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How the sporting goods industry measures the effectiveness and value of consumer research

2024-07-18 09:37:01 Source: Champu Consulting Visits:0

Purpose of 1. Consumer Research

消费者调研是指通过各种方式收集和分析消费者的信息，以了解消费者的需求、动机、态度、行为和满意度等，从而为企业的决策提供依据和指导的过程。

The purpose of consumer research mainly has the following aspects:

了解市场需求和潜力。消费者调研可以帮助企业掌握市场的规模、结构、增长率、趋势和变化，以及消费者的购买力、购买频率、购买量等，从而判断市场的需求和潜力，以及自身的市场份额和竞争优势。

了解消费者偏好和需求。消费者调研可以帮助企业了解消费者的喜好、需求、期望、感受、体验和忠诚度等，从而设计和提供符合消费者需求和偏好的产品和服务，提高消费者的满意度和忠诚度。

了解竞争态势和策略。消费者调研可以帮助企业了解竞争对手的产品、价格、渠道、促销、品牌、形象、优势和劣势等，从而分析竞争对手的战略和动向，制定自身的竞争策略和应对措施。

了解市场机会和风险。消费者调研可以帮助企业了解市场的机会和风险，如新的消费者群体、新的消费场景、新的消费需求、新的消费趋势、新的消费模式等，以及可能影响市场的政策、法律、技术、社会、文化、环境等因素，从而抓住市场机会，规避市场风险。

Methods of 2. Consumer Research

消费者调研的方法主要分为定性调研和定量调研两大类。

定性调研是指通过非结构化或半结构化的方式，收集和分析消费者的言语、行为、情感等非数值化的信息，以揭示消费者的动机、态度、感受等深层次的心理特征的调研方法。定量调研是指通过结构化的方式，收集和分析消费者的数量、频率、比例等数值化的信息，以描述和解释消费者的特征、行为、满意度等表层次的现象的调研方法。定性调研和定量调研各有优劣，一般需要结合使用，以达到互补和验证的效果。

定性调研的常用方法有：

深度访谈。深度访谈是指通过一对一的方式，与消费者进行长时间的、开放式的、灵活的对话，以了解消费者的想法、感受、动机、态度等的调研方法。深度访谈的优点是可以深入挖掘消费者的心理特征，发现潜在的需求和问题；缺点是受访者的数量有限，难以代表整体的消费者群体，且数据的分析和归纳较为主观和复杂。

焦点小组。焦点小组是指通过邀请6至12名具有相似特征的消费者，由一名主持人引导他们就某一主题进行自由讨论，以了解消费者的看法、感受、态度等的调研方法。焦点小组的优点是可以观察消费者之间的互动和影响，发现不同的观点和意见；缺点是受访者的数量和代表性有限，且数据的分析和归纳较为主观和复杂。

情景模拟。情景模拟是指通过让消费者参与某一特定的情景，如购买、使用、评价等，以了解消费者的行为、反应、体验等的调研方法。情景模拟的优点是可以模拟真实的消费场景，观察消费者的自然和真实的行为；缺点是受情景的设置和操作的影响，可能产生一些偏差和误差。

定量调研的常用方法有：

问卷调查。问卷调查是指通过设计一系列的结构化的问题，让消费者按照一定的格式和范围进行选择或填写，以了解消费者的特征、行为、满意度等的调研方法。问卷调查的优点是可以收集大量的数据，进行统计分析和推断，具有较高的客观性和可信度；缺点是难以深入了解消费者的心理特征，且受问卷的设计和分发的影响，可能产生一些偏差和误差。

实验研究。实验研究是指通过控制和改变某些变量，如产品、价格、渠道、促销等，观察消费者的反应和行为，以了解消费者的偏好、需求、期望等的调研方法。实验研究的优点是可以控制和排除一些干扰因素，测试和验证某些假设和结果的调研方法。实验研究的缺点是难以模拟真实的消费场景，且受实验的设计和操作的影响，可能产生一些偏差和误差。

三、消费者调研的指标

消费者调研的指标是指用来衡量消费者调研的效果和价值的一些具体的标准和数据。消费者调研的指标可以分为输入指标、过程指标、输出指标和效果指标四大类。

输入指标。输入指标是指用来衡量消费者调研的投入的一些指标，如消费者调研的预算、时间、人力、资源等。输入指标的作用是帮助企业合理地规划和分配消费者调研的资源，提高消费者调研的效率和质量。

过程指标。过程指标是指用来衡量消费者调研的执行的一些指标，如消费者调研的方法、范围、频率、覆盖率、有效率、准确率等。过程指标的作用是帮助企业监督和控制消费者调研的过程，保证消费者调研的可靠性和有效性。

