Market research is an important means for enterprises to obtain market information, but only collecting data is not enough to help enterprises make the right decisions. The data itself is not meaningful. Only through effective integration and analysis can we produce valuable insights and guide enterprises to formulate appropriate market strategies. However, the integration and analysis of market research data is not an easy task. It requires professional knowledge, skills and tools, as well as clear goals and processes. This article will introduce a method of integrating market research data from the "four D" (Define, Design, Data, Deliver) from the perspective of experts to help enterprises improve the efficiency and quality of data analysis and achieve market goals.

Define: Clarify the purpose and scope of market research

The first step in market research is to clarify the purpose and scope of market research, that is, to answer the questions "why do market research?" and "what market research. This step is the basis of the entire market research process, which determines the direction and focus of market research, as well as the methods and standards of data collection and analysis. Without a clear purpose and scope, market research can become a blind, ineffective or excessive activity, resulting in wasted or misleading data.

The purpose and scope of market research should be consistent with the enterprise's market objectives and strategy, that is, from the enterprise's market positioning, target market, target customers, competitive advantage and other aspects, to determine the theme and issues of market research, as well as related data indicators and dimensions. For example, if a company's market goal is to enter a new market or launch a new product, the purpose of market research is to understand the potential demand, competitors, consumer characteristics, etc. of the new market or new product, and the scope of market research is to cover these data. If the market goal of the enterprise is to increase the share or profit of the existing market or product, then the purpose of market research is to understand the advantages and disadvantages of the existing market or product, consumer satisfaction and loyalty, market opportunities and threats, etc., the scope of market research is to cover these aspects of the data.

Once the purpose and scope of the market research is clear, a plan and budget for the market research can be developed, including the time, personnel, resources, methods, etc. of the market research, as well as the expected results and value of the market research. This step can help companies optimize the input and output of market research and improve the efficiency and quality of market research.

Design: Design methods and tools for data collection and analysis of market research

The second step of market research is to design methods and tools for market research data collection and analysis, that is, to answer the question "how to collect and analyze market research data. This step is the core of the entire market research process, which determines the reliability and validity of market research data, as well as the depth and breadth of data analysis. Without appropriate methods and tools, market research may produce inaccurate, incomplete or irrelevant data, resulting in distorted or useless data.

The methods and tools for data collection and analysis of market research should match the purpose and scope of market research, I .e., the appropriate data sources, data types, data volumes, data quality, etc., as well as the corresponding data collection and analysis techniques and tools should be selected based on the topics and issues of market research. For example, if the purpose of market research is to understand the size and growth rate of the market, then the methods and tools for data collection and analysis of market research should be the use of quantitative, objective, comparable data, such as sales, market share, growth rate, etc., as well as the corresponding statistical analysis and forecasting models. If the purpose of market research is to understand the needs and preferences of consumers, then the methods and tools for data collection and analysis of market research should be the use of qualitative, subjective and multidimensional data, such as consumers' attitudes, feelings and behaviors, as well as corresponding questionnaires, interviews, observations and focus groups.

After designing the methods and tools for data collection and analysis of market research, the process of data collection and analysis of market research can be carried out, including data acquisition, cleaning, sorting, storage, processing, display, etc., as well as data verification, interpretation, induction, reasoning, etc. This step can help companies capture valuable data, extract meaningful insights, and support effective decision-making.

Data: Integration of market research data

The third step of market research is to integrate market research data, that is, to answer the question "how to integrate data from different sources, types and dimensions into a useful information system. This step is the key to the entire market research process, which determines the integrity and consistency of market research data, as well as the comprehensiveness and innovation of data analysis. Without effective data integration, market research may produce isolated, contradictory or duplicate data, leading to fragmentation or redundancy.

The data integration of market research should follow the following principles:

Purpose-oriented, that is, according to the purpose of market research, determine the objectives and standards of data integration, as well as the value and significance of data integration. Problem-driven, I .e., determining the logic and structure of data integration, as well as the methods and tools for data integration, based on market research issues. With insight as the output, that is, according to the insight of market research, determine the form and content of data integration, as well as the display and communication of data integration.

The following methods can be used for data integration of market research:

Data fusion, that is, data from different sources, types, and dimensions are integrated into a complete data set through a unified standard and format to facilitate data analysis and mining. For example, quantitative and qualitative data are fused into a mixed data set through common indicators and dimensions to facilitate data comparison and correlation.

