Market research is an activity that helps companies understand market demand, competitive dynamics, consumer behavior and preferences by collecting, analyzing and interpreting market-related information to provide a basis for strategic and marketing decisions. The importance of market research is self-evident. It can help companies discover market opportunities and risks, optimize products and services, enhance brand and competitiveness, and increase market share and profits.

However, in the actual market research process, many companies or consulting agencies will fall into some misunderstandings, resulting in distorted or invalid research results. This article will analyze the common misunderstandings of market research from three aspects, namely, the goal is not clear, the method is not scientific, and the content is not objective. Then, taking Shangpu Consulting Company as an example, it introduces its successful experience and cases in market research, and shows how to avoid these misunderstandings and improve the quality and effect of research.

Myth 1: The goal is not clear

The goal of market research refers to the purpose and significance of the research, the starting point and destination of the research, and the basis for guiding the design and implementation of the research. However, many enterprises or consulting institutions in the market research, there is no clear goal, just to cope with the form, or blindly follow the trend, or arbitrarily set, resulting in the direction and focus of the research is vague, a waste of time and resources, can not get valuable information andConclusion。

For example, in order to understand the overall situation of the market, some enterprises have conducted an extensive and simple market research, and the data and information obtained are superficial and common sense, which can not reflect the deep-seated needs and changes of the market, and can not provide effective support for the decision-making of enterprises. In order to keep up with the hot spots in the market, some enterprises have conducted a hot and short-term market research. The data and information obtained are one-sided and outdated, which can not reflect the whole picture and trend of the market, and can not provide continuous support for the decision-making of enterprises.

Therefore, the objectives of market research should be clear, specific, quantifiable and achievable, consistent with the enterprise's strategy and marketing objectives, able to solve the key problems faced by enterprises in the market, and can provide a strong basis for enterprise decision-making.

Misunderstanding 2: the method is not scientific

The method of market research refers to the procedures and tools of research, the means and methods of research, and the key to ensure the quality and efficiency of research. However, many enterprises or consulting institutions in the market research, there is no scientific method, just random selection or patchwork, or too dependent on a certain method, resulting in the research process and results are not reliable, can not reflect the real situation of the market, can not provide a credible basis for the decision-making of enterprises.

For example, in order to save cost and time, some enterprises conduct a simple and rough market research, and the data and information obtained are inaccurate and incomplete, unable to reflect the details and changes of the market, and unable to provide a sufficient basis for the decision-making of the enterprise. In order to pursue depth and breadth, some enterprises have carried out a complex and lengthy market research. The data and information obtained are redundant and irrelevant, which can not reflect the key points and laws of the market, and can not provide a clear basis for the decision-making of enterprises.

Therefore, the method of market research should be scientific, reasonable and appropriate, match the objectives and contents of the research, be able to effectively collect, analyze and interpret market-related information, and be able to take into account the quality and efficiency of the research.

Misunderstanding three: the content is not objective

The content of market research refers to the data and information of the research, which is the core and soul of the research and supports the research.Conclusionand the basis of recommendations. However, many companies or consulting agencies do not have objective content when conducting market research, but only choose or interpret subjectively, or are affected by various prejudices and interferences, resulting in the research data and information being one-sided and incorrect. It cannot reflect the objective situation of the market, nor can it provide a correct basis for corporate decision-making.

For example, in order to prove their own views or preferences, some enterprises conduct a tendentious market research, the results of the data and information are supporting their own and negative others, can not reflect the diversity and competitiveness of the market, can not provide a fair basis for the decision-making of enterprises. In order to cope with the uncertainty or change of the market, some enterprises have carried out an unfounded market research, and the data and information obtained are random and guesswork, which can not reflect the regularity and trend of the market, and can not provide a reliable basis for the decision-making of enterprises.

Therefore, the content of market research should be objective, true and complete, in line with the actual situation of the market, can comprehensively, accurately and timely reflect the market demand, competition, changes, etc., and can provide strong support for the decision-making of enterprises.

Market research experience and cases of Champ Consulting

Shangpu Consulting 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.

Market research experience and cases of Champ Consulting

Shangpu Consulting 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. Shangpu Consulting has rich experience and excellent cases in market research. It can avoid the above market research misunderstandings and provide high-quality and high-effect market research services.

Clear objectives

Before conducting market research, Shangpu Consulting will fully communicate and negotiate with customers, clarify the objectives and significance of the research, formulate research plans and plans, ensure that the direction and focus of the research are clear, and be able to solve the key problems faced by customers in the market. Provide effective support for customers' strategy and marketing decisions.

For example, Shangpu Consulting once provided market research services for an internationally renowned automobile brand to help it understand the consumer demand, competition pattern, market potential, etc. in the Chinese market, and provide a basis for its development strategy in the Chinese market. Before the research, Shangpu Consulting conducted in-depth discussions with customers, and clarified that the goal of the research is to provide customers with comprehensive analysis and suggestions on the Chinese market, help customers increase brand awareness and market share, and enhance customers' competitive advantage.

Method Science

When conducting market research, Shangpu Consulting will adopt scientific, reasonable and appropriate methods, select appropriate data sources, sample size, research tools, analysis models, etc. according to the objectives and contents of the research, so as to ensure that the process and results of the research are reliable, can effectively collect, analyze and explain market-related information, and take into account the quality and efficiency of the research.

For example, Shangpu Consulting once provided market research services for a leading domestic e-commerce platform to help it understand users' shopping behavior, preferences, satisfaction, etc., to optimize products and services, and to provide a basis for improving user experience and loyalty. In its research, Shangpu Consulting adopted a variety of methods, including online questionnaires, in-depth interviews, user observation, data mining, etc., collected a large amount of user data and information from different angles and levels, and used advanced statistical and analytical techniques to obtain valuable research.Conclusionand recommendations.

objective content

After conducting market research, Shangpu Consulting will objectively, truthfully and completely present the data and information of the research, which is in line with the actual situation of the market, and can comprehensively, accurately and timely reflect the market demand, competition, changes, etc., to provide strong support for customers' decision-making. Champ Consulting will not subjectively select or interpret data and information, nor will it be affected by various biases and interferences, ensuring the objectivity and validity of the research data and information.

For example, Shangpu Consulting once provided market research services for a well-known domestic educational institution to help it understand the development trend of the education market, user needs, competitive strategies, etc., and provide a basis for the innovation and improvement of educational products and services. After investigation, Shangpu Consulting objectively presented the current situation and future of the education market, pointed out the advantages and disadvantages of educational institutions, put forward the opportunities and challenges of educational institutions, and gave suggestions and plans for educational institutions.

Conclusion

Market research is an important basis for enterprises to formulate strategies and marketing decisions, but in practice, many enterprises or consulting institutions will fall into some misunderstandings, resulting in distorted or invalid research results. This paper analyzes the common misunderstandings of market research from three aspects, namely, the goal is not clear, the method is not scientific, and the content is not objective. Then, taking Shangpu Consulting Company as an example, it introduces its successful experience and cases in market research, and shows how to avoid these misunderstandings and improve the quality and effect of research. It is hoped that this paper can enlighten and help the practice and theory of market research.