Market research refers to the activities of enterprises to collect, organize, analyze and utilize information about the market in order to understand the current situation and development trend of the market, so as to provide a basis for market decision-making. Market research is the basis for market analysis, market forecasting, market planning, market strategy, etc., and is an important means for enterprises to achieve market orientation, meet customer needs and improve market competitiveness.

The method of market research refers to the specific techniques and procedures used by enterprises in conducting market research, including the purpose, object, content, process and results of the research. The choice and application of market research methods directly affects the quality and effect of market research, and is the core and key of market research.

With the change of the market and the diversification of customers, the traditional market research methods can no longer meet the needs of enterprises, and method innovation is needed to improve the efficiency and effect of research. The method innovation of market research refers to the improvement and innovation of the method of market research on the basis of the theory and practice of market research, according to the changes of the market and the needs of customers, so as to make it more suitable for the development of the market and the expectations of customers.

The necessity and feasibility of market research method innovation are mainly reflected in the following aspects:

changes in the market. The market is a dynamic, complex and uncertain system, which is affected by many factors such as economy, politics, society, culture, science and technology, and shows the characteristics of diversification, individualization, differentiation and segmentation. This requires enterprises to timely, accurate and comprehensive understanding of the changes in the market, grasp the opportunities and risks of the market, and formulate strategies to adapt to the market. Traditional market research methods are often static, single and linear, which can not effectively reflect the dynamics and complexity of the market, and can not meet the in-depth understanding and insight of the market. Therefore, it is necessary to innovate the method of market research so that it can better adapt to the changes of the market and improve the flexibility and agility of market research.

customer's needs. Customers are the main body and target of the market, and the lifeline and value source of the enterprise. Customer demand is the starting point and destination of market research, is the core and focus of market research. With the change of customer's consumption level, consumption concept and consumption behavior, the customer's demand also shows the characteristics of diversification, personalization and multi-level. This requires companies to fully, accurately and timely understand customer needs, meet customer expectations, and create customer value. Traditional market research methods are often superficial, one-sided, and lagging behind. They cannot effectively reflect the nature and changes of customer needs, and cannot meet the diversity and individuality of customer needs. Therefore, it is necessary to innovate the method of market research so that it can better understand the needs of customers and improve the customer orientation and value orientation of market research.

The development of technology. Technology is the tool and means of market research, and it is the support and guarantee of market research. The development of technology provides more possibilities and opportunities for market research, and also puts forward higher requirements and challenges. In particular, the emergence and application of emerging technologies such as big data, artificial intelligence, cloud computing, and the Internet of Things provide more technical support for market research in terms of data sources, data processing, data analysis, and data presentation, making market research more Intelligent, automated, visual, and real-time. Traditional market research methods are often artificial, inefficient, and limited. They cannot make full use of the advantages of technology and cannot improve the efficiency and effectiveness of market research. Therefore, it is necessary to innovate the methods of market research so that they can make better use of the development of technology and improve the technicality and innovation of market research.

To sum up, the method innovation of market research is the inevitable trend and urgent demand of market research, and it is the development direction and innovation power of market research. The method innovation of market research is not only the improvement and optimization of the method of market research, but also the innovation and breakthrough of the concept and thinking of market research. The method innovation of market research needs to be combined with the actual situation in China, according to different market and customer characteristics, select and use suitable market research methods to achieve the goal and value of market research.

So, how to combine the actual situation of the domestic market research method innovation? This paper puts forward the following suggestions:

Leverage big data and artificial intelligence technologies. Big data and artificial intelligence technology provide massive data resources and intelligent data analysis capabilities for market research, making market research more accurate, in-depth and comprehensive. Using big data and artificial intelligence technology, market data can be collected, integrated, mined, analyzed and utilized from multiple dimensions, multiple angles, and multiple levels, including customer behavior data, feedback data, satisfaction data, and loyalty Data, etc., as well as competitor data, industry data, environmental data, etc., to reveal market rules and trends, discover market opportunities and problems, and put forward market suggestions and solutions. Using big data and artificial intelligence technology, we can also realize the automation and intelligence of market research. Through machine learning, deep learning, natural language processing and other technologies, we can realize the automatic collection, automatic classification, automatic analysis, automatic presentation and automatic application of market data, so as to improve the efficiency and effect of market research. The domestic market data volume is huge, complex and diverse. It is necessary to use big data and artificial intelligence technology to carry out effective management and analysis to improve the level and value of market research.

Adopt diversified research channels and forms. The channels and forms of market research refer to the specific data sources and data collection methods used by enterprises in conducting market research, including questionnaires, interview surveys, observation surveys, and experimental surveys. The selection and application of channels and forms of market research directly affect the coverage and representativeness of market research, and are an important link and key factor in market research. The use of diversified research channels and forms refers to the selection and use of a variety of different data sources and data collection methods according to different market and customer characteristics in order to increase the breadth and depth of market research and improve the effectiveness and credibility of market research. By adopting diversified research channels and forms, we can obtain more market information from different angles and levels, increase the amount and quality of information in market research, and avoid deviations and errors in market research. The domestic market and customers are diverse, complex and scattered. It is necessary to adopt diversified research channels and forms to conduct comprehensive and detailed market research to improve the accuracy and practicality of market research.

Focus on the depth and breadth of research. The depth and breadth of market research refers to the content and scope of market research, including the theme, objectives, problems, assumptions, indicators, etc. The determination and mastery of the depth and breadth of market research directly affects the purpose and results of market research, and is the foundation and core of market research. Paying attention to the depth and breadth of research refers to determining and mastering the reasonable and appropriate content and scope of market research according to the purpose and value of market research, so as to improve the pertinence and effectiveness of market research. Paying attention to the depth and breadth of research can make market research more professional and systematic, increase the logic and integrity of market research, and improve the quality and level of market research. The domestic market and customers are changing rapidly, the demand is high, and the competition is fierce. It is necessary to pay attention to the depth and breadth of research, and conduct targeted and valuable market research to improve the effectiveness and competitiveness of market research.

Strengthen the analysis and application of research. The analysis and application of market research refers to the processing and utilization of market research data and information after market research, including data collation, induction, analysis, interpretation, evaluation, etc., as well as the presentation, transmission, communication, decision-making, execution, etc. The quality and effect of the analysis and application of market research directly affects the value and significance of market research, and is the goal and result of market research. Strengthening the analysis and application of research refers to the effective processing and utilization of market research data and information after market research, so as to improve the operability and practicability of market research. Strengthening the analysis and application of research can make market research more scientific and empirical, increase the reliability and credibility of market research, and improve the value and significance of market research. The domestic market and customer demand is fast, feedback is strong, and action is urgent. It is necessary to strengthen the analysis and application of research, and conduct timely and effective market research to improve the influence and effectiveness of market research.