1. clear research purpose

The first step in market research is to clarify the purpose of the research, that is, to answer the question "why do market research. The purpose of research refers to the main tasks and expected results of market research, which is the starting point and destination of market research, and also the basis for formulating research plans, selecting research methods, designing research tools, collecting and analyzing data, and producing and presenting reports. Therefore, clear research purpose is the key to market research, but also one of the skills of market research.

The purpose of market research can be classified according to different situations and needs, and can generally be divided into the following categories:

-Descriptive purpose: describe the current situation, scale, structure, trends, characteristics of the market, such as market share, market segmentation, market potential, market demand, market satisfaction, etc.

-Explanatory purpose: to explain the causes, effects, mechanisms, relationships, etc. of the market, such as market opportunities, market problems, market changes, market competition, market behavior, etc.

-Predictive purpose: to predict the future, development, changes, results, etc. of the market, such as market forecasts, market trends, market risks, market effects, etc.

-Exploratory purpose: to explore new areas, new concepts, new models, new methods of the market, such as market innovation, market breakthrough, market strategy, market testing, etc.

The techniques for clarifying the purpose of the survey are:

-Consistent with the strategic objectives, product objectives and market objectives of the enterprise, reflecting the value and significance of market research.

-Combined with the actual situation of the market, the real needs of customers and the current situation of competition, reflecting the pertinence and practicality of market research.

-Adapt to the resources, conditions and time of the research, reflecting the feasibility and effectiveness of the market research.

-Use clear, specific, quantifiable and testable language to express the clarity and accuracy of market research.

Take Shangpu Consulting Company as an example. The company is an institution specializing in market research, investment consulting, IPO listing consulting and other services. It has rich industry research, market research, user research, investment decision evaluation, IPO market segmentation research, etc. Experience and ability. When conducting market research for customers, the company will clarify the purpose of the research according to different situations and needs, such:

-Conduct market research for a new energy vehicle company. The purpose of the research is to describe the current situation, scale, structure, trends, and characteristics of China's new energy vehicle market, analyze market opportunities, problems, changes, and competition, and predict the future of the market. Development, risks, effects, etc., provide a basis for companies to formulate market entry strategies, product positioning strategies, marketing promotion strategies, and risk control strategies.

-Conduct market research for an online education platform. The purpose of the research is to explain the reasons, influences, mechanisms and relationships of the online education market, explore new areas, new concepts, new models and new methods of the market, and provide reference for the platform to carry out product innovation, market breakthrough, market testing and market effect evaluation.

-Conduct market research for a medical device company that is about to IPO. The purpose of the research is to describe the current situation, scale, structure, trend and characteristics of the medical device market, analyze the positioning, advantages, disadvantages, opportunities and threats of the company in the market, and predict the performance, development, changes and results of the company in the market, provide support for companies to conduct IPO filings, feasibility studies of fundraising projects, listed industry studies, and listed counseling and consulting.

2. selection of appropriate research methods

The second step of market research is to choose the appropriate research method, that is, to answer the question "how to do market research. Research method refers to the specific ways and means of market research, is the core of market research, but also one of the skills of market research.

Market research methods can be classified according to different standards, generally can be divided into the following:

-According to the data source, it can be divided into first-hand data and second-hand data. First-hand data refers to the raw data collected directly from the market and customers by market researchers, such as questionnaires, interview visits, field observations, experimental tests, etc. Second-hand data refers to the data obtained by market researchers from existing data sources, such as internal data, external data, public data, professional data, etc.

-According to the nature of the data, it can be divided into quantitative data and qualitative data. Quantitative data refers to data that can be expressed and measured in numbers, such as sales, market share, number of users, satisfaction scores, etc. Qualitative data refers to data that cannot be expressed and measured numerically, such as user feelings, user needs, user motivation, user attitudes, etc.

-According to data collection, it can be divided into active data and passive data. Active data refers to the data obtained by market researchers who actively ask questions or requests to the market and customers, such as questionnaires, interviews, and experimental tests. Passive data refers to the data obtained by market researchers by observing, recording and analyzing the behavior, reactions and results of the market and customers, such as field observation, network tracking, sales data, etc.

