Purpose of 1. Consumer Research

Consumer research refers to the process of collecting and analyzing consumer information in various ways to understand consumer needs, motivations, attitudes, behaviors, and satisfaction, so as to provide a basis and guidance for business decisions.

The purpose of consumer research mainly has the following aspects:

Understand the market demand and potential. Consumer research can help companies grasp the size, structure, growth rate, trends and changes of the market, as well as consumers' purchasing power, purchase frequency, purchase volume, etc., so as to judge the demand and potential of the market, as well as their own market share and competitive advantage.

Understand consumer preferences and needs. Consumer research can help companies understand consumer preferences, needs, expectations, feelings, experience and loyalty, so as to design and provide products and services that meet consumer needs and preferences, and improve consumer satisfaction and loyalty.

Understand the competitive landscape and strategy. Consumer research can help companies understand competitors' products, prices, channels, promotions, brands, images, strengths and weaknesses, etc., so as to analyze competitors' strategies and trends, and formulate their own competitive strategies and countermeasures.

Understand market opportunities and risks. Consumer research can help companies understand market opportunities and risks, such as new consumer groups, new consumption scenarios, new consumption needs, new consumption trends, new consumption patterns, etc., as well as policies, laws, and laws that may affect the market. Technology, society, culture, environment and other factors, so as to seize market opportunities and avoid market risks.

Methods of 2. Consumer Research

The methods of consumer research are divided into two main categories: qualitative research and quantitative research.

Qualitative research refers to the collection and analysis of non-numerical information such as consumers' words, behaviors, and emotions through unstructured or semi-structured methods to reveal the deep-seated psychological characteristics of consumers such as motivation, attitude, and feelings. Research method. Quantitative research refers to the collection and analysis of the number, frequency, proportion and other numerical information of consumers in a structured way to describe and explain the characteristics, behavior, satisfaction and other table-level phenomena of consumers. Qualitative research and quantitative research have their own advantages and disadvantages, and generally need to be used in combination to achieve complementary and validation effects.

The common methods of qualitative research are:

In-depth interviews. In-depth interview refers to a long-term, open and flexible dialogue with consumers through a one-to-one approach to understand consumers' thoughts, feelings, motivations, attitudes and other research methods. The advantage of in-depth interviews is that they can dig deeper into the psychological characteristics of consumers and discover potential needs and problems; the disadvantage is that the number of respondents is limited, it is difficult to represent the overall consumer group, and the analysis and induction of data is subjective and complex.

Focus groups. Focus group refers to the research method of inviting 6 to 12 consumers with similar characteristics and guiding them to have a free discussion on a certain topic by a moderator to understand consumers' views, feelings and attitudes. The advantage of focus groups is that they can observe the interaction and influence of consumers and find different views and opinions; the disadvantage is that the number and representation of respondents are limited, and the analysis and induction of data are subjective and complex.

Scenario simulation. Scenario simulation refers to a research method that allows consumers to participate in a particular scenario, such as purchase, use, evaluation, etc., to understand consumer behavior, reaction, experience, etc. The advantage of scenario simulation is that it can simulate real consumption scenarios and observe the natural and real behavior of consumers; the disadvantage is that it is affected by the setting and operation of the scenario, which may produce some deviations and errors.

The common methods of quantitative research are:

Questionnaire survey. Questionnaire survey refers to the design of a series of structured questions, let consumers choose or fill in according to a certain format and scope, in order to understand the characteristics of consumers, behavior, satisfaction and other research methods. The advantage of questionnaire survey is that it can collect a large amount of data, carry out statistical analysis and inference, and has high objectivity and credibility; the disadvantage is that it is difficult to understand the psychological characteristics of consumers in depth, and it is affected by the design and distribution of the questionnaire, which may produce some deviations and errors.

experimental study. Experimental research is a research method that observes consumer reactions and behaviors by controlling and changing certain variables, such as products, prices, channels, promotions, etc., to understand consumer preferences, needs, expectations, etc. The advantage of experimental research is that it can control and eliminate some interference factors, test and verify some hypotheses and results. The disadvantage of experimental research is that it is difficult to simulate the real consumption scenario, and it is affected by the design and operation of the experiment, which may produce some deviations and errors.

Indicators of 3. Consumer Research

The indicators of consumer research refer to some specific standards and data used to measure the effectiveness and value of consumer research. The indicators of consumer research can be divided into four categories: input indicators, process indicators, output indicators and effect indicators.

Input metrics. Input indicators are some of the indicators used to measure the input of consumer research, such as budget, time, manpower, and resources for consumer research. The role of input indicators is to help companies rationally plan and allocate resources for consumer research and improve the efficiency and quality of consumer research.

process indicators. Process indicators are some of the indicators used to measure the implementation of consumer research, such as the method, scope, frequency, coverage, efficiency, and accuracy of consumer research. The role of process indicators is to help companies monitor and control the process of consumer research to ensure the reliability and effectiveness of consumer research.

