Market research is an important way for enterprises to understand market demand, competitive situation, consumer behavior, industry trends and other information, but also an important basis for enterprises to formulate strategic planning, product development, marketing strategies, investment decisions and so on. However, market research is a complex and professional job that requires a wealth of industry knowledge, data analysis skills, research methodology and report writing skills. Therefore, many companies will choose to entrust professional market research companies to provide market research services.

However, how to effectively monitor the quality and progress of market research companies is a difficult problem for many enterprises. Market research projects usually involve multiple stages, such as project design, data collection, data analysis, report writing, etc. Each stage may have problems or delays that may affect the final results of the project. If the enterprise lacks effective supervision and management of the work of the market research company, it may lead to the failure of the project, waste of time and funds, and even bring the wrong market information and decision-making suggestions to the enterprise.

So, how can we effectively supervise the work of a market research company? This article takes Shangpu Consulting as an example to introduce some tools and methods it uses in market research project management, and how it uses these tools to improve project efficiency and customer satisfaction. Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making.

Shangpu Consulting provides industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, IPO market segmentation research, fund-raising project feasibility study, business financing plan and other segmentation consulting services. Champu Consulting has rich experience and customer resources in the field of market research, serving customers covering many industries.

In the management of market research projects, Champ Consulting mainly uses the following tools and methods:

1. Project kick-off meeting. The project kick-off meeting is the first and very important step of the market research project. At the project kick-off meeting, Shangpu Consulting will conduct in-depth communication with the customer, understand the customer's background, purpose, needs, expectations, budget, etc., clarify the project's objectives, scope, content, methods, processes, time, resources, risks, etc., formulate project contracts and plans, and sign confirmation with the customer. The purpose of the project kick-off meeting is to ensure that both parties' understanding and expectations of the project are consistent, to avoid misunderstandings or changes in the later period, and to ensure the smooth progress of the project.

2. Project schedule. The project schedule is a time management tool for market research projects, used to plan and track the start and end times of the various phases of the project, as well as the overall progress of the project. According to the complexity and difficulty of the project, Shangpu Consulting will formulate a reasonable project schedule and share it with customers, so that customers can keep abreast of the progress of the project. The purpose of the project schedule is to ensure that the project is completed on time, to avoid delays or delays, and to ensure the quality of the project.

3. Project quality control. Project quality control is a quality management tool for market research projects, which is used to monitor and inspect the quality of work at all stages of the project, as well as the final results of the project. According to the requirements and standards of the project, Champ Consulting will develop the quality control plan of the project and carry out quality control activities at each stage of the project.

Such as the validity and accuracy of data inspection, data cleaning and processing, data analysis and interpretation, report writing and modification. The purpose of project quality control is to ensure that the project meets the customer's expectations, avoids errors or defects in the project, and ensures the reliability of the project.

4. Project delivery meeting. Project delivery will be the last and very important step of the market research project. At the project delivery meeting, Champ Consulting will present the final results of the project to the client, including the main findings, conclusions and recommendations of the project, as well as the detailed reports and data of the project.

Champu Consulting will fully communicate with customers, answer their questions, collect their feedback, evaluate the effectiveness of the project, and summarize the experience and lessons of the project. The purpose of the project delivery meeting is to ensure customer satisfaction with the project, provide customer value, and enhance customer trust and loyalty.

By using these project management tools, Champ Consulting not only improves the efficiency and quality of the project, but also improves customer satisfaction and loyalty. Below, we will combine the specific cases of market research services provided by Shangpu Consulting for a consumer electronics brand, a financial technology company and a new energy vehicle company to show the application effect of its project management tools in practice.

Case 1: Market segmentation and user behavior research for a consumer electronics brand

A consumer electronics brand is an innovative enterprise focusing on smart speakers and smart watches. It has independent R & D and production capabilities, and its products have a high reputation and reputation in domestic and foreign markets. The company hopes to understand the needs, preferences, purchasing behavior and usage habits of consumers in the Chinese market in order to formulate more effective product strategies and marketing strategies. The company commissioned Champu Consulting to provide market segmentation and user behavior research services.

