Background and significance of digital transformation 1. market research

Market research refers to the activities of an enterprise to provide a basis and advice for its strategy formulation and implementation decisions by collecting, collating, analyzing and interpreting information about the market in order to understand the needs, scale, structure, trends, competitive conditions, opportunities and risks of the market. Market research is one of the core competitiveness of enterprises, but also an important means of effective communication and interaction between enterprises and customers, competitors, partners and other external stakeholders.

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 of enterprises using digital technology to change their business model, operation process, organizational structure, cultural concept, etc., in order to improve the efficiency, effectiveness, innovation and competitiveness of enterprises. The digital transformation of market research is not only a technical upgrade of market research, but also a business reshaping and value reconstruction of market research.

The background of the digital transformation of market research mainly has the following aspects:

-Changes in the market environment. The market environment is becoming more and more complex, changeable and uncertain, the market demand is becoming more and more diverse, individual and dynamic, and the market competition is becoming more and more fierce, global and diversified. These changes require enterprises to quickly, accurately and deeply understand the current situation and future of the market, as well as the opportunities and risks of the market, so as to formulate strategies and decisions to adapt to market changes.

-Changes in customer behaviour. Customer behavior is becoming more and more digital, intelligent and social, customers through a variety of channels and platforms to obtain information, express needs, transactions and share evaluation, customer preferences, satisfaction and loyalty also change. These changes require companies to have a comprehensive, real-time and continuous understanding of customer behavior and psychology, as well as customer needs and values, so as to provide products and services that meet customer expectations.

-Changes in data resources. Data resources are becoming more and more abundant, diverse and valuable, data sources are becoming more and more extensive, decentralized and dynamic, and data types are becoming more and more structured, semi-structured and unstructured. These changes require enterprises to be able to effectively, efficiently and securely collect, integrate, analyze and utilize data resources, as well as the information and knowledge contained in data resources, so as to enhance the value and impact of data.

-Changes in technological development. Technological development is becoming more and more rapid, innovative and subversive, technology applications are becoming more and more extensive, in-depth and popular, and technology trends are becoming more and more cloud-based, mobile and intelligent. These changes require enterprises to be flexible, agile and proactive in mastering and applying technology, as well as the opportunities and challenges brought about by technology, so as to improve the efficiency and competitiveness of technology.

The significance of the digital transformation of market research mainly has the following aspects:

-Improve the efficiency of market research. The digital transformation of market research can use digital technology to optimize the process and methods of market research, improve the speed and quality of market research, and reduce the cost and risk of market research. For example, the use of cloud computing, big data, artificial intelligence and other technologies can realize the automation, intelligence and visualization of market research, and improve the efficiency of data collection, integration, analysis and presentation of market research.

-Improve the effect of market research. The digital transformation of market research can use digital technology to expand the scope and depth of market research, enhance the accuracy and insight of market research, and enhance the value and influence of market research. For example, the use of Internet of Things, social media, blockchain and other technologies can achieve comprehensive, real-time and continuous market research, and improve the data coverage, update and traceability of market research.

-Promote innovation in market research. The digital transformation of market research can use digital technology to create new models and scenarios for market research, stimulate the creativity and imagination of market research, and enhance the innovation and competitiveness of market research. For example, the use of virtual reality, augmented reality, mixed reality and other technologies can achieve immersive, interactive and experiential market research, and improve market research data perception, expression and dissemination of innovation.

Digital Transformation Framework 2. Market Research

2.1 Digital Strategy

Digital strategy refers to the planning of the vision, goal, direction and path of the digital transformation of market research according to the purpose, object, scope and demand of market research. Digital strategy is the guidance and drive of the digital transformation of market research, and is the starting point and end point of the digital transformation of market research.

The objectives of the market research digitization strategy are:

-Clarify the value proposition of the digital transformation of market research, that is, what value the digital transformation of market research can bring to the enterprise, such as improving the efficiency, effectiveness and innovation of market research.

-Clarify the core issues of the digital transformation of market research, that is, what problems need to be solved in the digital transformation of market research, such as data quality, analytical capabilities and presentation methods of market research.

-Clarify the key elements of the digital transformation of market research, that is, what factors need to be considered in the digital transformation of market research, such as business needs, technical conditions and organizational culture of market research.

-Clarify the priorities of the digital transformation of market research, that is, the order and steps in which the digital transformation of market research needs to be carried out, such as data collection, integration, analysis and presentation of market research.