Tips for choosing the right research method are:

-According to the purpose of the research, determine the type, scope and focus of the research method, and select the research method that can effectively answer the research questions.

-According to the research resources, evaluate the cost, benefit, risk and limitation of the research method, and select the research method that can make reasonable use of the research resources.

-According to the research object, understand the characteristics, needs, preferences and behaviors of the research object, and choose the research method that can adapt to the research object.

-According to the research environment, consider the changes, impacts, challenges and opportunities of the research environment, and choose the research method that can cope with the research environment.

-Comprehensive use of a variety of research methods to achieve complementary, cross-validation of research methods, improve the effectiveness and credibility of research methods.

Take Shangpu Consulting as an example. When conducting market research for customers, the company will choose appropriate research methods according to different situations and needs, such:

-Conduct market research for a new energy automobile enterprise. The research method is to collect data from multiple angles and levels by combining first-hand data and second-hand data. Using the combination of quantitative data and qualitative data to analyze data from multiple dimensions and aspects; Using the combination of active data and passive data to obtain data from multiple channels and channels. Specific research methods include: questionnaires, interviews, field observations, experimental tests, network tracking, sales data, internal data, external data, public data, professional data, etc.

-Conduct market research for an online education platform. The research method is to collect original data from the market and customers by using first-hand data as the main data and second-hand data as the auxiliary data. Using qualitative data as the main data and quantitative data as the auxiliary method to analyze data from users' feelings, needs, motives, attitudes, etc. Passive data is the main method and active data is the auxiliary method, obtain data by observing, recording, and analyzing user behavior, reactions, results, etc. Specific research methods include: field observation, network tracking, sales data, user reviews, user feedback, user interviews, user experiments, user testing, internal data, external data, etc.

-Conduct market research for a medical device company that is about to IPO. The research method is: use second-hand data as the main method and first-hand data as the auxiliary method to obtain data from existing data sources; Use quantitative data as the main method and qualitative data as the auxiliary method to analyze data from the market scale, structure, trend, characteristics and other aspects; Use active data as the main method and passive data as the auxiliary method, obtain data by asking questions or requests. Specific research methods include: internal data, external data, public data, professional data, questionnaires, interviews, experimental tests, field observations, network tracking, sales data, etc.

3. design effective research tools

The third step of market research is to design effective research tools, that is, to answer the question "what to do with market research. Research tool refers to the specific carrier and means of market research, is the tool of market research, but also one of the skills of market research.

Market research tools can be classified according to different research methods, generally can be divided into the following:

-Questionnaire tools, such as paper questionnaire, electronic questionnaire, telephone questionnaire, network questionnaire, etc.

-Tools for interview visits, such as individual interviews, group interviews, in-depth interviews, semi-structured interviews, non-structured interviews, etc.

-Tools for field observation, such as covert observation, open observation, participatory observation, non-participatory observation, systematic observation, non-systematic observation, etc.

-Tools for experimental testing, such as laboratory experiments, scene experiments, control experiments, causal experiments, variable experiments, simulation experiments, etc.

-Web tracking tools, such as website analysis, search engine analysis, social media analysis, online advertising analysis, e-commerce analysis, user behavior analysis, etc.

-Tools for sales data, such as sales, sales volume, sales cost, sales profit, sales channel, sales area, etc.

-Tools for internal data, such as financial data, production data, inventory data, human resources data, research and development data, brand data, etc.

-Tools for external data, such as government data, industry data, competitor data, partner data, third-party data, expert data, etc.

-Tools for public data, such as news data, report data, paper data, book data, journal data, statistical data, etc.

-Tools for professional data, such as market research agency data, investment advisory agency data, IPO listing advisory agency data, professional association data, professional media data, professional database data, etc.

Tips for designing effective research tools are:

-According to the research method, select the appropriate research tools to ensure the consistency and matching of research tools.

