Jewelry industry is an industry full of charm and challenge. It involves people's aesthetics, emotion, culture and values, and is also influenced by economy, society, technology and environment. With the increasingly diversified and personalized needs and preferences of consumers, jewelry companies are facing fierce competition and continuous changes. How to maintain innovation and competitiveness has become the core issue of the jewelry industry.

Consumers are the core driving force of the jewelry industry, and it is the basic goal of jewelry enterprises to understand and meet the needs and preferences of consumers. Consumer research is a method of collecting, analyzing and interpreting consumer information to support the decisions and actions of jewelry companies. Consumer research can help jewelry companies:

Identify and classify market segments and target groups of consumers;

Understand consumer needs, preferences, motivations, attitudes, behaviors, and satisfaction;

Assess consumers' perception, perception, evaluation and loyalty to jewelry products and services;

Predict and track consumer demand and preferences trends and influencing factors;

Design and test new or improved jewelry products and services to meet or exceed consumer expectations;

Optimize pricing, promotion, channel and experience strategies for jewelry products and services;

monitoring and evaluating the market performance and effectiveness of jewellery products and services;

Establish and maintain good communication and relationship with consumers to improve brand awareness and reputation.

Purpose and types of consumer research

The purpose of consumer research is to solve specific problems encountered by jewelry companies in marketing and management, or to identify and exploit potential opportunities in the market. According to different purposes, consumer research can be divided into the following types:

Market research: mainly to understand the size, structure, characteristics, trends, opportunities and threats of the jewelry market, as well as the competitive situation and environmental factors of the jewelry industry, to provide a basis for the market positioning, strategic planning and resource allocation of jewelry enterprises.

Product research: mainly to understand consumers' demand, preference, evaluation and feedback on jewelry products, as well as the advantages and disadvantages of jewelry products, and to provide guidance for product development, improvement and innovation of jewelry enterprises.

Service research: mainly to understand consumers' demand, preference, evaluation and feedback for jewelry services, as well as the advantages and disadvantages of jewelry services, and to provide guidance for service design, improvement and innovation of jewelry enterprises.

Consumer behavior research: mainly to understand the motivation, attitude, behavior and satisfaction of consumers in the process of purchasing and using jewelry products and services, as well as the internal and external factors that affect consumer behavior, so as to provide the basis for the marketing strategy and behavior intervention of jewelry enterprises.

Brand research: mainly to understand consumers' cognition, perception, evaluation and loyalty to jewelry brands, as well as the image, positioning and differentiation of jewelry brands, so as to provide support for brand building, management and promotion of jewelry enterprises.

Advertising research: mainly to understand consumers' contact, attention, understanding, memory and reaction to jewelry advertisements, as well as the creativity, content and effect of jewelry advertisements, and to provide reference for the advertising planning, execution and evaluation of jewelry enterprises.

Channel research: mainly to understand consumers' choice, use and evaluation of jewelry sales channels, as well as the distribution, characteristics and efficiency of jewelry sales channels, and to provide suggestions for the channel construction, management and optimization of jewelry enterprises.

Experience research: mainly to understand the feelings, emotions and experiences of consumers in the process of purchasing and using jewelry products and services, as well as the elements and mechanisms that affect the consumer experience, and to provide solutions for the experience design, provision and improvement of jewelry companies.

Steps and tools for consumer research

Consumer research is a systematic process that generally includes the following steps:

Determine the purpose and questions of the research: clarify the purpose, scope, content and questions of the research, as well as the expected results and value of the research.

Design research programs and methods: select appropriate research methods, tools and techniques, design research processes, steps and details, and develop research time, budget and resources.

Collect research data and information: Implement research plans and obtain effective data and information from consumers and other interested parties through questionnaires, interviews, observations, experiments, etc.

Analysis of research data and information: the use of statistics, analysis, modeling and other methods, the collection of data and information to organize, process, summarize and interpret, extract valuable insights and findings.

Writing research reports and recommendations: According to the results of the analysis, write research reports, summarize the purpose, methods, process and conclusions of the research, put forward research suggestions and opinions, as well as the limitations and shortcomings of the research.

Application of research results and recommendations: Develop and implement appropriate action plans based on research reports and recommendations, and apply consumer research results and recommendations to the design, testing and innovation of jewelry products and services, as well as other related marketing and management activities to improve the competitiveness and efficiency of jewelry companies.

There are a variety of tools and techniques for consumer research, and you can choose the right combination and collocation according to different research purposes and questions to achieve the best research results. In general, consumer research tools and techniques can be divided into two categories:

Quantitative research: mainly through numerical and statistical methods to quantify and measure consumer information in order to obtain objective and comparable results. Common tools and techniques for quantitative research are: questionnaires, web surveys, telephone surveys, face-to-face surveys, scan data, transaction data, tracking data, experimental design, factor analysis, cluster analysis, regression analysis, hypothesis testing, variance analysis, etc.

Qualitative research: mainly through language and images, to describe and explain consumer information, in order to get in-depth and detailed results. Common tools and techniques for qualitative research are: interviews, focus groups, in-depth interviews, observations, neuromarketing, emotional analysis, text analysis, image analysis, storytelling, scenario, metaphor, and association.

