1. Research Purpose

Consumer research is a process of collecting, analyzing and interpreting consumer information to understand consumer behavior, attitudes and feelings. It is an important part of marketing. The purpose of the smart speaker consumer survey is:

Understand the current market situation and development trend of smart speakers, including market size, market structure, market competition, market opportunities, etc;

Understand consumer awareness and use of smart speakers, including consumer characteristics, consumer needs, consumer preferences, consumer satisfaction, etc;

Understand consumer expectations and suggestions for smart speakers, including consumer pain points, consumer demands, consumer feedback, consumer loyalty, etc;

Provide the basis for the product design, marketing strategy and service improvement of smart speakers, including product positioning, product function, product form, product price, product channel, product promotion, product after-sales, etc.

2. research object

Smart speaker consumer research object refers to those who have purchased or are willing to buy smart speakers consumers, they are potential or existing users of smart speakers, is the core target market of smart speakers. Smart speaker consumer research objects can be divided according to different dimensions, for example:

According to the geographical division, it can be divided into first-tier cities, second-tier cities, third-tier cities and consumers in the following cities;

According to age, consumers can be divided into 18-24 years old, 25-34 years old, 35-44 years old, 45-54 years old and over 55 years old;

According to gender, it can be divided into male consumers and female consumers;

According to the income division, it can be divided into high-income, middle-income and low-income consumers;

According to the division of education, it can be divided into consumers of higher education, secondary education and lower education;

According to the occupation division, can be divided into white-collar, blue-collar, students, freelancers and other professional consumers;

According to the family division, it can be divided into single, married without children, married with children and other families of consumers;

According to the brand division, it can be divided into Baidu, Xiaomi, Tmall Genie, Huawei and other brands of consumers;

According to the functional division, it can be divided into voice interaction, content services, Internet services and smart home control consumers;

According to the form, it can be divided into non-screen speakers, screen speakers and other forms of consumers.

According to different research purposes and contents, different dimensions can be selected to divide and sample consumers to ensure the representativeness and effectiveness of the research. For example, if you want to understand the overall satisfaction of consumers with smart speakers, you can use the method of stratified random sampling, stratified according to the dimensions of region, age, gender, etc., and then randomly select a certain number of consumers in each layer for research; If you want to understand the consumer's preference for a certain brand or a certain function, you can use the method of stratified cluster sampling, stratified according to the dimensions of brand or function, then in each layer to extract all or part of the consumer research.

3. research content

The content of smart speaker consumer research refers to the consumer information to be collected and analyzed, including consumer behavior, attitudes and feelings. The content of smart speaker consumer research can be designed and selected according to different research purposes and objects, such:

If you want to understand consumer awareness and use of smart speakers, you can design and choose the following:

Whether consumers know the concept and function of smart speakers;

whether the consumer owns or intends to purchase a smart speaker;

The time, place, frequency, manner and reason for consumers to purchase or use smart speakers;

The brand, model, price, channel and promotion of smart speakers purchased or used by consumers;

The scenarios, needs, preferences and habits of consumers using smart speakers;

The function, form, sound quality and interaction of consumers using smart speakers;

Problems, difficulties and suggestions for consumers to use smart speakers.

If you want to understand consumer expectations and recommendations for smart speakers, you can design and choose the following:

consumer satisfaction and loyalty to smart speakers;

Consumer evaluation and feedback on smart speakers;

Consumers' pain points and demands for smart speakers;

Consumer improvements and innovations in smart speakers;

Consumer demand and expectations for smart speakers;

Consumer opinions and suggestions on smart speakers.

4. research methods

The way of smart speaker consumer research refers to the methods and means of collecting consumer information, including the forms, tools and channels of research. Smart speaker consumer research methods can be selected and combined according to different research content and objects, such:

If you want to collect basic information and general opinions of consumers, you can use questionnaires to distribute or send a questionnaire containing a series of questions to consumers through online or offline channels, so that consumers can fill in or answer by themselves,

If you want to collect in-depth information and specific cases of consumers, you can use interviews and surveys, through telephone or video channels, to ask consumers some open questions, so that consumers can freely express or show their views on smart speakers And experience, while recording or recording consumer answers and performance;

If you want to collect real-time information and intuitive feedback from consumers, you can use observation and investigation to show or demonstrate the functions and effects of smart speakers to consumers through live or remote channels, so that consumers can personally experience or watch the performance of smart speakers. At the same time, observe or monitor consumer behavior and reactions.

5. investigation and analysis

The analysis of smart speaker consumer research refers to the process of sorting, summarizing and explaining the collected consumer information, which is the ultimate goal and result of the research. The analysis of smart speaker consumer research can be selected and applied according to different research contents and methods, such:

If you want to analyze the basic information and general opinions of consumers, you can use descriptive analysis methods to calculate and display the distribution, frequency, proportion, average, standard deviation and other indicators of consumer information through statistical tools to reflect the overall characteristics and trends of consumers;

If you want to analyze the consumer's in-depth information and specific cases, you can use the content analysis method, through the text analysis tool, to extract and summarize the consumer information theme, category, keywords, opinions, emotions and other elements, to reflect the consumer's individual differences and intrinsic motivation;

If you want to analyze the real-time information and intuitive feedback of consumers, you can use the method of experimental analysis, through the tools of causal analysis, design and comparison of consumer information variables, assumptions, experimental groups, control groups and other elements, to reflect the impact of consumer behavior and effect assessment.

Conclusion

This paper introduces the methods and techniques of consumer research on smart speakers, including research purposes, research objects, research content, research methods and research analysis. This paper takes Shangpu Consulting as an example to show how to use these methods and techniques to conduct an effective consumer survey of smart speakers, and gives some specific cases and data. The main conclusions of this paper are as follows:

The purpose of smart speaker consumer research is to understand consumers' needs, preferences and satisfaction with smart speakers, and to provide a basis for product design, marketing strategies and service improvement of smart speakers;

Smart speaker consumer research objects are those who have purchased or are willing to purchase smart speakers, they can be divided and sampled according to different dimensions to ensure the representativeness and effectiveness of the research;

The content of smart speaker consumer research refers to the information of consumers to be collected and analyzed, including consumers' behavior, attitude and feelings, etc. They can design and choose according to different research purposes and objects;

The way of smart speaker consumer research refers to the methods and means of collecting consumer information, including the forms, tools and channels of research, and they can choose and combine according to different research contents and objects;

The analysis of smart speaker consumer research refers to the process of sorting, summarizing and explaining the collected consumer information. It is the ultimate goal and result of the research. They can choose and apply according to different research contents and methods.