1. market research challenges and opportunities

Market research is the basic activity for enterprises to obtain market information, analyze market opportunities, formulate market strategies and evaluate market effects. Market research can help companies understand customer needs, preferences, satisfaction and loyalty, analyze competitors' strengths, weaknesses, strategies and trends, explore industry trends, changing factors and innovation potential, and evaluate their own market performance, brand image and market share.

However, traditional market research methods, such as questionnaires, interviews, observations, experiments, etc., often have the following problems:

Low efficiency: The process of market research involves multiple links such as data collection, cleaning, analysis, and presentation, which is time-consuming and labor-intensive, and it is difficult to quickly respond to market changes.

High cost: The cost of market research includes labor cost, equipment cost, time cost, etc. As the scale, scope and depth of market research increase, the cost will increase accordingly, which may be unbearable for small and medium-sized enterprises.

Poor data quality: market research data from subjective questionnaires, interviews, observations and other methods, there may be bias, error, distortion and other issues, affecting the accuracy and reliability of the data.

Results are not timely: the results of market research often need to go through complex analysis and reporting, may not reflect the latest situation of the market in a timely manner, resulting in enterprises missed market opportunities or make wrong decisions.

With the development of digital technology, the ways and methods of market research have also changed. Digital technologies, such as big data analysis, artificial intelligence, cloud computing, Internet of Things, etc., provide enterprises with new market research tools and platforms, which can help enterprises overcome the limitations of traditional market research, improve the efficiency and effectiveness of market research, and achieve more Accurate market insights and more effective market strategies.

Application Scenarios and Value of 2. Digital Technology in Market Research

The application scenarios and value of digital technology in market research can be analyzed from the following aspects:

Big data analysis: Big data analysis refers to the process of using advanced technologies and methods to extract valuable information from massive, diverse and rapidly changing data to support decision-making and action. Big data analysis can help companies collect and integrate massive amounts of market data from multiple channels and sources, such as social media, e-commerce, mobile applications, Internet of Things devices, etc., including customer behavior, feedback, emotions, preferences, etc., competitors' Dynamics, strategies, performance, etc., industry trends, changes, innovations, etc., and other related environmental, policy, social, cultural and other factors. Big data analysis can help enterprises use advanced algorithms and models, such as machine learning, deep learning, natural language processing, image recognition, etc., to quickly, accurately and deeply analyze market data, and mine the laws, associations, insights and predictions behind the data. Big data analytics can help companies visualize, interact, and present the results of market data analysis in a visual, interactive, and real-time manner to support their decisions and actions.

Artificial intelligence: artificial intelligence refers to the intelligence shown by human-made systems, including perception, understanding, learning, reasoning, decision-making, creation and other capabilities. Artificial intelligence can help companies achieve the following functions in market research:

Intelligent questionnaire: artificial intelligence can help enterprises design and generate intelligent questionnaires. According to the customer's answers and feedback, the content, order and difficulty of the questionnaire can be dynamically adjusted to improve the effectiveness and pertinence of the questionnaire and reduce the time and cost of filling in the questionnaire.

Intelligent interview: artificial intelligence can help enterprises realize intelligent interview, use speech recognition, speech synthesis, natural language understanding, natural language generation and other technologies to have natural, smooth and interesting conversations with customers, collect customers' opinions, suggestions, feelings, etc., and improve the quality and efficiency of interviews.

Intelligent observation: artificial intelligence can help enterprises realize intelligent observation, using image recognition, video analysis, emotion analysis, behavior analysis and other technologies to capture customers' emotions, attitudes, interests, etc. from the aspects of customers' facial expressions, body movements, eye gaze, etc., so as to improve the accuracy and sensitivity of observation.

Intelligent experiment: artificial intelligence can help enterprises realize intelligent experiment, using virtual reality, augmented reality, mixed reality and other technologies to provide customers with realistic, immersive and interactive experience, test customers' response and evaluation to products, services, advertisements, etc., and improve the authenticity and effectiveness of the experiment.

Cloud computing: Cloud computing refers to the mode of providing elastically scalable computing resources and services on demand through the network. Cloud computing can help companies achieve the following advantages in market research:

Reduce costs: cloud computing can help enterprises save the cost of hardware, software, network, manpower and other market research, only pay by usage, without investing a lot of money and maintenance costs.

Improve efficiency: Cloud computing can help enterprises quickly deploy and expand market research applications and services, without worrying about the shortage and waste of resources, and improve the response speed and flexibility of market research.