In providing market segmentation and user behavior research services to the company, Champ Consulting used the following project management tools:

Project kick-off meeting. Shangpu Consulting conducted a project kick-off meeting with the enterprise, understood the background, purpose, needs, expectations, budget, etc. of the enterprise, clarified the objectives, scope, content, methods, processes, time, resources, risks, etc. of the project, formulated the contract and plan of the project, and signed the confirmation with the enterprise. The project kick-off meeting ensures that both parties' understanding and expectations of the project are consistent, avoids misunderstandings or changes in the later period, and ensures the smooth progress of the project.

Project Schedule. According to the complexity and difficulty of the project, Shangpu Consulting has formulated a reasonable project schedule and shared it with the enterprise, so that the enterprise can keep abreast of the progress of the project. The project schedule ensures that the project is completed on time, avoids project delays or delays, and ensures the quality of the project.

Project quality control. According to the requirements and standards of the project, Shangpu Consulting has formulated the quality control plan of the project, and carried out quality control activities at each stage of the project, such as the inspection of data validity and accuracy, data cleaning and processing, data analysis and interpretation, report writing and modification, etc. Project quality control ensures that the project meets the expectations of the enterprise, avoids errors or defects in the project, and ensures the reliability of the project.

Project delivery meeting. Champ Consulting presented the final results of the project to the company, including the main findings, conclusions and recommendations of the project, as well as detailed reports and data of the project. Shangpu Consulting has fully communicated with the company, answered the company's questions, collected feedback from the company, evaluated the effectiveness of the project, and summarized the experience and lessons of the project. Project delivery ensures that the business is satisfied with the project, provides the value of the business, and enhances the trust and loyalty of the business.

The final results of the project show that Champ Consulting provided the company with the following market segmentation and user behavior research results:

Market segmentation. Through questionnaire surveys and in-depth interviews with consumers in the Chinese market, Shangpu Consulting has subdivided consumers into four market segments, namely: innovative consumers, practical consumers, Fashion consumers and conservative consumers. According to the characteristics, needs, preferences, purchasing behavior and usage habits of consumers in each market segment, Shangpu Consulting provides corresponding product strategy and marketing strategy suggestions for the enterprise.

User behavior. By observing and tracking consumers in the Chinese market, Shangpu Consulting has studied the user behavior of consumers, and analyzed the motivation, attitude, feelings, satisfaction, and loyalty of consumers when buying and using the company's products. Wait. According to the user behavior of consumers, Shangpu Consulting provides corresponding suggestions for product improvement and service optimization for the enterprise.

The company is very satisfied with the market segmentation and user behavior research services provided by Shangpu Consulting, and believes that the project management tools of Shangpu Consulting are very effective, which can ensure the efficiency and quality of the project, as well as the communication and collaboration of the project. The company said that Shangpu Consulting has provided it with valuable market information and decision-making suggestions, helping it to enhance product competitiveness and market share, and enhance customer relationships and brand image.

Case 2: Market Entry Research for a Fintech Company

A financial technology company is an innovative enterprise focusing on providing intelligent financial services for small, medium and micro enterprises, with independent technology and platform, products including intelligent credit, intelligent wind control, intelligent collection and so on. The company hopes to enter the Chinese market and understand the market size, market structure, market demand, market competition, market risks, etc. of the Chinese market in order to formulate a more appropriate market entry strategy. The company commissioned Champu Consulting to provide market entry research services.

In providing market entry research services to the company, Champ Consulting used the following project management tools:

Project kick-off meeting. Shangpu Consulting conducted a project kick-off meeting with the enterprise, understood the background, purpose, needs, expectations, budget, etc. of the enterprise, clarified the objectives, scope, content, methods, processes, time, resources, risks, etc. of the project, formulated the contract and plan of the project, and signed the confirmation with the enterprise. The project kick-off meeting ensures that both parties' understanding and expectations of the project are consistent, avoids misunderstandings or changes in the later period, and ensures the smooth progress of the project.

