• Make the right choice• Deliver the best to your customer • Minimise risk • Maximise your profits
British airways. Service rethinking• Research conclusions. Business customers don’t care about the service on board - just want to sleep• Marketing decision: Option of having dinner at the airport and a possibility to sleep on board• Result: British Airways is one of the leading airlines in world
Dove. Product repositioning• Research conclusions. Most women are not happy to watch only young and perfect bodies in advertising• Marketing decision: To alter the typical advertising cliché.• Result: Cannes Lions award
Marketing research = Market Consumer research research
Market research case• A french manufacturer of sausissons “Le Parisien” is looking to develop its foreign operations and head for Asia. Asian markets are booming and at a first glance Indonesia sounds like a good idea to begin with.• What kind of information about the indonesian market “Le Parisien” should be looking for.
• 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
Your sources of information• Government statistics institutions• Trade associations• Internet• Research companies• Wherever you can!
“If you don’t know where you are going,It doesn’t matter which route you take” The Cheshire cat
Points to considerObjectives • What do you need to know?Method • How best you will get the results?Sample • From who?Analysis • What will you do with the information?Resources • Budget, etc/
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 don’t like?• Why people don’t buy? What they don’t like in it? What product do they buy? If they bought it previously why did they stop (very valuable information)
MARKETING RESEARCH plays 3 functional roles: – Descriptive function (presenting facts about something. E.g. what is the historic sales trend in the industry? What are the consumers’ attitudes toward a product and its advertising?) – Diagnostic function (where data is explained, e.g. What was the impact on sales when we changed the design of package?) – Predictive function (How can we best take advantage of opportunities as they arise in the ever-changing marketplace?)
MethodsDepends on the objectives and budget• Qualitative research• Quantitative research• Monitoring• Experiments • Examples:• A focus group is a qualitative method• A hall-test is a qualitativequantitative method• Survey research – qualitative method
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• 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 researchHow manyfingers do you see?
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 don’t like this type of juice?
Most often type of research• Consumer insightsConsumer satisfaction research• Productbrand research• Advertising research
And who can doall the research for me? Researchcompanies
Client and agency• Filter the agencies and choose the most appropriate • Receive the brief, and suggest the most• Fill in the research brief with appropriate methods to the objectives research objectives. Discuss• Analyse the commercial offer with client . – the research methods, • Design sample configuration, budget screener/questionnare/gui• Give feedback to the deline. questionnaire, guide, • Find the resources: incentives, etc. interviewers/moderators• Control the research “in the • Recruite respondents field” • Present results• Get the results
Tips and tricksI swear I’mtelling you the truth