Market research is a method of collecting, analyzing, and interpreting market-related information designed to help businesses and organizations make better decisions. Market research can help companies and organizations understand market needs, preferences, satisfaction, competitiveness, opportunities, threats, etc., so as to develop appropriate market strategies and action plans. The process of market research generally includes the following steps: determining the research purpose and problem, designing the research plan, selecting the research method, collecting data, analyzing the data, and generating reports and recommendations.

Market research companies are professional institutions that provide market research services. They have professional market research personnel, equipment and technology to design and execute market research projects according to customer needs and provide high-quality market research results. The results of the market research company are generally presented in the form of a report, including the following parts: research background and purpose, research methods, data analysis, conclusions and recommendations, appendices. The results of market research companies have important value and significance, they can provide customers with useful market information and guidance to help customers improve market competitiveness and efficiency.

However, the results of market research companies are not an absolute truth, but a kind of reasoning and interpretation based on data. They are affected and restricted by the purpose, method, data, analysis and so on of market research. Therefore, customers and stakeholders need to carefully review and evaluate it to ensure its validity and reliability. In addition, the results of market research companies are not self-evident information, but a kind of knowledge that needs further interpretation and application. They need customers and stakeholders to make reasonable understanding and utilization according to their own situation and objectives in order to realize their maximum value and significance. Therefore, how to correctly analyze and interpret the results of the market research company, as well as find the story and enlightenment behind the data, is a problem that can not be ignored.

This paper takes Shangpu Consulting Group as an example to introduce the basic principles and methods of the results analysis and interpretation of the market research company, as well as the story and enlightenment behind the data, hoping to provide some reference and inspiration for the customers and stakeholders of the market research. Champ Consulting Group is a well-known market research company established in2008Headquartered in Beijing, its business covers various industries and fields worldwide, providing quantitative and qualitative market research services, as well as market strategy and consulting services. This paper selects the Champ Consulting Group in2023The results of a market research project conducted for an automobile manufacturer in 2002 are used as a case study for analysis and interpretation.

The purpose of this market research project is to understand the needs, preferences, satisfaction and loyalty of automobile consumers in the Chinese market, as well as the factors that affect their purchasing behavior, and to provide automobile manufacturers with market strategy and product development suggestions. The market research project used a variety of research methods, including online questionnaires, telephone interviews, focus groups and neuromarketing, to collect a total1000The data of automobile consumers, descriptive statistics, correlation analysis, cluster analysis, factor analysis, regression analysis, etc., generated a detailed market survey report, including the following parts:

Research background and purpose: The background, purpose, scope and problems of market research are introduced, as well as the importance and significance of market research.

Research methods: Introduced the methods of market research, samples, data collection and data analysis process and technology, as well as the advantages and limitations of market research.

Data analysis: Shows the main data and analysis results of market research, including tables, charts, models, etc., as well as the interpretation and description of the data.

Conclusions and recommendations: Summarizes the main findings and conclusions of the market survey, as well as recommendations and recommendations for market strategies and product development for automakers.

Appendix: Provides relevant information on market research, such as questionnaires, interview guides, data sources, references, etc.

The full text of the market research report can be downloaded from the official website of Champ Consulting Group.

The basic principles and methods for the analysis and interpretation of the results of the market survey report are as follows:

The basic principles of result analysis and interpretation are: objective, comprehensive, accurate, logical, based and enlightening. This means that when analyzing and interpreting the results, the following points should be followed:

Objective: Don't be influenced by subjective bias, emotion, interest, etc., respect the original appearance of the data, don't arbitrarily tamper with, ignore, exaggerate or narrow the meaning of the data, don't force the interpretation of the data in order to meet expectations or assumptions, and don't deliberately exaggerate or belittle the value of the data in order to meet the needs or expectations of customers or stakeholders.

Comprehensive: to consider all aspects and levels of the data, do not only focus on one part or one side of the data, to observe and analyze the data from different angles and dimensions, to pay attention to the changes and trends of the data, to pay attention to the differences and heterogeneity of the data, to pay attention to the connection and influence of the data.

