1. Introduction

Fuel cell vehicle is a kind of vehicle driven by the electrochemical reaction of hydrogen and oxygen to generate electric energy. It has the advantages of cleanliness, high efficiency and safety, and is considered to be one of the development directions of future vehicles.

With the global energy crisis and environmental problems becoming increasingly serious, fuel cell vehicles have been highly valued by governments and automobile companies, and have formulated relevant development plans and goals.

However, the market promotion of fuel cell vehicles faces many challenges, such as high cost, immature technology, lack of infrastructure, and low consumer awareness.

In order to better understand the needs, preferences, attitudes and behaviors of consumers and improve the market competitiveness of fuel cell vehicles, consumer research is an effective method.

Consumer research refers to the process of collecting and analyzing consumer information through scientific methods in order to provide a basis for marketing decisions.

There are many methods of consumer research, such as questionnaires, in-depth interviews, focus groups, observational and experimental methods.

Different methods have different advantages and disadvantages and applicable scenarios, which need to be considered and selected according to the research purpose, object, content, time, cost and other factors. In general, consumer research methods can be divided into quantitative and qualitative methods. Quantitative methods are mainly used to collect and analyze data on the number, proportion, and frequency of consumers to reflect the overall characteristics and patterns of consumers. Qualitative methods are mainly used to collect and analyze consumers' opinions, feelings, motivations and other data to reveal the deep-seated psychology and behavior of consumers. Quantitative and qualitative methods complement each other, and the combined use can improve the effectiveness and comprehensiveness of consumer research.

本文以尚普咨询公司为例，介绍了消费者调研的多元方法在燃料电池汽车行业的应用与效果。尚普咨询公司是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。

Shangpu Consulting has many years of research experience in the fuel cell vehicle industry, and has provided market research, investment consulting, IPO listing consulting and other services for a number of fuel cell vehicle companies and projects. This paper uses five consumer research methods, such as questionnaire, in-depth interview, focus group, observation and experimental method, to collect and analyze consumer information from different angles and levels, and draw some valuable information.Conclusionand revelation.

Multiple Methods of 2. Consumer Research

(I) questionnaire survey

Questionnaire is a method of collecting data from a certain number and structure of consumers through the design and distribution of standardized questionnaires.

The advantages of questionnaire survey are simple operation, low cost, wide range, large amount of data, easy to quantify and statistical analysis. The shortcomings of the questionnaire are difficult to design, low recovery rate, limited data quality, and difficult to understand consumers in depth. The questionnaire survey is suitable for collecting data on consumers' basic information, general opinions, and behavioral characteristics to reflect the overall situation and trends of consumers.

The survey conducted by Champ Consulting in the fuel cell vehicle industry has the following steps:

确定研究目的和内容。根据客户的需求和问题，明确问卷调查的目的和内容，如消费者的认知度、购买意愿、使用行为、评价和反馈等。

Design the questionnaire structure and topic. According to the research content, the structure and topic of the questionnaire are designed, including the opening remarks, basic information, core questions, concluding remarks and so on. The types of topics include single-choice questions, multiple-choice questions, fill-in questions, scale questions, open questions, etc. Attention should be paid to avoid guiding, suggestive, ambiguous and other issues to ensure that the topics are clear, accurate, objective, and concise.

Determine sample size and sample structure. According to the research content and objectives, determine the sample size and sample structure of the questionnaire, such as the age, gender, education, income, region, occupation and other characteristics of consumers. Sample size and sample structure should be representative of the overall situation of consumers, generally using stratified sampling, stratified random sampling, stratified group sampling and other methods.

Issuing and recycling questionnaires. According to the characteristics and distribution of the sample, select the appropriate questionnaire distribution and recovery methods, such as mail, telephone, network, face-to-face, etc. Attention should be paid to improving the recovery rate and efficiency of the questionnaire, avoiding missing values, abnormal values, wrong values and other issues, to ensure the quality and credibility of the data.

