Market research is a comprehensive work involving many fields and industries, which requires market researchers to have good professional knowledge, analytical ability, communication ability, innovation ability and so on. As a professional organization providing market research services, market research companies need to conduct systematic training and assessment of employees to improve their business capabilities and service quality to meet the different needs of customers. As a professional market research consulting company, Shangpu Consulting has many years of industry experience and rich customer cases. This article will introduce Shangpu Consulting's training and assessment experience and practices in the field of market research from the following aspects.

1. training objectives

The training goal of market research company is to improve the professional quality and service level of employees, so that employees can adapt to different project needs, and provide customers with high-quality market research reports and consulting suggestions. Specifically, the training objectives of the market research company include the following aspects:

Enhance the staff's understanding and mastery of the basic theories, methods, processes and norms of market research;

Improve employees' understanding and analysis of market status, development trends, and competitive landscape in different fields and industries;

Develop the ability of employees to use various data sources, data analysis tools, data display skills, etc. for effective data collection, processing, presentation and interpretation;

Training staff according to customer needs and project objectives, design reasonable research plan, develop feasible research plan, organize effective research implementation, write standardized research report ability;

Cultivate the ability of employees to put forward valuable market insights, business strategies, action suggestions, etc. according to the research results, and to communicate effectively with customers;

Cultivate employees to continuously learn new knowledge, new skills, new thinking, maintain innovation and creativity, and adapt to changes in the market and customer needs.

2. training content

The training content of the market research company mainly includes the following aspects:

Basic knowledge of market research: including the definition, classification, functions, principles and steps of market research;

Market research methodology: including qualitative and quantitative methods, main data sources and acquisition methods, common data analysis models and techniques, etc;

Market research project management: including project initiation and planning, project organization and implementation, project monitoring and risk management, project summary and evaluation, etc;

Market research report writing: including report structure and content, report language and format, report charts and attachments, etc;

Market research consulting services: including customer demand analysis, consulting program design, consulting process management, consulting results presentation, consulting effect evaluation, etc;

Market research professional field and industry knowledge: including market overview, market size, market structure, market characteristics, market trends, market opportunities, market challenges, etc. in different fields and industries;

New market research knowledge and skills: including the latest market research theories and methods, the latest market research tools and software, the latest market research cases and experience.

3. training methods

The training methods of market research companies mainly adopt the following forms:

Internal training: senior market research experts or managers within the company, regular or irregular systematic training of employees, covering all aspects of the above content, using lectures, discussions, case studies and other methods;

External training: the company entrusts external professional training institutions or individuals to customize or select appropriate training courses according to the company's training needs, using online or offline methods;

On-the-job training: the company arranges employees to participate in actual market research projects, and improves employees' business ability and experience accumulation through practical learning and guidance;

Autonomous learning: employees choose appropriate learning resources, such as books, magazines, online courses, professional forums, etc., for self-learning and improvement according to their own career development plans and job requirements.

4. training effect evaluation

The training effectiveness of market research companies is evaluated in the following ways:

Training satisfaction assessment: through questionnaires or oral feedback, to understand the staff's satisfaction and suggestions on training content, methods, processes, effects, etc;

Training knowledge assessment: through written or oral examination, assessment of staff on the training content of the mastery and understanding ability;

Training skills assessment: through simulation or actual operation, assess the skill level of employees using training content for data analysis, report writing, consulting services, etc;

Training conversion evaluation: through project appraisal or performance appraisal, the conversion rate and effect of employees applying training content to actual work are evaluated.

5. employee appraisal

The staff assessment of the market research company is mainly carried out from the following aspects:

Project assessment: according to the market research projects in which employees participate, assess the role of employees in the project, task completion, contribution and other aspects;

Performance appraisal: according to the department or team to which the employee belongs, the performance indicators completed by the employee in a certain period are assessed, such as the number of projects, project income, project profit, etc;

Competency assessment: according to the employee's rank or position, assess the employee's professional ability, management ability, communication ability and other aspects;

Quality assessment: according to the market research report and advice provided by the staff, assess the quality of the staff's work, such as the accuracy of the report, standardization, logic, innovation and other aspects;

Customer assessment: according to the customers served by the staff, the staff's customer satisfaction, customer loyalty, customer reputation and other aspects;

Learning assessment: according to the training and independent learning that employees participate in, assess employees' learning enthusiasm, learning effect, learning transformation and other aspects.

