—— Take the investigation of general ceramic tile project as a case summary.

First, summary of investigation practice: three-stage and seven-step investigation method.

There are many summaries about the research methods.

This paper only summarizes from the perspective of research practice, with the preparation, implementation and summary of the research as three stages, and the steps of asking questions, assuming, verifying, summarizing and preparing reports, and summarizes the research methods into three stages and seven steps.

These three stages and seven steps are:

The first stage: investigation preparation

1. Definition: There is only one entry point for brand development, and there will be no more than three core issues in the survey. (Although the whole brand project may be related to 10000 knowledge points);

2. framing the question: the question is a black box, and it is more valuable to determine the boundary, framework and answer category of the question than to give assumptions in advance.

The second stage: investigation and implementation

3, research execution: the answer is in the terminal!

4. Hypothetical demonstration: In the process of investigation and implementation, there must be three questions: Is the question true? Is the analytical framework realistic? Is the analytical method used in the questionnaire scientific?

5. Re-implement the investigation: after the hypothesis demonstration, continue to do the investigation until the logical chain of the problem is dug up and the root of the problem is found.

The third stage: investigation and summary

6. Survey summary: sort out the logical chain of the problem, "problem-phenomenon-underlying logic analysis-solution", and find the final solution to the problem.

7. The research report should be written as "problem-solution-demonstration-solution", which is concise, profound and clear in logic.

Combined with the actual investigation of general projects, this paper comprehensively interprets these three stages and seven steps.

Two, three-stage and seven-step research method disassembly

The first stage: investigation preparation

1. Definition: There is only one entry point for brand development, and there will not be (nor can it be) more than three core questions in the survey.

1. 1, definition of general project problems

Through investigation, it is found that as a weak brand in the ceramic tile industry, the basic demand of general ceramic tiles is how to build brand advantages through clear brand positioning and become a necessary brand for consumers to buy ceramic tiles.

Brand building drives the breakthrough of enterprise performance development, which is the breakthrough point of the project.

The core issues of the survey ultimately boil down to the following three questions:

1). What points do consumers pay attention to when purchasing ceramic tiles? (What are the core value elements of our brand that can become necessary for consumers? )

2) What are the pain points and hopes of dealers? In view of the particularity of ceramic tile industry, dealers are one of the core channels. Others, such as engineering and home improvement, often need dealers to do the final maintenance. Therefore, how to solve the actual pain points of dealers and how to meet their hopes in the sales of ceramic tiles has become the key to brand development and performance breakthrough. )

3) Based on the above two points, what does a general need to do?

"One Breakpoint, Three Sub-problems" has become the bull's nose in project implementation. Grasping this bull's nose will grasp the key to the project.

1.2. The customer has 10 questions. What should I do?

If there is a 10 problem, the problem is simplified to one core and three sub-problems.

There is only one ultimate question. If it is unclear, it is the understanding of the project and the understanding of customer needs is not deep enough.

The best sub-problem boils down to less than three, which is to find the key point to solve the problem. Generally speaking, these three key points have been solved, and other problems are not problems.

1.3. key point: defining the problem is the starting point and end point of the project.

Defining the problem is the starting point and end point of the project.

Defining the problem is the starting point and end point of the project.

Defining the problem is the starting point and end point of the project.

Say the important questions three times.

As a brand consultant, I am always on the front line of business difficulties. The question is the beginning of business entrustment, the question is where to consult the value of people, and the answer is the end of the project.

Starting from the question, full of infinite curiosity about the unknown and extreme desire for the ultimate answer are the prerequisites for consultants to do a good job in the project.

Finally, understanding the problem with Party A is the first step of the project. If everyone's understanding of the problem is inconsistent, then all subsequent efforts will be in vain.

2. framing the question: the question is a black box, and it is more valuable to determine the boundary, framework and answer category of the question than to give assumptions in advance.

2. 1. Why is the problem framed rather than structured?

For a consultant, the best is the logical structure, the biggest advantage is the rich experience, but the biggest problem is often here. The structure and assumptions of questions often lead people to fall into the logical fallacy of "circular argument", because they assume the answer premise according to experience and fall into the misunderstanding of self-cognition under the premise of "procedural justice"

In the face of new projects, all the past is a preface, all the experiences are experiences, and all the glory needs to return to zero. We have to admit that the question is a black box, and we need to "determine the boundary of the question (the sense of boundary is very important), the framework (the framework for thinking about the question), the answer category (level, depth, qualitative? Quantitative? )"。

2.2, the framing of general project problems.

