Market research is a collection, analysis and interpretation of market information activities, designed to help companies understand market demand, competitive situation, consumer behavior and trends and other aspects of the situation, so as to develop effective marketing strategies and decisions. Market research can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the use of mathematical and statistical methods to measure and calculate a large number of samples through questionnaires, telephone calls, and the Internet to obtain quantifiable data and results. Qualitative research refers to the use of observation, interviews, focus groups, etc., a small sample of in-depth exploration and understanding, to obtain data and insights that are not easy to quantify.

Market research companies are professional organizations that provide market research services. They use various methods and technologies to provide quantitative and qualitative data and insights to help client companies achieve innovation and change. Innovation refers to the introduction of new or improved elements in a product, service, process, organization, or model to meet customer needs or expectations. Change is a major or fundamental change that occurs in an organization or environment to adapt to external or internal pressures or opportunities.

Champ Consulting (Shangpu Consulting）是一家知名的市场调研公司，成立于2008年，总部位于北京，拥有全球超过100branches. With its professional team, advanced technology, rich experience, extensive network and high-quality service, Shangpu Consulting enjoys a good reputation at home and abroad. Shangpu Consulting provides a full range of market research services for customers and enterprises in various industries, including market analysis, product testing, consumer insight, brand strategy, competitive intelligence, satisfaction survey, etc. The purpose of Champ Consulting is“用数据说话，用见解引领”，致力于帮助客户企业在市场上取得成功。

本文以尚普咨询为例，介绍了市场调研公司对客户企业的创新和变革的贡献，包括以下几个方面：

One is to help customers find new market opportunities and potential. Through a comprehensive and in-depth understanding of the market, market research companies can provide valuable information and suggestions to help customers identify and grasp new market needs, new consumer groups, new distribution channels, new partners and so on. For example, Shangpu Consulting once conducted a research on the Chinese market for an automaker and found that Chinese consumers have a strong interest and demand for electric vehicles, but they are limited by factors such as price, cruising range, and charging facilities. Shangpu Consulting suggested that the automaker develop an electric vehicle suitable for the Chinese market, which has the characteristics of low price, high efficiency and convenience, and provides relevant product design, pricing strategy, marketing plan, etc. The automaker adopted the recommendations of Champ Consulting and launched an electric car called "Fawn", which was welcomed and recognized by Chinese consumers and occupied a leading position in the Chinese electric vehicle market.

The second is to help customer enterprises optimize the design and development of products and services. Through the investigation and analysis of consumer demand, preference, satisfaction and loyalty, market research companies can provide customer enterprises with opinions and solutions on the improvement and innovation of products and services, and help customer enterprises improve the quality and value of products and services. For example, Shangpu Consulting once conducted a survey on the menu and service quality of a catering chain enterprise, and found that the menu of the enterprise was too single and traditional to meet the diversified and personalized needs of consumers. and there are also many problems in its service quality, such as poor service attitude, slow speed, substandard hygiene and so on. Shangpu Consulting recommends that the company introduce different flavors and specialties according to different regions and seasons, increase consumer choice and experience, and strengthen the training and management of employees to improve service levels and efficiency. The company adopted the recommendations of Shangpu Consulting, carried out a comprehensive reform and optimization of its menus and services, won the praise and trust of consumers, and improved its brand image and market share.

Three is to help customers to enhance the brand image and visibility. Through the measurement and evaluation of brand awareness, association, preference, loyalty, etc., market research companies can provide customer companies with strategies and suggestions on brand positioning, brand communication, brand extension, etc., to help customer companies shape And enhance the image and visibility of the brand. For example, Shangpu Consulting once conducted a survey on the brand image of a cosmetics company, and found that the brand image of the company lacks characteristics and differentiation, cannot attract and retain consumers, and its brand communication method is too single and Traditional, unable to effectively reach the target group. Shangpu Consulting suggests that the company should determine its brand positioning as "natural, healthy and beautiful" according to the characteristics and advantages of its products, and adopt diversified and innovative brand communication methods, such as social media, online celebrity recommend, offline experience, etc., to increase the exposure and influence of the brand. The company adopted the recommendations of Shangpu Consulting, redesigned and packaged its brand image, created a new brand identity and slogan, and carried out a series of brand promotion activities to improve consumers' brand Awareness and preference.

Fourth, to help customer enterprises enhance competitive advantage and profitability. Through the analysis and evaluation of competitors, market research companies can provide customer enterprises with information and guidance on competitive strategy, competitive advantage, competitive risk, etc., to help customer enterprises gain advantages and profits in the market. For example, Shangpu Consulting once conducted a survey of its competitors for an e-commerce platform, and found that the platform is facing competitive pressure from other e-commerce platforms, social media platforms, content platforms and other aspects, and its competitive advantage is not obvious, unable to effectively attract and retain users and businesses. Shangpu Consulting suggests that the platform should enhance its competitiveness through the following aspects: first, increase the diversity and quality of products and services to meet the different needs and expectations of users; second, strengthen the relationship management between users and businesses, improve users' loyalty and satisfaction, and increase the trust and cooperation of businesses; third, use big data and artificial intelligence technology to improve the operational efficiency and intelligence of the platform; the fourth is to carry out cooperation and alliances to expand the scale and influence of the platform. The platform adopted the recommendations of Shangpu Consulting, improved and innovated its products, services, operations, and cooperation, and increased its market share and income level.

The fifth is to help customer enterprises cope with market changes and risks. Through market monitoring and forecasting, market research companies can provide client companies with reports and warnings on market changes, market trends, market opportunities, market risks, etc., to help client companies adjust their strategies and actions in a timely manner to respond to market changes and challenges. For example, Champ Consulting once conducted a study of the market environment for a travel service provider and found that the service provider faced market risks from a variety of factors, including the new crown epidemic, political turmoil, and natural disasters, and that its response measures were inadequate and effective, which could result in serious impact and loss of its business. Shangpu Consulting suggests that the service provider should deal with market risks through the following aspects: first, strengthen the monitoring and prediction of the market, and timely grasp the dynamics and changes of the market; second, formulate and implement effective risk management plans to reduce the occurrence and impact of risks; third, develop and launch new products and services that adapt to market changes to meet the new needs and expectations of users; the fourth is to seek and establish cooperation and support with other relevant parties to jointly respond to market difficulties and crises. The service provider adopted the recommendations of Champ Consulting, effectively responded to and dealt with its market risks, and ensured the stability and development of its business.

To sum up, market research companies have an important contribution to the innovation and transformation of customer enterprises. They can provide valuable data and insights for customer enterprises, help customer enterprises discover new market opportunities and potentials, optimize the design and development of products and services, enhance brand image and popularity, enhance competitive advantage and profitability, and cope with market changes and risks. As an internationally renowned market research company, Shangpu Consulting has outstanding performance and achievements in providing market research services for customer enterprises with its professional team, advanced technology, rich experience, extensive network and high-quality services. It is a reliable partner for customer enterprises to achieve innovation and change.