6. specific cases

In order to better illustrate the experience and practice of training and assessment in the field of market research, this paper selects the following two specific cases for analysis:

Case 1: Champ Consulting provides research and consulting services on China's automobile market for an internationally renowned automobile manufacturer. The project is headed by a senior project manager at Champ Consulting, who leads a team5A project team of market researchers. After sufficient preparation for market research, the project team used a variety of data collection methods, such as literature analysis, online surveys, expert interviews, consumer interviews, etc., to collect a large amount of data and information about the Chinese auto market. The project team used the data analysis software independently developed by Shangpu Consulting to conduct an in-depth analysis of the collected data, and came to the conclusions of the current situation, development trend, consumer demand, and competitive landscape of the Chinese auto market. According to the customer's expectations and goals, the project team wrote a detailed market research report and put forward strategic suggestions and action plans for the Chinese automobile market. The project team also communicated with the customer many times, answered the customer's questions and concerns, and was highly recognized and praised by the customer.

This case reflects the following training and assessment experience and practices of Champ Consulting in the field of market research:

Shangpu Consulting has conducted systematic training for project managers and market researchers, enabling them to master the professional knowledge and market research methods of the automotive industry;

Champ Consulting trained the project team in project management and consulting services to enable them to effectively organize and implement projects and communicate well with customers;

Shangpu Consulting conducted project appraisal and performance appraisal for the project team, assessing their task completion and performance indicators in the project;

Champu Consulting conducted quality assessment and customer assessment on the project team, assessing the quality of the reports and suggestions they provided and customer satisfaction;

Shangpu Consulting conducted a learning assessment on the project team to assess the new knowledge and skills they learned in the project.

Case 2: Shangpu Consulting provides research and consulting services on user behavior analysis and user portrait construction for a leading e-commerce platform in China. The project is headed by a new project manager at Champ Consulting, who leads a team3A project team of market researchers. After conducting adequate training on user behavior analysis and user portrait construction, the project team used the big data platform provided by the customer to sample and screen the customer's user data and obtained a representative sample of users. The project team used the user behavior analysis and user portrait construction tools independently developed by Shangpu Consulting to conduct a multi-dimensional analysis of the user sample, and obtained the characteristics of the user's basic attributes, consumption habits, shopping preferences, behavior patterns and so on. Based on the results of the analysis, the project team divided the users into several different subgroups and constructed a representative user portrait for each group. The project team wrote a concise market research report based on the customer's expectations and goals, and put forward marketing strategies and operational recommendations for different user groups. The project team also communicated with the customer many times, demonstrated the effect and value of the user portrait, and was highly recognized and praised by the customer.

This case reflects the following training and assessment experience and practices of Champ Consulting in the field of market research:

Shangpu Consulting has trained project managers and market researchers in professional fields and industry knowledge, so that they can master the professional knowledge of the e-commerce industry and the methods of user behavior analysis and user portrait construction;

Champ Consulting has trained the project team with new knowledge and skills, enabling them to use the big data platform and the tools independently developed by Champ Consulting for effective data analysis;

Shangpu Consulting conducted project appraisal and performance appraisal for the project team, assessing their task completion and performance indicators in the project;

Champu Consulting conducted quality assessment and customer assessment on the project team, assessing the quality of the reports and suggestions they provided and customer satisfaction;

Shangpu Consulting conducted a learning assessment on the project team to assess the new knowledge and skills they learned in the project.

7. epilogue

Market research is a highly professional work, which requires market research companies to conduct systematic training and assessment of employees to improve their business capabilities and service quality. As a professional market research consulting company, Shangpu Consulting has many years of industry experience and rich customer cases, and has its own unique training and assessment experience and practices in the field of market research. This paper introduces the experience and practice of Shangpu Consulting in the field of market research from the aspects of training objectives, training contents, training methods, training effect evaluation and staff assessment of market research companies, and analyzes them with specific cases. I hope this article can be helpful to market research companies or those who are interested in market research.