1) "Consumer's Concerns about Ceramic Tile Consumption"

1. 1) survey method: online survey.

1.2) framework research problem

The rationality, objectivity and representativeness of the sample should be considered first in the survey of "consumer's demand for ceramic tile consumption". Therefore, the first is the sample size of consumers and the reasonable distribution of consumers in the national urban agglomeration; Second, consider the reasonable distribution of consumers' ages, and third, consider the reasonable distribution of income levels. Fourth, consider the gender ratio of consumers.

Specific quota quantity indicators of key quotas

Key quota 1: urban agglomeration quota is omitted.

Key quota 2: Age quota omitted

Key quota 3: Omission of income quota

Key Quota 4: Gender Omission

On the basis of the above-mentioned "consumer demand for ceramic tiles", the specific investigation questions are further refined.

2) The problem of framing dealers

2. 1) survey method: offline interview+face-to-face questionnaire survey.

2.2) Selection of research samples

Distributor is the main sales channel of ceramic tile industry. It can be said that the scale of ceramic tile brand is directly related to the performance contribution of dealers.

Therefore, dealer sample selection:

The first indicator: performance contribution;

The second indicator: the dealer's operating ability.

The third indicator: the relationship between manufacturers

The fourth indicator: geographical distribution

The fifth indicator: the number of survey samples.

Key indicators are based on performance, contribution to business capability, geographical distribution of manufacturer relationship, number of samples

At this stage, the final result is to determine which dealers need field investigation and what is the total sample size.

2.3) Draw up the contents of the questionnaire (i.e. "Dealer Questionnaire")

Internal logical chain of dealer research framework content

1. Market fundamentals/dealer operation power survey terminal marketing growth point >; & gt dealer operation authorization mode

Second, investigate the competitive strategy/brand value growth point of competitive products in regional markets >> General military authorization model

Iii. consumer demand/product survey product category/value/price model >> product value growth point

Fourth, the investigation of the store situation, single store profit model >> dealer operation authorization model

Verb (abbreviation of verb) sales survey

Brand value growth point and terminal marketing growth point >> Brand value model/terminal marketing empowerment model

The above five parts are the basic framework and internal thinking logic chain of dealer research. On this basis, further refine the specific content of the questionnaire, and finally output the dealer questionnaire.

After the team has reached an understanding, they can set out for field investigation.

Re-emphasize: before the field trip, these efforts are only to confirm the boundary, framework and possible answer range of the question, and during the field trip, we should constantly optimize the question according to the actual situation.

The second stage: investigation and implementation

3, research execution: the answer is in the terminal!

3. 1), dealer survey: first understand, then consult and finally confirm.

An excellent dealer in each region must have two qualities: being very familiar with the local market; Very familiar with the advantages of ceramic tile brand.

Therefore, no matter how complete the questionnaire before the survey is, it should be zero.

Learn first: first listen to the dealer's understanding of local business and be a serious and active listener.

Ask again: It is best to ask your own questions naturally in the other person's mind, so that the other person can answer specific questions in a relaxed and pleasant communication.

The specialty of scientific researchers is that they can bend over to study, ask questions and show their professionalism in their research. Good questions can penetrate the essence and shake the soul.

Final confirmation: the final confirmation is to sort out the local operation mode according to professional thinking and confirm the key issues with the dealers one by one.

In the actual investigation, it is fascinating and shocking that you will find the uniqueness of each dealer's wisdom, personality and business understanding. What they have in common is to find the value of general brands in the local market.

There is another point that needs special attention: the national popularity and regional popularity of ceramic tile brands are full of dialectical relations. Especially in some sinking markets, brand awareness often depends on the operating ability of dealers. From a national perspective, it may be the third in the industry, but it is the boss in this region. Is this the dealer/regional representative? Most of the brand's breaking points are included.

Specific to the general brand, dealers generally realize that:

1. From the microscopic point of view, the product quality of general ceramic tiles is excellent and recognized by consumers. The ultimate product quality has become the dominant gene of the brand.

2. From a macro point of view, people in the industry all think that General's ceramic tile brand is in the first-line brand industry in the market, but because of its introverted and humble personality, it has not done relevant marketing promotion. In public perception, it is still weak.

Therefore, it has become the most concerned issue for everyone to level the brand awareness of GM inside and outside the industry and improve the popularity of GM brands.

3.2) Front-line personnel survey: from customers to close friends.

