Market research in the field of 1. consumption

Consumption is an important part of market economy and the core object of market research. Market research in the consumer field mainly involves consumer behavior, psychology, preferences, satisfaction, loyalty, etc., as well as consumer product categories, brands, prices, channels, promotions, and competition. With the change of consumers' consumption concept and consumption ability, the market research in the field of consumption is also facing new challenges and opportunities, which need to pay attention to the following aspects:

(1) Consumption upgrade. Consumption upgrading refers to the transformation of consumers from meeting basic living needs to pursuing high quality living needs, which is manifested in the improvement of consumers' requirements for the quality, function, personality and experience of products and services, and increased attention to the rationality, innovation and social responsibility of consumption. Behind the upgrading of consumption is the improvement of consumers' income level, education level, cultural level and lifestyle, as well as the influence of social environment, policy guidance and technological progress. The requirement of consumption upgrading for market research is to have a deeper understanding of consumers' demand motivation, values, consumption scenarios, consumption process, etc., to use a variety of data sources, analysis methods, display forms, etc. more flexibly, to capture the changes and trends of consumers in a more timely manner, and to provide effective market insight and strategic suggestions for enterprises.

(2) Diversification of consumption. Consumption diversification means that consumers' consumption demand and consumption behavior show the characteristics of diversification, differentiation and segmentation, which is manifested in the increase of consumers' choice of the types, brands, styles and functions of products and services, and the enhancement of their autonomy in the time, place, mode and purpose of consumption. Behind the diversification of consumption is the prominence of the characteristics of individualization, diversification and socialization of consumers, as well as the enhancement of the characteristics of enrichment, innovation and personalization of market supply. The requirement of consumption diversification for market research is to cover more widely the groups, subdivisions, dimensions and levels of consumers, to more accurately locate the characteristics, preferences and needs of consumers, to more effectively distinguish the commonness and individuality of consumers, and to provide targeted market division and positioning for enterprises.

(3) Digitalization of consumption. Consumption digitalization means that consumers' consumption behavior and consumption process are increasingly dependent on digital technology and digital platforms, which are manifested in consumers obtaining consumption information, making consumption decisions and sharing consumption experiences through the Internet, mobile devices and social media, as well as consumers conducting consumption transactions, consumption services and consumption interactions through e-commerce, live broadcasting, social e-commerce and instant retail. Behind the digitalization of consumption is the rapid development and popularization of digital technology, as well as the pursuit of consumers' convenience, efficiency, and experience. The requirements of consumer digitization for market research are to make full use of digital technology and digital platforms, collect and analyze consumers' digital footprints, digital behaviors, digital feedback, etc., and to communicate more closely with consumers in digital communication, digital interaction, Digital services, etc., must be more agile to adapt to consumers' digital changes and digital needs, and provide digital market solutions for enterprises.

Market research in the field of 2. services

Service is an important part of market economy and an important object of market research. The market research in the service field mainly involves the ability, quality, innovation and competition of service providers, as well as the needs, satisfaction, loyalty and complaints of service consumers. With the development and upgrading of the service industry, market research in the service field is also facing new opportunities and challenges, and the following aspects need to be paid attention:

(1) Service innovation. Service innovation refers to the improvement and innovation of service content, form, process and mode by service providers in order to meet the new needs of service consumers or improve service efficiency. Behind the service innovation is the enhancement of the characteristics of service consumers' demand diversification, personalization and experience, as well as the improvement of service providers' ability such as technological progress, management improvement and resource integration. The requirements of service innovation for market research are to explore the potential needs, pain points and expectations of service consumers more deeply, to evaluate the innovation ability, innovation effect and innovation risk of service providers more comprehensively, and to construct the theories, methods and indicators of service innovation more systematically, so as to provide innovative market orientation and support for service providers.

(2) Quality of service. Service quality refers to the degree to which service providers meet the expectations and feelings of service consumers in the process of service delivery. Behind the service quality is the improvement of quality awareness, quality requirements and quality evaluation of service consumers, as well as the strengthening of quality management, quality assurance and quality improvement of service providers. The requirements of service quality for market research are to measure the dimensions, standards and levels of service quality more objectively, to monitor the gaps, problems and improvements of service quality more actively, to improve the satisfaction, loyalty and word-of-mouth of service quality more effectively, and to provide service providers with quality market feedback and optimization.

