The State of Digital Transformation 1. Market Research

Market research refers to the activities of providing support and guidance for marketing, product development, brand management, competitive strategy, etc. by collecting, collating, analyzing and interpreting market-related information. The main methods of market research include qualitative research and quantitative research. Qualitative research mainly through interviews, observations, focus groups and other methods to gain an in-depth understanding of market needs, motivations, attitudes, perceptions, etc. Quantitative research mainly through questionnaires, experiments, data mining and other methods, Quantitatively measure the market size, share, satisfaction, loyalty, etc.

With the continuous innovation and application of digital technology, market research is also facing the opportunities and challenges of digital transformation. Digital transformation refers to the process by which enterprises use digital technologies and platforms to redesign and optimize business processes, organizational structures, cultural concepts, value creation, etc., in order to improve efficiency, quality, innovation and competitiveness. The digital transformation of market research is mainly reflected in the following aspects:

Diversification and enrichment of data sources. Digital technology allows market research to obtain more data sources, such as social media, mobile devices, Internet of Things, big data, artificial intelligence, etc. These data are not only large in volume but also of high quality, and can reflect more comprehensively, more real-time, and more accurately. The real situation of the market.

Intelligent and automated data analysis. Digital technology enables market research to use more data analysis tools, such as cloud computing, machine learning, deep learning, natural language processing, etc., which can not only process massive amounts of data quickly, efficiently and at low cost, but also provide deeper, more detailed and more valuable insights and predictions.

Visualization and interactivity of data presentation. Digital technology enables market research to use more data presentation methods, such as charts, animations, videos, virtual reality, augmented reality, etc., which can not only display data more intuitively, vividly and easily understood, but also communicate and interact with users more conveniently, flexibly and personally.

Innovation and value of data applications. Digital technology enables market research to use more data application scenarios, such as personalized marketing, intelligent recommend, precision advertising, social influence, emotional analysis, etc., which can not only meet customer needs more effectively, accurately and pertinently, but also create value more continuously, sustainably and with more influence.

The goal of digital transformation 2. market research

The goal of the digital transformation of market research is to improve the quality, efficiency, innovation and competitiveness of market research through the empowerment of digital technology, and to provide more professional, comprehensive, timely and valuable support and guidance for the strategic decision-making of enterprises. Specifically, the objectives of the digital transformation of market research can be described in the following four areas:

Customer orientation. The digital transformation of market research should be customer-centric, in-depth understanding of customer needs, pain points, expectations, experience, etc., provide solutions and services that are more suitable for customers, improve customer satisfaction and loyalty, and enhance customer stickiness and reputation, Establish long-term cooperative relationships.

Data driven. The digital transformation of market research should be based on data, make full use of the value of data, provide more comprehensive, accurate and insightful data analysis and presentation, enhance the credibility and availability of data, enhance the influence and persuasion of data, and support the decision-making and action of data.

Technology empowerment. The digital transformation of market research should be supported by technology, constantly explore the innovation and application of technology, provide faster, more efficient and lower cost data collection and processing, improve the stability and toughness of technology, enhance the compatibility and scalability of technology, and optimize the architecture and platform of technology.

Innovation leads. The digital transformation of market research should be driven by innovation, constantly pursue innovative ideas and methods, provide more cutting-edge, more breakthrough and more valuable data products and services, enhance the ability and level of innovation, enhance the competitiveness and influence of innovation, and lead the trend and direction of innovation.

The Path to Digital Transformation 3. Market Research

The path of digital transformation of market research refers to the process and method of market research from the current state to the target state. The path of digital transformation of market research is not static, but needs to be customized and adjusted according to the characteristics, objectives, environment and other factors of market research. This paper takes Shangpu Consulting as an example to analyze the path of digital transformation of market research, which mainly includes the following aspects:

Analysis of the current situation. Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. The market research business of Shangpu Consulting Company covers many industry fields, providing market research, enterprise research, user research, investment consulting and other services. The market research business of Shangpu Consulting Company has made certain progress in digital transformation, such as using online questionnaires, mobile terminal research, social media analysis and other methods to improve the efficiency and quality of data collection; using data mining, machine learning, text analysis and other tools to improve the depth and breadth of data analysis; using charts, videos, animations and other methods, optimized the form and content of data presentation; developed personalized marketing, intelligent recommend, precision advertising and other applications, increasing the value and innovation of data applications. However, the market research business of Shangpu Consulting also faces some challenges in digital transformation, such as the singleness and limitation of data sources, the complexity and difficulty of data analysis, the creativity and interactivity of data presentation, and the application of data. Security and compliance, etc.

Goal setting. The goal of the digital transformation of the market research business of Shangpu Consulting is to improve the quality, efficiency, innovation and competitiveness of market research through the empowerment of digital technology, and provide more professional, more comprehensive, more timely, and more for the company's strategic decision-making Valuable support and guidance. Specifically, the objectives of the digital transformation of the market research business of Shangpu Consulting can be described in the following four aspects:

Customer orientation. The market research business of Shangpu Consulting Company should be customer-centered, deeply understand the needs, pain points, expectations and experiences of customers, provide solutions and services that are more suitable for customers, improve customer satisfaction and loyalty, enhance customer stickiness and reputation, and establish long-term cooperative relations.

