According to the purpose of the research, the 1. is divided into exploratory research and descriptive research.

The purpose of market research refers to the main objectives and expected results of the research. Depending on the purpose of the research, market research can be divided into exploratory research and descriptive research.

1. Exploratory research

Exploratory research is a type of research that identifies and defines a problem or opportunity by collecting some preliminary information when the market problem or opportunity is unclear. Exploratory research is characterized by a wide range, flexible methods, qualitative data, and uncertain results. The main purpose of exploratory research is to provide direction and basis for subsequent descriptive research or other decisions.

The common methods of exploratory research are: literature review, expert interview, focus group, in-depth interview, project method, etc.

For example, Champ Consulting has provided exploratory research services for an emerging online education platform to help the platform understand the needs and characteristics of the target market and the state of the competitive environment. By reviewing relevant literature and reports, interviewing industry experts and opinion leaders, conducting focus groups and in-depth interviews with potential consumers and teachers, and conducting project method tests on the function and design of the platform, Champ Consulting collected a large amount of information and feedback, found market problems and opportunities, and provided valuable suggestions for the positioning and strategy formulation of the platform.

2. Descriptive research

Descriptive research is a kind of research that describes and analyzes a problem or opportunity by collecting some specific information when the market problem or opportunity is clear. Descriptive research is characterized by clear scope, standardized methods, quantitative data and reliable results. The main purpose of descriptive research is to provide the basis and support for the final decision.

The common methods of descriptive research are: questionnaire survey, observation method, experimental method, panel method and so on.

For example, Champ Consulting has provided descriptive research services for a well-known FMCT brand to help the brand assess the market potential and consumer acceptance of its new products, as well as its differentiation from competitors. Through the questionnaire survey of consumers in the target market, the observation of their purchase and use behavior, the experiment of their reaction to new products, and the panel tracking of their purchase and use frequency, Shangpu Consulting collected a large amount of data and indicators, from which it described and analyzed the market's needs and preferences, providing a strong basis for the pricing, promotion and distribution of the brand's new products.

The 2. is divided into consumer research and competitor research according to the object of research.

The object of market research refers to the market participants who are the main concerns of the research. According to the different objects of research, market research can be divided into consumer research and competitor research.

1. Consumer Research

Consumer research is a kind of research that investigates potential or existing consumers in the market. Consumer research is characterized by diverse objects, rich content and significant impact. The main purpose of consumer research is to understand the characteristics, needs, preferences, satisfaction, loyalty, purchase and use behavior of consumers, so as to provide guidance and support for product development, market positioning, marketing strategies, etc.

The common methods of consumer research are: questionnaire survey, observation method, experimental method, panel method, focus group, in-depth interview, project method, etc.

For example, Champ Consulting has provided consumer research services to a leading automobile manufacturer to help the manufacturer understand the attitudes and intentions of consumers in its target market towards new energy vehicles, as well as their expectations and evaluations of the vehicle's functions, performance, safety, environmental protection, price, etc. Through questionnaire survey, observation method, experimental method, panel method, focus group, in-depth interview, project method and other methods, Shangpu Consulting has collected comprehensive and in-depth information and feedback, from which it has learned the characteristics, needs, preferences, satisfaction, loyalty, purchase and use behavior of consumers, etc., for the product development and market positioning of the manufacturer's new energy vehicles, marketing strategy provides a valuable reference.

2. Competitor research

Competitor research is a type of research that conducts research on existing or potential competitors in the market. The characteristics of competitor research are: the object is clear, the content is key, the difficulty is greater. The main purpose of competitor research is to understand the characteristics, strengths, weaknesses, strategies, dynamics, performance, etc. of competitors in order to provide guidance and support for the enterprise's competitive analysis, competitive strategy, competitive advantage, etc.

The common methods of competitor research are: literature review, expert interview, mysterious customer method, competition analysis method, strategic group analysis method, SWOT analysis method and so on.

For example, Champ Consulting has provided competitor research services to an international hotel group to help the group understand its competition in its target market, as well as its differences and advantages with its main competitors. Through reviewing relevant documents and reports, interviewing experts and opinion leaders in the industry, conducting mysterious customer method on competitors' hotels, conducting competitive analysis on competitors' products, services, prices, brands, etc., conducting strategic group analysis on competitors' strategies, objectives, resources, etc., and analyzing competitors' advantages, disadvantages and opportunities, SWOT analysis, such as threats, collects key and powerful information and indicators, from which we understand the characteristics, strengths, weaknesses, strategies, dynamics, performance, etc. of competitors, providing strong support for the group's competitive analysis, competitive strategy, competitive advantage, etc.

3. according to the method of research is divided into quantitative research and qualitative research.

The method of market research refers to the main techniques and means of research. According to the different methods of research, market research can be divided into quantitative research and qualitative research.

1. Quantitative research

Quantitative research is a kind of research that describes and explains market phenomena by collecting and analyzing quantifiable data. Quantitative research is characterized by objective data, reliable results and a wide range of applications. The main purpose of quantitative research is to reveal the laws, trends and influencing factors of the market through the statistics, analysis, inference and prediction of data, so as to provide a scientific and effective basis for the decision-making of enterprises.

The common methods of quantitative research are: questionnaire survey, observation method, experimental method, panel method and so on.

