The Impact and Significance of 1. Digital Transformation on Market Research

Market research refers to the activities of collecting, collating, analyzing and interpreting market-related information to provide basis and suggestions for enterprise decision-making. The main purpose of market research is to understand the size, structure, trends, needs, competition, opportunities and risks of the market, and to provide support for product development, marketing strategies, investment decisions, risk management, etc.

Market research is an important part of the digital transformation of enterprises, but also an important driving force of digital transformation. With the development of digital economy, market research is also facing the needs and challenges of transformation and upgrading. On the one hand, the digital economy has brought about changes in the market environment, such as the diversification, personalization and dynamics of customer needs, the complexity and globalization of the competitive landscape, the innovation and subversion of business models, the reconstruction and integration of the industrial chain, etc. All these require market research to provide more accurate, in-depth, timely and comprehensive market insights and analysis. On the other hand, the digital economy also brings opportunities for market research, such as the abundance and openness of data resources, the progress and popularization of information technology, the development and cooperation of platform and ecology, and the diversification and optimization of value creation and acquisition. All these provide more powerful technical support and business models for market research.

Therefore, market research institutions need to use new production factors such as data, technology, platform, and ecology through digital transformation to create new market research capabilities, improve the efficiency, effectiveness and value of market research, and realize market research reform and innovation.

Five drivers of digital transformation in 2.

Digital transformation refers to the in-depth application of new generation information technologies such as cloud computing, big data, Internet of Things, artificial intelligence, blockchain, etc., to stimulate the innovation-driven potential of data elements, build and improve the survival and development capabilities of the information age, and accelerate business optimization and upgrading. And innovation transformation, transformation and upgrading of traditional kinetic energy, cultivating new kinetic energy for development, creating, transmitting and acquiring new value, and realizing transformation, upgrading and innovation and development. The core essence of digital transformation is to gradually transform the development model based on the division of industrial technology to achieve large-scale efficiency into a development model based on the empowerment of information technology to obtain diversified efficiency.

According to the main tasks, process methods and development stages of digital transformation, this paper puts forward five driving forces of digital transformation, namely data-driven, intelligent-driven, platform-driven, ecological-driven and value-driven, as shown in Figure 1. These five driving forces explain the core elements, critical paths and goal orientation of digital transformation from the perspectives of data, technology, model, ecology and value, respectively, and provide reference and guidance for the digital transformation of market research institutions.

2.1 data driven

Data is the key driving factor of digital transformation, and it is also the foundation and premise of digital transformation. Data is the fifth largest factor of production after land, labor, capital, and technology. Its core and key role is first of all as a medium of information communication. Through digital transformation, it promotes data-based information transparency and symmetry, which can improve organizations (enterprises). The level of comprehensive integration improves the efficiency of comprehensive allocation of social resources. Secondly, with the development of blockchain and other technologies, data has become a new credit medium. Promoting data-based value online exchange through digital transformation can enhance the value creation ability of digital organizations (enterprises) and improve the comprehensive utilization of social resources. Level. Third, redefining the production mechanism with data science, data will also become a new carrier of knowledge, experience and skills, and promoting knowledge sharing and skill empowerment based on data models through digital transformation can enhance the open cooperation and collaborative innovation capabilities of ecological organizations and improve the comprehensive development potential of social resources.

Market research institutions to achieve data-driven, need to start from the following aspects:

Data collection: use the Internet of things, mobile Internet, social networks and other channels and means to collect market-related data, including customer data, competition data, industry data, environmental data, etc., to form a comprehensive, accurate, timely and continuous data source, to provide a data basis for market research.

Data management: Using cloud computing, distributed storage, blockchain and other technologies, build data warehouses, data lakes, data platforms and other data platforms to achieve data storage, integration, cleaning, standardization, security and sharing, and provide data support for market research.

Data analysis: using big data, artificial intelligence, machine learning, data mining and other technologies, data analysis, mining, modeling, visualization and other operations, extract the value and insight of the data, to provide data basis for market research.

