Definition and Purpose of 1. Market Research

Market research (Market Research) refers to the process of collecting, analyzing and interpreting market-related information to understand the current situation and trends of the market, assess market opportunities and threats, identify market problems and needs, and formulate and optimize market strategies and decisions. The purpose of market research is to help companies better understand the market, improve market adaptability and competitiveness, increase market share and profits, enhance customer satisfaction and loyalty, and create market value and influence.

The objects of market research include the scale, structure, distribution, segmentation, growth, change, forecast and other aspects of the market; the number, type, characteristics, advantages, disadvantages, strategy, behavior, performance and other aspects of competitors; the number, type, characteristics, needs, preferences, motivation, attitude, behavior, satisfaction, loyalty and other aspects of consumers; features, functions, quality, price, channels, promotion, image, differentiation and innovation of products and services.

Market research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the method of measuring, analyzing and inferring a large amount of data through mathematical and statistical means in order to obtain objective and quantifiable results. The advantages of quantitative research are that it can provide accurate and credible data, can be compared and summarized, can verify assumptions and models, and can predict future trends and changes. The disadvantage of quantitative research is that it can not deeply understand the reasons and meanings behind the data, can not reflect people's emotions and experiences, and can not find potential and hidden needs and problems. Qualitative research refers to the method of observing, describing and interpreting a small amount of data through language and behavior to obtain subjective and multidimensional results. The advantage of qualitative research is that it can deeply understand the reasons and meanings behind the data, reflect people's emotions and experiences, and discover potential and hidden needs and problems. The disadvantages of qualitative research are that it does not provide accurate and credible data, cannot compare and generalize, cannot verify assumptions and models, and cannot predict future trends and changes.

The process of market research generally includes the following steps: determining the objectives and scope of market research; Design plans and plans for market research; Select and use market research tools and platforms; Collect and organize market research data and information; Analyze and explain the results and findings of market research; Write and present market research reports and suggestions.

Common tools and platforms for 2. market research

Market research tools and platforms refer to the means and carriers used to collect, analyze and present market-related data and information. There are many kinds of tools and platforms for market research, which can be divided in different ways according to different classification criteria. According to the method of market research, this paper will divide the tools and platforms of market research into quantitative research tools and platforms and qualitative research tools and platforms, and introduce their characteristics, advantages and limitations, as well as how to choose and use them.

(I) tools and platforms for quantitative research

The tools and platforms for quantitative research include the following:

1. Questionnaire survey

Questionnaire survey refers to the method of collecting data on market views, opinions, behaviors and satisfaction from the target population through the design and distribution of a series of questions. The advantage of questionnaire survey is that a large amount of data can be collected, quantification and statistics can be carried out, multi-dimensional and multi-layer analysis can be carried out, and it can be adapted to different scenarios and purposes. The shortcomings of the questionnaire survey are that it cannot collect deep and detailed data, cannot reflect people's motivations and emotions, cannot adapt to complex and changing situations, and cannot guarantee the quality and validity of the data.

There are many platforms for questionnaire survey, including online and offline platforms. Online platforms refer to platforms that send and receive questionnaires to target groups through the Internet and mobile devices, such as WeChat, Alipay, Baidu, Tencent, Alibaba, Jingdong, Meituan, Didi, Today's Headline, Douyin, Kuaishou, Weibo, Zhihu, Douban, Little Red Riding Book, Bing, etc. The offline platform refers to the platform that distributes and collects questionnaires to the target population by face-to-face or telephone, such as shopping malls, supermarkets, restaurants, hotels, airports, railway stations, subway stations, buses, taxis, schools, hospitals, companies, communities, families, etc. The advantage of the online platform is that it can cover a wider and more diverse population, save more time and cost, improve more efficiency and convenience, and make use of more technologies and functions. The advantages of offline platforms are that they can improve more interaction and communication, increase more trust and cooperation, control more quality and accuracy, and adapt to more special and emergency situations.

