1. market researchers need to have the ability

Market research is a systematic, purposeful and planned process of collecting, recording and analyzing market-related information. Market researchers are the main executors of market research activities and they need to have the following capabilities:

（1) Data collection capacity. Data is the basis of market research, and data collection capability means that market researchers can select appropriate data sources, data types, data methods and data tools according to the research purpose and problem, and effectively obtain the required data. Data collection capabilities include the following:

Ability to select data sources. Market research data can be divided into first-hand data and second-hand data, first-hand data refers to the market researchers directly from the survey object or phenomenon to obtain the original data, second-hand data refers to the data that already exists in various channels. Market researchers need to consider whether to use first-hand or second-hand data, or a combination of both, depending on the research objectives, research content, research cost, research time, and other factors.

Data type selection capability. Market research data can be divided into quantitative data and qualitative data, quantitative data refers to data that can be expressed or analyzed by numerical or statistical methods, and qualitative data refers to data that cannot be expressed or analyzed by numerical or statistical methods. Market researchers need to consider whether to use quantitative or qualitative data, or a combination of both, depending on the research question, research methodology, depth of research, and other factors.

Data method selection capability. Market research methods can be divided into copywriting research, field research and special research. Copy research is mainly the collection, collation and analysis of second-hand data; field research can be divided into inquiry method, observation method and experimental method; special research has fixed samples, retail store sales, consumer investigation group and other continuous field investigation; projection method, speculation test method, semantic difference method and other purchase motivation investigation;CATSComputer surveys and other forms. Market researchers need to consider which or several market research methods to use based on factors such as research objectives, research content, and research objects.

Data tool selection capability. Market research tools refer to various instruments or software used to collect, record, process and analyze data. Market research tools include questionnaire design tools, interview guide tools, audio and video equipment tools, statistical analysis software tools, data visualization software tools, etc. Market researchers need to consider which or several market research tools to use based on factors such as data type, data method, data quality, etc.

（2) Data analysis ability. Data analysis is the core of market research, data analysis ability refers to the market researchers can according to the research purpose and problem, the use of appropriate data analysis methods and techniques, effective processing and interpretation of data, to obtain valuable.Conclusionand recommendations. Data analysis capabilities include the following:

Data cleaning capabilities. Data cleaning refers to checking, correcting, deleting or supplementing the collected raw data to improve the quality and availability of the data. Data cleaning capabilities include identifying and handling missing values, outliers, duplicate values, and inconsistent values, as well as performing data conversion, data normalization, and data integration.

Data description ability. Data description refers to the summary and presentation of data in order to observe and understand the characteristics and distribution of the data. Data description capabilities include the use of descriptive statistical methods (e. g., mean, standard deviation, frequency, percentage, etc.) and charting methods (e. g., bar charts, pie charts, scatter plots, box plots, etc.) to present basic information about the data.

Data inference capability. Data inference refers to the reasoning and judgment of data in order to find the relationship and law between the data. Data inference capabilities include the use of inferential statistical methods (e. g., hypothesis testing, correlation analysis, regression analysis, etc.) and machine learning methods (e. g., cluster analysis, classification analysis, association rule mining, etc.) to explore the intrinsic structure and meaning of the data.

Data communication skills. Data communication refers to the summary and interpretation of the results of data analysis in order to convey effective information and suggestions to decision makers or customers. Data communication skills include the use of report writing methods (e. g. logical structure, language expression, format specification, etc.) and report presentation methods (e. g.PPTproduction, oral presentations, interactive discussions, etc.) to show the process and conclusions of the data analysis.

（3) Market insight capabilities. Market insight is the goal of market research, market insight ability means that market researchers can find valuable market opportunities or problems from a large amount of data and information according to the research purpose and problem, and put forward creative market strategies or solutions. Market insight capabilities include the following:

market sensitivity. Market sensitivity refers to a keen awareness and response to market changes and consumer needs. Market sensitivity includes the ability to focus on market dynamics, understand consumer psychology, and capture consumer pain points.

The market is creative. Market creativity refers to having unique insights and ideas about market opportunities or problems. Market creativity includes the ability to identify market gaps, propose market assumptions, and conceive market solutions.

The logic of the market. Market logic refers to the market strategy or program has a clear idea and argument. Market logic includes the ability to analyze the market environment, assess market feasibility, and develop market plans.

