The Role of 1. Market Research in Product Positioning

Market research is an important means for enterprises to understand the current market situation, predict market trends and formulate product strategies. In the process of product positioning, market research can help companies make the following intelligent choices:

1. In-depth understanding of consumer needs: Through market research, companies can collect and analyze consumer buying behavior, usage habits, preference changes and other information, so as to better meet the real needs of consumers. In a market research project of a health food company, Shangpu Consulting found that consumers pay high attention to the natural ingredients and nutritional value of health food through consumer interviews and questionnaires. This discovery helps companies emphasize their products when positioning their products. Natural health attributes.

2. Analysis of the competitive environment: Market research can help companies understand the product characteristics, market strategies, strengths and weaknesses of competitors, so as to find a differentiated entry point in product positioning. When conducting market research for an emerging technology company, Shangpu Consulting revealed the shortcomings of similar products in the market through competitive analysis, and provided strong support for the company's product positioning.

3. Clear product advantages: Through market research, companies can identify the unique selling points and competitive advantages of their products, which will help highlight the characteristics of products in market positioning. In the market research of a smart home enterprise, Shangpu Consulting, through user feedback and product testing, clarified the ease of use and intelligence of the enterprise's products as the main advantages, providing a clear direction for the enterprise's product positioning.

Methods and techniques of 2. market research

Effective market research requires the use of scientific methods and techniques. In the market research of product positioning, Champ Consulting usually uses the following methods:

1. Quantitative research: collect large amounts of data through online questionnaires, telephone interviews, face-to-face interviews, etc., and use statistical analysis methods to process and interpret the data. In the product positioning survey of an e-commerce platform, Shangpu Consulting designed a detailed questionnaire to collect consumers' experience and satisfaction data on different e-commerce platforms, providing a quantitative basis for the platform's product positioning.

2. Qualitative research: Through focus groups, in-depth interviews, case studies and other methods, in-depth understanding of consumer feelings, attitudes and motivations. When conducting market research for a high-end home appliance brand, Shangpu Consulting organized a number of focus group discussions, collected consumers' cognition and expectations of high-end home appliance brands, and provided profound insights into the brand's product positioning.

3. Competitor analysis: By collecting and analyzing competitor information, including product characteristics, market strategies, sales data, etc., to help companies understand the competitive environment and find market opportunities. In the market research of a cosmetics company, Shangpu Consulting provided a series of product positioning suggestions for enterprises by analyzing the advertising strategies and sales channels of competitors.

Implementation Points of 3. Product Positioning Strategy

Based on the results of market research, companies need to develop and implement effective product positioning strategies. Champ Consulting focuses on the following points when helping companies position their products:

1. Clear target market: according to the results of market research, clear product target consumer groups and market segmentation, to ensure the accuracy of product positioning. In the product positioning project of a sports brand, Shangpu Consulting has identified young people and sports enthusiasts as the main target market through market research, so as to focus more on product design and marketing strategy.

2. Highlight product characteristics: In product positioning, it is necessary to clearly highlight the unique selling points and advantages of the product, and form differentiation with competitors. When positioning products for a health beverage company, Shangpu Consulting takes the non-additive and natural raw materials as the main selling points according to the consumer's concern about healthy ingredients found in market research.

3. Integrated marketing communication: on the basis of product positioning, formulate a consistent marketing communication strategy, disseminate product information through advertising, public relations, social media and other channels, and strengthen consumers' awareness of product positioning. In the product positioning project of a certain automobile brand, Shangpu Consulting helped enterprises integrate online and offline marketing resources, and successfully shaped the high-end image of the brand through a series of creative advertisements and experience activities.

4. Conclusion

Market research is an important basis for enterprise product positioning. Through in-depth market research, enterprises can better understand consumer demand, analyze the competitive environment, clarify product advantages, and formulate effective product positioning strategies accordingly. With its rich market research experience and professional analysis ability, Shangpu Consulting has successfully helped many enterprises to achieve accurate product positioning and market success. In the future, Shangpu Consulting will continue to provide enterprises with comprehensive and systematic market research and product positioning decision support services to help enterprises stand out in the fierce market competition.