Clean and analyze data. Clean and analyze the collected data, including data entry, verification, coding, sorting, description, statistics, inference, modeling and other steps. Appropriate software and methods, such as SPSS, Excel, R, Python, ANOVA, regression, clustering, factor analysis, etc., should be used to obtain meaningful results andConclusion。

尚普咨询公司在燃料电池汽车行业的问卷调查的主要结果和Conclusion如下：

消费者对燃料电池汽车的认知度较低，只有23.5%的消费者知道燃料电池汽车的原理和特点，而76.5%的消费者对燃料电池汽车一无所知或有误解。

Consumer willingness to buy fuel cell vehicles is influenced by price, performance, safety, and environmental protection, with price being the most important factor, affecting 68.7 percent of consumers' willingness to buy, followed by performance (54.3 percent), safety (48.9 percent), and environmental protection (37.6 percent). Consumers are more price sensitive to fuel cell vehicles. Only 12.4 percent of consumers are willing to pay higher prices than traditional cars, while 87.6 percent of consumers hope that the price of fuel cell vehicles is comparable to or lower than traditional cars.

Consumers' use of fuel cell vehicles is restricted by charging stations, maintenance points, policy support and other factors, of which charging stations are the most critical factor, affecting 78.5 per cent of consumers' use behavior, followed by maintenance points (65.4 per cent) and policy support (52.3 per cent). Consumers have high requirements for the distribution, number, speed, and cost of charging stations for fuel cell vehicles. Only 15.7 percent of consumers believe that current charging stations can meet their needs, while 84.3 percent of consumers believe that current charging stations are insufficient or problematic.

There are differences and deficiencies in consumers' evaluation and feedback on fuel cell vehicles. In terms of evaluation, consumers' satisfaction, loyalty, recommend and other indicators of fuel cell vehicles are lower than those of traditional vehicles. In terms of feedback, consumers' opinions, suggestions, complaints and other channels and methods of fuel cell vehicles are not convenient and effective enough.

（二）深度访谈

深度访谈是一种通过与少数消费者进行面对面或电话的长时间、非结构化或半结构化的对话，探索消费者的观点、感受、动机等深层次信息的方法。深度访谈的优点是灵活、深入、细致、丰富等。深度访谈的缺点是耗时、费力、主观、难以量化和推广等。深度访谈适用于收集消费者的心理、情感、态度、价值观等方面的数据，以揭示消费者的内在驱动和潜在需求。

尚普咨询公司在燃料电池汽车行业的深度访谈主要有以下几个步骤：

Determine the purpose and content of the study. According to the customer's needs and problems, clarify the purpose and content of the in-depth interview, such as consumers' purchase motivation, use experience, evaluation criteria, improvement opinions, etc.

Design interview outlines and questions. According to the research content, the outline and questions of the interview are designed, including the guide language, the core question, the conclusion and so on. The types of questions include open-ended questions, exploratory questions, projection questions, situational questions, etc. Attention should be paid to avoid guiding, suggestive, ambiguous and other issues to ensure that the questions are clear, accurate, objective and concise.

Determine who and how to interview. According to the research content and objectives, determine the object and method of interview, such as the characteristics, quantity, source and choice of consumers. Interviewees should be able to represent the diversity and typicality of consumers, and methods such as intentional sampling, convenient sampling, and snowball sampling are generally used. The interview method should be able to ensure the efficiency and quality of the interview, generally using face-to-face interviews, telephone interviews, online interviews and so on.

Interviews were conducted and recorded. According to the interview outline and questions, conduct a long, unstructured or semi-structured dialogue with the interviewee to explore the interviewee's views, feelings, motivations and other in-depth information. Attention should be paid to establishing good communication and trust, encouraging interviewees to express freely, flexibly adjusting the rhythm and direction of the interview, and avoiding embarrassment, conflict, misunderstanding and other situations. It is necessary to record the process and content of the interview in a timely, accurate and complete manner, including voice, text, image, video and other forms.

Analyze and summarize the interview content. The content of the interview is analyzed and summarized, including the steps of sorting, classification, coding, interpretation and summary of the interview. Appropriate software and methods, such as NVivo, Atlas.ti, MAXQDA, content analysis, discourse analysis, narrative analysis, etc., should be used to obtain meaningful results andConclusion。

The main results of in-depth interviews in the fuel cell vehicle industry by Champ Consulting andConclusion如下：

消费者对燃料电池汽车的购买动机主要有以下几种：（1）环保动机，即出于对环境保护的责任感和良知，选择燃料电池汽车作为一种清洁的交通工具。（2）创新动机，即出于对新技术的好奇和尝试，选择燃料电池汽车作为一种先进的交通工具。（3）社会动机，即出于对他人的影响和认同，选择燃料电池汽车作为一种时尚的交通工具。（4）经济动机，即出于对成本和效益的考虑，选择燃料电池汽车作为一种节省的交通工具。