There are many kinds of questionnaire tools, including design and analysis tools. Designed tools refer to tools used to create and edit questionnaires, such as Questionnaire Star, Questionnaire Network, Tencent Questionnaire, Baidu Form, Google Forms, etc. Analytical tools refer to the tools used to process and present the data from the questionnaire, such as Excel, SPSS, SAS, R, Python, Tableau, Power BI, etc. The advantage of the designed tool is that it can provide a variety of problem types and formats, can set a variety of logic and rules, can increase a variety of aesthetics and personality, and can support a variety of languages and platforms. The advantages of analytical tools are that they can perform a variety of data cleaning and transformation, perform a variety of data statistics and modeling, perform a variety of data visualization and reporting, and support a variety of data sources and formats.

The selection and use of the questionnaire should consider the following factors: the goal and content of the questionnaire; the object and sample of the questionnaire; the length and time of the questionnaire; the platform and channel of the questionnaire; the design and analysis of the questionnaire. The objectives and contents of the questionnaire should be clear and specific, to meet the needs and scope of market research, to avoid vague and biased questions, to maintain a consistent and logical structure, to appropriate and balanced difficulty and depth. The object and sample of the questionnaire should represent and cover the target population of the market research, determine the number and distribution of the sample reasonably and effectively, consider and control the deviation and error of the sample, and ensure and improve the response rate and quality of the sample. The length and time of the questionnaire should be moderate and reasonable, according to the purpose and budget of the market research, to consider the interest and patience of the target group, to avoid long and short questionnaires, to choose the appropriate and effective time period. The platform and channel of the questionnaire should be convenient and reliable. According to the characteristics and habits of the target population, the advantages and limitations of the platform and channel should be considered. Appropriate and effective online and offline platforms and channels should be selected to ensure and improve the dissemination and collection of the questionnaire. The design and analysis of the questionnaire should be professional and scientific, according to the methods and techniques of market research, the feasibility and credibility of the questionnaire should be considered, the appropriate and effective design and analysis tools should be selected, and the results and findings of the questionnaire should be ensured and improved.

2. Data analysis

Data analysis refers to the collection, collation, processing, analysis and interpretation of market-related data to discover market patterns, trends, patterns and relationships. The advantage of data analysis is that a large amount of data can be used, in-depth and detailed analysis can be carried out, objective and scientific inferences can be made, and predictions and optimization suggestions can be made. The disadvantage of data analysis is that it cannot collect subjective and emotional data, cannot reflect people's needs and problems, cannot adapt to uncertain and changing situations, and cannot guarantee the integrity and accuracy of the data.

There are many platforms for data analysis, including internal and external platforms. The internal platform refers to the platform that collects and stores market-related data through the enterprise's own systems and databases, such as CRM, ERP, BI, DMP, CDP, etc. External platforms refer to platforms that obtain and share market-related data through third-party institutions and websites, such as national statistical offices, industry associations, market research companies, social media, e-commerce platforms, search engines, Bing, etc. The advantage of the internal platform is that it can provide more professional and detailed data, more real-time and more dynamic data, more private and secure data, and more customized and personalized data. The advantage of an external platform is that it can provide broader and more diverse data, can provide more fair and credible data, can provide more comprehensive and systematic data, and can provide newer and more innovative data.

There are many kinds of tools for data analysis, including tools for processing and presentation. Processing tools refer to tools used to clean, transform, count, model, test, evaluate and other operational data, such as Excel, SPSS, SAS, R, Python, Matlab, Stata, etc. Presented tools refer to tools used to visualize, report, display, and share data, such as Tableau, Power BI, Echarts, D3, Highcharts, and Bing. The advantage of the processing tool is that it can perform a variety of data manipulation and analysis, can perform a variety of data inference and prediction, can perform a variety of data validation and evaluation, and can support a variety of data sources and formats. The advantage of the presented tool is that it can perform a variety of data visualization and reporting, can perform a variety of data display and sharing, can perform a variety of data interaction and exploration, and can support a variety of data platforms and devices.

