1. The current situation and trend of consumer research
Consumer research refers to the process of collecting, analyzing, and interpreting data and information about consumers to gain consumer insights and guide decision-making. The purpose of consumer research is to understand consumers' needs, preferences, behaviors, motivations, attitudes, satisfaction, etc., so as to help companies formulate effective marketing strategies and product innovations.
The methods of consumer research are mainly divided into two categories: quantitative research and qualitative research. Quantitative research refers to the measurement, analysis, and extrapolation of large amounts of consumer data through mathematical and statistical methods to draw representative and credible conclusions. Common methods of quantitative research include questionnaire survey, experimental design, observation method, secondary data analysis, etc. Qualitative research refers to the in-depth understanding, interpretation, and exploration of a small amount of consumer data through non-mathematical methods to draw informative and insightful conclusions. Common methods of qualitative research include interviews, focus groups, case studies, text analysis, etc.
The development of consumer research has gone through several stages. The first stage is the traditional consumer research, which mainly relies on manual data collection and analysis, the method used is relatively simple and simple, the efficiency and effect of the research are low, and the results of the survey are relatively superficial and static. The second stage is digital consumer research, which mainly relies on the Internet and mobile devices for data collection and analysis, using more diverse and complex methods, higher efficiency and effectiveness of the survey, and more in-depth and dynamic survey results. The third stage is intelligent consumer research, which mainly relies on artificial intelligence and big data for data collection and analysis, using more innovative and cutting-edge methods, higher efficiency and effect of research, and more accurate and real-time research results.
With the development of technology and the changes of consumers, consumer research is also facing new challenges and opportunities. On the one hand, consumer needs and behaviors are becoming more and more diverse and complex, consumer data and information are becoming more and more massive and fragmented, consumer feedback and evaluation are becoming more and more timely and direct, and consumer participation and interaction are becoming more active and frequent, all of which bring higher requirements and difficulties to consumer research. On the other hand, the emergence and development of new technologies and new technologies provide more possibilities and value for consumer research, such as cloud computing, Internet of Things, big data, artificial intelligence, blockchain, 5G, VR AR, live broadcast, social networking, short, etc., which have brought more tools and methods to consumer research.
Second, the impact and value of new technologies and new ** on consumer research
New technology and new technology refers to the technology and interaction that provides more efficient, more convenient, richer and more personalized information dissemination and interaction through innovative ways on the basis of information technology. The impact and value of new technologies and new ** on consumer research are mainly reflected in the following aspects:
1) Improve the efficiency and cost of consumer research.
New technologies and new technologies can greatly improve the efficiency of consumer research and reduce the cost of consumer research. For example, cloud computing can provide powerful computing power and storage space for consumer research, the Internet of Things can provide real-time data collection and transmission for consumer research, big data can provide massive data processing and analysis for consumer research, artificial intelligence can provide intelligent data mining and data mining for consumer research, blockchain can provide secure data sharing and verification for consumer research, and 5G can provide high-speed data transmission and connection for consumer research, VR AR can provide real data simulation and display for consumer research, live broadcast can provide timely data feedback and interaction for consumer research, social media can provide a wide range of data and channels for consumer research, and short data can provide concise data presentation and dissemination for consumer research. These new technologies and new technologies can make the consumer research process faster, easier, cheaper and more efficient.
2) Enrich the content and form of consumer research.
New technologies and new technologies can enrich the content and form of consumer research. For example, cloud computing can provide a variety of data types and formats for consumer research, the Internet of Things can provide multi-dimensional data dimensions and angles for consumer research, big data can provide multi-layer data depth and breadth for consumer research, artificial intelligence can provide multiple data insights and value for consumer research, blockchain can provide multi-party data collaboration and win-win for consumer research, and 5G can provide multi-field data applications and innovation for consumer research AR can provide multi-sensory data experience and perception for consumer research, live broadcast can provide multi-directional data communication and exchange for consumer research, social ** can provide multi-dimensional data influence and dissemination for consumer research, and short ** can provide polymorphic data expression and creativity for consumer research. These new technologies and new technologies can make the consumer research process richer, more varied, more interesting and more meaningful.
