Industrial market research refers to a consulting service that provides decision support for enterprises by collecting and analyzing relevant information to understand the current situation and development trend of the market, as well as the needs and satisfaction of customers. Industrial market research is very different from consumer market research, mainly in the following aspects:

Industrial markets are usually small in size, but involve a wide range of products, and there are complex correlations and substitution relationships between products.

The competitive landscape of industrial markets is generally stable, but there is also the threat of potential new entrants and substitutes.

Customers in the industrial market are usually specialized and rational, they have higher requirements for products, and have clear procurement processes and decision-making criteria.

Products in the industrial market are usually highly technical and innovative, and they need to be continuously improved and optimized to adapt to changes in customer needs.

As a result, industrial market research is a challenging and valuable task that requires consultants to be able:

Able to design a reasonable research framework, clear research objectives, scope, methods and output.

Ability to effectively collect and analyze data, including secondary data (e. g., industry reports, policies and regulations, patent literature, etc.) and first-hand data (e. g., customer interviews, product testing, field observations, etc.).

Ability to interview and understand customers in depth, including their background, needs, satisfaction, decision-making process, etc.

Able to objectively evaluate and compare products, including product function, performance, price, brand, etc.

Champu Consulting is a consulting company focusing on industrial market research. We have rich industry experience and professional knowledge. We are able to provide customers with high-quality and efficient industrial market research services. Here, we will share some of our experience and skills in industrial market research, hoping to be helpful and enlightening to readers.

1. how to design a reasonable research framework

The research framework is the foundation of industrial market research, which determines the direction and focus of the research, as well as the method and output of the research. A reasonable research framework should have the following characteristics:

Consistent with the customer's needs and goals, able to solve the customer's concerns and provide the information needed by the customer.

Have a clear scope of research, able to define the object of research, field, time, region, etc.

Have clear research methods and be able to determine research steps, processes, tools, etc.

There are specific research outputs that can define the results, form, content, etc.

In order to design a reasonable research framework, we usually take the following steps:

Communicate with customers to understand their background, needs, goals, etc.

Analyze the customer's problem and split it into several sub-problems to form a problem tree.

Determine the scope of the study and select the appropriate object, field, time, geography, etc. based on customer expectations and resource availability.

Determine the research method, select the appropriate steps, processes, tools, etc. according to the nature of the problem and the source of the data.

Determine the research output and select the appropriate results, format, content, etc. according to the customer's preferences and usage scenarios.

For example, we once provided a research service on China's industrial robot market for a European industrial robot manufacturer. Customers want to know the current situation and development trend of China's industrial robot market, as well as their competitiveness and opportunities in the Chinese market. We designed the following research framework:

Research scope: China's industrial robot market, including the overall market and market segments (by industry, by product type, etc.), as well as major competitors (including domestic and foreign brands).

Research methods: firstly, through the collection and analysis of second-hand data, we can understand the scale, structure and growth rate of China's industrial robot market; secondly, through the collection and analysis of first-hand data, including interviews and surveys with customers (such as automobile manufacturers, electronic manufacturers, etc.), channel providers (such as agents, dealers, etc.) and competitors (such as domestic and foreign brands) to understand their demand, satisfaction and selection criteria for industrial robot products; finally, through comprehensive analysis, the competitiveness and opportunities of customers in China's industrial robot market are evaluated, and corresponding suggestions are put forward.

Research output: A report containing: overview of China's industrial robot market (scale, structure, growth rate, etc.), analysis of China's industrial robot market segmentation (by industry, by product type, etc.), analysis of China's industrial robot market competition pattern (main competitors and their advantages and disadvantages, etc.), customer competitiveness and opportunity evaluation in China's industrial robot market (product functional performance comparison, brand awareness comparison, channel coverage comparison, etc.), customer in China's industrial robot market development strategy recommendations (e. g. product innovation, brand promotion, channel expansion, etc.).

