Definition and significance of 1. market research

Market research is a systematic, purposeful, planned, methodical, step-by-step, standardized, limited, costly, valuable, risky, resulting, feedback, evaluation, improvement, and continuous activity. The purpose of market research is to solve market problems, meet market demand, improve market efficiency, enhance market competitiveness, and create market value.

The significance of market research is not only to provide useful information for enterprises or organizations to help them formulate reasonable strategies and strategies to improve their business performance, but also to bring many contributions to society, including:

Promote consumer welfare. Market research can help companies or organizations understand consumer needs, preferences, satisfaction, loyalty, etc., so as to provide products or services that are more in line with consumer expectations, improve consumer satisfaction and loyalty, and increase consumer spending power And consumption level, improve the quality of life and happiness of consumers.

Protection of environmental resources. Market research can help companies or organizations understand the status, impact and trends of the environment, so as to adopt more environmentally friendly production methods and business models, reduce environmental pollution and damage, save and make good use of natural resources, and improve environmental sustainability and aesthetics.

Promote innovative development. Market research can help enterprises or organizations understand the changes, opportunities and challenges of the market, so as to stimulate their motivation and ability to innovate, develop and launch more new products or services, improve the efficiency and effectiveness of their innovation, and enhance the competitiveness and influence of their innovation.

Promote social change. Market research can help enterprises or organizations understand the needs, problems and expectations of society, so as to assume more social responsibilities and obligations, participate in and support more social activities and public welfare undertakings, improve their social image and reputation, and increase their social value and contribution.

Social Contribution Cases of 2. Market Research

In order to more specifically demonstrate the social contribution of market research, this article will introduce several specific cases of Shangpu Consulting in the field of market research, involving consumer welfare, environmental protection, innovative development and social change.

(I) Consumer Welfare Case: Champ Consulting Helps an E-Commerce Platform Improve User Experience

An e-commerce platform is a leading online shopping platform in China, with hundreds of millions of users and tens of millions of merchants, providing a variety of goods and services. However, with the intensification of market competition and the upgrading of user demand, the platform is facing problems such as declining user experience, increasing user churn, and reducing user loyalty. In order to solve these problems, the platform commissioned Shangpu consulting company to conduct a comprehensive user experience survey, which aims to understand the user's behavior, attitude, feeling and expectation, as well as various factors affecting the user experience, so as to put forward suggestions and solutions to improve the user experience.

Shangpu Consulting Company adopts a variety of market research methods, including questionnaire survey, in-depth interview, focus group, user test, user log analysis, etc., to conduct a comprehensive research on the users of the platform. Through research, Shangpu Consulting found the advantages and disadvantages of the platform's user experience, as well as the factors affecting the user experience and the direction of improvement. Specifically, the advantages of the platform's user experience are mainly manifested in:

The goods are rich and diverse, which can meet the different needs and preferences of users;

The price is reasonable, can bring economic benefits and benefits to users;

Logistics is fast and can bring convenience and efficiency to users in time;

Perfect after-sales service can bring trust and protection to users.

The main disadvantages of the platform's user experience are:

The interface design is complex, which makes it difficult for users to find the goods or services they want;

The comment system is not perfect, which makes it difficult for users to obtain real goods or service evaluation;

Insufficient interactive functions make it difficult for users to communicate effectively with businesses or other users.

Factors that affect the user experience of the platform include:

Personal characteristics of users, such as age, gender, education, income, region, interests, habits, etc;

Usage scenarios of users, such as usage purpose, usage frequency, usage duration, usage equipment, usage environment, etc;

User results, such as satisfaction, loyalty, recommend, conversion rate, repurchase rate, retention rate, etc.

The main directions for improving the user experience of the platform include:

Simplify and optimize the interface design, improve the user's navigation and operation convenience and ease of use;

Improve and perfect the comment system, improve the authenticity and credibility of the user's comments;

Increase and enrich interactive functions, improve the frequency and quality of user interaction;

Based on these research results and suggestions, Shangpu Consulting developed a complete user experience improvement plan for the platform, and assisted the platform in the implementation and evaluation of the plan. After a period of operation and optimization, the user experience of the platform has been significantly improved, user satisfaction, loyalty, recommend and other indicators have been significantly improved, user turnover rate, complaint rate and other indicators have been significantly reduced, the user's consumption power and consumption level has also been significantly increased, the user's quality of life and happiness has also been significantly improved.

Through this case, we can see that market research can help e-commerce platforms improve user experience, thereby improving user consumer welfare and bringing more value and satisfaction to users.