Data application: Use the results of data analysis to provide data-driven solutions for all aspects of market research, such as market forecasting, market segmentation, market evaluation, market strategy, market monitoring, etc., to provide data guidance for market research.

2.2 intelligent drive

Intelligence is the key driver of digital transformation and the core and goal of digital transformation. Intelligence refers to the intelligent processing, analysis, application and innovation of data through artificial intelligence, machine learning, deep learning, natural language processing, computer vision, speech recognition and other technologies, so as to enhance the value and efficiency of data and realize the intelligence of data. The core key role of intelligence is first of all as an intelligent auxiliary tool to promote intelligent decision support and optimization through digital transformation, which can improve the intelligence level of the organization (enterprise) and improve the decision-making efficiency and effectiveness of the organization (enterprise). Secondly, intelligence is also an innovation-driven force. Promoting the discovery and realization of intelligence-based innovation through digital transformation can enhance the innovation ability of the organization (enterprise) and improve the innovation efficiency and effectiveness of the organization (enterprise). Third, intelligence is also a source of value creation, and promoting intelligence-based value creation and acquisition through digital transformation can enhance the value capabilities of the organization (enterprise) and improve the value efficiency and effectiveness of the organization (enterprise).

Market research institutions to achieve intelligent drive, need to start from the following aspects:

Intelligent products: use artificial intelligence and other technologies to develop intelligent market research products, such as intelligent questionnaires, intelligent reports, intelligent forecasts, intelligent recommend, etc., to improve the quality, efficiency and value of market research products and meet the diversified and personalized needs of customers.

Intelligent services: use artificial intelligence and other technologies to provide intelligent market research services, such as intelligent consulting, intelligent analysis, intelligent solutions, intelligent evaluation, etc., to improve the quality, efficiency and value of market research services, and enhance customer satisfaction and loyalty.

Intelligent operation: the use of artificial intelligence and other technologies to achieve intelligent market research operations, such as intelligent management, intelligent monitoring, intelligent optimization, intelligent collaboration, etc., to improve the quality, efficiency and value of market research operations, improve the competitiveness and profitability of market research institutions.

2.3 Platform Driver

The platform is the key driver of digital transformation, and it is also the bridge and link of digital transformation. Platform refers to the construction of a network structure connecting data, technology, people, things, organizations and other resources through the Internet, cloud computing, Internet of Things and other technologies, so as to realize the agglomeration, exchange, collaboration and innovation of resources, improve the utilization and value rate of resources, and realize the networking of resources. The core key role of the platform is first of all as a connecting link. Through digital transformation, it can promote the integration and collaboration of resources based on the platform, which can enhance the connection ability of the organization (enterprise) and improve the collaborative efficiency and effect of the organization (enterprise). Secondly, the platform is also a carrier of value transformation. Promoting platform-based value creation and delivery through digital transformation can enhance the transformation ability of the organization (enterprise) and improve the value efficiency and effectiveness of the organization (enterprise). Third, the platform is also a basis for ecological construction. Promoting platform-based ecological co-construction and sharing through digital transformation can enhance the ecological capabilities of the organization (enterprise) and improve the ecological efficiency and effectiveness of the organization (enterprise).

Market research institutions to achieve platform-driven, need to start from the following aspects:

Platform products: use the Internet, cloud computing and other technologies to platform market research products, such as online questionnaire platform, online report platform, online prediction platform, online recommend platform, etc., to improve the accessibility, scalability and customizability of market research products, reduce the cost and threshold of market research products, and expand the coverage and audience of market research products.

Platform services: Use the Internet, cloud computing and other technologies to platform market research services, such as online consulting platforms, online analysis platforms, online solution platforms, online evaluation platforms, etc., to improve the accessibility and scalability of market research services And customizability, reduce the cost and threshold of market research services, and expand the coverage and audience of market research services.