2. how to collect and analyze data effectively

Data is the core of industrial market research, which can provide objective and reliable information to support consultants to carry out in-depth and comprehensive analysis. Data can be divided into two types: second-hand data and first-hand data:

Secondary data refers to data that already exists in public or private sources, such as industry reports, policies and regulations, patent literature, etc. Second-hand data usually provide macro and general information, such as market size, growth rate, structure, etc., but there may be some limitations, such as timeliness, accuracy, and completeness of the data.

First-hand data refers to data collected through the consultant's own efforts, such as customer interviews, product testing, on-site observations, etc. First-hand data can usually provide micro and detailed information, such as customer needs, satisfaction, selection criteria, etc., but there may also be some difficulties, such as the difficulty of data acquisition, processing complexity, analysis difficulty, etc.

In order to effectively collect and analyze data, we usually take the following steps:

Identify data requirements and determine the type, content, source, etc. of data that needs to be collected and analyzed based on the research framework and problem tree.

Collect second-hand data, search and obtain relevant second-hand data through search engines, databases, libraries and other channels, and screen and organize them.

Collect first-hand data, contact and access relevant first-hand data sources (such as customers, distributors, competitors, etc.) through telephone, email, interviews, surveys, etc., and record and summarize them.

Analyze the data by usingExcel、SPSS、Rtools, such as cleaning, processing, statistics, modeling and other operations on the collected data, and extract valuable information and insights.

For example, when we conducted the Chinese industrial robot market research for the above-mentioned European industrial robot manufacturers, we used the following data collection and analysis methods:

Identify data needs: Based on the research framework and problem tree, we identified the type, content, source, etc. of data that needs to be collected and analyzed. Specifically, we need to collect the following types of data:

The scale, structure, growth rate and other macro data of China's industrial robot market are mainly derived from second-hand data such as industry reports and government statistics.

The segmentation of China's industrial robot market (by industry, by product type, etc.) is mainly derived from second-hand data such as industry associations and expert consultation.

The competitive landscape of China's industrial robot market (the main competitors and their advantages and disadvantages, etc.) is mainly derived from second-hand data such as competitor websites and public reports.

Customer demand for industrial robot products, satisfaction, selection criteria and other micro-data, mainly from customer interviews, questionnaires and other first-hand data.

Microdata such as functional performance comparison, brand awareness comparison, and channel coverage comparison of different brands of industrial robot products are mainly derived from first-hand data such as product testing and brand surveys.

Collecting second-hand data: We searched and obtained relevant second-hand data through search engines (such as Baidu), databases (such as Wanfang), libraries (such as the National Library) and other channels, and screened and sorted them. We mainly refer to the following secondary data:

Report on the Development of China's Industrial Robot Industry (2022year)

Research Report on China's Industrial Robot Market (2022year)

Annual Report of China Industrial Robot Industry Association (2022year)

"China Industrial Robot Technology Development Trend Analysis Report (2022year)

Analysis Report on China's Industrial Robot Policies and Regulations (2022year)

Collecting first-hand data: We collect first-hand data by telephone (e. g.Skype), mail (e. g.Outlook), interviews (suchZoom), investigations (suchSurveyMonkey) and other ways, contacted and accessed relevant first-hand data sources, and recorded and summarized them. We mainly accessed the following types of primary data sources:

Customer: We visited20Industrial robot users in different industries (such as automobiles, electronics, machinery, etc.) understand their needs, satisfaction, and selection criteria for industrial robot products.

Channel: We visited10Industrial robot agents and distributors in different regions (such as Beijing, Shanghai, Guangzhou, etc.) learned about their sales of industrial robot products, market feedback, and competitive strategies.

Competitors: We visited5domestic and foreign brands (suchABB, Fanaco, Easton, etc.) industrial robot manufacturers have learned their views, development plans, advantages and disadvantages of China's industrial robot market.

Analyzing the data: We analyze the data by usingExcel、SPSS、RThe collected data is cleaned, processed, counted and modeled, and valuable information and insights are extracted. We conducted the following types of data analysis:

Market size analysis: By aggregating and extrapolating secondary data, we have derived the overall size and growth rate of China's industrial robot market, as well as the market size and growth rate by industry and by product type.

