數位浪潮下的市場研究

在這個新的時代，任何瑣碎的一舉一動幾乎都可以被轉化在龐大的資料庫中，谷歌透過搜尋引擎建立廣大的資料庫，在網路上我們曾經搜尋過的關鍵字，點擊過的網頁、廣告、影片，都會被詳細的記錄下來，成為資料庫的一部分。 In this new era, almost every trivial trace could be transferred into tremendous database. Google builds database through their own searching engine, recording key words we’ve searched for, and websites, advertisement, videos we’ve ever clicked.
過去數位科技不成熟的年代，企業經營者若想獲得市場資料和消費者訊息時，最快的方式就是直接觀察消費者行為、參考政府單位的二手資料，然而一般來說，二手資料的內容具有相當的侷限性，然而企業若想獲得應用性較好的資料，就需要客製化市場調查的協助，像是街頭訪問、電話訪問等這樣的調查活動，這也是台灣市場調查業的開端。然而現今數位科技發展蓬勃，除了為人們帶來了生活的便利，也產生多樣化的消費模式，如：電子商務、區塊鏈應用等。數位工具的興起、人人口中的大數據、AI應用，也對市場調查業產生了不少衝擊。那麼對於現今的市場調查業來說，必須在數位化時代找到新的定位，並持續性的提供精確的資料及洞見。
 
In the past era that DigiTech was rather immature, for entrepreneurs who wanted to get market and consumer-related information, the fastest way was to directly observe consumers’ behavior or refer to second-hand data offered by government. However, in general, second-hand data were rather limited. Thus, if enterprises wanted to get more applicable data, they would need customized market research methods such as street and phone interview, and this was how Taiwan market research industry began. Nowadays, as the DigiTech grows prosperously, it brings not only the convenience of life for people, but generate versatile consuming modes such as E-commerce, block chain and so on. Nonetheless, the rise of digital tools, big data and AI application inevitably cause a lot impact on market research industry.

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