The digital strategy of market research is:

-Develop a vision for the digital transformation of market research, I .e. expectations and directions for the digital transformation of market research, such as becoming a digital leader and innovator in the field of market research.

-Formulate the objectives of the digital transformation of market research, that is, the specific and quantitative results of the digital transformation of market research, such as improving the data quality of market research, analytical capabilities, and indicators and levels of presentation effects.

-Formulate the path of digital transformation of market research, that is, plans and arrangements for the implementation and promotion of digital transformation of market research, such as the construction and optimization of the process, platform and capacity of digital transformation of market research.

The digital strategy approach to market research is:

-Analysis of the current situation of the digital transformation of market research, that is, analysis of the existing business needs, technical conditions and organizational culture of the digital transformation of market research, as well as the advantages, disadvantages, opportunities and threats of the digital transformation of market research.

-Conduct a demand analysis of the digital transformation of market research, I .e. analyze the expected business needs, technical conditions and organizational culture of the digital transformation of market research, as well as the target users, scenarios and values of the digital transformation of market research.

-The design of the digital transformation of market research, I .e. the design of the appropriate business model, technical architecture and organizational structure for the digital transformation of market research, as well as the feasible processes, platforms and capabilities for the digital transformation of market research.

The implementation steps of the digital strategy of market research are:

-Establish a project team for the digital transformation of market research, that is, the relevant business personnel, technical personnel and management personnel who organize the digital transformation of market research, as well as external partners and consultants for the digital transformation of market research.

-Develop a project plan for the digital transformation of market research, I .e. determine the scope, objectives, tasks, time, resources and risks of the digital transformation of market research, as well as the milestones, deliverables and evaluation criteria of the digital transformation of market research.

-Implement the project plan for the digital transformation of market research, that is, according to the arrangement of the project plan for the digital transformation of market research, carry out the current situation analysis, demand analysis and scheme design of the digital transformation of market research, as well as the construction and optimization of the process, platform and capacity of the digital transformation of market research.

-Monitor the progress of the digital transformation project of market research, I .e. the milestones, deliverables and evaluation criteria of the digital transformation project of market research, check the progress, quality and effect of the digital transformation project of market research, as well as the problems and risks of the digital transformation project of market research.

-Evaluate the results of the digital transformation project of market research, that is, the indicators and levels of the digital transformation project through market research, evaluate the efficiency, effectiveness and innovation of the digital transformation project of market research, and the value and influence of the digital transformation project of market research.

Examples of digital strategies for market research are:

-Shangpu Consulting provides a global leading automobile manufacturer with market research and digital transformation services to help it understand and grasp the development trend and competitive landscape of the new energy vehicle market, as well as the needs and behaviors of new energy vehicle consumers.

-Shangpu Consulting first conducted an analysis of the current state of the digital transformation of market research and found that the automaker's market research had the following problems: single data source, low data quality, shallow data analysis, poor data presentation, etc.

-Shangpu Consulting then conducted a demand analysis of the digital transformation of market research and found that the automaker's market research has the following requirements: multiple data sources, high data quality, deep data analysis, good data presentation, etc.

-Shangpu Consulting Company then carried out the design of the digital transformation plan for market research, and proposed the following plan: use the Internet, Internet of Things, social media and other technologies to collect and integrate multiple types and sources of data, such as official data, Third-party data, social data, sensor data, etc.; use big data, artificial intelligence, machine learning and other technologies to analyze and interpret data, extract and mine data information and knowledge, such as market size, market structure, market trends, market opportunities, market risks, market competition, market innovation, consumer demand, consumer behavior, consumer satisfaction, consumer loyalty, etc.; Use virtual reality, augmented reality, mixed reality and other technologies to present and disseminate data, improve and optimize data perception, expression and interaction, such as data visualization, data story, data simulation, data experience, etc.

-Shangpu Consulting Company finally carried out the project implementation of the digital transformation of market research. According to the arrangement of the project plan of the digital transformation of market research, it established the project team of the digital transformation of market research, implemented the project plan of the digital transformation of market research, monitored the project progress of the digital transformation of market research, and evaluated the project results of the digital transformation of market research.

-The digital transformation service of market research of Shangpu Consulting Company has brought significant benefits to the automobile manufacturer, such as improving the data quality, analysis ability and presentation effect of market research, enhancing the insight and influence of market research, stimulating the innovation and competitiveness of market research, and providing strong support and guidance for the strategy formulation and implementation decision of new energy vehicles of the automobile manufacturer.

