Market research refers to the collection, collation, analysis and prediction of market-related information through scientific methods to provide a basis for business management and decision-making activities. The objects of market research include market environment, market demand, market supply, market competition, market opportunities, market risks, etc. The purpose of market research is to understand the current situation and trends of the market, identify market problems and opportunities, assess market potential and risks, formulate market goals and strategies, and improve market efficiency and effectiveness.

The content of market research can be divided into the following categories according to different research purposes and objects:

Market environment research: mainly to analyze the political, economic, social, technical, legal, ecological and other external factors affecting the market, in order to understand the overall background and development trend of the market, and provide macro guidance for market decision-making.

Market demand research: mainly to analyze the demand, preference, satisfaction, loyalty and purchase behavior of potential consumers or users in the market, so as to understand the scale, structure, characteristics and changes of the market, and provide basis for market segmentation, positioning, product development, price strategy and promotion strategy.

Market supply research: it mainly analyzes the products, services, prices, channels, promotions, brands, images, advantages and disadvantages of existing or potential suppliers or competitors in the market, so as to understand the supply and demand situation, competition pattern, competitive advantage and competitive strategy of the market, and provide reference for market entry, market possession, market expansion and market defense.

Market opportunity research: mainly analyzes the emerging demand, emerging market, emerging technology, emerging model, etc. in the market, so as to find the innovation point, growth point and breakthrough point of the market, and provide direction for market innovation, market development and market leading.

Market risk research: mainly to analyze the uncertain factors, unstable factors and unfavorable factors in the market, so as to identify the threats, obstacles and crises of the market, and provide early warning for market avoidance, market response and market transformation.

The methods of market research can be divided into the following categories according to different data sources and data nature:

Literature method: mainly the use of existing books, newspapers, networks, databases and other literature, to collect, organize, analyze and cite, in order to obtain general information and theoretical knowledge of the market.

Access method: mainly through face-to-face or telephone or network, with the relevant personnel of the market (such as consumers, users, suppliers, competitors, experts, government, etc.) to communicate, communicate, interview, questionnaire, etc., in order to obtain specific information and practical opinions of the market.

Observation method: mainly through personal or with the help of instruments and other means, the market-related phenomena (such as consumer purchase behavior, product use, market trends, etc.) direct or indirect observation, recording, analysis and interpretation, in order to obtain intuitive information and deep reasons for the market.

Experimental method: mainly through the laboratory or field environment, the relevant variables of the market (such as product characteristics, price level, promotion means, etc.) for artificial control, change, testing, comparison, etc., in order to obtain the causal information of the market and effect evaluation.

The steps of market research can be divided into the following stages according to different research processes:

Preparation before investigation: mainly to clarify the purpose, object, content, method, method, plan, time, funds, etc. of the investigation to ensure the scientificity and feasibility of the investigation.

Implementation in the research: mainly in accordance with the research program, through the literature method, access method, observation method, experimental method, etc., the market system collection, collation, analysis and prediction, in order to obtain research data and information.

Report after research: mainly based on the data and information of the research, the report of the research is written, including the title, summary, keywords, text, conclusions, suggestions, references, etc. of the report, in order to present the results and value of the research.

The evaluation of market research can be divided into the following aspects according to different evaluation criteria:

Effectiveness: It is mainly to evaluate whether the results of the research are in line with the purpose of the research, whether they can provide a useful basis for the decision-making of the enterprise, whether they can help the enterprise solve practical problems, and whether they can create market opportunities.

Accuracy: mainly to evaluate whether the data and information of the survey are true, complete, timely and consistent, whether they can reflect the actual situation of the market, whether they can avoid or reduce the errors and deviations of the survey, and whether they can improve the credibility of the survey.

Economy: it is mainly to evaluate whether the cost and benefit of the research are reasonable, whether the research task can be completed within the limited resources and time, whether the best balance between the input and output of the research can be achieved, and whether the efficiency of the research can be improved.

Innovation: it is mainly to evaluate whether the methods and ideas of the research are novel, whether they can use advanced technology and tools, whether they can break through the traditional paradigm and mode, whether they can discover new knowledge and new laws of the market, and whether they can improve the quality of the research.

Shangpu Consulting is a professional market research consulting company with many years of market research experience and rich market research cases. It provides customized market research services for customers in all walks of life to help customers understand the market, grasp the market, and win the market. The professional advantages of Shangpu Consulting in market research are mainly reflected in the following aspects:

Professional team: Shangpu Consulting has a professional team composed of senior market research experts, industry analysts, data analysts, report writers, etc., with rich market research knowledge and skills, and can provide customers with high-quality Market research services.

Comprehensive method: Shangpu Consulting uses a variety of market research methods, such as literature, access, observation, experimental, etc., combined with qualitative and quantitative analysis, from multiple angles and multi-level to conduct in-depth research on the market, can provide customers with a comprehensive market research report.

Accurate data: Shangpu Consulting uses advanced data collection and processing technologies and tools, such as web crawler, data mining, data cleaning, data visualization, etc., to extract effective information from massive data and provide customers with accurate market research data.

Innovative ideas: Shangpu Consulting continues to explore new methods and new ideas for market research, such as big data analysis, artificial intelligence applications, social network analysis, emotional analysis, etc., from a new perspective and new dimensions of the market, to provide customers with innovative market research solutions.

The successful cases of Shangpu Consulting in market research mainly include the following aspects:

For an international well-known automobile brand, the Chinese market demand research, through the target consumer visits, questionnaires, observations, analysis of consumer demand, preferences, satisfaction, loyalty, etc., to provide customers with the Chinese market segmentation, positioning, product development, price strategy, promotion strategy and other suggestions, to help customers improve the share of the Chinese market and profits.

It conducted a competitor's supply research for a leading domestic e-commerce platform, analyzed the competitors' strengths, weaknesses and strategies through literature, visits and observations on competitors' products, services, prices, channels, promotions, brands, images, etc., and provided customers with suggestions on market entry, market possession, market expansion, market defense, etc, help customers to enhance the competitiveness and market position.

We conducted market opportunity research for an emerging education technology company. Through the literature, visits and observations of emerging needs, emerging markets, emerging technologies and emerging models in the market, we analyzed the innovation points, growth points and breakthrough points of the market, provided customers with suggestions on market innovation, market development and market leadership, and helped customers seize the opportunities and advantages of the market.

For a traditional food manufacturing enterprises to conduct market risk research, through the market uncertainties, unstable factors, unfavorable factors such as literature, access, observation, analysis of the market threats, obstacles, crises, etc., to provide customers with market avoidance, market response, market transformation and other recommendations, to help customers reduce market risks and losses.

In short, market research is an art, but also a science, the need to use professional knowledge, skills, methods and ideas, systematic collection, collation, analysis and forecasting, to provide an effective basis for the decision-making of enterprises and recommendations.