Market research is a very important part of business. It can help enterprises understand the needs and preferences of consumers, and then introduce products and services that are more in line with the market. The following are three famous market research cases, from which we will analyze the reasons and lessons of the success and failure of market research.

Case 1: Coca-Cola's "New Coke"

Coca-Cola is one of the most famous beverage brands in the world and has maintained a good sales performance for many years. However, in the early 1980 s, Coca-Cola's sales declined due to changes in consumer taste preferences. In response to this challenge, Coca-Cola conducted a market survey and developed a new Coke-Coca-Cola New Flavor.

Reasons for Success

Coca-Cola's market research shows that changes in consumer taste preferences are the main reason for the decline in sales. Therefore, Coca-Cola decided to develop a new cola to adapt to this change. This decision is based on market research data and analysis, with commercial rationality and pertinence.

Reasons for failure

Coca-Cola's new flavor has undergone a lot of testing and tuning to ensure it meets consumer taste needs. However, Coca-Cola ignores an important factor, that is, consumer sentiment and loyalty to Coca-Cola. The old customers of Coca-Cola do not like the change of new taste, they think it is a betrayal and destruction of Coca-Cola. They protested and boycotted the new flavor of cola, demanding that the original flavor be restored. Coca-Cola had to relaunch the original flavor of Coke two months later, admitting the failure of the new flavor.

Lessons

The case of Coca-Cola tells us that market research should not only consider the rational needs of consumers, but also consider the emotional needs of consumers. Consumer brand loyalty and emotion cannot be ignored, and it may affect consumer acceptance and response to new products. Therefore, market research should have a comprehensive and in-depth analysis, not only look at the surface data, but also tap the psychology and motivation of consumers.

Case 2: Procter & Gamble's "diapers"

Diaper is a very common baby products in modern society. Its invention and promotion can not be separated from a market survey of Procter & Gamble. Procter & Gamble found through market research that many parents face many problems when using traditional diapers, such as the need to change diapers frequently, and it is difficult to ensure the comfort and hygiene of babies. Therefore, Procter & Gamble decided to develop a new product that can solve these problems-diapers.

Reasons for Success

Procter & Gamble's diapers not only solve the problems of traditional diapers, but also take into account the health and comfort needs of babies. Procter & Gamble's diapers use advanced materials and technology to absorb more water and keep babies dry and clean. P & G diapers are available in different sizes and styles to suit babies of different ages and genders. Procter & Gamble's diapers have achieved great success in the market and become one of the leading brands of baby products.

Reasons for failure

Although P & G's diapers have been successful in the market, they have encountered some challenges and problems. One of the problems is that P & G's diapers are difficult to promote in some developing countries, because consumers in these countries have a low level of awareness and acceptance of diapers. They think that diapers are a luxury and do not conform to their traditional habits and culture. Another problem is that P & G's diapers are also facing competition and pressure in the markets of some developed countries, because consumers in these countries have higher and higher requirements and expectations for diapers. They not only pay attention to the function and quality of diapers, but also pay attention to the environmental protection and safety of diapers.

Lessons

Procter & Gamble's case tells us that market research should consider different market environments and consumer characteristics, and cannot promote the same product and strategy across the country. Market research should be targeted and flexible, and products should be localized and differentiated according to different market needs and consumer preferences to adapt to different market environments and consumer needs.

Case 3: Amazon's "recommend Engine"

Amazon is one of the world's largest online retailers, and its recommend engine is a big factor in the company's success. recommend engine is an application based on big data technology. Through the analysis of users' purchase history, browsing history and search history, the recommend engine can predict users' interests and needs, and recommend users with the products that best meet their needs.

Reasons for Success

Amazon's recommend engine is based on market research data and analysis, with strong pertinence and accuracy, can help Amazon better meet the needs of consumers.

Reasons for failure

Amazon's recommend engine, despite its success in the market, has some problems and limitations. One of the problems is that Amazon's recommend engine can make it difficult for consumers to choose, as it recommend too many products to consumers, making it difficult for consumers to decide which one to buy. Another problem is that Amazon's recommend engine may reduce the exploratory nature of consumers, because it will recommend consumers with products similar to their existing purchase history and interests, making it difficult for consumers to discover new products and categories.

Lessons

Amazon's case tells us that market research should consider the diversity and complexity of consumers, not only data and algorithms, but also the psychology and behavior of consumers. Market research should be balanced and moderate, not excessive recommend and intervention, but also to give consumers a certain degree of freedom and space to stimulate consumer interest and satisfaction.

Conclusion

Market research is an indispensable part of business activities, which can help enterprises understand the changes of the market and the needs of consumers, so as to provide better products and services. However, market research is not a simple matter, it requires professional methods, skills and experience, otherwise it may lead to errors.Conclusionand decision-making. Taking three famous market research cases as examples, this paper analyzes the reasons and lessons of the success and failure of market research, and provides some reference and enlightenment for the practitioners of market research. Market research should have a comprehensive and in-depth analysis, consider the rational and emotional needs of consumers, consider different market environments and consumer characteristics, consider the diversity and complexity of consumers, be targeted and flexible, and be balanced and moderate to achieve the best results of market research.