Output indicators. Output indicators are some indicators used to measure the output of consumer research, such as the amount of data, data quality, data analysis, data presentation, data reporting, etc. The role of output indicators is to help companies evaluate and improve the results of consumer research and increase the value and utilization of consumer research.

Effect indicators. Effectiveness indicators are indicators used to measure the impact of consumer research, such as the contribution and improvement of consumer research to a company's decision-making, strategy, innovation, competition, performance, etc. The role of performance indicators is to help companies verify and optimize the purpose of consumer research and improve the return and significance of consumer research.

Evaluation of 4. Consumer Research

The evaluation of consumer research refers to the process of analyzing and comparing the indicators of consumer research to judge the effect and value of consumer research. The evaluation of consumer research can be carried out from the following aspects:

Consistency with objectives. The evaluation of consumer research needs to check whether the results of consumer research meet the purpose of consumer research, whether they can meet the information needs of enterprises, whether they can solve the problems and challenges of enterprises, and whether they can support the decisions and strategies of enterprises.

Compliance with standards. The evaluation of consumer research needs to check whether the process of consumer research follows the principles and norms of consumer research, whether it meets the requirements of the quality and efficiency of consumer research, and whether it meets the expectations and plans of consumer research.

Relativity with reference. The evaluation of consumer research needs to check whether the results of consumer research are representative and universal, whether they can reflect the overall and segmented characteristics and behaviors of consumers, and whether they can be compared and verified with other data and information.

relevance to reality. The evaluation of consumer research needs to check whether the results of consumer research are practical and operable, whether they can provide guidance and suggestions for the design and provision of products and services for enterprises, and whether they can provide basis and support for the analysis and optimization of the market and competition of enterprises.

5. Consumer Research Challenges and Recommendations

Consumer research plays an important role in the sporting goods industry, but it also faces some challenges and difficulties, such:

Consumer diversity and complexity. Consumers in the sporting goods industry have diverse characteristics and needs, such as age, gender, income, education, region, culture, health, interest, purpose, etc., which makes the scope and depth of consumer research difficult to grasp, consumer research methods and Technology is difficult to choose, and consumer research data and information are difficult to analyze and explain.

market dynamics and uncertainty. The market of the sporting goods industry is affected by many factors, such as policy, law, technology, society, culture, environment, etc., which makes the demand and potential of the market difficult to predict, market trends and changes difficult to capture, market opportunities and risks difficult to assess and respond.

The intensity and complexity of competition. Competition in the sporting goods industry is becoming increasingly fierce, competitors are increasing, competitive strategies are constantly changing, and competitive advantages are constantly disappearing, which makes it difficult to understand the competitive situation and strategies, difficult to analyze the advantages and disadvantages of competition, and difficult to formulate and implement competitive strategies and measures.

In view of these challenges and difficulties, this paper puts forward the following suggestions:

Enhance the target orientation of consumer research. Consumer research needs to clarify the purpose and significance of consumer research, set the objectives and contents of consumer research according to the information needs and problems of enterprises, choose the methods and technologies of consumer research according to the objectives and contents of consumer research, and formulate plans and budgets for consumer research according to the methods and technologies of consumer research, so as to improve the efficiency and quality of consumer research.

Enhance the systematic and comprehensive nature of consumer research. Consumer research needs to be carried out from the perspective of consumers as a whole and subdivision, from the characteristics, behavior, satisfaction and other dimensions of consumers, from the needs, motives, attitudes, feelings and other levels of consumers, from the past, present, future and other periods of consumers, in order to improve the representativeness and universality of consumer research.

Enhance innovation and flexibility in consumer research. Consumer research needs to continuously update and optimize consumer research methods and technologies according to market changes and competition, such as the use of emerging technologies such as big data, cloud computing, and artificial intelligence to improve the collection, analysis, and analysis of consumer research data. The ability to present and utilize to improve the practicability and operability of consumer research.

Enhance the cooperation and sharing of consumer research. Consumer research needs to communicate and collaborate with other departments and functions of the enterprise, such as product, marketing, sales, service, research and development, etc., to ensure that the results of consumer research can be effectively used and executed, so as to improve the return and significance of consumer research. At the same time, consumer research also needs to communicate and share with external partners and resources, such as suppliers, channel providers, industry associations, media, experts, scholars, etc., to expand the vision and influence of consumer research and improve consumers The value and significance of research.