The selection and use of data analysis takes into account the following factors: the objectives and content of the data; the source and quality of the data; the size and complexity of the data; the platform and channel of the data; and the processing and presentation of the data. The objectives and content of the data should be clear and specific, in line with the needs and scope of market research, to avoid irrelevant and redundant data, to maintain a consistent and logical structure, to appropriate and balanced difficulty and depth. The source and quality of data should be reliable and effective, to represent and cover the target population of market research, to determine the quantity and distribution of data reasonably and effectively, to consider and control the deviation and error of data, to ensure and improve the integrity and accuracy of data. The size and complexity of the data should be moderate and reasonable, according to the purpose and budget of the market research, the dimension and level of the data should be considered, the data should be too large and too small, and the appropriate and effective data slicing and aggregation should be selected. Data platforms and channels should be convenient and reliable. According to the characteristics and habits of data, the advantages and limitations of platforms and channels should be considered. Appropriate and effective internal and external platforms and channels should be selected to ensure and improve data collection and storage. The processing and presentation of data should be professional and scientific, according to the methods and techniques of market research, consider the feasibility and credibility of the data, choose appropriate and effective tools for processing and presentation, and ensure and improve the results and findings of the data.

3. Artificial Intelligence

Artificial intelligence refers to the method of perception, understanding, reasoning, decision-making and learning of market-related data by simulating and extending human intelligence. The advantage of artificial intelligence is that it can use massive amounts of data, can perform intelligent and automatic analysis, can perform flexible and innovative recommend, and can perform continuous and optimized learning. The disadvantage of artificial intelligence is that it cannot completely replace human intelligence, cannot reflect human values and morals, cannot adapt to irregular and abnormal situations, and cannot guarantee the interpretability and controllability of artificial intelligence.

There are many platforms for artificial intelligence, including cloud and local platforms. Cloud platform refers to the platform that provides users with artificial intelligence services and resources through the Internet and cloud computing, such as Google Cloud AI, Amazon Web Services AI, Microsoft Azure AI, Baidu Cloud AI, Alibaba Cloud AI, Tencent Cloud AI, Bing, etc. The local platform refers to a platform that provides the functions and tools of artificial intelligence to the user through the user's own equipment and software, such as TensorFlow, PyTorch, Keras, Scikit-learn, OpenCV, NLTK, Bing, etc. The advantages of a cloud platform are that it can provide more powerful and stable computing power, richer and more professional services and resources, more convenient and safer access and use, and more updated and optimized versions and functions. The advantage of a local platform is that it can provide more flexible and autonomous development and deployment, more personalized and customized functions and tools, faster and more real-time operation and testing, and more private and controllable data and results.

There are many kinds of artificial intelligence tools, including application and development tools. Applied tools refer to tools for using AI services and resources to accomplish market-relevant tasks and objectives, such as speech recognition, image recognition, natural language processing, machine translation, machine learning, deep learning, reinforcement learning, recommend systems, search engines, Bing, etc. Developed tools refer to tools used to create and modify AI functions and tools to achieve market-relevant innovations and optimizations, such as Python, Java, C, C#, JavaScript, HTML, CSS, SQL, Bing, etc. The advantage of the applied tool is that it can carry out a variety of market tasks and objectives, can carry out a variety of market analysis and recommend, can carry out a variety of market forecasting and optimization, and can support a variety of market platforms and equipment. The advantages of the developed tools are that they can carry out a variety of artificial intelligence functions and tools, can carry out a variety of artificial intelligence innovation and optimization, can carry out a variety of artificial intelligence verification and evaluation, and can support a variety of artificial intelligence services and resources.

The selection and use of artificial intelligence should consider the following factors: the goal and content of artificial intelligence; the platform and channel of artificial intelligence; the tools and functions of artificial intelligence; the effect and value of artificial intelligence; and the risks and ethics of artificial intelligence. The goals and content of artificial intelligence should be clear and specific, should meet the needs and scope of market research, should avoid inappropriate and infeasible tasks and goals, should maintain a consistent and logical structure, and should be appropriate and balanced with difficulty and depth. Artificial intelligence platforms and channels should be convenient and reliable. According to the characteristics and habits of artificial intelligence, the advantages and limitations of platforms and channels should be considered. Appropriate and effective cloud and local platforms and channels should be selected to ensure and improve the access and use of artificial intelligence. The tools and functions of artificial intelligence should be professional and scientific. According to the methods and technologies of artificial intelligence, the feasibility and credibility of tools and functions should be considered. Appropriate and effective application and development tools and functions should be selected to ensure and improve the results and findings of artificial intelligence. The effect and value of artificial intelligence should be significant and meaningful. According to the purpose and budget of market research, the accuracy and stability of artificial intelligence should be considered, the effect and value of artificial intelligence should be evaluated and compared, and the effect and value of artificial intelligence should be optimized and improved. The risks and ethics of artificial intelligence should be paid attention to and observed, according to the norms and laws of market research, the safety and controllability of artificial intelligence should be considered, the risks and ethics of artificial intelligence should be identified and prevented, and the interests and rights of artificial intelligence should be respected and protected.