Accuracy: to ensure the authenticity and validity of the data, do not use wrong, outdated, incomplete or irrelevant data, to check the source, quality and credibility of the data, to use appropriate data analysis methods and techniques, to avoid errors and deviations in data analysis, to use appropriate data representation, to use accurate data terms and concepts.

Logic: Follow the logic and laws of data analysis, do not violate the internal relations and laws of data, do not use unreasonable data reasoning and interpretation, and do not use data that does not conform to common senseConclusionand recommendations to use clear data analysis structures and processes, and to use strong data analysis evidence and arguments.

Basis: there should be sufficient data analysis basis and support, do not imagine or guess the meaning and value of data, do not use analysis results and suggestions without data support, use sufficient data samples and data volume, use multiple data sources and data types, use multiple data analysis methods and technologies, and use multiple data analysis angles and dimensions.

Inspiring: to have useful data analysis inspiration and value, do not provide useless or meaningless data analysis results and suggestions, to provide data analysis results and suggestions that help customers and stakeholders solve problems and achieve goals, to provide data analysis results and suggestions that help customers and stakeholders understand the current situation and trends of the market, to provide data analysis results and recommendations that help customers and stakeholders identify market opportunities and threats, and to provide data analysis results and recommendations that help customers and stakeholders innovate market strategies and products.

The basic methods of result analysis and interpretation are: description, comparison, association, classification, attribution, prediction, evaluation, suggestion. This means that when analyzing and interpreting the results, the following methods are used:

Description: The basic description and summary of the data, including the distribution, concentration, dispersion, shape, etc. of the data, as well as the average, median, mode, standard deviation, variance, extreme value, etc. of the data, as well as the graphical representation of the data, such as histogram, pie chart, line chart, scatter chart, etc., so that customers and stakeholders can quickly understand the basic characteristics and characteristics of the data.

Comparison: Different comparisons and contrasts of data should be made, including horizontal and vertical comparisons of data, as well as absolute and relative comparisons of data, as well as differences and heterogeneity of data, so that customers and stakeholders can clearly understand the changes and trends of the data, as well as the advantages and differences of the data.

Correlation: Correlation and causal analysis of data, including correlation coefficients, correlation matrices, correlation diagrams, etc., as well as regression analysis, causal analysis, path analysis, etc., to facilitate customers and stakeholders to gain an in-depth understanding of the connection and impact of the data, as well as the causes and results of the data.

Classification: The analysis of data classification and grouping, including data clustering analysis, hierarchical analysis, segmentation analysis, etc., as well as data categories, labels, attributes, etc., so that customers and stakeholders can systematically understand the structure and composition of the data, as well as the types and characteristics of the data.

Attribution: The analysis of attribution and interpretation of the data, including factor analysis, principal component analysis, variance analysis, etc., as well as the factors, components, and variance of the data, so that customers and stakeholders can accurately understand the meaning and meaning of the data, as well as the influencing factors and mechanisms of the data.

Forecast: to forecast and forecast data analysis, including data trend analysis, time series analysis, exponential smoothing method, moving average method, etc., as well as data forecast value, forecast interval, forecast error, etc., so that customers and stakeholders can timely understand the future development and possible changes of data, as well as the uncertainty and risk of data.

Evaluation: To evaluate and evaluate the data, including data effect analysis, benefit analysis, efficiency analysis, sensitivity analysis, etc., as well as data effect, benefit, efficiency, sensitivity, etc., so that customers and stakeholders can fully understand the value and significance of the data, as well as the advantages and disadvantages of the data and room for improvement.

Recommendations: The data should be analyzed for recommendations and recommendations, including data strategy analysis, scenario analysis, recommendation analysis, etc., as well as data strategies, scenarios, recommendations, etc., so that customers and stakeholders can effectively use the data, solve problems and achieve goals, innovate markets and products, and improve competitiveness and efficiency.

