷调查、深度访谈、秘密顾客等。

（3）调研内容

调研内容是指消费者调研的主要关注点和问题，是调研的内容和方向。根据调研的不同内容，可以选择不同的调研方法，如：

市场规模和增长率：市场规模和增长率是指儿童安全手表的市场需求和潜力的指标，是调研的重要内容。对市场规模和增长率的调研主要是为了了解儿童安全手表的市场容量和市场空间，为后续的市场进入和市场拓展提供依据。对市场规模和增长率的调研方法主要有二次数据分析、专家咨询等。

市场竞争和集中度：市场竞争和集中度是指儿童安全手表的市场结构和格局的指标，是调研的重要内容。对市场竞争和集中度的调研主要是为了了解儿童安全手表的市场竞争力和市场优势，为后续的市场定位和市场策略提供依据。对市场竞争和集中度的调研方法主要有二次数据分析、竞争情报分析等。

市场细分和定位：市场细分和定位是指儿童安全手表的市场多样化和差异化的指标，是调研的重要内容。对市场细分和定位的调研主要是为了了解儿童安全手表的市场细分的需求和偏好，以及儿童安全手表的市场定位的特征和优势，为后续的产品设计和营销组合提供依据。对市场细分和定位的调研方法主要有问卷调查、深度访谈、聚类分析等。

消费者需求：消费者需求是指消费者对儿童安全手表的功能、性能、品质、外观、价格等方面的期望和要求，是调研的重要内容。对消费者需求的调研主要是为了了解消费者的基本需求、附加需求、潜在需求等，为后续的产品开发和产品改进提供依据。对消费者需求的调研方法主要有问卷调查、深度访谈、焦点小组、KANO模型等。

消费者购买行为：消费者购买行为是指消费者在购买儿童安全手表的过程中，所表现出的认知、情感、行动等方面的行为，是调研的重要内容。对消费者购买行为的调研主要是为了了解消费者的购买过程、购买类型、购买角色等，为后续的营销沟通和营销激励提供依据。对消费者购买行为的调研方法主要有问卷调查、深度访谈、观察法、实验法等。

（4）调研条件

调研条件是指消费者调研的主要限制和约束，是调研的条件和环境。根据调研的不同条件，可以选择不同的调研方法，如：

时间条件：时间条件是指消费者调研的可用时间和时间要求，是调研的重要条件。根据时间的不同条件，可以选择不同的调研方法，如时间充足的情况下，可以选择深度访谈、焦点小组、实验法等耗时较长但效果较好的调研方法，如时间紧迫的情况下，可以选择问卷调查、观察法、二次数据分析等耗时较短但效果较差的调研方法。

- 资金条件：资金条件是指消费者调研的可用资金和资金要求，是调研的重要条件。根据资金的不同条件，可以选择不同的调研方法，如资金充裕的情况下，可以选择深度访谈、焦点小组、实验法等成本较高但效果较好的调研方法，如资金紧张的情况下，可以选择问卷调查、观察法、二次数据分析等成本较低但效果较差的调研方法。

- 人力条件：人力条件是指消费者调研的可用人力和人力要求，是调研的重要条件。根据人力的不同条件，可以选择不同的调研方法，如人力充足的情况下，可以选择深度访谈、焦点小组、实验法等人力较多但效果较好的调研方法，如人力不足的情况下，可以选择问卷调查、观察法、二次数据分析等人力较少但效果较差的调研方法。

- 技术条件：技术条件是指消费者调研的可用技术和技术要求，是调研的重要条件。根据技术的不同条件，可以选择不同的调研方法，如技术先进的情况下，可以选择深度访谈、焦点小组、实验法等技术较高但效果较好的调研方法，如技术落后的情况下，可以选择问卷调查、观察法、二次数据分析等技术较低但效果较差的调研方法。

六、尚普咨询服务客户的案例分析

尚普咨询是一家专业的儿童安全手表行业的咨询公司，为儿童安全手表的企业提供市场调研、产品设计、营销策略等方面的咨询服务。以下是尚普咨询服务客户的一些案例分析，展示了尚普咨询如何运用消费者调研的方法，为客户提供有效的数据支持和策略建议。

（1）案例一：为一家新进入儿童安全手表市场的企业提供市场调研和市场定位的咨询服务

- 客户背景：客户是一家专业生产智能穿戴设备的企业，拥有较强的技术和品牌优势，但在儿童安全手表市场上没有经验和影响力，希望能够通过尚普咨询的帮助，快速进入和占领儿童安全手表市场。

- 调研目的：调研的目的是为了了解儿童安全手表市场的规模、增长率、竞争和集中度、细分和定位等，为客户提供合适的市场定位和市场策略的建议。

- 调研方法：调研的方法主要有二次数据分析、问卷调查、深度访谈、聚类分析等，具体如下：

二次数据分析：通过收集和分析儿童安全手表行业的相关报告、数据、资料等，了解儿童安全手表市场的规模、增长率、竞争和集中度等，为客户提供市场的基本情况和趋势。

问卷调查：通过设计和发放针对潜在消费者的问卷，收集和分析他们对儿童安全手表的认知度、意向度、偏好度等，为客户提供市场的需求和特点。

深度访谈：通过邀请和访谈一些儿童安全手表的现有消费者和竞争对手的消费者，收集和分析他们对儿童安全手表的满意度、忠诚度、转介绍率、评价、优劣、建议等，为客户提供市场的优势和劣势。

聚类分析：通过运用聚类分析的方法，将潜在消费者根据他们的需求、偏好、行为等特征，分为不同的细分市场，为客户提供市场的多样化和差异化。

- 调研结果：调研的结果主要有以下几点：

儿童安全手表市场的规模和增长率都较高，市场潜力巨大，但同时也面临着激烈的竞争和消费者的多样化需求。

儿童安全手表市场的竞争和集中度都较高，头部企业占据了主导地位，但同时也存在着一些空白和机会的细分市场。

儿童安全手表市场的细分和定位都较为复杂，不同的细分市场有不同的消费者需求和偏好，需要根据自身的资源和能力，选择合适的市场细分和定位。

- 咨询建议：根据调研的结果，尚普咨询为客户提供了以下的咨询建议：

客户应该选择一个有需求、有潜力、有差异、有优势的细分市场，作为自己的目标市场，如6- 12岁的小学生市场、12- 15岁的初中生市场等。

客户应该利用自己的技术和品牌优势，为目标市场提供一个有功能、有性能、有品质、有外观、有价格的儿童安全手表，如支持多种定位方式、通话方式、SOS方式、学习方式、娱乐方式、健康方式等。

客户应该采用一个有渠道、有促销、有服务、有售后的营销组合，为目标市场提供一个有便利、有刺激、有关爱、有保障的购买体验，如支持线上线下、多平台、多形式、多方式的销售和推广，支持专业、贴心、及时、全面的服务和售后等。