Project Schedule. According to the complexity and difficulty of the project, Shangpu Consulting has formulated a reasonable project schedule and shared it with the enterprise, so that the enterprise can keep abreast of the progress of the project. The project schedule ensures that the project is completed on time, avoids project delays or delays, and ensures the quality of the project.

Project quality control. According to the requirements and standards of the project, Shangpu Consulting has formulated the quality control plan of the project, and carried out quality control activities at each stage of the project, such as the inspection of data validity and accuracy, data cleaning and processing, data analysis and interpretation, report writing and modification, etc. Project quality control ensures that the project meets the expectations of the enterprise, avoids errors or defects in the project, and ensures the reliability of the project.

Project delivery meeting. Champ Consulting presented the final results of the project to the company, including the main findings, conclusions and recommendations of the project, as well as detailed reports and data of the project. Shangpu Consulting has fully communicated with the company, answered the company's questions, collected feedback from the company, evaluated the effectiveness of the project, and summarized the experience and lessons of the project. Project delivery ensures that the business is satisfied with the project, provides the value of the business, and enhances the trust and loyalty of the business.

The final results of the project show that Champ Consulting provided the company with the following market entry research results:

Market size. Through statistics and analysis of the number, scale, distribution, industry and demand of small and medium-sized enterprises in the Chinese market, Shangpu Consulting estimated the market size of the Chinese market and the market size of the target market of the enterprise.

market structure. Through the investigation and analysis of the type, quantity, scale, distribution and characteristics of financial service providers in the Chinese market, Shangpu Consulting described the market structure of the Chinese market and the market structure of the target market of the enterprise. Shangpu Consulting found that financial service providers in the Chinese market are mainly divided into four categories, namely: traditional financial institutions, Internet financial platforms, financial technology companies and illegal financial institutions.

Among them, traditional financial institutions occupy a dominant position in the market, but there are problems such as high threshold, high cost, low efficiency and high risk in financial services for small and medium-sized enterprises; Internet financial platforms occupy a large share of the market, but there are problems such as insufficient supervision, insufficient credit, insufficient security and insufficient transparency in financial services for small and medium-sized enterprises; Financial technology companies occupy a small share of the market, however, the financial services for small and medium-sized enterprises have the advantages of innovation, intelligence, convenience and low cost;

Illegal financial institutions occupy a marginal position in the market, but there are illegal, violent, usury, fraud and other hazards in the financial services of small and medium-sized enterprises. The market structure of the enterprise's target market is basically the same as that of the Chinese market, but the market share of fintech companies is relatively higher, while that of illegal financial institutions is relatively lower.

market demand. Through questionnaires and in-depth interviews on the financial service needs, preferences, expectations and pain points of small and medium-sized enterprises in the Chinese market, Shangpu Consulting analyzed the market demand of the Chinese market and the market demand of the target market of the enterprise. Shangpu Consulting found that the demand for financial services of small and medium-sized enterprises in the Chinese market is mainly concentrated in the following aspects:

Liquidity, security of funds, cost of funds, efficiency of funds and transparency of funds. Among them, capital liquidity is the most basic demand of small and medium-sized enterprises, that is, to be able to obtain sufficient funds in time to meet the needs of operation and development; capital security is the most important demand of small and medium-sized enterprises, that is, to ensure the legitimacy, compliance, stability and reliability of funds; the cost of capital is the most concerned demand of small and medium-sized enterprises, that is, to reduce the cost of interest, handling fees and guarantee fees;

Capital efficiency is the most urgent need of small and medium-sized enterprises, that is, to improve the efficiency of capital application, approval, lending, repayment, etc.; capital transparency is the most expected need of small and medium-sized enterprises, that is, to be able to clearly understand the source, destination, purpose, status and other information of funds. The market demand of the enterprise's target market is basically the same as that of the Chinese market, but the demand for capital efficiency and capital transparency is relatively stronger, while the demand for capital security and capital cost is relatively weaker.