Market structure analysis: Through the classification and comparison of secondary data, we have obtained the characteristics and trends of the main market segments of China's industrial robot market, as well as the demand drivers and development obstacles of each market segment.

Competitive landscape analysis: By sorting and evaluating the second-hand data, we have obtained the market share and ranking of the main competitors in the Chinese industrial robot market, as well as the product advantages, disadvantages and competitive strategies of each competitor.

Customer demand analysis: Through statistics and induction of first-hand data, we have obtained the characteristics and preferences of the main customer groups in China's industrial robot market, as well as the customer's demand points and pain points for industrial robot products.

Product evaluation analysis: Through testing and comparing the first-hand data, we have obtained the customer's functional performance evaluation of different brands of industrial robot products, as well as the customer's brand awareness evaluation of different brands of industrial robot products.

Channel coverage analysis: Through the investigation and verification of first-hand data, we obtained the customer's channel coverage of different brands of industrial robot products, as well as the customer's channel satisfaction evaluation of different brands of industrial robot products.

3. how to interview and understand customers in depth

Customers are an important object of industrial market research, they can provide the most direct and true information, reflecting the most core and most critical issues. In-depth interviews and understanding of customers is the main way to obtain first-hand data, and it is also a key factor to improve the quality and effectiveness of research. In order to interview and understand customers in depth, we usually use the following steps:

Determine the objectives of the interview and determine the type, number, distribution, etc. of customers to be interviewed based on the research framework and problem tree.

Determine the interview method, according to the customer's characteristics and accessibility, choose the appropriate interview method, such as telephone, email, interview, survey, etc.

Determine the content of the interview and design the appropriate interview content according to the customer's background and needs, such as opening remarks, question list, closing words, etc.

Execute the interview plan, communicate and communicate with customers according to the scheduled time and method, obtain customer information and feedback, and record and summarize.

Analyze the interview results, collect and summarize the interview records, extract valuable information and insights, and compare and verify with other data.

For example, when we conducted the Chinese industrial robot market research for the above-mentioned European industrial robot manufacturers, we used the following interview methods:

Identify interview objectives: We identified the type, number, distribution, etc. of customers to be interviewed based on the research framework and problem tree. Specifically, we need to visit the following types of customers:

Industrial robot users: we need access20Industrial robot users in different industries (such as automobiles, electronics, machinery, etc.) understand their needs, satisfaction, and selection criteria for industrial robot products.

Industrial robot channel: we need to visit10Industrial robot agents and distributors in different regions (such as Beijing, Shanghai, Guangzhou, etc.) to understand their sales of industrial robot products, market feedback, competitive strategies, etc.

Industrial robot contenders: we need access5domestic and foreign brands (suchABB, Fanaco, Easton, etc.) industrial robot manufacturers to understand their views, development plans, advantages and disadvantages of China's industrial robot market.

Determine the interview method: we choose the appropriate interview method according to the customer's characteristics and accessibility. Specifically, we used the following interview methods:

Telephone: We call by telephone (e. g.Skype) Communicate with customers, this way is more convenient and fast, but it is also more difficult to build trust and in-depth communication.

Mail: We use mail (e. g.Outlook) Communication with customers is more formal and detailed, but it also lacks interaction and timeliness.

Interviews: We conducted interviews (e. g.Zoom) Communicating with customers is more direct and in-depth, but it is also time-consuming and costly.

Investigations: We investigate (e. g.SurveyMonkey) Communicating with customers is relatively simple and effective, but it also lacks personalization and flexibility.

Determine the interview content: We have designed the appropriate interview content according to the customer's background and needs. Specifically, we designed the following types of interviews:

Opening remarks: We first introduce ourselves and the research purpose to the customer, and thank the customer for their cooperation and support.

Question list: We have prepared different question lists according to different types of customers, covering basic customer information, demand for industrial robot products, satisfaction, selection criteria, etc.

