Market research is the process of collecting, analyzing and interpreting information about the market, consumers, competitors and the environment in order to provide a basis for marketing decisions. The purpose of market research is to understand the current situation and trends of the market, find and meet the needs of consumers, create and maintain competitive advantages, and improve market performance. The methods of market research mainly include qualitative research and quantitative research. Qualitative research refers to exploring consumers' thoughts, behaviors, attitudes and motivations through in-depth interviews, focus groups, and observation; quantitative research refers to questionnaires, Experiments, mathematical statistics, etc., to measure the number, proportion, relationship and influence of consumers. The skills of market research mainly include determining research objectives, designing research plans, selecting research samples, collecting and processing data, analyzing and interpreting data, writing and presenting reports, etc.

Market research plays an important role in business activities. It can help enterprises to obtain valuable information, support effective decision-making, and enhance the competitiveness and profitability of enterprises. In order to better understand the significance and methods of market research, this article will analyze the success factors of market research by analyzing the success cases of three market research, as well as the problems and solutions that may be encountered in market research.

Case1Coca-Cola's "New Coke"

Coca-Cola is one of the most famous beverage brands in the world and has maintained a good sales performance for many years. However, in the early 1980 s, Coca-Cola's sales declined due to changes in consumer taste preferences. In response to this challenge, Coca-Cola conducted a market survey and developed a new Coke-Coca-Cola New Flavor. In the market survey, Coca-Cola adopted the method of quantitative research. Through the taste test of nearly 200000 people, it was found that the new flavor of Coke was more popular with consumers than the original flavor of Coke and Pepsi. As a result, Coca-Cola decided to launch a new flavor of Coke and stop producing the original flavor of Coke. However, this decision has triggered strong opposition from consumers. Many loyal consumers of the original flavor of Coke expressed dissatisfaction and protests, and even threatened to sue Coca-Cola. Under pressure, Coca-Cola had to resume production of the original flavor Coke two months later and renamed the new flavor Coke "Coca-Cola II". This incident is considered a failure in the history of market research.

From this case, we can see the importance of market research, but also the limitations and problems of market research. The importance of market research is reflected in the fact that Coca-Cola has discovered changes in consumer taste preferences through market research and the potential market demand for new flavors of Coke. This information is valuable for product development and market strategy formulation. The limitations and problems of market research are reflected in the fact that Coca-Cola's market research ignores the following aspects:

The time span of market research is not long enough to reflect the long-term preferences and loyalty of consumers. Consumers may choose a new flavor of Coke in a taste experiment, but it does not mean that they will buy and consume the new flavor of Coke for a long time, nor does it mean that they will give up the original flavor of Coke. Coca-Cola did not take into account the habits and emotional factors of consumers, and too easily changed the formula of the original flavor of Coke, which damaged the trust and satisfaction of consumers.

The sample selection of market research is not reasonable enough to reflect the diversity and difference of consumers. Coca-Cola's market research is mainly aimed at young, urban and fashion-seeking consumers, while ignoring the elderly, rural and conservative consumers, who may have deeper feelings and dependence on the original flavor of Coke. there is greater resistance and exclusion to the new flavor of Coke. Coca-Cola did not take into account the stratification and segmentation of consumers, and introduced new flavors of Coke too one size fits all, ignoring the personality and choices of consumers.

The data analysis of market research is not comprehensive enough to reflect the true opinions and motivations of consumers. When consumers participate in taste experiments, they may be affected by various factors, such as social expectations, herd psychology, experimental environment, etc., and may not be able to truly express their preferences and opinions. Coca-Cola does not take into account the complexity of consumers' psychology and behavior, too simply makes decisions based on the results of the data, ignoring the deep needs and motivations of consumers.

In order to avoid similar problems, market research should pay attention to the following aspects:

The time span of market research should be long enough to reflect the long-term preferences and loyalty of consumers. Market research should not be just a one-time activity, but should be a continuous process. Through regular tracking and feedback, we can understand the changes of consumer demand and satisfaction, and timely adjust the improvement of products and strategies.

The sample selection of market research should be reasonable enough to reflect the diversity and difference of consumers. Market research should be based on the characteristics and segmentation of the target market, select a representative and random sample, avoid sample bias and error, to ensure the validity and reliability of the data.

