什么是市场研究？

市场研究是一个涵盖范围广泛的概念，主要包括：

过去与当前的市场状况
客户的人口统计特征
对产品与服务的需求

进行市场与客户研究，能让您掌握本地及全球市场趋势的见解与数据，协助您在维持或扩展业务时做出更明智的决策。

What is market research?

Market research is a broad term covering:

past and current market conditions
customer demographics
demand for products and services.

Conducting market and customer research gives you insight and data on local and global market trends that will help you make decisions when your goal is to maintain or grow your business.

何时应进行市场或客户研究？

当您在发展或调整企业的各项业务内容时（包括向客户推出新产品或服务），进行充分的研究至关重要，这能让您对所采取的行动更具信心。研究范围可包括：

定价
品牌塑造
产品名称
新零售据点
广告活动

进行研究的方法可包括：

自行进行调查（例如：客户问卷、意见回馈与访谈）
分析自身业务的销售表现、退货率与回购率
研究行业与市场趋势信息
查阅报告、产业期刊及政府资料
聘请外部市场研究顾问
与本地大学合作，让其指导学生参与实习或专案型的工作整合式学习计画

When you should do market or customer research

When developing and changing aspects of your business, including new product and/or service offerings to customers, it's important to do thorough research to have confidence in the actions you're taking, including research into:

pricing
branding
product names
new retail outlets
advertising campaigns

There are several methods you can use to do research, including:

conducting your own research using customer surveys, feedback and interviews
conducting analysis of your own business using your past performance in sales, goods returned and repeat business
researching industry and market trend information
reviewing reports, industry journals and government information
engaging an external market research consultant
engaging your local university to supervise a placement or project based work integrated learning internship

理解市场研究与客户研究

市场研究是一种用于获取特定市场及目标客户可靠资料的方法。市场研究机构、政府部门及产业协会会提供有关市场及未来趋势的数据与统计报告。

您也可以从澳大利亚人口普查资料中获取数据，或利用搜寻引擎与社群媒体来探索市场趋势，了解客户正在关注的内容。

客户研究是市场研究中的一个子领域。客户研究工具可协助您锁定并了解目标客户的行为模式与人口特征。

市场研究与客户研究的主要区别如下：

市场研究涉及的数据和统计：

整体产业概况
市场特性
经济与人口变动
技术创新网路与手机使用情况
竞争对手的动态

顾客研究则着重于以下资料与洞察：

客户想购买什么、何时购买以及购买频率（量化数据）
客户做出这些决策的原因（质性洞察）

通过分析客户资料与动机，能深入了解包括地理分布、购买习惯、偏好以及目标客群预期增减情况等人口统计信息。

结合市场研究与客户研究能帮助您掌握最新市场趋势，并建立可靠的客户资料以精准锁定目标。建立多个不同的客户资料十分重要，可避免营销范围过于分散而降低成效。

Understanding market research and customer research

Market research is a methodology used to gain reliable data about specific markets and target customers. Market research organisations, government agencies and industry associations provide data and statistical reports on markets and future trends.

Data and statistics can also be taken from the Australian Census and by using search engines and social media to explore trends in the market and discover what customers are searching for.

A subset of market research is customer research. Customer research tools help you target and understand your buyer's behaviour and demographics.

The differences between market research and customer research are:

market research involves data and statistics for
- overall industry
- market attributes
- economic and population fluctuations
- technology innovations
- internet and mobile phone usage
- competitor activities
customer research involves data and insights into
- what, when and how often customers want to buy (quantitative data)
- why they make their decisions (qualitative insights).

By exploring customer profiles and motivations, you can gain insight into demographics such as geographical populations, buying habits, preferences and the projected growth or decline of targeted groups.

Using a combination of market and customer research helps you to keep up to date with market trends and build reliable customer profiles to target. It is important to build more than one customer profile to prevent marketing too broadly.