The impact of 1. digitization and artificial intelligence technology on industrial market research

Digitalization refers to the process of using information technology to convert all kinds of information into digital format, and to transmit, store, process and apply through the network. Digital technologies, including the Internet, Internet of Things, cloud computing, big data, blockchain, etc., can achieve rapid access to information, sharing and utilization, and improve the value and efficiency of information.

Artificial intelligence refers to a certain intelligent system made by people, which can perceive, understand, learn and reason all kinds of information, and make decisions and actions according to the goal. Artificial intelligence technology includes machine learning, deep learning, natural language processing, computer vision, speech recognition, etc., which can simulate and expand human cognitive ability and improve the quality and effect of information.

Digitalization and artificial intelligence technologies have had a profound impact on industrial market research, mainly in the following aspects:

（1) data sources are richer and more diverse. Digital technology enables various types of data to be collected, transmitted and stored, including production data, sales data, customer data, competitive data, etc., forming a huge amount of data resources. At the same time, artificial intelligence technology enables unstructured data, such as text, images, audio, video, etc., to be converted into structured data, increasing the availability of data.

（2) Data analysis is more efficient and accurate. Digital technology allows data to be processed and analyzed quickly, and through various statistical methods, mathematical models, algorithms, etc., data can be described, predicted, optimized and other operations to extract valuable information. At the same time, artificial intelligence technology allows data to be intelligently analyzed and interpreted, and through a variety of machine learning methods, deep learning methods, etc., data can be classified, clustered, associated, recommend and other operations, mining deep-seated laws and knowledge.

（3) Data applications are more extensive and innovative. Digital technology enables data to be flexibly applied and shared. Through various platforms, systems, software, etc., data can be presented to different users to meet different needs. At the same time, artificial intelligence technology enables data to be automatically applied and optimized. Through various intelligent systems, intelligent devices, intelligent services, etc., data can be transformed into useful actions to achieve different goals.

New Methods and Trends in 2. Industrial Market Research

Industrial market research is a subject of continuous development and innovation. With the progress and popularization of digitalization and artificial intelligence technology, some new methods and trends have emerged in industrial market research, mainly including the following aspects:

（1) online research. Online research refers to the use of Internet technology to conduct market research, including online questionnaires, online interviews, online observation, online experiments, etc., to achieve rapid data collection, low-cost access, large sample coverage, real-time feedback and other advantages. At the same time, through the use of artificial intelligence technology, online research data can be intelligent cleaning, intelligent analysis, intelligent reporting and other operations to improve the quality and effectiveness of the data.

（2) Social Media Analytics. Social media analysis refers to market analysis using user-generated content on social media platforms, including Weibo, WeChat, Douyin, Zhihu, etc., to obtain users' true opinions, feelings, behavior and other information, reflecting the dynamic changes of the market, consumption trends, competitive situation and so on. At the same time, through the use of artificial intelligence technology, social media data can be intelligently crawled, intelligently identified, intelligently mined and other operations to extract valuable information and knowledge.

（3) Big Data Analytics. Big data analysis refers to the use of big data technology for market analysis, including cloud computing, big data platform, big data tools, etc., can handle massive amounts of structured and unstructured data, to achieve data integration, storage, management, analysis and other functions. At the same time, by using artificial intelligence technology, intelligent modeling, intelligent prediction, intelligent optimization and other operations can be carried out on big data to maximize the value of data.

（4) Visual analysis. Visual analysis refers to the use of visual technology for market analysis, including charts, maps, dashboards, storyboards, etc., to be able to display complex data to users in an intuitive form to improve the comprehensibility and operability of the data. At the same time, through the use of artificial intelligence technology, visualization can be intelligent generation, intelligent recommend, intelligent interaction and other operations, improve the quality and effect of visualization.

Practical Cases of 3. Industrial Market Research

In order to better demonstrate the application effect of digital and artificial intelligence technology in industrial market research, this paper selects some specific cases provided by Champ Consulting for its clients for brief introduction:

（1) An international automaker commissioned Shangpu Consulting to conduct market research for the launch of a new electric vehicle in the Chinese market. Shangpu Consulting uses a combination of online questionnaires and social media analysis to gain an in-depth understanding of the target consumers' willingness to buy, preference characteristics, and purchase channels, as well as a comprehensive assessment of competitors' product characteristics, pricing strategies, and market share. Shangpu Consulting uses artificial intelligence technology to clean, analyze and visualize the collected data, and provides customers with targeted market entry strategies and marketing suggestions based on the results.

（2) A domestic iron and steel enterprise commissioned Shangpu Consulting Company to conduct market research. Shangpu Consulting Company adopts the method of combining big data analysis and visual analysis to systematically analyze the supply and demand situation, price fluctuation, cost structure and technological innovation of the steel industry, and evaluate and optimize the customer's product quality, production efficiency, cost control and market competitiveness. Shangpu Consulting uses artificial intelligence technology to visually display the analysis results, and provides customers with targeted market development strategies and operational suggestions based on the results.

（3) A foreign chemical company commissioned Shangpu Consulting to conduct market research for its partners in the Chinese market. Shangpu Consulting Company adopts the method of combining online interview and social media analysis to have a comprehensive understanding of the development trend, policy environment, market demand and competition pattern of the target industry, and makes an in-depth discussion on the background information, reputation evaluation, business scope and cooperation intention of potential partners. Shangpu Consulting uses artificial intelligence technology to integrate, analyze and recommend the collected data, and provides customers with a detailed list of partners and cooperation suggestions based on the results.

4. Conclusion

Digitalization and artificial intelligence technology is the new trend of industrial market research, which provides more data sources, data analysis and data application possibilities for industrial market researchers, and also brings higher data quality, data effect and data value. Industrial market researchers should actively learn and master digital and artificial intelligence technology, innovate and optimize the methods and processes of industrial market research, improve the level and effect of industrial market research, and provide more powerful support for the strategic decision-making of industrial enterprises.