1. Introduction

A market research company is a professional organization whose main business is market information and analysis, and its service targets include enterprises, government departments, social organizations and individuals in all walks of life. The services of market research companies include market research, market analysis, market forecasting, market consulting, market planning, etc., the purpose of which is to provide customers with valuable market insights and decision support. The development of market research companies by the market environment, customer demand, competitive pressure and other aspects of the impact, therefore, market research companies in order to stand out in the fierce market competition, it is necessary to have the following capabilities:

(1) The ability to develop market research programs. Market research program refers to the overall design of market research provided by the market research company for customers, including the purpose, scope, object, method, process, time, budget, etc. The ability to develop a market research plan is one of the core competencies of a market research company, which determines the feasibility and effectiveness of market research. The development of market research programs requires market research companies to fully understand the customer's market needs and problems, combined with the current situation and trends of the market, select the appropriate market research methods, develop a reasonable market research process, estimate a reasonable market research time and budget, in order to achieve the customer's market objectives.

(2) The ability to execute market research projects. Market research project refers to the market research company according to the market research program, the actual market research activities, including market research data collection, data analysis, data presentation and so on. The ability to execute market research projects is one of the core competencies of market research companies, which determines the quality and efficiency of market research. The implementation of the market research project requires the market research company to have a professional market research team, including market research planners, data collectors, data analysts, data presentation personnel, etc., as well as advanced market research tools and equipment, including market research questionnaires, interviews, observations, experiments, statistics, visualization, etc., to ensure the accuracy and effectiveness of market research data.

(3) The ability to provide market research reports. Market research report refers to the market research company according to the results of market research projects, to provide customers with market research summary and recommendations, including market research background, purpose, methods, process, results, analysis, conclusions, recommendations, etc. The ability to provide market research reports is one of the core competencies of market research companies, which determines the value and impact of market research. The provision of market research reports requires market research companies to have professional market research writing and expression skills, as well as deep understanding and insight into the market problems and needs of customers, so that market research reports can clearly show the process and results of market research, and provide useful market research suggestions and solutions.

By analyzing the successful cases of three market research companies, this paper discusses the success factors of market research companies, as well as the value and role of market research companies. The structure of this paper is as follows: the second part introduces the successful cases of three market research companies, the third part analyzes the successful elements of market research companies, the fourth part discusses the value and role of market research companies, and the fifth part summarizes the conclusions and suggestions of this paper.

2. The success factors of market research company

This section analyzes the success factors of market research companies, including internal and external factors of market research companies. The internal elements of a market research company refer to the capabilities and resources of the market research company itself, including the talents, technology, management, and innovation of the market research company. The external elements of a market research company refer to the environment and opportunities faced by the market research company, including the market research company's customers, competitors, partners, industry norms, etc.

Internal elements of a 2.1 market research company

The internal elements of the market research company are the core competitiveness of the market research company and the basis for the market research company to provide high-quality market research services. The internal elements of a market research company include the following:

(1) People. Talent is the most important asset of the market research company, is the soul and motivation of the market research company. Market research companies need to have a professional, dedicated and innovative market research team, including market research planners, data collectors, data analysts, data presentation personnel, etc., as well as market research leaders, managers, trainers, etc. Market research companies need to attract, train, retain and stimulate the potential and creativity of market research talents through effective recruitment, training, incentive and evaluation mechanisms, so as to improve the professional level and work efficiency of market research talents.

(2) Technology. Technology is the most important tool for market research companies and is the support and guarantee for market research companies. Market research companies need to master advanced market research methods and techniques, including market research questionnaires, interviews, observations, experiments, statistics, visualization, etc., as well as market research software and equipment, including market research platforms, systems, databases, instruments, etc. Market research companies need to improve the technical level and technical effect of market research through continuous research and development, introduction, update, optimization and other mechanisms to ensure the accuracy and effectiveness of market research data.

(3) Management. Management is the most important standard of market research company, is the order and efficiency of market research company. Market research companies need to establish a sound market research management system and process, including market research planning, organization, implementation, monitoring, evaluation, etc., as well as market research quality, risk, cost, time and other management. Market research companies need to improve the management level and effectiveness of market research through effective communication, coordination, control, improvement and other mechanisms to ensure the quality and efficiency of market research.

