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2024-07-18 15:34:33 Source: Champu Consulting Visits:0
1. online research
Online research is the use of Internet technology, through e-mail, websites, social media and other channels, to send research questionnaires to target users or invite users to participate in online interviews, focus groups and other forms of research activities. Online research is efficient, convenient, and has cost advantages. Online research is widely used, this way can collect a lot of feedback in a short period of time, can use the network to spread research and reduce costs, has a wide range of applications.
Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. When conducting market research, Shangpu Consulting Company widely adopts the method of online research, uses its own research platform and sample library, and cooperates with many mainstream channels such as e-commerce, social media, recruitment platform, etc., to gain in-depth insight into consumer behavior and attitude data, and help enterprises listen to the voice of users all the time. For example, Shangpu Consulting once conducted market research for a new energy vehicle company. Through online questionnaires, it collected more than 5000 valid samples and analyzed consumers' cognition, attitude, preference, and purchase willingness of new energy vehicles. The information provides a valuable reference for the company's product development and market promotion.
2. Ethnographic Research
Ethnographic research is a research method to understand the user's behavior, needs, motivation, values and other aspects by observing and participating in the daily life of the target user. Ethnographic research requires researchers to adapt to the natural environment of the respondent, go deep into the user's life scene, establish trust and interaction with the user, and collect the user's speech, behavior, emotion and other multi-dimensional data, so as to reveal the user's deep needs and potential problems.
When conducting market research, Shangpu Consulting will also use ethnographic research methods to go deep into the user's life scene, conduct field observations and interviews, and obtain the user's real feedback and feelings according to different project needs. For example, Shangpu Consulting once conducted market research for a smart home company. By sending researchers to users' homes, they observed the process and experience of users using smart home products, and understood users' satisfaction, pain points, and expectations of smart home products. And other opinions provide strong support for the company's product optimization and service improvement.
3.TURF analysis
TURF analysis (Total Unduplicated Reach and Frequency) is a research method used to determine which product combinations can reach the most consumers, so as to develop more effective product optimization strategies. The basic principle of TURF analysis is to calculate the user coverage of each product or attribute, and then find the combination that can achieve the maximum cumulative non-repetitive coverage by combining different products or attributes, so as to achieve the largest market with the least resources.
When conducting market research, Shangpu Consulting also uses TURF analysis to help customers optimize their product lines and market strategies. For example, Shangpu Consulting once conducted market research for a snack food company. Through online questionnaires, it collected users' preferences and choices for different flavors of potato chips, and then through TURF analysis, it determined that it can cover the most users. The potato chip taste combination provides a scientific basis for the company's product development and market positioning.
4. scenario simulation
When conducting market research, Shangpu Consulting will also adopt scenario simulation methods according to the characteristics of different projects, allowing users to use products or services in simulated scenarios, observe users' behaviors and reactions, and collect users' opinions and suggestions. For example, Shangpu Consulting once conducted market research for an online education company. By setting up different learning scenarios, users can experience the content and form of online education in a simulated classroom, and understand users' needs, satisfaction, and expectations for online education. Other aspects of information provide a useful reference for the company's curriculum design and teaching model.
Conclusion
Market research is an important means of enterprise innovation, but also an important manifestation of the competitiveness of enterprises. With the change of the market and the diversification of consumers, the methods of market research also need to be constantly innovative and improved to adapt to different project needs and customer expectations. This paper introduces several innovative methods of market research, including online research, ethnographic research, TURF analysis, scenario simulation, etc., and explains the advantages and application scenarios of these methods with the actual case of Shangpu Consulting. It is hoped that this paper can provide some useful reference and inspiration for practitioners and learners of market research.
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| Research Module | research content | ||||||
|---|---|---|---|---|---|---|---|
| Market research | Industry status | market capacity | Product Application | channel mode | Supply chain | market competition | Market Consulting |
| Competitor Research | Enterprise background | Enterprise Finance | Sales Data | Market Strategy | Production Equipment | Supply Procurement | Technology R & D |
| warehousing logistics | channel construction | Human Resources | Enterprise Strategy | ||||
| User Research | Consumer Survey | consumption behavior attitude | Publicity/Promotion | Product Service | Brand Research | consumer characteristics | |
| satisfaction survey | Employee satisfaction | user satisfaction | |||||
| Market Entry Advisory | Macro Industry Research | competitive enterprise research | Downstream User Research | Channel Research | Due Diligence | Return on Investment | |
| Floor module | Landing implementation recommendations | Long-term cooperation | |||||
| Business investment due diligence | Target industry market investment value due diligence | Industry Benchmarking Enterprise Research | Target Enterprise Credit Assessment Report | Project investment due diligence | |||
| industry planning | Market research | market access | development strategy | investment location | Acquisition and integration | IPO Fundraising | |
| Credit Report | Basic information | Major Events | Production/Operation Network | enterprise scale | Operating strength | Financial strength | Legal risk |
| Future business prediction | Overall credit rating | cooperative risk warning | |||||
| Brand/Sales Proof | Market Share Proof | Market Share Proof | Proof of brand strength | Industry Proof | Specialized new proof | Proof of sales strength | Proof of technological leadership |
| National/Global Status Certificate | |||||||
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