1. Consumer insights: from instant gratification to long-term value
Consumer insights is the core goal of consumer research, which refers to the understanding of consumers' deep needs, motivations, attitudes and values, as well as the interpretation of consumers' behavior and decision-making process. Consumer insights can help companies uncover consumers' underlying needs and pain points, create differentiated value propositions, and increase consumer loyalty and satisfaction.
The frontier and future trends and directions of consumer insights are mainly reflected in the following aspects:
From instant gratification to long-term value. With the changes in consumers' consumption concepts and lifestyles, consumers no longer only pursue the functionality and sensory properties of products or services, but pay more attention to the long-term value of products or services to themselves, such as health, happiness, growth and social responsibility. Consumer research needs to shift from short-term transaction satisfaction to long-term relationship satisfaction, from a single product or service attribute to a multi-dimensional value dimension, from superficial needs and preferences to deep motivations and values, and from immediate feedback and evaluation to continuous tracking and measurement.
From a single source of truth to multiple data fusions. With the development of technology, more and more data can be obtained and used in consumer research, including traditional questionnaires, interviews, observations and other actively obtained data, as well as passively obtained data such as social networks**, e-commerce platforms, mobile applications, etc. Consumer research needs to shift from a single data source to multiple data fusion, using big data, cloud computing, artificial intelligence and other technologies to integrate, clean, analyze and visualize different types, formats and high-quality data, so as to improve the quality, efficiency and value of data.
From descriptive analysis to ** analysis. With the increase of data and the advancement of technology, consumer research can shift from descriptive analysis to first-class analysis, using machine learning, deep learning, natural language processing and other technologies to model, simulate and improve consumer behavior and decision-making, so as to discover consumer needs and trends in advance, and provide guidance and support for enterprise market strategies and product innovation.
From static reports to dynamic platforms. With the improvement of real-time and dynamic data, consumer research can shift from static reports to dynamic platforms, using the Internet, mobile Internet, Internet of Things and other technologies to realize real-time collection, transmission, update and sharing of data, providing an interactive, collaborative and intelligent platform for enterprises and consumers, so as to improve the timeliness, flexibility and participation of consumer research.
2. Data analysis: from quantification to qualitative
Data analysis is an important tool for consumer research, which refers to the process of processing, sorting, inducting, reasoning and interpreting the data obtained from consumer research, in order to extract valuable information from the data, discover meaningful patterns, and support useful decisions. Data analytics can help businesses quantify and evaluate consumer characteristics, behaviors, and satisfaction, leading to effective market segmentation, positioning, and differentiation strategies.
The frontier and future trends and directions of data analysis are mainly reflected in the following aspects:
From quantification to qualitative. With the personalized and diversified needs of consumers, consumer research needs to shift from quantitative data analysis to qualitative data analysis, using unstructured data such as text, images, and audio to deeply excavate and understand consumers' emotions, attitudes, values, etc., so as to reveal consumers' deep needs and motivations, create a value proposition with emotional resonance, and enhance consumer loyalty and advocacy.
From analysis to synthesis. With the complex and dynamic behavior of consumers, consumer research needs to shift from analytical data analysis to synthetic data analysis, and use methods such as system thinking, design thinking, and story thinking to observe and understand consumer behavior and decision-making as a whole, so as to build the logic and model of consumer behavior and decision-making, create a systematic and consistent value proposition, and improve consumer experience and satisfaction.
From interpretation to impact. With the active and participatory attitude of consumers, consumer research needs to shift from explanatory data analysis to impact data analysis, and use behavioral economics, social psychology, neuroscience and other theories to effectively guide and motivate consumer behavior and decision-making, so as to realize the change and optimization of consumer behavior and decision-making, create an influential and sustainable value proposition, and improve consumer conversion and retention.
From reporting to communication. With the habits of consumer informatization and digitalization, consumer research needs to shift from the data analysis of reports to the data analysis of communication, and use visualization, storytelling, gamification and other technologies to vividly and interestingly present and disseminate consumers' behaviors and decisions, so as to realize the sharing and interaction of consumers' behaviors and decisions, create attractive and participatory value propositions, and enhance consumers' attention and recommendations.
