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Typical misunderstandings and challenges of market research: market research is not omnipotent, nor is it simple

2024-07-18 09:52:38 来源：尚普咨询浏览量：0

市场调研的价值和目的

市场调研是指通过收集、整理、分析和解释与市场相关的信息，为企业的市场分析、市场选择、市场开发、市场维护等提供依据和指导的活动。市场调研的价值主要体现在以下三个方面：

理解客户的需求、偏好、行为和动机，了解客户与产品/服务的关系，为产品/服务的设计、定价、分销和促销提供依据；

发现市场的机会和威胁，识别市场的潜力和风险，为市场的选择、进入、拓展和维护提供指导；

突破企业的思维惯性和局限性，为企业的创新和变革提供启发和支持。

市场调研的目的是为了帮助企业解决实际的市场问题，提高市场的竞争力和效益。市场调研的目的可以分为以下几类：

描述性目的：描述市场的现状、特征、规模、结构、趋势等，如市场调查、市场分析、市场监测等；

诊断性目的：诊断市场的问题、原因、影响等，如市场评估、市场测试、市场诊断等；

预测性目的：预测市场的变化、发展、需求等，如市场预测、市场预测、市场模拟等；

探索性目的：探索市场的机会、潜力、创新等，如市场洞察、市场研究、市场开发等。

市场调研的误解和应对策略

市场调研是一项复杂的系统工程，涉及到市场调研的目标、内容、方法、过程、结果等多个方面。在市场调研的实践中，很多企业会陷入一些误解和误区，导致调研效果不佳，甚至造成决策失误。根据尚普咨询的实践经验，市场调研中常见的误解可以归纳为以下四类：

误解一：市场调研总是提供令人惊奇的发现

有些企业对市场调研的期望过高，认为市场调研一定能够提供一些惊人的、意想不到的、颠覆性的结果，从而帮助企业实现市场的突破和领先。然而，这种期望往往是不切实际的，甚至是有害的。因为市场调研的本质是提供有价值的信息，而不是提供惊奇的发现。市场调研有时会得到一些意外的结果，但往往得到一些看起来普通的内容，或者验证了我们已经知道的内容。这些结果并不意味着市场调研没有价值，相反，验证已有设想与发现意外结果都是市场调研的重要价值。验证已有设想可以帮助企业增强决策的信心和依据，发现意外结果可以帮助企业发现市场的机会和威胁，调整市场的策略和行动。

应对策略：企业应该根据市场调研的目的和内容，合理设定市场调研的期望，不要过分追求惊奇的发现，而要关注信息的价值和意义。企业应该从多个角度和层次分析和解读市场调研的结果，找出其中的规律和趋势，提炼出有用的洞察和启发，为决策和创新提供支持。

误解二：市场调研告诉你如何设计产品/方案

有些企业对市场调研的理解过于简单，认为市场调研可以提供具体的方向或建议，告诉企业如何设计或优化产品/方案，或者为重要创新提供直接的机会点。然而，这种理解是错误的，甚至是危险的。因为市场调研的本质是提供有价值的启发信息，而不是提供具体的解决方案。市场调研不能替代企业的创造力和判断力，不能直接决定企业的产品/方案的设计或优化。市场调研只能提供市场的现状、问题、需求、机会等信息，而企业需要根据这些信息，结合自身的资源、能力、目标等因素，进行综合的分析和评估，制定合适的产品/方案的设计或优化方案。

应对策略：企业应该清楚地区分市场调研的信息和产品/方案的设计或优化的方案，不要混淆或简化两者的关系。企业应该充分利用市场调研的信息，激发企业的创造力和判断力，进行多元的思考和探索，形成有特色的产品/方案的设计或优化的方案。企业也可以在产品/方案的设计或优化的过程中，进行反复的市场调研，以验证和完善产品/方案的设计或优化的方案。

误解三：市场调研是昂贵的、费时的

有些企业对市场调研的成本和效率过于敏感，认为市场调研会增加额外的支出和时间，影响企业的运营和效益。然而，这种敏感是不必要的，甚至是有害的。因为市场调研的本质是提供有价值的投资回报，而不是提供无谓的支出和时间。市场调研的成本和效率并不是绝对的，而是相对的。市场调研的成本和效率取决于市场调研的目的、内容、方法、过程、结果等多个因素。市场调研的成本和效率应该与市场调研的价值和质量相匹配，而不是与市场调研的数量和速度相比较。市场调研的成本和效率应该从长远的角度来看，而不是从短期的角度来看。市场调研的成本和效率应该从整体的角度来看，而不是从局部的角度来看。

应对策略：企业应该正确地看待市场调研的成本和效率，不要过分地节省和压缩市场调研的成本和时间，而要合理地规划和安排市场调研的成本和时间。企业应该根据市场调研的目的和内容，选择合适的市场调研的方法和过程，保证市场调研的质量和价值。企业应该根据市场调研的结果和影响，评估市场调研的投资回报，优化市场调研的成本和效率。

误解四：市场调研就是“填问卷”“做访谈”

有些企业对市场调研的方法和过程过于狭隘，认为市场调研就是通过一些常规的、固定的、表面的手段，如问卷调查、访谈调查、观察调查等，来收集和分析市场的信息。然而，这种狭隘是不全面的，甚至是错误的。因为市场调研的本质是提供有深度的、多维的、全面的信息，而不是提供简单的、单一的、片面的信息。市场调研的方法和过程并不是一成不变的，而是多样的、灵活的、创新的。市场调研的方法和过程应该根据市场调研的目的、内容、对象、环境等多个因素，进行有针对性的选择和设计，以适应市场的复杂性和变化性。市场调研的方法和过程应该从多个角度和层次，收集和分析市场的信息，以提高市场调研的有效性和准确性。

应对策略：企业应该开放地看待市场调研的方法和过程，不要局限于一些传统的、常规的、表面的手段，而要尝试一些新颖的、创新的、深入的手段。企业应该根据市场调研的特点和需求，定制市场调研的方法和过程，以适应市场的多样性和动态性。企业应该从多个角度和层次，收集和分析市场的信息，以提高市场调研的全面性和深度。

Conclusion

市场调研是企业制定战略和营销决策的重要依据，但是很多企业在进行市场调研时，会陷入一些误解和误区，导致调研效果不佳，甚至造成决策失误。本文从尚普咨询的实践经验出发，分析了市场调研的价值和目的，指出了市场调研中常见的四类误解：市场调研总是提供令人惊奇的发现、市场调研告诉你如何设计产品/方案、市场调研是昂贵的、费时的、市场调研就是“填问卷”“做访谈”，并提出了相应的应对策略和建议，帮助企业提高市场调研的效率和质量，避免调研陷阱，实现市场洞察和创新。

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