(4) Innovation. Innovation is the most important driving force of market research companies, the development and competition of market research companies. Market research companies need to constantly carry out market research innovation, including market research content, methods, technology, services and other innovations, as well as market research concepts, models, culture and other innovations. Market research companies need to cultivate the innovation consciousness and innovation ability of market research through effective incentive, support, protection and promotion mechanisms, improve the innovation level and innovation effect of market research, and ensure the leading and advantage of market research.

3. The value and role of market research companies.

This section discusses the value and role of market research companies, including the value and role of market research companies to customers, to the industry, and to society. The value and role of market research companies are mainly reflected in the following aspects:

(1) Value and role to customers. By providing high-quality market research services, market research companies provide customers with valuable market information and analysis, help customers understand the current situation and trends of the market, identify market needs and problems, formulate market goals and strategies, and achieve market optimization and development. Market research companies can help customers improve the competitiveness and efficiency of the market, enhance the innovation and influence of the market, and achieve long-term cooperation and sustainable growth of the market.

(2) The value and role of the industry. By providing professional market research services, market research companies provide valuable market data and insights for the industry, help the industry understand the size and structure of the market, identify market opportunities and threats, formulate industry norms and standards, and achieve industry integration and upgrading. Market research companies can help the industry to improve the level and quality of the industry, enhance the cooperation and competition of the industry, and achieve the development and prosperity of the industry.

(3) The value and role of society. By providing valuable market research services, market research companies provide valuable market knowledge and wisdom to the society, help the society understand the changes and influence of the market, identify market needs and problems, formulate market policies and measures, and achieve market fairness and efficiency. Market research companies can help the society improve the transparency and trust of the market, enhance the vitality and stability of the market, and realize the harmony and progress of the market.

Conclusions and recommendations

By analyzing the successful cases of three market research companies, this paper discusses the success factors of market research companies, as well as the value and role of market research companies. The main conclusions of this paper are as follows:

(1) The success factors of a market research company include the internal and external elements of the market research company. The internal elements of the market research company are the core competitiveness of the market research company, including the talent, technology, management and innovation of the market research company. The external elements of the market research company are the development opportunities of the market research company, including the market research company's customers, competitors, partners, industry norms, etc.

(2) The value and role of market research companies include the value and role of market research companies to customers, to the industry, and to society. By providing high-quality market research services, market research companies provide valuable market information and analysis for customers, industries and society, help customers, industries and society understand the current situation and trends of the market, identify market needs and problems, and formulate market goals and strategies to achieve market optimization and development.

Based on the above conclusions, this paper puts forward the following suggestions for market research companies:

(1) Market research companies should continuously improve their internal elements, including attracting, training, retaining, and stimulating market research talents, mastering, introducing, updating, and optimizing market research technology, establishing, implementing, supervising, and improving market research management, and conducting, Support, protect, and promote market research innovation to improve the quality and efficiency of market research.

(2) Market research companies should make full use of their own external factors, including understanding, meeting, maintaining and expanding market research customers, analyzing, comparing, innovating and optimizing market research competitors, uniting, cooperating, communicating and learning market research partners, following, promoting, perfecting and improving market research industry norms, so as to improve the value and influence of market research.

(3) Market research companies should continue to demonstrate their value and role, including providing valuable market information and analysis for customers, industries, and society, helping customers, industries, and society understand the current situation and trends of the market, and identify market needs and problems., Formulate market goals and strategies, achieve market optimization and development, and improve the reputation and cooperation of market research.

There are still some limitations and shortcomings in this study, which need to be improved and perfected in future research. For example, the data in this paper comes from the official websites and public reports of three market research companies, there may be some selection bias and incomplete information, and more data sources and methods are needed to verify the robustness and universality of the conclusions of this paper. In addition, this paper only considers the internal and external elements of the market research company, and may ignore some other factors that may affect the success of the market research company, and needs to improve the research framework and hypothesis model of this paper through more theoretical and empirical analysis.