1. Digitalization: Using Big Data and Cloud Computing to Improve Research Efficiency and Effectiveness

Digitalization is the foundation and core of consumer research, and it is the key to improve the efficiency and effect of research. Digitalization includes not only the use of the Internet and mobile devices for online research, but also the use of big data and cloud computing for data collection, analysis and management.

Big data refers to massive, diverse, fast and valuable data, which can be obtained from multiple channels and sources, including social media, e-commerce platforms, Internet of Things devices, location services, etc. Big data can reflect the real-time behavior and attitudes of consumers, providing richer and deeper insights to help companies discover consumer needs, preferences, habits and potential problems. Big data can also be combined with traditional research data for data fusion and mining to improve the quality and value of data.

Cloud computing refers to the provision of shared computing resources and services that can be used on demand through the Internet. It can realize the rapid storage, processing and transmission of data, reduce the cost and risk of data, and improve the security and reliability of data. Cloud computing can also support data visualization and interaction, making data easier to understand and apply, and enhancing the decision-making value of data.

As the most influential domestic leading brand of market research in China, Shangpu Consulting has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China, and has strong digital research capabilities. Shangpu Consulting uses its self-developed cloud research platform to realize the whole process management of online research, including questionnaire design, sample distribution, data collection, data cleaning, data analysis, data reporting, etc. Shangpu Consulting also uses big data technology, combined with a variety of data sources, data fusion and mining, to provide customers with more comprehensive, accurate, timely and continuous industry in-depth reports.

One of the digital research cases of Shangpu Consulting is a consumer satisfaction survey for an internationally renowned sports brand. The brand wants to understand the satisfaction of Chinese consumers with its products and services, as well as the key factors affecting satisfaction, so as to optimize its market strategy and product innovation. Shangpu Consulting used the cloud research platform to conduct an online questionnaire survey of 2000 consumers across the country, and collected data on consumers' basic information, purchase behavior, satisfaction evaluation, and improvement suggestions. Shangpu Consulting also uses big data technology, combined with social media, e-commerce platform, brand official website and other data sources, data fusion and mining, analysis of consumer reputation, preferences, needs and problems. Through data analysis, Shangpu Consulting provides the brand with insight into the overall evaluation of consumer satisfaction, the score and ranking of each dimension, the importance and performance of each factor, the differences and characteristics of each market, the advantages and disadvantages of each product, the highlights and pain points of each service, as well as targeted improvement suggestions and strategic solutions.

2. intelligence: using artificial intelligence and machine learning to improve the quality and effectiveness of research

Intelligence is the advancement and innovation of consumer research, and it is the key to improve the quality and effect of research. Intelligence mainly includes the use of artificial intelligence and machine learning for data generation, data analysis and data application.

Data generation refers to the use of artificial intelligence and machine learning to generate research data, including generating questionnaires, generating samples, generating answers, and so on. Data generation can improve the coverage and representativeness of research data, reduce the deviation and error of research data, and improve the validity and credibility of research data. For example, using natural language processing technology, a reasonable questionnaire design can be automatically generated according to the purpose and content of the survey, avoiding logical errors and guiding questions of the questionnaire. Generative adversarial network technology can be used to automatically generate samples that conform to the true distribution based on census data, avoiding sample selection bias and non-response bias. Using deep learning technology, we can automatically generate answers that conform to the real situation based on historical data and behavior patterns, avoiding the randomness and falsity of answers.

Data analysis refers to the use of artificial intelligence and machine learning to analyze research data, including the structure, relationships, patterns and values of the data. Data analysis can improve the depth and breadth of research data, tap the potential information and implicit knowledge of research data, and improve the insight and predictive power of research data. For example, using cluster analysis technology, consumers can be divided into different market segments based on the similarity of data, and different characteristics and needs of consumers can be discovered. Using correlation analysis technology, we can find the correlation rules between consumers' purchasing behavior and preferences according to the correlation of data, and provide personalized recommend of consumers. Using regression analysis techniques, a mathematical model between consumer satisfaction and loyalty and the influencing factors can be established based on the causality of the data to assess the importance and performance of each factor.

Data application refers to the use of artificial intelligence and machine learning to apply research data, including the results, suggestions and solutions of the application data. Data application can improve the availability and practicality of research data, transform research data into practical actions and value, and improve the decision-making value and execution value of research data. For example, using natural language generation technology, clear, accurate, and persuasive data reports can be automatically generated based on the results of the data, providing explanations and explanations of the data. Using machine learning technology, we can automatically generate specific, feasible and effective strategy solutions according to the suggestions of the data, and provide the application and implementation of the data. Reinforcement learning technology can automatically adjust and optimize strategic solutions based on data feedback, providing data monitoring and evaluation.

