Definition, objectives, methods and types of 1. market research

Market research refers to the use of scientific methods, purposeful and systematic collection, recording, sorting and analysis of market conditions, the purpose is to understand the current situation of the market and its development trend, for the enterprise's decision makers to formulate policies, market forecasts, make business decisions, make plans to provide an objective and correct basis. There are three main types of market research objectives:

Economic objective: to determine the economic benefits or losses achieved by the enterprise when entering the market or introducing new products and services, so as to provide certainty for the next actions to be implemented.

Administrative objectives: to help the enterprise or business develop through proper planning, organization and control of human and material resources, so as to meet the specific needs of the market at the right time.

Customer goal: through the investigation of customer usage, to understand the product or service in the customer consumption preferences and feedback, so as to improve the enterprise's later product operation mode.

The methods of market research can be divided into two categories: qualitative research and quantitative research. Qualitative research refers to the collection and analysis of data through non-numerical methods, mainly used for exploratory research to understand market phenomena, problems, needs, motivations, etc., commonly used methods include focus groups, in-depth interviews, ethnographic research, etc. Quantitative research refers to the collection and analysis of data through numerical or statistical methods, mainly for validation research, to quantify the size of the market, share, satisfaction, loyalty, etc., commonly used methods are questionnaires, experimental methods, observation methods and so on.

The types of market research can be divided according to different dimensions, for example, according to the data source can be divided into primary research and secondary research, according to the research purpose can be divided into descriptive research, causal research and exploratory research, according to the research object can be divided into industry research, product research, user research, competitor research and so on.

The Necessity and Significance of 2. Market Research Method Innovation

The method innovation of market research refers to the behavior of improving, optimizing or creating the method of market research according to the changes of the market and the needs of customers in the process of market research, so as to improve the efficiency, quality and value of market research. The necessity and significance of the innovation of market research methods are mainly reflected in the following aspects:

Adapt to changes in the market environment. Market environment refers to the various internal and external factors that affect the operation of the market, including political, economic, social, technological, legal, ecological and other aspects. The market environment is dynamic, complex and uncertain, which puts forward higher requirements for the method of market research. For example, with the development of Internet, mobile communication, big data, artificial intelligence and other technologies, great changes have taken place in the way and speed of market information acquisition, dissemination, processing and application. Traditional market research methods may not be able to meet the new market demand, so it is necessary to carry out method innovation to improve the efficiency and quality of market research by using new technical means.

Diversification of customer needs. Customer demand refers to the customer's expectations or requirements for products or services, and is an important object and basis for market research. Customer needs are diverse, changing and potential, which puts forward higher requirements for market research methods. For example, with the changes of customers' consumption level, consumption concept, consumption habits, etc., customers' demand for the function, quality, price and experience of products or services will also change. Traditional market research methods may not be able to accurately understand and meet the needs of customers, so method innovation is needed to increase the depth and breadth of market research and improve the value and effect of market research.

Promote the innovation ability of enterprises. Enterprise innovation ability refers to the ability of enterprises to continuously create, develop, promote and apply new products, services, technologies and management in the face of market competition and changes, so as to improve their competitive advantage and sustainable development ability. Market research is an important foundation and prerequisite for enterprise innovation, which plays an important role in the promotion of enterprise innovation ability. For example, through market research, enterprises can understand the opportunities and threats of the market, discover the needs and problems of the market, and explore the potential and trends of the market, so as to provide strong support and guidance for the innovation of enterprises. The method innovation of market research can help enterprises to conduct market research better, so as to promote the improvement of enterprise innovation ability.

The method innovation of 3. market research should be combined with the innovation strategy and goal of the enterprise.

The method innovation of market research should be combined with the innovation strategy and goal of the enterprise to improve the effect and value of market research. The innovation strategy of an enterprise refers to the overall direction, principles and methods formulated by the enterprise to achieve its innovation goals. The innovation goal of an enterprise refers to the specific result or state that the enterprise expects to achieve in its innovation activities. The innovation strategy and objectives of the enterprise are the important basis and guidance for the method innovation of market research, and the method innovation of market research should conform to the following principles:

consistent with the firm's innovation strategy. The method innovation of market research should be selected or designed according to the type, content, scope and focus of the enterprise's innovation strategy, so as to support the implementation of the enterprise's innovation strategy. For example, if an enterprise's innovation strategy is based on technological innovation, then the method innovation of market research should focus on the application and development of technology, and use new technological means to improve the efficiency and quality of market research.