The story and revelation behind the data is as follows:

The story behind the data refers to the current situation, trends, opportunities, threats, problems, solutions, etc. of the market reflected by the data. It is the deep meaning and value of the data, and the soul and life of the data. The story behind the data can help customers and stakeholders better understand and use the data, stimulate their interest and emotion, enhance their trust and identity, and facilitate their actions and decisions. The building blocks of the story behind the data include the following:

Theme: The theme of the story behind the data is the core information and main point of view to be conveyed by the data, the soul and core of the story behind the data, and the purpose and meaning of the story behind the data. The theme of the story behind the data should be clear, meaningful, valuable, and inspiring, able to attract the attention and interest of customers and stakeholders, able to guide the thinking and actions of customers and stakeholders, and able to help customers and stakeholders solve problems and achieve goals.

Plot: The plot of the story behind the data is the specific content and details of the current situation, trends, opportunities, threats, problems, solutions, etc. of the market presented by the data, the flesh and skeleton of the story behind the data, and the process and result of the story behind the data. The plot of the story behind the data should be complete, logical, relevant, conflicting and climax, which can show the whole picture and details of the market that customers and stakeholders care about, the changes and trends of the data, the differences and heterogeneity of the data, the connections and influences of the data, the causes and results of the data, and the advantages, disadvantages and differences of the data, demonstrate the value of data.

Meaning: The meaning of the story behind the data is the value and significance of the market expressed by the data, the goal and result of the story behind the data, and the inspiration and value of the story behind the data. The meaning of the story behind the data should be useful, meaningful, valuable and enlightening. It can help customers and stakeholders understand the needs and preferences of the market, help customers and stakeholders understand the opportunities and threats of the market, help customers and stakeholders understand the strategies and products of the market, and help customers and stakeholders improve the competitiveness and efficiency of the market, ability to help customers and stakeholders innovate markets and products.

Role: The role of the story behind the data is the participants and stakeholders of the market involved in the data, the subject and object of the story behind the data, and the driving force and influence of the story behind the data. The role of the story behind the data should be specific, characteristic, personalized, and emotional. It can show the needs and preferences of customers and stakeholders, and can show the behavior and motivation of customers and stakeholders. The satisfaction and loyalty of customers and stakeholders can show the problems and difficulties of customers and stakeholders, and the expectations and goals of customers and stakeholders.

Emotion: The emotion of the story behind the data is the emotion and emotion of the market triggered by the data, the atmosphere and color of the story behind the data, and the infection and influence of the story behind the data. The emotion of the story behind the data should be real, powerful, changeable and conflicting. It can show the joys and sorrows of customers and stakeholders, the trust and recognition of customers and stakeholders, the interest and passion of customers and stakeholders, the doubts and perplexities of customers and stakeholders, and the challenges and risks of customers and stakeholders.

The inspiration behind the data refers to the inspiration and value of the market provided by the data, the application and utilization of the data, and the extension and expansion of the data. The enlightenment behind the data can help customers and stakeholders to better use and apply the data, improve the value and meaning of the data, and create the value and meaning of the data. The building blocks of the revelation behind the data include the following:

Problem: The problem behind the data is the problem and difficulty of the market that the data is to solve, the demand and motivation of the data, and the purpose and meaning of the data. The problems behind the data should be specific, meaningful, valuable and challenging, and can reflect the reality and dilemma of the market faced by customers and stakeholders, the goals and expectations of the market pursued by customers and stakeholders, and the information and guidance of the market required by customers and stakeholders, strategies and products that reflect the needs of customers and stakeholders in the market.

Solution: The solution behind the data is the solution and suggestion of the market provided by the data, the result and value of the data, and the application and utilization of the data. The enlightenment solution behind the data should be feasible, effective, innovative and enlightening, which can help customers and stakeholders solve market problems and difficulties, help customers and stakeholders achieve market goals and expectations, help customers and stakeholders improve market competitiveness and efficiency, and help customers and stakeholders innovate market strategies and products.

Value: The value of the revelation behind the data is the value and significance of the market created by the data, the impact and contribution of the data, and the extension and expansion of the data. The value of the revelation behind the data should be useful, meaningful, valuable and enlightening, able to provide customers and stakeholders with market information and guidance, able to provide customers and stakeholders with market opportunities and threats, able to provide customers and stakeholders with market strategies and products, and able to provide customers and stakeholders with market competitiveness and benefits, be able to provide customers and stakeholders with market innovation and change.