Data layering, that is, data from different sources, types, and dimensions is divided into multiple data subsets according to different levels and angles to facilitate data decomposition and refinement. For example, the overall data is divided into multiple data subsets according to different levels of market, product, customer, etc., so as to facilitate data analysis and optimization.

Data mapping, that is, data from different sources, types, and dimensions are mapped into a meaningful data story through different visuals and languages, so as to facilitate the interpretation and communication of the data. For example, complex data is mapped into a meaningful data story through different visuals and languages such as charts, images, and text, so as to facilitate data display and communication.

After integrating the market research data, you can get a useful information system, including data overview, details, insights, suggestions, etc., as well as data evidence, logic, stories, etc. This step can help companies integrate valuable data, build meaningful information systems, and enhance the value and impact of data.

Deliver: Convey market research data

The fourth step of market research is to communicate market research data, which is to answer the question "How can market research data be effectively communicated to relevant stakeholders. This step is the purpose of the entire market research process, which determines the application and implementation of market research data, as well as the evaluation and improvement of data analysis. Without effective data communication, market research may not achieve the desired results, resulting in waste or misuse of data.

The data communication of market research should follow the following principles: goal-oriented, that is, according to the objectives of market research, determine the object and method of data communication, as well as the effect and feedback of data communication. With insight as the core, that is, according to the insight of market research, determine the content and structure of data communication, as well as the focus and highlights of data communication. Take action as the result, that is, according to the action of market research, determine the suggestions and plans for data communication, as well as the support and follow-up of data communication.

Market research data can be communicated in the following ways:

Data report, that is, market research data in written form, prepared into a complete data report, including data background, purpose, methods, results, analysis, recommendations, etc., in order to facilitate data archiving and sharing. The data report should have the characteristics of clear logic, complete content, accurate data, concise language, and beautiful format to improve the readability and credibility of the data.

Data demonstration, that is, the market research data in oral form, into a wonderful data demonstration, including data overview, details, insights, suggestions, etc., in order to facilitate the display and communication of data. Data presentation should have an attractive opening, compelling story, strong evidence, clearConclusionand interesting interactions to improve the visibility and perceptibility of the data.

Data implementation, that is, market research data in the form of action, the implementation of an effective data implementation, including data planning, implementation, monitoring, evaluation, etc., in order to facilitate the application and implementation of data. Data implementation should be characterized by feasible goals, reasonable strategies, clear responsibilities, timely feedback, and continuous improvement to improve the operability and sustainability of data.

After communicating the market research data, the purpose of market research can be achieved, including improving market awareness, optimizing market strategies, enhancing market competitiveness, etc., as well as evaluating the effectiveness of market research and improving market research methods. This step can help companies communicate valuable data, enable meaningful actions, and create impacting value.

Conclusion

Market research is an effective way for enterprises to understand market information, but how to extract valuable insights from massive data and then formulate effective market strategies is a challenge for many enterprises. From the perspective of experts, this paper introduces a method of integrating market research data from the "four D" (Define, Design, Data, Deliver) to help enterprises improve the efficiency and quality of data analysis, so as to achieve market goals. This paper also shows the application effect and value of this method in combination with some cases provided by Shangpu Consulting Company for customers.

Shangpu Consulting Company is a professional market research and consulting company with rich market research experience and professional data analysis team. It provides customers with a full range of market research and consulting services to help customers solve market problems and achieve market goals. Here are some examples of market research provided by Champ Consulting to clients:

For an international automobile manufacturer, we conducted a survey of the new energy vehicle market, analyzed the data of the scale, growth, trend, competition and consumers of the new energy vehicle market, and put forward some suggestions on the market positioning, product design, price strategy, channel strategy and promotion strategy of new energy vehicles, which helped customers successfully enter the new energy vehicle market and improved market share and brand awareness.

For a local fast consumer goods enterprises, consumer satisfaction and loyalty research, analysis of consumer products, services, brands and other aspects of satisfaction and loyalty data, proposed to improve consumer satisfaction and loyalty methods and measures to help customers enhance consumer reputation and loyalty, increase sales and profit margins.

For an innovative technology company, the feasibility and market potential of new products were investigated, the technical advantages of new products, market demand, competitive advantage, profit model and other aspects of the data, put forward the new product development plan, market testing, promotion strategy and other suggestions, to help customers successfully launch new products, open up new market space and revenue sources.