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Champ Consulting: Avoiding and Solving the Misunderstandings and Traps of Industrial Market Research

2024-07-24 00:20:30 Source: Champ Consulting Visits:0

Industrial market research refers to market research and analysis of producers, distributors, purchasers and users of industrial products or services to understand the size, structure, demand, competition, trends, etc. of the market, and to provide basis and guidance for strategic decision-making. Compared with consumer market research, industrial market research has the following characteristics:

工业产品或服务通常是中间产品或投入品,不直接面向最终消费者,而是通过复杂的产业链或供应链传递价值;

工业产品或服务的需求受到下游行业或终端市场的影响,具有一定的衍生性和周期性;

The purchase process of industrial products or services involves multiple decision-making levels and participants, and needs to consider technical performance, quality standards, price cost, delivery time and other factors;

The competitive landscape of industrial products or services is usually stable, but there are also potential threats such as technological innovation, new entrants, and substitutes;

工业产品或服务的市场信息相对不透明,需要通过多种渠道和手段获取。

Due to the complexity and professionalism of industrial market research, it is necessary to follow scientific methods and processes, otherwise it is easy to fall into some misunderstandings and traps, which will affect the quality and effectiveness of the research. This paper summarizes the common misunderstandings and traps from the aspects of the objectives, objects, methods, data and analysis of industrial market research, and puts forward corresponding suggestions to avoid and solve them.

1. Goal Setting Aspects

Goal setting is the first and most important step in industrial market research. The goal setting should be clear about the theme, scope, content, purpose and significance of the research, and provide guidance for the follow-up research design. The following pitfalls and pitfalls may arise in the goal-setting process:

目标过于宽泛或过于具体。过于宽泛的目标会导致研究缺乏重点和深度,无法得出有价值的结论;过于具体的目标会导致研究过于狭隘和片面,无法反映市场的全貌和动态。

目标与实际需求不匹配。有些研究者在设定目标时,没有充分了解客户的真实需求,而是根据自己的经验或偏好来确定,这可能导致研究结果与客户的期望不一致,甚至无法满足客户的决策需求。

The target does not match the resource. Some researchers do not take into account their own or clients' resource conditions, such as time, budget, personnel, technology, etc., when setting goals, which may lead to difficulties and risks in the research process, or the inability to complete the research tasks on time and quality.

To avoid and address these pitfalls, the following principles are recommended for goal setting:

目标要具有可行性、可测量性、相关性和明确性。可行性是指目标要符合市场的实际情况和客户的实际需求,不要过高或过低;可测量性是指目标要能够通过数据或指标来衡量和评估,不要模糊或主观;相关性是指目标要与客户的战略目标和决策问题有关联,不要偏离或冗余;明确性是指目标要清晰地表达出研究的主题、范围、内容、目的和意义,不要含糊或混淆。

目标要与客户进行充分沟通和确认。在设定目标之前,要与客户进行深入的沟通和交流,了解客户的背景、需求、期望、问题等,以便确定合适的研究主题和范围;在设定目标之后,要及时向客户汇报和反馈,征求客户的意见和建议,以便调整和完善研究内容和方法。

Targets should be reasonably matched and allocated with resources. When setting goals, we should make reasonable research plans and arrangements according to our own or customers' resource conditions, such as time, budget, personnel, technology, etc., to avoid waste or shortage of resources; when implementing goals, we should adjust the allocation and use of resources in time according to the progress and effect of research, so as to avoid the shortage or idleness of resources.

2. Object Selection Aspects

Object selection is the second step of industrial market research, but also a very critical step. The object selection should be based on the research objectives and methods to determine the type, quantity, characteristics, sources, etc. of the research object, and provide the basis for subsequent data collection. The following pitfalls and pitfalls may arise in the object selection process:

The object is too single or too diverse. Too single object will lead to the lack of representativeness and universality of the research, which can not reflect the diversity and complexity of the market; too diverse object will lead to the lack of pertinence and effectiveness of the research, which can not reflect the core characteristics and key factors of the market.

Object does not match target. When selecting objects, some researchers do not determine the type, quantity, characteristics, etc. of the objects according to the research objectives, but randomly select or rely on ready-made objects, which may lead to inconsistency between the research results and the research objectives, or even unable to answer the research questions.

