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How the new beauty retail industry finds market opportunities through consumer research

2024-07-18 09:36:48 来源：尚普咨询浏览量：0

Purpose of 1. Consumer Research

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment, demographic characteristics, lifestyle, economic level, etc., to achieve their own aspirations and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase, use and other stages.

The purpose of consumer research mainly has the following aspects:

了解消费者的需求和满意度，评估市场的潜力和风险，发现市场的机会和威胁；

分析消费者的行为和心理，揭示消费者的偏好和动机，建立消费者的画像和分群；

测试消费者对产品、价格、渠道、促销、包装等要素的反应，优化产品的设计和定位，提升产品的竞争力和吸引力；

监测消费者的满意度和忠诚度，评估品牌的知名度和形象，提升品牌的影响力和忠诚度；

预测消费者的行为和趋势，掌握消费者的变化和需求，制定有效的市场策略和产品创新。

Methods of 2. Consumer Research

消费者调研的方法主要分为定性研究和定量研究两大类。定性研究是指通过深入访谈、焦点小组、观察法、案例分析等方式，收集和分析消费者的言语、行为、情感等非结构化的数据，以获取消费者的深层次的见解和感受。

定量研究是指通过问卷调查、实验法、数理统计等方式，收集和分析消费者的数量、频率、比例等结构化的数据，以获取消费者的客观和具体的信息和规律。

定性研究能够深入了解消费者的心理和动机，发现新的问题和机会，提供创新的思路和方向数据的收集和分析较为复杂和主观，样本的代表性和普遍性较低，结果的可靠性和有效性较差

定量研究能够准确测量消费者的行为和态度，验证假设和Conclusion，提供可量化的证据和建议数据的收集和分析较为简单和客观，样本的代表性和普遍性较高，结果的可靠性和有效性较好

一般来说，消费者调研的过程中需要结合定性研究和定量研究的方法，根据不同的目的和阶段，选择合适的方法和工具，以达到最佳的效果。例如，在市场调研的初期，可以通过定性研究来探索消费者的需求和问题，为后续的定量研究提供基础和方向；在市场调研的中期，可以通过定量研究来验证消费者的行为和规律，为最终的决策提供依据和支持。

三、消费者调研的步骤

The steps of consumer research generally include the following:

Identify research objectives: identify the themes, issues, assumptions and expected results of the research, as well as the purpose and value of the research.

Design the research plan: select the appropriate research methods, samples, tools and indicators, as well as the time, place and budget of the research.

Implementation of research activities: collect, record and sort out data according to the research plan.

分析调研结果：运用适当的分析方法，对数据进行清洗、处理、归纳和解释，得出调研的Conclusionand recommendations.

撰写调研报告：按照规范的格式和内容，编写调研报告，反映调研的过程、结果和意义，提供可行的策略和方案。

四、消费者调研的案例

为了更好地说明消费者调研的实际应用，本文以尚普咨询公司为例，介绍了其为一家美妆新零售企业（以下简称A公司）进行的消费者调研的案例。A公司是一家专注于提供个性化美妆定制服务的新零售企业，通过线上线下相结合的方式，为消费者提供量身定制的彩妆产品和专业的美妆咨询。A公司希望通过消费者调研，了解消费者对其产品和服务的认知、满意度和忠诚度，以及消费者的美妆需求和偏好，从而优化其产品和服务，提升其市场竞争力。尚普咨询公司为A公司提供了以下的消费者调研服务：

确定调研目标：尚普咨询公司与A公司沟通，明确了调研的目标，即评估A公司的品牌形象和市场表现，分析消费者的行为和心理，揭示消费者的美妆需求和偏好，提供个性化的产品和服务建议。

设计调研方案：尚普咨询公司根据调研目标，选择了定性研究和定量研究相结合的方法，分别采用了深入访谈、焦点小组和问卷调查的工具，对A公司的目标消费者进行了调研。调研的样本包括了A公司的现有客户和潜在客户，以及竞争对手的客户，共计500人。调研的指标包括了消费者的基本信息、美妆消费行为、美妆消费动机、美妆消费偏好、美妆消费满意度、美妆消费忠诚度、美妆消费期待等。调研的时间为2024年1月至2月，地点为北京、上海、广州、深圳等主要城市。

实施调研活动：尚普咨询公司按照调研方案，通过线上线下的方式，进行了数据的收集、记录和整理。在深入访谈中，尚普咨询公司邀请了20位A公司的核心客户，以半结构化的方式，对其进行了约60分钟的一对一的访谈，了解了他们对A公司的产品和服务的认知、评价和建议，以及他们的美妆需求和偏好。在焦点小组中，尚普咨询公司邀请了40位A公司的潜在客户，以小组讨论的方式，对其进行了约90分钟的多对多的访谈，了解了他们对美妆新零售行业的看法和期待，以及他们的美妆消费行为和动机。在问卷调查中，尚普咨询公司通过线上平台，向440位A公司的现有客户、潜在客户和竞争对手的客户，发放了一份包含了20个问题的问卷，了解了他们的美妆消费偏好、满意度和忠诚度，以及他们对A公司的品牌形象和市场表现的评价。

分析调研结果：尚普咨询公司运用适当的分析方法，对数据进行了清洗、处理、归纳和解释，得出了以下的调研Conclusionand recommendations:

A公司的品牌形象和市场表现较为一般，虽然在个性化美妆定制服务方面有一定的优势和特色，但在品牌知名度、影响力和忠诚度方面还有较大的提升空间。调研显示，A公司的客户中，只有35%的人表示对A公司的品牌有较强的认同和信任，而有40%的人表示对A公司的品牌没有明显的印象和感受，还有25%的人表示对A公司的品牌有一定的疑虑和不满。尚普咨询公司建议A公司加强其品牌的宣传和推广，提高其品牌的知名度和影响力，同时增加其品牌的差异化和个性化，提升其品牌的认同和忠诚度。

A公司的产品和服务的满意度较为高，但仍有改进的空间和潜力。调研显示，A公司的客户中，有75%的人表示对A公司的产品和服务的质量和效果比较满意，而有15%的人表示对A公司的产品和服务的价格和性价比比较满意，还有10%的人表示对A公司的产品和服务的创新和多样性比较满意。尚普咨询公司建议A公司继续保持其产品和服务的高水准，同时根据消费者的需求和反馈，不断优化其产品和服务的价格和性价比，以及其产品和服务的创新和多样性。

A公司的目标消费者的美妆需求和偏好较为多元和个性化，需要更加细致和精准的了解和满足。调研显示，A公司的目标消费者中，有65%的人表示他们的美妆需求和偏好是根据自己的肤质、脸型、气质等个人特征来定制的，而有25%的人表示他们的美妆需求和偏好是根据不同的场合、季节、心情等外部因素来变化的，还有10%的人表示他们的美妆需求和偏好是根据流行的趋势、明星的示范、专家的建议等参考来源来选择的。尚普咨询公司建议A公司更加细致和精准地了解和满足其目标消费者的美妆需求和偏好，通过线上线下相结合的方式，为消费者提供更加个性化、专业化和智能化的美妆定制服务，从而提升消费者的购物体验和品牌忠诚度。

撰写调研报告：尚普咨询公司按照规范的格式和内容，编写了一份详细的调研报告，反映了调研的过程、结果和意义，提供了可行的策略和方案，为A公司的市场决策提供了参考和支持。

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