(3) Service integration. Service integration refers to the organic combination and integration of different service contents, forms and channels by service providers in order to expand the scope of services and improve the value of services, so as to form new service products and service models. Behind the integration of services is the increase in the complexity, diversification, and integration of service consumers' needs, as well as the improvement of service providers' ability of resource sharing, collaboration, and value creation. The requirements of service integration for market research are to more openly discover the opportunities, needs, and values of service integration, to more comprehensively evaluate the effects, impacts, and risks of service integration, and to more innovatively design the products and models of service integration., Strategies, etc., to provide service providers with integrated market solutions and implementations.

Market research in the field of 3. society

Society is an important background and influencing factor of market economy, and it is also an important content and purpose of market research. Market research in the social field mainly involves social structure, changes, problems, development and other aspects, as well as social demand, influence and feedback on the market. With the progress and transformation of society, market research in the social field is also facing new responsibilities and challenges, and the following aspects need to be paid attention:

(1) Social responsibility. Social responsibility refers to the respect and contribution of market subjects to social interests, values and norms while pursuing economic interests. Behind the social responsibility is the enhancement of social expectation, pressure and supervision, as well as the consideration of morality, image and competition of market subjects. The requirement of social responsibility for market research is to pay more attention to the needs, problems and challenges of the society, to evaluate the influence, contribution and improvement of market subjects, and to promote the participation, cooperation and innovation of market subjects, so as to provide responsible market orientation and support for market subjects.

(2) Social impact. Social impact refers to the positive or negative impact and consequences of market activities on all aspects of society. Behind the social impact is the expansion of the scale, speed and scope of market activities, as well as the increase of social sensitivity, complexity and variability. The requirements of social impact on market research are to more comprehensively identify the impact objects, impact content, impact degree, etc. of market activities, to more scientifically measure the impact effect, impact mechanism, impact path, etc. of market activities, to more effectively manage the impact risks, impact costs, impact benefits, etc. of market activities, and to provide market assessment and optimization of impact for market activities.

(3) Social development. Social development refers to the progress and promotion of society in economic, political, cultural and ecological aspects. Behind social development is the formulation of social vision, goals and plans, as well as the contribution of market power, resources and innovation. The requirements of social development for market research are to more closely connect with social development strategies, development plans, development indicators, etc., to more actively promote market development momentum, development potential, development advantages, etc., and to more actively participate in social development. Development projects, development cooperation, development evaluation, etc., provide market services and support for development to the society.

4. epilogue

Market research is an activity to understand the current situation and development trend of the market and provide information support for enterprise decision-making. With the development of social economy and the diversification of consumer demand, the contents and methods of market research are constantly innovating and expanding, forming some new fields and directions. From the three dimensions of consumption, service and society, this paper analyzes the characteristics and value of the new field of market research, as well as the new methods and tools of market research, in order to provide reference and enlightenment for the practice and development of market research.

Shangpu Consulting Company is a consulting agency specializing in market research. It has rich market research experience and a professional market research team to provide customers with a full range of market research services. Shangpu Consulting has its own advantages and characteristics in market research in the fields of consumption, service and society, and provides customers with some representative and influential market research cases, as follows:

-In the field of consumption, Shangpu Consulting Company provided a well-known sports brand with market research services for consumption upgrading. Through in-depth consumer interviews and data analysis, it revealed consumers' new needs and expectations for sports brands, and provided customers with strategic suggestions on brand positioning and brand communication for different consumer groups, helping customers improve their brand image and market share.

-In the service field, Shangpu Consulting Company has provided a leading online education platform with innovative market research services. Through extensive market research and competition analysis, it has discovered new opportunities and challenges in the online education market, and provided customers with services based on Artificial intelligence and big data. Innovative product design and service model optimization suggestions help customers improve service quality and user satisfaction.

-In the social field, Shangpu Consulting Company provides market research services on social responsibility for an international environmental protection organization. Through systematic social research and case studies, it evaluates the social impact and social value of environmental protection organizations in China, and provides customers with strategic planning and implementation plans for social responsibility based on social needs and social cooperation, helping customers to enhance social recognition and social influence.