The Importance of Consumer Research in 1. Sportswear Industry

The sportswear industry is a market full of competition and changes. With the continuous improvement of consumers' demand and taste for sportswear, sportswear brands need to constantly innovate and optimize products and services to meet the diversified and personalized needs of consumers. To do this, it is necessary to have a deep understanding of consumer needs, preferences and behaviors, as well as various factors that affect consumer decisions, such as social culture, lifestyle, consumer psychology, and consumer scenarios. This requires sportswear brands to conduct consumer research, collect, analyze and interpret consumer information, and obtain consumer insights, so as to formulate effective marketing strategies and marketing strategies to enhance brand competitiveness and market share.

Consumer research has the following effects on sportswear brands:

Help sportswear brands understand the size, structure, trends and opportunities of the market, as well as the situation of competitors, so as to formulate reasonable market positioning and goals;

Help sportswear brands understand consumer needs, preferences and behaviors, as well as the various factors that influence consumer decision-making, so as to design and develop products and services that meet consumer expectations;

Help sportswear brands understand consumers' satisfaction, loyalty and reputation, as well as consumers' cognition, attitude and emotion towards the brand, so as to enhance the brand's image and reputation;

Help sportswear brands understand consumers' communication channels, media usage and information acquisition habits, as well as consumers' reactions to advertisements and promotions, so as to formulate effective communication and promotion strategies;

Help sportswear brands understand the purchase process, purchase frequency and purchase amount of consumers, as well as the distribution and characteristics of consumers, so as to formulate appropriate price and distribution strategies.

A variety of methods and data sources for consumer research in the 2. sportswear industry

Consumer research is a complex and systematic task that involves the selection and use of multiple methods and data sources. Different methods and data sources have their own advantages and disadvantages and scope of application. A single method and data source often cannot fully reflect the real situation of consumers. Therefore, it is necessary to use a variety of methods and methods according to the purpose, object, content and budget of the research. Data sources are integrated and analyzed effectively to improve the accuracy and effectiveness of the research.

In general, consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the analysis of a large number of sample data through mathematical statistics to obtain a representative and universal.Conclusion. The advantages of quantitative research are objective, scientific, quantifiable, comparable, and suitable for measuring and evaluating market size, structure, trends, competitiveness, etc. The common methods of quantitative research are questionnaire survey, experimental method, observation method and so on. Qualitative research refers to the analysis of a small amount of sample data through non-mathematical statistical methods to obtain in-depth and detailedConclusion. The advantages of qualitative research are that it is flexible, intuitive, interpretable, and explorable, and is suitable for revealing and understanding consumer needs, preferences, behaviors, motivations, and psychology. The common methods of qualitative research are interview method, focus group method, case analysis method and so on.

The data sources of consumer research can be divided into two categories: first-hand data and second-hand data. First-hand data refers to data collected directly from consumers or relevant personnel through research activities designed and implemented by ourselves. The advantages of first-hand data are strong pertinence, good timeliness and high uniqueness, and are suitable for analyzing and solving specific problems or situations. First-hand data collection methods include questionnaires, interviews, experiments, and observations. Secondary data refers to data obtained indirectly from existing information or reports through data already collected and collated by other institutions or individuals. The advantages of second-hand data are low cost, wide range, and high reliability. It is suitable for analysis and reference of general problems or situations. Second-hand data acquisition methods include libraries, networks, governments, associations, media, consulting companies, etc.

Take Shangpu Consulting as an example. The company is a consulting agency specializing in consumer research in the sportswear industry. It has many years of industry experience and professional team to provide a full range of consumer research services for sportswear brands. When conducting consumer research, Shangpu Consulting will use a variety of methods and data sources to effectively integrate and analyze according to customer needs and budgets to provide the most valuable consumer insights and suggestions. The following are some of the methods and data sources commonly used by Champ Consulting in consumer research in the sportswear industry:

Questionnaire survey: Questionnaire survey is a commonly used quantitative research method, which refers to the design of a series of questions, the distribution or sending of questionnaires to a certain number and types of consumers, the collection of consumer answers, statistics and analysis, to obtain a representative and universal.Conclusion. The advantages of questionnaire survey are simple operation, low cost, high efficiency and comparability. It is suitable for measuring and evaluating consumers' basic information, purchasing behavior, satisfaction, loyalty and so on.

