Definition and Importance of 1. Market Research

Market research (Market Research) is a specific activity that links consumers and the public sector to the market-this information is used to identify and define marketing opportunities and problems, generate, improve and evaluate marketing activities, monitor marketing performance, and improve understanding of the marketing process. Market research is actually a process of seeking "common harmony" between the market and the enterprise. Market research is like a pre-marital health check. If you ignore it, you may produce imbecilic children. Then you will spend a lot of money on sales, as if to increase nutrition for imbecilic children. How much effect can it play?

Because the concept of marketing means that the needs of consumers should be met, company insiders must listen to the voice of consumers and "listen" to consumers through market research. Of course, marketing research information also includes information about entities other than consumers.

The importance of market research for enterprises is self-evident, it can help enterprises to achieve the following goals:

Understand the size, structure, characteristics, changes and trends of the market, discover market opportunities and threats, and formulate reasonable market goals and strategies;

Understand consumer needs, preferences, motivations, attitudes, behaviors and satisfaction, design and optimize combinations of products, prices, channels and promotions to increase market share and profitability;

Understand the strength, strategy, advantages and disadvantages of competitors, formulate effective competitive strategies, improve competitiveness and anti-risk ability;

Understand the impact of social, political, legal, economic, technological, cultural and other macro-environment, grasp the development direction and potential of the market, and carry out innovation and transformation;

Understand the internal resources, capabilities, strengths and weaknesses of the enterprise, conduct self-assessment and improvement, and improve management efficiency and quality;

Understand the implementation and effectiveness of marketing activities, monitor and evaluate, make adjustments and improvements, and improve marketing performance and efficiency.

Basic Principles of 2. Market Research

The basic principles of market research refer to some basic norms and standards that should be followed when conducting market research, which can ensure the effectiveness and reliability of market research. Here are some common market research principles:

Principle of objectivity: Market research must be realistic and respect objective facts. Market research cannot be influenced by subjective prejudices, preconceptions, wishes or interests, cannot distort or conceal facts, and cannot be biased or exaggerated. Market research should collect information from multiple angles, levels and channels to avoid one-sided or misleading information. Market research should adopt scientific methods and tools to ensure the authenticity and validity of data and avoid distortion or error of data.

Accuracy principle: Market research must obtain true and accurate information in order to effectively provide information services for management decision-making. Market research must truly and accurately describe the quantitative performance and attribute characteristics of objective phenomena, and the investigation error should be as small as possible. The main unit, time and place involved in the survey data should be accurate. The measurement scope and unit of data should be scientific. The description of the survey results must be clear and accurate, not vague or ambiguous.

Timeliness principle: In modern market operation, time is opportunity. Market research should timely capture and seize any useful intelligence and information in the market, timely analysis and timely feedback, so as to create conditions for enterprises to formulate and adjust strategies in a timely manner in the course of operation. Market research should be based on the speed and sensitivity of market changes, determine a reasonable investigation cycle and frequency, to ensure that the information is updated and effective. Market research should be based on the urgency and importance of decision-making, determine the reasonable investigation time and progress, to ensure the timely and applicable information.

The principle of comprehensiveness: market research should comprehensively collect information on the production and operation of enterprises. Market research should not only understand the actual production and operation of the enterprise, but also understand the relevant situation of competitors; it is necessary to recognize the impact of its internal organization, staffing, management quality and methods on the operation, but also to investigate the degree of influence of various aspects of the social environment on enterprises and consumers. Market research should deal with the relationship between the whole and the part, the current situation and the trend, the general and the special, the subjective and the objective, the qualitative and the quantitative, etc., and comprehensively investigate and analyze the problems.

Economic principle: market research is a time-consuming, manpower and material resources, and financial resources. When carrying out market research activities, the cost-benefit analysis of the survey project should be carried out in accordance with the requirements of the survey purpose, that is, the cost of the survey and the survey effect Strive a balance between, and strive to obtain the maximum survey effect under the minimum survey cost. Market research should be based on the purpose of the survey and budget, determine a reasonable scope of the survey, sample size, methods and tools to avoid unnecessary waste and duplication.

Scientific principle: market research should follow the scientific way of thinking and methods, the use of scientific theory and technology to ensure the rationality and effectiveness of market research. Market research should clarify the purpose and problems of the survey, formulate scientific survey plans and designs, select appropriate survey methods and tools, collect reliable data and information, conduct effective data processing and analysis, and obtain reasonable results.ConclusionAnd suggestions, write standardized investigation reports, carry out effective communication and feedback.

The principle of confidentiality: market research involves sensitive and confidential information of the enterprise. If it is leaked to competitors or outsiders, it may cause loss or harm to the enterprise. Market research should respect the privacy of enterprises and consumers, protect the information security of market research, and avoid the disclosure or abuse of information. Market research should clarify the purpose and scope of the survey, obtain authorization and consent, comply with relevant laws and ethics, classify and encrypt survey subjects and data, train and restrict investigators and participants, and control and review survey results and reports.

Basic skills of 3. market research

The basic skills of market research refer to some basic methods and skills that should be mastered when conducting market research, which can improve the efficiency and quality of market research. Here are some common market research tips:

Selection of survey methods: The survey methods of market research are divided into two main categories, namely, qualitative survey and quantitative survey. Qualitative investigation refers to the collection and analysis of non-numerical data through in-depth interviews, observations, case studies, etc., in order to understand the phenomenon, characteristics, motivations, significance of the market. Quantitative survey refers to the collection and analysis of numerical data through questionnaires, experiments, statistical analysis, etc., to understand the size, structure, relationships, and impact of the market. Market research should be based on the purpose of the survey, problems, objects, environment, resources and other factors, select the appropriate survey methods, or comprehensive use of a variety of survey methods to improve the effectiveness and reliability of the survey.