Platform operation: make use of Internet, cloud computing and other technologies to make market research operation platform, such as online management platform, online monitoring platform, online optimization platform, online collaboration platform, etc., to improve the accessibility, scalability and customization of market research operation, reduce the cost and threshold of market research operation, and expand the coverage and audience group of market research operation.

2.4 ecological drive

Ecology is the key driver of digital transformation, and it is also the result and goal of digital transformation. Ecology refers to the construction of an open network containing data, technology, people, things, organizations and other multi-participants through platforms, sharing, collaboration, innovation, etc., to achieve interaction, complementarity, mutual benefit and mutual trust among participants, and to enhance participants' Symbiosis, win-win and sharing, and realize the ecologicalization of participants. The core key role of ecology is, first of all, as a concept of symbiosis and win-win, to promote ecological-based cooperative competition and competitive cooperation through digital transformation, which can enhance the symbiosis ability of organizations (enterprises) and improve the win-win efficiency and effect of organizations (enterprises). Secondly, ecology is also a model of sharing and co-creation. Promoting ecological-based innovation collaboration and collaborative innovation through digital transformation can enhance the sharing capabilities of organizations (enterprises) and improve the efficiency and effectiveness of co-creation of organizations (enterprises). Third, ecology is also a goal of co-construction and sharing. Promoting ecological-based value co-construction and sharing through digital transformation can enhance the co-construction capabilities of organizations (enterprises) and improve the sharing efficiency and effectiveness of organizations (enterprises).

Market research institutions to achieve ecological drive, need to start from the following aspects:

Ecological products: use platform, sharing, collaboration, innovation and other ways to ecologize market research products, such as open questionnaire platform, open report platform, open forecast platform, open recommend platform, etc., to enhance the openness, interaction and innovation of market research products, increase the participants, partners and creators of market research products, and form an ecosystem of market research products.

Ecological service: make use of platform, sharing, collaboration, innovation and other ways to ecologize market research services, such as open consulting platform, open analysis platform, open solution platform, open evaluation platform, etc., to enhance the openness, interaction and innovation of market research services, increase the participants, partners and creators of market research services, and form an ecosystem of market research services.

Ecological operation: make use of platform, sharing, collaboration, innovation and other ways to ecologize market research operation, such as open management platform, open monitoring platform, open optimization platform, open collaboration platform, etc., to enhance the openness, interaction and innovation of market research operation, increase the participants, partners and creators of market research operation, and form an ecological circle of market research operation.

2.5 value driven

Value is the key driver of digital transformation, and it is also the essence and purpose of digital transformation. Value refers to the creation, transmission and acquisition of value of the organization (enterprise) through data, intelligence, platform, ecology and other elements, to enhance the value level and value rate of the organization (enterprise), and to realize the value of the organization (enterprise). The core key role of value is, first of all, as a source of value creation, to promote value creation based on data, intelligence, platform, ecology and other elements through digital transformation, which can enhance the creative ability of the organization (enterprise) and improve the efficiency and effectiveness of the organization (enterprise). Secondly, value is also a carrier of value transmission. Promoting value transmission based on data, intelligence, platform, ecology and other elements through digital transformation can enhance the transmission ability of the organization (enterprise) and improve the transmission efficiency and effect of the organization (enterprise). Third, value is also a goal of value acquisition. Promoting value acquisition based on data, intelligence, platform, ecology and other elements through digital transformation can enhance the acquisition ability of the organization (enterprise) and improve the acquisition efficiency and effectiveness of the organization (enterprise).

Market research institutions to achieve value-driven, need to start from the following aspects:

Value products: use data, intelligence, platform, ecology and other factors to value market research products, such as high-value questionnaires, high-value reports, high-value forecasts, high-value recommend, etc., to enhance the value content, value quality and value impact of market research products, improve the value level and value rate of market research products, and create more value for customers.

Value service: use data, intelligence, platform, ecology and other elements to value market research services, such as high-value consulting, high-value analysis, high-value solutions, high-value evaluation, etc., to enhance the value content, value quality and value impact of market research services, improve the value level and value rate of market research services, and create more value for customers.