Interview method: Interview method is a commonly used qualitative research method, which refers to the collection of consumers' views, feelings, experiences, stories, etc. through face-to-face or remote communication with consumers or related personnel, to summarize and explain, to obtain depth and details.Conclusion. The advantage of the interview method is that it is flexible, intuitive, explorable and interpretable, and is suitable for revealing and understanding consumer needs, preferences, behavior, motivation, psychology, etc. The disadvantages of the interview method are complex operation, high cost, low efficiency and difficult to quantify. Interview method in the form of individual interviews, in-depth interviews, semi structured interviews, etc. When conducting the interview method, Shangpu Consulting will design the appropriate interview guide according to the purpose and content of the research, select the appropriate interview object and method, carry out effective communication and recording, use NVivo and other software for coding and analysis, and come up with meaningful.Conclusionand recommendations. Shangpu Consulting once conducted a research on consumer demand in the Chinese market for an emerging sportswear brand. Through in-depth interviews, it collected information from 30 consumers about their needs, preferences, purchase process, purchase motivation and other aspects of sportswear, and obtained the consumer portrait and consumer journey map of the brand by using thematic analysis and narrative analysis, the brand is advised on products and services for different consumer stages.

Focus group method: Focus group method is a commonly used qualitative research method. It refers to inviting 6-12 consumers or related personnel to form a group, and a moderator guides the group members to discuss a certain topic, collect the views, feelings, experiences, stories, etc. of the group members, summarize and explain them, and obtain in-depth and detailed information.Conclusion. The advantage of the focus group method is that it is interactive, active, explorable and interpretable, and is suitable for revealing and understanding consumers' needs, preferences, behaviors, motivations, psychology, etc. The disadvantages of focus group method are complex operation, high cost, low efficiency, difficult to quantify, etc. Focus group method has the form of face-to-face focus group, online focus group, homogeneous focus group, heterogeneous focus group and so on. When conducting focus group methods, Champ Consulting will design appropriate discussion guides, select appropriate group members and methods, conduct effective guidance and recording, and use NVivo and other software for coding and analysis to arrive at meaningful results based on the purpose and content of the research.Conclusionand recommendations. Shangpu Consulting once conducted a consumer preference survey for the Chinese market for a well-known sportswear brand in China. Through the form of online focus group, it invited 8 consumers to form a group to discuss the products, services, image, price and other aspects of the brand. By using the methods of content analysis and emotional analysis, it got the consumer preference and consumer emotion of the brand, the brand is advised on marketing strategies for different consumer preferences and sentiments.

Experimental method: Experimental method is a commonly used quantitative research method, which refers to a series of operations or interventions on consumers or related personnel under certain conditions, observing and recording consumer reactions or results, conducting statistics and analysis, and obtaining causal relationships.Conclusion. The advantages of the experimental method are objective, scientific, quantifiable and controllable, and suitable for measuring and evaluating consumer behavior, reaction and effect. The disadvantages of the experimental method are complex operation, high cost, low efficiency and poor generalization. The forms of experimental methods are laboratory experiments, scene experiments, natural experiments, and factor experiments. When carrying out the experimental method, Shangpu Consulting will design reasonable experimental schemes and variables according to the objectives and contents of the research, select the appropriate experimental objects and methods, carry out effective operation and recording, use SPSS and other software for statistics and analysis, and obtain reliable results.Conclusionand recommendations. Shangpu Consulting once conducted a consumer response survey for an internationally renowned sportswear brand in the Chinese market. Through the form of scene experiments, it showed 100 consumers different types of advertisements of the brand, observed and recorded consumers' responses in terms of attention, memory, emotion, attitude, etc., using methods such as variance analysis and regression analysis, the effects and influencing factors of different types of advertisements of the brand are obtained, and the optimization and selection suggestions for different types of advertisements are provided for the brand.

Observation method: Observation method is a commonly used quantitative research method, which refers to the collection of consumer data, statistics and analysis by directly or indirectly observing the behavior or phenomenon of consumers or related personnel, and obtaining representative and universal.Conclusion. The advantage of the observation method is that it is objective, scientific, quantifiable and comparable, and is suitable for measuring and evaluating consumer behavior, phenomena, trends, etc. The disadvantages of the observation method are complex operation, high cost, low efficiency, lack of depth, etc. The forms of observation are direct observation, indirect observation, manual observation, mechanical observation, etc.