Design of survey tools: Market research survey tools are specific carriers used to collect data and information, such as questionnaires, interview guides, observation forms, test questions, etc. The survey tools of market research should be designed with appropriate content, form, structure, format, language, etc. according to the survey methods, problems, objects and other factors to improve the accuracy and effectiveness of the survey. The survey tools for market research should have the following characteristics: clear, concise, complete, relevant, logical, easy to understand, easy to operate, easy to analyze, etc.

Selection of data sources: The data sources of market research refer to the channels and channels used to obtain data and information, such as internal data, external data, first-hand data, second-hand data, etc. The data source of market research should be based on the purpose of the survey, problems, methods, tools and other factors, select the appropriate data source, or comprehensive use of multiple data sources to improve the comprehensiveness and effectiveness of the data. The data source of market research should have the following characteristics: true, accurate, timely, relevant, sufficient and reliable.

Data processing method: The data processing of market research refers to the collation, induction, classification, coding, entry, verification, cleaning, conversion and other operations of the collected data in order to facilitate data analysis. The data processing of market research should be based on the type, characteristics, scale, quality and other factors of the data, select the appropriate data processing method, or comprehensive use of a variety of data processing methods to improve the accuracy and effectiveness of the data. The data processing of market research should have the following characteristics: standard, systematic, scientific, fast, safe, etc.

The technology of data analysis: the data analysis of market research refers to the description, comparison, correlation, attribution, prediction, evaluation and other operations of the processed data in order to obtain.Conclusionand recommendations. The data analysis of market research should be based on the characteristics of the data, the nature of the problem, the purpose of the analysis and other factors, select the appropriate data analysis techniques, or a combination of data analysis techniques to improve the depth and breadth of the analysis. The data analysis of market research should have the following characteristics: objective, logical, innovative, persuasive and so on.

The writing of the survey report: the survey report of market research refers to the process, results,ConclusionDocuments that are presented in written form to decision makers or customers. The survey report of market research should be based on the purpose, object, content and other factors of the report, write an appropriate title,Abstract、Text, appendices, etc., to improve the readability and usability of the report. The survey report of market research should have the following characteristics: clear, concise, complete, relevant, logical, easy to understand, easy to operate, easy to analyze, etc.

Case Analysis of 4. Market Research

The case analysis of market research refers to the description and analysis of the specific practice and successful experience of market research to show the actual value and significance of market research. Here are some market research case studies:

Shangpu Consulting provided an internationally renowned cosmetics brand with research services on the Chinese market to help it understand the needs, preferences, behaviors and trends of Chinese consumers, as well as the strategies and advantages of competitors, so as to formulate differentiated and localized marketing strategies for the Chinese market. Shangpu Consulting has used a variety of survey methods, such as in-depth interviews, focus groups, mysterious customers, online questionnaires, etc., collected a large number of first-hand and second-hand data, conducted in-depth data analysis, and obtained the following mainConclusionand recommendations:

Chinese consumers' demand and preference for cosmetics are affected by many factors, such as age, gender, income, education, region, culture, etc. Therefore, cosmetics brands should provide different products and services according to different consumer groups to achieve market segmentation and positioning.

The use of cosmetics by Chinese consumers is affected by many trends, such as personalization, naturalization, functionalization, socialization, etc. Therefore, cosmetics brands should constantly innovate and improve the quality, function, form, packaging, etc. of products to meet the diversified and personalized needs and expectations of consumers.

The competition in China's cosmetics market is very fierce. There are internationally renowned brands, local brands, and emerging brands. Therefore, cosmetics brands should clarify their core competitiveness and differentiation advantages, highlight their brand image and value proposition, and establish And maintain their loyal customer base.

Through the market research services of Shangpu Consulting, the cosmetics brand successfully entered the Chinese market, and achieved good market performance and reputation in a short period of time, increasing its share and influence in the global market.

Shangpu Consulting provides a user experience research service for a leading domestic e-commerce platform to help it understand users' experience, satisfaction, loyalty and suggestions on its platform, as well as users' evaluation and preferences of its competitors, thus formulating strategies for optimizing and improving user experience. Shangpu Consulting has adopted a variety of survey methods, such as online questionnaires, user interviews, user tests, user logs, etc., collected a large amount of user data and feedback, conducted in-depth data analysis, and obtained the following mainConclusionand recommendations:

Users have high overall satisfaction with the e-commerce platform, but there is still room for improvement in some aspects, such as the quality, price, type and description of goods, the speed, service and cost of logistics, after-sales processing, guarantee and evaluation, and the interface, function, security and stability of the platform.

Users have high loyalty to the e-commerce platform, but they are also challenged and tempted by competitors, such as Tmall, Jingdong, Pinduoduo, etc. Users will choose different platforms according to different shopping scenarios and needs. Therefore, the e-commerce platform should strengthen its core advantages and characteristics and improve the stickiness and conversion rate of users.

Users have some specific suggestions and opinions on the use experience of the e-commerce platform, such as adding more incentive mechanisms such as coupons, red envelopes, points, etc., adding more social, interactive, entertainment and other functions, adding more personalized, Customized, intelligent and other services, adding more brand cooperation, cross-border linkage, new product launches and other activities, add more quality assurance, rights and interests protection, credit protection and other mechanisms.

Through the user experience research service of Shangpu Consulting Company, the e-commerce platform has successfully optimized and improved the user experience, improved the satisfaction and loyalty of users, increased the activity and consumption of users, and enhanced its competitiveness and market position.