Market research is an important means for enterprises to understand market demand, competitive situation, consumer behavior, industry trends and other information, and has an important guiding role for enterprises to formulate strategies and decisions. With the development and application of digital technology, market research is also facing the opportunities and challenges of digital transformation. Digital transformation is not only a technological change, but also a comprehensive reshaping of business models, organizational structures, management processes, and cultural concepts. It requires companies to have a clear vision, strategy and action, as well as strong execution and innovation.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting provides industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, ipo segmentation market research, fund-raising project feasibility study, business financing plan and other segmentation consulting services. Shangpu Consulting has rich experience and customer resources in the field of market research, and has provided professional market research and related consulting services to more than 5000 customers, covering many industries.

Through the analysis of the market research digital transformation cases of three different industries served by Shangpu Consulting Company, this paper summarizes the success factors and failure reasons of market research digital transformation, and provides reference and enlightenment for other enterprises.

Case 1: Market Research Digital Transformation of New Energy Vehicle Industry

New energy vehicles refer to vehicles that use non-traditional fuels or use new vehicle power systems, including pure electric vehicles, plug-in hybrid vehicles, and fuel cell vehicles. New energy vehicles are not only the development direction of the automobile industry, but also an important measure to deal with the energy crisis and environmental problems. The new energy vehicle industry has huge market potential and policy support in China, but it also faces challenges in terms of technical bottlenecks, market awareness, charging facilities, and cruising range.

Shangpu Consulting provided a new energy vehicle manufacturer with consulting services on the digital transformation of market research to help it improve the efficiency and effectiveness of market research and enhance market competitiveness. The main contents of the market research digital transformation of Shangpu Consulting Company include:

Establish a digital market research platform, use cloud computing, big data, artificial intelligence and other technologies to realize the rapid collection, integration, analysis and presentation of market data, and provide real-time, dynamic and comprehensive market insights.

Use the digital market research platform to carry out multi-dimensional market segmentation and user behavior research, in-depth understanding of different types of potential consumer needs, preferences, pain points, purchase behavior, etc., to provide a basis for product design and marketing strategies.

Use the digital market research platform to carry out channel model research, analyze the advantages and disadvantages of different channels, and provide guidance for channel selection and management.

Use the digital market research platform to carry out competitor surveys, monitor competitors' product characteristics, price strategies, market share, marketing activities, etc., and provide reference for the formulation of competitive strategies.

Use the digital market research platform to carry out market entry research, evaluate the market size, growth potential, policy environment, consumption habits, etc. of different regions and countries, and provide suggestions for market expansion].

The market research digital transformation of Champu Consulting has brought significant benefits to new energy vehicle manufacturers, including:

It improves the efficiency of market research, shortens the cycle of market research, reduces the cost of market research, and improves the quality and accuracy of market research.

It enhances the effect of market research, provides deeper, more detailed and more comprehensive market insight, and provides strong support for product innovation and marketing optimization.

Enhance market competitiveness, help new energy vehicle manufacturers to better meet the needs of consumers, enhance brand awareness and reputation, and expand market share and profit margins.

Case 2: Market Research Digital Transformation of Medical Big Health Industry

Medical health refers to a comprehensive industry covering medical, health, pension and other fields. It is an important part of human society and an important pillar of the national economy. The medical and health industry has broad development prospects and social needs in China, but it also faces problems such as uneven medical resources, low medical quality, high medical expenses, and inconvenient medical services.

Shangpu Consulting Company provides consulting services for the digital transformation of market research for a large medical health enterprise to help it improve the efficiency and effectiveness of market research and enhance its market competitiveness. The main contents of the market research digital transformation of Shangpu Consulting Company include:

In terms of data presentation, the automaker uses digital technology and platforms to achieve vivid, interesting and persuasive presentation and dissemination of data. The automaker uses charts, animations, videos, stories and more to present the insights and value of data to decision makers and stakeholders in a clear, concise, vivid and persuasive manner. The automaker uses interactive dashboards, online reports, and mobile applications to combine the presentation and dissemination of data with a digital platform to enable data access and sharing anytime, anywhere. The automaker uses virtual reality, augmented reality, mixed reality and other methods to integrate the presentation and dissemination of data with real scenes to achieve immersive experience and perception of data.

In terms of data application, the automaker uses digital technology and platforms to achieve effective, timely, continuous and innovative application and transformation of data. The automaker uses data-driven closed-loop management to translate data insights and value into actual actions and results, achieving continuous improvement and innovation in market research. The automobile manufacturer uses the prediction and recommend of data to provide strong support and guidance for product development, brand building, marketing promotion, channel management, price strategy, risk control, etc. The automaker used data collaboration and sharing to establish data alliances and ecosystems with internal and external partners to achieve market research synergies and value amplification.

The successful experience of the market research of the automaker's digital transformation can be summarized as follows:

Take the customer as the center, take the customer's demand, preference, satisfaction and loyalty as the starting point and destination of market research, and take the customer's experience, feeling and value as the evaluation standard and optimization direction of market research.