2.2 digital process

Digital process refers to the process of optimizing the business processes and methods of market research according to the planning of the digital strategy of market research, and realizing the digital process of data collection, integration, analysis and presentation of market research. The digital process is the implementation and promotion of the digital transformation of market research, and is the core and key of the digital transformation of market research.

The objectives of the digital process of market research are:

-Improve the efficiency and quality of data collection for market research, that is, use digital technology to collect and integrate data from multiple types and sources, and improve data coverage, update and accuracy.

-Improve the efficiency and quality of market research data analysis, that is, the use of digital technology to analyze and interpret data, extract and mine data information and knowledge, improve the depth, breadth and insight of data.

-Improve the efficiency and quality of data presentation for market research, I .e. using digital technology to present and disseminate data, enhance and optimize the perception, expression and interaction of data, and improve the visibility, comprehensibility and dissemination of data.

The content of the digital process of market research is:

-Optimize the process and method of market research data collection, that is, according to the purpose, object, scope and demand of market research, select and use appropriate digital technology, such as Internet, Internet of things, social media, etc., collect and integrate data of various types and sources, such as official data, third-party data, social data, sensor data, etc.

-Optimize the process and method of market research data analysis, that is, according to the type, structure, scale and characteristics of market research data, select and use appropriate digital technologies, such as big data, artificial intelligence, machine learning, etc., analyze and interpret data, extract and mine data information and knowledge, such as market size, market structure, market trends, market opportunities, market risks, market competition, market innovation, consumer demand, consumer behavior, consumer satisfaction, consumer loyalty, etc.

-Optimize the process and method of data presentation of market research, that is, according to the information and knowledge of market research data, as well as the target users, scenarios and values of market research, select and use appropriate digital technologies, such as virtual reality, augmented reality, mixed reality, etc., present and disseminate data, improve and optimize the perception, expression and interaction of data, such as data visualization, data story, data simulation, data experience, etc.

The digital process of market research is:

-Use the data collection method of market research, that is, collect the data of market research through the following steps:

Determine the type and source of market research data, that is, according to the purpose, object, scope and demand of market research, determine the type and source of data that market research needs to collect and integrate, such as structured data, semi-structured data, unstructured data, and official data, third-party data, social data, sensor data, etc.

Select the technology of market research data collection and integration, that is, according to the type and source of market research data, select the appropriate digital technology, such as the Internet, Internet of Things, social media, etc., collect and integrate data, such as web crawlers, sensor networks, social media analysis, etc.

Perform market research data collection and integration operations, that is, according to market research data collection and integration technology, perform corresponding operations, such as setting the parameters of the web crawler, deploying sensor network equipment, running social media analysis software.

Verify the results of the collection and integration of market research data, I .e., verify the coverage, update and accuracy of the data according to the objectives of the collection and integration of market research data, such as checking the completeness, timeliness and validity of the data.

-The use of market research data analysis methods, that is, through the following steps for market research data analysis:

Determine the goal of market research data analysis, that is, according to the purpose, object, scope and demand of market research, determine the target of data that market research needs to analyze and explain, such as market size, market structure, market trend, market opportunity, market risk, market competition, market innovation, consumer demand, consumer behavior, consumer satisfaction, consumer loyalty, etc.

Select the technology of market research data analysis and interpretation, that is, according to the type, structure, scale and characteristics of market research data, select the appropriate digital technology, such as big data, artificial intelligence, machine learning, analysis and interpretation of data, such as data cleaning, data mining, data modeling, data prediction, etc.

Perform the operation of the analysis and interpretation of the data of market research, that is, according to the analysis and interpretation of the data of market research, perform the corresponding operations, such as running data cleaning procedures, running data mining algorithms, running data modeling tools, running data prediction models, etc.

Verify the results of the analysis and interpretation of the market research data, I .e., verify the depth, breadth and insight of the data according to the objectives of the analysis and interpretation of the market research data, such as testing the validity, consistency and relevance of the data.

-Use the method of data presentation of market research, that is, the data presentation of market research through the following steps:

Determine the goal of the presentation of market research data, that is, according to the information and knowledge of market research data, as well as the target users, scenarios and values of market research, determine the objectives of the data that market research needs to present and disseminate, such as data visualization, data stories, data simulation, data experience, etc.

