Market research refers to the process of collecting, collating, analyzing and interpreting market-related information to provide a basis and advice for a company's market decisions. The purpose of market research is to understand the current situation and trends of the market, identify market opportunities and problems, assess market potential and risks, formulate market goals and strategies, and monitor market effects and feedback.

The objects of market research include the overall market environment, market segmentation and positioning, market needs and preferences, market competition and advantages, market channels and distribution, market communication and promotion, market satisfaction and loyalty, etc. Market research methods are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the method of measuring and analyzing the quantity, scale, proportion and frequency of the market through mathematical and statistical means, such as questionnaire survey, experimental design, mathematical model and so on. Qualitative research refers to the methods of describing and explaining market feelings, attitudes, motivations, and behaviors through linguistic and psychological means, such as interviews, observations, focus groups, and case studies.

The steps of market research generally include the following stages:

Determine the purpose and scope of the research: clarify the theme, problems, assumptions and objectives of the research, and define the object, content, time and region of the research.

Design research programs and tools: select research methods, techniques and indicators, prepare research plans, budgets and progress, and produce research tools, forms and questionnaires.

Collect research data and information: Obtain the data and information required for research through primary or secondary channels, from internal or external sources, and pay attention to the validity, reliability and representativeness of the data and information.

Organize and analyze research data and information: classify, encode, summarize and clean the collected data and information, use appropriate methods and software to describe, infer, correlate and predict, and extract valuable information and information.Conclusion。

Writing and reporting research results and recommendations: according to the purpose and object of the research, the preparation of research reports,Abstractand annexes, in appropriate form and language, to report the process, results and recommendations of the research to relevant decision makers and stakeholders, and to provide the basis and evidence of the research.

In actual operation, market research should pay attention to the following issues:

Before the research, it is necessary to fully understand the background and current situation of the market, clarify the needs and objectives of the research, formulate a reasonable research plan and budget, and select appropriate research methods and tools to ensure the feasibility and effectiveness of the research.

In the investigation, we should strictly abide by the plan and progress of the investigation, ensure the quality and quantity of the investigation, pay attention to the ethics and laws of the investigation, respect the objects and participants of the investigation, and avoid the deviation and error of the investigation.

After the investigation, it is necessary to organize and analyze the data and information of the investigation in a timely manner, and use scientific methods and techniques to arrive at a reasonableConclusionand recommendations, writing normative reports andAbstract, timely feedback and communication of research results and opinions.

In order to better illustrate the methodology and practice of market research, the following is a case study of market research services provided by Shangpu Consulting for a bottled water brand, taking the bottled (canned) drinking water industry as an example.

Bottled (canned) drinking water refers to the treated and packaged water suitable for human consumption, including purified water, mineral water, functional water, fruity water, etc. The bottled drinking water industry is a highly competitive and rapidly changing industry, which is affected by consumers' needs, preferences, habits, income, health, and environmental protection. Market research plays an important guiding and reference role in the market analysis, strategy formulation and effect evaluation of bottled drinking water enterprises.

Shangpu Consulting Company is a professional market research and consulting service organization with rich industry experience and professional knowledge to provide customized market research and consulting solutions for customers in all walks of life. Shangpu Consulting has provided a market research service for a bottled water brand to help the brand understand its performance and competitiveness in the Chinese market, as well as strategies and suggestions to increase its market share and brand awareness.

The market research services of Shangpu Consulting mainly include the following aspects:

Market environment analysis: by collecting and analyzing data and information on macro-economy, social culture, policies and regulations, technological innovation, etc., to evaluate the development trend and influencing factors of the bottled (can) drinking water industry, and to provide macro reference and basis for the brand's market decision-making.

Market demand analysis: Through the design and implementation of quantitative and qualitative methods such as questionnaires and interviews, we can understand the consumer demand, preferences, habits, motivation and satisfaction of bottled (canned) drinking water, and provide micro guidance and suggestions for the brand's market positioning and product development.

Market competition analysis: by collecting and analyzing the market size, share, growth rate, structure, distribution and other data of the bottled (canned) drinking water industry, as well as the product, price, channel, promotion, brand and other information of the main competitors, evaluate the competitive position and advantages and disadvantages of the brand in the market, and provide an objective basis and reference for the brand's market strategy and competitive countermeasures.

Market channel analysis: through the design and implementation of qualitative and quantitative methods such as observation, interview and experiment, we can understand the type, quantity, coverage, efficiency, cost, profit and other aspects of the distribution channels of bottled (canned) drinking water, as well as the needs, preferences and satisfaction of the channel providers, so as to provide specific suggestions and schemes for the channel management and optimization of the brand.

Market communication analysis: by collecting and analyzing the input, output, effect, impact and other data and information of advertising, public relations, word-of-mouth, social media and other communication methods of drinking water in bottles (cans), as well as feedback on consumers' cognition, attitude and behavior, evaluate the communication strategy and effect of the brand, and provide strong support and guidance for the communication innovation and promotion of the brand.

The market research services of Champu Consulting bring value to the bottled water brand in the following aspects:

It helps the brand to deeply understand the characteristics and changes of the environment, demand, competition, channels and communication of the Chinese market, and provides comprehensive and accurate information and data for the brand's market decision-making.

Helped the brand identify market opportunities and problems, and provided targeted and innovative suggestions and solutions for the brand's market positioning and product development.

It helps the brand to assess the potential and risk of the market, and provides a reasonable and effective basis and reference for the brand's market strategy and competitive countermeasures.

Helped the brand to monitor the effectiveness and feedback of the market, and provided specific and practical suggestions and solutions for the brand's channel management and optimization.

It helps the brand to increase its market share and brand awareness, and provides strong support and guidance for the brand's communication innovation and promotion.