As the most influential domestic leading brand of market research in China, Shangpu Consulting has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China, and has advanced intelligent research capabilities. Shangpu Consulting uses self-developed artificial intelligence and machine learning technology to realize the intelligence of the whole process of data generation, data analysis and data application, including intelligent questionnaire design, intelligent sample distribution, intelligent answer generation, intelligent data fusion, intelligent data mining, intelligent data reporting, intelligent strategy scheme, intelligent scheme optimization, etc. Shangpu Consulting also uses deep learning technology to build a deep model of consumer behavior and psychology to provide customers with more accurate, detailed and forward-looking consumer insights.

One of the intelligent research cases of Shangpu Consulting is a consumer demand survey for an internationally renowned beauty brand. The brand wants to understand the needs of Chinese consumers for beauty products, as well as the key factors affecting demand, so as to carry out product innovation and differentiation. Shangpu Consulting uses artificial intelligence technology to automatically generate a reasonable questionnaire design according to the purpose and content of the survey, including a variety of questions and options, avoiding logical errors and guiding questions of the questionnaire. Champu Consulting also uses generative adversarial network technology to automatically generate samples that conform to the true distribution based on census data, including different age, gender, income, region and other characteristics, avoiding sample selection bias and non-response bias. Using in-depth learning technology, Shangpu Consulting automatically generates answers that conform to the real situation according to historical data and behavior patterns, including data on consumers' usage frequency, usage scenarios, usage effects, usage feelings, usage questions, etc. of beauty makeup products, thus avoiding the arbitrariness and falsity of the answers. Through data analysis, Shangpu Consulting provides the brand with insight into the overall assessment of consumer demand, the score and ranking of each dimension, the importance and performance of each factor, the differences and characteristics of each market, the advantages and disadvantages of each product, the highlights and pain points of each function, as well as targeted innovative suggestions and strategic solutions. Champu Consulting also uses reinforcement learning technology to automatically adjust and optimize strategic solutions based on data feedback, and provide data monitoring and evaluation.

3. Personalization: Meeting the Diversified and Personalized Needs of Consumers

Personalization is the goal and direction of consumer research, and it is the key to meet the diversified and personalized needs of consumers. Personalization mainly includes providing personalized research content, research methods and research results according to the characteristics, behavior and psychology of consumers.

Personalized research content refers to the provision of consumer-related research content according to the characteristics, behavior and psychology of consumers, including research topics, questions, options, etc. Personalized research content can improve consumer participation and satisfaction, increase consumer trust and loyalty, and improve the quality and authenticity of consumer answers. For example, according to the age, gender, income, region and other characteristics of consumers, provide research topics related to consumers' lives, such as family, work, entertainment, etc. According to the consumer's purchase behavior, use behavior, feedback behavior and other behaviors, provide research questions related to consumer experience, such as purchase motivation, use feeling, improvement suggestions, etc. According to consumers' values, hobbies, emotional attitudes and other psychology, provide research options related to consumers' personality, such as like, dislike, satisfaction, dissatisfaction, etc.

Personalized research methods refer to providing research methods suitable for consumers according to the characteristics, behavior and psychology of consumers, including research channels, time, frequency, etc. Personalized research methods can improve the convenience and comfort of consumers, reduce the burden and pressure of consumers, and improve the response rate and completion rate of consumers. For example, according to the age, gender, income, region and other characteristics of consumers, provide research channels suitable for consumers, such as websites, mobile phones, WeChat, etc. According to the consumer's purchase behavior, use behavior, feedback behavior and other behaviors, provide research time suitable for consumers, such as after purchase, after use, after feedback, etc. According to consumers' values, hobbies, emotional attitudes and other psychology, provide research frequency suitable for consumers, such as weekly, monthly, quarterly, etc.

