1. Collection, analysis and utilization of data
Data is the foundation and core of consumer research, and without data there is no consumer research. Data collection, analysis, and utilization are the three key aspects of consumer research, and they are also one of the biggest challenges of consumer research. With the proliferation of the internet, mobile devices, and social networks, consumers have more data** and channels, and the type and scale of data is increasing. These data include not only actively obtained data such as traditional questionnaires, interviews and observations, but also passively obtained data such as click-through rates, views, comments, likes, favorites, etc. Some of these data are structured, some are unstructured, some are quantitative, some are qualitative, some are static, some are dynamic, some are objective, and some are subjective. The diversity and complexity of this data presents significant challenges in the collection, analysis, and utilization of data.
The collection of data is the first and most basic step in consumer research. The purpose of data collection is to obtain as much accurate, valid and valuable data as possible for subsequent analysis and utilization. The main challenges of data collection are as follows:
The quality of the data. The quality of data is the primary criterion for data collection, and the quality of data determines the credibility and availability of data. The quality of the data includes the accuracy, completeness, consistency, timeliness, and relevance of the data. The quality of data is affected by many factors, such as data, channels, methods, tools, people, environment, etc. Data collection needs to ensure the quality of data, avoid data errors, missing data, redundancy, obsolescence and irrelevance, and improve the reliability and validity of data.
The amount of data. The quantity of data is an important indicator of data collection, and the quantity of data determines the representativeness and generalization of data. The amount of data includes the sample size, coverage, density, and dimensions of the data. The amount of data is constrained by many factors, such as availability, storability, processing, analysis, and presentability. Data collection needs to balance the amount of data, ensuring the adequacy and extensiveness of the data, and considering the cost and efficiency of the data.
Security of data. The security of data is an important guarantee for data collection, and the security of data determines the confidentiality and legitimacy of data. Data security includes data protection, authorization, encryption, backup, and destruction. The security of data is threatened by many factors, such as data leakage, theft, tampering, destruction and misuse. The collection of data requires ensuring the security of the data, complying with the legal and ethical norms of the data, and respecting the rights and obligations of the owners and users of the data.
Data analysis is the second and most central step in consumer research. The purpose of data analysis is to extract meaningful information from data, discover the rules and trends of data, reveal the internal connections and influencing factors of data, form data insights and insights, and provide basis and support for the use of data. The main challenges of data analysis are as follows:
Integration of data. The integration of data is the premise and basis of data analysis, and the integration of data is the integration of data of different channels, types and formats.
1. The process of cleaning, converting and matching for subsequent analysis and utilization. The challenge of data integration is mainly how to deal with the heterogeneity, inconsistency, conflict and duplication of data, and realize the standardization, normalization and optimization of data.
Data mining. Data mining is the core and key to data analysis, and data mining is the process of using mathematics, statistics, machine learning and other methods and technologies to classify, cluster, correlate, optimize and optimize data, so as to discover valuable patterns, rules and knowledge from data. The challenges of data mining are mainly how to choose appropriate methods and technologies, how to set reasonable parameters and conditions, how to evaluate and verify the validity and reliability of the results, and how to realize the intelligence, science and accuracy of data.
Visualization of data. Data visualization is the result and display of data analysis, and data visualization is the process of using graphs, charts, images, animations, etc., to present the information, insights and insights of data intuitively, vividly and attractively, so as to make it easier for data users to understand, remember and disseminate the value and significance of data. The challenges of data visualization are mainly how to choose the appropriate method, how to design a reasonable layout and style, how to improve and maintain the clarity and aesthetics of the results, and how to simplify, optimize and beautify the data.
The use of data is the third and final step in consumer research. The purpose of data utilization is to transform the information, insights and insights of data into practical actions and value, and provide customers with targeted strategic advice to help customers solve problems, improve situations, improve results and create benefits. The challenges of data utilization are mainly as follows:
Communication of data. The communication of data is the premise and foundation of the use of data, and the communication of data is the process of delivering the information, insights and insights of data to customers in an effective way, so that customers can understand, believe and accept the value and significance of data. The challenges of data communication are mainly how to choose the appropriate media, form, language and style, how to attract and maintain customers' attention and interest, how to stimulate and meet customer needs and expectations, etc., to achieve data communication, persuasion and influence.