Value-based operation: make use of data, intelligence, platform, ecology and other factors to value market research operations, such as high-value management, high-value monitoring, high-value optimization, high-value collaboration, etc., to enhance the value content, value quality and value impact of market research operations, improve the value level and value rate of market research operations, and create more value for market research institutions.

3. Shangpu Consulting's Digital Transformation Practice

Shangpu Consulting is a company specializing in market research and consulting services. Founded in 2010, it has more than 1000 professional market research and consulting personnel, serving more than 500 customers around the world, covering consumer goods, medical and health, financial services, Energy and environmental protection, education and training and other industries. Adhering to the concept of "professionalism, innovation and value", Shangpu Consulting is committed to providing customers with high-quality, high-efficiency and high-value market research and consulting services to help customers achieve strategic goals and business growth.

In the wave of digital economy, Shangpu Consulting Company has actively carried out digital transformation, using data, intelligence, platform, ecology and other elements to create a set of digital market research capabilities, improve the efficiency, effect and value of market research, and realize the reform and innovation of market research. Here are examples of digital transformation practices from Champ Consulting:

Data-driven: Shangpu Consulting Company has collected a large amount of market-related data, including customer data, competition data, industry data, environmental data, etc., by using various channels and means such as Internet of Things, mobile Internet, social network, etc., forming a comprehensive, accurate, timely and continuous data source, providing a data basis for market research. Shangpu Consulting Company uses cloud computing, distributed storage, blockchain and other technologies to build a data center, which realizes data storage, integration, cleaning, standardization, security and sharing, and provides data support for market research. Shangpu Consulting Company uses big data, artificial intelligence, machine learning, data mining and other technologies to analyze, mine, model and visualize the data, extract the value and insight of the data, and provide a data basis for market research. Using the results of data analysis, Shangpu Consulting provides data-driven solutions for all aspects of market research, such as market forecasting, market segmentation, market evaluation, market strategy, market monitoring, etc., to provide data guidance for market research.

Intelligent drive: Shangpu Consulting has developed intelligent market research products, such as intelligent questionnaires, intelligent reports, intelligent forecasts, intelligent recommend, etc., using artificial intelligence and other technologies to improve the quality, efficiency and value of market research products and meet the diversified and personalized needs of customers. Shangpu Consulting Company uses artificial intelligence and other technologies to provide intelligent market research services, such as intelligent consulting, intelligent analysis, intelligent solutions, intelligent evaluation, etc., to improve the quality, efficiency and value of market research services, and enhance customer Satisfaction and loyalty. Shangpu Consulting Company uses artificial intelligence and other technologies to realize intelligent market research operations, such as intelligent management, intelligent monitoring, intelligent optimization, intelligent collaboration, etc., to improve the quality, efficiency and value of market research operations, and improve market research institutions Competitiveness and profitability.

Platform-driven: Shangpu Consulting Company uses the Internet, cloud computing, Internet of Things and other technologies to build a network structure that connects data, technology, people, things, organizations and other resources, and realizes the agglomeration, exchange, collaboration and innovation of resources. Improve the utilization rate and value rate of resources, and realize the networking of resources. Shangpu Consulting Company uses Internet, cloud computing and other technologies to platform market research products, such as online questionnaire platform, online report platform, online prediction platform, online recommend platform, etc., to improve the accessibility, scalability and customizability of market research products, reduce the cost and threshold of market research products, and expand the coverage and audience of market research products. Shangpu Consulting Company uses Internet, cloud computing and other technologies to platform market research services, such as online consulting platform, online analysis platform, online solution platform, online evaluation platform, etc., which improves the accessibility, scalability and customization of market research services, reduces the cost and threshold of market research services, and expands the coverage and audience of market research services. Shangpu Consulting Company uses Internet, cloud computing and other technologies to platform market research operation, such as online management platform, online monitoring platform, online optimization platform, online collaboration platform, etc., to improve the accessibility, scalability and customization of market research operation, reduce the cost and threshold of market research operation, and expand the coverage and audience group of market research operation.

