1. data-driven: using big data and artificial intelligence to improve the ability and level of market research

Data is the core element of digital transformation and the foundation and source of market research. With the development of digital technology, market research can use tools such as big data and artificial intelligence to collect, analyze and utilize more, faster and more accurate data, thereby improving the ability and level of market research. Specifically, data-driven market research can achieve the following advantages:

Expand data sources and coverage. Traditional market research mainly relies on questionnaires, interviews, observations and other methods to collect data, which are often limited by the size, representativeness and accessibility of the sample, as well as the timeliness and completeness of the data. Data-driven market research can use the Internet, Internet of Things, social media, mobile devices and other channels to collect massive amounts of structured and unstructured data, covering multiple dimensions such as customer behavior, psychology, emotion, and social relationships. Improve the richness and diversity of data.

Improve the efficiency and accuracy of data analysis and mining. Traditional market research mainly relies on statistical analysis, hypothesis testing, correlation analysis and other methods to process data, which are often limited by the quality, magnitude and complexity of the data, as well as the subjective judgment and experience of the analyst, thus affecting the reliability and validity of the data. Data-driven market research can use artificial intelligence, machine learning, deep learning and other technologies to automate data cleaning, integration, classification, clustering, prediction, recommend and other operations, thereby improving data accuracy and insight.

Enhance data application and value creation and delivery. Traditional market research mainly relies on reports, charts, presentations and other ways to present data, which are often limited by the expressiveness, visualization and interactivity of the data, as well as the understanding and acceptance of users, thus affecting the attractiveness and influence of the data. Data-driven market research can use data visualization, data stories, data products and other forms to display data in a more intuitive, vivid and interesting way. At the same time, data platforms, data sharing, data services and other mechanisms can be used to deliver data in a faster, more convenient and smarter way, thereby improving the value and utilization of data.

Case: Champ Consulting helps an automaker conduct data-driven market research.

Shangpu Consulting provides a data-driven market research service for an automobile manufacturer to help it understand and meet customer needs and improve the competitiveness and market share of its products. The following steps were used by Champ Consulting:

Collect data. Using internal data from automakers (e. g., sales data, after-sales data, customer feedback data, etc.), as well as external data (e. g., automotive industry data, social media data, third-party data, etc.), Shangpu Consulting collects a large amount of data on customer behavior, preferences, satisfaction, loyalty, etc.

Analyze the data. Using technologies such as artificial intelligence and machine learning, Shangpu Consulting conducted in-depth analysis and mining of the collected data, and discovered insights into customer needs, pain points, potential value, etc., as well as the products, services, and brands of automakers. The strengths and weaknesses of the company, as well as the strategies and trends of competitors.

Application data. Shangpu Consulting uses data visualization and data stories to present the analysis results to the decision makers of automobile manufacturers in a clear, powerful and interesting way. At the same time, it puts forward suggestions and solutions based on data, including product design, service innovation, marketing strategy, customer relationship, etc., to help automobile manufacturers improve customer satisfaction and loyalty, and increase market share and revenue.

2. User Center: Taking Users as the Core, Creating Personalized and Differentiated Market Research Solutions

Users are the core object of digital transformation and the core subject of market research. With the development of digital technology, market research can pay more attention to the needs, experience and value of users, and create personalized and differentiated market research solutions, thereby enhancing the user-centricity of market research. Specifically, user-centric market research can achieve the following advantages:

Understand the real needs and experiences of users. Traditional market research mainly relies on users' self-presentation and feedback, which are often limited by users' cognition, expression and honesty, as well as the researcher's ability to ask questions, guide and interpret, thus affecting the authenticity and integrity of users. The user-centered market research can use the user's behavior, emotion, physiology and other data, as well as the user's scene, environment, society and other factors, through observation, experiment, testing and other methods, in-depth understanding of the user's real needs and experience, so as to improve the user's understanding and satisfaction.

Create personalized and differentiated market research solutions for users. Traditional market research mainly depends on the average of users and standardized and standardized market research programs, these ways often ignore the user's personality, differences and diversity, thus affecting the user's satisfaction and loyalty. The user-centric market research can use user data, insights and value, as well as user participation, feedback and collaboration, through customization, optimization, iteration, etc., to create personalized and differentiated market research solutions for users, thereby improving users Satisfaction and loyalty.

Enhance the creation and dissemination of user value and influence. Traditional market research mainly relies on user satisfaction and loyalty as the goal and result of market research. These methods are often limited to the user's consumption and use stage, thus affecting the creation and dissemination of user value and influence. The user-centered market research can use the creativity, sociality and influence of users, as well as the co-creation, sharing and win-win of users, through incentives, empowerment, connection, etc., to enhance the creation and dissemination of user value and influence, Thereby improving the loyalty and recommend of users.

Case: Shangpu Consulting helps a financial service provider to conduct market research in the user center.

Shangpu Consulting provides a user-centered market research service for a financial service provider to help it understand and meet the needs of users and enhance the competitiveness and market share of its services. The following steps were used by Champ Consulting:

Understand the user's real needs and experiences. Shangpu Consulting Company uses the user data of financial service providers (such as transaction data, evaluation data, complaint data, etc.), as well as the user's behavior, emotion, physiology and other data, through observation, experiment, test and other ways, in-depth understanding of the user's real needs and experience, found the user's pain points, needs, expectations and other aspects of insight.

Create personalized and differentiated market research solutions for users. Shangpu Consulting Company uses user data, insight and value, as well as user participation, feedback and collaboration, through customization, optimization, iteration, etc., to create a personalized and differentiated market research plan for users, including user portrait, user journey, user experience, etc., to help financial service providers design and provide services that better meet user needs and expectations.

Enhance the creation and dissemination of user value and influence. Shangpu Consulting Company uses the creativity, sociality and influence of users, as well as the co-creation, sharing and win-win of users, through incentives, empowerment, connection, etc., to enhance the creation and dissemination of user value and influence, including The user's reputation, recommend, community and other aspects have helped financial service providers increase the loyalty and recommend of users, and expand market share and revenue.

3. platform: platform as the carrier, to create an open and collaborative market research model.

Platform is the core carrier of digital transformation and the core model of market research. With the development of digital technology, market research can take advantage of the platform to create an open and collaborative market research model, thereby enhancing the platform of market research. Specifically, platform-based market research can achieve the following advantages:

Expand market research resources and participants. Traditional market research mainly depends on the internal resources and participants of market research institutions and enterprises. These methods are often limited by the scarcity of resources and the professionalism and enthusiasm of participants, thus affecting the breadth and depth of market research. The platform-based market research can use the platform's connection, aggregation, matching and other functions to expand the resources and participants of market research, including data, technology, talents, funds, partners, etc., thereby improving the breadth and depth of market research.

Improve the efficiency and quality of market research. Traditional market research mainly depends on the internal processes and standards of market research institutions and enterprises, which are often limited by the complexity of the process and the consistency of the standards, thus affecting the efficiency and quality of market research. Platform-based market research can use the platform's functions of collaboration, coordination, and negotiation to improve the efficiency and quality of market research, including project management, task allocation, quality control, and result evaluation, thereby improving the efficiency and quality of market research.

Increase the value and impact of market research. Traditional market research mainly depends on the internal value and influence of market research institutions and enterprises. These methods are often limited by the creation of value and the dissemination of influence, thus affecting the value and influence of market research. Platform-based market research can use the platform's innovation, learning, sharing and other functions to increase the value and impact of market research, including intellectual property rights, patents, papers, cases, etc., thereby improving the value and impact of market research.

Case: Shangpu Consulting Builds Platform-based Market Research Model

In order to improve its own market research ability and level, Shangpu Consulting Company has created a platform-based market research model, using the advantages of the platform to provide better, more efficient and more valuable market research services. The following steps were used by Champ Consulting:

Expand market research resources and participants. Shangpu Consulting Company uses the functions of platform connection, aggregation and matching to expand the resources and participants of market research, including data, technology, talents, funds, partners, etc. Through the platform, Shangpu Consulting Company can obtain more, more comprehensive and real-time data, use more advanced, smarter and more convenient technologies, recruit more professional, more diverse and more active talents, obtain more sufficient, more flexible and more reasonable funds, and establish a broader, closer and more mutually beneficial partnership.