Concluding remarks: We finally express our gratitude and respect to the customer, and ask if the customer has any other questions or suggestions, and whether they are willing to accept subsequent communication and feedback.

Implementation of the interview plan: We communicated with the customer according to the scheduled time and method, obtained the customer's information and feedback, and recorded and summarized it. We mainly collected the following types of information:

We understand that industrial robot users are mainly concerned about the function, performance, stability, safety and ease of use of industrial robot products. They hope that industrial robot products can improve production efficiency, reduce costs, ensure quality, adapt to diversified production tasks, and so on.

Pain points of industrial robot users: we understand that industrial robot users mainly face the following pain points: first, the price of industrial robot products is higher, resulting in a longer payback period; second, the maintenance cost of industrial robot products is higher, resulting in higher operating costs; third, the technical support of industrial robot products is poor, resulting in more difficult fault handling and upgrading; fourth, the compatibility of industrial robot products is poor, this makes integration with other devices and systems difficult.

Selection criteria for industrial robot users: We understand that when industrial robot users choose industrial robot products, they mainly refer to the following criteria: first, product functional performance, such as load, speed, accuracy, flexibility, etc.; second, product price, such as purchase cost, maintenance cost, operating cost, etc.; third, product brand, such as popularity, credibility, reputation, etc.; fourth, product service, such as pre-sales consultation, installation in sale, after-sales warranty, etc.

Sales of industrial robot distributors: We have learned that industrial robot distributors mainly sell industrial robot products in the following ways: one is direct sales, that is, direct communication and transactions with customers; the other is agency sales, that is, agency A brand or multiple brands of industrial robot products, and provide corresponding services to customers; the third is rental sales, that is, to provide customers with industrial robot products rental services, and according to the lease term and usage of fees.

Market feedback from industrial robot distributors: We understand that industrial robot distributors mainly receive the following types of market feedback: First, the market demand is increasing. With the improvement of China's industrialization level and the improvement of intelligence, more and more Many industries and enterprises have begun to use industrial robot products, and the market demand is showing a trend of rapid growth; second, the market competition is fierce. With the influx of domestic and foreign brands and the emergence of new entrants, the market competition is becoming increasingly fierce, price wars, technology wars, service wars, etc. continue to occur; third, the market changes rapidly. With the changes in customer demand and the development of technological innovation, the market changes very rapidly and needs to be constantly adapted and adjusted.

Competitive strategies of industrial robot channel providers: We have learned that industrial robot channel providers mainly adopt the following competitive strategies: first, product differentiation, that is, by providing different product types, functions, performance, etc., to meet different customer needs and preferences; The second is price dominance, that is, by providing lower product prices, maintenance costs, operating costs, etc., to attract and retain customers; the third is branding, that is, by improving their own or agent's brand awareness, credibility, reputation, etc., to enhance customer awareness and trust; the fourth is service value-added, that is, by providing high-quality pre-sales consultation, in-sales installation, after-sales warranty and other services, To improve customer satisfaction and loyalty.

Views of industrial robot competitors: We have learned that industrial robot competitors have the following views on China's industrial robot market: first, they are optimistic about the development potential of China's industrial robot market and believe that China's industrial robot market is still in a stage of rapid growth, with great space and opportunities; second, they attach importance to the competitive pressure of China's industrial robot market and believe that the competition in China's industrial robot market is very fierce, it is necessary to continuously improve product quality and service levels, as well as reduce costs and prices; the third is to pay attention to the changing trends of China's industrial robot market, believing that China's industrial robot market is changing very rapidly, and it is necessary to continuously track and study customer needs and technological innovation, and adjust And optimize product strategy and market strategy.