输出指标。输出指标是指用来衡量消费者调研的产出的一些指标，如消费者调研的数据量、数据质量、数据分析、数据呈现、数据报告等。输出指标的作用是帮助企业评估和改进消费者调研的结果，提高消费者调研的价值和利用率。

效果指标。效果指标是指用来衡量消费者调研的影响的一些指标，如消费者调研对企业的决策、策略、创新、竞争、业绩等的贡献和改善。效果指标的作用是帮助企业验证和优化消费者调研的目的，提高消费者调研的回报和意义。

四、消费者调研的评估

消费者调研的评估是指通过对消费者调研的指标进行分析和比较，以判断消费者调研的效果和价值的好坏的过程。消费者调研的评估可以从以下几个方面进行：

与目标的一致性。消费者调研的评估需要检查消费者调研的结果是否符合消费者调研的目的，是否能够满足企业的信息需求，是否能够解决企业的问题和挑战，是否能够支持企业的决策和策略。

与标准的符合度。消费者调研的评估需要检查消费者调研的过程是否遵循消费者调研的原则和规范，是否符合消费者调研的质量和效率的要求，是否达到消费者调研的预期和计划。

与参考的相对性。消费者调研的评估需要检查消费者调研的结果是否具有代表性和普遍性，是否能够反映消费者的整体和细分的特征和行为，是否能够与其他的数据和信息进行对比和验证。

与实际的相关性。消费者调研的评估需要检查消费者调研的结果是否具有实用性和可操作性，是否能够为企业的产品和服务的设计和提供指导和建议，是否能够为企业的市场和竞争的分析和优化提供依据和支持。

五、消费者调研的挑战和建议

消费者调研在体育用品行业中具有重要的作用，但也面临着一些挑战和困难，如：

消费者的多样性和复杂性。体育用品行业的消费者具有多样的特征和需求，如年龄、性别、收入、教育、地域、文化、健康、兴趣、目的等，这使得消费者调研的范围和深度难以把握，消费者调研的方法和技术难以选择，消费者调研的数据和信息难以分析和解释。

市场的动态性和不确定性。体育用品行业的市场受到多种因素的影响，如政策、法律、技术、社会、文化、环境等，这使得市场的需求和潜力难以预测，市场的趋势和变化难以捕捉，市场的机会和风险难以评估和应对。

竞争的激烈性和复杂性。体育用品行业的竞争日益激烈，竞争对手不断增加，竞争策略不断变化，竞争优势不断消失，这使得竞争的态势和策略难以了解，竞争的优势和劣势难以分析，竞争的策略和措施难以制定和执行。

针对这些挑战和困难，本文提出以下几点建议：

增强消费者调研的目标导向性。消费者调研需要明确消费者调研的目的和意义，根据企业的信息需求和问题设置消费者调研的目标和内容，根据消费者调研的目标和内容选择消费者调研的方法和技术，根据消费者调研的方法和技术制定消费者调研的计划和预算，以提高消费者调研的效率和质量。

增强消费者调研的系统性和综合性。消费者调研需要从消费者的整体和细分的角度进行，从消费者的特征、行为、满意度等多个维度进行，从消费者的需求、动机、态度、感受等多个层次进行，从消费者的过去、现在、未来等多个时期进行，以提高消费者调研的代表性和普遍性。

增强消费者调研的创新性和灵活性。消费者调研需要根据市场的变化和竞争的情况，不断更新和优化消费者调研的方法和技术，如运用大数据、云计算、人工智能等新兴技术，提高消费者调研的数据的收集、分析、呈现、利用等方面的能力，以提高消费者调研的实用性和可操作性。

增强消费者调研的合作性和共享性。消费者调研需要与企业的其他部门和职能进行沟通和协作，如产品、营销、销售、服务、研发等，以确保消费者调研的结果能够被有效地利用和执行，以提高消费者调研的回报和意义。同时，消费者调研也需要与外部的合作伙伴和资源进行交流和共享，如供应商、渠道商、行业协会、媒体、专家、学者等，以扩大消费者调研的视野和影响，以提高消费者调研的价值和意义。

六、尚普咨询的消费者调研服务

尚普咨询是一家专业的咨询公司，致力于为体育用品行业的客户提供高质量的消费者调研服务，以帮助客户了解市场、消费者和竞争，制定有效的策略和创新，提升业绩和竞争力。尚普咨询的消费者调研服务具有以下几个特点：