For example, Champ Consulting has provided quantitative research services for a global e-commerce platform, aiming to help the platform evaluate its market share in different countries and regions, user satisfaction, user loyalty, user conversion rate, user retention rate and other important data and indicators, as well as its relative advantages and disadvantages with competitors. By conducting a questionnaire survey on the users of the platform, Shangpu Consulting observes its website traffic, sales, order volume, return rate, etc. in different countries and regions, conducts experiments on the effects of its marketing activities in different countries and regions, and conducts panel tracking on the purchase and use behaviors of its users in different countries and regions, and collects a large amount of quantifiable data. Through statistics, the analysis, inference, prediction and other methods reveal the market situation, user characteristics, user needs, user behavior and so on of the platform in different countries and regions, which provides a scientific and effective basis for the internationalization strategy, market expansion and user operation of the platform.

2. Qualitative research

Qualitative research is a kind of research that understands and explains market phenomena by collecting and analyzing unquantifiable data. Qualitative research is characterized by subjective data, diverse results and narrow scope of application. The main purpose of qualitative research is to reveal the meaning, value, feelings, motivation, etc. of the market through the induction, classification, interpretation and interpretation of data, so as to provide a profound and inspired basis for the decision-making of enterprises.

The common methods of qualitative research are: focus group, in-depth interview, project method, scenario analysis method, case analysis method, etc.

For example, Champs Consulting has provided qualitative research services to a leading game developer, aiming to help the developer understand the user's feelings, comments, suggestions for a newly developed role-playing game in its target market, as well as its expectations and requirements for the game's plot, characters, graphics, sound effects, operation, etc. Through focus groups, in-depth interviews, project methods, scenario analysis, case analysis and other methods, Shangpu Consulting has collected rich and in-depth information and feedback from users in the target market. Through induction, classification, explanation, interpretation and other methods, it reveals the meaning, value, feelings and motivation of users for the game, so as to design and optimize the game for the developer, game marketing, etc. provide a profound and inspired basis.

The 4. is divided into cross-sectional and vertical surveys according to the time of the survey.

The time of market research refers to the main time range and characteristics of the research. Depending on the time of the survey, market research can be divided into cross-sectional and vertical surveys.

1. Cross-sectional research

A cross-sectional survey is a survey of one or more samples in the market at a specific point in time or time period. The characteristics of cross-sectional research are: short time, low cost, high efficiency, suitable for description and comparison. The main purpose of cross-sectional research is to describe and compare the current situation, differences, correlations, etc. of the market through quick and simple research of one or more samples of the market, so as to provide an immediate and effective basis for the decision-making of enterprises.

The common methods of cross-sectional research are: questionnaire survey, observation method, experimental method and so on.

For example, Champ Consulting has provided cross-sectional research services to a domestic film production company to help the company evaluate the market performance of its new romantic comedy film and its competitiveness with other types of films released in the same period. By conducting a questionnaire survey on the audience of the film, observing its box office, film arrangement and attendance rate in different regions and cinemas, and conducting experiments on its exposure, click and comment in different publicity channels and platforms, Shangpu Consulting collected some real-time and effective data, and evaluated the market performance, market feedback and market potential of the film through description and comparison, as well as its competitiveness with other types of films released in the same period, it provides an immediate and effective basis for the company's film production, film promotion, film analysis, etc.

2. Longitudinal survey

A vertical survey is a type of survey that conducts multiple or ongoing surveys of one or more samples in the market over a long time span. Longitudinal survey is characterized by long time, high cost and low efficiency, and is suitable for tracking and forecasting. The main purpose of vertical research is to track and predict market changes, developments, influencing factors, etc. through multiple or continuous research of one or more samples of the market, in order to provide a long-term and forward-looking basis for corporate decision-making.

The common methods of vertical surface research are: panel method, trend analysis method, regression analysis method, time series analysis method and so on.

For example, Shangpu Consulting has provided longitudinal research services for an international cosmetics brand, aiming to help the brand track and predict its market share, brand awareness, brand image, brand loyalty and other important data and indicators in different countries and regions, as well as its relationship with market changes, development, influencing factors and so on. Through the panel method of the users of the brand, the trend analysis method, regression analysis method, time series analysis method and other methods of the change, development and influencing factors of the market in different countries and regions, Shangpu Consulting has collected some long-term and forward-looking data, and evaluated the market situation, brand characteristics and brand demand of the brand in different countries and regions by tracking and forecasting methods, brand behavior, etc., provides a long-term and forward-looking basis for the brand's internationalization strategy, market expansion, brand operation, etc.

Conclusion

Market research is a method of collecting, analyzing, and interpreting market-related information designed to help companies make better decisions. Market research can be divided into different types, according to its purpose, object, method and time, there can be different classification methods. This paper introduces four common classification methods of market research, namely: exploratory research and descriptive research according to the purpose of the research; According to the research object, it is divided into consumer research and competitor research. According to the research method, it is divided into quantitative research and qualitative research. According to the research time, it is divided into cross-sectional research and vertical research. This paper also combines the specific cases of Shangpu consulting service customers, a brief analysis of the advantages and disadvantages of these types of market research and applicable scenarios, in order to provide readers with some useful reference.