3) Enhance the effectiveness and value of consumer research.
New technologies and new technologies can improve the effectiveness and value of consumer research. For example, cloud computing can provide more accurate data quality and reliability for consumer research, the Internet of Things can provide more real data real-time and dynamic for consumer research, big data can provide more comprehensive data relevance and relevance for consumer research, artificial intelligence can provide deeper data insight and reliability for consumer research, blockchain can provide more fair data transparency and trust for consumer research, and 5G can provide faster data responsiveness and flexibility for consumer researchVR AR can provide more vivid data appeal and attractiveness for consumer research, live broadcast can provide more intimate data interaction and participation for consumer research, social ** can provide consumer research with wider data influence and dissemination, and short ** can provide more interesting data creativity and expression for consumer research. These new technologies and new technologies can make the results of consumer research more accurate, useful, valuable and impactful.
3. The future development direction and suggestions of consumer research
The future development direction and suggestions of consumer research are mainly as follows:
1) Pay more attention to the personalization and emotion of consumers.
Consumer personalization and emotionalization means that consumers' needs and behaviors are not only affected by objective factors, but also by subjective factors, such as personal characteristics, preferences, emotions, values, etc. The personalization and emotionalization of consumers require consumer research to pay attention not only to consumer behavior data, but also to pay attention to consumer psychological data, not only to understand what consumers do, but also to understand why consumers, not only to meet the functional needs of consumers, but also to meet the emotional needs of consumers. The future development direction of consumer research is to pay more attention to the personalization and emotion of consumers, and collect, analyze and use consumers' personalized and emotional data through new technologies and new technologies, such as artificial intelligence, VR AR, live broadcast, social networking, short, etc., to provide personalized and emotional products and services that are more in line with consumers.
2) Pay more attention to consumer participation and interaction.
Consumer participation and interaction refers to the process and results of consumption through the participation and interaction of consumers with enterprises and other consumers, not only passive recipients and consumers, but also active contributors and creators. Consumer participation and interaction require consumer research to not only pay attention to consumer feedback and evaluation, but also to pay attention to consumer suggestions and creativity, not only to understand consumer satisfaction and loyalty, but also to understand consumer influence and value, not only to meet consumer participation needs, but also to meet consumer interaction needs. The future development direction of consumer research is to pay more attention to consumer participation and interaction, through new technologies and new technologies, such as cloud computing, Internet of Things, blockchain, 5G, live broadcast, social networking, short, etc., to collect, analyze and use consumer participation and interaction data, in order to provide products and services that are more in line with consumer participation and interaction.
3) Pay more attention to consumer social responsibility and sustainability.
Consumer social responsibility and sustainability refer to the fact that consumers consider not only their own interests and needs, but also the interests and needs of society in the process of consumption, such as environmental protection, fairness, and respect for human rights. The social responsibility and sustainability of consumers require that consumer research should not only pay attention to the economic benefits of consumers, but also pay attention to the social benefits of consumers, not only to understand consumers' consumption behavior, but also to understand consumers' consumption concepts, not only to meet the material needs of consumers, but also to meet the spiritual needs of consumers. The future development direction of consumer research is to pay more attention to the social responsibility and sustainability of consumers, through new technologies and new technologies, such as big data, artificial intelligence, blockchain, VR AR, social **, short**, etc., to collect, analyze and use consumer social responsibility and sustainability data, in order to provide products and services that are more in line with consumer social responsibility and sustainability.
IV. Conclusions
Consumer research is an important tool in the consumer goods and retail industry, helping companies understand consumer needs, preferences and behaviors to develop effective marketing strategies and product innovations. With the development of technology and the changes of consumers, consumer research is also facing new challenges and opportunities. The impact and value of new technologies and new technologies on consumer research are mainly reflected in improving the efficiency and cost of consumer research, enriching the content and form of consumer research, and improving the effect and value of consumer research. The future development direction and suggestions of consumer research mainly include paying more attention to the personalization and emotion of consumers, paying more attention to consumer participation and interaction, and paying more attention to consumer social responsibility and sustainability. The future of consumer research needs to be closely integrated with new technologies and new ** to improve the level and value of consumer research.