Market research refers to the process of purposefully collecting, statistical data and reporting survey results in order to improve the quality of product sales decisions, solve problems in product sales, or adopt scientific methods according to specific decision-making problems. Market research is an important basis for strategic decision-making and marketing activities, which can help enterprises understand the current situation and changing trends of the market, identify market opportunities and risks, and formulate reasonable market strategies and action plans. The role of market research is mainly reflected in the following aspects:

-Avoid "stepping in the pit" of marketing decisions ". By providing market information through understanding analysis, you can avoid mistakes in the development of marketing strategies, or help marketing decision makers understand the current marketing strategy and the gains and losses of marketing activities in order to make appropriate recommendations.

-Grasp the "wind direction" of market changes ". Providing correct market information can help marketers identify the most profitable market opportunities and provide new opportunities for business development.

-Promoting the "correction" of business operations ". It is helpful for enterprises to understand the current development status and technical experience of relevant industries, and provide information for improving their own business activities.

-"Help" for brand promotion ". As an important means to promote the "harmony" between the market and the enterprise, it provides information and support for the enterprise's market position and product promotion.

-Improve the market trend "forecast". The information obtained through market research can not only be used to understand the market situation, but also to predict the changing trend of the market, so that the contingency plan and arrangement of the enterprise can be made in advance, and the changes in the market can be fully utilized to seek the interests of the enterprise.

Market research can be divided according to different classification criteria, common classification methods are the following:

-According to the nature of the research method, it can be divided into quantitative research and qualitative research. Quantitative research refers to the analysis of large amounts of data through mathematical statistical methods to draw representative and universal conclusions, such as questionnaires and experimental studies. Qualitative research refers to the analysis of a small amount of data through non-mathematical statistical methods to draw conclusions with depth and detail, such as interviews, observations, case studies, etc.

-According to the content of the research field, it can be divided into channel research or retail research, media and advertising research, product research, price research, etc. Channel research or retail research refers to the study of the distribution channels of products and the status of retailers, such as channel structure, channel efficiency, channel management, channel satisfaction, etc. Media and advertising research refers to the study of the status of product media and advertising strategies, such as media selection, media effects, advertising creativity, advertising effects, etc. Product research refers to the study of product characteristics, functions, quality, image, etc., such as product testing, product satisfaction, product positioning, product life cycle, etc. Price research refers to the study of the price level, price elasticity and price strategy of products, such as price sensitivity, price advantage, price discrimination, price competition and so on.

-According to the attributes of the industry, it can be divided into commercial and industrial studies. Business research refers to the study of products or services that target the consumer market, such as fast-moving consumer goods, clothing, catering, etc. Industrial research refers to the study of products or services that target the market of an enterprise or institution, such as raw materials, equipment, software, etc.

-As well as relatively independent studies such as studies on minorities and special groups, opinion polls and desktop (case-by-case) studies. The study of ethnic minorities and special groups refers to the study of markets with special cultures, languages, beliefs, habits, etc., such as ethnic minority markets, children's markets, and elderly markets. Public opinion survey refers to the study of the public's political, social and economic attitudes and opinions, such as election surveys and social issues surveys. Desktop (case-based) research refers to research by collecting and analyzing existing secondary data, such as industry reports, statistics, network information, etc.

The methods and processes of market research generally include the following steps:

-Identify research objectives and questions. Clarify the objectives and scope of market research, analyze specific issues and assumptions that need to be addressed, and provide guidance for subsequent research design.

-Design of research programmes. Select appropriate research methods and techniques, determine research objects and samples, design research tools and procedures, estimate research costs and time, and develop research plans and arrangements.

-Collection of research data. According to the research program, through different channels and ways to obtain the required first-hand or second-hand data, pay attention to ensure the validity and reliability of the data.

-Analyze research data. Based on the research questions and assumptions, the data collected are collated, summarized, compared, interpreted and evaluated using appropriate statistical methods and analytical models to arrive at meaning and value.

-Propose research recommendations and conclusions. According to the analysis results of the research data, the answers and solutions to the research questions and assumptions are given, the strategic suggestions and improvement opinions for the enterprise are put forward, and the main findings and limitations of the research are summarized.

-Preparation of studies. The whole process and results of the study are presented in written form, including research purposes, methods, data, analysis, recommendations, conclusions, etc., as well as related charts, appendices, references, etc., so that the report is complete, logical and readable.