Driven by data, the collection, analysis, presentation and application of data are the core processes and key links of market research, and the quality, efficiency, effectiveness and value of data are the promotion goals and improvement measures of market research.

With innovation as the goal, innovative thinking, methods and technology as the driving force and guarantee of market research, innovative products, services and models as the results and contributions of market research.

Based on collaboration, the culture, mechanism and platform of collaboration are the support and promotion of market research, and the partners, alliances and ecology of collaboration are the resources and advantages of market research.

Take continuous improvement as the guarantee, take the concept, method and tool of continuous improvement as the guidance and guarantee of market research, and take the process, result and benefit of continuous improvement as the dynamic and development of market research.

Case 2: A failure case of digital transformation in market research of a fast consumer goods enterprise

A fast consumer goods company is a well-known domestic fast consumer goods brand, with multiple product lines and multiple target markets. The fast-food companies are facing problems such as market saturation, customer loss, and fierce competition. They need to improve market competitiveness and market share through market research. The FMC company tried the digital transformation of market research, but did not achieve the desired results and value.

The digital transformation of the market research of this fast consumer product enterprise mainly has the following problems:

In terms of data collection, the FMC company did not make full use of digital technology and platforms, and the collection and integration of data from customers, competitors, industries, markets and other aspects was not comprehensive, continuous and real-time. The FMC company relies on traditional questionnaires, interviews, observation surveys and other methods, and the customer data collected is not rich, timely, accurate and relevant enough to form a comprehensive portrait and analysis of customers. The fast-moving consumer goods company lacks effective web crawlers, public opinion analysis, competition analysis and other technologies, and the collected competitor data is not complete, objective, comparative, and evaluation, and cannot form a comprehensive evaluation and comparison of competitors. The FAST consumer goods company ignores big data, artificial intelligence, blockchain and other technologies, and the industry data collected is not deep enough, forward-looking, innovative, and risky to form in-depth insights and predictions of the industry. The fast-moving consumer goods enterprises lack of geographic information systems, market analysis, market simulation and other technologies, the collection of market data is not enough dynamic, structure, trends, opportunities, can not form the dynamic monitoring and analysis of the market.

In terms of data analysis, the FMT company did not make full use of digital technology and platforms, and its data analysis and mining were not efficient, accurate, in-depth and intelligent. The fast-consumer enterprise did not establish data warehouse, data lake, data mart and other technologies, data storage, management and sharing is not unified, secure and available. The fast consumer goods enterprise did not use data cleaning, data conversion, data fusion and other technologies, data processing, optimization and integration is not standardized, quality and consistent. The fast-consumer companies do not use data mining, machine learning, artificial intelligence and other technologies, data analysis, mining and modeling is not enough multi-dimensional, insight and value. The fast consumer goods enterprise did not use data visualization, data interaction, data customization and other technologies, the display, exploration and application of data is not intuitive, understanding and influence.

In terms of data presentation, the FMC company did not make full use of digital technology and platforms, and the presentation and dissemination of data was not vivid, interesting and convincing. The fast-consumer product company relies on traditional reports, presentations, charts, etc., to present the insights and value of data to decision makers and stakeholders in a complex, lengthy, boring and powerless way. The fast consumer goods enterprise does not combine interactive dashboards, online reports, mobile applications and other ways to combine the presentation and dissemination of data with digital platforms to achieve data access and sharing anytime, anywhere. The fast consumer product company did not use virtual reality, augmented reality, mixed reality and other methods to integrate the presentation and dissemination of data with the real scene, realizing the immersive experience and perception of data.

In terms of data application, the fast consumer product company did not make full use of digital technology and platform, and the application and transformation of data were not effective, timely, continuous and innovative. The fast-moving consumer goods company did not implement data-driven closed-loop management, transforming data insights and value into actual actions and results, and did not achieve continuous improvement and innovation in market research. The fast-moving consumer product company did not use the prediction and recommend of data to provide strong support and guidance for product development, brand building, marketing promotion, channel management, price strategy, and risk control. The FMC company did not take advantage of data collaboration and sharing, established data alliances and ecology with internal and external partners, and did not achieve market research synergies and value amplification.

The failure lessons of the digital transformation of the market research of FMC companies can be summarized as follows:

Lack of customer orientation, no customer needs, preferences, satisfaction and loyalty as the starting point and destination of market research, no customer experience, feelings and value as the evaluation criteria and optimization direction of market research.

Lack of data-driven, no data collection, analysis, presentation and application of market research as the core process and key links, no data quality, efficiency, effectiveness and value of market research to enhance the objectives and improvement measures.

Lack of innovative consciousness, no innovative thinking, methods and technology as the driving force and guarantee of market research, no innovative products, services and models for the results and contributions of market research.

Lack of collaboration mechanism, no collaborative culture, mechanism and platform for market research support and promotion, no collaborative partners, alliances and ecology for market research resources and advantages.

Lack of continuous improvement, no continuous improvement concepts, methods and tools for the guidance and protection of market research, no continuous improvement process, results and benefits for the dynamic and development of market research.

