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The method innovation of enterprise market research, how to avoid the dilemma of inertial thinking

2024-07-18 15:14:35 来源：尚普咨询浏览量：0

一、市场调研的方法创新的必要性

市场调研的方法创新，是指在市场调研的过程中，运用新的理论、技术、工具和模式，对市场调研的目的、对象、内容、过程和结果等方面进行创造性的改进和优化，以提高市场调研的效率、质量和创新性。市场调研的方法创新的必要性主要体现在以下几个方面：

适应市场环境的变化。市场环境是市场调研的外部条件和影响因素，包括政治、经济、社会、技术、法律、生态等方面。随着市场环境的变化，市场的需求、竞争、机会和风险也会发生相应的变化，这就要求市场调研能够及时、准确、全面地反映市场的现状和趋势，为企业的决策提供有效的信息和依据。然而，传统的市场调研方法可能已经不能适应市场环境的变化，例如，传统的市场调研方法可能存在数据收集的滞后性、数据分析的局限性、数据呈现的单一性等问题，这些问题可能导致市场调研的结果失真、失效或失灵，从而影响企业的决策质量和效果。因此，市场调研的方法创新是适应市场环境变化的必要条件，是提高市场调研的时效性、准确性和全面性的有效途径。

提升市场调研的效率。市场调研的效率是指市场调研的投入产出比，即市场调研所消耗的资源（如时间、人力、资金等）与市场调研所产生的价值（如信息、知识、创意等）之间的关系。市场调研的效率越高，说明市场调研的成本越低，市场调研的收益越高。然而，传统的市场调研方法可能存在效率低下的问题，例如，传统的市场调研方法可能存在数据收集的繁琐性、数据分析的复杂性、数据呈现的冗余性等问题，这些问题可能导致市场调研的过程耗时、耗力、耗费，从而影响市场调研的成本效益。因此，市场调研的方法创新是提升市场调研的效率的必要手段，是降低市场调研的成本，提高市场调研的收益的有效方法。

增强市场调研的创新性。市场调研的创新性是指市场调研所产生的信息、知识、创意等是否具有新颖性、独特性、前瞻性等特征，即市场调研是否能够为企业的创新提供有价值的支持和启发。市场调研的创新性越高，说明市场调研的价值越高，市场调研的影响力越大。然而，传统的市场调研方法可能存在创新性不足的问题，例如，传统的市场调研方法可能存在数据收集的表面性、数据分析的机械性、数据呈现的平庸性等问题，这些问题可能导致市场调研的结果缺乏深度、缺乏洞察、缺乏创意，从而影响市场调研的价值和影响力。因此，市场调研的方法创新是增强市场调研的创新性的必要途径，是提高市场调研的价值和影响力的有效方式。

二、市场调研的方法创新的原则

以创新为动力。创新是市场调研的灵魂和核心，市场调研的方法创新应该以提高市场调研的创新性为动力，而不是以维持市场调研的稳定性为动力。市场调研的方法创新应该根据创新的需求和机会，选择合适的理论、技术、工具和模式，以提高市场调研的深度、洞察和创意，而不是一味地遵循传统和规范，以限制市场调研的广度、视野和可能性。

以价值为导向。价值是市场调研的目标和结果，市场调研的方法创新应该以提高市场调研的价值为导向，而不是以提高市场调研的形式为导向。市场调研的方法创新应该根据价值的判断和评估，选择合适的理论、技术、工具和模式，以提高市场调研的实用性、可靠性和影响力，而不是一味地追求新颖、复杂和专业，以牺牲市场调研的适用性、信任度和接受度。

三、市场调研的方法创新的途径

市场调研的方法创新，不是一蹴而就的，而是有一定的途径和方法的。市场调研的方法创新的途径主要包括以下几点：

利用新的理论。理论是市场调研的基础和指导，市场调研的方法创新应该利用新的理论，以拓展市场调研的视角和范围，提高市场调研的科学性和系统性。新的理论可以来自于市场营销、消费者行为、社会心理学、管理学、经济学等相关学科，也可以来自于跨学科的融合和创新，例如，神经营销、行为经济学、社会网络分析等。利用新的理论，可以帮助市场调研更好地理解市场的本质和规律，更好地把握市场的变化和趋势，更好地发现市场的机会和风险。

运用新的技术。技术是市场调研的工具和手段，市场调研的方法创新应该运用新的技术，以提升市场调研的效率和质量，提高市场调研的灵活性和可操作性。新的技术可以来自于信息技术、通信技术、数据技术、人工智能技术等相关领域，也可以来自于跨领域的融合和创新，例如，云计算、大数据、物联网、区块链、虚拟现实等。运用新的技术，可以帮助市场调研更快地收集和处理数据，更准确地分析和解释数据，更生动地呈现和传播数据。

采用新的工具。工具是市场调研的载体和媒介，市场调研的方法创新应该采用新的工具，以增加市场调研的互动性和友好性，提高市场调研的吸引力和影响力。新的工具可以来自于网络平台、移动设备、社交媒体、智能设备等相关领域，也可以来自于跨领域的融合和创新，例如，在线问卷、移动应用、微信小程序、智能手环等。采用新的工具，可以帮助市场调研更方便地接触和沟通客户，更有效地激发和满足客户的需求，更有趣地展示和传达市场调研的结果。

探索新的模式。模式是市场调研的方式和方法，市场调研的方法创新应该探索新的模式，以增强市场调研的创新性和前瞻性，提高市场调研的价值和意义。新的模式可以来自于市场调研的目的、对象、内容、过程和结果等方面的创新和优化，也可以来自于跨方面的融合和创新，例如，共创式市场调研、故事化市场调研、游戏化市场调研、设计思维市场调研等。探索新的模式，可以帮助市场调研更深入地理解和解决市场问题，更洞察地发现和把握市场机会，更创意地生成和实现市场创新。

四、市场调研的方法创新的案例

尚普咨询公司为一家化妆品品牌进行了一项市场调研，旨在了解消费者对于化妆品的需求和偏好。尚普咨询公司利用了社会网络分析的理论，运用了云计算和物联网等技术，采用了虚拟现实等工具，探索了故事化的模式，让消费者进入到一个虚拟的化妆品世界中，通过观察和分析消费者的社交网络和行为轨迹等数据，揭示消费者的需求和偏好等特征，从而得到了消费者对于化妆品的真实和细致的需求和偏好，为化妆品品牌提供了有价值的市场调研结果和建议。

尚普咨询公司为一家服装零售商进行了一项市场调研，旨在了解消费者对于服装的购买和使用的行为和态度。尚普咨询公司利用了设计思维的理论，运用了区块链和人工智能等技术，采用了智能衣柜等工具，探索了设计思维的模式，让消费者参与到服装的设计和定制中，通过记录和分析消费者的购买和使用的行为和态度等数据，生成消费者的行为和态度的画像和地图，从而得到了消费者对于服装的个性化和多样化的需求和期望，为服装零售商提供了有价值的市场调研结果和建议。

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