1. Communication before market research
The pre-market research communication is to ensure that the direction and content of the market research are consistent with the needs and expectations of the client, as well as with the division of labor and coordination of the team. The communication before market research should include the following aspects:
The purpose of market research: The purpose of market research refers to the problem to be solved or the goal to be achieved by market research, for example, to analyze the customer's market share, competitors' strategies, consumer preferences, industry trends, etc. The purpose of market research should correspond to the client's core problem and the objectives of the project, and the feasibility and effectiveness of the market research should also be considered. Being clear about the purpose of your market research with your clients and team can help you make your market research more targeted and focused, avoiding going off topic or wasting resources.
Scope of market research: The scope of market research refers to the market segmentation, region, time period, customer group, etc. to be covered by market research. The scope of market research should match the purpose of the market research, while also taking into account the resource and time constraints of the market research. Clarifying the scope of market research with clients and teams can help market research to be more systematic and complete, avoiding omissions or duplication.
Methods of market research: The methods of market research refer to the techniques and tools for data collection and analysis to be used in market research, such as questionnaires, interviews, observations, desktop research, statistical analysis, model building, etc. The method of market research should be appropriate to the purpose and scope of market research, and the quality and efficiency of market research should also be considered. Clarifying the method of market research with customers and teams can help market research to be more scientific and credible, and avoid errors or biases.
Expected output of market research: The expected output of market research refers to the form and content of the results and recommendations to be provided by market research, such as reports, presentations, charts, data, cases, etc. The expected output of market research should be consistent with the needs and expectations of the client, while also considering the value and impact of market research. Knowing the expected output of market research with clients and teams can help market research be more clear and useful, and avoid ambiguity or ineffectiveness.
2. Communication in market research
The purpose of communication in market research is to ensure that the process and results of market research are adapted to the actual situation and changes of customers and teams, as well as to identify and solve problems and difficulties in market research in a timely manner. Communication in market research should include the following aspects:
Progress of market research: The progress of market research refers to the completion and timeline of various stages and tasks of market research, such as the progress of data collection, the steps of data analysis, the first draft of results and recommendations, etc. The progress of the market research should be consistent with the plan and expectations of the market research, and the priority and urgency of the market research should also be considered. Sharing the progress of market research with clients and teams can help market research be more dynamic and timely, avoiding delays or conflicts.
Preliminary findings of market research: The preliminary findings of market research refer to some important data, information, opinions and enlightenments obtained from market research, such as market size, growth, structure, trends, opportunities, challenges, etc. The initial findings of the market research should be related to the purpose and scope of the market research, and the reliability and validity of the market research should also be considered. Sharing the initial findings of market research with clients and teams can help market research gain more depth and breadth and avoid one-sidedness or mistakes.
Problems and difficulties in market research: Problems and difficulties in market research refer to some obstacles and challenges encountered in market research, such as the lack of data, quality, consistency, comparability, etc., the complexity, difficulty, assumptions, limitations, etc., and the reasonableness, feasibility, innovation, and persuasiveness of the results and suggestions. The problems and difficulties in market research should be related to the methods and expected outputs of market research, and the impact and consequences of market research should also be considered. Solving problems and difficulties in market research with customers and teams can help market research to be more quality and effective, and avoid failure or waste.
3. Communication after market research
Post-market research communication is to ensure that the results and recommendations of the market research are accepted and implemented by the client and the team, as well as to evaluate and improve the quality and effectiveness of the market research. The communication after market research should include the following aspects:
Results and suggestions of market research: The results and suggestions of market research refer to the final output of market research, which should contain the main data, information, opinions and enlightenment of market research, as well as solutions and suggestions for customer problems and goals based on the analysis and judgment of market research. The findings and recommendations of the market research should be consistent with the purpose and scope of the market research, while also taking into account the needs and expectations of the client. Presenting market research findings and recommendations to clients and teams can help market research become more valuable and impactful, and avoid being useless or inappropriate.
Feedback and opinions from market research: Feedback and opinions from market research refer to the evaluation and comments of customers and teams on the results and suggestions of market research, such as agreeing, questioning, supplementing, modifying, rejecting, etc. Feedback and opinions from market research should be related to the quality and effectiveness of the market research, while also taking into account the interests and relationships of the client and the team. Collecting feedback and opinions from clients and teams on market research can help improve and refine market research and avoid omissions or conflicts.
Follow-up action plan for market research: The follow-up action plan for market research refers to the steps and measures for the implementation and implementation of the customer's problems and goals, such as strategies, plans, resources, time, responsibilities, risks, etc., based on the results and recommendations of the market research, as well as the feedback and opinions of the customer and the team. The follow-up action plan for market research should be consistent with the purpose and scope of the market research, while also taking into account the capabilities and collaboration of the client and team. Developing a follow-up action plan for market research with clients and teams can help market research to be more effective and sustainable, avoiding failures or interruptions.
Conclusion
Market research is an important part of a consulting project, which can provide clients with valuable data, information, perspectives, and inspirations, as well as solutions and recommendations for their problems and goals. However, market research is not an isolated process, but requires effective communication with clients and teams to ensure the direction, content, quality, and effectiveness of market research.