Market research refers to the systematic and objective collection, collation and analysis of various information or data on marketing activities to help marketing managers make effective marketing decisions. Market research is an important basis for advertising and marketing, which can help clients understand the characteristics and changes of target markets, consumers, competitors and the environment, so as to develop effective advertising and marketing strategies. Advertising refers to the activities of transmitting certain information to a specific audience in order to achieve a certain purpose through a certain medium. Marketing refers to the activities of creating, delivering and exchanging valuable products or services in order to meet the needs of the market and customers. The purpose of advertising and marketing is to attract and retain customers, increase brand awareness and reputation, improve the sales and profits of products or services, and achieve the development goals of enterprises.

As a professional service provider, market research companies can provide systematic, objective and valuable information and analysis, as well as innovative, attractive and in line with the needs of advertising and marketing programs. The scope of services of market research companies includes market analysis, consumer behavior analysis, competitor analysis, advertising planning, marketing planning, advertising effectiveness evaluation, marketing effectiveness evaluation, etc. The service objects of market research companies include enterprises, government agencies and social organizations in all walks of life. The service methods of market research companies include customized services, standard services, consulting services, etc. The service quality of a market research company depends on its professional level, experience accumulation, creative ability, customer relationship, etc.

Champ Consulting Group is a well-known market research company established in2008years, for more5000Home customers to provide professional market research services. The service areas of Shangpu Consulting Group include consumer goods, automotive, finance, medical, media, retail, tourism, energy, etc. Its services include market analysis, consumer insight, brand strategy, creative development, media optimization, effect evaluation, etc. The service characteristics of Shangpu Consulting Group are customer-centric, data-driven, innovation-oriented, and result-oriented, providing customers with tailor-made, comprehensive, efficient and high-quality market research services.

Taking Shangpu Consulting Group as an example, this paper introduces the main steps and methods of how market research companies help clients design attractive advertising and marketing programs, including determining the purpose and scope of research, selecting research methods and tools, collecting and analyzing data, making suggestions and programs, evaluating and improving effects, etc. This paper also analyzes the challenges and opportunities faced by market research companies in helping clients design attractive advertising and marketing programs, as well as the strategies and measures to deal with them.

1. determine the purpose and scope of research

The first step in market research is to determine the purpose and scope of the research, that is, to clarify the problems and objects of the research. The purpose of market research is to solve the problems or challenges encountered by the client in advertising and marketing, or to discover the opportunities or potential of the client in advertising and marketing. The target of market research is the market, consumers, competitors and environment related to the client's advertising and marketing activities. There are several ways to determine the purpose and scope of the research:

（1) Communicate with the client to understand the client's background, objectives, needs, expectations, budget, etc., and clarify what information and answers the client wants to get through market research, as well as the target market, target consumers, target competitors, etc. of the client's advertising and marketing activities.

（2) Analyze the current situation of the client, including the characteristics, advantages, disadvantages and differentiation of the client's products or services, the history, current situation, effects and problems of the client's advertising and marketing activities, the brand image, popularity, reputation and loyalty of the client, and the market share, sales volume and profit margin of the client.

（3) Analyze the industry and market situation of the client, including the scale, growth rate, structure, trend, opportunity and threat of the industry and market, the policies, regulations, standards and habits of the industry and market, and the technology, innovation and change of the industry and market.

（4) Analyze the characteristics of the client's target consumers, including consumer demographic characteristics, psychological characteristics, behavioral characteristics, consumer demand, motivation, attitude, preference, satisfaction, consumer purchase process, purchase decision, purchase behavior, etc.

（62) Analyze the situation of the client's target competitors, including the characteristics, advantages, disadvantages and differentiation of competitors' products or services, the history, current situation, effects and problems of competitors' advertising and marketing activities, the brand image, popularity, reputation and loyalty of competitors, and the market share, sales volume and profit margin of competitors.

（7) Based on the above analysis, determine the main problems and assumptions of the research, as well as the main objects and scope of the research. For example, the main question of the research may be: What is the demand and potential of the client's product or service in the target market? What are the buying behaviors and preferences of the client's target consumers? What are the advantages and disadvantages of the principal's target competitors? What are the effects and problems of the client's advertising and marketing activities? What is the brand image and reputation of the client? The main objects of the research may be: consumers, competitors, experts, media, etc. in the target market. The main areas of research may be: the size, structure, trends, opportunities, threats, etc. of the target market.