In the case of Champ Consulting Group, the story and revelation behind the data is as follows:

The theme of the story behind the data is: the demand, preference, satisfaction and loyalty of automobile consumers in the Chinese market, as well as the factors that affect their purchasing behavior, are an important basis and guidance for automobile manufacturers to formulate market strategies and product development.

The plot of the story behind the data is: According to data analysis, car consumers in the Chinese market can be divided into four types, namely: brand loyalists, function pursuers, price-sensitive and environmentally conscious. These four types of consumers have obvious differences and characteristics in terms of demand, preference, satisfaction and loyalty, and are also affected by many factors, such as personal characteristics, social factors, psychological factors, situational factors, etc. Data analysis also shows that the needs and preferences of automobile consumers in the Chinese market are constantly changing and upgrading. They pay more and more attention to the quality, performance, safety, comfort, intelligence, environmental protection and other aspects of automobiles. At the same time, they are also paying more and more attention to the personalization, differentiation and innovation of automobiles. Data analysis also shows that the satisfaction and loyalty of automobile consumers in the Chinese market are not high. They have certain dissatisfaction and distrust of existing automobile brands and products. They have higher expectations and curiosity about new automobile brands and products. They have a strong tendency to explore and try their car purchase behavior.

The significance of the story behind the data is: the demand, preference, satisfaction and loyalty of automobile consumers in the Chinese market reflected by the data, as well as the factors affecting their purchasing behavior, are of great value and significance to automobile manufacturers. They can help automobile manufacturers understand the current situation and trend of the market, discover the opportunities and threats of the market, and formulate appropriate market strategies and product development, Improve the competitiveness and efficiency of the market.

The role of the story behind the data is: car consumers in the Chinese market, they are the subject and object of the data, they are the participants and stakeholders of the market, and they are the driving force and influence of the market. They have different needs and preferences, different levels of satisfaction and loyalty, different behaviors and motivations, different problems and difficulties, and different expectations and goals. They are the protagonists and heroes of the story behind the data, and they are the audience and beneficiaries of the story behind the data.

The emotion of the story behind the data is: the emotion and emotion of the car consumers in the Chinese market, they are the atmosphere and color of the data, they are the infection and influence of the data. They have different joys and sorrows, different trust and recognition, different interests and passions, different doubts and puzzles, different challenges and adventures. They are the carriers and expressers of the emotion and emotion of the story behind the data, and they are the susceptors and creators of the emotion and emotion of the story behind the data.

The questions behind the data are: how to meet the needs and preferences of automobile consumers in the Chinese market, how to improve the satisfaction and loyalty of automobile consumers in the Chinese market, how to influence the purchase behavior of automobile consumers in the Chinese market, how to establish and maintain the competitive advantage and market position of automobile manufacturers in the Chinese market, how to innovate and develop the strategies and products of automobile manufacturers in the Chinese market. These questions are the need and motivation of data, the purpose and meaning of data, and the source and motivation of the value and meaning of data.

The solution to the revelation behind the data is: According to data analysis, automakers can take the following solutions and suggestions to solve the problem of the revelation behind the data, to use and apply the data, to improve the value and meaning of the data, to create the value and meaning of the data. These solutions and suggestions are the result and value of data, the application and utilization of data, and the embodiment and realization of the value and significance of data.

For brand loyalists, automakers can take the following solutions and recommendations:

Enhance the brand's popularity, reputation, credibility and loyalty, spread the brand's image, value, concept and culture through advertising, public relations, word-of-mouth, social media, etc., create brand personality, difference, innovation and leadership, and establish brand Communities, clubs, loyalty programs, etc., increase brand stickiness and loyalty.

Maintain the stability, reliability, safety and quality of the brand, through continuous research and development, innovation, improvement and optimization, improve the performance, function, efficiency and durability of the brand, ensure the quality, safety, service and guarantee of the brand, and meet the brand The high standards and high requirements of loyal people increase the trust and recognition of the brand.

