Current situation of 1. market research industry

Market research industry is a service industry, its main function is to provide customers with market information, data analysis, consulting services, etc., to help customers understand market demand, competitive situation, consumer behavior, social trends, etc., so as to formulate effective market strategies and decisions. The customers of the market research industry mainly include enterprises, governments, social organizations, etc., involving various industries and fields.

市场调查行业的发展历史可以追溯到20At the beginning of the century, it was mainly for the advertising and media industries. With the development of economy and the complexity of the market, the market research industry has gradually expanded the scope and content of services, covering product research and development, brand management, marketing, public relations, social research and other aspects. The development of the market research industry has also been influenced and promoted by science and technology, especially the application of information technology and Internet technology, which has revolutionized the collection, processing, analysis and presentation of data in the market research industry and improved the efficiency and quality of market research.

According to the Global Association of Market Researchers (ESOMAR) statistics,2019Revenue from the global market research industry in466Billion US dollars, year-on-year growth6.4%. Among them, North America has the highest proportion, which is39.4%followed by the European region,34.2%The Asia-Pacific region accounts18.8%。中国市场调查行业的收入为38.8US $100 million, ranking third in the world, second only to the United States and the United Kingdom, with year-on-year growth.10.1%. The growth of China's market research industry is mainly due to the steady growth of the domestic economy, consumption upgrading, digital transformation and other factors, as well as the improvement of the innovation ability and service level of market research companies.

市场调查行业的参与者主要分为两类：一类是国际性的市场调查集团，如尼尔森、康泰纳仕、益普索、罗尔等，这些集团在全球拥有广泛的网络和资源，提供全方位的市场调查服务，具有较强的品牌影响力和市场份额；另一类是本土的市场调查公司，如零点有数、央视市场研究、艾力森、慧辰股份等，这些公司主要依托国内市场，提供针对性的市场调查服务，具有较强的本土化优势和灵活性。此外，还有一些跨界的市场调查参与者，如咨询公司、数据公司、互联网公司等，这些参与者利用自身的专业能力和数据资源，提供一些特定的市场调查服务，增加了市场调查行业的多样性和竞争性。

二、市场调查行业的趋势

The development trend of the market research industry is mainly affected by the following aspects:

（1）客户需求的变化。随着客户的市场环境和竞争压力的变化，客户对市场调查的需求也在不断变化。客户不仅需要获取更多、更准确、更及时的市场信息和数据，还需要获取更深入、更有价值、更有洞察力的市场分析和咨询。客户也更加关注市场调查的效果和回报，要求市场调查公司提供更具有可操作性和可执行性的市场策略和建议。客户的需求也更加多元化和个性化，要求市场调查公司提供更符合客户特定目标和场景的定制化服务。

（2) technological innovation. Technological innovation is an important driving force for the market research industry and an important challenge for the market research industry. Technological innovation is mainly reflected in the following aspects:

The source and form of the data. With the development of Internet, Internet of things, artificial intelligence and other technologies, more and more data can be obtained by market research, including structured data and unstructured data, such as text, image, video, sound, etc. These data can reflect more dimensions and levels of the market and consumers, and also put forward higher requirements for data processing and analysis.

The second is the collection and transmission of data. With the development of mobile Internet, cloud computing, big data and other technologies, market research can use more tools and platforms for data collection and transmission, such as mobile phones, tablets, smart devices, social media, online surveys, remote interviews, etc. These tools and platforms can improve the efficiency and coverage of market research, as well as reduce the cost and risk of market research. The third is the analysis and presentation of data. With the development of artificial intelligence, machine learning, data mining, data visualization and other technologies, market research can use more methods and technologies for data analysis and presentation, such as natural language processing, image recognition, sentiment analysis, predictive models, dashboards, storytelling, etc. These methods and techniques can improve the quality and value of market research, as well as the attractiveness and impact of market research.

（3) increased competition. With the development and changes of the market research industry, the competition in the market research industry is also increasing. Competition in the market research industry is mainly reflected in the following aspects:

One is the competition between market research companies. Competition between market research companies exists not only in the same geographical area and field, but also across geographical and cross-field. The competition between market research companies is mainly reflected in the quality of service, service price, service innovation, service speed and so on. Competition among market research companies also promotes the progress and development of the market research industry.

The second is the competition between market research companies and other market participants. In addition to competition from their peers, market research companies also face competition from other market participants, such as consulting firms, data companies, Internet companies, etc., which use their professional capabilities and data resources to provide some specific market research services, increasing the diversity and competitiveness of the market research industry. Third, the competition between market research companies and customers. In addition to external competition, market research companies have to face internal competition, that is, customer autonomy and self-improvement. With the enhancement of customers' market awareness and data awareness, as well as the improvement of customers' own data collection and analysis ability, customers rely less on market research companies, and customers pay more attention to the added value and differentiation of market research companies.

Opportunities in the 3. Market Research Industry

The opportunities in the market research industry mainly come from the following aspects:

（1) Expansion of the market. With the development of economy and the process of globalization, the scale and scope of the market are expanding, the complexity and diversity of the market are increasing, and the changes and uncertainties of the market are increasing, which provide a broad market space and demand for the market research industry. The market research industry can use its own professional knowledge and technical capabilities to provide customers with more market information and data, help customers grasp market opportunities and risks, and enhance their market competitiveness and efficiency.

（2) upgrade of the customer. With the improvement of customers' consumption level and taste, customers' demand and expectation for products and services are also constantly improving, and customers' demand for market research is also constantly upgrading. Customers not only need to obtain more market information and data, but also need to obtain more in-depth market analysis and consulting, customers are more concerned about the innovation and value of market research, customers are more willing to pay a higher price for high-quality market research services. The market research industry can use its own innovation ability and service level to provide customers with a higher level of market research services, meet the high-end needs of customers, and improve customer satisfaction and loyalty.

