Purpose and types of consumer research

Consumer research refers to the collection and analysis of consumer information through various methods to understand consumer needs, preferences, satisfaction, loyalty, purchase behavior, etc., so as to provide a basis for product development, market positioning, marketing strategies, etc. A market research activity that provides basis and guidance. The main purpose of consumer research is the following:

Identify and define market issues or opportunities, such as consumer needs and pain points, market size and potential, competitors' strengths and weaknesses, etc;

Generate and evaluate ideas and solutions for products or services, such as the function and design of products, the content and form of services, and the setting and adjustment of prices;

Test and predict the market reaction of products or services, such as product acceptance and preference, service satisfaction and loyalty, purchase intention and frequency, etc;

Monitor and evaluate the market performance of products or services, such as product sales and market share, service quality and efficiency, consumer feedback and suggestions, etc;

Optimize and improve the marketing strategy of products or services, such as product promotion and distribution, value-added and extension of services, brand building and maintenance, etc.

According to the purpose and content of consumer research, consumer research can be divided into the following types:

Demand research, that is, to understand the needs and expectations of consumers for products or services, as well as the factors that affect consumer demand, such as personal characteristics, lifestyle, social environment, etc;

Preference research, that is, to understand consumer preferences and choices for products or services, as well as factors that affect consumer preferences, such as product characteristics, brand image, competitors, etc;

Satisfaction survey, that is, to understand the satisfaction and loyalty of consumers to products or services, as well as the factors that affect consumer satisfaction, such as product quality, service level, after-sales protection, etc;

Purchase behavior research, that is, to understand the purchase behavior and process of consumers, as well as the factors that affect consumer purchase behavior, such as purchase motivation, purchase scenarios, purchase methods, etc;

Market feedback research, that is, to understand consumers' evaluation and suggestions for products or services, as well as consumers' perception and response to market changes.

Evaluation Index and Method of Consumer Research

The effect and value of consumer research mainly depends on the quality and efficiency of consumer research, as well as the application and transformation of consumer research. Therefore, to evaluate the effect and value of consumer research, we need to consider the following aspects:

The quality of consumer research, I .e. the accuracy and reliability of the data and analysis of consumer research, as well as the quality of consumer research.Conclusionand the reasonableness and validity of the recommendations. Assessing the quality of consumer research requires examining the scientific and normative nature of the design and implementation of consumer research, as well as the clarity and completeness of the results and reports of consumer research. Commonly used evaluation indicators are: data validity, consistency, representativeness, sensitivity, etc.; analysis of the logic, depth, breadth, innovation, etc;Conclusioncredibility, operability, sustainability, scalability, etc.

The efficiency of consumer research, that is, the time and cost savings and optimization of consumer research, as well as the use and improvement of consumer research resources and capabilities. Evaluating the efficiency of consumer research requires the simplification and optimization of consumer research processes and methods, as well as the collaboration and support of consumer research teams and platforms. Commonly used evaluation indicators are: time saving, compression, distribution, etc.; cost reduction, control, allocation, etc.; resource integration, sharing, reuse, etc.; capacity training, upgrading, certification, etc.

The application of consumer research, that is, the actual application and implementation of the results and suggestions of consumer research in the development, promotion and improvement of products or services, as well as the impact and contribution of consumer research. To evaluate the application of consumer research, it is necessary to examine the matching and docking of the output and input of consumer research, as well as the consistency and conformity of the objectives and implementation of consumer research. Commonly used evaluation indicators are: application coverage, frequency, degree, etc.; quality, speed, effect, etc. of implementation; scope, degree, continuity, etc. of impact; value, benefits, and returns of contribution.

Assessing the effectiveness and value of consumer research requires the selection of appropriate indicators and methods for different purposes and types. Generally speaking, the indicators and methods for evaluating consumer research can be divided into the following categories:

Qualitative assessment, that is, through observation, interviews, discussions, etc., to collect and analyze subjective and perceptual information on the quality and efficiency of consumer research, such as consumer research feelings, experiences, opinions, etc. The advantage of qualitative evaluation is that it can deeply understand the process and details of consumer research, find problems and opportunities of consumer research, and put forward suggestions for improvement of consumer research. The disadvantage of qualitative evaluation is that it is difficult to quantify and compare the effect and value of consumer research, which is greatly influenced by individuals and situations, and may be subjective and biased.