-According to the research object, customize the appropriate research tools to ensure the pertinence and adaptability of the research tools.

-According to the research content, the preparation of appropriate research tools, to ensure the integrity and relevance of research tools.

-Test the appropriate research tools according to the research standards and ensure the reliability and validity of the research tools.

-Comprehensive use of a variety of research tools, to achieve the diversity and complementarity of research tools, improve the coverage and accuracy of research tools.

Take Shangpu Consulting as an example. When conducting market research for customers, the company will design effective research tools according to different situations and needs, such:

-Conduct market research for a new energy automobile enterprise. The research tools are: design an electronic questionnaire including market status, market demand, market satisfaction, market potential, market competition, market opportunity, market problem, market change, market forecast, market strategy, etc., and distribute it to the target customer group through network platform and social media; design a personal interview guide including enterprise introduction, product introduction, product advantage, product positioning, product price, product sales, product service, etc., and interview some customers by telephone or video; design a field observation list including market environment, market scale, market structure, market trend, market characteristics, market segmentation, market share, market growth, market potential, etc, observe some markets through on-the-spot investigation and photo recording, design an experimental test scheme including product performance, product quality, product safety, product effect, product experience, etc., and test the product by inviting some customers to participate in product trial and feedback.

-Conduct market research for an online education platform. The research tools are: design a field observation list including user feelings, user needs, user motivation, user attitude, user satisfaction, user loyalty, user behavior, user feedback, etc. Observe some users through field visits and photo records; design a network tracking scheme including website traffic, website visits, website conversion, website revenue, website evaluation, website optimization, etc., and track the website through the use of website analysis, search engine analysis, social media analysis, online advertising analysis, e-commerce analysis, user behavior analysis and other tools; design a user research program that includes user reviews, user feedback, user interviews, user experiments, user testing, etc., and use user reviews, user feedback, user interviews, user experiments, user testing and other tools to study users.

-Conduct market research for a medical device company that is about to IPO. The research tools are: design an internal data report including financial data, production data, inventory data, human resources data, research and development data, brand data, etc., and organize and analyze the internal data by using financial statements, production reports, inventory reports, human resources reports, research and development reports, brand reports and other tools; design an external data report containing government data, industry data, competitor data, partner data, third-party data, expert data, etc., and collect and analyze external data by using tools such as government websites, industry websites, competitor websites, partner websites, third-party websites, expert websites, etc; design a questionnaire survey including market status, market size, market structure, market trends, market characteristics, market segmentation, market share, market growth, market potential, market opportunities, market issues, market changes, market forecasts, market strategies, etc., and distribute it to target customer groups through online platforms and social media; design an interview guide including enterprise introduction, product introduction, product advantage, product positioning, product price, product sales, product service, enterprise positioning, enterprise advantage, enterprise disadvantage, enterprise opportunity, enterprise threat, enterprise performance, enterprise development, enterprise change, enterprise result, etc., and interview some customers by telephone or video; design an experimental test plan including product performance, product quality, product safety, product effect, product experience, etc., and test the product by inviting some customers to participate in product trial and feedback.

4. collection and collation of reliable information

The fourth step in market research is to collect and organize reliable information, which is to answer the question "where do you get market research data. Information refers to the raw data and processed data of market research, which is the basis of market research and one of the skills of market research.

The techniques for collecting and organizing reliable information are:

-According to the research tool, determine the source, type, quantity and quality of the data, and select the data that can meet the research tool.

-According to the research object, understand the characteristics, needs, preferences and behaviors of the data, and select the data that can reflect the research object.

-According to the research content, screen the relevance, validity and availability of the data, and select the data that can support the research content.

-According to the research standards, check the reliability, accuracy, consistency and completeness of the data, and select the data that can meet the research standards.

-Comprehensive use of a variety of information, to achieve the diversification and enrichment of information, improve the representativeness and persuasiveness of information.

