The sole purpose of market research is to obtain first-hand, truthful information. While easy to say, it is difficult to do. Industry insiders have all experienced field research: sneaking like thieves, enduring disdain; disguising like spies, racking their brains; being hunted like rats, cowering. Notebooks thrown into drains, cameras confiscated, film exposed in public, and even being invited to police stations for 'talks'—the list goes on. This is the challenge before us: to quickly and accurately obtain the required information while ensuring smooth work and maintaining a pleasant mood. This necessitates borrowing a boat to sail the sea, employing other means. Among these, constantly switching the researcher's role and flexibly positioning one's identity is the best strategy. In consulting work for enterprises, I often conduct market research and training for clients. Sometimes, I also plan and implement research tactics for corporate researchers. Based on different research requirements, market regions, product types, and research subjects, I have played various roles and enacted numerous small stories. Some of these, forced by circumstances, are 'deceptive' tactics that have played a crucial role in corporate research, providing effective and truthful bases for marketing plans. We deeply feel the unexpected benefits of these 'deceptive' tactics in field research. Here are ten types for colleagues to share. Trick #1: Fake Student, Feel Out the Enemy During market research, disguising as a university student (or graduate student) to collect market data is a simple, feasible, and effective method. By claiming to write a thesis or report, you can engage in in-depth communication with respondents, leveraging the generally positive image of students to quickly gain their recognition and understanding. Additionally, the hardship of student research can evoke sympathy, leading to better cooperation and access to genuine insights. Key Insight: Effective, but be careful not to ask overly detailed questions to avoid impatience or suspicion. Risk Index: (No problem as long as you don't reveal you're not a student) Suitable for: Young sales personnel. Warm Reminder: Look like a student—not too professional or worldly; wearing glasses and going in pairs or threes is best. Trick #2: Fake Professor, Real Research University professors are among the most easily accepted professions and typically do not arouse suspicion. By posing as a professor conducting market research for a national or provincial annual market report, and presenting pre-printed business cards with professor/expert titles, respondents are likely to believe your identity, facilitating smooth communication and even proactive cooperation from store owners. Key Insight: If executed well, this method yields unexpectedly good results. However, it requires high overall quality of the researcher, including professorial temperament and demeanor. Risk Index: (Relatively low if performed well, but ordinary salespeople may struggle) Suitable for: Middle-aged senior salespeople, regional managers. Warm Reminder: Dress and behave with scholarly air, appearing knowledgeable and learned. Trick #3: Fake Entrepreneur, Build Rapport By posing as a laid-off worker seeking wealth, you can feign consultation and advice, expressing intent to purchase from the respondent, and directly contact manufacturers or distributors to obtain truthful information. When contacting them, show urgency, sincerity, and humility to gain their approval and dispel their defenses, allowing access to more specific confidential information. However, before conducting this type of survey, you must have some understanding of relevant product policies to manage the interaction smoothly. Key Insight: This method yields more authentic first-hand market data, especially suitable for large, important research subjects, achieving twice the results with half the effort. Risk Index: (Moderate; requires careful preparation) Suitable for: Middle-aged senior business supervisors, regional managers. Warm Reminder: Prepare some talking points in advance; pretend to be a semi-outsider with entrepreneurial passion but little market or business knowledge. Trick #4: Fake Group Purchase, Use Alias Research on competitor distribution channels often starts with second-tier distributors, but they are highly guarded and difficult to cooperate with. Given that most second-tier distributors prefer dealing with large organizations for group purchases, you can claim to be organizing a group purchase for a certain system's event to visit and order. This allows comprehensive understanding of the researched items. To appear serious, you can ask for valid credentials and discuss kickbacks to increase trust, facilitating more information gathering. If initial information is insufficient, a second visit will seem more genuine, and they may reveal more. Key Insight: This method is highly effective for researching second-tier distribution channels, yielding abundant information on competitor prices, sales, and policies. Risk Index: (Low with good cooperation and preparation) Suitable for: Senior business supervisors, regional managers. Warm Reminder: Prepare the group purchase unit and purpose in advance; avoid naming a specific unit, just say a certain system. Best executed with 2-3 people. Trick #5: Fake Reservation, Dig into Their Hearts For market research on white spirits and meal-time milk, hotels are the most important terminal. Larger hotels are the hardest to communicate with. You can pose as a representative of a large Chinese industry holding a local conference, needing to reserve a meal at the hotel, and use this opportunity to conduct a product survey. However, when ordering, first look at the menu, not the alcohol, to divert attention. If you focus on the liquor from the start, the hotel owner will suspect. After ordering dishes, you can then select drinks, and during this process, legitimately conduct detailed market research. Key Insight: This method works well and gains good cooperation from hotels. It's best to ask for the owner's business card first. Risk Index: (Very low as it's a normal dining reservation) Suitable for: Middle-aged senior salespeople. Warm Reminder: Execute with 2-3 people; ask concise, pointed questions to avoid impatience. Trick #6: Buy