The data and analysis results of market research can not only help companies understand the current situation and trends of the market, but also help companies discover market opportunities and value. A market opportunity is the likelihood of a need or problem existing or potential in a market that can be satisfied or solved by the provision of new or improved products or services, resulting in a profit or competitive advantage. Market value is the degree to which a product or service in the market can create benefits or benefits that can be increased or maintained by improving the quality, efficiency, convenience, satisfaction, etc. of the product or service. Market research can help companies discover market opportunities and value from the following aspects:

-Discover new market space. Through the segmentation and positioning of the market, we can find the market demand that has not been fully developed or met, or through the expansion and penetration of the market, we can find new market areas or regions, so as to provide new market space and growth points for enterprises.

-Discover new product ideas. Through the analysis of market needs and problems, we can find missing or imperfect products or services in the market, or through the prediction of market changes and trends, we can find future or potential products or services in the market, so as to provide new product ideas and innovation opportunities for enterprises.

-Discover new competitive advantages. Through the analysis of the competition and differentiation of the market, the advantages and disadvantages of competitors in the market can be found, or through the evaluation of the value and satisfaction of the market, the preference and loyalty of consumers in the market can be found, so as to provide enterprises with new competitive advantages and differentiation strategies.

-Discover new value enhancement. Through the analysis of the price and cost of the market, we can find the price elasticity and cost efficiency of the product or service in the market, or through the measurement of the effect and impact of the market, we can find the benefits and benefits of the product or service in the market, so as to provide new value enhancement and optimization solutions for enterprises.

Shangpu Consulting is a company specializing in market research and consulting services. It has rich industry experience and professional team to provide customers with a full range of market solutions, help customers discover market opportunities and value, and achieve business growth and innovation. The following are some specific cases of Shangpu consulting service customers, showing the application and effect of market research in different industries and fields, and providing readers with some practical experience and enlightenment.

-Case 1: Conduct research and consultation on the Chinese market for an internationally renowned fast food chain brand to help it formulate its entry and expansion strategies in the Chinese market. Through in-depth quantitative and qualitative research on the macro environment, consumer behavior, competition pattern and channel distribution of the Chinese market, Shangpu Consulting has found the great potential and opportunities of the Chinese market, as well as the challenges and risks of the Chinese market. According to the research results, Shangpu Consulting has put forward specific suggestions and plans for customers in terms of positioning, products, prices, promotions, channels and other aspects of the Chinese market, helping customers successfully enter the Chinese market and achieving rapid market share in a short period of time. And the improvement of brand awareness.

-Case 2: Conduct research and consultation on user satisfaction and loyalty for a leading domestic e-commerce platform to help it improve user stickiness and conversion rate. Through online and offline questionnaire surveys and interviews with users of the platform, Shangpu Consulting collected users' feedback and opinions on the frequency of use of the platform, the duration of use, the scene of use, the experience of use, the use of suggestions and other aspects, and analyzed the influencing factors and improvement measures of user satisfaction and loyalty. According to the analysis results, Shangpu Consulting puts forward optimization suggestions and schemes for the functions, interfaces, contents, services, activities and other aspects of the platform for customers, helping customers improve user satisfaction and loyalty, and increase user stickiness and conversion rate.

-Case 3: Conduct research and consultation on product testing and market promotion for an emerging smart home product developer to help it improve product quality and market awareness. Through product trial and experience of potential users in the target market, Shangpu Consulting collects users' evaluations and suggestions on product functions, performance, ease of use, safety, appearance, price, etc., and evaluates the advantages and disadvantages of the product., Discovered the product improvement space and market opportunities. According to the evaluation results, Shangpu Consulting has put forward suggestions and plans for product improvement and perfection, as well as suggestions and plans for market publicity and promotion, helping customers to improve product quality and market awareness.

To sum up, market research is a scientific method that can help companies understand the current situation and trends of the market, discover market opportunities and values, and formulate reasonable market strategies and action plans. The process and results of market research can provide valuable information and support to help companies achieve business growth and innovation. Shangpu Consulting is a professional market research and consulting services company, providing customers with a full range of market solutions to help customers discover market opportunities and value, and achieve business growth and innovation. The service cases of Shangpu Consulting show the application and effect of market research in different industries and fields, and provide readers with some practical experience and enlightenment.