Research Presentation

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Research Presentation

  1. 1. The Johns Hopkins University Communication in Contemporary Society Branding and Advertising “ The Role of Marketing Research” President, Shugoll Research 301-656-0310 [email_address] 7475 Wisconsin Avenue, Suite 200 Bethesda, Maryland 20814 www.shugollresearch.com Merrill S. Shugoll, PRC
  2. 2. <ul><ul><li>Obtain a baseline of equity for all brands in the category </li></ul></ul><ul><ul><li>Identify how best to differentiate your brand from the competition </li></ul></ul><ul><ul><li>Confirm that the brand identity you have chosen for your product matches the brand values or essence of the brand </li></ul></ul><ul><ul><li>Measure the effectiveness of your brand strategies and accompanying communications programs over time </li></ul></ul>Why do marketing research?
  3. 3. <ul><ul><li>Secondary research </li></ul></ul><ul><ul><li>Internet (including blog research) </li></ul></ul><ul><ul><li>Libraries and other sources for conducting literature searches </li></ul></ul><ul><ul><li>Database searches </li></ul></ul><ul><ul><li>Searches for published studies </li></ul></ul>What marketing research methods best fit my objectives?
  4. 4. <ul><ul><li>Qualitative marketing research (in-person and/or online and hybrid) – small sample size, results are not projectable </li></ul></ul><ul><ul><ul><ul><li>Focus groups </li></ul></ul></ul></ul><ul><ul><ul><ul><li>In-depth interviews (IDIs) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ethnographies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Shopalongs </li></ul></ul></ul></ul>What marketing research methods best fit my objectives? Primary marketing research (i.e. design a custom study to meet specific objectives)
  5. 5. <ul><ul><li>Quantitative marketing research – large sample sizes, results are intended to be projectable </li></ul></ul><ul><ul><ul><ul><li>Online research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Telephone research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Snail-mail research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Intercept research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hybrid research </li></ul></ul></ul></ul>What marketing research methods best fit my objectives?
  6. 6. <ul><ul><li>Step 1 – Baseline brand equity study with customers and prospects </li></ul></ul><ul><ul><ul><li>Sample sizes </li></ul></ul></ul><ul><ul><ul><li>Types of questions to ask </li></ul></ul></ul>How is it done in the “real world?” <ul><ul><ul><li>Data collection methods </li></ul></ul></ul><ul><ul><ul><li>Data tabulation </li></ul></ul></ul><ul><ul><ul><li>Data analysis </li></ul></ul></ul><ul><ul><ul><li>Development of a written report with high quality graphs, interpretation of the data, conclusions and recommendations </li></ul></ul></ul>
  7. 7. <ul><li>Types of Questions To Ask </li></ul><ul><li>Top-of-mind brand recall, unaided recall, aided recall </li></ul><ul><li>Patronage, frequency, preference and why </li></ul><ul><li>Familiarity/knowledge </li></ul><ul><li>Attributes of ideal brand, identify your brand’s unique attributes and how well your brand delivers </li></ul><ul><li>Image – agree/disagree, true/false or sentence completion </li></ul><ul><li>Test positionings, names, slogans, logos </li></ul>How is it done in the “real world?”
  8. 8. <ul><ul><li>Step 2 – Brand exploration study </li></ul></ul><ul><ul><ul><li>Focus groups or IDIs with customers and prospects </li></ul></ul></ul><ul><ul><ul><li>Types of topics explored – e.g., Identify the hierarchy of target market needs that need to be fulfilled by your client’s brand. </li></ul></ul></ul><ul><ul><ul><li>Types of exercises used – e.g., brand mapping, analogy, adjective exercise </li></ul></ul></ul><ul><ul><ul><li>Tape transcriptions </li></ul></ul></ul><ul><ul><ul><li>Analysis and report preparation including use of photos/descriptions and respondent verbatims generated by branding exercises </li></ul></ul></ul><ul><ul><ul><li>Conclusions and recommendations </li></ul></ul></ul>How is it done in the “real world?”
  9. 9. How is it done in the “real world?” Mindmapping
  10. 10. How is it done in the “real world?” Car Analogy
  11. 11. How is it done in the “real world?” Adjectives exercise
  12. 12. How is it done in the “real world?”
  13. 13. How is it done in the “real world?”