Development plans of industrial robot competitors: We understand that industrial robot competitors have the following main development plans for China's industrial robot market: First, increase product innovation, that is, through continuous research and development and introduction of new product types, functions, Performance, etc., to meet customer needs and preferences, as well as respond to technological changes and competitive challenges; the second is to strengthen brand promotion, that is, through continuous publicity and marketing activities, such as advertising, exhibitions, training, etc., to enhance their brand awareness, credibility, reputation, etc.; the third is to expand the channel network, that is, by continuously establishing and maintaining the relationship with agents, dealers and other partners, to expand the coverage and influence of their products in various regions and industries; the fourth is to improve the service level, that is to improve customer satisfaction and loyalty by continuously improving and optimizing service processes and standards such as pre-sales consultation, in-sales installation, and after-sales warranty.

4. how to objectively evaluate and compare products

Products are an important part of industrial market research, which can reflect the needs and satisfaction of customers, as well as the advantages and disadvantages of competitors. Objectively evaluating and comparing products is the main way to obtain first-hand data, and it is also a key factor to improve the quality and effectiveness of research. In order to objectively evaluate and compare products, we usually use the following steps:

Determine the evaluation criteria, according to the research framework and problem tree, determine the product types, attributes, indicators, etc. that need to be evaluated and compared.

Determine the evaluation method, according to the characteristics and testability of the product, select the appropriate evaluation method, such as functional test, performance test, price comparison, brand survey, etc.

Implement the evaluation plan, evaluate and compare different brands of industrial robot products according to predetermined standards and methods, and record and summarize them.

The evaluation results are analyzed, and valuable information and insights are extracted by sorting and summarizing the evaluation records, which are compared and verified with other data.

For example, when we conducted a study of the Chinese industrial robot market for the above-mentioned European industrial robot manufacturers, we used the following product evaluation methods:

Determine the evaluation criteria: Based on the research framework and problem tree, we have identified the product types, attributes, indicators, etc. that need to be evaluated and compared. Specifically, we need to evaluate and compare the following types of products:

industrial robot products: we need to evaluate and compare different brands (e. g.ABB, Fanaco, Easton, etc.) industrial robot products, mainly including the following attributes and indicators: function (such as load, speed, accuracy, flexibility, etc.), performance (such as stability, security, ease of use, etc.), price (such as purchase cost, maintenance cost, operating cost, etc.), brand (such as popularity, reputation, reputation, etc.), service (such as pre-sales consultation, in-sales installation, after-sales warranty, etc.).

industrial robot accessories: we need to evaluate and compare different brands (e. g.ABB, Fanaco, Easton, etc.) industrial robot accessories, mainly including the following attributes and indicators: features (e. g., compatibility, scalability, replaceability, etc.), performance (e. g., durability, reliability, maintainability, etc.), price (e. g., purchase cost, maintenance cost, replacement cost, etc.), brand (e. g., visibility, credibility, reputation, etc.), services (e. g., pre-sales consultation, in-sales installation, after-sales warranty, etc.).

Determine the evaluation method: we choose the appropriate evaluation method according to the characteristics and testability of the product. Specifically, we used the following evaluation methods:

Functional testing: We use professional testing equipment and software to perform functional testing on different brands of industrial robot products and accessories, such as load testing, speed testing, accuracy testing, flexibility testing, etc., as well as compatibility testing, extensibility testing, Substitutability testing, etc., and record test results and data.

Performance testing: We use professional testing equipment and software to test the performance of different brands of industrial robot products and accessories, such as stability testing, safety testing, ease of use testing, as well as durability testing, reliability testing, easy maintenance testing, etc., and record the test results and data.

Price comparison: We compare prices of different brands of industrial robot products and accessories, including purchase costs, maintenance costs, operating costs, etc., as well as replacement costs, and record price data by querying public price information or asking relevant channels or customers.

Brand survey: We design and distribute a questionnaire on industrial robot brands, conduct brand surveys on different brands of industrial robot products and accessories, including popularity, credibility, reputation, etc., and collect and analyze survey results and data.

Service evaluation: We evaluate the service of different brands of industrial robot products and accessories by visiting or investigating customers or distributors of different brands of industrial robot products and accessories, including pre-sales consultation, in-sales installation, after-sales warranty, etc., and collect and analyze the evaluation results and data.