专业的团队和技术。尚普咨询拥有一支由行业专家、市场研究员、数据分析师、策略顾问等组成的专业团队，具有丰富的体育用品行业的知识和经验，以及先进的消费者调研的方法和技术，能够为客户提供全面、深入、准确的消费者调研服务。

定制的方案和报告。尚普咨询根据客户的具体需求和问题，为客户定制消费者调研的方案和报告，包括消费者调研的目标、内容、方法、范围、时间、预算等，以及消费者调研的数据、分析、Conclusion、建议等，能够为客户提供有针对性、有价值的消费者调研服务。

实战的案例和解决方案。尚普咨询在体育用品行业为多个知名的客户提供过消费者调研服务，如耐克、阿迪达斯、彪马、李宁、安踏等，积累了丰富的实战案例和解决方案，能够为客户提供有参考性、有实用性的消费者调研服务。

以下是尚普咨询为某体育用品品牌提供的消费者调研服务的一个简要介绍：

客户的需求和问题。该品牌是一家专注于高端运动鞋的体育用品品牌，面临着市场份额下降、竞争压力增大、消费者忠诚度降低等问题，需要了解消费者对高端运动鞋的需求、偏好、期望、感受等，以及竞争对手的产品、价格、渠道、促销、品牌等，从而制定有效的市场策略和产品创新。

尚普咨询的方案和报告。尚普咨询为该品牌设计了一套消费者调研的方案，包括以下几个步骤：

第一步，进行市场分析，了解高端运动鞋的市场规模、结构、增长率、趋势和变化，以及该品牌的市场份额和竞争优势。

第二步，进行消费者分析，通过问卷调查和深度访谈，收集和分析消费者的特征、行为、满意度等数据，以及消费者的需求、动机、态度、感受等信息，从而揭示消费者的偏好和需求。

第四步，进行数据分析，通过运用统计分析、聚类分析、关联分析、因子分析等方法，对收集的数据进行整合、归纳、分类、解释、验证等，从而得出消费者调研的Conclusionand recommendations.

第五步，进行数据呈现，通过运用图表、图像、视频、音频等方式，将数据分析的结果以清晰、直观、生动的形式呈现给客户，以便客户理解和利用。

第六步，撰写数据报告，将数据呈现的内容以文字的形式记录下来，形成一份完整、详细、专业的消费者调研报告，交付给客户，以便客户参考和执行。

尚普咨询的案例和解决方案。尚普咨询的消费者调研服务为该品牌提供了以下几个方面的价值和意义：

了解了高端运动鞋的市场需求和潜力，以及该品牌的市场地位和竞争力，为该品牌制定市场目标和策略提供了依据和指导。

了解了消费者对高端运动鞋的偏好和需求，以及消费者的感受和体验，为该品牌设计和提供符合消费者需求和偏好的产品和服务提供了指导和建议。

了解了竞争对手的产品和策略，以及竞争对手的优势和劣势，为该品牌分析和优化自身的产品和策略提供了依据和支持。

为该品牌提供了一份专业的消费者调研报告，包含了丰富的数据和信息，以及有价值的Conclusion和建议，为该品牌的决策和执行提供了参考和支持。

Conclusion

消费者调研是体育用品行业的重要工具，可以帮助企业了解市场、消费者和竞争，制定有效的策略和创新，提升业绩和竞争力。然而，消费者调研的效果和价值如何衡量，却是一个不容忽视的问题。本文从消费者调研的效果和价值的问题，探讨了体育用品行业如何衡量消费者调研的效果和价值，以及存在的挑战和建议。本文以尚普咨询为例，介绍了其在体育用品行业为客户提供的消费者调研服务，以及其如何运用专业的数据分析和行业洞察，为客户提供有价值的消费者调研报告和解决方案。本文的主要ConclusionAnd the recommendations are as follows:

消费者调研的效果和价值需要从消费者调研的目的、方法、指标和评估等方面进行衡量，以确保消费者调研的结果能够满足企业的信息需求，解决企业的问题和挑战，支持企业的决策和策略，提升企业的业绩和竞争力。

消费者调研的效果和价值也需要根据市场、消费者和竞争的变化和情况，不断进行更新和优化，以提高消费者调研的效率和质量，提高消费者调研的代表性和普遍性，提高消费者调研的实用性和可操作性，提高消费者调研的回报和意义。

消费者调研的效果和价值还需要与企业的其他部门和职能，以及外部的合作伙伴和资源进行沟通和协作，以提高消费者调研的可靠性和有效性，提高消费者调研的利用率和执行率，提高消费者调研的价值和意义。

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On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise