The main role and value of 1. market research firms

The main role of the market research company is to provide market information to the client and help the client understand the current situation and future development trends of the market, so as to formulate appropriate marketing strategies and decisions. The value of market research companies is reflected in the following aspects:

Market research companies have the expertise and experience to apply scientific methods and techniques to collect and analyze large amounts of market data and provide objective and accurate market insights and recommendations.

Market research companies can customize and design suitable market research programs according to the needs and objectives of the client, including the selection of appropriate samples, survey methods, data sources, analysis tools, etc.

Market research companies can save the client's time and cost, allow the client to focus on their core business, and avoid wrong decisions or lost opportunities due to lack of market information.

The market research company can protect the commercial secrets of the client, abide by the ethical and legal norms of the industry, and ensure the fairness and credibility of the market research.

How can 2. market research companies help clients enhance their brand image and visibility?

Brand image refers to the overall impression and feelings of consumers for a brand, including brand attributes, personality, value, emotion and so on. Brand awareness refers to consumers' awareness and memory of a brand, including brand name, logo, slogan, color and so on. Brand image and popularity are important factors that affect consumer purchase behavior and brand loyalty, and are also important indicators to measure the value and competitiveness of a brand. How does the market research company help the client to improve the brand image and popularity? This article takes Shangpu Consulting Group as an example to discuss the methods and cases of the market research company helping the client to improve the brand image and popularity through the following four aspects:

1) Identify target markets and customers

The market research company can help the client identify the target market and customers, that is, to determine the target audience and potential consumers of the brand. The market research company can help the client identify the target market and customers through the following methods:

Market segmentation: Market segmentation refers to the division of a large market into several smaller markets with similar characteristics and needs in order to more effectively meet different consumer needs. Market segmentation can be based on geography, demographics, psychology, behavior, etc. The market research company can select the appropriate market segmentation basis according to the brand characteristics and objectives of the client, and provide the client with different market segmentation solutions, as well as information on the size, growth, competition and opportunities of each market segment.

Customer portrait: Customer portrait refers to the method of visualizing and describing the characteristics, needs, preferences, behaviors and other information of the target customer in order to better understand and satisfy the target customer. The market research company is able to create different customer portraits for the client based on the client's market segmentation results, including the customer's basic information, purchase motivation, purchase behavior, purchase barriers, purchase channels, purchase frequency, purchase amount and other information.

Case: Champu Consulting Group once provided market research services for an international luxury brand to help the brand identify target markets and customers. Shangpu Consulting Group first segmented the Chinese market and divided Chinese luxury consumers into four market segments, namely:1) Mature type: This type of consumer has a higher income and education level, has a deeper understanding and taste of luxury goods, likes low-key and elegant luxury goods, and pays attention to the history and culture of the brand;2) Follow-up type: This type of consumer has a higher income, but has a shallow understanding and taste of luxury goods, likes to show off and highlight their luxury goods, and pays attention to brand awareness and popularity;3) Exploratory: This type of consumer has a higher income and education level, has a higher interest and curiosity in luxury goods, likes to try and discover new luxury goods, and pays attention to brand innovation and personality;4) Potential type: This type of consumer has a lower income, but has a strong desire and yearning for luxury goods, likes to imitate and refer to other people's luxury goods, and pays attention to the price and cost performance of the brand. According to the scale, growth, competition and opportunities of each market segment, Shangpu Consulting Group provides different market entry and expansion strategies for clients.

Customer portrait, for the client to create a different customer portrait, including the customer's basic information, purchase motivation, purchase behavior, purchase obstacles, purchase channels, purchase frequency, purchase amount and other information. For example, for mature consumers, the Champ Consulting Group provides the client with the following customer portraits:

Basic information:35-50years old, male, high income, high education, high position, married, with children, living in a first-tier city

Purchase motivation: enjoy life, improve self, show taste, win respect

Purchase behavior: like to buy luxury goods in specialty stores or high-end department stores, pay attention to service and experience, not easily affected by promotion and advertising, like to establish long-term relationship with sales staff, willing to pay high prices for high quality and high-value luxury goods

Obstacles to purchase: higher requirements for the quality and authenticity of luxury goods, higher prudence and resistance to new brands and new products, and higher attention and responsibility to the social and environmental impact of luxury goods

Purchase channel: mainly buy luxury goods through offline channels, occasionally learn about luxury information and evaluation through online channels, and do not use social media and e-commerce platforms.

Purchase frequency: low, buy luxury goods several times a year, buy one or two luxury goods each time

Purchase amount: Higher, with more than the amount spent on luxury goods each year10Ten thousand yuan

2) Assess the brand's current status and competitive advantage

Market research companies can help clients assess the current situation and competitive advantages of the brand, that is, to determine the position and performance of the brand in the market, as well as the advantages and disadvantages of the brand relative to competitors. The market research company can help the client to evaluate the current situation and competitive advantage of the brand through the following methods:

Brand awareness: Brand awareness refers to consumers' awareness and memory of a brand, including brand name, logo, slogan, color and so on. Brand awareness can be divided into auxiliary awareness and active awareness. Auxiliary awareness refers to the ability of consumers to recognize the brand after giving a hint of the brand name. Active awareness refers to the ability of consumers to actively recall the brand without any prompt. Market research companies can measure and analyze the auxiliary and active awareness of the brand for the client, as well as the comparison with competitors, through questionnaires, telephone interviews, online surveys and other methods.

Brand image: Brand image refers to the overall impression and feelings of consumers for a brand, including the attributes, personality, value, emotion and so on. Brand image can be divided into functional image and emotional image. Functional image refers to consumers' cognition and evaluation of the functional characteristics of a brand, such as quality, performance, and effectiveness. Emotional image refers to consumers' cognition and evaluation of the emotional characteristics of the brand, such as personality, style, attitude, etc. Market research companies are able to measure and analyze the functional and emotional image of the brand for clients, as well as comparisons with competitors, through focus groups, in-depth interviews, and project methods.

Brand loyalty: Brand loyalty refers to the tendency and degree of consumers' repeated purchase and recommend of a brand, including brand cognitive loyalty, attitude loyalty and behavior loyalty. Cognitive loyalty refers to consumer awareness and trust in the brand, such as brand awareness, reputation, reputation and so on. Attitudinal loyalty refers to consumers' preferences and satisfaction with a brand, such as brand preference, satisfaction, and loyalty. Behavioral loyalty refers to the actual purchase and recommend of the brand, such as the frequency of brand purchase, purchase share, recommendation rate, etc. Market research companies are able to measure and analyze brand's cognitive, attitudinal and behavioral loyalty, as well as comparisons with competitors, through questionnaires, transaction data, social media, and other methods.

Case: Champu Consulting Group once provided market research services for a domestic sports brand to help the brand evaluate the current situation and competitive advantages of the brand. Shangpu Consulting Group first analyzed China's sports brand market and found that the scale and growth of the market are very high, but the competition is also very fierce. The main competitors are international brands such as Nike and Adidas, as well as domestic brands such as Li Ning and Anta. Shangpu Consulting Group then evaluated the client's brand and found that the brand's brand awareness, brand image and brand loyalty are low, and there is no obvious advantage and differentiation compared with competitors. Champ Consulting Group has provided the Client with the following evaluation results:

Brand awareness: The brand's secondary awareness is30%, active awareness is10%Compared with competitors, the brand's awareness is low, indicating that the brand's promotion and promotion are not effective enough, and the brand's exposure and influence need to be improved.

Brand image: The functional image of the brand is medium, and the emotional image is low. Compared with competitors, the image of the brand is weak, indicating that the brand's products and services have not left a deep impression and feelings on consumers, and it is necessary to improve The personality and value of the brand.

Brand loyalty: The brand's cognitive loyalty is low, attitude loyalty is medium, and behavioral loyalty is low. Compared with competitors, the brand's loyalty is low, indicating that the brand's consumers have not formed stable Purchase and recommend behaviors need to improve brand trust.

Brand loyalty: The brand's cognitive loyalty is low, attitude loyalty is medium, and behavioral loyalty is low. Compared with competitors, the brand's loyalty is low, indicating that the brand's consumers have not formed stable Purchase and recommend behavior need to improve brand trust and satisfaction.

3) Develop brand positioning and communication strategy

Market research companies can help clients develop brand positioning and communication strategies, that is, to determine the goal and direction of the brand in the market, and how the brand conveys the brand's message and value to the target market and customers. Market research companies can help clients develop brand positioning and communication strategies through the following methods:

Brand positioning: brand positioning refers to determining a unique, attractive, differentiated, credible and sustainable position for the brand in the market, so as to establish the advantages and characteristics of the brand in the minds of consumers. The elements of brand positioning include target market, target customers, brand concept, brand commitment, brand core value, brand personality and so on. The market research company can provide the client with different brand positioning solutions, as well as the advantages, disadvantages, risks and opportunities of each solution according to the brand characteristics and objectives of the client, as well as the analysis of the market and competition.

Brand communication: Brand communication refers to the transmission of brand information and value to target markets and customers through various channels and methods in order to increase brand awareness, image and loyalty. The elements of brand communication include communication objectives, communication information, communication media, communication effect and so on. The market research company can provide different brand communication programs for the client according to the brand positioning and objectives of the client, as well as the characteristics of the market and customers, as well as the budget, time, scope and effect of each program.