The data analysis of market research should be comprehensive enough to reflect the true opinions and motivations of consumers. Market research should use and master some effective data analysis methods and techniques, such as descriptive analysis, inferential analysis, correlation analysis, causal analysis, etc., so that market research can explain and understand the meaning and law of data from different angles and levels, discover and verify the relationship and influence of data, and improve the depth and breadth of data analysis.

Case two:StarbucksMy Starbucks Idea"

Starbucks is one of the most famous coffee brands in the world, famous for serving high quality coffee and comfortable environment. However, in the early 21st century, due to the saturation of the market and increased competition, Starbucks sales declined. In response to this challenge, Starbucks conducted a market survey and launched an online platform called My Starbucks Idea. On this platform, Starbucks invites consumers to share their suggestions and ideas for Starbucks, including products, services, environment, marketing, etc. Starbucks employees and managers will regularly browse and reply to consumers' ideas, and select some valuable ideas for implementation and improvement according to consumers' votes and comments. Through this platform, Starbucks has collected the ideas of tens of thousands of consumers, some of which have become new products or services of Starbucks, such as free wireless network, recyclable cups, personalized coffee and so on. This event is considered a successful case in the history of market research.

From this case, we can see the importance of market research, but we can also see the innovative and interactive nature of market research. The importance of market research is reflected in the fact that Starbucks understands the needs and preferences of consumers through market research, and then introduces products and services that are more in line with the market. The innovation and interactivity of market research is reflected in the fact that Starbucks has increased consumer participation and loyalty and improved the efficiency and effectiveness of market research by creating an online platform that allows consumers to become participants and contributors to market research. Innovative and interactive methods of market research are the following:

Using network technology, such as Starbucks using the Internet, social media, mobile devices and other network technology, to create an online platform, so that market research can cover more consumers, collect more information, improve the convenience and real-time market research.

Use the wisdom of consumers, such as Starbucks uses the wisdom of consumers such as consumer creativity, experience, insights, and evaluation to stimulate consumer creativity and improve the quality and value of market research.

Using consumer interactions, such as Starbucks using consumer voting, comments, sharing, feedback and other consumer interactions, enhances consumer communication and collaboration, and improves participation and influence in market research.

Case 3: IKEA's "family visit"

IKEA is one of the most famous furniture brands in the world, known for providing cost-effective furniture and household items. One of IKEA's market research methods is "family visit", that is, IKEA employees regularly visit consumers' families to observe and understand consumers' lifestyle, family structure, home demand, purchase behavior, etc., so as to provide a basis for product development and market strategy. IKEA's "home visit" is a qualitative research method. Through in-depth interviews and observations, it explores the deep needs and motivations of consumers, discovers consumer problems and opportunities, and improves the fit and satisfaction of products and services. IKEA's "family visit" has become a kind of IKEA culture and tradition. Every year, thousands of IKEA employees participate in the "family visit" and share the information and experience with other employees and managers, so as to continuously improve and innovate IKEA products and services.

From this case, we can see the importance of market research, but we can also see the depth and humanity of market research. The importance of market research is reflected in the fact that IKEA understands consumers' lifestyles and home needs through market research, and then launches products and services that are more in line with consumers. The depth and humanization of market research is reflected in the fact that IKEA has established a close and trusting relationship with consumers by visiting consumers' families, thus obtaining more authentic and profound information and improving the effectiveness and appeal of market research. The in-depth and humane approach to market research is the following:

Pay attention to consumers' lifestyles. For example, IKEA pays attention to consumers' lifestyles, such as consumers' family structure, living habits, life scenes, life values, etc., so as to understand consumers' home needs and preferences, and improve the adaptability of products and services. And personalization.

Pay attention to the deep needs of consumers. For example, IKEA pays attention to the deep needs of consumers, such as consumers' psychological needs, emotional needs, social needs, personal needs, etc., so as to understand consumers' purchasing motives and behaviors, and improve the attractiveness of products and services. And influence.

Pay attention to the humanization of consumers. For example, IKEA pays attention to the humanization of consumers, such as consumers' respect, trust, care, participation, etc., so as to establish a close and trusting relationship with consumers, and improve the trust and trust of products and services. Loyalty.

Conclusion

Market research is an indispensable part of business activities. It can help enterprises understand the needs and preferences of consumers, and then introduce products and services that are more in line with the market. By analyzing three successful cases of market research, this paper discusses the importance, methods and skills of market research, as well as the problems and solutions that may be encountered in market research. This paper aims to provide some references for the theory and practice of market investigation for consulting firms.