  14. 14. How is it done in the “real world?”
  15. 15. How is it done in the “real world?”
  16. 16. <ul><ul><li>Step 3 – Brand positioning testing, logo testing, tagline testing, color palette testing, name testing, etc. </li></ul></ul><ul><ul><ul><li>Focus groups or online survey with customers and prospects </li></ul></ul></ul><ul><ul><ul><li>Types of issues explored </li></ul></ul></ul><ul><ul><ul><li>Types of evaluation tools used </li></ul></ul></ul><ul><ul><ul><li>Tape transcriptions from qualitative </li></ul></ul></ul><ul><ul><ul><li>Analysis and report preparation </li></ul></ul></ul><ul><ul><ul><li>Conclusions and recommendations </li></ul></ul></ul>How is it done in the “real world?”
  17. 17. <ul><ul><li>Step 4 – Communications testing – print, broadcast, direct mail, online, website usability, PR, etc. </li></ul></ul><ul><ul><ul><li>IDIs </li></ul></ul></ul><ul><ul><ul><li>Types of questions asked </li></ul></ul></ul><ul><ul><ul><li>Types of evaluation tools used </li></ul></ul></ul><ul><ul><ul><li>Tape transcriptions </li></ul></ul></ul><ul><ul><ul><li>Analysis and report preparation, including integration of communications materials and respondent verbatims </li></ul></ul></ul><ul><ul><ul><li>Conclusions and recommendations </li></ul></ul></ul>How is it done in the “real world?”
  18. 21. <ul><ul><li>Secondary research – Internet research – evaluation of websites, look for articles in the press, post questions on social networking sites and gather responses </li></ul></ul>Getting started: What type of marketing research can you conduct?
  19. 22. <ul><ul><li>Primary research </li></ul></ul><ul><ul><ul><li>(Idea) Conduct 50 customer intercepts (until you get stopped or unless you want to ask permission and risk not being granted access) right outside your client’s location </li></ul></ul></ul><ul><ul><ul><ul><li>Design a survey instrument – make sure questions are unbiased </li></ul></ul></ul></ul>Getting started: What type of marketing research can you conduct?
  20. 23. <ul><ul><ul><ul><li>(Idea) Conduct observational research by visiting one of your client’s locations as well as a competitor’s location and compare what you see and overhear </li></ul></ul></ul></ul>Getting started: What type of marketing research can you conduct?
  21. 24. <ul><ul><ul><li>(Idea) Conduct 50 interviews via telephone, intercept or using an online survey with category users, but non-customers </li></ul></ul></ul><ul><ul><ul><ul><li>Category shoppers who do not use your client’s brand </li></ul></ul></ul></ul>Getting started: What type of marketing research can you conduct?
  22. 25. <ul><ul><ul><ul><li>Use a survey instrument to determine: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Unaided awareness of category players including your client </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Patronage of all the players </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Aided awareness of all the players </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Image – use agree/disagree questions to capture your client’s brand attributes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Why people are using your client </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Why prospects are not using your client </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The demographic profile of customers and prospects </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How and where people learn about your client </li></ul></ul></ul></ul></ul>Getting started: What type of marketing research can you conduct?
  23. 26. <ul><ul><ul><ul><li>Analyze your data, making sure that you compare the responses of customers and prospects </li></ul></ul></ul></ul>Getting started: What type of marketing research can you conduct?
  24. 27. <ul><ul><ul><li>Generate alternative brand positionings and other brand elements and test them using a qualitative methodology (e.g., mini-focus groups) . </li></ul></ul></ul><ul><ul><ul><ul><li>Conduct two mini-groups, one with users and one with prospects i.e. users of competitors </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Obtain reactions to alternative positionings to determine which one best matches consumers needs and your brand’s core values </li></ul></ul></ul></ul>Getting started: What type of marketing research can you conduct?
  25. 28. Questions & Answers

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