Case Study: Shangpu Consulting Group once provided market research services for a domestic electronic product brand, helping the brand to formulate brand positioning and communication strategies. Shangpu Consulting Group first evaluated the client's brand and found that the brand's products are mainly smartphones and tablets, which have the characteristics of high performance, high quality and high innovation, but lack of popularity and image in the market. there is no obvious difference compared with competitors. The Champ Consulting Group then positioned the client's brand and provided the client with the following brand positioning solutions:

Brand positioning: the brand's target market is China's high-end electronics market, the target customers are25-40Age, male, high income, high education, high position, high demand and taste for electronic products, the pursuit of efficient, high-quality, high-tech lifestyle. The brand concept of the brand is“Smart to create the future”, the brand promise is“Provide you with the most advanced, reliable and personalized intelligent electronic products”, the brand core value is“Innovation, quality, personality”, brand personality is“Professional, confident, avant-garde”。

Brand communication: The brand's communication goal is to improve the brand's awareness, image and loyalty, create a professional, innovative and personalized brand image, and attract and retain target customers. The brand's communication message is "intelligence creates the future, and the brand is born for you". The communication media are the Internet, TV, magazines, outdoor, etc. The communication effect is monitored and evaluated through questionnaires, transaction data, social media and other methods.

4) Monitor and evaluate brand performance and effectiveness

The market research company can help the client to monitor and evaluate the performance and effect of the brand, that is, to determine the actual effect and impact of the brand in the market, and whether the brand has achieved the expected goals and effects. The market research company can help the client to monitor and evaluate the performance and effect of the brand through the following methods:

Brand equity: Brand equity refers to the financial value and competitive advantage of the brand to the client, including the brand's market share, profit margin, growth rate, loyalty, premium, etc. Market research companies are able to calculate and analyze the assets of the brand for the principal and compare it with competitors based on the principal's financial and market data.

Brand influence: brand influence refers to the influence of brand on consumers' cognition, emotion and behavior, including brand awareness, image, loyalty, satisfaction, recommend, etc. Market research companies are able to measure and analyze the impact of the brand for the client based on the client's market research data and social media data, as well as the comparison with competitors.

Brand improvement: Brand improvement refers to providing the client with suggestions and plans to improve the brand according to the performance and effect of the brand, including brand products, services, prices, channels, promotions, publicity, etc. The market research company can provide the client with different brand improvement plans according to the brand objectives and problems of the client, as well as the advantages, disadvantages, risks and opportunities of each plan.

Case: Champu Consulting Group once provided market research services for a domestic catering brand to help the brand monitor and evaluate the performance and effectiveness of the brand. Shangpu Consulting Group first evaluated the client's brand and found that the brand's products are mainly Chinese fast food, which is convenient, affordable and delicious, but it is facing fierce competition and diversified needs of consumers in the market. Need to enhance the differentiation and attractiveness of the brand. The Champ Consulting Group then monitored and evaluated the client's brand and provided the client with the following monitoring and evaluation results:

Brand equity: the market share of this brand is5%, the profit margin is10%, the growth rate is15%, loyalty is30%, the premium is5%. Compared with competitors, the brand's assets are low, indicating that the brand's competitiveness is weak, and the value and efficiency of the brand need to be improved.

Brand Impact: The brand's awareness is60%, the image is medium and the loyalty is30%, satisfaction is70%, the recommend degree is40%. Compared with competitors, the influence of the brand is low, indicating that the brand is less attractive and needs to improve the brand's cognition and emotion.

Brand improvement: Champ Consulting Group provides the following brand improvement plans for the client:1) Increase the type and quality of products, meet the different tastes and needs of consumers, and improve the functional image of the brand;2) Strengthen the brand's culture and story, convey the brand's concept and value, and improve the brand's emotional image;32) Carry out social responsibility and public welfare activities of the brand, show the brand's humanistic and environmental care, and improve the brand's moral image;4) Use the Internet, social media, word-of-mouth and other channels to increase brand exposure and influence, and improve brand awareness and loyalty.

Conclusion

Market research is a method of collecting, analyzing and interpreting market information to help clients understand the current situation, needs, preferences and trends of the market, so as to make effective marketing strategies and decisions. Market research companies are professional organizations that provide market research services that use a variety of tools and techniques to provide clients with quantitative and qualitative data and insights. How can market research companies help clients to improve their brand image and popularity? This article takes Shangpu Consulting Group as an example to discuss the main role and value of market research companies, and how they help clients to improve their brand image and popularity through the following four aspects:1) Identify the target market and customers;2) Assess the current status and competitive advantages of the brand;3) Formulate brand positioning and communication strategy;4) Monitor and evaluate brand performance and effectiveness. The purpose of this paper is to provide a reference and inspiration for the client, hoping to help the client make better use of the services of market research companies, enhance the image and popularity of the brand, so as to improve the value and competitiveness of the brand.