Data driven. The market research business of Shangpu Consulting Company should be based on data, make full use of the value of data, provide more comprehensive, more accurate and more insightful data analysis and presentation, improve the credibility and availability of data, enhance the influence and persuasion of data, and support the decision-making and action of data.

Technology empowerment. The market research business of Shangpu Consulting Company should be supported by technology, constantly explore the innovation and application of technology, provide faster, more efficient and lower cost data collection and processing, improve the stability and toughness of technology, enhance the compatibility and scalability of technology, and optimize the architecture and platform of technology.

Innovation leads. The market research business of Shangpu Consulting Company should take innovation as the driving force, constantly pursue innovative ideas and methods, provide more cutting-edge, more breakthrough and more valuable data products and services, enhance the ability and level of innovation, enhance the competitiveness and influence of innovation, and lead the trend and direction of innovation.

Path selection. The path of digital transformation of the market research business of Shangpu Consulting refers to the process and method of market research from the current state to the target state. The path of digital transformation of market research is not static, but needs to be customized and adjusted according to the characteristics, objectives, environment and other factors of market research. The path to digital transformation of the market research business of Champu Consulting can be selected from the following aspects:

From data collection to data integration. The market research business of Shangpu Consulting Company should change from a single data collection method to a diversified data integration method, that is, through multiple channels and platforms, collect and integrate data from different sources, different types, and different formats to form a complete, A consistent and credible data system provides a richer and more accurate data basis for data analysis and presentation.

From data analysis to data insights. The market research business of Shangpu Consulting Company should change from a simple data analysis method to an in-depth data insight method, that is, through a variety of tools and technologies, analyze and mine the laws, patterns, trends, correlations, etc. behind the data to form a deep, broad and valuable data insight, providing more meaningful and predictable data support for data presentation and application.

From data presentation to data communication. The market research business of Shangpu Consulting Company should change from the traditional data presentation mode to the innovative data communication mode, that is, to present and display the results, significance and influence of the data through various forms and contents, so as to form a visual, vivid and interactive data communication, and provide more intuitive and easy-to-understand data expression for data application and decision-making.

From data application to data creation. The market research business of Shangpu Consulting Company should change from a basic data application method to an advanced data creation method, that is, through a variety of scenarios and products, apply and use data insight, communication, decision-making, etc., to form an innovative, valuable and influential data creation, and provide more effective and targeted data solutions for data-driven business development and value creation.

Implementation steps. The implementation steps of the digital transformation of the market research business of Shangpu Consulting Company refer to the specific operations and measures of market research to achieve the goal of digital transformation according to the path of digital transformation. The implementation steps of the digital transformation of market research are not in place in one step, but need to be implemented in stages and levels according to the current situation, objectives, paths and other factors of market research. The implementation steps of the digital transformation of the market research business of Shangpu Consulting can be implemented from the following aspects:

Develop a strategic plan for digital transformation. The market research business of Shangpu Consulting Company should formulate a strategic plan for digital transformation, that is, clarify the vision, goals, paths, indicators, resources, risks, etc. of digital transformation, and form a clear, complete and executable blueprint for digital transformation. Provide guidance and basis for the implementation of digital transformation.

Establish an organizational structure for digital transformation. The market research business of Shangpu Consulting Company should establish the organizational structure of digital transformation, that is, set up a special leading group and project team for digital transformation, and clarify the responsibilities, authority, process and cooperation of digital transformation. to form an efficient, flexible and collaborative organizational system of digital transformation, and provide support and guarantee for the implementation of digital transformation.

Business processes to advance digital transformation. The market research business of Shangpu Consulting Company should promote the business process of digital transformation, that is, gradually transform and optimize the business process of market research according to the path of data integration, data insight, data communication and data creation, so as to form a digital, intelligent, automated and innovative business model of market research, so as to provide impetus and effect for the implementation of digital transformation.

Technology platform to implement digital transformation. The market research business of Shangpu Consulting Company should implement the technology platform of digital transformation, that is, select and apply digital technologies and platforms suitable for market research, such as cloud computing, big data, artificial intelligence, Internet of things, etc., to form a stable, resilient, compatible and expanded technical foundation for market research, and provide tools and conditions for the implementation of digital transformation.

Evaluate the effectiveness and value of digital transformation. The market research business of Shangpu Consulting Company should evaluate the effect and value of digital transformation, that is, by setting and monitoring the key performance indicators (KPI) of digital transformation, such as customer satisfaction, data quality, technical efficiency, innovation level, etc., to form an objective, quantitative and comparable evaluation system of digital transformation of market research, so as to provide feedback and improvement for the implementation of digital transformation.

4. Conclusion

Market research is not only an important basis for enterprises to make strategic decisions, but also an important bridge between enterprises and the external environment. With the continuous innovation and application of digital technology, market research is also facing the opportunities and challenges of digital transformation. Taking Shangpu Consulting Company as an example, this paper analyzes the current situation, objectives, paths and implementation steps of the digital transformation of market research, with a view to providing reference and reference for the digital transformation of the market research industry. The digital transformation of market research is a long-term, complex and dynamic process, which requires market research institutions and practitioners to constantly explore, practice, learn and innovate to adapt to market changes, meet customer needs, enhance their competitiveness and create greater value.