From customers to bosom friends. The importance of front-line personnel is that they are the direct representatives of the brand in front of customers. They are the most practical experts in solving customer problems.

Communicate and study with front-line personnel in the market, from customers to caring people. Listen carefully to how the other party introduces products (selling points, prices), brands (positioning, advantages and features) and competing products (positioning, advantages and features). Finally, put yourself in the front-line personnel's shoes and understand the difficulties and pain points.

For example, when doing field surveys, local dealers (mom-and-pop shops) are more worried about how to introduce products. What is the relationship between product naming, characteristics and pricing? Without these basic materials, I can only make up a set of statements by myself. This makes us realize the importance of product manual and brand manual in the terminal.

Ask specific questions. The terminal should avoid vague concepts, and the problem should be specific, then specific. If we say products, which products sell well? Which products are not popular? Why? How much can I spend on this product? What is the premium ability of the brand at the terminal? Is the product price reasonable in the local market?

Ask practical questions. The value of a consultant is to solve practical problems. What specific practical questions do frontline people have to ask? As a brand, what practical help can you provide?

For example, during the visit, we found that front-line personnel generally want to get professional training and have a more professional and systematic understanding of brands and products. When introducing to the outside world, I hope to speak standard.

Seek answers. Excellent front-line personnel are definitely experts in solving practical problems. For example, how to intuitively reflect the quality of tiles? An excellent store manager in Nanning said: Weigh to see the density, drop by drop to see the water absorption rate. That is, I show you that my tiles are heavier than others, my density is high and the quality of tiles is good; The same two drops of water, my water absorption is low and the quality is good.

3.3), on-site inspection

On-site visit. Learn, compare and truly understand the regional terminal market. Strive for a more three-dimensional understanding of different brands in different markets and the same regional market.

In terms of methods, insight into the market is the first place for on-site inspection. Consultants should not only be on-site recorders, but more importantly, besides eyes and ears, nose and head, that is, the business sense and logical thinking behind them.

For example, in the field investigation of ceramic tile market, we have two important findings.

Big brand channels and prices have both sunk. The sinking of big brand channels is a well-understood concept. More market means more market share. 202 1 another phenomenon that is not well understood is that big brands adopt the strategy of double sinking of channels and prices in regional markets. The brand effect of big brands is superimposed on the ultra-low price strategy, forming the lore of second-line and third-line brands.

This first means that enterprises without good brand effect will be in a very unfavorable and crisis situation in this competition. Doing a good brand has become the top priority of ceramic tile enterprises.

The local city and county markets release vitality. Ceramic tile market is the most dynamic, the market demand is strong, and the brand competition pattern is not finalized. It is a local city to county market, that is, a third-and fourth-tier market. Therefore, our judgment is that the new market is contained here. Whoever seizes the effective market of the third and fourth lines will take the lead in developing new markets.

4. Hypothetical demonstration: In the process of investigation and implementation, there must be three questions: Is the question true? Is the analytical framework realistic? Is the analytical method used in the questionnaire scientific?

In the field investigation, we will find that there are many differences between the original preset analysis framework and the actual market visit phenomenon. Therefore, an important link in the actual visit is to iteratively update the original problem analysis framework.

4. 1) Classify dealers.

For example, in the visit to the ceramic tile market, we found that the distribution channels of dealers are very diverse, which can be mainly divided into three categories: engineering, home improvement companies and distribution, and each category is divided into many subcategories. Different types of distribution channels determine different types of dealers and different modes of operation. Therefore, the classification of dealers has become a link that needs to be adjusted in the investigation.

On this basis, the analysis mode of dealer operation has also changed. Under the original analysis framework before the investigation, the hypothetical single-store profit model needs to be adjusted and further adjusted to the dealer's channel response model.

Channel-type engineering centralized procurement dealer self-operated specialty store decoration company

? Distribution foreman/paving master? All-inclusive and half-inclusive

Therefore, we further optimized the channel types.

4.2) Stratification of dealers

With the deepening of research, there is another interesting phenomenon, that is, there is obvious stratification in the primary, secondary, tertiary and tertiary markets, and different levels often show diversity because of different regions. The grading situation can be briefly described as follows:

Market-level brand competition, basic situation of dealers and basic needs

First-and second-tier cities are fully competitive; The competition pattern has basically taken shape; Strong management ability; Just providing policy support.

Brand scuffle zone in third-and fourth-tier cities; The competition in the core area is more intense; The competition pattern has not yet formed; The level of management ability is uneven; Policy support+specific standardized operation guidance.