（3) the development of technology. The development of technology is an important support and driving force for the market research industry, and it is also an important opportunity for the market research industry. The development of technology is mainly reflected in the following aspects:

One is the richness and diversity of data. The development of technology enables market research to obtain more data, as well as more kinds of data, such as text, images, videos, sounds, etc., which can reflect more dimensions and levels of the market and consumers, and can also improve the quality and value of market research. The market research industry can use this data to provide customers with more comprehensive and profound market insights and recommendations.

The second is the intelligence and automation of data. With the development of technology, market research can use artificial intelligence, machine learning, data mining and other technologies to realize the intelligence and automation of data, such as natural language processing, image recognition, emotion analysis, prediction model, etc. These technologies can improve the efficiency and quality of market research, and also improve the innovation and value of market research. The market research industry can use these technologies to provide customers with faster and more accurate market answers and solutions.

The third is the visualization and storytelling of data. The development of technology enables market research to use data visualization, data storytelling and other technologies to realize data visualization and storytelling, such as dashboards, charts, animations, videos, etc. These technologies can improve the attractiveness and influence of market research, as well as the dissemination and sharing of market research. The market research industry can take advantage of these technologies to provide customers with a more dynamic and persuasive market presentation and communication.

Challenges in the 4. Market Research Industry

The challenges of the market research industry mainly come from the following aspects:

（1) The variability of customer needs. As the customer's market environment and competitive pressures change, the customer's demand for market research is constantly changing. The needs of customers are not only diversified and personalized, but also rapid and urgent. The requirements of customers for the quality and speed of market research are also constantly improving, and customers' attention to the effect and return of market research is also increasing. In order to cope with the changing needs of customers, the market research industry needs to constantly update its knowledge and skills, constantly improve its service quality and speed, and constantly create its own service value and effect.

（2) Changes in technology. Technological change is an important opportunity for the market research industry, but also an important challenge for the market research industry. Technological changes are mainly reflected in the following aspects:

One is data security and compliance. Technological changes allow market research to obtain more data, as well as more sensitive data, such as personal information, privacy information, trade secrets, etc. The security and compliance of these data has become an important issue in the market research industry. In order to ensure the security and compliance of data, the market research industry needs to abide by relevant laws, regulations and ethics, establish a sound data protection and management system, and take effective data encryption and backup measures.

The second is the quality and validity of the data. Technological changes have made it possible for market research to obtain more data, as well as more types of data, such as text, images, videos, sounds, etc. The quality and effectiveness of these data has become an important issue in the market research industry. In order to ensure the quality and validity of the data, the market research industry needs to strictly screen and verify the source and form of the data, strictly test and evaluate the accuracy and reliability of the data, and strictly analyze and judge the relevance and representativeness of the data.

The third is the analysis and application of data. Technological changes have made it possible for market research to utilize more methods and techniques for data analysis and application, such as artificial intelligence, machine learning, data mining, data visualization, etc. The analysis and application of these methods and techniques has become an important issue in the market research industry. To effectively analyze and apply data, the market research industry needs to master and apply the principles and laws of these methods and techniques, integrate and understand customer goals and scenarios, and generate and provide valuable and meaningful market insights and recommendations.

（3) fierce competition. With the development and changes of the market research industry, the competition in the market research industry is also fierce. Competition in the market research industry is mainly reflected in the following aspects:

One is the competition between market research companies. Competition between market research firms exists not only in the same geographical area and field, but also across geographical and cross-domain and cross-domain. The competition between market research companies is mainly reflected in the quality of service, service price, service innovation, service speed and so on. The competition between market research companies also promotes the progress and development of the market research industry, and also gives birth to the cooperation and integration of the market research industry. In order to cope with the competition among market research companies, the market research industry needs to continuously improve its core competitiveness, constantly seek its own differentiation and characteristics, and constantly explore the possibility and mode of its own cooperation and integration.

The second is the competition between market research companies and other market participants. In addition to competition from their peers, market research companies also face competition from other market participants, such as consulting firms, data companies, Internet companies, etc., which use their professional capabilities and data resources to provide some specific market research services, increasing the diversity and competitiveness of the market research industry. In order to cope with the competition between market research companies and other market participants, the market research industry needs to continuously expand its service scope and content, continuously enhance its service depth and breadth, and continuously establish its own service advantages and status.

Third, the competition between market research companies and customers. In addition to external competition, market research companies have to face internal competition, that is, customer autonomy and self-improvement. With the enhancement of customers' market awareness and data awareness, as well as the improvement of customers' own data collection and analysis ability, customers rely less on market research companies, and customers pay more attention to the added value and differentiation of market research companies. In order to cope with the competition between market research companies and customers, the market research industry needs to continuously increase its own service value and effect, continuously provide its own service innovation and value, and continuously improve its own service operability and enforceability.

5. Conclusion

市场调查行业是一种服务性行业，其主要功能是为客户提供市场信息、数据分析、咨询服务等，帮助客户了解市场需求、竞争状况、消费者行为、社会趋势等，从而制定有效的市场策略和决策。市场调查行业的发展受到了经济社会的发展和变化、技术的创新和变革、客户需求的变化和升级、竞争的加剧和激烈等多方面的影响，市场调查行业也面临着新的机遇和挑战。市场调查行业要把握好机遇，应对好挑战，需要不断更新自身的知识和技能，不断提升自身的服务质量和速度，不断创造自身的服务价值和效果，不断提高自身的核心竞争力和市场地位，为客户提供更优质、更专业、更高效、更有价值的市场调查服务。