Market research is an important means for enterprises to understand market demand, competitive situation, consumer behavior, industry trends and other information, and is an important basis for enterprises to formulate strategic planning, product development, marketing, investment decisions and so on. 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 is an inevitable choice for enterprises to adapt to the digital environment. The purpose of this paper is to analyze the current situation, value and difficulties of the digital transformation of enterprise market research, and put forward the digital transformation path and suggestions of enterprise market research, in order to help enterprises improve the efficiency and quality of market research and deal with the uncertainty and complexity of the digital environment.

Characteristics of 1. Digital Environment

The digital environment refers to a new type of environment based on digital technology, data as the core, network as the carrier, intelligence as the drive, and innovation as the driving force. The digital environment has the following characteristics:

(1) Data. Data is the foundation and core of the digital environment, and is an important resource for enterprises to obtain information, insight into the market, and optimize decision-making. The source, type, scale, quality and value of data are constantly changing, the collection, storage, analysis and application of data are constantly improving, and the security, privacy and compliance of data are constantly concerned. Data requires enterprises to have the ability of data acquisition, management, analysis and utilization, as well as the awareness of data protection, governance and ethics.

(2) Networking. The network is the carrier and platform of the digital environment, and it is an important channel for enterprises to connect with the market, customers, partners and internal employees. The coverage, speed, stability and security of the network are constantly improving, the form, function, content and service of the network are constantly enriched, and the influence, value and risk of the network are constantly expanding. Networking requires enterprises to have the ability of network access, use, optimization and innovation, as well as the awareness of network standardization, supervision and responsibility.

(3) Intelligent. Intelligence is the driving and leading of the digital environment and an important means for enterprises to improve efficiency, quality and competitiveness. The level, scope and application of intelligence are constantly improving, intelligent technologies, products and services are constantly emerging, and the challenges, opportunities and impacts of intelligence are constantly emerging. Intelligence requires enterprises to have the ability to understand, master, apply and create intelligence, as well as the awareness of intelligent collaboration, supervision and evaluation.

(4) Innovation. Innovation is the driving force and goal of the digital environment, and it is an important way for enterprises to adapt to changes, lead the market and achieve growth. The demand, motivation and conditions of innovation are constantly increasing, the forms, methods and contents of innovation are constantly diversified, and the effect, value and impact of innovation are constantly magnified. Innovation requires enterprises to have innovative thinking, methods, capabilities, culture, etc., as well as innovative support, incentives, evaluation and other mechanisms.

The current state of digital transformation in 2. market research

The digital transformation of market research refers to the adaptation and transformation of market research in a digital environment, including the transformation of market research objectives, objects, methods, tools, processes, organizations, talents, and culture. The digital transformation of market research is not only the development trend of market research industry, but also the competitive advantage of market research institutions and enterprises. According to our research and analysis of domestic and foreign market research institutions and enterprises, the current situation of digital transformation of market research is as follows:

(1) The target transformation of market research. The goal of market research has shifted from traditional information collection, analysis, and reporting to paying more attention to the value, application, and impact of information, from providing data and insights, to providing solutions and suggestions, from meeting the existing needs of customers, to predicting customers' Future needs, from supporting customers' strategic decisions, to supporting customers' business execution.

(2) the transformation of the object of market research. The object of market research has shifted from traditional consumers, competitors, channels, suppliers, etc. to paying more attention to users, ecological partners, social stakeholders, etc., from a single human object to multiple objects including machines, Internet of Things, virtual reality, etc., from static object characteristics to dynamic object behavior.

(3) the transformation of market research methods. The method of market research has shifted from the traditional combination of qualitative and quantitative methods to more attention to the integration of mixed methods and multiple methods, from a single offline or online approach to more attention to online and offline interaction and integration, from static questionnaires, interviews, observations, etc., to more attention to dynamic experiments, simulations, games, etc.

(4) Tool transformation of market research. Market research tools have shifted from traditional phones, computers, recording pens, etc. to paying more attention to mobile devices such as smartphones, tablets, and smart watches, from a single data collection, analysis, and display software to paying more attention to data mining, visualization, and cloud computing. And other platforms, from artificial data processing, report writing, and result presentation, to paying more attention to artificial intelligence, machine learning, natural language processing and other technologies.

(5) Process transformation of market research. The process of market research has shifted from the traditional linear, stage-down, stage-down, and cycle model to a more focus on iteration, feedback, and optimization, from a fixed project start, end, and delivery node to a more focus on the continuous, dynamic, and collaborative process of the project.

(6) Organizational transformation of market research. The organization of market research has shifted from the traditional structure of levels, departments, and functions to a structure that pays more attention to platforms, teams, and roles, from a single market research institution or internal department of the enterprise to an ecosystem and collaborative network that pays more attention to market research. The division of labor, collaboration, and management of fixed market researchers have shifted to paying more attention to the flexibility, autonomy and innovation of market researchers.

(7) the talent transformation of market research. Market research talents have shifted from traditional professional, technical, and experience requirements to paying more attention to the requirements of integration, innovation, and learning, from a single market research knowledge, skills, and literacy, to paying more attention to cross-domain, cross-border, and cross-cultural knowledge, Skills and literacy, from the training, introduction, and retention of static market research talents to pay more attention to the growth, development and motivation of market research talents.

