In the final sharing, we introduced the team building of start-ups in detail, including the process, types and principles of establishing an efficient entrepreneurial team. So what I want to share with you today is, how do start-up teams conduct effective market research? Speaking of market research, I'd like to talk about a famous figure in business here, that is Shi Yuzhu of Giant Group, who can be called a genius in contemporary business. When the Giant Building was built, it owed 250 million yuan, which became the first burden of China. Finally, he made a comeback through melatonin and finally completed the counterattack. So why is melatonin accepted and consumed by consumers in a short time? In order to do a good job in the market research of melatonin Shi Yuzhu, I personally went to Jiangyin rural area to conduct market research, and investigated the user's needs, user awareness and issues that users care about. Through sufficient market research, I got the well-known advertising slogan: "No gifts this year, just melatonin." Then Shi Yuzhu's success lies in doing sufficient market research.
How to do research?
Before any project is implemented, a full market survey must be conducted. No research, no right to speak. But it often happens in start-ups, doing business without doing research, and finally being in a hurry. As you can imagine, the final result is not good. However, some start-ups attach great importance to market research and spend a lot of money to invite well-known enterprises such as Shanghai and Beijing to conduct research. At the end of 20 17, we received a market research demand from a real estate company. Through understanding, the company spent150 thousand yuan to invite a research institution in Shanghai to do market research, and invited many temporary workers to do market research, but the customers were not very satisfied with the final market research report. Why is this happening? I use my own actual case to share with you how to do market research. What is the process of investigation?
1, preparation before investigation
Theme of research: any form of research must have a theme, and the finer the theme, the better. What is the significance of research? We must achieve consistency within the team, there must be a mobilization meeting for the research, and the purpose and incentive plan of the research must be clear within the team, with clear division of labor and clear responsibilities.
Survey plan: survey time node, survey area, survey user group, survey language, standards for making survey forms, and time node for submitting forms.
Training of researchers: Effective market research requires a lot of manpower and financial resources. In order to achieve the expected results, some temporary workers will be recruited, so there should be a research training for these recruited temporary workers. What are the important contents of the training?
The speaker of the training must be the person in charge of the project.
Training time: the first notice is in place.
Training location: the first time, it is clear whether it is in the company or the hotel meeting room.
Training courseware: The contents are as follows
Matters needing attention in research,
When investigating the form to fill in the specification,
Investigation and tracking mechanism
The feedback mechanism of the investigation,
Incentive mechanism,
Personnel arrangement, whether group or individual.
During the training, all participants must be clearly introduced to the arrangement and rehearsal of research words.
2. In the investigation and study
The contents of the investigation:
It is best to use some forms to fill in the contents of the survey, as long as the researchers fill it out. The contents generally include: user name, contact information, user positioning analysis, user demand analysis, user thinking analysis, user group analysis, users' opinions on similar products or services, users' ideas and suggestions, etc. The content must be simple and clear, and direct questions and answers can be used. What is the user's motivation to participate in the research? Be sure to keep your word. It can be some small gifts or some discount cards.
Investigation method:
Second-hand data collection method: by searching some old and new media.
Observation method: observe the relevant living habits and behavior habits of users on the spot.
Inquiry method: find some competitors to understand the development status of the industry
Live broadcast method: this is a new method, which needs more people to participate and be inspired by live broadcast.
Experimental method: Collect relevant information through on-the-spot observation or display.
Sampling survey method: take out a certain number of reference objects and conduct targeted surveys.
Investigation form
questionnaire
Business district map (a very detailed business district map is made by sweeping the street, including streets, shops along the street, shop area, shop entrance, business category, business status, etc. Should be reflected in the business circle map)
Shop floor plan (electronic floor plan+photos)
survey data
Number of participants in the survey
Gender of participants in the survey
People who participate in the survey get income.
Sales data of the store
Staffing of shopping malls
Operating data of competitors or non-competitors (sales, annual target, rent, staffing, etc.). )
3. After investigation
The conclusion of the investigation
We should all take an active part in it before reaching a conclusion. The basis of the conclusion is the previous data analysis, through which we can judge or verify the conclusion. Therefore, to say whether the conclusion is right or wrong, one of the most critical prerequisites is that the data must be correct, and people who do market research should be honest and trustworthy. Any data is an evaluation of you.
Be bound into a book
Sort out the data and choose a better teacher.
Submit an investigation report. Foreword, text, annexes, etc. Is acceptable. It is convenient for everyone to read and browse.
That's all I want to share with you today about this research. I hope I can help you.
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