Take Shangpu Consulting Company as an example. When conducting market research for customers, the company will collect and organize reliable information according to different situations and needs, such:

-Conduct market research for a new energy vehicle company. The data are: quantitative data and qualitative data on market status, market demand, market satisfaction, market potential, market competition, market opportunities, market problems, market changes, market forecasts, market strategies, etc. collected through electronic questionnaires; quantitative and qualitative data on enterprise introduction, product introduction, product advantages, product positioning, product price, product sales, product service, etc. collected through personal interviews; Quantitative and qualitative data on market environment, market scale, market structure, market trend, market characteristics, market segmentation, market share, market growth, market potential, etc. collected through field observation; quantitative and qualitative data collected through experimental testing on product performance, product quality, product safety, product effectiveness, product experience, etc. The collected data is sorted, cleaned, classified, coded, summarized, stored and other steps to form a data set that can be analyzed and interpreted.

-Conduct market research for an online education platform, and the data are: qualitative data and quantitative data on user feelings, user needs, user motivation, user attitude, user satisfaction, user loyalty, user behavior, user feedback, etc. collected through field observation; quantitative data and qualitative data on website traffic, website visits, website conversion, website revenue, website evaluation, website optimization, etc. collected through network tracking; Qualitative data and quantitative data on user comments, user feedback, user interviews, user experiments, user tests, etc. collected through user research. The collected data is sorted, cleaned, classified, coded, summarized, stored and other steps to form a data set that can be analyzed and interpreted.

-Conduct market research for a medical device company that is about to IPO, and the information is: quantitative and qualitative data on financial data, production data, inventory data, human resources data, research and development data, brand data, etc. collected through internal data reports; quantitative and qualitative data collected through external data reports on government data, industry data, competitor data, partner data, third-party data, expert data, etc; quantitative and qualitative data collected through questionnaires on market status, market size, market structure, market trends, market characteristics, market segmentation, market share, market growth, market potential, market opportunities, market issues, market changes, market forecasts, market strategies, etc; quantitative and qualitative data collected through interviews on enterprise introduction, product introduction, product advantages, product positioning, product price, product sales, product service, enterprise positioning, enterprise advantages, enterprise disadvantages, enterprise opportunities, enterprise threats, enterprise performance, enterprise development, enterprise changes, enterprise results, etc; quantitative and qualitative data collected through experimental testing on product performance, product quality, product safety, product effectiveness, product experience, etc. The collected data is sorted, cleaned, classified, coded, summarized, stored and other steps to form a data set that can be analyzed and interpreted.

5. analysis and interpretation of valuable data

The fifth step in market research is to analyze and interpret valuable data, which is to answer the question "how do you understand market research data. Data refers to the processed data of market research, which is the result of market research and is also one of the skills of market research.

The techniques for analyzing and interpreting valuable data are:

-According to the purpose of the research, determine the meaning, value and use of the data, and select the data that can answer the research questions.

-According to the research method, determine the type, characteristics and laws of the data, and select the data that can meet the research method.

-According to the research tool, determine the source, form and quality of the data, and select the data that can match the research tool.

-According to the research standards, determine the reliability, accuracy, consistency and completeness of the data, and select the data that can meet the research standards.

-Comprehensive use of a variety of data, to achieve data comparison, correlation, induction, deduction, improve the depth and breadth of data.

In the case of Shangpu Consulting, for example, when conducting market research for clients, the company will analyze and interpret valuable data according to different situations and needs, such:

-Market research for a new energy vehicle company, the data is: collected and sorted out through electronic questionnaires, personal interviews, field observations, experimental tests, etc. on market status, market demand, market satisfaction, market potential, market competition, market opportunities, market problems, market changes, market forecasts, market strategies, Enterprise introduction, product introduction, product advantage, product positioning, product price, product sales, product service, product performance, product quality, product safety, product quantitative and qualitative data on effects, product experience, etc. The methods of analysis and interpretation are: using descriptive statistics, inferential statistics, correlation analysis, regression analysis, factor analysis, cluster analysis, discriminant analysis, principal component analysis and other methods to analyze quantitative data, using content analysis, discourse analysis, narrative analysis, frame analysis, comparative analysis, case analysis and other methods to analyze qualitative data, use charts, graphs, images, models, formulas and other ways to present the data, use logical reasoning, inductive deduction, comparative analysis, hypothesis testing, conclusion verification and other ways to explain the data, so as to obtain valuable information and knowledge, such as market status, scale, structure, trend, characteristics, segmentation, share, growth, potential, opportunities, problems, changes, predictions, strategies, etc, and the positioning of enterprises and products in the market, advantages, disadvantages, opportunities, threats, performance, development, changes, results, etc.