Consumer Research Service of 6. Shangpu Consulting

Shangpu Consulting is a professional consulting company dedicated to providing high-quality consumer research services to customers in the sporting goods industry to help customers understand the market, consumers and competition, formulate effective strategies and innovations, and enhance performance and competitiveness. The consumer research service of Shangpu Consulting has the following characteristics:

Professional team and technology. Shangpu Consulting has a professional team composed of industry experts, market researchers, data analysts, strategy consultants, etc., with rich knowledge and experience in the sporting goods industry, as well as advanced consumer research methods and technologies, which can provide customers with comprehensive, in-depth and accurate consumer research services.

Customized protocols and reports. According to the specific needs and problems of customers, Shangpu Consulting customizes consumer research plans and reports for customers, including consumer research objectives, content, methods, scope, time, budget, etc., as well as consumer research data, analysis,Conclusion, suggestions, etc., can provide customers with targeted and valuable consumer research services.

Practical cases and solutions. Shangpu Consulting has provided consumer research services for many well-known customers in the sporting goods industry, such as Nike, Adidas, Puma, Li Ning, Anta, etc., and has accumulated a wealth of practical cases and solutions, which can provide customers with reference, Practical consumer research services.

The following is a brief introduction to the consumer research services provided by Champ Consulting for a sporting goods brand:

Customer needs and problems. The brand is a sporting goods brand focusing on high-end sneaker. It is facing problems such as declining market share, increasing competitive pressure, and reducing consumer loyalty. It is necessary to understand consumers' needs, preferences, expectations, and feelings for high-end sneaker. And competitors' products, prices, channels, promotions, brands, etc., so as to formulate effective market strategies and product innovations.

The programme and report of the Champ Consult. Champ Consulting has designed a consumer research plan for the brand, including the following steps:

The first step is to conduct market analysis to understand the market size, structure, growth rate, trends and changes of high-end sneaker, as well as the market share and competitive advantages of the brand.

The second step is to conduct consumer analysis, through questionnaires and in-depth interviews, to collect and analyze consumer characteristics, behavior, satisfaction and other data, as well as consumer needs, motivations, attitudes, feelings and other information, so as to reveal consumer preferences and needs.

The fourth step, data analysis, through the use of statistical analysis, cluster analysis, correlation analysis, factor analysis and other methods, the collection of data integration, induction, classification, interpretation, verification, etc., so as to obtain consumer research.Conclusionand recommendations.

The fifth step is to present the data. By using charts, images, videos, audio, etc., the results of data analysis are presented to the customer in a clear, intuitive and vivid form so that the customer can understand and use them.

The sixth step is to write a data report, record the content of the data presentation in the form of text, and form a complete, detailed and professional consumer research report, which is delivered to the customer for reference and implementation.

Champ Consulting's cases and solutions. Champ Consulting's consumer research services provide the brand with the following aspects of value and significance:

Understanding the market demand and potential of high-end sneaker, as well as the brand's market position and competitiveness, provides the basis and guidance for the brand to formulate market goals and strategies.

It understands consumers' preferences and needs for high-end sneaker, as well as consumers' feelings and experiences, and provides guidance and suggestions for the brand to design and provide products and services that meet consumers' needs and preferences.

Understanding the competitors' products and strategies, as well as the competitors' strengths and weaknesses, provides the basis and support for the brand to analyze and optimize its own products and strategies.

For the brand to provide a professional consumer research report, contains a wealth of data and information, as well as valuableConclusionand recommendations for the brand's decision-making and implementation of the reference and support.

Conclusion

Consumer research is an important tool in the sporting goods industry, which can help companies understand the market, consumers and competition, formulate effective strategies and innovations, and improve performance and competitiveness. However, how to measure the effect and value of consumer research is a problem that cannot be ignored. This paper discusses how to measure the effect and value of consumer research in the sporting goods industry, as well as the challenges and suggestions. Taking Shangpu Consulting as an example, this paper introduces its consumer research services in the sporting goods industry, and how it uses professional data analysis and industry insights to provide customers with valuable consumer research reports and solutions. The main part of this paperConclusionAnd the recommendations are as follows:

The effectiveness and value of consumer research need to be measured in terms of the purpose, methods, indicators and evaluation of consumer research to ensure that the results of consumer research can meet the information needs of enterprises, solve the problems and challenges of enterprises, support the decision-making and strategies of enterprises, and enhance the performance and competitiveness of enterprises.

The effect and value of consumer research also need to be continuously updated and optimized according to the changes and conditions of the market, consumers and competition, so as to improve the efficiency and quality of consumer research, improve the representativeness and universality of consumer research, improve the practicability and operability of consumer research, and improve the return and significance of consumer research.

The effectiveness and value of consumer research also requires communication and collaboration with other departments and functions of the enterprise, as well as external partners and resources, in order to improve the reliability and effectiveness of consumer research, improve the utilization and implementation rate of consumer research, and improve the value and significance of consumer research.