Enhance security: Cloud computing can help enterprises protect the data and results of market research, use professional security technologies and measures to prevent data loss, leakage, tampering and other risks, and ensure the credibility and compliance of market research.

Internet of Things: The Internet of Things refers to a system that connects various physical devices, smart terminals, sensors, etc. through the network to achieve information exchange and collaboration. The Internet of Things can help companies achieve the following functions in market research:

Remote monitoring: The Internet of Things can help companies remotely monitor various market conditions, such as product use, sales, inventory, quality, etc., service satisfaction, complaints, feedback, etc., competitors' dynamics, strategies, performance, etc., industry Trends, changes, innovations, etc., and other related environmental, policy, social, cultural and other factors, real-time access to first-hand market data, improve the timeliness and comprehensiveness of market research.

Intelligent control: The Internet of Things can help companies intelligently control various behaviors of the market, such as product updates, maintenance, recycling, etc., service optimization, improvement, recommend, etc., competitors' response, prevention, cooperation, etc., industry participation and influence, Leadership, etc., and other related environmental, policy, social, cultural and other factors, real-time adjustment of market strategies and actions, improve the practicality and effectiveness of market research.

3. Shangpu Consulting's Experience and Cases in Digital Market Research

Shangpu Consulting Company is a professional market research and consulting service organization, with many years of market research experience and rich industry knowledge, providing customers with customized market research solutions and professional market consulting suggestions. Shangpu Consulting actively uses digital technology to provide customers with more efficient, accurate and valuable market research services. Here are some examples of Champu Consulting's digital market research:

Provide a market research service based on big data analysis for an automobile manufacturer: Shangpu Consulting Company uses big data analysis technology to collect and integrate massive market data from multiple channels and sources, such as automobile sales data, automobile usage data, automobile evaluation data, automobile social media data, etc., and conduct in-depth analysis of the automobile manufacturer's target market, target customers, target products, etc, it explores the market demand, preference, potential, competition and other aspects of insight and forecast, provides targeted market strategies and suggestions for automobile manufacturers, and helps automobile manufacturers to increase market share and profit margin.

Provide market research service based on artificial intelligence for a catering chain enterprise: Shangpu Consulting Company uses artificial intelligence technology to design and generate various market research methods such as intelligent questionnaire, intelligent interview, intelligent observation, intelligent experiment, etc., and collects a large amount of market data from existing customers and potential customers of catering chain enterprises, including customer satisfaction, loyalty, feedback, suggestion, emotion, preference, etc, this paper analyzes the advantages, disadvantages, opportunities and threats of catering chain enterprises in terms of products, services, brands and advertisements, and provides some market strategies and suggestions for catering chain enterprises, which helps catering chain enterprises to improve customer satisfaction and loyalty.

Provide market research services based on cloud computing for an e-commerce platform: Shangpu Consulting Company uses cloud computing technology to quickly deploy and expand market research applications and services, providing low-cost, high-efficiency and high-security market research services for e-commerce platforms. It collects and integrates a large amount of market data from transaction data, user data, commodity data, evaluation data, etc. of e-commerce platforms, the user behavior, user demand, user satisfaction and user loyalty of e-commerce platform are analyzed in detail, which provides valuable market strategies and suggestions for e-commerce platform, and helps e-commerce platform to improve the conversion rate and retention rate of users.

Provide market research services based on Internet of Things for a smart home enterprise: Shangpu Consulting Company uses Internet of Things technology to remotely monitor and intelligently control various market conditions, and provides real-time, comprehensive, practical and effective market research services for smart home enterprises. It collects and integrates a large amount of market data from the usage data, sales data, quality data and feedback data of smart home equipment, the product function, product performance, product innovation and product competition of smart home enterprises are analyzed in depth, which provides creative market strategies and suggestions for smart home enterprises, and helps smart home enterprises to improve their market share and user reputation.

Conclusion

Market research is the basic activity for enterprises to obtain market information, analyze market opportunities, formulate market strategies and evaluate market effects. Digital technologies, such as big data analysis, artificial intelligence, cloud computing, Internet of Things, etc., provide enterprises with new market research tools and platforms, which can help enterprises overcome the limitations of traditional market research, improve the efficiency and effectiveness of market research, and achieve more Accurate market insights and more effective market strategies. Shangpu Consulting Company is a professional market research and consulting service organization, actively using digital technology to provide customers with more efficient, more accurate and more valuable market research services. This paper introduces the application scenarios and value of digital technology in market research, as well as the experience and cases of Shangpu Consulting Company in helping customers to conduct digital market research, hoping to provide some reference and enlightenment for enterprises to use digital technology to improve the level and effect of market research.