1. Introduction

Smart cars refer to cars with the characteristics of autonomous driving, Internet of Vehicles, electrification, and sharing. They are the future development direction of the automotive industry. The development of smart cars not only involves technological innovation and breakthroughs, but also needs to understand consumers' needs, preferences, behaviors and attitudes in order to provide products and services that are more in line with the market. Therefore, consumer research is one of the important tasks of smart car companies, which can help companies understand consumers' cognition, expectations, satisfaction, loyalty, willingness to pay, etc., for product design, market positioning, marketing strategies, service models, etc. Provide basis and guidance.

The core of consumer research is the collection, analysis and application of data. The method of data collection is the basis of consumer research and determines the quality and validity of the data. Different data collection methods have different characteristics, advantages and disadvantages, and applicable scenarios. They need to be selected and combined according to the research purpose, object, content, time, cost and other factors. This paper introduces the data collection methods of consumer research in the smart car industry, including questionnaires, in-depth interviews, focus groups, laboratory tests, scene simulation, data mining, etc., and analyzes the advantages and disadvantages of various methods, applicable scenarios and implementation steps. Combined with some cases provided by Shangpu Consulting Company for smart car companies, the application effect of data collection methods is demonstrated.

2. data collection methods

1. Questionnaire survey

A questionnaire is a method of collecting information and opinions from a large number of target groups through the design and distribution of standardized question forms. The questionnaire can be in paper or electronic form, and can be conducted by mail, telephone, Internet, face-to-face, etc. The advantage of questionnaire survey is that it can obtain a large amount of data quickly, conveniently and at low cost, and is convenient for statistical analysis and comparison. The disadvantage of questionnaire survey is that it is necessary to design reasonable, effective and reliable questions to avoid guidance, ambiguity, ambiguity, etc. At the same time, it is also necessary to ensure the recovery rate and efficiency to prevent data deviation and distortion. The questionnaire survey is suitable for collecting basic information, general opinions and satisfaction evaluation of consumers.

Case 1: Smart Car Consumer Demand and Preference Survey

Shangpu Consulting designed an online questionnaire for a smart car company to understand consumers' needs and preferences for smart cars and provide reference for product development and market strategy. The questionnaire consists of the following sections:

Basic information: including gender, age, income, education, occupation, place of residence, etc;

Vehicle information: including whether you own a vehicle, vehicle brand, vehicle type, vehicle price, purchase time, purchase channels, etc;

Intelligent car cognition: including the definition, characteristics, advantages, disadvantages, development trend of intelligent car cognition and evaluation;

Demand for smart cars: including demand and expectations for smart cars, purchase budget, purchase time, purchase factors, purchase channels, etc;

Smart car preferences: including preferences and choices for brands, types, functions, services, etc. of smart cars;

Smart car recommendations: Includes recommendations and opinions for smart car companies.

A total of 5000 valid samples were collected in the questionnaire, and through the statistical analysis of the data, the following points were obtained by Champ Consulting.Conclusion：

Consumers have a high degree of awareness and acceptance of smart cars. They believe that smart cars are cars with the characteristics of autonomous driving, Internet of Vehicles, electrification, and sharing. They have the advantages of environmental protection, safety, convenience, and intelligence. Future development direction;

Consumers have a strong demand for smart cars and willingness to pay. About 60% of consumers expressed their willingness to buy smart cars. Among them, about 40% of consumers said they would buy smart cars in the next year, with an average purchase budget of 250000 yuan. The purchase factors are mainly performance, safety, brand, price, etc. The purchase channel is mainly an omni-channel mode combining online and offline;

Consumers have various preferences and choices for smart cars, and their loyalty to brands is low. They are more inclined to choose emerging smart car brands. Their preferences for models are mainly cars and SUVs, and their preferences for functions are mainly automatic driving, car networking, OTA upgrade, smart cockpit, etc. Their preferences for services are mainly after-sales guarantee, charging convenience, data security, etc;

Consumers have more positive suggestions and opinions on smart cars. They mainly hope that smart car companies can improve product quality and technical level, reduce product prices and use costs, increase product types and functions, improve service networks and systems, and strengthen market publicity and education. Promote policy support and standard formulation.