对象与方法不匹配。有些研究者在选择对象时,没有根据研究方法来确定对象的来源、获取方式、抽样方法等,而是采用不合适或不规范的对象选择方式,这可能导致研究数据的质量和可靠性受到影响,甚至出现偏差和误差。

为了避免和解决这些误区和陷阱,建议在对象选择时遵循以下原则:

对象要具有代表性、多样性、针对性和有效性。代表性是指对象要能够反映市场的总体特征和规律,不要偏离或偏颇;多样性是指对象要能够反映市场的差异性和复杂性,不要忽略或简化;针对性是指对象要能够反映市场的核心特征和关键因素,不要冗余或无关;有效性是指对象要能够提供有效和可用的数据,不要失效或无效。

The object is sufficiently matched and corresponding to the target. When selecting objects, the type, quantity and characteristics of objects should be determined according to the research objectives, such as producers, distributors, purchasers, users, etc., as well as their scale, region, industry, functions, etc.; at the same time, the key points and difficulties of the objects should be determined according to the research problems, such as demand, satisfaction, loyalty, switching willingness, etc.

对象要与方法进行合理匹配和选择。在选择对象时,要根据研究方法来确定对象的来源、获取方式、抽样方法等,如二手数据、一手数据、定量数据、定性数据等,以及他们的渠道、来源、质量、可靠性等;同时,要根据研究设计来确定对象的抽样方法、抽样框架、抽样单位、抽样比例等。

三、方法运用方面

方法运用是工业市场研究的第三步,也是非常重要的一步。方法运用要根据研究目标和对象,选择合适的数据收集和分析方法,为后续的结果呈现提供支持。方法运用过程中可能出现以下误区和陷阱:

方法过于单一或过于复杂。过于单一的方法会导致研究缺乏多维度和多角度的视野,无法全面和深入地了解市场;过于复杂的方法会导致研究增加不必要的难度和成本,无法有效和高效地完成研究。

方法与目标不匹配。有些研究者在运用方法时,没有根据研究目标来选择合适的数据收集和分析方法,而是盲目跟随或模仿其他人的方法,这可能导致研究结果与研究目标不一致,甚至无法回答研究问题。

方法与对象不匹配。有些研究者在运用方法时,没有根据研究对象来选择合适的数据收集和分析方法,而是采用不适用或不规范的方法,这可能导致研究数据的质量和可靠性受到影响,甚至出现偏差和误差。

为了避免和解决这些误区和陷阱,建议在方法运用时遵循以下原则:

The method should have applicability, diversity, rationality and effectiveness. Applicability means that the method should conform to the theme, scope and content of the research, and should not deviate or surpass it. Diversity means that the method should be able to collect and analyze data from multiple dimensions and angles, and should not be single or one-sided. Rationality means that the method should conform to scientific logic and norms, and should not be random or confused. Effectiveness means that the method should be able to provide effective and credible data and results, don't be ineffective or unreliable.

Methods should be adequately matched and selected with the target. In the use of methods, according to the research objectives to choose the appropriate data collection and analysis methods, such as quantitative methods, qualitative methods, mixed methods, as well as their advantages and disadvantages, applicable conditions, operating steps, etc.; at the same time, according to the research problem to choose the appropriate data types, indicators, models, tools, etc., as well as their meaning, calculation methods, application scenarios.

Methods should be reasonably matched and used with objects. In the use of methods, according to the research object to choose the appropriate data collection and analysis methods, such as questionnaires, interviews, observation experiments, as well as their design, implementation, evaluation, etc.; at the same time, according to the characteristics of the object and feedback to adjust and optimize the use of methods, such as increasing or reducing the problem, change or maintain the order, improve or reduce the difficulty.

4. Data Processing

Data processing is the fourth and crucial step in industrial market research. According to the research methods and results, data processing should be carried out to clean, organize, summarize and analyze the collected data, so as to provide the basis for the subsequent results. The following pitfalls and pitfalls may occur in the process of data processing:

Data is too cluttered or too lean. Too cluttered data can lead to a lack of structure and logic in research that clearly demonstrates the characteristics and patterns of the market; too streamlined data can lead to a lack of detail and depth in research that accurately explains the causes and effects of the market.

Data does not match target. When processing data, some researchers do not determine the type, quantity, quality, etc. of the data according to the research objectives, but arbitrarily select or ignore some of the data, which may lead to inconsistency between the research results and the research objectives, or even unable to answer the research questions.

The data does not match the method. Some researchers do not determine the source, acquisition method, sampling method, etc. of the data according to the research method, but use inappropriate or irregular data processing methods, which may lead to the quality and reliability of the research data being affected, and even deviations and errors.