Ecological drive: Shangpu Consulting Company uses platforms, sharing, collaboration, innovation and other methods to build an open network containing data, technology, people, things, organizations and other participants, realizing the interaction, complementarity, mutual benefit and mutual trust of participants, enhancing the symbiosis, win-win and sharing of participants, and realizing the ecologicalization of participants. Shangpu Consulting Company uses platforms, sharing, collaboration, innovation and other methods to ecologize market research products, such as open questionnaire platform, open reporting platform, open forecasting platform, open recommend platform, etc., to enhance the openness, interactivity and innovation of market research products, increase the participants, partners and creators of market research products, and form an ecosystem of market research products. Shangpu Consulting Company uses platforms, sharing, collaboration, innovation and other methods to ecologize market research services, such as open consulting platforms, open analysis platforms, open solution platforms, open evaluation platforms, etc., to improve market research services The openness, interactivity and innovation of the company have increased the number of participants, partners and creators of market research services, and formed an ecosystem of market research services. Shangpu Consulting Company uses platforms, sharing, collaboration, innovation and other methods to ecologize market research operations, such as open management platforms, open monitoring platforms, open optimization platforms, open collaboration platforms, etc., to enhance the market research operations Openness, interactivity and innovation have increased the number of participants, partners and creators of market research operations, forming an ecosystem of market research operations.

Value-driven: Shangpu Consulting Company uses data, intelligence, platform, ecology and other elements to realize the value creation, transmission and acquisition of the organization (enterprise), improve the value level and value rate of the organization (enterprise), and realize the value of the organization (enterprise). Shangpu Consulting Company uses data, intelligence, platform, ecology and other factors to value market research products, such as high-value questionnaires, high-value reports, high-value forecasts, high-value recommend, etc., to enhance the value content, value quality and value impact of market research products, improve the value level and value rate of market research products, and create more value for customers. Shangpu Consulting Company uses data, intelligence, platform, ecology and other elements to value market research services, such as high-value consulting, high-value analysis, high-value solutions, high-value evaluation, etc., to enhance the value content, value quality and value impact of market research services, improve the value level and value rate of market research services, and create more value for customers. Shangpu Consulting Company uses data, intelligence, platform, ecology and other factors to value market research operations, such as high-value management, high-value monitoring, high-value optimization, high-value collaboration, etc., to enhance the value content, value quality and value impact of market research operations, improve the value level and value rate of market research operations, and create more value for market research institutions.

4. Conclusion

Digital transformation is the inevitable choice of market research institutions, but also a major opportunity for market research institutions. Market research institutions should grasp the five driving forces of digital transformation, namely, data-driven, intelligent-driven, platform-driven, ecological-driven and value-driven.

5. recommendations

Based on the digital transformation of Champu Consulting, we make the following recommendations:

Adhere to customer-centric, in-depth understanding of customer needs, pain points, expectations and satisfaction, to provide more accurate, efficient, personalized market research products and services, enhance customer experience and loyalty.

Strengthen the collection, analysis, utilization and protection of data, build a data-driven market research decision-making system, use artificial intelligence and other technologies to enhance the value and efficiency of data, and build data assets and data competitiveness.

Use the Internet, cloud computing and other technologies to create an open, shared and collaborative market research platform, integrate internal and external resources, expand the coverage and audience of market research, reduce the cost and threshold of market research, and improve the accessibility, scalability and customizability of market research.

Establish an ecosystem of market research, form an interactive, complementary, mutually beneficial and mutual trust relationship with industry associations, government agencies, academic institutions, partners, customers and other participants, realize the openness, interaction and innovation of market research, and increase the participants, partners and creators of market research.

Pay attention to the value of market research, improve the value content, value quality and value impact of market research products and services, improve the value level and value rate of market research, create more value for customers, and create more value for market research institutions.