1. what is market research

Market research (Market Research) refers to the process of collecting, organizing, analyzing and interpreting market-related information to understand the current situation, trends, problems and opportunities of the market, so as to provide a basis for market decision-making.

The main purpose of market research is to understand and meet the needs of consumers, that is, to find out the answers to questions such as what consumers want, why they want it, how they want it, when they want it, where they want it, and how much they are willing to pay.

The objects of market research include market environment, market size, market structure, market segmentation, market demand, market supply, market competition, market opportunities, market risks and so on.

The content of market research can be selected and designed according to different purposes and problems, generally including the following aspects:

Market overview research: to understand the basic situation of the market, such as the definition, scope, characteristics, development history, development stage, development trend, etc. of the market;

Market demand research: understanding the potential demand and effective demand of the market, such as the nature, scale, structure, changes, influencing factors, forecasts, etc. of demand;

Market supply research: understanding the supply situation of the market, such as the nature, scale, structure, changes, influencing factors, forecasts, etc. of supply;

Market competition research: to understand the competitive landscape of the market, such as the number, scale, strength, strategy, behavior, advantages, disadvantages, threats, opportunities, etc. of competitors;

Market segmentation research: to understand the market segmentation mode and the characteristics of market segmentation, such as the basis, standard, method, result, evaluation, etc;

Market opportunity research: to understand the market opportunity points and opportunity areas, such as the source of the opportunity, type, degree, conditions, evaluation, etc;

Market risk research: to understand the risk points and risk areas of the market, such as the source, type, degree, condition, evaluation, etc. of risk;

Market strategy research: to understand the market strategy selection and strategy implementation, such as strategy objectives, content, methods, steps, effects, evaluation, etc.

Process and method of 2. market research

The process of market research generally includes the following steps:

Determine the purpose of the research: clarify the theme, scope, objectives and issues of the research, and provide guidance for the subsequent research design;

Design research plan: formulate research contents, methods, samples, tools, time, budget, etc. to provide basis for follow-up research implementation;

Collect research data: use appropriate data sources, data types, data collection methods and data collection tools to obtain the required research information;

Analysis of research data: the use of appropriate data processing methods and data analysis methods, the collection of data for sorting, induction, statistics, calculation, comparison, attribution, interpretation, etc., to obtain research results;

Writing research reports: using appropriate report formats, report structures, report language and report charts, the purpose of the research, programmes, data, analysis andConclusionSuch as systematic description, summary and evaluation, put forward research suggestions and opinions.

Market research methods are generally divided into two categories: qualitative research and quantitative research.

Qualitative research refers to the collection and analysis of non-numerical data through unstructured or semi-structured methods to understand the motivations, attitudes, feelings, opinions, ideas, etc. of the market and consumers, and commonly used qualitative research methods include in-depth interviews, focus groups, project methods, scenario analysis, case studies, etc. Quantitative research refers to the collection and analysis of numerical data in a structured way to understand the behavior, characteristics, scale, structure, relationship, influence, etc. of the market and consumers, and the commonly used quantitative research methods are questionnaire, experimental method, observation method, statistical analysis, mathematical modeling and so on.

3. Shangpu Consulting's Advantages and Service Cases in Market Research

Shangpu Consulting is one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China. It has 16 years of market research experience and more than 5000 customer resources. It serves customers covering multiple industry fields and provides market research., Investment decision evaluation, IPO listing consulting and other segmented consulting services.

Champ Consulting has the following advantages in market research:

Professional research team: Shangpu Consulting has a highly conscious learning research team with well-arranged disciplines, young professionals, both international and domestic staff. The existing researchers come from sociology, statistics, psychology, marketing, economics, business administration and public management, financial investment, computer science, law and other related majors. More than 95% of full-time research consultants have master's degree or above, more than 50% of the research consultants have more than 4 years of professional market research experience, and more than 30% of the research consultants have overseas background;

Professional research methods: Shangpu Consulting adopts international market research methods, combined with the characteristics of the Chinese market, flexible use of qualitative and quantitative research techniques, such as in-depth interviews, focus groups, questionnaires, experimental methods, observation methods, statistical analysis, mathematical modeling, etc., to ensure the validity, accuracy and reliability of the data;

Professional research tools: Shangpu Consulting has self-developed market research software and platforms, such as Shangpu Online, Shangpu Data, Shangpu Think Tank, Shangpu Report, etc., as well as data sharing and communication with well-known data providers and partners at home and abroad, such as the National Bureau of Statistics, the Ministry of Industry and Information Technology, the Ministry of Commerce, the General Administration of Customs, the World Bank, the International Monetary Fund, Euromonitor International, Nielsen, iResearch Consulting, etc, to ensure the timeliness, comprehensiveness and authority of the data;

Professional research services: Shangpu Consulting is customer-centered, demand-oriented, quality-oriented, and effect-oriented, providing professional market research services, such as market overview research, market demand research, market supply research, market competition Research, market segmentation research, market opportunity research, market risk research, market strategy research, etc., as well as customized market research solutions, such as new product development research, brand positioning research, marketing strategy research, customer satisfaction research, market potential evaluation research, market entry strategy research, etc.

Champu Consulting's service cases in market research are as follows:

The Chinese market research of an international well-known automobile brand: Shangpu Consulting provided the brand with the overall analysis of the Chinese automobile market, the segmentation analysis of the target market, the strategic analysis of competitors, the analysis of consumer demand, the analysis of brand image, the optimization analysis of marketing channels, etc., which helped the brand formulate differentiated marketing strategies for the Chinese market, enhance the brand in the Chinese market visibility, reputation and market share;

User survey of a domestic leading e-commerce platform: Shangpu Consulting provides the platform with user profile analysis, user behavior analysis, user satisfaction analysis, user loyalty analysis, user value analysis, user retention analysis, etc., helping the platform to understand the user's needs, preferences, motives, feelings, problems and suggestions, improve the platform's user experience, user stickiness and user conversion;

Research on new product development of a well-known domestic food enterprise: Shangpu Consulting provides the enterprise with market opportunity analysis of new products, concept test of new products, product test of new products, packaging test of new products, price test of new products, promotion test of new products, etc., helping the enterprise to evaluate the market potential, market acceptance, market competitiveness and market risk of new products, and optimize the design, pricing and marketing of new products, improve the market success rate of new products.