Application of data. The application of data is the core and key to the utilization of data, and the application of data is the process of transforming the information, insights and insights of data into specific actions and measures, so that customers can make decisions and execute according to the guidance and suggestions of data, and realize the value and effect of data. The challenge of data application is mainly how to formulate reasonable plans, strategies, programs and methods according to the customer's situation, goals, resources and capabilities, and how to evaluate and monitor the realization and improvement of results to achieve the landing, implementation and optimization of data.
Innovation in data. Data innovation is the result and display of data utilization, and data innovation is the process of using data information, insights and insights as the source and inspiration to create new value and meaning, so that customers can develop new products, services, models and markets through data driving and support, and realize the creation and transformation of data. The challenges of data innovation are mainly how to break through the limitations and inertia of data, how to combine the cross-border and integration of data, and how to use the openness and sharing of data to achieve data expansion, creation and subversion.
2. The diversity and complexity of consumers
Consumers are the object and core of consumer research, and there is no consumer research without consumers. The diversity and complexity of consumers are the characteristics and difficulties of consumer research, and it is also one of the biggest challenges of consumer research. With the development and change of society, there are more and more differences and changes in the characteristics, needs, preferences, behaviors and satisfaction of consumers. These differences and changes exist not only between different consumer groups, but also within the same consumer group, and even within the same individual consumer. The diversity and complexity of these differences and changes present significant challenges for consumer research.
Consumer diversity refers to the differences and differentiation between consumers, and the performance of consumer diversity is mainly in the following aspects:
Personalization of the consumer. Consumer personalization refers to the fact that consumers have different choices and requirements for products, services, models and markets according to their own characteristics, needs, preferences, behaviors and satisfaction, and show different consumption characteristics and consumer behaviors. The reason for the personalization of consumers is mainly the improvement of consumers' self-awareness, self-expression, self-realization, etc., and the results of consumers' personalization are mainly the enhancement of consumers' consumption rights, consumption freedom, and consumer satisfaction.
Diversification of consumers. Consumer diversification refers to the fact that consumers have different classifications and divisions in different dimensions and levels, forming different consumer groups and market segments. The dimensions and levels of consumer diversification mainly include consumers' age, gender, education, income, occupation, region, culture, values, lifestyle, etc., and the result of consumer diversification is mainly the difference and differentiation of consumers' consumption needs, consumption preferences, consumption behaviors, etc.
Globalization of consumers. The globalization of consumers means that consumers have more choices and opportunities on a global scale, enjoy more advantages and conveniences in terms of products, services, models and markets, and show more consumption commonalities and consumption trends. The reason for the globalization of consumers is mainly the process and impact of globalization, such as economic integration, technological innovation, information dissemination, cultural exchanges, etc., and the result of consumer globalization is mainly the improvement and change of consumers' consumption level, consumption quality, consumption concept, etc.
Consumer complexity refers to the changes and dynamics within consumers, and the performance of consumer complexity mainly includes the following aspects:
Consumer instability. Consumer instability refers to the changes and fluctuations in consumers' characteristics, needs, preferences, behaviors and satisfactions with the changes of time, space, situation and conditions, showing different consumption characteristics and consumption behaviors. The reason for the instability of consumers is mainly the changes in consumers' psychology, emotion, attitude, cognition, etc., and the result of consumer instability is mainly the uncertainty and instability of consumers' consumption decisions, consumption behaviors, consumer feedback, etc.
The multiplicity of consumers. The multiplicity of consumers refers to the fact that consumers have different characteristics, needs, preferences, behaviors and satisfactions under different roles and identities, and show different consumption characteristics and consumption behaviors. The reason for the multiplicity of consumers is mainly the diversification of consumers' social relations, social roles, social expectations, etc., and the result of the multiplicity of consumers is mainly the complexity and change of consumers' consumption needs, consumption preferences, and consumption behaviors.
Consumer interactivity. Consumer interactivity refers to the communication, interaction and influence of consumers with other consumers, businessmen, competitors, partners, etc., in the process of consumption, showing different consumption characteristics and consumption behaviors. The reason for the interaction of consumers is mainly the enhancement of consumers' sociality, networking, participation, etc., and the results of consumer interaction are mainly the sharing and collaboration of consumers' consumption behavior, consumption influence, and consumption value.