2. selection of research methods and tools

The second step of market research is to select research methods and tools, that is, to determine the methods and means of research. There are two main types of market research methods: quantitative research and qualitative research. Quantitative research refers to the collection, analysis and interpretation of large amounts of data through mathematical and statistical methods to obtain objective, quantifiable and comparable results. Qualitative research refers to the collection, analysis and interpretation of a small amount of data through non-mathematical and non-statistical methods to obtain subjective, in-depth and detailed results. There are many tools for market research, including questionnaires, interviews, observations, experiments, literature, cases, etc. There are several ways to select research methods and tools:

（1) According to the purpose and scope of the research, determine the type and level of research, that is, to conduct exploratory, descriptive or causal research, whether to conduct macro, meso or micro research. Exploratory research is preliminary, open, and flexible research conducted to identify problems or opportunities, or to form hypotheses or concepts. Descriptive research is systematic, structural, and normative research conducted to describe the characteristics or state of the market or consumer, or to verify assumptions or concepts. Causal research refers to rigorous, controlled, experimental research conducted to determine causal relationships between variables, or to predict changes in variables. Macro research refers to the research of the whole market or industry, meso research refers to the research of a certain market segment or field, and micro research refers to the research of a certain product or service.

（2) According to the type and level of research, determine the methods and tools of research, that is, whether to use quantitative research or qualitative research, whether to use questionnaires or interviews, whether to use observation or experiments, whether to use literature or cases. Generally speaking, exploratory research and micro-research are more suitable for qualitative research, descriptive research and macro-research are more suitable for quantitative research, causal research and meso-research can use a combination of quantitative research and qualitative research. Questionnaire is a commonly used quantitative research tool. It can issue a series of standardized questions to a large number of research objects through email, telephone, Internet, face-to-face, etc., to collect their opinions, attitudes, behaviors and other data.

Interviews are a commonly used qualitative research tool, which can ask a small number of survey subjects some open-ended questions through telephone, Internet, face-to-face, etc., in order to collect their thoughts, feelings, experiences and other data. Observation is a tool that can be used for both quantitative and qualitative research. It can directly or indirectly observe and record the behavior, environment, and reaction of the research object through manual or machine methods. Experiments are a tool used primarily for causal research, which allows for different treatments of survey subjects by controlling variables to observe and compare their reactions and results. Literature is a tool mainly used for exploratory research. It can collect and analyze information and materials related to the research topic by consulting existing books, newspapers, networks, databases, etc. A case is a tool mainly used for descriptive and qualitative research, which can reveal and summarize the characteristics, causes, processes, results, etc. of a particular event or phenomenon by selecting and studying it.

（3) According to the methods and tools of the research, determine the design and implementation of the research, that is, formulate the plan and process of the research, select the samples and channels of the research, prepare the guidelines and questionnaires of the research, arrange the time and personnel of the research, etc. The design and implementation of the survey should follow the following principles: validity, feasibility, reliability, representativeness, objectivity, flexibility, etc. Effectiveness means that the methods and tools of the research can effectively solve the problems and purposes of the research. Feasibility means that the methods and tools of the research can be implemented under the conditions of the client's budget, time and resources. Reliability refers to the ability of research methods and tools to produce consistent, stable, and reproducible results. Representative means that the sample of the survey can reflect the overall characteristics and distribution of the survey. Objectivity is the ability of research methods and tools to avoid or reduce subjective, biased, and misleading influences. Flexibility means that the methods and tools of the research can be adjusted and improved according to the actual situation of the research.