(II) Environmental Protection Case: Shangpu Consulting Helps an Environmental Protection Organization Promote Green Travel

An environmental protection organization is a well-known non-governmental non-profit environmental protection organization in China. It is committed to promoting the green transformation of society and solving environmental problems such as climate change, air pollution, and energy crisis. The organization launched a green travel public welfare activity, aiming to encourage and guide the public to adopt more environmentally friendly travel methods, such as walking, cycling, public transportation, etc., to reduce dependence and use of private cars, thereby reducing carbon emissions and saving energy, Improve air quality and protect environmental health. In order to improve the effect and influence of this activity, the organization commissioned Shangpu Consulting Company to conduct a survey on the public's green travel attitude and behavior, aiming to understand the public's travel habits, preferences, motives, obstacles, wishes, etc., as well as various factors affecting the public's green travel, so as to put forward suggestions and plans for promoting green travel.

Shangpu Consulting has adopted a variety of market research methods, including questionnaires, in-depth interviews, observation methods, experimental methods, etc., to conduct a comprehensive survey of the public's green travel. Through research, Shangpu Consulting Company found the current situation and problems of public green travel, as well as the influencing factors and promotion direction of green travel. Specifically, the current situation and problems of public green travel are mainly manifested in:

The public's awareness and attitude towards green travel is not high enough. Many people are not clear about the definition, meaning, and benefits of green travel, or think that green travel has nothing to do with their own interests, or think that green travel is a sacrifice and burden. Rather than a kind of enjoyment and responsibility;

The public does not have enough behaviors for green travel. Many people are still accustomed to using private cars to travel, or think that the way of green travel is inconvenient, unsafe, uncomfortable, not fast, not fashionable, etc., or think that the effect of green travel is not obvious, Not worth waiting;

The public's willingness to travel green is not strong enough. Although many people have a certain degree of recognition and support for green travel, they will still be affected by various factors in actual travel choices, such as personal habits, preferences, emotions, and motivations. Wait, or the external environment, conditions, pressures, temptations, etc., and give up or reduce the behavior of green travel.

The factors that affect the public green travel mainly include:

Personal characteristics, such as age, gender, education, income, occupation, region, values, lifestyle, etc;

Personal psychology, such as cognition, attitude, motivation, obstacle, will, belief, emotion, attitude, etc;

Personal behavior, such as travel purpose, travel frequency, travel duration, travel mode, travel cost, travel satisfaction, etc;

Social environment, such as policies, regulations, systems, subsidies, punishments, rewards, publicity, education, advocacy, and demonstrations;

Physical conditions, such as transportation, facilities, services, safety, comfort, convenience, efficiency, fashion, etc.

The direction of promoting public green travel mainly includes:

Improve the public's awareness and attitude towards green travel, through effective publicity, education, advocacy, demonstration and other methods, let the public understand the definition, meaning, benefits, etc. of green travel, enhance the public's recognition and support for green travel, and stimulate the public's responsibility and obligation for green travel;

Increase the public's behavior and effect of green travel, and make the public feel the convenience, safety, comfort, speed and fashion of green travel through optimized policies, regulations, systems, subsidies, punishments, rewards, etc., enhance the public's habits and preferences for green travel, and improve the public's satisfaction and loyalty to green travel;

Strengthen the public's willingness and confidence in green travel, through innovative transportation, facilities, services, safety, comfort, convenience, efficiency, fashion, etc., let the public see the effect and value of green travel, and enhance the public's motivation and belief in green travel, Improve the public's willingness and confidence in green travel.

Based on these research results and suggestions, Shangpu Consulting Company formulated a complete set of green travel promotion plan for the organization, and assisted the organization in the implementation and evaluation of the plan. After a period of operation and optimization, the participation and influence of the activity have been significantly improved, the public's cognition, attitude, behavior and willingness of green travel have been significantly improved, the public's carbon emissions, energy consumption and air pollution have been significantly reduced, and the public's environmental awareness, environmental responsibility and environmental action have been significantly enhanced.

Through this case, we can see that market research can help environmental protection organizations promote green travel, thereby improving the public's environmental protection and bringing more benefits and protection to the environment.

(III) Innovation and Development Case: Shangpu Consulting Helps a Technology Company Develop Smart Home Products

A technology company is a leading smart hardware and Internet service provider in China. It has a variety of popular smart phones, smart watches, smart speakers and other products to provide users with a convenient, smart and personalized experience. The company plans to enter the smart home market and develop a smart home product that integrates artificial intelligence, Internet of Things, big data and other technologies, aiming to provide users with a safer, more comfortable, more energy-efficient and smarter home environment. In order to understand users' needs, preferences, expectations, etc., as well as market trends, opportunities, competition, etc., the company commissioned Shangpu Consulting to conduct a market research for smart homes, aiming to provide valuable product development and promotion Information and suggestions.