(II) tools and platforms for qualitative research

The tools and platforms for qualitative research include the following:

1. Interviews

Interviews are a method of collecting data on market perceptions, opinions, behaviors, and satisfaction through face-to-face or remote conversations with target populations, asking them market-related questions. The advantages of interviews are that deep and detailed data can be collected, people's motivations and emotions can be reflected, complex and changing situations can be adapted, and the quality and validity of the data can be guaranteed. The disadvantages of interviews are that they cannot collect a large amount of data, cannot quantify and count, cannot conduct multi-dimensional and multi-layer analysis, and cannot adapt to different scenarios and purposes.

There are many platforms for interviews, including online and offline platforms. Online platforms refer to platforms for voice or video conversations with target groups through the Internet and mobile devices, such as WeChat, QQ, Skype, Zoom, FaceTime, Bing, etc. Offline platform refers to the platform for on-the-spot or telephone conversation with the target population through face-to-face, such as offices, conference rooms, cafes, restaurants, hotels, airports, railway stations, subway stations, buses, taxis, schools, hospitals, companies, communities, families, etc. The advantage of the online platform is that it can cover a wider and more diverse population, save more time and cost, improve more efficiency and convenience, and make use of more technologies and functions. The advantages of offline platforms are that they can improve more interaction and communication, increase more trust and cooperation, control more quality and accuracy, and adapt to more special and emergency situations.

There are many kinds of interview tools, including design and recording tools. Designed tools refer to tools used to create and edit interview questions and processes, such as Word, PowerPoint, MindManager, XMind, Bing, etc. Recorded tools refer to tools used to store and organize interview data and information, such as voice recorders, video recorders, notebooks, mobile phones, computers, Bing, etc. The advantage of the designed tool is that it can provide a variety of problem types and formats, can set a variety of logic and rules, can increase a variety of aesthetics and personality, and can support a variety of languages and platforms. The advantage of the recording tool is that it can save and organize a variety of data, can perform a variety of data conversion and analysis, can perform a variety of data visualization and reporting, and can support a variety of data sources and formats.

The selection and use of interviews should consider the following factors: the objectives and content of the interview; the object and sample of the interview; the method and time of the interview; the platform and channel of the interview; the design and recording of the interview. The objectives and content of the interview should be clear and specific, to meet the needs and scope of market research, to avoid vague and biased problems, to maintain a consistent and logical structure, to appropriate and balanced difficulty and depth. The subjects and samples of the interview should represent and cover the target population of the market research, determine the number and distribution of the sample reasonably and effectively, consider and control the deviation and error of the sample, and ensure and improve the response rate and quality of the sample. The method and time of the interview should be moderate and reasonable. According to the purpose and budget of the market research, the interest and patience of the target group should be considered. The interview should be too long and too short, and the appropriate and effective time period should be selected. The interview platform and channel should be convenient and reliable. According to the characteristics and habits of the target population, the advantages and limitations of the platform and channel should be considered. Appropriate and effective online and offline platforms and channels should be selected to ensure and improve the dissemination and collection of interviews. The design and recording of the interview should be professional and scientific, according to the methods and techniques of market research, the feasibility and credibility of the interview should be considered, the appropriate and effective design and recording tools should be selected, and the results and findings of the interview should be guaranteed and improved.

2. Observe

Observation refers to the method of collecting data on the market's views, opinions, behavior and satisfaction by directly or indirectly observing the behavior, environment and situation of the target population. The advantage of observation is that it can collect real and natural data, can reflect people's needs and problems, can adapt to uncertain and changing situations, and can ensure the quality and effectiveness of data. The disadvantage of observation is that it cannot collect deep and detailed data, cannot reflect people's motivations and emotions, cannot quantify and count, and cannot perform multi-dimensional and multi-layer analysis.