3. Consumer loyalty and engagement
Consumer loyalty and engagement are the goals and focus of consumer research, and without consumer loyalty and engagement, there is no meaning and value of consumer research. Consumer loyalty and engagement are the measurement and evaluation criteria of consumer research, and it is also one of the biggest challenges of consumer research. With the competition and change of the market, consumer loyalty and engagement are becoming more and more difficult to obtain and maintain, consumer loyalty and engagement are becoming more complex and diverse, and the impact and value of consumer loyalty and engagement on customers is also increasing.
Consumer loyalty refers to the continuous and stable preference and support of consumers for a brand, product, service, model or market
Consumer perception loyalty. Consumer cognitive loyalty refers to consumers' knowledge and understanding of a brand, product, service, model or market, and consumer cognitive loyalty is the basis and premise of consumer loyalty. The improvement of consumers' cognitive loyalty mainly depends on the publicity and promotion of brands, products, services, models or markets, and the results of consumers' cognitive loyalty are mainly the establishment and strengthening of consumers' brand awareness, brand impression, brand image and other aspects.
Emotional loyalty of consumers. Consumer emotional loyalty refers to consumers' love and trust in a brand, product, service, model or market, and consumers' emotional loyalty is the core and key to consumer loyalty. The improvement of consumers' emotional loyalty mainly depends on the quality and value of the brand, product, service, model or market, and the result of consumers' emotional loyalty is mainly the establishment and strengthening of consumers' brand preferences, brand trust, and brand satisfaction.
Consumer behavioral loyalty. Consumer behavioral loyalty refers to the consumer's repetition and recommendation of a brand, product, service, model or market, and the consumer's behavioral loyalty is the result and display of the consumer's loyalty. The improvement of consumer behavioral loyalty mainly depends on the advantages and differences of brands, products, services, models or markets, and the result of consumer behavioral loyalty is mainly the establishment and strengthening of consumers' brand repurchase, brand recommendation, brand advocacy and other aspects.
Consumer participation refers to the attention and investment of consumers in a brand, product, service, model or market in the process of consumption
Cognitive engagement of consumers. Consumer cognitive engagement refers to the acquisition and processing of information about a brand, product, service, model or market, and consumer cognitive engagement is the basis and premise of consumer engagement. The improvement of consumers' cognitive engagement mainly depends on the availability, comprehensibility and trustworthiness of information on brands, products, services, models or markets, and the results of consumers' cognitive participation are mainly the establishment and strengthening of consumers' information search, information comparison and information evaluation.
Emotional engagement of consumers. Consumer emotional engagement refers to consumers' feelings and attitudes towards a brand, product, service, model or market, and consumers' emotional engagement is the core and key to consumer engagement. The improvement of consumers' emotional engagement mainly depends on the appeal and attractiveness of the brand, product, service, model or market, and the result of consumers' emotional engagement is mainly the establishment and strengthening of consumers' emotional connection, emotional resonance, and emotional investment.
Consumer behavioral engagement. Consumer behavioral engagement refers to consumers' actions and feedback on a brand, product, service, model or market, and consumer behavioral engagement is the result and display of consumer engagement. The improvement of consumer behavior participation mainly depends on the interaction and participation of brands, products, services, models or markets, and the results of consumer behavior participation are mainly the establishment and reinforcement of consumers' behavior choice, behavior expression, and behavior contribution.
Conclusion
Consumer research is one of the most important means for consulting firms to provide high-quality services to their clients, but it also faces increasing challenges, such as the collection, analysis and utilization of data, the diversity and complexity of consumers, and the loyalty and engagement of consumers. How consulting firms respond to these challenges requires different approaches and strategies depending on the situation and objectives, such as:
Use advanced technologies and tools to improve the quality, quantity and security of data, realize data integration, mining and visualization, improve data communication, application and innovation capabilities, and provide customers with valuable data insights and insights.
Using multi-dimensional perspectives and levels, we understand the personalization, diversification and globalization of consumers, realize the classification, segmentation and positioning of consumers, and provide customers with targeted consumer analysis and strategic suggestions.
Use effective ways and means to improve consumers' cognitive, emotional and behavioral loyalty, realize consumer repetition, recommendation and advocacy, and provide customers with sustainable consumer loyalty and value.
Leverage engaging content and formats to increase consumer cognitive, emotional, and behavioral engagement, engage with consumers, and provide customers with interactive consumer engagement and experiences.