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2024-07-18 10:04:56 来源：尚普咨询浏览量：0

市场调研是一种为客户提供有价值的信息和洞察力的服务，它可以帮助客户了解市场的现状、趋势、机会和挑战，从而制定有效的策略和决策。市场调研可以涵盖各个行业、领域、主题和问题，例如消费者行为、品牌形象、产品开发、竞争分析、市场预测、满意度调查等。市场调研可以采用不同的方法和工具，例如问卷调查、访谈、观察、实验、数据分析等。

市场调研公司作为提供这种服务的专业机构，面临着市场变化和客户需求的变化的双重压力，需要不断地创新和改进自己的服务模式、方法和工具，以保持竞争力和满足客户的期望。根据全球市场调研协会（ESOMAR）发布的2023年全球市场调研行业报告，全球市场调研行业在2023year realized.4.5%的增长率，达到了$76.7亿美元的收入规模。然而，这一增长率低于2022of the year5.8%，反映了市场调研行业面临着来自内外部环境的多重挑战。其中包括：

市场环境的不确定性和复杂性。由于全球化、数字化、社会化等因素的影响，市场环境呈现出多变、多样、多元的特征。这要求市场调研公司能够快速地捕捉并适应市场的变化，提供及时、准确、深入的信息和洞察力。

客户需求的多样性和高标准。由于客户的知识水平、经验背景、目标期望等的差异，客户对市场调研服务的需求也呈现出多样化的趋势。客户不仅需要基本的数据和分析，还需要更加定制化、综合化、咨询化的服务。同时，客户对市场调研服务的质量、效率、成本、创新等方面也提出了更高的标准。

竞争对手的增多和强化。市场调研行业的门槛相对较低，导致了竞争对手的增多。除了传统的市场调研公司外，还有一些新兴的市场调研平台、数据分析公司、咨询公司等，也提供了类似或相关的服务。这些竞争对手可能具有更强的技术能力、成本优势、创新能力等，对市场调研公司构成了威胁。

面对这些挑战，市场调研公司如何适应市场变化和客户需求的变化呢？本文以尚普咨询为例，分析了市场调研公司如何适应市场变化和客户需求的变化的四个方面：1）提供定制化和综合化的服务；2）利用数字化和人工智能技术提高服务效率和质量；3）建立长期和互信的客户关系；4）培养专业和多元的人才队伍。

尚普咨询是一家总部位于伦敦的国际性市场调研公司，成立于1998年。尚普咨询拥有超过500名员工，遍布20个国家和地区。尚普咨询为全球超过1000家客户提供了各种类型和规模的市场调研服务。尚普咨询在市场调研行业中享有良好的声誉，曾获得过多项国际性和地区性的奖项和认证。

1）提供定制化和综合化的服务

尚普咨询认识到，每个客户都有其独特的需求和期望，因此，尚普咨询致力于为每个客户提供定制化和综合化的服务。定制化意味着尚普咨询会根据客户的具体目标、问题、预算等因素，设计并实施适合客户的市场调研方案。综合化意味着尚普咨询会从多个角度、层面、维度来分析并解决客户的问题，提供全面、深入、有价值的信息和洞察力。

为了实现定制化和综合化的服务，尚普咨询采取了以下几个措施：

建立专业的行业团队。尚普咨询将其业务分为六大领域：消费品与零售、金融与保险、医疗与健康、科技与电信、能源与环境、政府与社会。每个领域都有一个专业的行业团队，由具有丰富经验和知识的行业专家、分析师和顾问组成。这些团队能够深入了解各个行业的特点、发展、问题和机会，为客户提供针对性和专业性的服务。

建立全球的网络和合作伙伴。尚普咨询在全球20个国家和地区设有办事处，覆盖了亚洲、欧洲、北美、南美、非洲和大洋洲等主要市场。尚普咨询还与多个国际性和地区性的市场调研机构、学术机构、行业协会等建立了合作关系，共享资源和信息，扩大服务范围和影响力。

建立灵活的项目管理流程。尚普咨询采用了一种灵活的项目管理流程，从项目启动到项目交付，都有明确的步骤和标准。尚普咨询会根据客户的需求和反馈，及时调整项目的目标、范围、方法、时间等要素，保证项目的质量和效果。

2）利用数字化和人工智能技术提高服务效率和质量

尚普咨询认识到，数字化和人工智能技术是市场调研行业的重要驱动力，它们可以帮助市场调研公司提高服务效率和质量，降低成本和风险，创造更多的价值。

为了利用数字化和人工智能技术提高服务效率和质量，尚普咨询采取了以下几个措施：

建立自己的数据平台和分析系统。尚普咨询建立了一个名为SPARK的数据平台和分析系统，它可以收集、存储、处理、分析和呈现各种类型和来源的数据，包括传统的结构化数据（如问卷调查数据）、新兴的非结构化数据（如社交媒体数据）、内部数据（如历史项目数据）、外部数据（如公开数据源数据）等。SPARK系统可以运用各种先进的分析方法和工具，如统计分析、文本分析、图像分析、情感分析、预测分析等，为客户提供丰富、多维、动态的信息和洞察力。