Improve the efficiency and quality of market research. Shangpu Consulting Company uses the platform's functions of collaboration, coordination and negotiation to improve the efficiency and quality of market research. Through the platform, Shangpu Consulting Company can achieve more efficient, collaborative and flexible market research project management, more reasonable, more decentralized and more dynamic market research task allocation, stricter, more unified and more transparent market research quality control, and more objective, more fair and timely market research results evaluation.

Increase the value and impact of market research. Shangpu Consulting Company uses the innovation, learning, sharing and other functions of the platform to increase the value and influence of market research, including intellectual property rights, patents, papers, cases, etc. Through the platform, Shangpu Consulting Company can realize more diversified, more cutting-edge and more valuable market research innovation, more extensive, deeper and more continuous market research learning, and more open, more shared and more interactive market research sharing.

4. ecologicalization: taking ecology as the goal, creating symbiotic and sustainable market research value

Ecology is the core goal of digital transformation and the core value of market research. With the development of digital technology, market research can use ecological thinking to create symbiotic and sustainable market research value, thereby enhancing the ecology of market research. Specifically, ecological market research can achieve the following advantages:

Build win-win stakeholder relationships for market research. Traditional market research mainly relies on the relationship between market research institutions and enterprises, which often ignores other stakeholders of market research, such as users, society, environment, etc., thus affecting the fairness and responsibility of market research. Ecological market research can use ecological thinking to build a win-win stakeholder relationship in market research, including market research institutions, enterprises, users, society, environment, etc., so as to improve the fairness and responsibility of market research.

Cultivate the ability of self-renewal and self-evolution of market research. Traditional market research mainly depends on the fixed and stable ability of market research institutions and enterprises. These methods are often difficult to cope with the changes and challenges of market research, thus affecting the adaptability and competitiveness of market research. Ecological market research can use ecological thinking to cultivate the ability of self-renewal and self-evolution of market research, including market research knowledge, skills, methods, ideas, etc., so as to improve the adaptability and competitiveness of market research.

To achieve the long-term development of market research and sustainable growth goals. Traditional market research mainly relies on the short-term interests and single indicators of market research institutions and enterprises, which often sacrifice the long-term interests and multiple indicators of market research, thus affecting the sustainability and development of market research. Ecological market research can use ecological thinking to achieve the long-term development and sustainable growth of market research, including the economic, social and environmental aspects of market research, so as to improve the sustainability and development of market research.

Case: Market Research Value of Ecologicalization of Shangpu Consulting

In order to achieve its own long-term development and sustainable growth, Shangpu Consulting has realized the value of ecological market research, and has created symbiotic and sustainable market research value by using ecological thinking. The following steps were used by Champ Consulting:

Build win-win stakeholder relationships for market research. Shangpu Consulting Company uses ecological thinking to build a win-win stakeholder relationship for market research, including market research institutions, enterprises, users, society, environment, etc. Through the platform, Shangpu Consulting Company can realize the cooperation and mutual benefit between market research institutions and enterprises, the communication and satisfaction between market research institutions and users, the contribution and feedback of market research institutions and society, and the protection and improvement of market research institutions and the environment.

Cultivate the ability of self-renewal and self-evolution of market research. Shangpu Consulting Company uses ecological thinking to cultivate the ability of self-renewal and self-evolution of market research, including market research knowledge, skills, methods, concepts, etc. Through the platform, Shangpu Consulting Company can acquire and update the knowledge of market research, learn and improve the skills of market research, innovate and optimize the methods of market research, and change and upgrade the concept of market research.

To achieve the long-term development of market research and sustainable growth goals. Shangpu Consulting Company uses ecological thinking to achieve the long-term development and sustainable growth goals of market research, including the economic, social, and environmental aspects of market research. Through the platform, Shangpu Consulting Company can realize the economic benefits and income of market research, the social influence and reputation of market research, and the environmental responsibility and contribution of market research.