Market research is a service that provides information about market conditions, consumer behavior, competitor strategies, etc. to help clients make more effective marketing decisions. Market research can be divided into quantitative and qualitative surveys, the former mainly through questionnaires, telephone, Internet and other ways to collect a large amount of data, the latter mainly through interviews, observations, focus groups and other ways to collect in-depth information. The content and method of market research depends on the purpose and problem of the entrusting party. For example, the entrusting party may want to understand the scale, growth, distribution, segmentation, trend, etc. of the market, or want to understand the needs, preferences, satisfaction, loyalty, purchase behavior, etc. of consumers, or want to understand the strengths, weaknesses, strategies, trends, etc. of competitors.

市场调查公司作为市场调查的服务提供者，面临着如何提高自身竞争力、满足委托方需求、增加委托方的收益和利润等挑战。市场调查公司的收益和利润主要来自于委托方的支付，因此，市场调查公司的核心任务是为委托方提供高质量的市场调查服务，使委托方能够获得有用的信息和建议，从而提高委托方的营销效果和业绩。市场调查公司如何做到这一点呢？

（1) Provide customized and differentiated market research solutions

Market research companies should provide customized and differentiated market research programs based on the characteristics and needs of the client, rather than adopting a one-size-fits-all standardized program. The market research company should fully communicate and negotiate with the entrusting party to understand the background, objectives, problems, budget, time, etc. of the entrusting party, and then design appropriate market research content, methods, samples, tools, etc. according to the specific situation of the entrusting party to ensure the effectiveness and accuracy of the market research. Market research companies should also provide market research programs that are different from other market research companies according to their own advantages and characteristics, so as to reflect their own differentiation and specialization, so as to attract and retain clients.

For example, Champ Consulting Group once provided a customized and differentiated market research program for an automaker who wanted to understand the characteristics and needs of high-end car consumers in the Chinese market in order to provide for its new The launch of luxury models formulate appropriate marketing strategies. Champu Consulting Group first conducted in-depth discussions with the client, clarified the client's purpose and problems, and then designed a comprehensive market research program based on the client's requirements, including quantitative and qualitative surveys. In the quantitative survey part, Shangpu Consulting Group used its own nationwide high-end automobile consumer database to extract a certain number of samples. Through online questionnaires, it collected basic information about consumers, purchasing behavior, preferences, and satisfaction. And other data. In the qualitative survey part, Shangpu Consulting Group used its own professional knowledge and experience in the automotive field to select some representative consumers. Through in-depth interviews, it collected information about consumers' psychological motivation, values, and lifestyles. The market research program of Shangpu Consulting Group can not only fully and deeply understand the characteristics and needs of high-end automobile consumers, but also make use of its own data resources and professional advantages to provide unique perspectives and insights different from other market research companies, so as to provide valuable information and suggestions for the entrusting party.

（2) Apply advanced data collection and analysis techniques

Market research companies should use advanced data collection and analysis techniques to improve the efficiency and quality of market research. Market research companies should select appropriate data collection and analysis tools based on the content and methods of market research, such as questionnaire design software, telephone survey system, network survey platform, interview recording equipment, video surveillance equipment, data cleaning software, data analysis software, data visualization software, etc. Market research companies should also master the latest data collection and analysis technologies, such as artificial intelligence, big data, cloud computing, blockchain, Internet of Things, etc., to expand the source and scope of data, improve data quality and security, and enhance Data analysis and mining capabilities, thereby providing more information and insights for the client.

For example, Shangpu Consulting Group once provided a market research program using advanced data collection and analysis technology for a fast consumer product company. The fast consumer product company wanted to understand the characteristics and needs of snack consumers in the Chinese market, so as to formulate appropriate marketing strategies for its new snack products. Shangpu Consulting Group first used artificial intelligence technology to collect a large amount of online data about snack consumers, including comments, ratings, likes, forwards, concerns, etc., through web crawlers and social media analysis, and then used big data technology to clean, integrate, classify and cluster these data, thus obtaining some basic information, preferences, behaviors, opinions and other indicators about snack consumers.

Shangpu Consulting Group then uses cloud computing technology to match and compare these indicators with its own offline data of snack consumers, such as questionnaires, interview records, purchase records, etc., so as to obtain some in-depth information, motivation, values, attitudes and other factors about snack consumers. Finally, Shangpu Consulting Group uses blockchain technology to correlate and analyze these factors with the relevant data of its own snack market, such as market size, growth, distribution, segmentation, trends, etc., thus obtaining some insights into the forecast, opportunity and threat of the snack market. The market research program of Shangpu Consulting Group can not only fully and deeply understand the characteristics and needs of snack consumers, but also use advanced data collection and analysis technology to provide data volume and data quality different from other market research companies, so as to provide more information and insight for the client.

（3) Provide clear market research reports and recommendations

Market research companies should provide clear market research reports and recommendations to help the client understand and use the results of market research. The market research company should choose the appropriate form and content of the market research report, such as text report, chart report, presentation report, video report, etc., according to the expectations and level of the client. The market research company should also provide targeted and feasible market research suggestions according to the client's purpose and problem, such as product development suggestions, price strategy suggestions, promotion suggestions, channel selection suggestions, brand positioning suggestions, etc.

The market research company's market research reports and recommendations should have the following characteristics: (1) Concise and clear, avoid lengthy and complicated text and data; (2) Clear logic, follow questions-Method-Results-the proposed structure; (3) Data support, with facts and evidence to prove opinions and conclusions; (4) Visual attraction, using charts, pictures, colors, etc. to increase visual effects and legibility; (5) Action orientation, using verbs and command tones to stimulate the client's willingness and confidence to act.

For example, the Shangpu Consulting Group once provided a clear market research report and recommendations for a clothing brand that wanted to understand the characteristics and needs of fashion consumers in the Chinese market in order to develop an appropriate marketing strategy for its newly launched clothing line. The market research report of Shangpu Consulting Group adopts the form of chart report, which introduces the problems, methods, results and recommendations of the market research in concise and clear language and logical structure. The main contents of the market research report are as follows:

Question: What are the characteristics and needs of fashion consumers? How to formulate a suitable marketing strategy for the newly launched clothing line according to the characteristics and needs of fashion consumers?

Methods: A comprehensive and in-depth market survey of fashion consumers in the Chinese market was conducted using a combination of quantitative and qualitative surveys. The quantitative survey section, through an online questionnaire, collected1000The basic information, purchasing behavior, preferences, satisfaction and other data of fashion consumers. The qualitative survey section, through in-depth interviews, collected100fashion consumers' psychological motivation, values, lifestyle and other information.

Results: Through data analysis and mining, the following market research results were obtained:

Characteristics of fashion consumers: fashion consumers are mainly aged18-35Young people between the ages have certain economic ability and consumption consciousness, pay attention to personality and taste, pursue fashion and trend, and like to try fresh and innovative clothing products.

The needs of fashion consumers: The needs of fashion consumers mainly include the following aspects:

Product demand: fashion consumers' demand for clothing products is mainly quality, style, color, size, comfort, etc., among which quality is the most basic demand, style is the most important demand, color is the most diverse demand, size is the most detailed demand, comfort is the most concerned demand.

Price demand: The price demand of fashion consumers for clothing products is mainly cost-effective, discounts, coupons, etc. Among them, cost-effective is the core demand, discounts are the most common demand, and coupons are the most popular demand.

Promotion demand: fashion consumers' promotion demand for clothing products is mainly new product recommend, time-limited panic buying, membership points, free coupons and so on.