Purpose of 1. Consumer Research

Consumer research is a method of collecting, analyzing and interpreting consumer-related information to help companies understand consumer needs, preferences, behavior and satisfaction, so as to develop more effective marketing strategies. The main purpose of consumer research is the following:

Identify and classify market segments: through consumer research, we can understand the demographic characteristics, geographical characteristics, psychological characteristics and behavioral characteristics of consumers, so as to divide consumers into different groups, so as to provide more suitable products and services for different market segments.

Assessing and forecasting market demand: through consumer research, we can understand the consumer demand for LCD TV sets, demand types, demand changes and demand influencing factors, so as to assess and predict the size, potential and trends of the market in order to adjust the production and supply of products.

Analysis and optimization of market competition: through consumer research, we can understand consumers' cognition, attitude, choice and evaluation of LCD TV sets, so as to analyze and optimize the marketing mix elements such as product positioning, differentiation, brand, price, channel and promotion, so as to enhance the competitiveness and market share of products.

Discover and create market opportunities: through consumer research, we can understand consumers' expectations, unmet needs, pain points and challenges for LCD TV sets, so as to discover and create market opportunities to develop and launch new products and services that are more in line with consumer needs, or to improve and innovate existing products and services.

Methods of 2. Consumer Research

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the quantitative measurement and analysis of consumer information through mathematical and statistical methods to obtain objective and verifiable results. The common methods of quantitative research are questionnaire, experiment, observation and so on. Qualitative research refers to the in-depth understanding and interpretation of consumer information through non-mathematical and non-statistical methods to obtain subjective and multidimensional results. Common methods of qualitative research include interviews, focus groups, and case studies.

When conducting consumer research for LCD TV companies, Shangpu Consulting adopts a combination of quantitative research and qualitative research to obtain more comprehensive and accurate data and analysis. Specifically, Champ & Co. used the following methods:

Questionnaire survey: Shangpu Consulting Company has designed a consumer survey questionnaire involving LCD TV sets, including basic information of consumers, purchase status of LCD TV sets, usage of LCD TV sets, satisfaction and loyalty of LCD TV sets, improvement opinions of LCD TV sets, etc. Shangpu Consulting Company distributed questionnaires to LCD TV consumers across the country through the Internet, telephone, email, etc., and collected effective responses.

Interviews: Shangpu Consulting invited some LCD TV consumers to conduct one-to-one or one-to-many interviews to gain an in-depth understanding of consumers' views and suggestions on LCD TV needs, preferences, feelings and expectations. Champ Consulting recorded the process and results of the interview through audio, video and notes.

Focus groups: Champ Consulting organized several focus groups composed of 6 to 10 LCD TV consumers, and a host guided them to discuss freely on LCD TV-related topics to explore the common points and differences in consumers' cognition, attitude, selection and evaluation of LCD TV sets. Champ Consulting recorded the process and results of the focus group through audio, video and notes.

Case analysis: Shangpu Consulting Company selected several customers of LCD TV enterprises as cases, and analyzed their cooperation process, cooperation effect, cooperation problems and cooperation suggestions with LCD TV enterprises, so as to show how LCD TV enterprises can provide products and services more in line with consumers' needs through consumer research, as well as the value and significance of consumer research.

The Process of 3. Consumer Research

The process of consumer research generally includes the following steps:

Determine the research objectives: clarify the subject, scope, object, content and expected results of the research in order to develop research plans and programs.

Design research plan: select the appropriate research methods, tools, samples, time and place, in order to implement the research activities and tasks.

Collect research data: Obtain effective information and feedback from consumers through the implementation of research programs in order to conduct research.

Analysis of research data: through the use of statistics, mathematics, logic and other methods, the collected research data to organize, summarize, classify, compare, calculate and infer, in order to obtain valuable information and.Conclusion。

Writing research report: according to the results of the analysis, write a systematic, complete, clear and convincing research report, including the background, objectives, plans, data, analysis,Conclusionand recommendations to present the process and results of the research to LCD TV companies.

Provide research and consultation: according to the research report, provide targeted strategic suggestions and solutions for LCD TV enterprises, including how to divide and select market segmentation, how to evaluate and predict market demand, how to analyze and optimize market competition, how to find and create market opportunities, so as to help LCD TV enterprises to enhance the competitiveness and added value of their products.

Results of 4. Consumer Research

Through consumer research, Shangpu Consulting has provided the following results for LCD TV companies:

Identification and selection of market segmentation: According to the demographic characteristics, geographical characteristics, psychological characteristics and behavioral characteristics of consumers, Shangpu Consulting divides consumers into four market segments, namely, high-end quality type, mid-end practical type, low-end economy type and emerging trend type. Champu Consulting analyzes the size, potential, demand, preferences and competition of each market segment, and provides the basis and recommendations for LCD TV companies to select market segments.

Evaluation and prediction of market demand: according to the purchase quantity, purchase frequency, purchase motivation and purchase influencing factors of consumers, Shangpu Consulting Company evaluated the current situation and characteristics of the market demand of LCD TV sets, predicted the changes and trends of the market demand of LCD TV sets, and provided the basis and suggestions for LCD TV enterprises to formulate production and supply plans.

Analysis and optimization of market competition: According to consumers' cognition, attitude, choice and evaluation, Shangpu Consulting Company analyzed the current situation and characteristics of market competition of LCD TV sets, optimized the marketing mix elements of LCD TV sets, including product positioning, differentiation, brand, price, channel and promotion, etc., and provided basis and suggestions for LCD TV enterprises to enhance their competitiveness and market share.

Discovery and creation of market opportunities: According to consumers' expectations, unmet needs, pain points and challenges, Shangpu Consulting Company has discovered and created market opportunities for LCD TV sets, including the development and introduction of higher definition, smarter, more environmentally friendly and more personalized LCD TV products, or the improvement and innovation of the functions, designs and services of existing LCD TV products, it provides the basis and suggestion for LCD TV enterprises to increase the added value of products and attract consumers.

Conclusion

LCD TV industry is an industry full of opportunities and challenges. Consumer research is an important means for LCD TV companies to succeed in the market. Through consumer research, Shangpu Consulting provides LCD TV companies with valuable data and analysis, as well as targeted strategic suggestions and solutions to help LCD TV companies better understand consumer needs, preferences, Behavior and satisfaction, so as to find market opportunities and enhance the competitiveness and added value of products.