3. collection and analysis of data

The third step of market research is to collect and analyze data, that is, to obtain and process the information and results of the research. Data collection refers to the collection of data related to the problem and purpose of the research from the object and channel of the research through the methods and tools of the research. Analysis of data refers to the collation, induction, classification, comparison, calculation, statistics, interpretation, etc. of the collected data through appropriate techniques and methods to obtain meaningful and valuableConclusionAnd the answer. There are several ways to collect and analyze data:

（1) According to the research methods and tools, determine the type and source of data, that is, whether the collected data is quantitative or qualitative, first-hand or second-hand, active or passive, structured or unstructured, etc. Quantitative data refers to data that can be represented numerically or statistically, such as age, income, ratings, etc. Qualitative data refers to data that cannot be represented by numbers or statistics, such as opinions, feelings, experiences, etc. First-hand data refers to the data collected directly from the research subjects through research methods and tools, such as questionnaires, interviews, observations, experiments, etc. Second-hand data refers to data collected by consulting existing data or data, such as literature, cases, databases, etc. Active data refers to the data provided by the research object, such as questionnaires and interviews. Passive data refers to the data generated passively by the research object, such as observation and experiment. Structured data refers to data with fixed formats and rules, such as numbers, tables, charts, etc. Unstructured data refers to data without fixed formats and rules, such as text, pictures, videos, etc.

（2) According to the type and source of the data, determine the collection and storage of the data, that is, select the appropriate data collection and storage method and platform to ensure the integrity, accuracy, security, and availability of the data. There are many ways to collect and store data, including paper, electronic, network, cloud, etc. There are many platforms for data collection and storage, including computers, mobile phones, tablets, servers, etc. The collection and storage of data should follow the following principles: timeliness, validity, consistency, standardization, backup, etc. Timeliness means that data should be stored and processed as soon as possible after collection to avoid data loss or corruption. Validity means that the data should meet the purpose and requirements of the research to avoid irrelevant or redundant data. Consistency means that data should be kept in the same format and units to avoid confusion or errors in the data. Standardization means that data should follow certain norms and rules to facilitate data identification and analysis. Backup means that multiple copies of data should be copied and saved to prevent data loss or corruption.

（3) According to the collection and storage of the data, determine the analysis and presentation of the data, that is, select the appropriate data analysis and presentation technology and methods to extract the information and value of the data, and display the data.ConclusionAnd the answer. There are a variety of techniques and methods for analyzing and presenting data, including descriptive analysis, inferential analysis, predictive analysis, exploratory analysis, etc., as well as text, numbers, tables, charts, and graphs. The analysis and presentation of data should follow the following principles: simplicity, clarity, logic, credibility, interesting, etc. Simplicity means that the analysis and presentation of data should remove redundant, repetitive, and useless content to highlight the core and focus of the data. Clarity means that the analysis and presentation of data should use easy-to-understand, unambiguous, and non-misleading language and symbols to avoid ambiguity and confusion of data. Logic means that the analysis and presentation of data should follow a certain order and structure to reflect the correlation and cause and effect of the data. Credibility means that the analysis and presentation of data should be based on facts and evidence to support the data.ConclusionAnd the answer. Interesting means that the analysis and presentation of data should be done in a creative, engaging, and emotional way to stimulate interest and resonance with the data.

4. recommendations and proposals

The fourth step of market research is to put forward suggestions and plans, that is, according to the analysis and presentation of data, to provide targeted, feasible and innovative advertising and marketing programs for the entrusting party. Advertising and marketing programs are specific, detailed, operational plans and strategies for advertising and marketing activities developed to achieve the advertising and marketing objectives of the client. Advertising and marketing programs include advertising and marketing objectives, objects, information, media, budget, time, evaluation, etc. There are several ways to make recommendations and programmes:

（1) according to the dataConclusionAnd the answer, determine the advertising and marketing objectives, that is, clear the client wants to achieve through advertising and marketing activities and results. The objectives of advertising and marketing should follow the following principles: concreteness, measurability, realizability, relevance, timeliness, etc. Specificity means that the objectives of advertising and marketing should clearly express the specific, clear and clear results and results that the client wants to achieve, such as increasing brand awareness and product sales. Measurability means that advertising and marketing objectives should be quantifiable and measurable in numerical or statistical terms, such as increasing brand awareness10%Increase product sales20%Wait.

