How to do effective consumer research?

First of all, it is necessary to understand that the purpose of research is not to find a basis for a plan or plan, not for a research report, but to find reference, inspiration, and creativity.

The key to research is consumer stories and consumer behavior.

The survey is first and foremost based on observations, especially at the point of sale. How long do they spend shopping? What factors have influenced their purchases?

How they recommend the product to their friends (pay attention to their words, this is the consumer's mind about the product, and it will also be your creativity**) Observe the whole process of consumption, product development and packaging is the process of design.

The research should go down to the grassroots level and talk to the clerk. The content of the conversation should not be "science" and "data" and other issues, but some common questions.

Investigate the entire history of the industry. In the face of any industry, we must first look at its history and be familiar with its development at home and abroad.

Investigate how consumers use our products, as well as its purchase scenarios and processes, and don't ask questions that consumers need to think about and summarize.

Research is an important task for companies, and it can take months to complete and be effective. Research is also a work that cannot be stopped at any time. Effective consumer research requires us to inject the discussed things into the context, scenes, scenarios, and information environment of consumers before, during, induring, and after purchase.

Of course, it is down to the people You are also a consumer of the product, and what you think is also the content that can be made into a research form

For product enterprises, it is more necessary to pay attention to the market and the every move of consumers, so as to improve the product and make the progress of the product sales enterprise. There are many methods for consumer surveys, focusing on consumer preferences or consumers' perceptions of products, etc., including online research, or ** research, questionnaire research, interview research, etc.

Research is more about the authenticity, real consumers, real consumption conditions, so that it is conducive to more improvement of enterprises. In today's Internet era, we can use the most advanced problem research, so that the most experienced and timeliness, combined with offline store customer research, comprehensive research results analysis, the most effective research.

By adding a questionnaire to the web of a web site, online users who browse these sites can take a survey on this web or send a questionnaire invitation to participate in the survey through social networks or social groups. Through certain rewards, such as the use of ** and other ways to motivate the respondents to fill in the answer, which increases the enthusiasm of consumers. In this way, coupled with the consumer research of the offline store, grasp the most real market flow consumers, do the most real research, focus on the investigation of consumer preferences, consumers' demand for products, consumers' views on the product, etc., you can give consumers samples or other souvenirs of the company after the research, etc., which is more conducive to the promotion of their own products, and also improves people's enthusiasm for questionnaire research.

The combination of online and offline, comprehensive use, to obtain the latest data, so as to be more conducive to enterprises to make better choices.

1.Don't ask questions that require consumers to think about and summarize.

We would love to know why consumers buy our products, and many businesses suffer from not knowing why consumers buy our products, so we want to ask him: "Why did you buy me?"

What about our products? ”

Is this question correct? That's the wrong question. <>

What's wrong? The fault is that you put your own responsibility on the consumer. Why do consumers buy our products, this is what we want to summarize, but we can't let consumers help us summarize, when you ask him this.

questions, and he will start to summarize them for you.

The question should be asked, "When was the first time you bought our Sunflower Stomach Solid?" "What was the situation? "Where did you buy it?" "Did you think about other stomach medicines when you bought them?" "Shop.

Did you tell me? "How many boxes did you buy?" Why? "How do you feel after eating?" "How long have you been eating?" "How many times have you bought it since?" "Have you always used sunflowers, or have you changed to other medicines?" "What circumstances.

What about the change? "The point is that you just need him to recall the scene, not let him summarize it for you.

2.Investigate how consumers use our products.

Researching how consumers use our products can be of great value for both product development and advertising strategies. The packaging of Zhenzhiming eye drops is designed as an eye chart, which is to create a use value for the packaging box.

There is a common problem in the use of medicines, consumers are prescribing the right medicine, as soon as the symptoms are lifted, he stops the drug, or knows that it is time to continue to consolidate, but it is easy to forget to take the medicine. That's it.

Of course, it is also very unfavorable to the sales of pharmaceutical companies.

It is precisely because of this insight into the behavioral characteristics of consumers that some pharmaceutical companies promote the concept of treatment drugs in their advertisements, and there are obvious results. However, as the regulation of drug advertising becomes more and more stringent,**.