-Conduct market research for an online education platform with the following data: qualitative and quantitative data on user experience, user needs, user motivation, user attitude, user satisfaction, user loyalty, user behavior, user feedback, website traffic, website access, website conversion, website revenue, website evaluation, website optimization, user comments, user feedback, user interviews, user experiments, user tests, etc. collected and collated through field observation, network tracking, user research, etc.. The methods of analysis and interpretation are: using descriptive statistics, inferential statistics, correlation analysis, regression analysis, factor analysis, cluster analysis, discriminant analysis, principal component analysis and other methods to analyze quantitative data, using content analysis, discourse analysis, narrative analysis, frame analysis, comparative analysis, case analysis and other methods to analyze qualitative data, use charts, graphs, images, models, formulas and other ways to present the data, use logical reasoning, inductive deduction, comparative analysis, hypothesis testing, conclusion verification and other ways to explain the data, so as to obtain valuable information and knowledge, such as user's feelings, needs, motivation, attitude, satisfaction, loyalty, behavior, feedback and so on, as well as website traffic, access, conversion, revenue, evaluation, optimization, etc., as well as the relationship between users and the website, influence, mechanism, results, etc.

-Market research for a medical device company that is about to IPO. The data are: financial data, production data, inventory data, human resources data, R & D data, brand data, government data, industry data, competitor data, partner data, third-party data, expert data, market status, market size, market structure, market trend, market characteristics, market segmentation collected and sorted through internal data reports, external data reports, questionnaire surveys, interviews, experimental tests, etc, market share, market growth, market potential, market opportunities, market problems, market changes, market forecasts, market strategies, company introductions, product introductions, product advantages, product positioning, product prices, product sales, product services, company positioning, company advantages, Enterprise disadvantages, enterprise opportunities, enterprise threats, enterprise performance, enterprise development, enterprise changes, enterprise results, product performance, product performance, product quality, product safety quantitative and qualitative data on product effectiveness, product experience, etc. The methods of analysis and interpretation are: using descriptive statistics, inferential statistics, correlation analysis, regression analysis, factor analysis, cluster analysis, discriminant analysis, principal component analysis and other methods to analyze quantitative data, using content analysis, discourse analysis, narrative analysis, frame analysis, comparative analysis, case analysis and other methods to analyze qualitative data, use charts, graphs, images, models, formulas and other ways to present the data, use logical reasoning, inductive deduction, comparative analysis, hypothesis testing, conclusion verification and other ways to explain the data, so as to obtain valuable information and knowledge, such as market status, scale, structure, trend, characteristics, segmentation, share, growth, potential, opportunities, problems, changes, predictions, strategies, etc, and the positioning of enterprises and products in the market, advantages, disadvantages, opportunities, threats, performance, development, changes, results, etc.

6. produce and present persuasive reports

The sixth step in market research is to produce and present a persuasive report, which is to answer the question "how do you present the results of market research. Report refers to the final product and results of market research, is the purpose of market research, but also one of the skills of market research.

The techniques for producing and presenting a persuasive report are:

-Determine the theme, content, structure and style of the report according to the purpose of the research, and select the report that can answer the research questions.

-According to the research object, determine the object, demand, preference and behavior of the report, and select the report that can adapt to the research object.

-According to the research content, determine the key points, difficulties, highlights and innovations of the report, and select the report that can support the research content.

-According to the research standards, determine the reliability, accuracy, consistency and completeness of the report, and select the report that can meet the research standards.

-Comprehensive use of a variety of reports, to achieve the diversity and richness of the report, improve the attractiveness and influence of the report.