Application cases of consumer research

The application of consumer research in the jewelry industry is extensive and effective. It can help jewelry companies improve their level and capabilities in all aspects, create more valuable and attractive products and services, and win more consumers and markets. Below, we combine the actual case of Shangpu Consulting Company to see the application effect and value of consumer research in the jewelry industry.

Case 1: For an internationally renowned jewelry brand, a consumer survey on the Chinese market was conducted to understand the needs, preferences and purchasing behaviors of Chinese consumers for jewelry, as well as their cognition, perception and evaluation of the brand. Provide support for the brand's Chinese market strategy. Using a combination of quantitative and qualitative methods, Champu Consulting collected a large amount of data and information through online surveys, interviews and focus groups, conducted in-depth analysis and interpretation, and came to the following main findings:

Chinese consumers' demand and preference for jewelry are diversified and personalized. Different consumer groups have different purchase motivation, purchase occasion, purchase frequency and purchase amount, as well as different jewelry categories, styles, materials and colors.

Chinese consumers' purchase behavior of jewelry is a combination of rational and emotional. When they buy jewelry, they will consider the quality, price, design, brand, service and experience of jewelry, and they will also be affected by their own emotions., Values, cultural background and social influence and other internal and external factors.

Chinese consumers' cognition and perception of the brand is a mixture of positive and negative. They have a high evaluation of the brand's quality, design, innovation and internationalization, but they have a low evaluation of the brand's price, service, experience and localization. At the same time, there are certain cognitive misunderstandings and perception gaps.

Chinese consumers' evaluation and loyalty to the brand are moderate and unstable, their satisfaction with the brand and willingness to recommend are general, and they are vulnerable to competition and temptation from other brands, and their repeated purchases and long-term purchases of the brand The maintenance of the relationship is uncertain.

Based on these findings, Champ Consulting makes the following recommendations for the brand:

The brand should design and launch jewelry products and services that better meet the needs and preferences of Chinese consumers according to the market segmentation and target groups of Chinese consumers, so as to improve its market share and brand loyalty.

The brand should strengthen the research and analysis of the consumer behavior of Chinese consumers to understand their motivation, attitude, behavior and satisfaction of buying jewelry, as well as the internal and external factors that affect their buying behavior, so as to optimize their marketing strategy and behavior intervention.

The brand should improve brand communication and education to Chinese consumers, so as to enhance their cognition, perception and evaluation of the brand, and eliminate their cognitive misunderstanding and perception gap of the brand, so as to enhance their brand awareness and reputation.

The brand should improve the brand service and experience to Chinese consumers to increase their satisfaction and willingness to recommend the brand, as well as increase their repeat purchases of the brand and the maintenance of long-term relationships to increase their brand value and profits.

Case 2: For a leading domestic jewelry e-commerce platform, a consumer survey on its newly launched jewelry customization service was conducted to understand consumers' needs, preferences and feedback for the service, as well as the platform The cognition, perception and evaluation of the platform provide support for the service innovation and optimization of the platform. Using a combination of qualitative and quantitative methods, Champu Consulting collected a large amount of data and information through online surveys, interviews and experiments, conducted in-depth analysis and interpretation, and made the following main findings:

Consumers' needs and preferences for jewelry customization services are strong and clear. They hope that through jewelry customization services, they can obtain jewelry products that are more in line with their personality, style and emotions, as well as more interesting and meaningful jewelry purchase and use. experience.

Consumers' feedback and evaluation of jewelry customization service is a mixture of positive and negative. They have high evaluation on the creativity, interaction and experience of the service, but they have low evaluation on the price, quality, efficiency and safety of the service. At the same time, there are some obstacles and confusion.

Consumers' cognition and perception of the platform are consistent and inconsistent. They have a high degree of consistency in the quality, price, design and innovation of the platform, but they have a high degree of consistency in the service, experience and brand of the platform. There is also a certain cognitive misunderstanding and perception gap.

Consumers' evaluation and loyalty to the platform are high and low alternately. Their satisfaction and willingness to recommend the platform are high, but their repeated purchases and long-term relationship maintenance on the platform are low. And it is vulnerable to competition and temptation from other platforms, and the brand value and profit of the platform are unstable.

Based on these findings, Champ Consulting makes the following recommendations for the platform:

The platform should provide more options and combinations of jewelry customization services according to the market segmentation and target groups of consumers to meet the diversified and personalized needs and preferences of consumers.

The platform should strengthen the protection and improvement of the service quality and efficiency of consumers, so as to improve the trust and sense of security of consumers, and reduce the barriers and confusion of consumers.

The platform should improve brand communication and education to consumers, so as to enhance consumers' cognition, perception and evaluation of the platform, and eliminate consumers' cognitive misunderstanding and perception gap of the platform, so as to enhance the brand awareness and reputation of the platform.

The platform should improve the brand service and experience to consumers to increase consumer satisfaction and recommend willingness, as well as increase consumer repeat purchases and long-term relationship maintenance to the platform to increase the brand value and profit of the platform.