Realizability means that the objectives of advertising and marketing should be in line with the actual situation and ability of the client, as well as the conditions and laws of the market, such as increasing brand awareness.10%Increase product sales20%It can be achieved under the conditions of the client's budget, time and resources. Relevance means that advertising and marketing objectives should be consistent with the client's overall goals and strategies, as well as with market needs and trends, such as increasing brand awareness.10%Increase product sales20%It is to achieve the client's development goals and competitive advantages, as well as to meet the needs and potential of the market. Timeliness means that advertising and marketing objectives should be set within certain time limits and stages to facilitate monitoring and evaluation, such as increasing brand awareness.10%Increase product sales20%is achieved within a year or half a year or a quarter.

（2) According to the objectives of advertising and marketing, determine the target of advertising and marketing, that is, to clarify the people and groups that the client wishes to influence and attract through advertising and marketing activities. The object of advertising and marketing should follow the following principles: segmentation, accessibility, responsiveness, value, etc. Segmentation means that the objects of advertising and marketing should be divided and classified in a detailed, meaningful and differentiated manner according to the characteristics and changes of the market and consumers, such as dividing the market and consumers into different market segments and target markets according to demographic characteristics, psychological characteristics, behavioral characteristics, etc.

Acceptability means that the target of advertising and marketing should be able to receive advertising and marketing information and activities from the client through effective, appropriate and diverse media and channels, such as television, newspapers, networks, social media, emails, and text messages. Wait. Reactive means that the object of advertising and marketing should have a certain interest, demand, motivation, attitude, behavior, etc., such as cognition, memory, evaluation, purchase, recommend, etc., to the advertising and marketing information and activities of the client. Valorability means that the object of advertising and marketing should have a certain consumption ability and willingness to consume the client's products or services, as well as a certain degree of loyalty and support for the client's brand.

（3) According to the objectives and objects of advertising and marketing, determine the information of advertising and marketing, that is, to clarify the content and information that the entrusting party wants to convey through advertising and marketing activities. Advertising and marketing messages should follow the following principles: relevance, usefulness, fun, simplicity, clarity, authenticity, consistency, etc. Relevance means that the advertising and marketing information should be consistent with the characteristics and advantages of the client's product or service, as well as the needs and preferences of the advertising and marketing objectives and targets, such as highlighting the function, performance, quality, price, etc. of the product or service.

Usefulness means that advertising and marketing information should be able to provide valuable, useful, and instructive information to the target of advertising and marketing, such as how to use the product or service provided, precautions, warranty policies, etc. Interesting refers to the advertising and marketing information should be able to attract the attention and interest of the advertising and marketing object, stimulate the advertising and marketing object of emotion and resonance, such as the use of humor, story, metaphor and so on. Simplicity means that advertising and marketing information should be as concise as possible, avoiding lengthy and complex, in order to facilitate the understanding and memory of advertising and marketing objects, such as the use of slogans, slogans, icons, etc. Clarity means that the information of advertising and marketing should be expressed clearly, without ambiguity and without misleading, so as to avoid confusion and misunderstanding of the objects of advertising and marketing, such as using clear, accurate and easy-to-understand language and symbols. Authenticity means that advertising and marketing information should be based on facts and evidence, avoiding falsehood and exaggeration, in order to increase the trust and trust of advertising and marketing objects, such as the use of data, certificates, evaluations, etc. Consistency means that the advertising and marketing information should be consistent with the client's brand image and brand philosophy to establish the identity and loyalty of the advertising and marketing target, such as the use of brand name, logo, color, style, etc.

（4) According to the objectives, objects and information of advertising and marketing, determine the media of advertising and marketing, that is, to clarify the media and channels through which the principal wishes to convey advertising and marketing information and activities to the target of advertising and marketing. The media of advertising and marketing should follow the following principles: coverage, pertinence, interactivity, innovation, cost-effectiveness, etc. Coverage means that the media of advertising and marketing should be able to cover the maximum number and widest range of advertising and marketing objects in order to improve the communication effect of advertising and marketing information and activities, such as the use of television, newspapers, the Internet, etc.

