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Practical tips on how to use creative thinking and analytical skills to identify business opportunities

2024-07-18 15:14:33  来源:尚普咨询  浏览量:0

市场调研是一种科学的、有目的的、有计划的、有方法的、有步骤的活动,它涉及到以下几个基本环节:

确定市场调研的目标和范围,即要解决什么问题,要收集什么信息,要覆盖哪些市场和客户群体。

设计市场调研的方案和工具,即选择合适的数据来源,数据收集方法,数据分析方法,以及设计有效的问卷,访谈指南,观察表等。

执行市场调研的计划,即按照预定的时间,地点,对象,方式,进行数据的收集,记录,整理,存储等。

分析和解释市场调研的结果,即运用统计学,经济学,心理学,社会学等相关理论和方法,对数据进行归纳,分类,比较,评价,推断,归因等,得出有意义的Conclusionand recommendations.

撰写和呈现市场调研的报告,即将市场调研的过程,结果,Conclusion,建议,以及限制,不足,改进等,以文字,图表,视频等形式,清晰,简洁,有逻辑,有说服力地展示给相关的决策者和利益相关者。

市场调研的过程看似简单,实则复杂,它需要市场调研人员具备以下几方面的能力:

信息敏感性,即能够敏锐地捕捉市场的变化,客户的需求,竞争者的动向,行业的发展等,以及能够区分信息的重要性,可靠性,有效性等。

问题解决能力,即能够明确地定义问题,分析问题的原因,设定问题的目标,提出问题的假设,验证问题的假设,得出问题的解决方案等。

创造性思维能力,即能够跳出固有的思维模式,运用联想,想象,类比,逆向,反向,扩展,缩小等思维技巧,产生新颖,有价值,有实用性的想法和方案等。

分析技巧能力,即能够运用逻辑,数学,统计,图形,模型等工具,对数据进行有效的处理,解释,评估,预测等,以及能够识别和避免分析中的常见错误和偏差等。

沟通表达能力,即能够用清楚,准确,简洁,有力的语言,将市场调研的目的,过程,结果,Conclusion,建议等,有效地传达给不同的听众,以及能够倾听,回应,反馈,协调,合作等。

市场调研的目的不仅是收集数据,更重要的是发现商机,即那些能够创造价值和竞争优势的市场空缺或潜在需求。发现商机的关键在于创造性思维和分析技巧的结合,即既要有想象力,又要有逻辑力,既要有创新性,又要有可行性。以下是一些发现商机的实用技巧:

从客户的角度出发,了解客户的需求,痛点,期望,满意度,忠诚度,行为,偏好,价值观等,以及客户的需求和市场的供给之间的差距,从而找出客户的潜在需求和未满足的需求。

从竞争者的角度出发,分析竞争者的优势,劣势,战略,目标,行动,效果,反馈等,以及竞争者的供给和市场的需求之间的差距,从而找出竞争者的弱点和机会点。

从行业的角度出发,探索行业的发展历史,现状,趋势,规律,特点,影响因素,挑战,机遇等,以及行业的变化和市场的需求之间的差距,从而找出行业的新领域和增长点。

从社会的角度出发,关注社会的变化,如政治,经济,文化,科技,法律,环境,人口,消费等,以及社会的变化和市场的需求之间的差距,从而找出社会的新需求和新问题。

从自身的角度出发,审视自身的资源,能力,优势,劣势,目标,愿景,使命,价值等,以及自身的供给和市场的需求之间的差距,从而找出自身的改进点和突破点。

以上的技巧都是基于市场调研的数据和信息,通过对比,分析,归纳,推理,判断等,来发现商机的。除此之外,还可以运用一些创造性思维的方法,如头脑风暴,思维导图,六顶思考帽,SWOT分析,蓝海战略,设计思维等,来激发和扩展商机的想法和方案。

市场调研的艺术在于能够从海量的数据和信息中,发现有价值的商机,从而为企业的营销策略和决策提供有力的支持和指导。尚普咨询公司是一家专业的市场调研服务提供商,拥有一支经验丰富,技能精湛,思维活跃的市场调研团队,为客户提供定制化的市场调研解决方案,帮助客户发现和把握商机,提升高市场竞争力和盈利能力。以下是尚普咨询公司为客户提供的市场调研服务的一些具体案例:

为一家国际知名的化妆品品牌提供了中国市场的消费者行为和偏好的深入调研,发现了中国消费者对于天然,环保,个性化的化妆品的强烈需求,以及对于品牌故事,社会责任,口碑传播的高度重视,从而帮助客户制定了针对中国市场的差异化和本土化的营销策略,提升了品牌知名度和市场份额。

为一家新兴的在线教育平台提供了中国市场的教育需求和供给的全面调研,发现了中国市场的教育痛点,如教育资源的不均衡,教育质量的不稳定,教育方式的单一等,以及中国市场的教育机会,如在线教育的普及,个性化教育的需求,终身学习的趋势等,从而帮助客户设计了符合中国市场特点和需求的在线教育产品和服务,打造了独特的价值主张和竞争优势。

为一家领先的汽车制造商提供了中国市场的汽车消费和未来趋势的前瞻性调研,发现了中国市场的汽车消费特征,如消费者的多元化,年轻化,个性化,智能化等,以及中国市场的汽车未来趋势,如新能源汽车的发展,共享汽车的兴起,自动驾驶的应用等,从而帮助客户规划了符合中国市场需求和方向的汽车产品和技术的创新和发展,抢占了市场的先机和机遇。




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  • July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

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  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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  • On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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