建立自己的人工智能实验室。尚普咨询建立了一个名为SAIL的人工智能实验室，它是一个专注于人工智能领域的创新中心，由一批来自不同背景和领域的人工智能专家组成。SAIL实验室致力于探索并应用人工智能技术在市场调研领域的可能性和潜力，如自然语言处理、机器学习、深度学习、计算机视觉等。SAIL实验室已经开发了一些基于人工智能的市场调研产品和服务，如智能问卷设计、智能数据清洗、智能数据可视化、智能报告生成等。

建立自己的数字化和人工智能社区。尚普咨询建立了一个名为SPIN的数字化和人工智能社区，它是一个旨在促进数字化和人工智能知识和经验的分享和交流的平台，包括一个网站、一个微信公众号、一个微博账号、一个电子杂志等。SPIN社区定期发布和推送关于数字化和人工智能的最新动态、案例、观点、技巧等内容，为市场调研行业的从业者和客户提供有用的参考和启示。

3）建立长期和互信的客户关系

尚普咨询认识到，客户是市场调研公司的生命线，建立长期和互信的客户关系是市场调研公司的核心竞争力。尚普咨询不仅把客户视为服务的对象，更把客户视为合作的伙伴，与客户共同成长和进步。

为了建立长期和互信的客户关系，尚普咨询采取了以下几个措施：

建立专属的客户经理制度。尚普咨询为每个客户分配一个专属的客户经理，负责与客户沟通、协调、服务。专属的客户经理会深入了解客户的业务背景、目标需求、问题困惑等，为客户提供个性化和专业化的建议和解决方案。专属的客户经理还会定期向客户反馈项目进展情况，及时处理客户的意见和建议，保证项目的顺利进行。

建立持续的客户满意度评估机制。尚普咨询重视客户对其服务质量和效果的评价和反馈，因此，尚普咨询建立了一个持续的客户满意度评估机制，通过不同的方式和渠道收集客户对其服务的满意度数据，如在线问卷调查、电话访谈、邮件反馈等。尚普咨询会定期对这些数据进行分析和总结，找出服务中存在的问题和不足，并采取相应的改进措施。

建立多样的客户关怀活动。尚普咨询关心客户的感受和需求，因此，尚普咨询建立了一系列多样的客户关怀活动，以增强与客户之间的情感联系和信任感。这些活动包括：发送节日祝福、赠送纪念品、邀请参加研讨会或培训课程、组织参观或旅游活动等。

4）培养专业和多元的人才队伍

尚普咨询认识到，人才是市场调研公司最宝贵的资源，培养专业和多元的人才队伍是市场调研公司持续发展的基础。尚普咨询重视人才的招聘、培养、激励和留存，致力于打造一个高效、创新、协作、多元的人才团队。

为了培养专业和多元的人才队伍，尚普咨询采取了以下几个措施：

建立严格的招聘标准和流程。尚普咨询对人才的招聘非常重视，因此，尚普咨询建立了一套严格的招聘标准和流程，以确保招聘到符合要求的人才。尚普咨询不仅考察候选人的专业知识和技能，还考察候选人的沟通能力、创新能力、团队协作能力、学习能力等。尚普咨询还会通过多轮的面试、测试、案例分析等方式，全面评估候选人的综合素质和潜力。

建立完善的培训体系和发展路径。尚普咨询重视人才的培养和发展，因此，尚普咨询建立了一个完善的培训体系和发展路径，以帮助员工提升自己的专业水平和职业素养。尚普咨询会根据员工的不同职位、级别、领域等，制定并提供相应的培训计划和课程，包括基础培训、专业培训、管理培训、领导力培训等。尚普咨询还会为员工提供多种发展机会和选择，如内部转岗、外派交流、项目参与等。

建立公平的激励机制和评估机制。尚普咨询重视人才的激励和留存，因此，尚普咨询建立了一个公平的激励机制和评估机制，以奖励员工的贡献和表现。尚普咨询会根据员工的工作绩效、客户满意度、项目质量等指标，给予员工相应的薪酬、奖金、股权、晋升等激励措施。尚普咨询还会定期对员工进行客观、公正、透明的评估，并给予员工及时的反馈和建议。

建立多元的企业文化和氛围。尚普咨询重视人才的多元性和差异性，因此，尚普咨询建立了一个多元的企业文化和氛围，以吸引和留住不同背景和特点的人才。尚普咨询尊重并欢迎员工的不同性别、年龄、民族、宗教、文化等，并鼓励员工表达自己的观点和想法。尚普咨询还会组织各种活动，如庆祝节日、举办聚餐、开展运动等，以增强员工之间的交流和友谊。

总之，市场调研公司如何适应市场变化和客户需求的变化是一个值得关注和探讨的话题。本文以尚普咨询为例，分析了市场调研公司如何适应市场变化和客户需求的变化的四个方面：1）提供定制化和综合化的服务；2）利用数字化和人工智能技术提高服务效率和质量；3）建立长期和互信的客户关系；4）培养专业和多元的人才队伍。本文旨在为市场调研公司提供一些参考和启示，以应对未来的挑战和机遇。

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On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
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On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
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Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
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Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise