Research Presentation

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

Obtain a baseline of equity for all brands in the category
Identify how best to differentiate your brand from the competition
Confirm that the brand identity you have chosen for your product matches the brand values or essence of the brand
Measure the effectiveness of your brand strategies and accompanying communications programs over time
Why do marketing research?

Secondary research
Internet (including blog research)
Libraries and other sources for conducting literature searches
Database searches
Searches for published studies
What marketing research methods best fit my objectives?

Qualitative marketing research (in-person and/or online and hybrid) – small sample size, results are not projectable
Focus groups
In-depth interviews (IDIs)
Ethnographies
Shopalongs
What marketing research methods best fit my objectives? Primary marketing research (i.e. design a custom study to meet specific objectives)

Quantitative marketing research – large sample sizes, results are intended to be projectable
Online research
Telephone research
Snail-mail research
Intercept research
Hybrid research
What marketing research methods best fit my objectives?

Step 1 – Baseline brand equity study with customers and prospects
Sample sizes
Types of questions to ask
How is it done in the “real world?”
Data collection methods
Data tabulation
Data analysis
Development of a written report with high quality graphs, interpretation of the data, conclusions and recommendations

Types of Questions To Ask
Top-of-mind brand recall, unaided recall, aided recall
Patronage, frequency, preference and why
Familiarity/knowledge
Attributes of ideal brand, identify your brand’s unique attributes and how well your brand delivers
Image – agree/disagree, true/false or sentence completion
Test positionings, names, slogans, logos

Step 2 – Brand exploration study
Focus groups or IDIs with customers and prospects
Types of topics explored – e.g., Identify the hierarchy of target market needs that need to be fulfilled by your client’s brand.
Types of exercises used – e.g., brand mapping, analogy, adjective exercise
Tape transcriptions
Analysis and report preparation including use of photos/descriptions and respondent verbatims generated by branding exercises
Conclusions and recommendations

How is it done in the “real world?” Mindmapping

How is it done in the “real world?” Car Analogy

How is it done in the “real world?” Adjectives exercise

Step 3 – Brand positioning testing, logo testing, tagline testing, color palette testing, name testing, etc.
Focus groups or online survey with customers and prospects
Types of issues explored
Types of evaluation tools used
Tape transcriptions from qualitative
Analysis and report preparation

Step 4 – Communications testing – print, broadcast, direct mail, online, website usability, PR, etc.
IDIs
Types of questions asked
Types of evaluation tools used
Tape transcriptions
Analysis and report preparation, including integration of communications materials and respondent verbatims

Secondary research – Internet research – evaluation of websites, look for articles in the press, post questions on social networking sites and gather responses
Getting started: What type of marketing research can you conduct?

Primary research
(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
Design a survey instrument – make sure questions are unbiased

(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

(Idea) Conduct 50 interviews via telephone, intercept or using an online survey with category users, but non-customers
Category shoppers who do not use your client’s brand

Use a survey instrument to determine:
Unaided awareness of category players including your client
Patronage of all the players
Aided awareness of all the players
Image – use agree/disagree questions to capture your client’s brand attributes
Why people are using your client
Why prospects are not using your client
The demographic profile of customers and prospects
How and where people learn about your client

Analyze your data, making sure that you compare the responses of customers and prospects

Generate alternative brand positionings and other brand elements and test them using a qualitative methodology (e.g., mini-focus groups) .
Conduct two mini-groups, one with users and one with prospects i.e. users of competitors
Obtain reactions to alternative positionings to determine which one best matches consumers needs and your brand’s core values

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Research Presentation

by guest136b28e on Sep 23, 2009

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