The Necessity of 1. Market Research Method Innovation

The method innovation of market research refers to the creative improvement and optimization of the purpose, object, content, process and result of market research by using new theories, techniques, tools and models in the process of market research, so as to improve the efficiency, quality and innovation of market research. The necessity of market research method innovation is mainly reflected in the following aspects:

Adapt to changes in the market environment. Market environment is the external conditions and influencing factors of market research, including politics, economy, society, technology, law, ecology and so on. With the change of the market environment, the market demand, competition, opportunities and risks will also change accordingly, which requires market research to timely, accurately and comprehensively reflect the current situation and trend of the market, and provide effective information and basis for enterprise decision-making. However, the traditional market research methods may not be able to adapt to the changes in the market environment, for example, the traditional market research methods may have problems such as the lag of data collection, the limitations of data analysis, and the singleness of data presentation. These problems may lead to the distortion, failure or failure of market research results, thus affecting the quality and effect of enterprise decision-making. Therefore, the method innovation of market research is a necessary condition to adapt to the change of market environment, and it is an effective way to improve the timeliness, accuracy and comprehensiveness of market research.

Improve the efficiency of market research. The efficiency of market research refers to the input-output ratio of market research, I .e. the relationship between the resources consumed by market research (e. g. time, manpower, capital, etc.) and the value generated by market research (e. g. information, knowledge, creativity, etc.). The higher the efficiency of market research, the lower the cost of market research and the higher the benefits of market research. However, traditional market research methods may have inefficiencies. For example, traditional market research methods may have problems such as cumbersome data collection, complexity of data analysis, and redundancy of data presentation. These problems may cause market research. The process is time-consuming, labor-consuming, and costly, thereby affecting the cost-effectiveness of market research. Therefore, the method innovation of market research is a necessary means to improve the efficiency of market research, and it is an effective way to reduce the cost of market research and improve the income of market research.

Enhance the innovation of market research. The innovation of market research refers to whether the information, knowledge and creativity generated by market research have the characteristics of novelty, uniqueness and foresight, that is, whether market research can provide valuable support and inspiration for the innovation of enterprises. The higher the innovation of market research, the higher the value of market research, the greater the influence of market research. However, traditional market research methods may have problems with insufficient innovation. For example, traditional market research methods may have problems such as the superficiality of data collection, the mechanics of data analysis, and the mediocrity of data presentation. These problems may lead to market research. The results lack depth, lack of insight, and lack of creativity, thereby affecting the value and influence of market research. Therefore, the method innovation of market research is a necessary way to enhance the innovation of market research and an effective way to improve the value and influence of market research.

2. the principles of market research methods innovation

Innovation as the driving force. Innovation is the soul and core of market research. The method innovation of market research should be driven by improving the innovation of market research, not by maintaining the stability of market research. The method innovation of market research should choose appropriate theories, technologies, tools and models according to the needs and opportunities of innovation, so as to improve the depth, insight and creativity of market research, instead of blindly following the tradition and norms, so as to limit the breadth, vision and possibility of market research.

Value-oriented. Value is the goal and result of market research, and the method innovation of market research should be oriented to improve the value of market research, not to improve the form of market research. The method innovation of market research should be based on the judgment and evaluation of value, select the appropriate theory, technology, tools and models to improve the practicality, reliability and influence of market research, rather than blindly pursue novelty, complexity and professionalism. At the expense of the applicability, trust and acceptance of market research.

Approaches to the Innovation of 3. Market Research Methods

The method innovation of market research is not achieved overnight, but there are certain ways and methods. The methods of market research innovation mainly include the following:

Use the new theory. Theory is the basis and guidance of market research, and the method innovation of market research should use new theories to expand the perspective and scope of market research and improve the scientific and systematic nature of market research. New theories can come from marketing, consumer behavior, social psychology, management, economics and other related disciplines, as well as from interdisciplinary integration and innovation, such as neuromarketing, behavioral economics, social network analysis, and so on. The use of new theories can help market research to better understand the nature and laws of the market, better grasp the changes and trends of the market, and better discover market opportunities and risks.

Use of new technologies. Technology is the tool and means of market research. The method innovation of market research should use new technology to improve the efficiency and quality of market research, and improve the flexibility and operability of market research. New technologies can come from information technology, communication technology, data technology, artificial intelligence technology and other related fields, or from cross-domain integration and innovation, such as cloud computing, big data, Internet of Things, blockchain, and virtual reality. Wait. The use of new technologies can help market research collect and process data faster, analyze and interpret data more accurately, and present and disseminate data more vividly.

Adopt new tools. Tools are the carrier and medium of market research, and the method innovation of market research should adopt new tools to increase the interaction and friendliness of market research and improve the attractiveness and influence of market research. New tools can come from related fields such as network platforms, mobile devices, social media, smart devices, etc., and can also come from cross-domain integration and innovation, such as online questionnaires, mobile applications, WeChat applets, smart bracelets, etc. The use of new tools can help market research more easily contact and communicate with customers, more effectively stimulate and meet customer needs, more interesting display and communication of market research results.

Explore new models. The model is the way and method of market research, and the method innovation of market research should explore new models to enhance the innovation and foresight of market research and improve the value and significance of market research. The new model can come from innovation and optimization of the purpose, object, content, process and results of market research, as well as from cross-cutting integration and innovation, such as co-creation market research, storytelling market research, gamification market research, design thinking market research, etc. Exploring new models can help market research to understand and solve market problems more deeply, discover and grasp market opportunities with more insight, and generate and realize market innovation more creatively.

The Case of 4. Market Research Method Innovation

Champu Consulting conducted a market research for a cosmetics brand to understand consumer demand and preferences for cosmetics. Shangpu Consulting Company uses the theory of social network analysis, uses cloud computing and Internet of Things and other technologies, uses virtual reality and other tools to explore the story-telling mode, so that consumers can enter a virtual world of cosmetics. Through observation and analysis of consumers' social network and behavior trajectory and other data, it reveals the characteristics of consumers' needs and preferences, so as to obtain the real and detailed needs and preferences of consumers for cosmetics, and provide valuable market research results and suggestions for cosmetics brands.

Champ Consulting conducted a market research for a clothing retailer to understand consumer behavior and attitudes towards the purchase and use of clothing. Shangpu Consulting Company uses the theory of design thinking, uses technologies such as block chain and artificial intelligence, adopts tools such as intelligent wardrobe, explores the mode of design thinking, allows consumers to participate in the design and customization of clothing, and generates portraits and maps of consumers' behaviors and attitudes by recording and analyzing data such as consumers' purchasing and using behaviors and attitudes, in order to get the consumer for clothing personalized and diversified needs and expectations, for clothing retailers to provide valuable market research results and recommendations.