Select the technology for the presentation and dissemination of market research data, that is, according to the goal of the presentation of market research data, select the appropriate digital technology, such as virtual reality, augmented reality, mixed reality, etc., to present and disseminate data, such as data charts, data animations, data videos, data games, etc.

Perform the operation of presenting and disseminating the data of market research, that is, according to the technology of presenting and disseminating the data of market research, perform the corresponding operation, such as making the template of data chart, making the script of data animation, making the clip of data video, making the design of data game, etc.

Verify the results of the presentation and dissemination of market research data, I .e., verify the visibility, comprehensibility and dissemination of the data according to the objectives of the presentation and dissemination of market research data, such as the clarity, logic and attractiveness of the test data.

Examples of digital processes for market research are:

-Shangpu Consulting provides market research and digital transformation services for a leading domestic e-commerce platform to help it understand and grasp consumer shopping behavior and preferences, as well as consumer satisfaction and loyalty.

-Shangpu Consulting first optimized the process and method of data collection for market research, using technologies such as the Internet and social media to collect and integrate official data, third-party data and social data of the e-commerce platform, such as transaction data, browsing data, evaluation data, click data, sharing data, etc.

-Champ Consulting then optimized the process and method of data analysis for market research, using technologies such as big data and artificial intelligence to analyze and interpret the data, extract and mine the information and knowledge of the data, such as consumer shopping behavior and preferences, as well as consumer satisfaction and loyalty.

-Champ Consulting went on to optimize the process and method of data presentation for market research, using technologies such as virtual reality and augmented reality to present and disseminate data, enhancing and optimizing the perception, expression and interaction of data, such as data charts, data stories, data simulations, data experiences, etc.

-The digital transformation service of market research of Shangpu Consulting Company has brought significant benefits to the e-commerce platform, such as improving the data quality, analysis ability and presentation effect of market research, enhancing the insight and influence of market research, stimulating the innovation and competitiveness of market research, and providing strong support and guidance for the optimization and innovation of products and services of the e-commerce platform.

2.3 digital platform

Digital platform refers to the enterprise according to the optimization of the digital process of market research, the construction of market research data collection, integration, analysis and presentation of digital systems and tools, to achieve market research data management and application of digital platform. The digital platform is the support and guarantee of the digital transformation of market research, and is the basis and condition of the digital transformation of market research.

The objectives of the market research digital platform are:

-Provide the function of market research data management, that is, the use of digital technology for market research data storage, backup, update, cleaning, processing, security and other operations to ensure data integrity, timeliness, effectiveness and security.

-The function of providing the application of market research data, that is, using digital technology to query, retrieve, display, share, export, download and other operations on market research data to ensure the availability, accessibility, interactivity and dissemination of data.

The contents of the digital platform for market research are:

-Build a management system for market research data, that is, according to the type, structure, scale and characteristics of market research data, select and use appropriate digital technologies, such as cloud computing, database, block chain, etc., to build market research data storage, backup, update, cleaning, processing, security and other systems, such as data warehouse, data lake, data chain, etc.

-Tools for building the application of market research data, I .e. tools for selecting and using appropriate digital technologies, such as web pages, mobile applications, desktop applications, etc., and building the query, retrieval, display, sharing, export and download of market research data according to the information and knowledge of market research data, as well as the target users, scenarios and values of market research, such as data reports, data dashboards, data applications, etc.

The digital platform approach to market research is:

-The use of market research data management methods, that is, through the following steps for market research data management:

Determine the management needs of market research data, that is, according to the type, structure, scale and characteristics of market research data, determine the needs of market research data storage, backup, update, cleaning, processing, security, etc., such as data format, capacity, frequency, quality, processing, protection, etc.

Select the technology of market research data management, that is, according to the needs of market research data management, select the appropriate digital technology, such as cloud computing, database, block chain, etc., to build the market research data storage, backup, update, cleaning, processing, security and other systems, such as data warehouse, data lake, data chain, etc.

Perform the operation of the management of market research data, that is, according to the technology of market research data management, perform the corresponding operations, such as uploading data to the data warehouse, backing up data to the data lake, updating data to the data chain, etc.

Verify the results of the management of market research data, that is, according to the objectives of the management of market research data, verify the integrity, timeliness, effectiveness and safety of the data, such as checking the format, capacity, frequency, quality, processing and protection of the data.

