Professional Documents
Culture Documents
The systematic collection of information on existing or potential markets for analysis and subsequent action
Make the right choice Deliver the best to your customer Minimise risk Maximise your profits
Research conclusions. Most women are not happy to watch only young and perfect bodies in advertising Marketing decision: To alter the typical advertising clich. Result: Cannes Lions award
Marketing research =
Market research Consumer research
Market research Market research Market size Market segments and their share Market and segment leaders and their positions Competition: Brands and their positions, Variety Prices, distribution channels Trends
Government statistics institutions Trade associations Internet Research companies Wherever you can!
Market size
Market size
Market size
Price
Market size
Volume of product consumed
Market potential
Potential market capacity
Number of consumers
Consumption standards
Frequency
Repeat purchase
Raise awareness Stimulate trial Free samples Welcome bonuses Give money
Where to start
If you dont know where you are going, It doesnt matter which route you take The Cheshire cat
Points to consider
Objectives
Be specific and precise A well described problem is half of the problem solved Keep the objective simple Be honest with yourself Examples: Why the sales of product X are low? Why people buy product X? What do they like about it? What the dont like? Why people dont buy? What they dont like in it? What product do they buy? If they bought it previously why did they stop (very valuable information)
Methods
Depends on the objectives and budget Qualitative research Quantitative research Monitoring Experiments Examples: A focus group is a qualitative method A hall-test is a qualitative\quantitative method Survey research qualitative method
Secondary research
Primary research
Sample
Depends on the method of research Influences budget Much smaller in qualitative research, bigger in quantitative research Examples: A focus group would typically consist of 8-12 people A hall-test 100-150 people A survey 100-500 people
Analysis
Depends on the type of research and research objectives Examples: Focus groups you have the scripts of what people said and conclusions+recommendations A survey result would be numbers averages, numerical conclusions
Qualitative research
Qualitative research
Used to describe attitudes, feelings and motivations, good to generate hypotheses Is unstructured Is not subject to quantification Examples: Why do you like this milk? How does this advertising make you feel? What the word fashion means to you?
Quantitative research
Used to describe facts, preferences, prove hypotheses Provides digital data Is subject to statistic analysis Examples: How often do you go food shopping? How many times a day do you drink tea? Do you agree that coffee is not good for you?
Dyhotomous questions. Do you eat meat? Example: Yes/No Likert scale. Is this a good movie? Example: Strongly agree-agree-neither agree nor disagree-somewhat disagree-Strongly disagree Rating questions. Example: Rate from 1 to 10 how you much you are satisfied with the weather today? Where 1 very satisfied, 10 very unsatisfied Multiple-choice questions. Which brands do you use? Example: a) Timotei, b) Pantene, c) Clear. Open-ended questions Example: Why you dont like this type of juice?
Focus groups
Interview
Consumer panel
Hall-test
Mystery shopping
Research companies
Receive the brief, and suggest the most appropriate methods to the research objectives. Discuss with client . Design screener/questionnare/gui deline. Find the resources: interviewers/moderators Recruite respondents Present results