Something, Occupy Time For FMCG research, small terminal research is crucial. Small stores have abundant information but are often unwilling to talk. You can buy small items (preferably food or drinks to consume on the spot) at a small supermarket, but don't rush to pay. First, conduct the market survey: go to the counter, eat or drink what you bought, and chat with the owner. Since you haven't paid, the owner will be anxious, prompting them to engage in conversation. At this point, ask your survey questions; they'll generally cooperate, as they won't be rude before receiving payment. Remember to keep the conversation going; otherwise, the owner may become impatient or suspicious. Once you get answers, pay and leave. Key Insight: This method is easy and effective, yielding basic market information. Risk Index: None. Suitable for: General salespeople, ordinary researchers. Warm Reminder: Be affable, guard against suspicion, and don't pay until you have your answers. Trick #7: Fake Recruitment, Big Temptation For terminal research, hypermarkets are the most representative. Posing as a manufacturer's regional supervisor, you can approach promotional staff at hypermarkets or other key outlets, hinting at local recruitment of promoters to build rapport, thereby gaining deeper understanding of the market. Since you're a recruiter, offering high pay will attract their interest, leading to active cooperation. However, avoid appearing as a researcher; just focus on recruiting excellent promoters. Key Insight: This method gains active cooperation from promoters and yields good market information. Risk Index: (Low if you don't reveal you're not a recruiter and avoid being discovered by their supervisor) Suitable for: Senior salespeople, marketing department staff. Warm Reminder: Express urgent recruitment needs with high pay; best conducted discreetly. Trick #8: Fake Applicant, Enter the Tiger's Den When competitors recruit, they often publicize systems, market operations, and plans—an ideal time to learn about them. This method involves applying as a candidate for a marketing or sales position. During the interview, engage in deep conversation with the responsible personnel to understand market and product information, including organizational structure and compensation systems. No risk, no reward. Key Insight: Generally yields quick, truthful information. But preparation is key: basic understanding of the company and careful formulation of questions. Risk Index: (Moderate; focus on policies, models, and compensation; maintain a genuine disguise) Suitable for: Senior salespeople, marketing specialists, internal administrators. Warm Reminder: A sincere application attitude is crucial; you may also prepare a fake resume. Trick #9: Fake Complaint, Extract Truth Complaints are a headache for manufacturers, so they typically assign dedicated staff to resolve them quickly. You can complain as a consumer about products or services directly to the manufacturer, and during the interaction, glean information about products or market policies. Remember, the complaint is just an entry point; the key is to find opportunities to converse with sales department staff, chatting about daily life and the market, which may reveal unexpected confidential information. Key Insight: Manufacturers rarely neglect consumer complaints; with appropriate tone and sincerity, you might even become temporary friends with the receptionist. Risk Index: (Low if the complaint is specific and the disguise is genuine) Suitable for: General salespeople, senior salespeople, marketing staff. Warm Reminder: Keep the complaint moderate, choose a good entry point, and control the process. Trick #10: Borrow the Tiger's Skin, Raise the Banner During market research, you can cleverly use identities of public research organizations, such as certain associations, special research teams of Chinese institutions, industry or superior management inspection teams, or relevant department project research groups, to conduct supervisory surveys on various terminals. Such identities typically receive enthusiastic reception and deep cooperation from frontline staff like store clerks and manufacturer promoters. Deliberately inflate the research topic, even claiming it's a national or provincial activity that will benefit them or the industry. Given respondents' tendency to report only good news, researchers should be amiable and patient, maintaining barrier-free communication. Key Insight: This has some research effectiveness, but the truthfulness of individual information may not be high; however, it's a good way to obtain a large volume of information. Risk Index: (Moderate; disguise must be realistic, not too serious, with appropriate language and some professional knowledge; act quickly and don't linger) Suitable for: Senior business supervisors, marketing staff. Warm Reminder: Mainly target frontline personnel like small terminal owners and promoters. Prepare relevant props to facilitate communication and dispel suspicion. The above are summaries and generalizations of ten 'deceptive' tactics validated over years of market practice. I am merely casting a brick to attract jade; each tactic is a microcosm and representative of a type of research method, which can be adapted and derived in similar cases. Marketing innovation is artistic; art requires performance. Market competition is ruthless; ruthless competition drives us to think and change constantly. Sometimes we can't be too honest or too kind; sometimes we can't always tell the truth; occasionally playing the 'shrewd merchant' is understandable, and using harmless white lies and 'tricks' that only benefit ourselves without harming others is not inappropriate. When using these research 'tricks,' adapt to local conditions, timing, and people. The research team must have high overall quality, suitable personality traits, and reasonable team composition, as well as certain performance skills. Professional training before research is recommended. 'Don't call me bad; the market forced me.' When and where to use which tactic depends on the product and target. Solo, double, or mixed play—field research is never in vain! -END- Excerpt from 'Terminal Visit Sales General Model' September 10, 2015 20:00--21:00 Long press the QR code below to register for the course for 9.9 yuan.