Shangpu Consulting Company has adopted a variety of market research methods, including questionnaire survey, in-depth interview, focus group, online research, competition analysis, etc., to conduct a comprehensive research on the smart home market. Through research, Shangpu Consulting found the market overview and user portrait of smart home, as well as the market demand and product characteristics of smart home. Specifically, the market overview and user portraits of smart homes are mainly manifested in:

The market size and growth rate of smart home is very large, and it is expected to continue to maintain rapid growth in the next few years, mainly driven by the following factors:

With the progress and innovation of technology, the function, performance, stability and compatibility of smart home have been significantly improved, and the cost and threshold of smart home have been reduced;

With the improvement of users' needs and expectations, users have higher requirements and more imagination for the safety, comfort, energy saving and intelligence of home, and at the same time, it also increases users' cognition and acceptance of smart home;

Policy support and encouragement, so that the development and application of smart home has been more government support and subsidies, but also increased the smart home social recognition and trust;

The changes and challenges of the environment make the development and application of smart home more social responsibility and significance, but also increase the urgency and necessity of the smart home market.

The target users of smart home are mainly middle-and high-income, high-education, high-tech, and high quality urban youth groups. They have the following characteristics:

Have a high interest and curiosity in smart home, willing to try and use new technologies and products, and pursue a more convenient, smarter and more personalized home experience;

There are higher requirements and expectations for smart homes, and hope that smart homes can meet their diversified and personalized needs and provide a safer, more comfortable, more energy-efficient, and smarter home environment;

Have a higher ability and willingness to pay for smart home, willing to pay a higher price for smart home products and services, and think that the value and effect of smart home is worthwhile;

It has a high influence and communication power on smart home, and is willing to recommend and share the products and services of smart home. It is believed that smart home is a fashion and trend.

The market demand for smart home is mainly concentrated in the following aspects:

In terms of security, users hope that smart homes can provide more comprehensive, timely and accurate home safety monitoring and early warning, such as anti-theft, fire prevention, water leakage, gas leakage, etc., and can also provide more effective, more convenient and smarter Home security control and processing, such as remote door lock, automatic alarm, intelligent linkage, etc;

In terms of comfort, users hope that smart homes can provide a more comfortable, more suitable, and healthier home environment, such as temperature, humidity, light, air quality, noise, etc., and can also provide more flexible, more automatic, and smarter home environment adjustment And optimization, such as smart air conditioning, smart curtains, smart lighting, smart purification, etc;

In terms of energy saving, users hope that smart homes can provide more energy-saving, more environmentally friendly, and more economical home energy management, such as electricity, water power, gas, etc., and can also provide more accurate, real-time, and smarter home energy monitoring and conservation, such as Smart meters, smart water meters, smart gas meters, smart sockets, etc;

In terms of intelligence, users hope that smart homes can provide smarter, more humane, and more personalized home services and experiences, such as voice control, facial recognition, scene patterns, smart recommend, etc., and can also provide more interactive, more interesting, and more Useful home entertainment and learning, such as smart speakers, smart TVs, smart education, etc.

The product characteristics of smart home mainly include the following aspects:

Functional, smart home products should have powerful and rich functions, can meet the various needs and expectations of users, and provide a safer, more comfortable, more energy-saving, and smarter home environment;

Performance, smart home products should have excellent and stable performance, can ensure the user experience and use effect, and provide faster, more accurate and more reliable home service;

Compatibility, smart home products should have good and open compatibility, can seamlessly connect and collaborate with other smart home products or platforms, and provide a more complete, more unified and smarter home system;

Humanization, smart home products should have a high and flexible humanization, can be automated and customized settings and adjustments according to the user's personality and preferences, and provide a more intimate, more comfortable, and more personalized home experience;

Aesthetic, smart home products should have beautiful and fashionable aesthetics, be able to coordinate and integrate with the user's home style and atmosphere, and provide a more beautiful, fashionable, and tasteful home environment.

Based on these research results and suggestions, Shangpu Consulting has formulated a complete set of smart home product development plans for the company, and assisted the company in the implementation and evaluation of the plan. After a period of development and testing, the company successfully launched a smart home product that integrates artificial intelligence, Internet of Things, big data and other technologies, which has been widely welcomed and praised by users and the market, providing users with a safer, More comfortable, more energy-saving, and smarter home environment provides the company with stronger, more innovative, and more competitive products and services.

Through this case, we can see that market research can help technology companies develop smart home products, thereby improving the company's innovative development and bringing more value and advantages to the company.

A Case of (IV) Social Change: Champu Consulting Helps a Charity to Promote Public Welfare Education

A charity is a well-known non-governmental non-profit charitable organization in China, dedicated to promoting social equity and progress, and solving social problems such as educational inequality, poverty and backwardness, and social discrimination. The organization has launched a public welfare project of public welfare education, which aims to provide children in poor and remote areas with better quality, more equal and more diverse educational opportunities and resources, such as teachers, courses, teaching materials, equipment, activities, etc., so as to improve their education level and quality of life, and lay a solid foundation for their future and dreams. In order to improve the effect and impact of this project, the agency commissioned Shangpu Consulting to conduct a market research on public welfare education, aiming to understand the education status and needs of children in poor and remote areas, as well as the attitudes and support of the society, so as to put forward suggestions and plans to promote public welfare education.