Targeting means that the medium of advertising and marketing should be able to target the characteristics and behavior of the target of advertising and marketing in order to improve the impact of advertising and marketing messages and activities, such as the use of social media, email, text messages, etc. Interactivity means that the media of advertising and marketing should be able to communicate and communicate effectively, timely and two-way with the target of advertising and marketing, so as to improve the participation effect of advertising and marketing information and activities, such as the use of the Internet, social media, telephone, etc. Innovation means that the medium of advertising and marketing should be able to use novel, interesting and attractive ways to improve the differentiation effect of advertising and marketing messages and activities, such as the use of virtual reality, augmented reality, artificial intelligence, etc. Cost-effectiveness means that the medium of advertising and marketing should be able to generate maximum benefits and results with limited budgets and resources, such as the use of the Internet, social media, text messaging, etc.

（5) Determine the budget and time for advertising and marketing based on the objectives, objects, messages and media of advertising and marketing, I .e., specify how much money and time the principal wishes to invest to implement the advertising and marketing messages and activities. The budget and time of advertising and marketing should follow the following principles: rationality, feasibility, flexibility, optimization, etc.

Rationality means that the budget and time for advertising and marketing should be in line with the financial situation and market conditions of the principal to ensure the quality and effectiveness of advertising and marketing information and activities, such as determining the budget and time for advertising and marketing based on the income and expenditure of the principal, as well as the size and competition of the market. Feasibility means that the budget and time for advertising and marketing should be in line with the client's ability and conditions to ensure the implementation and completion of advertising and marketing information and activities, such as determining the budget and time for advertising and marketing based on the client's human and material resources, as well as the availability and stability of media and channels. Flexibility means that the budget and time of advertising and marketing should be able to make appropriate adjustments and changes according to the actual situation and changes of advertising and marketing information and activities, such as according to the feedback and behavior of advertising and marketing objects, as well as market needs and trends, determine the budget and time of advertising and marketing.

Optimization means that the budget and time for advertising and marketing should be able to achieve optimal results and results with limited funds and time, such as determining the budget and time for advertising and marketing based on advertising and marketing goals and metrics, as well as the efficiency and effectiveness of media and channels.

（6) Determine the evaluation of advertising and marketing according to the objectives, objects, information, media, budget and time of advertising and marketing, that is, to clarify what criteria and methods the principal wants to use to evaluate the effectiveness and results of advertising and marketing information and activities.

The evaluation of advertising and marketing should follow the following principles: comprehensiveness, objectivity, timeliness, continuity, improvement, etc. Completeness means that the evaluation of advertising and marketing should cover all aspects and levels of advertising and marketing information and activities, such as advertising and marketing objectives, objects, information, media, budget, time, etc., as well as advertising and marketing effects and results, such as brand awareness, product sales, customer satisfaction, market share, etc.

Objectivity means that the evaluation of advertising and marketing should be based on data and facts, rather than subjective, biased, misleading views and feelings, such as the use of questionnaires, interviews, observations, experiments, etc., to collect and analyze the feedback and behavior of advertising and marketing objects. Timeliness means that the evaluation of advertising and marketing should be carried out as soon as possible after the implementation and completion of advertising and marketing information and activities, as well as regularly in the process of advertising and marketing information and activities, as well as in the advertising and marketing information and activities in the early stage, in order to find and solve problems in a timely manner, as well as timely adjustment and optimization of the program.

Continuity means that the evaluation of advertising and marketing should be carried out continuously after the implementation and completion of advertising and marketing information and activities, as well as in the process of advertising and marketing information and activities, and in the advertising and marketing information and activities In order to continuously monitor and evaluate the effectiveness and results, as well as continuous improvement and innovation programs. Improvement means that the evaluation of advertising and marketing should be aimed at improving and enhancing the effectiveness and results of advertising and marketing information and activities, rather than criticizing and blaming, such as making specific, constructive and feasible suggestions and programs for improvement based on the results of the evaluation of advertising and marketing.

5. evaluation and improvement effect

The fifth step of market research is to evaluate and improve the effect, that is, to provide targeted, feasible and innovative improvement suggestions and programs for the client according to the evaluation of advertising and marketing. Improvement proposals and programs refer to specific, detailed, operational plans and strategies for the improvement and optimization of advertising and marketing activities in order to improve the effectiveness and results of advertising and marketing information and activities. The content of improvement suggestions and programs includes the improvement and optimization of advertising and marketing objectives, objects, information, media, budget, time, evaluation, etc. There are several ways to evaluate and improve effectiveness:

（1) According to the evaluation of advertising and marketing, determine the effectiveness and results of advertising and marketing, that is, to clarify whether the client's advertising and marketing activities have achieved the expected effects and results, and to what extent and level. The effects and results of advertising and marketing should follow the following principles: quantification, comparison, attribution, impact, etc.