-The method of using the application of market research data, that is, the application of market research data through the following steps:

Determine the application requirements of market research data, that is, according to the information and knowledge of market research data, as well as the target users, scenarios and values of market research, determine the requirements of market research for data query, retrieval, display, sharing, export, download, etc., such as data format, style, content, function, interaction, etc.

Select the application technology of market research data, that is, according to the application requirements of market research data, select appropriate digital technologies, such as web pages, mobile applications, desktop applications, etc., to build tools for querying, retrieving, displaying, sharing, exporting, downloading, etc. of market research data, such as data reports, data dashboards, data applications, etc.

The operation of the application of the data of the market research is performed, that is, the corresponding operation is performed according to the technology of the application of the data of the market research, such as the program of running the data report, the software of running the data dashboard, the application of running the data application, and the like.

Verify the results of the application of market research data, that is, according to the objectives of the application of market research data, verify the availability, accessibility, interactivity and dissemination of data, such as the format, style, content, function, interaction, etc. of the test data.

Examples of digital platforms for market research are:

-Shangpu Consulting provides market research and digital transformation services for an internationally renowned hotel group to help it understand and grasp the development trend and competitive landscape of the hotel market, as well as the needs and behaviors of hotel customers.

-Shangpu Consulting Company first built a management system for market research data, and used cloud computing and database technologies to build a data warehouse for storing, backing up, updating, cleaning, processing, security, etc. The hotel group's official data, third-party data and social data, such as reservation data, check-in data, evaluation data, click data, sharing data, etc.

-Shangpu Consulting then built a tool for the application of market research data, using web and mobile applications and other technologies to build a data application for querying, retrieving, displaying, sharing, exporting, downloading and other application data, such as data reports, data dashboards, data stories, etc.

-The digital transformation service of market research of Shangpu Consulting Company has brought significant benefits to the hotel group, such as improving the efficiency and quality of the management and application of market research data, enhancing the value and influence of market research data, stimulating the innovation and competitiveness of market research data, and providing strong support and guidance for the strategic formulation and implementation decision of the hotel group.

2.4 digital capabilities

Digital capability refers to the ability of an enterprise to cultivate the digital knowledge, skills and literacy of market research business personnel, technicians and managers according to the construction of a digital platform for market research, and to realize the digital management and application of market research data. Digital capability is the guarantee and promotion of the digital transformation of market research, and is the driving force and advantage of the digital transformation of market research.

The objectives of the Digital Capability of Market Research are:

-Improve the digital ability of market research business personnel, even if the market research business personnel can skillfully use the digital platform of market research, manage and apply the data of market research, and plan and execute the business of market research.

-Improve the digital capabilities of market research technicians, even if market research technicians can continuously update and optimize the digital platform for market research, innovate and improve the management and application of market research data, and market research technology Research and development and maintenance, etc.

-Improve the digital ability of market research managers, even if the market research managers can effectively supervise and evaluate the digital platform of market research, control and improve the quality and effect of the management and application of market research data, as well as the decision-making and coordination of market research management.

The digital capabilities of market research are:

-Develop the digital knowledge of market research business personnel, even if the market research business personnel can master the basic principles, functions and operations of the digital platform for market research, as well as the basic concepts, methods and processes of the business of market research.

-Cultivate the digital skills of market research business personnel, even if market research business personnel can use the digital platform of market research to manage and apply market research data, such as data collection, integration, analysis and presentation, as well as the planning and implementation of market research business, such as the determination of the purpose, object, scope and demand of market research, market research results, recommendations and strategy formulation.

-Cultivate the digital literacy of market research business personnel, even if the market research business personnel can have the awareness, attitude and habits of using the digital platform for market research, as well as the innovative and optimized thinking and ability of market research business.

-Cultivate the digital knowledge of market research technicians, even if the market research technicians can master the core technology, architecture and design of the digital platform for market research, as well as the cutting-edge dynamics, development trends and innovation directions of market research technologies.

-Cultivate the digital skills of market research technicians, even if market research technicians can use the digital platform of market research to innovate and improve the technology of market research data management and application, such as the development and maintenance of data storage, backup, update, cleaning, processing, security, inquiry, retrieval, display, sharing, export, download, etc, and market research technology development and maintenance.

-Cultivate the digital literacy of market research technicians, even if the market research technicians can have the awareness, attitude and habits of the development and maintenance of the digital platform for market research, as well as the thinking and ability of technological innovation and optimization of market research.