Implementation of the evaluation plan: We evaluated and compared different brands of industrial robot products and accessories in accordance with predetermined standards and methods, and recorded and summarized them. We mainly got the following types of information:

Functional test results: We found that there are certain differences in the functions of different brands of industrial robot products and accessories, suchABBThe industrial robot products perform well in terms of load, speed and accuracy, but they perform poorly in terms of flexibility; the industrial robot products of Fanaco perform well in terms of flexibility, but perform poorly in terms of load, speed and accuracy; the industrial robot products of Easton perform evenly in terms of function, with no obvious advantages or disadvantages. In addition, we found that different brands of industrial robot accessories in terms of function there are some differences, suchABBThe industrial robot accessories perform well in compatibility and expansibility, but they perform poorly in replaceability. Fanaco's industrial robot accessories perform well in replaceability, but they perform poorly in compatibility and expansibility. Eston's industrial robot accessories have average performance in function and have no obvious advantages or disadvantages.

Performance test results: We found that different brands of industrial robot products and accessories have certain differences in performance, suchABBThe industrial robot products of Fanaco perform well in terms of stability and safety, but perform poorly in terms of ease of use; Fanaco's industrial robot products perform well in terms of ease of use, but perform poorly in terms of stability and safety; Easton's industrial robot products perform on average in terms of performance and have no obvious advantages or disadvantages. In addition, we found that different brands of industrial robot accessories also have certain differences in performance, suchABBThe industrial robot accessories perform well in terms of durability and reliability, but they perform poorly in terms of ease of maintenance. Fanaco's industrial robot accessories perform well in terms of ease of maintenance, but perform poorly in terms of durability and reliability. Eston's industrial robot accessories perform on average in terms of performance and have no obvious advantages or disadvantages.

Price comparison results: We found that there are certain differences in price between different brands of industrial robot products and accessories, suchABBThe industrial robot products and accessories are relatively high in terms of purchase cost, maintenance cost and operating cost, but the replacement cost is relatively low. Fanaco's industrial robot products and accessories are relatively low in terms of purchase cost, maintenance cost and operating cost, but the replacement cost is relatively high. Eston's industrial robot products and accessories are relatively moderate in price, with no obvious level.

Brand survey results: We found that there are certain differences in brands of industrial robot products and accessories, suchABBThe industrial robot products and accessories are relatively high in popularity, credibility and reputation, but they are also relatively conservative and traditional. Fanaco's industrial robot products and accessories are relatively low in popularity, credibility and reputation, but they are also more innovative and flexible. Eston's industrial robot products and accessories are relatively average in brand and have no obvious advantages and disadvantages.

Service evaluation results: We found that there are certain differences in service between different brands of industrial robot products and accessories, suchABBOur industrial robot products and accessories are excellent in pre-sales consultation, in-sales installation and after-sales warranty, but they are also expensive and cumbersome. Fanuke's industrial robot products and accessories are relatively common in pre-sales consultation, in-sales installation and after-sales warranty, but they are also relatively cheap and simple. Eston's industrial robot products and accessories are reasonable in terms of service and have no obvious advantages and disadvantages.

In summary, we have objectively evaluated and compared different brands of industrial robot products and accessories, and reached the following conclusions:

ABB's industrial robot products and accessories have obvious advantages in terms of functional performance, stability, safety, and brand awareness, but they have obvious disadvantages in terms of price, ease of use, and compatibility.

Fanaco's industrial robot products and accessories have obvious advantages in terms of price, ease of use, and flexibility, but they have obvious disadvantages in terms of functional performance, stability, safety, and brand awareness.

Easton's industrial robot products and accessories are average in all aspects, with no obvious advantages or disadvantages.

Therefore, we recommend that customers choose the right brand and product according to their needs and preferences. If customers focus on functional performance, stability and safety, brand awareness, etc., they can chooseABBIf customers pay attention to price, ease of use, flexibility, etc., they can choose Fanaco's industrial robot products and accessories; if customers do not have special needs and preferences, they can choose Easton's industrial robot products and accessories.