Market Research Applications
Van Thi Nguyen
Oct 11, 2009

Why do Research?
• Common answers
– To understand my consumer, to see how my product is
working, to measure my advertising effectiveness and
so forth
– These are the means but they are not the real
reasons.
• Research is conducted to help REDUCE
BUSINESS RISKS and MAINTAIN OR
INCREASE PROFITS. Its other associated
function is to MONITOR THE EFFECTIVENESS
OF THE MARKETING PLAN
[Mkt Research Applications]

Market Research: A Marketing Decision Making
Framework
The Marketing Decision Environment
The
The Environment
Consumer
Awareness The Political &
& Marketing Mix Legal
knowledge
Internal
Behavior, past,
present and
Product Price
future
including
Brand Name, Stakeholders
Packaging
Demographics and Service Competitive
Psychographics Promotion Place
& other descriptors including e.g. distribution Economic
Advertising,
P.R. and
Attitudes Personal Cultural &
and opinions Selling Social
Needs and
Technological
wants
& Physical
Source: Burke Institute
[Mkt Research Applications]

Research Needs and the Product Life-Cycle
Introductory Growth Maturity Decline
Sales and Profit
Stage Stage Stage Stage
Total Market
Sales
+
$0 Time
Research Types • Tracking • Market extension
• Market definition • Audits • Repositioning research
• Concept generation • Consumer panel • Identification of new
• Concept / product evaluation data users, uses, markets
• Pack / advertising development • Tracking studies
[Mkt Research Applications]

“People” - It’s about Knowing The
Consumer
Needs and
Needs and
wants
wants • Describe consumer behavior
Attitudes
Attitudes
and
and
• Identify needs and expectations
opinions
opinions • Determine markets/segments
Awareness
Awareness
• Describe markets
&
&
knowledge
knowledge Behavior,
Behavior,
past, present
past, present
and future
and future
Demographics
Demographics
Psychographics
Psychographics
& other
& other
descriptors
descriptors
[Mkt Research Applications]

Translating Needs into “Product” ideas
• Concept development
– brand
– packaging
– advertising
• Consumer receptiveness
[Mkt Research Applications]

“Price” - Identify Pricing Strategy
• Identifying price points
• Understanding price elasticity
• Price Choice
[Mkt Research Applications]

“Place” - Making it Available & Accessible
• Evaluate distribution channels
and retailers
• Identify trade-related strategies
• Evaluate on shelf product
placement and display
• Evaluate in store shopping
environment and consumer
behavior
[Mkt Research Applications]

“Promotion” of products to consumers
• Plan promotional appeals
• Evaluate advertising/ promo
campaigns
– Awareness recall
Advertising – Ad contact
– Reach & impact
Public Relations
Personal Selling • Plan and evaluate media
placement
• Evaluate media
– Readership
– TV viewing figures
– Ad spend
[Mkt Research Applications]

Total Marketing Mix
• Evaluate marketing plans/input
• Monitor brand health
• Evaluate test markets
• Forecast sales volumes
[Mkt Research Applications]

Market Research solutions to address needs at each
stage of Product and Service lifecycle
Revitalise
Monitor
Line
Brand
Extension
Launch Relaunch
Tracking
Develop
- Consumer
- Retail
Advertising
Evaluate - Media
Pretest
Product Testing
Conceptualise Pricing /
Concept Packaging /
Testing Features /
Investigate Concept Positioning
Screening
Idea
Generation
Market
Definition
Feasibility
Pre market Strategy Maturity and
development Market launch maintenance
introduction
[Mkt Research Applications]

Research Applications
Consumer Dynamics Insights
• Consumer Decision Making
• Shopping Behavior
• Consumer Segmentation Managing brands and
customers
• Brand Health
Marketing mix elements Management
• Customer Relationship
• Advertising Management
• Packaging
• Pricing
• Product Innovation
[Mkt Research Applications]