Quantitative evaluation, that is, through questionnaires, tests, statistics, etc., to collect and analyze objective and rational data on the application and transformation of consumer research, such as consumer research indicators, scores, proportions, etc. The advantage of quantitative assessment is that it can objectively and accurately measure and compare the effectiveness and value of consumer research, demonstrate the impact and contribution of consumer research, and support the decision-making and evaluation of consumer research. The disadvantage of quantitative assessment is that it is difficult to capture and reflect subtle and complex information on the quality and efficiency of consumer research, ignoring the background and conditions of consumer research, and there may be errors and biases.

Comprehensive evaluation, that is, through the combination of qualitative evaluation and quantitative evaluation, comprehensive collection and analysis of all aspects of consumer research information, to form a comprehensive and balanced evaluation results. The advantage of comprehensive evaluation is that it can make full use of all kinds of information of consumer research, evaluate the effect and value of consumer research from multiple angles and levels, and improve the effectiveness and credibility of consumer research evaluation. The disadvantages of comprehensive evaluation are that it requires more time and cost, as well as higher technology and capabilities, and better coordination and communication.

Optimization Suggestions for Consumer Research

In order to improve the effect and value of consumer research, automotive supplies companies can optimize from the following aspects:

Clarify the purpose and scope of consumer research, determine the key points and difficulties of consumer research according to the actual situation of the market and consumers, formulate plans and programs for consumer research, and avoid vague objectives and excessive scope of consumer research, resulting in low efficiency and low quality of consumer research.

Choose the types and methods of consumer research, choose the appropriate types and methods of consumer research according to the purpose and content of consumer research, and use a variety of consumer research tools and channels to collect and analyze consumer information. avoid the mismatch and inadequacy of the types and methods of consumer research, resulting in inaccurate and unreliable results of consumer research.

To evaluate the effect and value of consumer research, according to the objectives and indicators of consumer research, select appropriate evaluation indicators and methods of consumer research, and comprehensively use qualitative evaluation and quantitative evaluation methods to measure and compare the effect and value of consumer research, so as to avoid unreasonable and imperfect evaluation indicators and methods of consumer research, resulting in incomplete and unfair evaluation results of consumer research.

Apply and transform the results and recommendations of consumer research, based on consumer researchConclusionAnd suggestions, formulate and implement strategies and measures for the development, promotion and improvement of products or services, timely collect and feedback the reactions and opinions of the market and consumers, and constantly improve and update the contents and methods of consumer research, so as to avoid the application and non-transformation of consumer research results and suggestions, resulting in insignificant and unsustainable impact and contribution of consumer research.

Conclusion

Consumer research is an important market research activity in the automotive products industry, which can help automotive products companies understand and meet consumer needs and preferences, and enhance the market competitiveness and value of products or services. However, how to measure the effect and value of consumer research? This paper discusses this problem from three aspects: the purpose and type of consumer research, the evaluation index and method of consumer research, and the optimization suggestion of consumer research. The main part of this paperConclusionAs follows:

The purpose and type of consumer research determines the content and form of consumer research. Different types of consumer research have different data sources and analysis methods. It is necessary to choose the appropriate type of consumer research according to the actual situation of the market and consumers., In order to achieve the expected purpose.

The evaluation indicators and methods of consumer research determine the quality and efficiency of consumer research, as well as the application and transformation of consumer research. Different consumer research evaluation indicators and methods have different evaluation bases and evaluation results. It is necessary to select appropriate consumer research evaluation indicators and methods according to the objectives and indicators of consumer research to measure and compare the effect and value of consumer research.

The optimization suggestions of consumer research determine the improvement and update of consumer research, as well as the influence and contribution of consumer research. Different optimization suggestions of consumer research have different optimization directions and optimization effects. It is necessary to formulate and implement appropriate optimization strategies and measures according to the results and suggestions of consumer research, so as to improve the quality and efficiency of consumer research, As well as the application and transformation of consumer research.