It is stipulated that if you do not have a course of treatment written on the label of your drug, you are not allowed to advertise the course of treatment, and all advertisements of this type have been stopped, except for one exception - Daknin, because in it.

In the instructions, it is stated that "the symptoms disappear, and it will be used for another 7 days", which is the gap.

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It is to go to the store to investigate and experience it yourself, which will make your data more authentic.

1. Investigation of business environment

Investigate the development status, development trends, industry rules and industry management implementation of the industry to which you operate, the service projects you carry out. For example, if you are engaged in the beauty salon industry, you should understand the development status of the industry in China and the region, the domestic fashion trends and innovative beauty technologies at home and abroad, and what are the industry norms and management systems of the industry. Those who are engaged in the garment industry should understand the development trend of the garment industry, popular colors and styles, and the development trend of garment technology.

Consumer demand.

Second, market demand survey

If you are going to produce or distribute a certain product or a series of products, you should investigate the market demand for that product. That is, through market research, the product is market-positioned. For example, if you distribute a certain household appliance, you should investigate the market demand for this kind of household appliance, whether there are the same or similar products, and what is the market share.

For example, if you provide a home service project, you should investigate the level of knowledge and demand of the residents, how much demand is there, whether there are other people or companies that provide the same service program, and what is the market share.

3. Customer survey

For example, most of the customers who buy a certain product (or service item) are such people (or social groups, enterprises), and they hope to get that aspect of satisfaction and demand (such as utility, psychological satisfaction, technology, delivery, sense of security, etc.), and how many products (or services) can or why can better meet their needs in some aspects.

Fourth, the social symbolic demand for commodities.

The so-called social symbolism of commodities is that people give certain social significance to commodities, so that consumers who buy and own certain commodities get some psychological satisfaction. For example, there is a person who wants to show his social status and identity through some kind of consumption activity; Some people want to increase their visibility in society through the products they own, and so on. For marketers, understanding people's social symbolic demand for commodities in consumer behavior can help to adopt appropriate marketing strategies to highlight the differences between high-end and general, hardcover and paperback goods, so as to meet the psychological requirements of some consumers for the social symbolism of commodities.

Fifth, the demand for excellent service.

With the development of the commodity market and the improvement of people's material and cultural consumption level, excellent service has become an integral part of consumers' demand for goods, and the idea of "spending money to buy services" has been accepted by most consumers. For marketers, it is necessary to establish the purpose and idea of "serving consumers wholeheartedly", truly implement all-round and lifelong service measures and actions, and truly think about consumers.

2.Research the extent and types of unplanned purchases to understand consumers. Consumer research, also known as consumer market research, is the most widely used in the field of market research, and it is also the most basic and main component of consumer goods market research.

The essence of marketing is to provide products or services that meet the needs of consumers, and consumer purchasing behavior in a market competitive environment is voluntary and has a variety of choices. The marketing result is achieved by continuously promoting the purchase behavior of consumers. Therefore, understanding the purchase behavior process of consumers is the basis and premise for solving marketing problems.

Since consumer market research involves many directions and aspects, it needs to be treated according to the actual situation in a research that revolves around specific goals and objectives.

(1) Survey of market environment:

The market environment survey mainly includes economic environment, political environment, social and cultural environment, scientific environment and physical geographical environment. The specific content of the survey can be the purchasing power level of the market, the economic structure, the country's guidelines, policies and laws and regulations, customs, scientific development trends, climate and other factors that affect marketing.

2) Market demand survey:

Market demand surveys mainly include consumer demand surveys, consumer income surveys, consumption structure surveys, and consumer behavior surveys, including why consumers buy, what they buy, the quantity they buy, the frequency of purchases, the time they buy, the way they buy, the habits they buy, their preferences and their post-purchase evaluations.

3) Market Supply Survey:

The market supply survey mainly includes the investigation of product production capacity and the investigation of product entities. Specifically, the quantity, quality, function, model, brand, etc. of the products that can be provided by a certain product market, and the situation of the production enterprise.