Take Shangpu Consulting Company as an example. When conducting market research for customers, the company will produce and present persuasive reports according to different situations and needs, such:

-Conduct market research for a new energy automobile enterprise. The report is: make a market research report including market analysis, competition analysis, opportunity analysis, problem analysis, prediction analysis, strategy analysis, etc., and show the analysis and explanation of data through text, charts, graphs, images, models, formulas, etc, show the value and significance of information and knowledge through logical reasoning, inductive deduction, comparative analysis, hypothesis testing, conclusion verification, etc., show the theme and purpose of the report through the theme, content, structure and style of the report, and show the characteristics and advantages of the report through the key points, difficulties, highlights and innovations of the report, demonstrate the quality and level of the report through its reliability, accuracy, consistency, and completeness. Present a brochure of enterprises and products including enterprise introduction, product introduction, product advantages, product positioning, product price, product sales, product service and other aspects, show the basic situation and advantages of enterprises and products through words, charts, graphs, images, models, formulas and other ways, and show the image and positioning of enterprises and products through the theme, content, structure and style of enterprises and products, show the characteristics and advantages of enterprises and products through the key points, difficulties, highlights and innovation points of enterprises and products, and show the quality and level of enterprises and products through the reliability, accuracy, consistency and integrity of enterprises and products.

-Conduct market research for an online education platform. The report is: make a market research report including user analysis, website analysis, user and website relationship analysis, market innovation analysis, market breakthrough analysis, market test analysis, market effect evaluation analysis, etc., and display the analysis and explanation of data through text, charts, graphs, images, models, formulas, etc, show the value and significance of information and knowledge through logical reasoning, inductive deduction, comparative analysis, hypothesis testing, conclusion verification, etc., show the theme and purpose of the report through the theme, content, structure and style of the report, and show the characteristics and advantages of the report through the key points, difficulties, highlights and innovations of the report, demonstrate the quality and level of the report through its reliability, accuracy, consistency, and completeness. Presenting a platform and service brochure including platform introduction, platform advantages, platform positioning, platform functions, platform services, platform effects, etc., showing the basic situation and advantages of the platform and service through text, charts, graphs, images, models, formulas, etc., and showing the image and positioning of the platform and service through the theme, content, structure, style and other ways of the platform and service, the characteristics and advantages of the platform and service are displayed through the key points, difficulties, highlights and innovation points of the platform and service, and the quality and level of the platform and service are displayed through the reliability, accuracy, consistency and completeness of the platform and service.

-Conduct market research for a medical device enterprise which is about to IPO. The report is: make a market research report including internal analysis, external analysis, market analysis, enterprise analysis, product analysis, IPO declaration analysis, feasibility study analysis of investment projects, listed industry research analysis, listed counseling and consulting analysis, etc, display the analysis and interpretation of data through text, charts, graphs, images, models, formulas, etc., display the value and significance of information and knowledge through logical reasoning, inductive deduction, comparative analysis, hypothesis testing, conclusion verification, etc., and display the theme and purpose of the report through the theme, content, structure, style, etc, the characteristics and advantages of the report are displayed through the key points, difficulties, highlights and innovation points of the report, and the quality and level of the report are displayed through the reliability, accuracy, consistency and completeness of the report. Presenting a brochure of enterprises and products including enterprise introduction, product introduction, product advantage, product positioning, product price, product sales, product service, enterprise positioning, enterprise advantage, enterprise disadvantage, enterprise opportunity, enterprise threat, enterprise performance, enterprise development, enterprise change, enterprise result, product performance, product quality, product safety, product effect, product experience, etc, show the basic situation and advantages of enterprises and products through words, charts, graphs, images, models, formulas, etc., show the image and positioning of enterprises and products through the theme, content, structure and style of enterprises and products, and show the characteristics and advantages of enterprises and products through the key points, difficulties, highlights and innovation points of enterprises and products, through the reliability, accuracy, consistency and integrity of enterprises and products, the quality and level of enterprises and products are displayed.