本文提到的市场调研咨询化,是一个很有意思的话题。其中奥秘有三:第一,目标明确。市场调研通常是为后续方案的制定和决策服务的,事先对方案有了预想和假设,调研方案设计的针对性就强,调研成果的利用率就高。第二,精到、原创的调研方法。有效的调研往往是直接、简单的,咨询公司有自己的方法和工具,完全可以运用到调研中去,如我们为佳友超市做业态定位时,就使用过小票调研法,通过对消费者购物小票的收集、回购,加上即时询问得到了极有价值的信息。第三,将调研本身作为品牌推广的一个组成部分。我们就曾通过消费者大会做现场调研,同时预告某楼盘即将上市的消息,一石多鸟,效果很好。 This article referred to the market research consultative, is a very interesting topic. There are three mysteries: First, the goal is clear. Market research is usually for the follow-up program formulation and decision-making services, prior to the program has been envisioned and assumptions, research programs designed to be more targeted, research utilization rate is high. Second, refined, original research methods. Effective research is often direct, simple, consultancy companies have their own methods and tools that can be applied to the research, such as we do for the supermarket business niche positioning, the use of a small ticket research method, through the consumer Collection of small shopping receipts, repurchase, coupled with real-time inquiry received valuable information. Third, the research itself as an integral part of branding. We have done through the consumer conference on-site research, at the same time notice of the upcoming sale of a real estate news, a stone birds, the effect is very good.