Talent Training Mode of 2. Market Research Company

The talent training of market research company is a systematic process, which involves the selection, training, development and management of talents. The talent training model of market research companies can be divided into the following:

（1) Internal training mode. The internal training model refers to the training of the market research company through its own training department or resources to provide employees with professional knowledge and skills. The advantage of the internal training model is that it can customize the training content and methods according to the actual needs and characteristics of the company, so as to improve the pertinence and effectiveness of the training. The disadvantage of the internal training model is that it may be limited by the company's resources and capabilities, and it is difficult to cover the knowledge and skills required by all employees.

（2) external cooperation mode. The external cooperation model refers to the cooperation between the market research company and external institutions or experts to provide employees with professional knowledge and skills training. The advantage of the external cooperation model is that it can provide more extensive and in-depth training content and methods with the help of external resources and experience, and improve the quality and level of training. The disadvantage of the external cooperation model is that it may increase the cost and risk of the company, and it is difficult to control the consistency and continuity of training.

（3) Project practice mode. Project practice mode refers to the training of practical experience and skills for employees by participating in actual projects or cases. The advantage of the project practice model is that it can combine theory and practice, provide a more real and effective learning environment, and improve the application and conversion rate of training. The disadvantage of the project practice model is that it may be limited by the quantity and quality of the project or case, and it is difficult to ensure that all employees have the opportunity to participate.

（4) Personalized development model. Personalized development model means that market research companies provide customized development paths and support for employees according to their personal characteristics and career plans. The advantage of the personalized development model is that it can fully consider the differences and potential of employees, provide more flexible and diversified development opportunities, and improve employee satisfaction and loyalty. The disadvantage of the personalized development model is that it may increase the complexity and cost of the company's management, and it is difficult to ensure that all employees are treated fairly and effectively.

Talent Incentive and Retention Strategies for 3. Market Research Companies

Market research companies should not only pay attention to the cultivation of talents, but also pay attention to the incentive and retention of talents. The talent incentive and retention strategies of market research companies can be divided into the following categories:

（1) Compensation and benefits strategy. Compensation and welfare strategy refers to the market research company through the provision of competitive compensation, benefits, bonuses and other ways to motivate employees to work enthusiasm and loyalty. The advantage of salary and welfare strategy is that it can directly meet the material needs and safety needs of employees, and improve the satisfaction and stability of employees. The disadvantage of the compensation and benefits strategy is that it may increase the cost pressure on the company and is difficult to maintain in the long term.

（2) Career development strategies. Career development strategy refers to the market research company by providing promotion opportunities, training opportunities, job transfer opportunities, etc., to stimulate employees' growth potential and career planning. The advantage of career development strategy is that it can stimulate employees' self-realization needs and sense of achievement, and improve employees' motivation and loyalty. The disadvantage of career development strategy is that it may increase the complexity of the company's management and make it difficult to meet the expectations of all employees.

（3) Work environment strategy. Work environment strategy refers to the market research company by providing a comfortable office environment, a harmonious team atmosphere, a fair evaluation system, etc., to encourage employees' job satisfaction and sense of belonging. The advantage of working environment strategy is that it can meet the social needs and respect needs of employees, and improve the happiness and loyalty of employees. The strategic disadvantage of the work environment is that it may increase the company's investment costs and make it difficult to ensure that all employees are satisfied.

（4) cultural value strategy. Cultural value strategy refers to the market research company through the inheritance and promotion of corporate culture, values, mission vision and other ways to motivate employees to identity and responsibility. The advantage of cultural value strategy is that it can shape the spiritual needs and moral sense of employees and improve their loyalty and sense of honor. The disadvantage of cultural value strategy is that it may require long-term cultivation and maintenance, which is difficult to achieve immediate results.

Summary

The talent training of market research companies is a complex and important task, which involves the ability, mode, motivation and retention of talents. Market research companies need to consider various factors according to their actual situation and objectives, and formulate reasonable and effective talent training strategies to improve the quality and competitiveness of talents and provide customers with better market research services. At the same time, market research companies also need to pay attention to the incentive and retention of talents, stimulate the enthusiasm and loyalty of employees through various ways, and provide human resources support for the sustainable development of the company.