In the era of big data, new market research means make it possible to truly restore the consumption process without interference, and intelligent information processing technology makes low-cost and large-sample quantitative research a reality, which will raise the research on consumer behavior and consumer psychology to a new height and help fast-moving consumer goods enterprises capture business opportunities more accurately. ? Market research methods in the era of big data? 1. Internet-based market research to improve efficiency and reduce costs? Network research has incomparable convenience and economy compared with traditional research methods. Fast-moving consumer goods companies set up market research sections on their portals, and then mail new products to consumers. After consumers try it out, they can easily complete the questionnaire by clicking on the website, which greatly reduces the investment of manpower and material resources in market research and makes consumers more willing to participate in market research. At the same time, the interactivity of online research enables enterprises to use 3D simulation technology to test new products when they are still in the conceptual stage. Through interaction with consumers, consumers can directly participate in product research and development, so as to better meet market demand. ? 2. Mining information from social networking platforms has become a new means to study consumers' attitudes and psychology? Social platforms such as Facebook, QQ, Weibo and WeChat are increasingly becoming indispensable social tools for the new generation of consumers. Consumers of fast-moving consumer goods tend to have high conformity, so information mining for social platforms has become a new means to study consumption trends. For example, through Weibo's comments, we can statistically analyze consumers' interests and preferences for a functional product, which is very helpful for studying consumers' attitudes and psychology. More importantly, this kind of information is revealed by consumers on their own initiative, which is more real than passive mining in the form of interviews. ? 3. The mobile terminal provides real-time and dynamic consumer information? With the popularity of 3G networks and smart phones, market research has penetrated into the field of mobile terminals. A large number of mobile APP applications (such as QR code scanning). ) provides the possibility for real-time collection of consumption information. The information analysis of mobile terminal will play an inestimable role in purchasing time, product penetration rate and repurchase rate, reward and promotion effect evaluation. ? 4. The retail terminal information collection system helps enterprises understand the market? At present, PC-POS system has been widely used in retail terminals. As long as the barcode is scanned, the information such as the name, specifications, purchase price, retail price and place of purchase of the goods purchased by consumers can be easily collected. By constructing a complete retail terminal information collection system, fast-moving consumer goods enterprises can grasp the dynamic information of commercial channels and adjust marketing strategies in time. ? Intelligent information collection, storage and analysis? 1, ultra-large capacity data warehouse? Data warehouse has the characteristics of large capacity, clear theme, high integration, relative stability and historical changes, which can effectively support fast-moving consumer goods enterprises to carry out big data analysis and application. Data warehouse can mine data resources more effectively and provide analysis reports according to daily, weekly, monthly, quarterly and annual cycles, which is helpful for marketers to formulate marketing strategies more effectively. ? 2. A professional and efficient search engine? Professional search engines such as travel search, blog search, shopping search and online yellow pages search have been widely used. Fast-moving consumer goods enterprises can build professional search engines according to their own characteristics, and intelligently search, classify and collect relevant enterprise information, product information, consumer evaluation information, business service information and other data to form a highly specialized and comprehensive business search engine. ? 3. Mathematical analysis model based on cloud computing? The key to market research is to gain insight into the needs of consumers. The mathematical analysis model based on cloud computing can restore the fragmented information to a complete information chain of consumption process, and better help marketers to study consumption behavior and consumption psychology. These fragmented information include consumer value information, purchase information, product review information and so on released by consumers at different times, different places and different network applications. Intelligent analysis based on cloud computing, on the one hand, can help market researchers comprehensively analyze consumer behavior and consumption psychology, on the other hand, the characteristics of low cost and high efficiency of cloud computing are very suitable for the huge data of fast-moving consumer goods enterprises. ? Problems in big data applications? Traditional market research includes qualitative research and quantitative research. Qualitative research based on symposium is limited by the interview skills of the host, while quantitative research based on street interception is based on strict sampling theory, but it cannot fully represent the overall objective situation. The revolutionary research methods in the era of big data provide market researchers with the possibility of observing consumers as "invisible people", and the statistical analysis of large sample size makes the research results closer to the real state of the market. ? At the same time, new methods and means in the era of big data also bring new problems. One is how to intelligently retrieve and analyze non-quantitative data such as text, graphics and videos, and the other is how to prevent excessive information collection and fully protect consumers' privacy. Although there are still some technical obstacles, it is undeniable that the research of big data market has an infinitely broad application prospect.
The above is what Bian Xiao shared for you about the analysis of market research methods in the era of big data. For more information, you can pay attention to Global Ivy and share more dry goods.