The significance of innovation in market research
The innovation of market research refers to the use of new ideas, concepts, technologies and methods to improve, optimize and break through in the purpose, object, content, process, method, tool, result, application and other aspects of market research, so as to adapt to market changes and meet customer needs. The innovation of market research is of great significance, mainly reflected in the following aspects:
The innovation of market research can improve the efficiency of market research, save the cost and time of market research, improve the response speed and flexibility of market research, and meet the rapid changes in the market and the urgent needs of customers.
The innovation of market research can improve the quality of market research, increase the accuracy and reliability of market research, improve the depth and breadth of market research, enhance the insight and creativity of market research, and meet the complexity of the market and the diversity of customers.
The innovation of market research can improve the value of market research, increase the practicability and operability of market research, improve the influence and competitiveness of market research, enhance the brand and reputation of market research, and meet the competitiveness of the market and the expectations of customers.
The direction of innovation in market research
The direction of market research innovation refers to the fields and aspects that market research innovation should focus on and focus on, and is the orientation and goal of market research innovation. The main directions of market research innovation are as follows:
The innovation of market research should focus on the needs and satisfaction of customers, take customers as the center, take customers' problems and pain points as the starting point, take the value and interests of customers as the destination, and provide market research services and solutions that customers need, think and want.
The innovation of market research should pay attention to the changes and trends of the market, be market-oriented, based on market dynamics and opportunities, and take the development and prospects of the market as the goal, and provide market research data and analysis in line with the actual and potential of the market.
The innovation of market research should focus on the development and application of technology, with technology as the support, technological innovation and advantages as resources, and technology popularization and intelligence as the direction, to provide efficient, convenient and intelligent market research tools and platforms.
The innovation of market research should focus on the improvement and breakthrough of methods, take methods as a means, take the diversity and optimization of methods as the characteristics, and take the innovation and breakthrough of methods as the highlights, and provide comprehensive, systematic and innovative market research methods and processes.
Innovative methods of market research
The method of market research innovation refers to the specific technologies, methods, and steps that should be adopted in the practice of market research innovation, and is the specific content of the implementation and implementation of market research innovation. The innovative methods of market research are mainly as follows:
The innovation of market research should use new data and data types, and use emerging data such as the Internet, mobile devices, social networks, and the Internet of Things to collect and analyze more digital, real-time, and personalized data, such as click-through rate, page views, conversion rate, comments, ratings, shares, favorites, followers, likes, feedback, behavioral tracks, location information, biometrics, etc., to obtain richer, more real, and more detailed market information and consumer insights.
The innovation of market research should use new analysis techniques and analysis models, using advanced analysis technologies such as artificial intelligence, big data, cloud computing, and blockchain, to build and use more accurate, efficient, and safer analysis models, such as machine learning, deep learning, natural language processing, image recognition, speech recognition, sentiment analysis, recommendation systems, analysis, association analysis, cluster analysis, classification analysis, regression analysis, network analysis, etc., to provide more accurate, faster, More reliable market analysis and consumers**.
The innovation of market research should use new research methods and research channels, using a variety of research methods such as web pages, mobile phones, tablets, computers, smart devices, etc., and using email, SMS, live broadcast, community, forum, blog, Weibo, WeChat, Douyin, Kuaishou and other research channels to conduct more convenient, flexible and interactive market research, such as questionnaires, interviews, observations, experiments, tests, games, competitions, rewards, feedback, etc. to increase engagement, reach, and effectiveness of market research.
The innovation of market research should use new presentation methods and presentation tools, using charts, audio, animation, comics, stories, cases, simulations, scenes and other presentation methods, using PPT, word, excel, pdf, html, APP, H5, VR, AR, MR and other presentation tools to make more intuitive, more vivid and more interesting presentation of market research results, such as data visualization, storytelling, case-based, simulation, scenario-based, etc. To improve the comprehension, memorability and persuasiveness of market research results.
Consulting firms with innovative practices and experience in market research
Consulting firms use new data** and data types to provide clients with richer market information and consumer insights. For example, the consulting company conducted a market research for an automobile brand, collected data from the official website, social networking, e-commerce platform, automobile forum and other channels of the automobile brand, and analyzed the click-through rate, page views, conversion rate, reviews, ratings, sharing, collection, follow, like, feedback and other indicators of the automobile brand, as well as consumer behavior trajectory, location information, biometric characteristics and other information, so as to obtain the market performance, competitive advantage, consumer preferences, The results of consumer satisfaction and other aspects of analysis provide strong support for the market strategy and marketing strategy of automobile brands.
Consulting firms use new analytical techniques and models to provide clients with more accurate market analysis and consumers**. For example, a consulting company conducted a market research for a FMCG brand, using advanced analysis technologies such as artificial intelligence, big data, and cloud computing, and built an analysis model based on machine learning, deep learning, natural language processing, sentiment analysis, etc., to conduct in-depth mining and analysis of the market data of the FMCG brand, so as to obtain the market demand, market potential, market trend, market risk and other analysis results of the FMCG brand. It provides strong guidance for product innovation and market expansion of FMCG brands.
Consulting companies use new research methods and research channels to provide customers with more convenient market research services. For example, the consulting company conducted a market research for a catering brand, using a variety of research methods such as web pages, mobile phones, tablets, computers, etc., using email, SMS, live broadcast, community, forum, blog, Weibo, WeChat, Douyin, Kuaishou and other research channels to conduct various forms of market research such as questionnaires, interviews, observations, experiments, tests, games, competitions, rewards, feedback, etc., so as to collect a large number of effective market data. Increased engagement, reach, and effectiveness of market research.
Consulting firms use new presentation methods and presentation tools to provide clients with more intuitive market research results. For example, the consulting company conducted a market research for an education brand, using charts, audio, animation, comics, stories, cases, simulations, scenes and other presentation methods, and using PPT, word, excel, pdf, html, APP, H5, VR, AR, MR and other presentation tools to present the market research results in various ways such as data visualization, storytelling, case-based, simulation, and scenario-based. As a result, the comprehension, memorability and persuasiveness of the market research results have been improved.
Conclusion
The innovation of market research is an inevitable trend in the development of market research, and it is also the common responsibility of market research practitioners and stakeholders. The innovation of market research requires continuous exploration and practice to adapt to market changes and meet customer needs.