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Research Presentation Presentation Transcript

  • 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.
      • 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?
  • 3.
      • 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?
  • 4.
      • 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)
  • 5.
      • 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?
  • 6.
      • 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
  • 7.
    • 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
    How is it done in the “real world?”
  • 8.
      • 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?”
  • 9. How is it done in the “real world?” Mindmapping
  • 10. How is it done in the “real world?” Car Analogy
  • 11. How is it done in the “real world?” Adjectives exercise
  • 12. How is it done in the “real world?”
  • 13. How is it done in the “real world?”
  • 14. How is it done in the “real world?”
  • 15. How is it done in the “real world?”
  • 16.
      • 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
        • Conclusions and recommendations
    How is it done in the “real world?”
  • 17.
      • 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
        • Conclusions and recommendations
    How is it done in the “real world?”
  • 18.  
  • 19.  
  • 20.  
  • 21.
      • 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?
  • 22.
      • 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
    Getting started: What type of marketing research can you conduct?
  • 23.
          • (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
    Getting started: What type of marketing research can you conduct?
  • 24.
        • (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
    Getting started: What type of marketing research can you conduct?
  • 25.
          • 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
    Getting started: What type of marketing research can you conduct?
  • 26.
          • Analyze your data, making sure that you compare the responses of customers and prospects
    Getting started: What type of marketing research can you conduct?
  • 27.
        • 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
    Getting started: What type of marketing research can you conduct?
  • 28. Questions & Answers