Market research is an activity to collect, analyze and use market information, which has an important impact on the service quality and customer satisfaction of consulting companies. Market information refers to all kinds of information related to the market, including the size, structure, trends, needs, competition, opportunities and risks of the market. Market information is the basis and basis for consulting companies to make consulting decisions, and it is also the resource and means for consulting companies to enhance their consulting competitiveness. The purpose of market research is to obtain, process and utilize market information to provide guidance and support for the consulting firm's consulting services. Consulting service refers to the activities of consulting companies to communicate and cooperate with customers through professional knowledge, skills and experience in order to meet the needs of customers. The goal of consulting services is to achieve the goals and value of the client, and it is also one of the key factors for the success of consulting companies.

The forms and tools of market research refer to the main methods and means of market research, which determine the process and effect of market research. The forms and tools of market research have been constantly changing and developing. With the development and application of digital technology, the forms and tools of market research have also changed, and some new forms and tools of market research have emerged, such as remote conferences, Cloud visits, virtual reality display, data mining, data visualization, artificial intelligence, etc. These new forms and tools of market research not only save time and cost, improve efficiency and accuracy, but also expand the scope and depth of market research, and enhance the innovation and value of market research. The following is a detailed analysis of these new market research forms and tools:

Teleconferencing: Teleconferencing is a way of real-time communication and collaboration between people in different locations through communication tools such as the Internet or the telephone. Teleconferencing can be used for the design, execution, analysis and presentation of market research, and can communicate and discuss with customers, suppliers, competitors, experts, etc. to obtain and share market information. The advantages of teleconferencing are that it can save expenses such as transportation and accommodation, improve the efficiency and quality of communication, shorten the cycle of market research, and increase the flexibility and adaptability of market research. The disadvantage of teleconferencing is that there may be instability in the network or equipment, which affects the quality and effectiveness of communication, may also reduce the intimacy and trust of communication, and affect the depth and breadth of communication.

Cloud visitation: Cloud visitation is a means of online observation and experience of remote places or objects through the web or other digital tools. Cloud visits can be used for the execution and analysis of market research, and can observe and experience the workflow, product functions, service quality, etc. of customers, suppliers, competitors, experts, etc., to obtain and analyze market information. The advantage of cloud visit is that it can break through the limitations of time and space, realize the simultaneous observation and experience of multiple places or objects, improve the efficiency and quality of observation and experience, and expand the scope and depth of observation and experience. The disadvantage of cloud visit is that there may be instability of network or equipment, which affects the quality and effect of observation and experience, and may also reduce the authenticity and perception of observation and experience, and affect the accuracy and effectiveness of observation and experience.

Virtual reality display: Virtual reality display refers to the way to realize the three-dimensional display and interaction of market information through virtual reality technology. Virtual reality display can be used for the analysis and presentation of market research, and can display and interact with information such as market size, structure, trends, demand, competition, opportunities and risks, and obtain and present market information. The advantage of virtual reality display is that it can improve the visibility and readability of market information, enhance the appeal and persuasion of market information, and enhance the value and significance of market information. The disadvantage of virtual reality display is that there may be technical immaturity, which affects the quality and effect of display and interaction, and may also increase the cost and difficulty of display and interaction, and affect the feasibility and usability of display and interaction.

Data mining: Data mining refers to the process of discovering and extracting useful information and knowledge from large amounts of data through the use of statistics, machine learning, artificial intelligence and other techniques. Data mining can be used in the analysis and presentation of market research, and can discover and extract market laws, relationships, patterns, trends and other information and knowledge to obtain and present market information. The advantage of data mining is that it can make full use of market data and technology, improve the efficiency and accuracy of market information, and enhance the innovation and value of market information. The disadvantage of data mining is that there may be incompleteness, inconsistency, timeliness, incomparability and untrustworthiness of data, which affects the authenticity and validity of market information, and there may also be issues such as privacy, security and legitimacy of data, which affect the use and sharing of market information.

Data visualization: Data visualization is the process of presenting and communicating information and insights about data through charts, graphs, and animations. Data visualization can be used in the analysis and presentation of market research, which can display and convey information and insights on market size, structure, trends, needs, competition, opportunities and risks, and obtain and present market information. The advantage of data visualization is that it can improve the visibility and readability of market information, enhance the appeal and persuasiveness of market information, and enhance the value and significance of market information. The disadvantage of data visualization is that there may be technical immaturity, which affects the quality and effect of display and communication, and there may also be design irrationality, which affects the accuracy and effectiveness of display and communication.

Artificial intelligence: Artificial intelligence refers to the technology that enables the collection, analysis, utilization and creation of data by simulating and extending human intelligence. Artificial intelligence can be used in the design, execution, analysis and presentation of market research, can collect and analyze market data, use and create market information and knowledge, and obtain and present market information. The advantage of artificial intelligence is that it can make full use of market data and technology, improve the efficiency and accuracy of market information, and enhance the innovation and value of market information. The disadvantage of artificial intelligence is that there may be uncontrollability of technology, which affects the security and reliability of market information, and there may also be moral unknowability, which affects the rationality and acceptability of market information.

Conclusion

Market research is an activity to collect, analyze and use market information, which has an important impact on the service quality and customer satisfaction of consulting companies. With the development and application of digital technology, the forms and tools of market research have also changed, and some new forms and tools of market research have emerged, such as teleconference, cloud visit, virtual reality display, data mining, data visualization, artificial intelligence, etc. These new forms and tools of market research not only save time and cost, improve efficiency and accuracy, but also expand the scope and depth of market research, and enhance the innovation and value of market research. From the perspective of experts, this paper discusses the meaning, characteristics and functions of the new forms and tools of market research, as well as how to select and use the new forms and tools of market research. This paper holds that the new forms and tools of market research are a kind of progress and development of market research. Experts in market research should actively learn and master the new forms and tools of market research, flexibly use the new forms and tools of market research, creatively discover and solve market problems, and practically provide and present market information, so as to contribute to the service quality and customer satisfaction of consulting companies. The research of this paper has certain reference value and enlightenment significance for the theory and practice of market research.