Case 3: Medium Case of Digital Transformation in Market Research of an E-commerce Platform

An e-commerce platform is a leading e-commerce platform in China, with a large number of goods, users and transactions. The e-commerce platform is facing the improvement of user experience, the enhancement of user loyalty, the expansion of user growth and other needs, through market research to improve the level of user insight and user strategy. The e-commerce platform has carried out the digital transformation of market research, and has achieved certain results and value, but there is still room for improvement and potential.

The digital transformation of market research on this e-commerce platform mainly includes the following aspects:

In terms of data collection, the e-commerce platform makes full use of digital technology and platform to collect and integrate data on users, commodities, transactions and other aspects in a comprehensive, continuous and real-time manner. The e-commerce platform uses mobile devices, social media, Internet of Things, cloud computing and other technologies to collect users' basic information, behavior data, feedback data, satisfaction data, etc., forming a comprehensive portrait and analysis of users. The e-commerce platform uses web crawler, public opinion analysis, competition analysis and other technologies to collect commodity attribute information, price information, evaluation information, sales information, etc., forming a comprehensive evaluation and comparison of commodities. The e-commerce platform uses big data, artificial intelligence, blockchain and other technologies to collect transaction process information, status information, effect information, risk information, etc., forming in-depth insight and prediction of transactions. The e-commerce platform also collects industry and market-related data, but it is not deep and comprehensive enough to form a dynamic monitoring and analysis of the industry and market.

In terms of data analysis, the e-commerce platform makes full use of digital technology and platforms to analyze and mine data more efficiently, accurately, deeply and intelligently. The e-commerce platform uses data warehouse, data lake, data mart and other technologies to realize the unified storage, management and sharing of data, and improve the availability and security of data. The e-commerce platform uses data cleaning, data conversion, data fusion and other technologies to realize the standardized processing, optimization and integration of data, and improve the quality and consistency of data. The e-commerce platform uses data mining, machine learning, artificial intelligence and other technologies to realize the multi-dimensional analysis, mining and modeling of data, and improve the insight and value of data. The e-commerce platform uses data visualization, data interaction, data customization and other technologies to realize the intuitive display, exploration and application of data, and improve the understanding and influence of data. The data analysis of the e-commerce platform is mainly aimed at the data of users, commodities and transactions. The data analysis of the industry and market is not deep and comprehensive enough, and there is no in-depth insight and prediction of the industry and market.

In terms of data presentation, the e-commerce platform makes full use of digital technology and platform, and the presentation and dissemination of data is more vivid, interesting and convincing. The e-commerce platform uses charts, animations, videos, stories and more to present the insights and value of data to decision makers and stakeholders in a clear, concise, vivid and persuasive manner. The e-commerce platform uses interactive dashboards, online reports, and mobile applications to combine the presentation and dissemination of data with a digital platform to enable data access and sharing anytime, anywhere. The e-commerce platform uses virtual reality, augmented reality, mixed reality and other methods to integrate the presentation and dissemination of data with the real scene, realizing the immersive experience and perception of data. The data presentation of the e-commerce platform is mainly aimed at the data of users, commodities and transactions. The data presentation of the industry and the market is not vivid and interesting enough, and it does not form an intuitive display and exploration of the industry and the market.

In terms of data application, the e-commerce platform makes full use of digital technology and platform, and the application and transformation of data is more effective, timely, continuous and innovative. The e-commerce platform uses data-driven closed-loop management to transform data insights and value into actual actions and results, achieving continuous improvement and innovation in market research. The e-commerce platform uses data prediction and recommend to provide strong support and guidance for the improvement of user experience, the enhancement of user loyalty, and the expansion of user growth. The e-commerce platform uses data collaboration and sharing to establish data alliances and ecosystems with internal and external partners, achieving synergies and value amplification in market research. The data application of the e-commerce platform is mainly aimed at the data of users, commodities and transactions. The data application of the industry and the market is not deep and comprehensive enough, and there is no effective application and transformation of the industry and the market.

The medium experience of the digital transformation of the e-commerce platform market research can be summarized as follows:

It is customer-oriented, with customer needs, preferences, satisfaction and loyalty as the starting point and destination of market research, and customer experience, feelings and value as the evaluation criteria and optimization direction of market research.

It is data-driven, with data collection, analysis, presentation and application as the core process and key link of market research, and the quality, efficiency, effect and value of data as the promotion goal and improvement measures of market research.

Have a sense of innovation, take innovative thinking, methods and technology as the driving force and guarantee of market research, and take innovative products, services and models as the results and contributions of market research.

There is a collaborative mechanism, with collaborative culture, mechanism and platform as the support and promotion of market research, and collaborative partners, alliances and ecology as the resources and advantages of market research.

With continuous improvement, the concept, methods and tools of continuous improvement are the guidance and guarantee of market research, and the process, results and benefits of continuous improvement are the dynamics and development of market research.

Lack of industry and market attention, did not fully collect, analyze, present and apply industry and market data, did not form industry and market dynamic monitoring and analysis, in-depth insight and forecasting, effective application and transformation.