Quantification means that the effectiveness and results of advertising and marketing should be quantified and evaluated in numerical or statistical ways, such as increased brand awareness.10%Product sales increased.20%Wait. Comparative means that the effects and results of advertising and marketing should be compared and analyzed with the objectives, objects, information, media, budget, time, etc. of advertising and marketing, as well as with the effects and results of competitors, such as increased brand awareness.10%exceeded the target.8%It also exceeds the competitors.5%Wait.

Attribution means that the effects and results of advertising and marketing should determine the causes and influencing factors, as well as their relative importance and contribution, such as increased brand awareness.10%It is mainly due to the creativity of advertising information and the choice of media. Impact means that the effects and results of advertising and marketing should be assessed for their impact and contribution to the client's overall goals and strategies, as well as for market needs and trends, such as increased brand awareness.10%, help to improve the client's market share and profit margin, as well as to meet the needs and potential of the market.

（2) According to the effect and results of advertising and marketing, determine the problems and challenges of advertising and marketing, that is, to clarify the shortcomings and defects of the client's advertising and marketing activities, as well as the areas and aspects that need to be improved and optimized.

The problems and challenges of advertising and marketing should follow the following principles: identification, analysis, priority, solution, etc. Identification means that the problems and challenges of advertising and marketing should be clearly identified, rather than vaguely felt, such as the message of advertising is not clear, the media coverage is not wide and so on. Analytical means that the problems and challenges of advertising and marketing should be analyzed in depth, rather than described on the surface. For example, the unclear transmission of advertising information is due to the inappropriate use of language and the inappropriate choice of symbols. The lack of coverage of media is due to the fact that the choice of media does not conform to the characteristics and behavior of the target object.

Priority means that the problems and challenges of advertising and marketing should be able to be sorted and classified according to their impact and harm on the effectiveness and results of advertising and marketing to determine their importance and urgency, such as the unclear communication of advertising information, which is more serious and urgent than the poor coverage of the media. Solvability means that the problems and challenges of advertising and marketing should be able to put forward specific, constructive and feasible solutions and measures to eliminate or reduce their influence and harm on the effect and result of advertising and marketing, such as the unclear transmission of advertising information can be through the use of modified language and the choice of symbols, media coverage is not wide by increasing the type and number of media.

（3) According to the problems and challenges of advertising and marketing, determine the opportunities and potential of advertising and marketing, that is, clarify the advantages and opportunities of the client's advertising and marketing activities, and the space and direction that can be improved and optimized.

Advertising and marketing opportunities and potential should follow the following principles: discovery, innovation, realization, continuity, etc. Discoverability means that the opportunities and potential of advertising and marketing should be found from the effects and results of advertising and marketing, as well as the needs and trends of the market, rather than imagined out of thin air, such as the creativity of advertising information and the choice of media. Innovation means that the opportunities and potential of advertising and marketing should be able to propose novel, interesting, attractive improvement and optimization schemes and strategies, rather than repetitive, outdated and boring schemes and strategies, such as the use of virtual reality, augmented reality, artificial intelligence, etc.

Realizability means that the opportunities and potential of advertising and marketing should be realized and achieved under the conditions and capabilities of the client, as well as the laws and conditions of the market, rather than fantasy and fantasy, such as the use of virtual reality, augmented reality, artificial intelligence, etc. Sustainability means that the opportunities and potential of advertising and marketing should be able to continuously develop and innovate to adapt to the changes and needs of the market, as well as the development and goals of the client, such as the use of virtual reality, augmented reality, artificial intelligence, etc.

（4) According to the problems and challenges of advertising and marketing, as well as the opportunities and potential of advertising and marketing, determine the improvement suggestions and plans of advertising and marketing, that is, to clarify how the client wants to improve and optimize the information and activities of advertising and marketing, so as to improve the effectiveness and results of advertising and marketing.

