Market research refers to the process of collecting, sorting, analyzing and interpreting information about the market, consumers, competitors, etc., to provide the basis and suggestions for the decision-making of enterprises. Market research can help companies understand market demand, consumer behavior, competitive situation, industry trends, etc., so as to formulate effective market strategies, improve market competitiveness, and increase market share.

A market research company is an institution that specializes in market research services. Market research companies usually have the advantages of professional market researchers, advanced data collection and analysis technology, rich industry experience and case library, which can provide customers with comprehensive, accurate and in-depth market information and solutions.

The cooperation mode between the market research company and the customer refers to the working mode and relationship form adopted by both parties when conducting market research projects. Different cooperation models will affect the negotiation, communication and collaboration between the two parties in terms of project objectives, project scope, project process, project cost, project quality, and project effectiveness. Therefore, it is very important to choose the appropriate cooperation mode to ensure the success of the market research project.

According to the literature review, this paper divides the cooperation models between market research companies and customers into the following four types:

Entrustment-Undertaking mode: This is the most common and simplest cooperation mode, that is, the customer entrusts the whole or part of the market research project to the market research company, which is responsible for the project design, data collection, data analysis and report writing, and finally submits the results to the customer and charges a fee. This model is suitable for customers who have clear and specific needs for market research projects and do not require excessive involvement or intervention in the project process. The advantage of this model is that it can save customers' time and resources, let customers focus on their core business, and make full use of the professional ability and experience of market research companies. The disadvantage of this model is that it may lead to information asymmetry and poor communication between the customer and the market research company, thus affecting the quality and effectiveness of the project. For example, a customer may question or be dissatisfied with the methods, data, and conclusions of a market research firm that may not understand or agree with the customer's needs, feedback, and evaluations.

Consulting-Guidance mode: This is a more complex cooperation mode, that is, the customer will complete the main part of the market research project, and the market research company provides consulting and guidance services, such as assisting the customer to develop project plans, providing data collection and analysis tools, audit data quality and report content. This model is suitable for customers to have a high degree of autonomy and participation in market research projects, and have a certain degree of control over the project process. The advantage of this model is that it can enhance the customer's market research capabilities and confidence, while also ensuring the consistency and reliability of project quality and effectiveness. The disadvantage of this model is that it may increase the cost of time and resources for customers, allow them to diversify their core business, and may also result in unclear responsibilities and risks for market research firms. For example, a client may feel dissatisfied or distrustful of the consulting and guidance services of a market research firm, which may feel dissatisfied or irresponsible for the client's ability to perform and the quality of the results.

Cooperation-Co-creation mode: This is a more advanced cooperation mode, that is, customers and market research companies in the market research project to participate in, common decision-making, common implementation, common evaluation, common learning. This model is suitable for customers who are highly innovative and challenging in market research projects, and have a strong willingness and ability to collaborate on the project process. The advantage of this model is that it can realize knowledge sharing, experience exchange, idea collision and value creation between customers and market research companies. The disadvantage of this model is that it may lead to an imbalance in the distribution of rights and benefits between the client and the market research firm, thus affecting the project relationship and effectiveness. For example, the customer may feel unfair or dissatisfied with the contribution or benefits of the market research company, and the market research company may feel unreasonable or unfeasible about the customer's requirements or expectations.

Interaction-Interactive mode: This is a relatively new cooperation mode, that is, customers and market research companies are each other's information providers and information users in market research projects, each other's problem raisers and problem solvers, and each other's value creators and value enjoyment. This model is suitable for customers with high complexity and uncertainty of market research projects, and has strong adaptability and flexibility to the project process. The advantage of this model is that it can realize the exchange of information, mutual solution of problems, mutual increase of value and win-win value between customers and market research companies. The disadvantage of this model is that it can lead to information confusion, problem complexity and value diversification between customers and market research companies. For example, the customer may feel unclear or unimportant to the information or questions of the market research company, and the market research company may feel inaccurate or irrelevant to the customer's information or questions.

Shangpu Consulting is a professional market research company with many years of market research experience and excellent market research team, providing customers with quantitative and qualitative market research services, covering consumer insight, brand strategy, product innovation, marketing effect and other fields. According to the needs and characteristics of different customers, Shangpu Consulting flexibly selects and uses different cooperation modes to achieve the best market research results. The following are some of the specific cases of Champ Consulting Services clients:

Entrustment-Undertaking mode: Shangpu Consulting provides a competitive analysis service in the Chinese market for an internationally renowned automobile brand. Through comprehensive and in-depth research on the scale, structure, trends, opportunities and challenges of the Chinese automobile market, it provides customers with detailed and Accurate reports help customers formulate differentiated and localized automotive strategies for the Chinese market. The client gave high praise and recognition to the professional level and service quality of Champ Consulting.

Consulting-Guidance mode: Shangpu Consulting provides user satisfaction survey service for a leading domestic e-commerce platform. By providing professional questionnaire design, data collection and analysis tools, data quality and report content audit services, it assists customers to complete the measurement and evaluation of their user satisfaction. Through the consulting and guidance services of Shangpu Consulting, customers have improved their market research capabilities and confidence, and at the same time they have obtained accurate and in-depth understanding of user satisfaction.

Cooperation-Co-creation mode: Shangpu Consulting has carried out a product innovation cooperation project with a well-known FMCG brand in China. Through participating in the negotiation, communication and cooperation of project objectives, project scope, project process, project cost, project quality and project effect, it has realized in-depth insight into the needs, preferences and behaviors of target consumers, and based on this joint design and development of new products in line with consumer expectations and brand positioning. In the process of cooperation, customers and Shangpu consulting have realized knowledge sharing, experience exchange, thought collision and value creation.

Interaction-Interactive mode: Shangpu Consulting has conducted a social media marketing effect evaluation project with a domestic emerging social media platform. Through being each other's information provider and information user, each other's problem raiser and problem solver, and each other's value creator and value enjoyment, it has realized a comprehensive and dynamic evaluation of social media marketing activities. In the process of interaction, the customer and Shangpu Consulting have realized the exchange of information, mutual solution of problems, mutual increase of value and mutual win-win value.

In short, the cooperation model between market research companies and customers is a key factor affecting the quality and effectiveness of market research, and different cooperation models have different characteristics, advantages and disadvantages and applicable conditions. As a professional market research company, Shangpu Consulting can flexibly choose and use different cooperation modes according to the needs and characteristics of different customers to achieve the best market research results. Champ Consulting looks forward to establishing long-term and stable cooperative relations with more customers to jointly explore and create market value.