In order to avoid and solve these misunderstandings and traps, it is recommended to follow the following principles when processing data:

Data should be complete, clear, accurate and valid. Completeness means that the data should be able to cover all relevant aspects of the market and should not omit or delete important data. Clarity means that the data should be able to present the structure and logic of the market and should not be confused or vague data. Accuracy means that the data should be able to reflect the real situation of the market and should not be wrong or distorted. Validity means that the data should be able to support and verify the results and conclusions of the research, don't have irrelevant or invalid data.

The data is adequately matched and filtered against the target. When processing data, the type, quantity and quality of data should be determined according to the research objectives, such as quantitative data, qualitative data, first-hand data, second-hand data, etc., as well as their source, reliability, validity period, etc.; at the same time, the key and difficult points of data should be determined according to the research problems, such as demand, satisfaction, loyalty, switching willingness, etc.

The data should be reasonably matched and analyzed with the method. When processing data, the source, acquisition method and sampling method of data should be determined according to the research method, such as questionnaire survey, interview interview, observation experiment, etc., as well as their design, implementation and evaluation, etc. At the same time, the analysis method, index, model and tool of data should be determined according to the research design, such as description statistics, hypothesis test, regression analysis, cluster analysis, etc, and their calculation methods, application scenarios, etc.

Presentation of 5. results

The presentation of results is the fifth and very important step in industrial market research. The results should be presented according to the research objectives and data, the results and conclusions of the study are summarized, displayed, explained and suggested, so as to provide reference and reference for the customer's decision-making. The following pitfalls and pitfalls may arise in the process of presenting the results:

The results are too simple or too complex. Too simple results will lead to the lack of persuasion and value of the research, unable to attract and meet the interests and needs of customers; too complex results will lead to the lack of readability and usability of the research, can not be clearly and effectively communicated to customers.

The result does not match the target. When presenting the results, some researchers do not determine the content, form and level of the results according to the research objectives, but display or ignore some of the results at will, which may lead to inconsistency between the research results and the research objectives, or even fail to answer the research questions.

The results do not match the data. When presenting the results, some researchers do not determine the accuracy, reliability, and validity of the results based on the research data, but subjectively interpret or tamper with some of the results, which may lead to inconsistencies between the research results and the research data, and even deviations and errors.

In order to avoid and solve these pitfalls and pitfalls, it is recommended to follow the following principles when presenting the results:

结果要具有完整性、清晰性、准确性和有效性。完整性是指结果要能够涵盖研究的所有相关方面,不要遗漏或删除重要的结果;清晰性是指结果要能够呈现出研究的结构和逻辑,不要混乱或模糊不清的结果;准确性是指结果要能够反映出研究的真实情况,不要错误或歪曲的结果;有效性是指结果要能够支持和验证研究的目标和问题,不要无关或无效的结果。

结果要与目标进行充分匹配和对应。在呈现结果时,要根据研究目标来确定结果的内容、形式、层次等,如总结、展示、解释、建议等,以及他们的目的、意义、方式等;同时,要根据研究问题来确定结果的重点和难点,如需求、满意度、忠诚度、切换意愿等。

结果要与数据进行合理匹配和分析。在呈现结果时,要根据研究数据来确定结果的准确性、可靠性、有效性等,如数据来源、数据质量、数据分析等,以及他们的依据、证据、逻辑等;同时,要根据数据的特征和反馈来调整和优化结果的呈现,如增加或减少图表、改变或保持颜色、提高或降低精度等。

六、案例介绍方面

案例介绍是工业市场研究的第六步,也是非常有价值的一步。案例介绍要根据研究目标和结果,选择合适的客户案例,展示工业市场研究的应用和效果,为客户提供参考和借鉴。案例介绍过程中可能出现以下误区和陷阱:

案例过于少或过于多。过于少的案例会导致研究缺乏实践性和可信度,无法证明工业市场研究的价值和意义;过于多的案例会导致研究缺乏重点和突出性,无法突出工业市场研究的优势和特色。

案例与目标不匹配。有些研究者在选择案例时,没有根据研究目标来确定案例的类型、数量、特征等,而是随意选取或依赖现成的案例,这可能导致案例与研究目标不一致,甚至无法体现研究主题和范围。