Provide brand diversity, selectivity, flexibility and customization, through the introduction of different series, styles, colors, configurations and functions, to meet the different needs and preferences of brand loyalists, to provide brand personalization, customization, and exclusivity And characteristic, to meet the different personalities and styles of brand loyalists, and increase the attractiveness and charm of the brand.

For feature suitors, automakers can take the following solutions and recommendations:

Strengthen the performance, function, efficiency and intelligence of the car, improve the power, control, comfort, energy saving and environmental protection of the car by introducing the latest technologies, materials, designs and concepts, and introduce artificial intelligence, Internet of Things, cloud computing, big data, etc. Improve the intelligence, interconnection, automation and convenience of the car, meet the high-level and high quality needs and preferences of function suitors, and increase the competitiveness and advantages of the car.

Enrich the functions, configurations, accessories and services of the car, by providing different functions, configurations, accessories and services, to meet the different needs and preferences of the function pursuers, to provide the multi-function, multi-purpose, multi-scene and multi-value of the car, to meet the different uses and scenarios of the function pursuers, and to increase the functionality and practicability of the car.

Optimize the combination and collocation of car functions, configurations, accessories and services. By analyzing the needs and preferences of function pursuers, provide the most suitable combination and collocation of functions, configurations, accessories and services, provide the best performance and efficiency of the car, Intelligence and value, satisfy the best experience and feelings of function pursuers, and increase the satisfaction and loyalty of the car.

For price-sensitive people, car manufacturers can take the following solutions and suggestions:

Reduce the prices, costs and expenses of automobiles, reduce the costs and expenses of automobile production, transportation, sales and maintenance through the use of more economical technologies, materials, designs and concepts, and adopt more reasonable pricing, promotions, discounts and rebates, Reduce the prices and expenses for the purchase, use and ownership of automobiles to meet the low-cost and cost-effective needs and preferences of price-sensitive people, increase the affordability and acceptability of cars.

Increase the value, benefit and return of the car, by providing higher performance, function, efficiency and intelligence, improve the value and benefit of the use, enjoyment and preservation of the car, by providing better service, guarantee and maintenance, improve the safety of the car, Reliable and durable value and benefit, by providing more opportunities, threats and challenges, improve the innovation, change and leading value and efficiency of automobiles, meet the high value and high return needs and preferences of price-sensitive people, and increase the sense of value and return of automobiles.

Balance the relationship between the price, value, benefit and return of the car, provide the most suitable price, value, benefit and return relationship by analyzing the needs and preferences of the price-sensitive person, and provide the best price-performance ratio, benefit ratio and return ratio of the car, Satisfy the best choice and decision of the price-sensitive person, increase the confidence and trust of the car.

For the environmentally conscious, car manufacturers can take the following solutions and recommendations:

Improve the environmental protection, energy saving and sustainability of automobiles, reduce automobile emissions, pollution, noise and energy consumption by adopting more environmentally friendly technologies, materials, designs and concepts, and improve the cleanliness, greenness, low carbon and recycling of automobiles. Meet the environmental protection and energy-saving needs and preferences of environmentally conscious people, and increase the social responsibility and civic awareness of automobiles.

Promote the environmental protection concept, culture and action of automobiles, spread the environmental protection image, value, concept and culture of automobiles through publicity, education, advocacy and demonstration, guide and encourage the environmental awareness, attitude and behavior of environmental protection consciousness, establish and develop environmental protection communities, organizations, activities and rewards of automobiles, and increase the environmental protection impact and contribution of automobiles.

Cooperate with the environmental protection stakeholders of automobiles, establish and maintain good relations and cooperation with environmental protection stakeholders such as government, society, media, consumers, competitors, etc., jointly formulate and implement automobile environmental protection standards, specifications, policies and regulations, jointly develop and promote automobile environmental protection technologies, products and services, and jointly participate in and support automobile environmental protection projects, plans and actions, increase the car's environmental cooperation and win-win.