There are many kinds of observation platforms, including online and offline platforms. Online platforms refer to platforms that remotely observe the behavior, environment and situation of target groups through the Internet and mobile devices, such as WeChat, QQ, Skype, Zoom, FaceTime, Bing, etc. An offline platform refers to a platform that observes the behavior, environment, and situation of the target population in a face-to-face manner, such as shopping malls, supermarkets, restaurants, hotels, airports, railway stations, subway stations, buses, taxis, Schools, hospitals, companies, communities, families, etc. The advantage of the online platform is that it can cover a wider and more diverse population, save more time and cost, improve more efficiency and convenience, and make use of more technologies and functions. The advantages of offline platforms are that they can improve more interaction and communication, increase more trust and cooperation, control more quality and accuracy, and adapt to more special and emergency situations.

There are many kinds of observation tools, including recording and analysis tools. Recorded tools refer to tools used to save and organize observed data and information, such as tape recorders, video recorders, notebooks, mobile phones, computers, Bing, etc. Analytical tools refer to tools used to process and present observed data and information, such as Excel, SPSS, SAS, R, Python, Tableau, Power BI, Bing, etc. The advantage of the recording tool is that it can save and organize a variety of data, can perform a variety of data conversion and analysis, can perform a variety of data visualization and reporting, and can support a variety of data sources and formats. The advantages of analytical tools are that they can perform a variety of data cleaning and transformation, perform a variety of data statistics and modeling, perform a variety of data visualization and reporting, and support a variety of data sources and formats.

The selection and use of observations takes into account the following factors: the objectives and content of the observations; the objects and samples of the observations; the manner and timing of the observations; the platforms and channels of the observations; and the recording and analysis of the observations. The objectives and content of observation should be clear and specific, should meet the needs and scope of market research, should avoid inappropriate and infeasible tasks and objectives, should maintain a consistent and logical structure, and should be appropriate and balanced with difficulty and depth. The objects and samples of observation should represent and cover the target population of market research, determine the number and distribution of samples reasonably and effectively, consider and control the deviation and error of samples, and ensure and improve the response rate and quality of samples. The way and time of observation should be moderate and reasonable, according to the purpose and budget of market research, to consider the interest and patience of the target group, to avoid too long and too short observation, to choose the appropriate and effective time period. The observation platform and channel should be convenient and reliable. According to the characteristics and habits of the target population, the advantages and limitations of the platform and channel should be considered. Appropriate and effective online and offline platforms and channels should be selected to ensure and improve the observation. Dissemination and collection. The recording and analysis of observation should be professional and scientific, according to the methods and techniques of market research, the feasibility and credibility of observation should be considered, appropriate and effective recording and analysis tools should be selected, and the results and findings of observation should be ensured and improved.

3. Experiment

Experiment refers to the method of collecting data on the market's views, opinions, behavior and satisfaction by controlling and intervening the behavior, environment and situation of the target population. The advantages of experiments are that they can collect real and natural data, can reflect people's needs and problems, can adapt to uncertain and changing situations, and can ensure the quality and effectiveness of data. The disadvantage of the experiment is that it cannot collect deep and detailed data, cannot reflect people's motivations and emotions, cannot quantify and count, and cannot perform multi-dimensional and multi-layer analysis.

There are many kinds of experimental platforms, including online and offline platforms. Online platforms refer to platforms that control and intervene in the behavior, environment and situation of the target population through the Internet and mobile devices, such as WeChat, QQ, Skype, Zoom, FaceTime, Bing, etc. An offline platform refers to a platform that controls and intervenes in the behavior, environment, and situation of the target population in a face-to-face manner, such as shopping malls, supermarkets, restaurants, hotels, airports, railway stations, subway stations, buses, taxis, Schools, hospitals, companies, communities, families, etc. The advantage of the online platform is that it can cover a wider and more diverse population, save more time and cost, improve more efficiency and convenience, and make use of more technologies and functions. The advantages of offline platforms are that they can improve more interaction and communication, increase more trust and cooperation, control more quality and accuracy, and adapt to more special and emergency situations.