In short, the actual investigation is a process of "theory-practice-theory-practice".

5. Re-implement the investigation: after the hypothesis demonstration, continue to do the investigation until the logical chain of the problem is dug up and the root of the problem is found.

In the re-implementation of the survey, two points are more important. That is, "solving problems on the spot"&; Adhere to the "open discussion".

5. 1, field problem solving

Solving problems on the spot is a very effective method in investigation. The more specific the problem, the better the effect. For example, in the terminal store, we learned that the more practical terminal marketing materials are as follows.

Applicable scene marketing materials

Terminal store flag, clothes (deliveryman), ashtray, door head, umbrella, cup, nail clippers, rice (for foreman).

5.2. Open discussion

1) The difficulties of the project are openly discussed with people in the industry.

It is an effective way to break through the lack of experience of consultants in the industry to discuss the project difficulties with the industry. Practice leads to true knowledge. After years of practice, industry personnel often have a set of more effective specific measures to deal with specific industry problems. For example, we mentioned how to let consumers intuitively feel the quality of ceramic tile products, and the answer given by front-line personnel was weighing dripping water.

The specific approach is not the final answer. How to integrate some excellent concrete practices into a set of effective gameplay is the advantage and value of consultants.

2) Open discussion by the project team.

The public discussion of the project team is the key point of investigation and implementation. The so-called openness means removing hierarchy, constantly stimulating the personal feelings of team members and forming a multi-dimensional perspective on the project.

The third stage: investigation and summary

6. Survey summary: sort out the logical chain of the problem, "problem-phenomenon-underlying logic analysis-solution", and find the final solution to the problem.

6. 1) Adhere to the problem orientation.

After investigation, we often face a lot of data. Only by adhering to the problem orientation will we not get lost. The problem is the starting point and the end point. The problem is that trouble is also a value.

6.2) Think deeply and discover the essence of the problem.

Sort out the logical chain of the problem, "problem-phenomenon-underlying logic analysis-solution", and find the final solution to the problem. The shortcomings of people in the industry are often limited to specific problems, and the thinking path is "problem-solving", which is simple and effective, but it often lacks a thorough grasp of the overall situation and the bottom-level questioning of the nature of the problem. And this is the value of consultants.

6.3) Give yourself 10 minutes. Nonlinear thinking is necessary.

In the stage of investigation and summary, nonlinear thinking is very necessary. Jump out and say things. Jump out and there will be an analytical framework. You can reflect on the whole from the following angles:

Look at enterprises from similar cases in different industries

B Look at enterprises in the same/similar industries in different countries.

Look at enterprises from the direction of national future development policy

D look at the enterprise from the intuitive judgment of self

……

These perspectives often lack logical inevitability, and the relevance of cases may not be strong, but they often have extraordinary value in dealing with cross-cycle problems.

6.4) General Project Survey Summary

Consumer research.

Through investigation, we found that quality and performance are the primary considerations for consumers to buy ceramic tiles, followed by color and style, and finally the price.

Excellent quality is the core advantage of general products.

According to the further summary of other materials, we regard "seven-star quality" as one of the general brand positioning elements.

?

Channel research.

Channel research can be planned as the following three points:

A. It is a key task to level the awareness of GM brands inside and outside the industry and improve brand awareness.

Generally, the reputation of good product quality of B needs attention, so shout it out.

C need to "manage/authorize" different levels of dealers.

……

On the basis of comprehensive research, we will lock the breakthrough point of the project in:

1, define the general's brand positioning: first-line famous brand, seven-star high quality.

2. Shout out this positioning and become * * * knowledge inside and outside the industry.

?

7. The research report should be written as "problem-solution-demonstration-solution", which is concise, profound and clear in logic.

7. 1 one page principle.

The drafting of the report needs to adhere to the principle of a piece of paper. That is, express the whole idea with a piece of paper. Extremely general and concise content is the most valuable.

7.2 General principle of total score.

It is best to write the report logically according to the principle of "problem-solution-demonstration-solution". Other relevant information belongs to the annex.

Third, write it at the back.

1, research and practice need to grasp the bull's nose of the project: starting from the problem.

The problem is the starting point and ultimate goal of the investigation; The three-stage and seven-step investigation method belongs to the concrete method summary of investigation practice.

2. The research work goes far beyond this.

In the operation of the project, the research scope of the design far exceeds the above-mentioned online research and offline access research. However, due to the need of space and argumentation, only the core content is clarified.