Background and significance of digital transformation 1. market research

Market research refers to the systematic, purposeful, planned and methodical collection, collation, analysis and interpretation of market-related information to help companies understand the current situation and trends of the market, assess market opportunities and threats, and develop and adjust market strategies and marketing strategies. Market research is not only an important basis for enterprises to carry out marketing activities, but also a key factor for enterprises to improve market competitiveness and profitability.

With the development and application of digital technology, market research is also facing the challenges and opportunities of digital transformation. Digital transformation refers to the process of using digital technology and platform to innovate and optimize the business model, organizational structure, process management, product service, customer relationship, etc., so as to improve the efficiency, effectiveness and competitiveness of enterprises. Digital transformation has become the inevitable trend of today's enterprise development, and it is also a necessary means for enterprises to adapt to market changes and meet customer needs.

The digital transformation of market research refers to the process of using digital technology and platforms to innovate and optimize the data sources, collection methods, analysis methods and presentation forms of market research in order to improve the efficiency, effectiveness and value of market research. The background and significance of the digital transformation of market research mainly include the following aspects:

changes in the market environment. With the popularization and application of digital technology, the market environment has become more complex, diversified and dynamic, and rapid and profound changes have taken place in market demand, competitive situation, consumer behavior and satisfaction. Traditional market research methods are difficult to adapt to the changes in the market environment, unable to obtain and analyze market information in a timely, accurate and comprehensive manner, and unable to effectively transmit and apply market insights, thus affecting the market decision-making and execution of enterprises. The digital transformation of market research can help enterprises to use digital technology and platform to realize real-time, dynamic, multi-dimensional and in-depth monitoring and analysis of the market environment, improve the timeliness, accuracy and comprehensiveness of market research, and also improve the operability and applicability of market research.

Increase in data resources. The popularity and application of digital technology has led to an explosive growth in the number, type, source and form of data resources, and data has become an important asset and competitiveness of enterprises. Traditional market research methods are difficult to make full use of and mine the value of data resources, can not effectively integrate and manage data, and can not effectively extract and use data, thus affecting the data-driven ability and data intelligence level of enterprises. The digital transformation of market research can help enterprises to use digital technology and platform to realize the efficient, safe, standardized and intelligent collection, storage, processing and analysis of data resources, improve the data quality and data utilization rate of market research, and also improve the data-driven ability and data intelligence level of market research.

The promotion of customer demand. The popularization and application of digital technology has led to the continuous improvement of customer needs and expectations. Customers not only require companies to provide high-quality, cost-effective, and highly personalized products and services, but also require companies to provide efficient, highly interactive, and highly experienced communication and communication. Traditional market research methods are difficult to meet customer needs and expectations, cannot effectively establish and maintain good relationships with customers, and cannot effectively obtain and feedback customer opinions and suggestions, thus affecting customer satisfaction and loyalty. The digital transformation of market research can help enterprises to use digital technology and platform to realize accurate, personalized, emotional and interactive understanding and service to customers, improve customer participation and customer experience in market research, and improve customer satisfaction and loyalty in market research.

In summary, the digital transformation of market research is a necessary measure for enterprises to adapt to changes in the market environment, use the value of data resources, and meet customer needs. It is also an effective way for enterprises to improve the quality and level of market research.

Key features and trends of digital transformation 2. market research

The digital transformation of market research is a continuous, dynamic and innovative process. With the continuous development and update of digital technology and platform, the digital transformation of market research also presents some new characteristics and trends. This paper summarizes the main characteristics and trends of the digital transformation of market research based on the four aspects of market research data sources, collection methods, analysis methods and presentation forms, as follows:

Automation and intelligence of data collection methods. The data collection method of market research refers to the methods and means by which market researchers obtain data, including qualitative data collection and quantitative data collection. Qualitative data collection refers to the acquisition of non-numerical data on the feelings, attitudes, motivations, and behaviors of market participants through observation, interviews, focus groups, and case studies. Quantitative data collection refers to obtaining numerical data such as the number, proportion, frequency and distribution of market subjects through questionnaires, experiments, tests and statistics. The digital transformation of market research has made the data collection of market research more automated and intelligent. On the one hand, digital technologies and platforms provide more qualitative data collection methods, such as online observation, video interviews, virtual focus groups, scenario simulation, etc. These data collection methods can realize remote, synchronous, multimedia and interactive collection of market entities, as well as real-time, dynamic, detailed and comprehensive recording and storage of data. On the other hand, digital technologies and platforms provide more quantitative data collection methods, such as online questionnaires, mobile surveys, sensor monitoring, face recognition, etc. These data collection methods can achieve no perception, no interference, and no restrictions on market entities. And unbiased collection can also achieve high-speed, efficient, highly accurate and secure transmission and processing of data. The automation and intelligence of data collection methods for market research can help companies reduce the cost and risk of market research, improve the efficiency and effectiveness of market research, and also improve the reliability and scientificity of market research.