3. Research Methods: From Tradition to Innovation
Research method is an important means of consumer research, which refers to the technology and procedures of data acquisition and data analysis used in consumer research, in order to collect quality data from consumers and conduct effective data analysis. Research methods can help companies make targeted observations and inquiries about consumers, so as to obtain representative and credible consumer insights.
The frontier and future trends and directions of research methods are mainly reflected in the following aspects:
From tradition to innovation. With the diversification and complexity of consumers, consumer research needs to shift from traditional research methods to innovative research methods, and use design thinking, agile thinking, innovative thinking and other methods to continuously iterate and optimize the process and results of consumer research, so as to improve the creativity and effectiveness of consumer research.
From quantitative to qualitative. With the personalized and in-depth needs of consumers, consumer research needs to shift from quantitative research methods to qualitative research methods, and use in-depth interviews, focus groups, scenario simulations and other methods to conduct in-depth communication and interaction with consumers, so as to obtain consumers' real feelings and ideas, and improve the depth and quality of consumer research.
From active to reactive. With the naturalization and privacy of consumers, consumer research needs to shift from active research methods to passive research methods, using neuroscience, biofeedback, eye tracking and other methods to observe and measure consumers without interference, so as to obtain consumers' implicit reactions and behaviors, and improve the authenticity and sensitivity of consumer research.
From offline to online. With the digitalization and socialization habits of consumers, consumer research needs to shift from offline research methods to online research methods, using social **, community, virtual reality and other methods to widely contact and participate in consumers, so as to obtain consumers' diverse views and suggestions, and improve the breadth and diversity of consumer research.
4. Research ethics: from compliance to guidance
Research ethics is an important principle of consumer research, which refers to the moral and legal norms and standards followed by consumer research, in order to protect the rights and interests of consumers, respect the wishes of consumers, and maintain consumer trust. Research ethics can help companies conduct respectful and responsible research on consumers, so as to build a credible and branded image.
The frontier and future trends and directions of research ethics are mainly reflected in the following aspects:
From compliance to leadership. With the improvement of consumers' awareness and requirements, consumer research needs to shift from the research ethics to the leading research ethics, and use the concepts of social responsibility, environmental protection, public welfare and charity to conduct valuable and meaningful research on consumers, so as to improve the social and brand benefits of consumer research.
From privacy to transparency. With the increase of consumer data and information, consumer research needs to shift from privacy research ethics to transparent research ethics, and use blockchain, digital identity, data ownership and other technologies to conduct protected and authorized research on consumers, so as to improve the security and trust of consumer research.
From consent to participation. With the active and participatory attitude of consumers, consumer research needs to shift from the research ethics of consent to the research ethics of participation, and use collaboration, co-creation, sharing and other methods to conduct interactive and contributing research to consumers, so as to improve the participation and satisfaction of consumer research.
From benefits to values. With the rationality and value judgment of consumers, consumer research needs to shift from the research ethics of interests to the research ethics of value, and use the principles of fairness, justice, and integrity to conduct respectful and rewarding research on consumers, so as to improve the credibility and loyalty of consumer research.
Conclusion
Consumer research is an important tool in the consumer goods and retail industry, which can help companies understand consumer needs, preferences, behaviors, and satisfaction, so as to develop effective marketing strategies and product innovations. This paper invites four experts in the field of consumer research to summarize the frontier and future trends and directions of consumer research from four aspects: consumer insight, data analysis, research methods and research ethics, in order to provide reference and inspiration for the practice and development of consumer research. This paper argues that the frontier and future trends and directions of consumer research are mainly reflected in the following aspects:
Consumer insights: from instant gratification to long-term value, from a single data source to multiple data fusion, from descriptive analytics to first-class analytics, from static reports to dynamic platforms.
Data analysis: from quantification to qualitative, from analysis to synthesis, from interpretation to impact, from reporting to communication.
Research Methodology: From traditional to innovative, from quantitative to qualitative, from active to passive, from offline to online.
Research ethics: from compliance to guidance, from privacy to transparency, from consent to participation, from benefits to value.