There are many tools for experimentation, including design and documentation tools. Designed tools refer to tools used to create and edit the scheme and flow of experiments, such as Word, PowerPoint, MindManager, XMind, Bing, etc. Recording tools refer to tools used to save and organize experimental data and information, such as tape recorders, video recorders, notebooks, mobile phones, computers, Bing, etc. The advantage of the designed tool is that it can provide a variety of experimental types and formats, can set a variety of experimental logic and rules, can increase a variety of experimental aesthetics and personality, and can support a variety of experimental languages and platforms. The advantage of the recording tool is that it can save and organize a variety of experimental data, can carry out a variety of experimental data conversion and analysis, can carry out a variety of experimental data visualization and reporting, can support a variety of experimental data sources and formats.

The selection and use of the experiment should consider the following factors: the goal and content of the experiment; the object and sample of the experiment; the way and time of the experiment; the platform and channel of the experiment; the design and recording of the experiment. The objectives and content of the experiment should be clear and specific, should meet the needs and scope of market research, should avoid inappropriate and infeasible tasks and objectives, should maintain a consistent and logical structure, and should be appropriate and balanced with difficulty and depth. The objects and samples of the experiment should represent and cover the target population of the market research, determine the number and distribution of the samples reasonably and effectively, consider and control the deviation and error of the samples, and ensure and improve the response rate and quality of the samples. The method and time of the experiment should be moderate and reasonable. According to the purpose and budget of the market research, the interest and patience of the target group should be considered. The experiment should be too long and too short, and the appropriate and effective time period should be selected. The platform and channel of the experiment should be convenient and reliable. According to the characteristics and habits of the target population, the advantages and limitations of the platform and channel should be considered. Appropriate and effective online and offline platforms and channels should be selected to ensure and improve the dissemination and collection of the experiment. The design and recording of experiments should be professional and scientific. According to the methods and techniques of market research, the feasibility and credibility of experiments should be considered. Appropriate and effective design and recording tools should be selected to ensure and improve the results and findings of experiments.

Comparison and selection of tools and platforms for 3. market research

There are many kinds of tools and platforms for market research, and different tools and platforms have their own characteristics, advantages and limitations, and are suitable for different purposes and scenarios. The comparison and selection of market research tools and platforms should be based on factors such as market research objectives, objects, budget and time, taking into account the feasibility, effectiveness, efficiency and effectiveness of the tools and platforms, and selecting the most appropriate and optimal tools and platforms. The following are some principles and suggestions for the comparison and selection of market research tools and platforms:

According to the objectives of market research, select the tools and platforms that best meet the objectives. The goal of market research is the starting point and destination of market research, and it is the most important basis for selecting tools and platforms. Different market research objectives require different tools and platforms to achieve. For example, if the goal of market research is to understand the size and structure of the market, then you can choose quantitative research tools and platforms such as questionnaires and data analysis; if the goal of market research is to understand the needs and problems of the market, then you can choose qualitative research tools and platforms such as interviews and observations; if the goal of market research is to understand market trends and changes, then you can choose quantitative and qualitative tools and platforms such as data analysis and artificial intelligence. Choosing the tools and platforms that best meet the objectives can improve the pertinence and effectiveness of market research and avoid deviation and waste of market research objectives.

According to the object of market research, choose the most suitable tools and platforms. The object of market research is the main body and core of market research, and it is the most important object to choose tools and platforms. Different market research objects need different tools and platforms to adapt. For example, if the target of market research is young consumers, you can choose online platforms and artificial intelligence and other novel and convenient tools and platforms; if the target of market research is elderly consumers, you can choose offline platforms and traditional and friendly tools and platforms such as interviews; if the target of market research is professional consumers, then you can choose professional and scientific tools and platforms such as data analysis and experiments. Choosing the most suitable tools and platforms can improve the coverage and response rate of market research, and avoid ignoring and offending the target of market research.

According to the budget of market research, select the most budget-saving tools and platforms. The budget of market research is the resource and constraint of market research, and is the most important condition for selecting tools and platforms. Different tools and platforms require different budgets to support. For example, if the budget for market research is limited, low-cost and efficient tools and platforms such as questionnaires and online platforms can be selected. If the budget for market research is sufficient, high-quality and high-trust tools and platforms such as interviews and offline platforms can be selected. If the budget for market research is flexible, then you can choose adjustable and optimizable tools and platforms such as data analysis and artificial intelligence. Choosing the most budget-saving tools and platforms can improve the efficiency and effectiveness of market research and avoid waste and overspending on market research budgets.