Case 2: Smart Car Consumer Satisfaction Survey

Shangpu Consulting designed a telephone questionnaire for a smart car company to understand consumer satisfaction with its smart car products and services, and provide feedback for product improvement and service improvement. The questionnaire consists of the following sections:

Purchase information: including purchased models, purchase time, purchase channels, purchase price, etc;

Product satisfaction: including the satisfaction score of the vehicle's appearance, performance, function, safety, comfort, intelligence, etc., as well as the overall satisfaction evaluation of the vehicle;

Service satisfaction: including the satisfaction score of service personnel, service process, service content and service effect before, during and after sales, as well as the overall satisfaction evaluation of the service;

Loyalty and recommend: including the willingness to buy the brand and model again, the willingness to recommend to others, the reason and object of recommend, etc;

Opinions and suggestions: including opinions and suggestions on the brand and model, as well as expectations and concerns for the smart car industry.

A total of 1000 valid samples were collected in the questionnaire, and through the statistical analysis of the data, the following points were obtained by Champ Consulting.Conclusion：

Consumers have high product satisfaction with the brand and model, with an average score of 4.2 points (out of 5 points), of which the highest is function and intelligence, with 4.5 points and 4.4 points respectively, and the lowest is performance and safety. With 3.9 points and 4.0 points, consumers believe that the function and intelligence of this model are its greatest advantages, but they also hope to improve performance and safety;

Consumers' service satisfaction with the brand and model is low, with an average score of 3.5 points (out of 5 points), of which the highest is pre-sales service, which is 3.8 points, and the lowest is after-sales service, which is 3.2 points. Consumers think that the pre-sales service of the brand and model is satisfactory, but there is a lot of room for improvement in after-sales service, mainly in the attitude of service personnel, the convenience of service process, the richness of service content, the guarantee of service effect, etc;

Consumers' loyalty and recommend to the brand and model are relatively general. About 60% of consumers expressed their willingness to buy the brand and model again, and about 70% of consumers expressed their willingness to recommend others. The main reasons for the recommend are Function and intelligence, the recommend are mainly young, innovative, and technological consumers;

Consumers' opinions and suggestions on the brand and model are more diverse, mainly including the following points: First, improve product quality and technical level, increase product performance and safety, increase product types and functions, and meet the needs of different consumers And preferences; the second is to improve the service network and system, improve the quality and attitude of service personnel, optimize service processes and content, and ensure service effect and quality; the third is to strengthen market publicity and education, improve brand awareness and reputation, and increase consumer trust and recognition; the fourth is to promote policy support and standard formulation to promote the healthy and standardized development of the smart car industry.

2. In-depth interviews

In-depth interview is a method of collecting in-depth information and opinions through long, open-ended face-to-face or telephone conversations with target individuals. In-depth interviews can be semi-structured or unstructured, and the order, content and manner of questions can be flexibly adjusted according to the circumstances of the interview process. The advantage of in-depth interviews is that they can obtain richer, more detailed and more real data, explore consumers' motivations, psychology, attitudes, feelings, etc., and discover potential problems and needs. The disadvantages of in-depth interviews are that they take more time, effort and cost, require professional interviewers and skills, and need to summarize and interpret the data, which may be subjective and biased. In-depth interviews are suitable for collecting in-depth information and opinions of consumers, such as consumers' purchase process, use experience, loyalty drive, etc.

Case 3: Analysis of the purchase process of smart car consumers

Champu Consulting conducted an in-depth interview with a smart car company to analyze the consumer purchase process and provide a basis for marketing strategy. In-depth interviews are semi-structured and mainly include the following questions:

Purchase background: including purchase motivation, purpose, scene, time, etc;

Purchase decision: including the basis, factors, criteria, process, etc. of the purchase;

Purchase experience: including purchase channels, methods, difficulty, satisfaction, etc;

Purchase impact: including the result, effect, value and significance of the purchase;

Purchase feedback: including purchase evaluation, suggestions, opinions, expectations, etc.

A total of 20 consumers were interviewed in the in-depth interview, and the interview time for each consumer was about 30 minutes. Through the collation and analysis of the recording and notes of the interview, Shangpu Consulting Company obtained the following pointsConclusion：

The purchase motivation of consumers is mainly out of curiosity and attempt for smart cars, as well as the demand and preference for the functions and intelligence of smart cars. The purpose of purchase is mainly to improve the convenience and comfort of travel, and to experience the sense of technology and fun of smart cars. The purchase scene is mainly to see the advertisement or evaluation of smart cars on the Internet, or to see the sample car or test drive of smart cars in the exhibition hall or on the road, the time of purchase is mainly in the case of certain economic ability and free time;