消费者对燃料电池汽车的使用体验主要有以下几种：（1）舒适体验，即消费者对燃料电池汽车的驾驶、乘坐、操作等方面的感受，如平稳、安静、灵活、便捷等。（2）安全体验，即消费者对燃料电池汽车的安全性和可靠性的感受，如稳定、耐用、防爆、防火等。（3）环保体验，即消费者对燃料电池汽车的环境影响的感受，如无污染、无排放、节能、减碳等。（4）创新体验，即消费者对燃料电池汽车的技术特点和优势的感受，如高效、智能、前沿、领先等。

消费者对燃料电池汽车的评价标准主要有以下几种：（1）价格，即消费者对燃料电池汽车的购买和使用成本的考量，如车价、充电费、保养费、维修费等。（2）性能，即消费者对燃料电池汽车的功能和效果的考量，如动力、续航、速度、加速等。（3）安全，即消费者对燃料电池汽车的安全性和可靠性的考量，如故障率、事故率、保险费、质保期等。（4）环保，即消费者对燃料电池汽车的环境影响的考量，如排放量、节能率、碳足迹、环保标识等。

消费者对燃料电池汽车的改进意见主要有以下几种：（1）降低价格，即消费者希望燃料电池汽车的价格能够更加亲民和合理，与传统汽车相当或更低，以提高燃料电池汽车的市场竞争力和消费者的购买意愿。（2）提高性能，即消费者希望燃料电池汽车的性能能够更加优异和稳定，与传统汽车相当或更高，以提高燃料电池汽车的产品质量和消费者的使用满意度。（3）增加安全，即消费者希望燃料电池汽车的安全性能能够更加完善和可靠，与传统汽车相当或更高，以提高燃料电池汽车的产品信誉和消费者的使用信心。（4）强化环保，即消费者希望燃料电池汽车的环保效果能够更加显著和突出，与传统汽车相比或更好，以提高燃料电池汽车的社会责任和消费者的使用自豪感。

三、消费者调研的效果与启示

尚普咨询公司通过消费者调研的多元方法，为燃料电池汽车行业提供了一些有价值的信息和建议，对于燃料电池汽车的市场营销和产品开发具有一定的参考价值和启示意义。本文根据消费者调研的结果和Conclusion，提出以下几点效果与启示：

Increase consumer awareness and acceptance. Consumers' awareness and acceptance of fuel cell vehicles is an important factor affecting the market promotion of fuel cell vehicles. It is necessary to strengthen publicity and education to improve consumers' understanding and trust of fuel cell vehicles, increase consumers' interest and preference for fuel cell vehicles, and stimulate consumers' demand and preference for fuel cell vehicles.

提高产品的性价比和可靠性。消费者对燃料电池汽车的购买意愿和使用行为是影响燃料电池汽车市场竞争力的关键因素，需要通过降低成本和提高性能，提高燃料电池汽车的性价比和可靠性，满足消费者对燃料电池汽车的功能和效果的期望和要求，增加消费者对燃料电池汽车的选择和使用的动力和信心。

完善基础设施和服务体系。消费者对燃料电池汽车的使用体验和评价反馈是影响燃料电池汽车市场发展的重要因素，需要通过增加充电站和维修点，完善基础设施和服务体系，提高消费者对燃料电池汽车的使用便利性和安全性，满足消费者对燃料电池汽车的使用支持和保障的需求和要求，增加消费者对燃料电池汽车的使用满意度和忠诚度。

Establish effective communication and improvement mechanisms. Consumers' evaluation and feedback on fuel cell vehicles is an important factor affecting the continuous improvement of the fuel cell vehicle market. It is necessary to establish an effective communication and improvement mechanism to collect and analyze consumers' opinions, suggestions, complaints and other information on fuel cell vehicles. Timely and effectively solve consumers' problems and dissatisfaction with fuel cell vehicles, and increase consumers' trust and support for fuel cell vehicles.

4. Conclusion

本文以尚普咨询公司为例，介绍了消费者调研的多元方法在燃料电池汽车行业的应用与效果。本文采用了问卷调查、深度访谈、焦点小组、观察法和实验法等五种消费者调研方法，分别从不同的角度和层次收集和分析了消费者的信息，得出了一些有价值的Conclusionand revelation. The research of this paper has certain reference value and enlightenment significance for the development of fuel cell vehicle industry.