案例与结果不匹配。有些研究者在选择案例时,没有根据研究结果来确定案例的内容、形式、层次等,而是主观编造或夸大部分案例,这可能导致案例与研究结果不一致,甚至出现偏差和误差。

为了避免和解决这些误区和陷阱,建议在案例介绍时遵循以下原则:

案例要具有实践性、可信度、重点性和突出性。实践性是指案例要能够反映工业市场研究在实际应用中的操作和效果,不要虚构或夸张的案例;可信度是指案例要能够提供真实和可靠的数据和证据,不要错误或歪曲的案例;重点性是指案例要能够突出工业市场研究对客户决策的帮助和贡献,不要冗余或无关的案例;突出性是指案例要能够展示工业市场研究的优势和特色,不要平庸或普通的案例。

案例要与目标进行充分匹配和选择。在选择案例时,要根据研究目标来确定案例的类型、数量、特征等,如行业、产品、服务、问题、解决方案等,以及他们的相关性、代表性、典型性等;同时,要根据研究问题来确定案例的内容、形式、层次等,如背景、过程、结果、评价、建议等,以及他们的目的、意义、方式等。

案例要与结果进行合理匹配和分析。在选择案例时,要根据研究结果来确定案例的内容、形式、层次等,如数据、图表、模型、工具等,以及他们的依据、证据、逻辑等;同时,要根据结果的特征和反馈来调整和优化案例的选择,如增加或减少案例、改变或保持顺序、提高或降低细节等。

下面,我们将结合尚普咨询公司在工业市场研究领域的服务经验,介绍一些具体的案例,展示我们如何运用专业的工具和技术,为客户提供高质量的工业市场研究报告。

案例一:某汽车零部件制造商想要了解中国市场的需求规模、竞争格局和未来趋势,以制定合理的市场进入策略。我们为该客户提供了以下服务:

通过二手数据收集和分析,我们确定了中国汽车零部件市场的总体规模、结构、增长率等基本情况,并预测了未来五年的发展趋势;

通过一手数据收集和分析,我们识别了中国汽车零部件市场的主要需求驱动因素、需求分布特征、需求变化趋势等细分情况,并评估了各细分市场的吸引力;

通过竞争对手分析,我们识别了中国汽车零部件市场的主要竞争者及其产品线、价格策略、渠道布局、市场份额等竞争情况,并分析了各竞争者的优势和劣势;

通过客户满意度调查,我们了解了中国汽车零部件市场的主要采购者及其采购过程、采购标准、采购偏好等采购情况,并评估了各供应商在采购者心目中的形象和评价;

通过市场进入策略建议,我们为该客户提供了针对中国汽车零部件市场的目标定位、产品定位、价格定位、渠道定位等具体建议,并预测了市场进入的收益和风险。

案例二:某化工原料供应商想要了解欧洲市场的供需平衡、价格波动和进出口情况,以制定合理的生产和销售计划。我们为该客户提供了以下服务:

通过二手数据收集和分析,我们确定了欧洲化工原料市场的总体供需量、供需结构、供需增长率等基本情况,并预测了未来五年的供需平衡;

通过一手数据收集和分析,我们识别了欧洲化工原料市场的主要供应商、分销商、终端用户等市场参与者,并分析了他们的生产能力、销售量、库存量等市场行为;

通过价格分析,我们识别了欧洲化工原料市场的主要价格影响因素、价格波动规律、价格预测模型等价格情况,并提供了未来一年的价格预测;

通过进出口分析,我们识别了欧洲化工原料市场的主要进出口国家、进出口量、进出口价差等进出口情况,并分析了进出口对市场供需和价格的影响;

通过生产和销售计划建议,我们为该客户提供了针对欧洲化工原料市场的生产计划、销售计划、库存管理、风险控制等具体建议,并评估了计划执行的收益和风险。




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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise
  • Focus on production and research

    15 Year

    Champ Consulting has been established for 15 years.

    48 Intellectual Property Rights

    Independent methodology

    80% of the information comes from first-hand research.

  • massive data

    118 Billionth

    Self-built database 11.8 billion

    Covering 1978 industries in China

    0.1 billion new data per year

    Industry Big Data Platform

  • Research Team

    118 +

    Have a 300 team of professional consultants

    Practical operation and management experience of top enterprises

    88% of members have international PMP certificates

  • Intellectual Property

    48 Item

    Independent methodology

    48 independent intellectual property rights

    high-tech enterprise

    Industry Big Data Platform

Customer Evaluation
More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

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