-Develop the digital knowledge of market research managers, even if the market research managers can master the basic functions, effects and values of the digital platform for market research, as well as the basic principles, methods and processes of market research management.

-Cultivate the digital skills of market research managers, even if market research managers can use the digital platform of market research to manage market research data and control and improve the quality and effect of application, such as data supervision, evaluation, optimization and improvement, as well as decision-making and coordination of market research management, such as the determination of market research objectives, tasks, resources and risks, management and collaboration of market research teams, partners and consultants, etc.

-Cultivate the digital literacy of market research managers, even if market research managers can have the awareness, attitude and habits of using the digital platform for market research, as well as the innovative and optimized thinking and ability of market research management.

Examples of digital capabilities for market research are:

-Shangpu Consulting provides market research and digital transformation services for a well-known domestic educational institution to help it understand and grasp the development trend and competitive landscape of the education market, as well as the needs and behaviors of education customers.

-Shangpu Consulting Company first cultivated the digital ability of market research business personnel, so that market research business personnel can skillfully use the digital platform of market research, manage and apply the data of market research, and plan and execute the business of market research.

-Shangpu Consulting Company then cultivated the digital ability of market research technicians, so that market research technicians can constantly update and optimize the digital platform of market research, innovate and improve the management and application of market research data, and develop and maintain the technology of market research.

-Shangpu Consulting Company then trained the digital ability of market research managers, so that market research managers can effectively supervise and evaluate the digital platform of market research, control and improve the quality and effect of market research data management and application, and market research management decision-making and coordination.

-The digital transformation service of market research of Shangpu Consulting Company has brought significant benefits to the educational institution, such as improving the efficiency and quality of the management and application of market research data, enhancing the value and influence of market research data, stimulating the innovation and competitiveness of market research data, and providing strong support and guidance for the educational strategy formulation and implementation decision-making of the educational institution.

Key Success Factors and Considerations for Digital Transformation 3. on Market Research

The digital transformation of market research is a complex and important process that requires clear goals, rational planning, effective execution and continuous optimization. In the process of digital transformation in market research, there are several key success factors and considerations:

-Focus on the business needs and value of market research, that is, the purpose of the digital transformation of market research is to better meet the business needs and value of market research, not to digitize for the sake of digitization, nor to pursue digital technology and form, while ignoring the content and essence of digitization.

-Balance the speed and quality of the digital transformation of market research, that is, the process of digital transformation of market research is a process of continuous exploration and improvement. It is necessary to find a balance between speed and quality. The quality and effect of the digital transformation of market research should not be too cautious to delay the progress and efficiency of the digital transformation of market research.

-Integrate the technology and business of digital transformation of market research, that is, the process of digital transformation of market research is a process of integration and coordination of technology and business, which requires good communication and cooperation between market research technicians and business personnel. It is necessary to make full use of the advantages and potential of digital technology, but also to fully understand the characteristics and needs of market research business.

-Cultivate the culture and ability of digital transformation of market research, that is, the process of digital transformation of market research is a process of cultivation and promotion of culture and ability, which requires a common understanding and support between the managers and all the staff of market research. it is necessary to establish the awareness and attitude of digital transformation of market research, but also to enhance the knowledge and skills of digital transformation of market research.

4.Conclusion

Market research is not only an important basis for enterprises to formulate strategies and implement decisions, but also an important means for enterprises to communicate and interact effectively with external stakeholders such as customers, competitors and partners. With the continuous innovation and application of digital technology, market research is also facing the opportunities and challenges of digital transformation. The digital transformation of market research is not only a technical upgrade of market research, but also a business reshaping and value reconstruction of market research.

This paper provides a digital transformation framework for market research for enterprises, from strategy to implementation of a comprehensive guidance on how to use digital technology to improve the efficiency and effectiveness of market research and maximize the value of market research. This paper first analyzes the background and significance of the digital transformation of market research, and then puts forward a digital transformation framework of market research, including four levels: digital strategy, digital process, digital platform and digital capability. At each level, this paper expounds the objectives, contents, methods and implementation steps of the digital transformation of market research, and makes a specific explanation and analysis in the light of the customer service case of Shangpu Consulting. Finally, this paper summarizes the key success factors and precautions of the digital transformation of market research, and provides reference and reference for enterprises to carry out the digital transformation of market research.