(8) Cultural transformation of market research. The culture of market research has shifted from the traditional conservative, stable, and standardized characteristics to paying more attention to the characteristics of openness, innovation, and change, from the values, concepts, and beliefs of a single market research to paying more attention to the mission, vision, and goals of market research. From the static atmosphere, style, and habits of market research to paying more attention to the motivation, passion and vitality of market research.

The Value and Difficulties of Digital Transformation 3. on Market Research

The digital transformation of market research has important value for market research institutions and enterprises, mainly in the following aspects:

(1) Improve the efficiency of market research. The digital transformation of market research can use digital technology and tools to realize the automation, intelligence and real-time of market research, shorten the cycle of market research, reduce the cost of market research, and improve the speed and effect of market research.

(2) Improve the quality of market research. The digital transformation of market research can use digital data and platforms to achieve comprehensive, in-depth, and precise market research, expand the coverage of market research, enhance the depth and breadth of market research, and improve the accuracy and reliability of market research.

(3) to enhance the value of market research. The digital transformation of market research can make use of digital methods and innovation to realize the diversification, innovation and foresight of market research, enrich the form and content of market research, increase the novelty and attractiveness of market research, and improve the influence and competitiveness of market research.

(4) Improve the application of market research. The digital transformation of market research can use digital solutions and suggestions to realize the application, landing and continuity of market research, provide the implementation and follow-up of market research, enhance the operability and sustainability of market research, and improve the satisfaction and loyalty of market research.

The digital transformation of market research also faces some difficulties and challenges, mainly in the following aspects:

(1) Updates and changes in digital technology. Digital technology is the foundation and support of the digital transformation of market research, but digital technology is also constantly updated and changed. Market research institutions and enterprises need to constantly follow up and adapt, invest time, energy, capital and other resources, and bear risks and uncertainties.

(2) The quality and security of digital data. Digital data is the core and resource of the digital transformation of market research, but digital data also has quality and safety problems. Market research institutions and enterprises need to constantly clean, organize, analyze and protect data, abide by the requirements of laws, norms and ethics, and deal with the authenticity, validity and legality of data.

(3) The choice and innovation of digital methods. Digital method is the means and guidance of digital transformation of market research, but there are also problems of selection and innovation in digital method. Market research institutions and enterprises need to constantly explore, try, evaluate and optimize methods, combined with the purpose, object, scene and other factors of market research, to deal with the applicability, effectiveness and innovation of the method.

(4) Cultivation and retention of digital talents. Digital talents are the promotion and guarantee of the digital transformation of market research, but there are also problems in the cultivation and retention of digital talents. Market research institutions and enterprises need to constantly train, introduce, motivate and retain talents, improve the digital knowledge, skills and literacy of talents, and deal with the matching, stability and loyalty of talents.

Digital Transformation Paths and Recommendations for 4. Market Research

The digital transformation of market research is a long-term, complex and systematic process, which requires market research institutions and enterprises to have clear goals, strategies, paths and measures. Based on our experience and observations, we propose the following digital transformation paths and recommendations for market research:

(1) Establish the vision and goals of digital transformation for market research. Market research institutions and enterprises need to clarify the vision and objectives of the digital transformation of market research according to their own positioning, advantages, needs, development and other factors, formulate strategic plans for the digital transformation of market research, and determine the key areas, directions, steps and indicators of the digital transformation of market research.

(2) Establish an organization and team for digital transformation of market research. Market research institutions and enterprises need to establish organizations and teams for the digital transformation of market research according to the strategic plan for the digital transformation of market research, assign responsibilities and roles for the digital transformation of market research, and build platforms and networks for the digital transformation of market research. Collaboration and cooperation in the digital transformation of market research.

(3) Build market research capabilities and resources for digital transformation. Market research institutions and enterprises need to establish the capabilities and resources of the digital transformation of market research according to the key areas and directions of the digital transformation of market research, invest the time, energy, and funds of the digital transformation of market research, and obtain the digital transformation of market research. Technology, tools, data, etc., improve the level and quality of digital transformation of market research.

(4) Establish market research for the evaluation and optimization of digital transformation. Market research institutions and enterprises need to establish the evaluation and optimization of the digital transformation of market research according to the steps and indicators of the digital transformation of market research, collect feedback, suggestions and opinions of the digital transformation of market research, analyze the effect, value and impact of the digital transformation of market research, and optimize the strategies, methods and processes of the digital transformation of market research.

5. epilogue

The digital transformation of market research is not only the development direction and inevitable choice of market research industry and enterprises, but also the competitive advantage and core ability of market research institutions and enterprises. The digital transformation of market research requires market research institutions and enterprises to have a clear vision and goals, reasonable strategies and paths, strong capabilities and resources, and effective evaluation and optimization. The digital transformation of market research is a continuous, dynamic and innovative process, which requires market research institutions and enterprises to continuously learn, explore, practice and improve. The digital transformation of market research will bring higher efficiency, quality, value and application to market research institutions and enterprises, and will also bring better services and contributions to market research customers and society.