Suggestions and programs for improvement of advertising and marketing should follow the following principles: pertinence, feasibility, innovation, and result orientation. Targeted means that the improvement suggestions and plans of advertising and marketing should be aimed at the problems and challenges of advertising and marketing, as well as the opportunities and potentials of advertising and marketing, rather than talking in general terms, such as unclear communication of information for advertising, suggestions to modify the use of language and the choice of symbols, etc., the coverage of media is not wide, and it is suggested to increase the type and quantity of media.

Feasibility means that advertising and marketing improvement proposals and programs should be in line with the conditions and capabilities of the client, as well as the laws and conditions of the market, rather than unrealistic, such as in line with the client's budget, time, resources, etc., as well as market demand, trends, competition, etc. Innovation means that advertising and marketing improvement suggestions and solutions should use novel, interesting, and attractive methods, rather than repetitive, outdated, and boring methods, such as the use of virtual reality, augmented reality, artificial intelligence, etc. Result orientation means that the improvement suggestions and programs of advertising and marketing should be aimed at improving the effect and results of advertising and marketing, rather than changing the information and activities of advertising and marketing, such as the use of virtual reality, augmented reality, artificial intelligence, etc., in order to improve brand awareness, product sales, etc.

6. summary and outlook

Taking Shangpu Consulting Group as an example, this paper introduces the main steps and methods of how market research companies help clients design attractive advertising and marketing programs, including determining the purpose and scope of research, selecting research methods and tools, collecting and analyzing data, making suggestions and programs, evaluating and improving effects, etc. This paper also analyzes the challenges and opportunities faced by market research companies in helping clients design attractive advertising and marketing programs, as well as the strategies and measures to deal with them. As a professional service provider, the market research company can provide the entrusting party with systematic, objective and valuable information and analysis, as well as innovative, attractive and in line with the needs of advertising and marketing programs, so as to help the entrusting party to achieve advertising and marketing goals, improve brand awareness and product sales, enhance market competitiveness and development potential.

In the process of helping clients design attractive advertising and marketing programs, market research companies also need to constantly learn and innovate to adapt to the changes and needs of the market and consumers, as well as the development and goals of the client. Market research companies need to focus on the following areas:

（1) Improve the quality and efficiency of market research, collect and analyze more, more accurate and useful data through the use of advanced technologies and methods, so as to provide more valuable, meaningful and insightful information and analysis, as well as more effective, creative and attractive suggestions and solutions.

（2) Expand the field and scope of market research, by getting involved in more industries and markets, serving more customers and objects, and providing more services and contents, so as to meet the diversified and personalized needs of the market and consumers, as well as the diversified and differentiated goals of the entrusting party.

（32) Enhance the influence and value of the market research, by establishing a long-term, stable, mutual trust and mutually beneficial cooperative relationship with the client, participate in the whole process and all aspects of the client's advertising and marketing activities, and provide continuous, comprehensive and high-quality services and support to improve the effect and results of the client's advertising and marketing, as well as the reputation and income of the market research company.

Market research companies also encounter difficulties and challenges in helping clients design attractive advertising and marketing programs, such as data quality and security, customer needs and satisfaction, and pressure and threats from competitors. Market research companies need to take the following measures:

（1) To ensure the quality and security of data, through the use of reliable, legal and compliant data collection and storage methods and platforms, as well as the use of effective, scientific and standardized data analysis and presentation technologies and methods, to ensure the integrity, accuracy, objectivity and availability of data, and to protect the privacy, security and legality of data.

（24) To meet the needs and satisfaction of customers, through full, timely and effective communication and exchange with customers, to understand the customer's background, objectives, needs, expectations, budget, etc., as well as customer feedback, evaluation, suggestions, etc., in order to provide services and content that meet the customer's needs and satisfaction, as well as improve and optimize the program and strategy.

（3) Responding to the pressure and threats of competitors, by analyzing the strengths and weaknesses of competitors, as well as the strategies and behaviors of competitors, to develop targeted, differentiated, competitive services and content, as well as innovative and optimized Programs and strategies to improve the core competitiveness and market advantages of market research companies.