Shangpu Consulting Company has adopted a variety of market research methods, including questionnaire survey, in-depth interview, field investigation, case analysis, etc., to conduct a comprehensive research on the market of public welfare education. Through research, Shangpu Consulting found the market status and problems of public welfare education, as well as the market demand and project characteristics of public welfare education. Specifically, the market situation and problems of public welfare education are mainly manifested in:

The education level and quality of life of children in poor and remote areas are very low. They are faced with the following difficulties and challenges:

The lack and inequality of educational resources make them unable to enjoy high-quality educational services, such as teachers, courses, teaching materials, equipment, activities, etc., and unable to obtain the same educational opportunities and rights as urban children;

The harsh and unsuitable educational environment makes them unable to enjoy a comfortable educational environment, such as classrooms, canteens, dormitories, toilets, playgrounds, etc., and unable to obtain the same educational conditions and guarantees as urban children;

The singleness and backwardness of educational content lead to their inability to enjoy diversified educational content, such as science, art, sports, music, computers, etc., and to obtain the same educational content and development as urban children;

The vagueness and inability of the purpose of education leads to their inability to enjoy meaningful educational purposes, such as further education, employment, entrepreneurship, services, etc., and they cannot obtain the same educational purposes and incentives as urban children.

The society's attitude and support for public welfare education are not high enough, and they face the following obstacles and confusions:

The society's cognition and understanding are not deep enough, which leads to the society's unclear definition, significance and benefits of public welfare education, or thinks that public welfare education has nothing to do with its own interests, or thinks that public welfare education is a kind of charity and pity, rather than a kind of help and respect;

The attitude and behavior of the society are not positive enough, which leads to the society's recognition and support for public welfare education is not strong enough, or that public welfare education is a kind of responsibility and obligation, rather than a kind of fun and choice, or that public welfare education is a kind of consumption and waste, rather than an investment and return;

The social environment and conditions are not good enough, resulting in insufficient participation and contribution of the society to public welfare education, or that the way of public welfare education is inconvenient, unsafe, unreliable and ineffective, or that the effect of public welfare education is not obvious, lasting and immeasurable.

The market demand for public welfare education is mainly concentrated in the following aspects:

The provision and balance of educational resources. Users hope that public welfare education can provide children in poor and remote areas with better quality, more equal and more diverse educational resources and opportunities, such as teachers, courses, teaching materials, equipment, activities, etc., so as to reduce their educational gap and inequality with urban children;

With the enrichment and update of educational content, users hope that public welfare education can provide children in poor and remote areas with more diverse, more advanced and more interesting educational content and development, such as science, art, sports, music, computers, etc., so as to broaden their horizons and knowledge and stimulate their interests and potential;

With the clarity and strengthening of the purpose of education, users hope that public welfare education can provide children in poor and remote areas with more meaningful, powerful and promising educational purposes and incentives, such as further education, employment, entrepreneurship, services, etc., so as to enhance their confidence and motivation and lay a solid foundation for their future and dreams.

The project characteristics of public welfare education mainly include the following aspects:

Public welfare, public welfare education projects should have a strong and lasting public welfare, can solve social problems and improve social welfare as the goal, non-profit and non-political principles, openness and transparency as the norms, cooperation and win-win as the way;

Professional, public welfare education projects should have a high level and rigorous professionalism, can be based on market research and demand analysis, project design and implementation plan as the core, project monitoring and evaluation as the guarantee, project improvement and optimization as the driving force;

Innovation, public welfare education projects should have novel and effective innovation, be able to solve traditional problems and challenges with innovative ideas and methods, provide better services and experiences with innovative technologies and tools, and use innovative models And mechanisms to achieve more sustainable development and impact;

Humanization, public welfare education projects should have a warm and intimate humanization, can take children's needs and expectations as the starting point, children's interests and happiness as the end point, children's participation and feedback as the interaction point, and children's growth And development is the evaluation point.

Based on these findings and recommendations, Shangpu Consulting has developed a complete public welfare education promotion program for the institution, and assisted the institution in the implementation and evaluation of the program. After a period of operation and optimization, the coverage and influence of the project have been significantly improved, the education level and quality of life of children in poor and remote areas have been significantly improved, the social attitude and support for public welfare education have been significantly improved, and the market demand and project characteristics of public welfare education have been significantly optimized.

Through this case, we can see that market research can help charities promote public welfare education, thereby improving social equity and progress, and bringing more changes and hopes to the society.