It is compatible with the innovation goals of the enterprise. The method innovation of market research should determine or adjust the method of market research according to the specificity, measurability, realizability and relevance of the enterprise's innovation goal, so as to help the enterprise achieve the innovation goal. For example, if a firm's innovation goal is to increase market share, then methodological innovation in market research should focus on market size, structure, competition, and demand, and use new data analysis and visualization tools to improve the value and effectiveness of market research.

to match the innovation capability of the firm. The method innovation of market research should optimize or improve the method of market research according to the level, characteristics, advantages and disadvantages of the innovation ability of the enterprise, so as to enhance the innovation ability of the enterprise. For example, if the innovation ability of an enterprise is characterized by user innovation, then the method innovation of market research should pay attention to the participation and feedback of users, and use new interaction and communication methods to improve the depth and breadth of market research.

Practice Case of 4. Market Research Method Innovation

In order to better demonstrate the application and effect of market research method innovation, this paper makes a brief introduction and analysis based on some cases of Shangpu Consulting.

Case 1: Conduct new energy vehicle market research for an automobile manufacturer. The automaker's innovation strategy is to focus on new energy vehicles to create green, intelligent and efficient automotive products and services. Its innovation goal is to achieve more than 50% of the sales of new energy vehicles by 2025. Shangpu Consulting conducted market research on new energy vehicles for the automaker and adopted the following methods to innovate:

Using big data and artificial intelligence technology, we collected and analyzed data on the global and Chinese new energy vehicle market, including market size, growth rate, competitive landscape, policy environment, consumer preferences, etc., and generated detailed market reports and forecast models., Provides comprehensive market insights and suggestions for automakers.

Using virtual reality and augmented reality technology, a series of product prototypes and experience scenarios of new energy vehicles were designed, and target customers and experts were invited to conduct online product testing and evaluation, providing intuitive product feedback and improvement for automakers. opinion.

Using social media and online community platforms, a new energy vehicle user group has been built, and continuous user research and interaction have been carried out to provide in-depth user insights and loyalty promotion strategies for automakers.

Through these methodological innovations, Champ Consulting provides the automaker with efficient, quality and value market research services to help it achieve its innovation strategy and goals.

Case 2: Market research on new product development for a fast-food company. The FMCG company's innovation strategy is to meet the diversified and personalized needs of consumers, and develop new products that meet market trends and consumer preferences. Its innovation goal is to achieve more than 30% of the sales volume of new products by 2024. Shangpu Consulting conducted market research on the development of new products for the FMC company, using the following methods to innovate:

Using online questionnaires and lottery, a large-scale consumer survey was conducted to collect data on consumers' demand, expectations, and willingness for new products, and provide objective market demand analysis and new product positioning suggestions for FMCT companies.

Using crowdsourcing and collaborative innovation, consumers, designers, suppliers and other participants were invited to generate and select online new product ideas and solutions, providing a rich library of new product ideas and solutions for FMCG companies.

The use of WeChat applets and short videos to promote and promote new products has attracted the attention and participation of consumers, and provided effective new product promotion and marketing strategies for fast consumer products companies.

Through these methodological innovations, Shangpu Consulting provided the FMC with efficient, quality and value market research services to help it achieve its innovation strategy and goals.

Conclusion

Market research is an important means for enterprises to understand the market situation and formulate market strategies and innovation plans. With the change of market environment and the development of technology, the methods of market research also need to be constantly innovated to adapt to the new challenges and opportunities. The necessity and significance of the method innovation of market research are mainly reflected in adapting to the changes of market environment, meeting the diversification of customer needs, and promoting the improvement of enterprise innovation ability. The method innovation of market research should be combined with the innovation strategy and goal of the enterprise to improve the effect and value of market research. The method innovation of market research has a wide range of applications and effects in practice, and some cases of Shangpu Consulting are good proof.