Library: A library is a commonly used source of second-hand data, which refers to the access to various materials or reports collected or provided by the library, such as books, periodicals, papers, patents, standards, etc., by visiting the physical library or online library of the library. The advantages of the library are low cost, wide range, high reliability, and suitable for analysis and reference of general problems or situations. The disadvantages of libraries are poor timeliness, low availability, and difficult access. When using the library, Shangpu Consulting will select the appropriate library and materials according to the purpose and content of the research, conduct effective retrieval and acquisition, and use literature review and literature analysis to obtain valuable information and opinions. Shangpu Consulting once conducted a survey of consumer trends in the Chinese market for a well-known sportswear brand in China. Through visiting the online library of the National Library of China, it obtained books, periodicals, papers and other materials about the sportswear industry in the past five years. Using the methods of literature review and literature analysis, it obtained the development process, current situation, problems and prospects of the sportswear industry in the Chinese market, the brand is advised on the prediction and response of consumer trends for the Chinese market.

Integration and Analysis of Consumer Research in 3. Sportswear Industry

The integration and analysis of consumer research in the sportswear industry refers to the collection and acquisition of consumer information through the use of a variety of methods and data sources, effective integration and analysis, to obtain a comprehensive and in-depthConclusionand recommendations. The purpose of the integration and analysis of consumer research in the sportswear industry is to improve the accuracy and effectiveness of the research, avoid the limitations and deviations of a single method and data source, find consumer problems and opportunities, and provide valuable reference and suggestions for sportswear brands.

The steps of integration and analysis of consumer research in the sportswear industry are as follows:

Step 1: Clarify the purpose and content of the survey, determine the methodology and data sources of the survey, and develop a plan and budget for the survey;

The second step: the implementation of research plan, collect and obtain consumer information, data cleaning and sorting;

The third step: the use of appropriate software and methods, consumer information statistics and analysis, to draw preliminary conclusions and recommendations;

Step 4: Compare and verify the conclusions and recommendations of different methods and data sources, integrate and analyze the data, and draw the final conclusions and recommendations;

Step 5: Write the report and presentation of the research, report the process and results of the research to the customer or relevant personnel, and provide research opinions and suggestions.

When conducting the integration and analysis of consumer research in the sportswear industry, Shangpu Consulting will use a variety of methods and data sources to effectively integrate and analyze according to customer needs and budgets, so as to provide the most valuable consumer insights and suggestions. The following is an introduction to some of the software and methods commonly used in consumer research in the sportswear industry:

SPSS:SPSS is a commonly used statistical analysis software that can perform various statistics and analysis of quantitative data, such as description statistics, anova, regression analysis, factor analysis, cluster analysis, etc. The advantages of SPSS are powerful, easy to operate, intuitive results, and suitable for measuring and evaluating quantitative data. When using SPSS, Champ Consulting will select appropriate statistical and analytical methods, input and process data, run and output results, interpret and explain, and obtain reliable results based on the purpose and content of the research.Conclusionand recommendations.

NVivo:NVivo is a commonly used qualitative analysis software that can encode and analyze qualitative data in various ways, such as thematic analysis, narrative analysis, content analysis, and sentiment analysis. The advantages of NVivo are its powerful functions, flexible operation and intuitive results, which are suitable for revealing and understanding qualitative data. When using NVivo, Champ Consulting will select appropriate coding and analysis methods, input and process data, run and output results, interpret and explain, and draw meaningful results based on the purpose and content of the research.Conclusionand recommendations.

Network analysis: Network analysis is a commonly used network data analysis method, which can perform various analyses on network data, such as traffic analysis, link analysis, keyword analysis, ranking analysis, etc.

Network mining: Network mining is a commonly used network data analysis method, can be a variety of network data mining, such as text mining, image mining, video mining, audio mining and so on. The advantages of network mining are powerful, flexible operation, intuitive results, and suitable for revealing and understanding network data. Common tools for web mining are Python, R, TensorFlow, OpenCV, etc. When using network mining, Shangpu Consulting will select appropriate tools and data according to the purpose and content of the research, carry out effective retrieval and acquisition, and use text mining, image mining, video mining, audio mining and other methods to obtain meaningful information and opinions. Shangpu Consulting once conducted a consumer emotion survey for an internationally renowned sportswear brand aiming at the Chinese market. Through accessing Python, TensorFlow and other tools, it obtained the text, image, video, audio and other data of the brand's website and social media, and obtained the consumer emotion and consumer emotion distribution of the brand by using text mining, image mining, video mining, audio mining and other methods, the brand is advised on marketing strategies for different consumer sentiments.