Market research is a complex and systematic work, involving the purpose, object, scope, method, process, data, analysis, report and other links of market research, each link requires researchers to have the corresponding knowledge, skills and experience, in order to ensure the quality and effectiveness of market research. The level of market research not only affects the career development of researchers themselves, but also affects the strategic decision-making, product innovation, marketing strategy, risk management and so on. Therefore, to improve the level of market research is the concern of many enterprises and researchers.

So, how to improve the level of market research? This article from the "four L" perspective, namely Learn (learning), Listen (listening), Link (contact) and Lead (lead), put forward some suggestions and methods to improve the level of market research, hoping to be helpful to enterprises and researchers.

(Learn)

Market research is a continuous learning discipline. Market researchers need to constantly learn and update their knowledge, skills and experience to adapt to market changes and customer needs. What market researchers need to learn include:

Basic theories and methods of market research, such as the definition, classification, process, principles, techniques, tools, etc. of market research, as well as related disciplines of market research, such as statistics, psychology, sociology, economics, management, etc;

Practical cases and experience of market research, such as successful and failed cases of market research, best practices of market research, common problems and solutions of market research, etc;

Innovation and development of market research, such as new trends, new methods, new technologies and new applications of market research, as well as frontier fields and hot topics of market research;

Relevant industries and fields of market research, such as market research service objects, service content, service methods, service standards, etc., as well as market research industry characteristics, industry norms, industry trends, etc.

Market researchers can learn through a variety of ways, such as reading professional books, periodicals, reports, etc., participating in professional training, lectures, seminars, etc., paying attention to professional websites, platforms, communities, etc., and communicating with peers, experts, customers, etc. Market researchers should choose appropriate learning methods and learning resources according to their own learning goals, learning styles and learning effects, formulate and implement learning plans, and continue and in-depth learning.

Listen (listen)

Market research is a market and customer-centric work, market researchers need to listen to the voice of the market and customers, understand the market and customer needs, expectations, satisfaction, loyalty, etc., so as to provide valuable information and advice to the market and customers. What market researchers need to listen to include:

Market voices, such as market size, structure, growth, changes, trends, opportunities, challenges, etc., as well as market competitors, partners, regulators, industry associations, etc;

The voice of the customer, such as the customer's characteristics, behavior, preferences, feelings, opinions, feedback, etc., as well as the customer's decision makers, influencers, users, buyers, etc;

Internal voices, such as the company's strategy, goals, problems, needs, resources, capabilities, etc., as well as the company's leaders, colleagues, departments, teams, etc.

Market researchers can listen in a variety of ways, such as observation, interviews, questionnaires, experiments, tests, analysis, evaluation, etc., as well as the use of various data, information, media, channels, etc. Market researchers should choose appropriate listening methods and listening tools according to the purpose, object and content of listening, formulate and implement listening plans, and listen comprehensively and deeply.

Link

Market research is a job that requires the integration and application of a wide range of knowledge and information, market researchers need to contact the internal logic and external relationship between the market and customers, to discover the laws and characteristics of the market and customers, so as to provide insightful analysis and suggestions for the market and customers. The contents that market researchers need to contact include:

Contact the current situation and future of the market and customers, such as the development history, development stage, development direction, development potential, etc. of the market and customers, as well as the change factors, change trends, change impact, etc. of the market and customers;

Contact the demand and supply of the market and customers, such as the demand structure, demand dynamics, demand satisfaction, etc. of the market and customers, as well as the supply structure, supply capacity, supply efficiency, etc. of the market and customers;

Contact market and customer problems and solutions, such as market and customer problem identification, problem analysis, problem evaluation, etc., as well as market and customer solution design, solution implementation, solution evaluation, etc;

Contact the strengths and weaknesses of the market and customers, such as the superior resources, superior capabilities and superior positions of the market and customers, as well as the inferior resources, inferior capabilities and inferior positions of the market and customers;

Market researchers can connect through a variety of methods, such as induction, comparison, classification, correlation, modeling, reasoning, etc., as well as the use of various theories, frameworks, models, methods, etc. Market researchers should select appropriate contact methods and contact tools according to the objectives, contents and results of the contact, formulate and implement contact plans, and make systematic and profound contacts.

Lead (lead)

Market research is a job that needs to provide valuable information and suggestions. Market researchers need to lead the market and customers' cognition and actions, help the market and customers achieve their goals and values, so as to enhance the influence and value of market research. Market researchers need to lead the content includes:

Lead market and customer perceptions, such as market and customer market positioning, market opportunities, market threats, market strategies, etc., as well as market and customer product advantages, product innovation, product differentiation, product pricing, etc;

Lead market and customer actions, such as market entry, market expansion, market maintenance, market exit, etc., as well as market and customer product development, product promotion, product sales, product services, etc;

Lead the evaluation of the market and customers, such as the market effect, market contribution, market satisfaction, market loyalty, etc. of the market and customers, as well as the product effect, product contribution, product satisfaction, product loyalty, etc. of the market and customers;

Lead market and customer improvement, such as market and customer market problems, market risks, market challenges, market countermeasures, etc., as well as market and customer product problems, product risks, product challenges, product countermeasures, etc.

Market researchers can lead in a variety of ways, such as reports, presentations, communication, consultation, training, guidance, etc., as well as the use of various languages, charts, cases, stories, etc. Market researchers should choose appropriate leading methods and leading tools according to the purpose, object and content of leading, formulate and implement leading plans, and lead clearly and effectively.

Conclusion

Market research is an important work, for enterprises and researchers have important significance. Improving the level of market research is the pursuit and responsibility of market researchers. From the perspective of "four L's", namely Learn, Listen, Link and Lead, this paper puts forward some suggestions and methods to improve the level of market research, hoping to inspire and help market researchers.

The content and methods of this paper can also be applied to other types of research, such as user research, competition research, policy research, etc., as long as the corresponding adjustment and optimization according to different research purposes and objects. Market researchers can choose and use the content and methods of this article according to their actual situation and needs, or combine other content and methods to improve their market research level.

The content and methods of this article are not static. Market researchers should constantly update and improve their market research level according to the changes and development of the market and customers, so as to adapt to the needs of the market and customers and provide better services for the market and customers.