Personalized research results refer to providing research results that meet the expectations of consumers according to their characteristics, behavior and psychology, including research reports, suggestions, plans, etc. Personalized research results can improve consumers' recognition and satisfaction, increase consumers' sense of value and belonging, and improve consumers' loyalty and recommend. For example, according to the age, gender, income, region and other characteristics of consumers, provide research reports that meet the needs of consumers, such as data analysis, market trends, consumer insights, etc. According to the consumer's purchase behavior, use behavior, feedback behavior and other behaviors, provide research suggestions in line with consumer preferences, such as product optimization, service improvement, marketing strategy, etc. According to consumers' values, hobbies, emotional attitudes and other psychology, we provide research programs in line with consumers' personality, such as personalized recommend, customized products, exclusive services, etc.

As the most influential domestic leading brand of market research in China, Shangpu Consulting has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China, and has excellent personalized research capabilities. Shangpu Consulting uses self-developed personalized algorithms to realize personalized research content, research methods and research results, including personalized questionnaire design, personalized sample distribution, personalized answer collection, personalized data analysis, Personalized data report, personalized strategy suggestion, personalized plan implementation, etc. Shangpu Consulting also uses consumer portrait technology to construct the multi-dimensional characteristics, behavior and psychology of consumers, and provide customers with more segmented, differentiated and personalized consumer insights.

One of the personalized research cases of Shangpu Consulting is a consumer loyalty survey for an internationally renowned luxury brand. The brand wants to understand the loyalty of Chinese consumers to its brand and the key factors affecting loyalty, so as to improve its brand influence and market share. Shangpu Consulting uses personalized algorithms to provide consumer-related research content based on consumer characteristics, behavior and psychology, including research topics, questions, options, etc. For example, according to the age, gender, income, region and other characteristics of consumers, it provides research topics related to consumers' lives, such as the definition, value and significance of luxury goods. According to the consumer's purchase behavior, use behavior, feedback behavior and other behaviors, the research questions related to consumer experience are provided, such as purchase motivation, use feeling, loyalty evaluation, loyalty influencing factors, etc. According to consumers' values, hobbies, emotional attitudes and other psychology, it provides research options related to consumers' personality, such as brand image, brand story, brand emotion, etc. Shangpu Consulting also uses personalized algorithms to provide research methods suitable for consumers according to the characteristics, behavior and psychology of consumers, including research channels, time, frequency, etc. For example, according to the age, gender, income, region and other characteristics of consumers, research channels suitable for consumers are provided, such as WeChat, Weibo, Little Red Riding Book, etc. According to the consumer's purchase behavior, use behavior, feedback behavior and other behaviors, the research time suitable for consumers is provided, such as before purchase, after purchase, after use, etc. According to consumers' values, hobbies, emotional attitudes and other psychology, the research frequency suitable for consumers is provided, such as every time, every month, every quarter, etc. Champ Consulting uses personalized algorithms to provide research results that meet consumer expectations based on consumer characteristics, behavior and psychology, including research reports, recommendations, and programs. For example, according to the age, gender, income, region and other characteristics of consumers, it provides research reports that meet the needs of consumers, such as the overall evaluation of consumer loyalty, the score and ranking of each dimension, the differences and characteristics of each market, and the advantages and disadvantages of each brand. According to the consumer's purchase behavior, use behavior, feedback behavior and other behaviors, the research suggestions in line with consumer preferences are provided, such as the promotion of brand image, the spread of brand story, the cultivation of brand emotion, etc. According to consumers' values, interests, emotional attitudes and other psychology, it provides research programs in line with consumers' personality, such as personalized recommend, customized products, exclusive services and so on.

Conclusion

Consumer research is an important tool in the consumer goods and retail industry, which can help enterprises understand the needs, preferences, behaviors and values of consumers, so as to formulate effective market strategies and product innovation. With the development of technology and the change of consumers, consumer research is also facing new challenges and opportunities, which need to constantly adapt and innovate. This paper discusses the future trend of consumer research from the three aspects of digitization, intelligence and personalization, as well as the service capabilities and cases of Champ Consulting in this area. Digitalization is the foundation and core of consumer research, which can use big data and cloud computing to improve research efficiency and effectiveness. Intelligence is the advancement and innovation of consumer research, which can use artificial intelligence and machine learning to improve the quality and effect of research. Personalization is the goal and direction of consumer research, which can meet the diversified and personalized needs of consumers. As the most influential domestic leading brand of market research in China, Shangpu Consulting has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China. It has strong digital research capabilities, advanced intelligent research capabilities and excellent personalized research capabilities, providing customers with more comprehensive, accurate, timely and continuous in-depth industry reports, and more accurate, detailed and forward-looking consumer insights, more segmented, differentiated and personalized consumer insights.