Consumers' purchase experience is mainly carried out under the online and offline omni-channel mode. The purchase method is mainly through the combination of online reservation and offline contract signing. The difficulty of purchase mainly depends on the amount and quality of online information, as well as offline service level and efficiency. The satisfaction of purchase mainly depends on the authenticity and accuracy of online information, as well as the professionalism and thoughtfulness of offline services;

The purchase impact of consumers is mainly produced after the use of smart cars. The purchase result is mainly satisfaction and surprise with the functions and intelligence of smart cars. The purchase effect is mainly to improve the convenience and comfort of travel. The value of purchase is mainly It reflects one's own personality and taste, and the significance of purchase is mainly to support and promote the development of smart cars;

Consumers' purchase feedback is mainly the evaluation and suggestion of the brand and model, as well as the expectation and concern of the smart car industry. The purchase evaluation is mainly positive, thinking that the brand and model are the best in smart cars, and the purchase suggestion The main purpose is to hope that the brand and model can continue to maintain and improve its functional and intelligent advantages, and at the same time pay attention to increase its performance and safety protection, the expectation of purchase is mainly to hope that smart cars can be more popular and convenient, and the focus of purchase is mainly to pay attention to the technological progress and policy support of smart cars.

3. Focus Groups

A focus group is a method of gathering collective information and opinions by inviting representatives of a group of target groups to have thematic, purposeful, and guided group discussions. Focus groups can take the form of face-to-face or online, and can guide the direction and content of the discussion through one or more questions or topics. The advantage of focus groups is that they can obtain more yuan, more dynamic and more interactive data, observe consumers' communication, interaction, influence, consensus, etc., and stimulate consumers' thinking, creativity, emotion, etc. The disadvantages of focus groups are the need for professional organizers and guides, the need for appropriate venues and equipment, the need to record and analyze data, and there may be interference and bias. Focus groups are used to collect collective information and opinions of consumers, such as consumers' views, attitudes, feelings, suggestions, etc.

Case 4: Analysis of consumer views and attitudes of smart cars

Champu Consulting conducted a focus group for a smart car company to analyze consumer views and attitudes for market positioning and brand image. The focus group took the form of face-to-face, inviting 10 consumers to participate, of which 5 were consumers who had already bought smart cars and 5 were consumers who were willing to buy smart cars. The focus group was presided over by a professional guide, mainly including the following topics:

Definition and characteristics of smart cars: The leader first introduced the general definition and characteristics of smart cars to consumers, and then invited consumers to share their understanding and knowledge of smart cars, as well as their views on the advantages and disadvantages of smart cars;

Smart car needs and preferences: the facilitator then shows consumers the different brands, types, functions, services, etc. of smart cars, and then invites consumers to express their needs and preferences for smart cars, as well as their purchase factors and opinions on smart cars. Standard;

Experience and evaluation of smart cars: The facilitator finally asked consumers about their experience and satisfaction with smart cars, and then invited consumers to evaluate the brands and models of smart cars they bought or intend to buy, as well as their suggestions and expectations for smart cars.

The focus group discussion lasted about 90 minutes, and through the collation and analysis of the audio recordings and notes of the discussion, Champ Consulting came to the following pointsConclusion：

Consumers' views and attitudes are basically the same on the definition and characteristics of smart cars. They believe that smart cars are cars with the characteristics of automatic driving, Internet of vehicles, electrification, and sharing. They have the advantages of environmental protection, safety, convenience, and intelligence, but they also There are disadvantages such as immature technology, high prices, inconvenient charging, and unclear regulations;

The needs and preferences of consumers are different for the brand, type, function and service of smart cars. Some consumers pay more attention to the popularity and reputation of the brand, some consumers pay more attention to the appearance and comfort of the model, some consumers pay more attention to the performance and intelligence of the function, some consumers pay more attention to the quality and effect of the service, and the purchase factors and standards also vary from person to person, but in general, consumers want a smart car that meets their needs and preferences, while exceeding their expectations and imaginations;

Consumers' experience and evaluation are different for the use and satisfaction of smart cars. Most consumers who have bought smart cars say that they are satisfied and surprised with the functions and intelligence of smart cars, but some consumers say that they are worried and worried about the performance and safety of smart cars. Most consumers who are willing to buy smart cars express their yearning and expectation for the sense of technology and fun of smart cars, however, some consumers expressed hesitation and concern about the price and charging of smart cars. Consumers have different evaluations and suggestions on smart cars. Some consumers praised the brands and models of smart cars they bought or intend to buy. Some consumers put forward suggestions for the improvement and perfection of smart cars, and some consumers expressed their expectations and concerns for smart cars.