The depth and breadth of data analysis methods. The data analysis method of market research refers to the methods and techniques used by market researchers to process, organize, summarize, reason and interpret data, including descriptive analysis, exploratory analysis, causal analysis and predictive analysis. Descriptive analysis refers to the basic statistical description of data, such as mean, standard deviation, frequency distribution, etc., to understand the basic characteristics and patterns of the data. Exploratory analysis refers to the in-depth exploration of data, such as correlation analysis, cluster analysis, factor analysis, etc., to discover the internal connections and structure of the data. Causal analysis refers to the test of causality of data, such as regression analysis, variance analysis, experimental design, etc., to verify the causal assumptions and models of the data. Predictive analysis refers to future predictions of data, such as trend analysis, time series analysis, simulation analysis, etc., to predict future changes and developments in data. The digital transformation of market research has made the data analysis methods of market research more in-depth and broad. On the one hand, digital technologies and platforms provide more in-depth data analysis methods, such as machine learning, deep learning, neural networks, natural language processing, etc. These data analysis methods can realize automatic, intelligent, accurate and optimized analysis of data, as well as complex, implicit, nonlinear and multidimensional analysis of data. On the other hand, digital technologies and platforms provide more extensive data analysis methods, such as visual analysis, text analysis, speech analysis, image analysis, etc. These data analysis methods can realize the intuitive, vivid, vivid and diverse analysis of data, as well as the integration, integration, intersection and innovative analysis of data. The depth and breadth of data analysis methods for market research improve the efficiency of market research. Digital transformation tools for market research can help market researchers save time, cost and manpower and improve the efficiency of market research. For example, market researchers can use online questionnaires, mobile research and other tools to collect large amounts of data quickly, conveniently and at low cost; market researchers can use cloud computing, big data and other tools to store and process large amounts of data efficiently, safely and standardised; market researchers can use artificial intelligence, machine learning and other tools to analyze and predict complex data intelligently, automatically and accurately.

Improve the effect of market research. Digital transformation tools for market research can help market researchers improve the quality and value of data and improve the effectiveness of market research. For example, market researchers can use social media, e-commerce and other tools to obtain more real, rich and detailed customer data and improve the accuracy and comprehensiveness of market research. Market researchers can use natural language processing, image recognition and other tools to process more complex, fuzzy and unstructured data and improve the depth and breadth of market research. Market researchers can use charts, dashboards and other tools, presenting more intuitive, vivid and beautiful data to improve the readability and attractiveness of market research.

Although the digital transformation tools of market research have many advantages, there are also some limitations and challenges that need the attention and response of market researchers. Mainly in the following aspects:

Data security and privacy protection. The digital transformation tools of market research make the collection, storage, processing and presentation of data more convenient and open, but also increase the risk of data leakage, tampering, misuse and infringement, which may damage the interests and credibility of market researchers and stakeholders. Therefore, market researchers need to strengthen the protection of data security and privacy, such as the use of encryption, authorization, audit and other technologies and measures to ensure the integrity, credibility and legitimacy of the data, comply with the relevant laws and ethics of the data, and respect the rights and obligations of the owners and users of the data.

Assessment of data quality and validity. The digital transformation tools of market research make the sources, types, forms and quantities of data more diverse and rich, but also increase the complexity, uncertainty and inconsistency of data, which may affect the quality and validity of data. Therefore, market researchers need to strengthen the evaluation of the quality and validity of data, such as the use of cleaning, verification, standardization and other technologies and methods to eliminate data errors, noise, redundancy and deviation, improve the accuracy, consistency and comparability of data, and ensure the applicability and reliability of data.

Innovation and optimization of data analysis and presentation. The digital transformation tools of market research make the analysis and presentation of data more visual and interactive, but also increase the complexity, multidimension and dynamics of data, which may affect the innovation and optimization of data analysis and presentation. Therefore, market researchers need to strengthen the innovation and optimization of data analysis and presentation, such as using visualization, interaction, situational and other technologies and means to highlight the focus and relevance of data and improve the clarity and effectiveness of data, as well as using multimedia, emotional, storytelling and other technologies and means to stimulate the emotion and value of data and improve the influence and persuasiveness of data.

Recommendations and examples for the selection and use of digital transformation tools 4. market research

Digital transformation tools for market research are an important support and guarantee for the digital transformation of market research, and how market researchers choose and use the most suitable digital transformation tools is a key issue for the digital transformation of market research. According to the purpose, object, content and form of market research, this paper puts forward the suggestions and cases of the selection and use of digital transformation tools for market research, as follows:

According to the content of market research, select and use digital transformation tools that meet the content of market research. The content of market research refers to the main information and knowledge of market research, such as market demand, competitive situation, consumer behavior, etc. Market researchers should select and use digital transformation tools that meet the content of market research based on the content of market research to improve the data quality and data utilization of market research. For example, if the content of market research is market demand, market researchers can choose and use online questionnaires, mobile research and other tools to collect more market demand data and improve the data quality and reliability of market research. If the content of market research is competitive situation, market researchers can choose and use cloud computing, big data and other tools to process more competitive situation data, improve data utilization and data-driven capabilities for market research; if the content of market research is consumer behavior, market researchers can choose and use tools such as artificial intelligence and machine learning to analyze more consumer behavior data and improve data intelligence and data insight for market research.

According to the form of market research, select and use digital transformation tools that meet the form of market research. The form of market research refers to the main manifestations and presentation of market research, such as reports, presentations, videos, etc. Market researchers should select and use digital transformation tools that conform to the form of market research according to the form of market research, so as to improve the influence and persuasiveness of market research data presentation. For example, if the form of market research is a report, market researchers can choose and use tools such as charts and dashboards to present more intuitive, vivid and beautiful data, so as to improve the readability and attractiveness of market research data. If the form of market research is demonstration, market researchers can choose and use voice, gesture and other tools to interact with the data more naturally, flexibly and conveniently, improve the ease of use and experience of market research data presentation; If the form of market research is video, market researchers can choose and use tools such as text and images to express the data in a richer, diverse and interesting way to improve the charm and appeal of market research data presentation.