According to the market research time, choose the most time-saving tools and platforms. The time of market research is the progress and limitation of market research, and is the most important factor in selecting tools and platforms. Different tools and platforms require different time to complete. For example, if the time for market research is tight, you can choose fast and convenient tools and platforms such as questionnaires and online platforms. If there is plenty of time for market research, you can choose in-depth and detailed tools and platforms such as interviews and offline platforms. If the time for market research is flexible, then you can choose adjustable and optimizable tools and platforms such as data analysis and artificial intelligence. Choosing the most time-saving tools and platforms can improve the speed and quality of market research and avoid delays and delays in market research.

Cases and applications of 4. market research tools and platforms

There are many cases and applications of market research tools and platforms in actual market research. Different tools and platforms can help different enterprises and institutions solve different market problems and improve different market performance. The following are some cases and applications of market research tools and platforms, taking Shangpu Consulting as an example:

Shangpu Consulting provided market research services to an automobile manufacturer to help it understand the needs and preferences of consumers in the Chinese market for new energy vehicles, as well as the strategies and performance of competitors. Using quantitative research tools and platforms such as questionnaires and data analysis, as well as qualitative research tools and platforms such as interviews and observations, Champu Consulting has comprehensively collected and analyzed a large amount of data and information, resulting in the following results and recommendations:

Consumers' demand and preference for new energy vehicles in the Chinese market are mainly affected by the following factors: environmental awareness, policy support, price sensitivity, brand awareness, technical trust, battery life, charging convenience, safety and security, etc.

Competitors in the Chinese market mainly include the following categories: domestic traditional automobile manufacturers, domestic new energy automobile manufacturers, foreign traditional automobile manufacturers, and foreign new energy automobile manufacturers. Among them, domestic new energy vehicle manufacturers such as Tesla, Weilai, Xiaopeng, etc. have a large share and influence in the market, mainly relying on their innovative technology, personalized design, high-quality service and strong brand.

In order to succeed in the field of new energy vehicles in the Chinese market, automakers need to do the following: improve the performance and quality of new energy vehicles, reduce the cost and price of new energy vehicles, improve the image and popularity of new energy vehicles, increase The convenience of charging and maintenance of new energy vehicles, strengthen the safety and guarantee measures of new energy vehicles, and carry out the social and environmental responsibilities and contributions of new energy vehicles.

Shangpu Consulting provided market research services for a fast consumer product company to help it understand the feedback and evaluation of consumers in the Chinese market on its new shampoo, as well as market opportunities and threats. Using quantitative and qualitative tools and platforms such as data analysis and artificial intelligence, as well as qualitative research tools and platforms such as experiments and observations, Champ Consulting has comprehensively collected and analyzed a large amount of data and information, and the following results and recommendations have been made:

The feedback and evaluation of the shampoo by consumers in the Chinese market mainly includes the following aspects: product function and effect, product composition and safety, product packaging and design, product price and cost performance, product channel and promotion, etc.

The feedback and evaluation of the shampoo by consumers in the Chinese market are generally positive, mainly in the following aspects: the function and effect of the product meet the needs and expectations of consumers, the composition and safety of the product are recognized and trusted by consumers, the packaging and design of the product attract the attention and interest of consumers, and the price and cost performance of the product are suitable for the consumption ability and level of consumers, product channels and promotions increase consumer purchase and use convenience and stimulation.

The opportunities and threats of the Chinese market mainly include the following aspects: market demand and potential, market competition and pressure, market changes and trends, market norms and laws, etc.

In order to succeed in the shampoo field of the Chinese market, FMC companies need to do the following: maintain and enhance the function and effect of products, guarantee and improve the composition and safety of products, innovate and optimize the packaging and design of products, adjust and rationalize the price and cost performance of products, expand and consolidate the channels and promotion of products, pay attention to and adapt to the changes and trends of the market, and abide by and respect the norms and laws of the market.