2. The Value of Research
USD $33 billion (Latam 6%)
Sales & Marketing
Market Research
“If you can’t measure it, you can’t manage it”
Customers
Consumers
Supplier
3. What can research do?
Opinion polling
New Product Development
Customer Satisfaction Studies
Advertising Testing/Tracking
Media Research
Usage & Attitude Studies (Image Studies)
Audit and Diary Panels for Sales Measurement
Consumers
Commercial
Private
Customers
Social
Business
5. When not to use market
research
• As support rather than
illumination
• With insufficient budget
• With insufficient time
• If it cannot influence/aid
decision taking
• Without relating its cost to the
value
• Without allowing for error
7. Consumer research is unlike medicine, law, accountancy and engineering.
Its professionals and users - agencies and clients - still don’t have a
common training or consensus on the laws and rules that govern their
“profession”. That is, they don’t concur on the procedures that produce
consistent and agreed successful results
The explanation is that other professions work with the relatively well-
known natural laws, e.g. physics and physiology. Bridge-building or
surgery enjoy a success rate that should be the envy of marketers.
Consumer research, however, has the laws of human motivation and
behaviour to contend with, and explanations of these have eluded the
world’s philosophers and sages for millennia
There is not a single right way to conduct research, but there are many
wrong ones
REMEMBER…..
11. What is Insight?
A single discovery of something enlightening
about underlying needs, values and drivers that a
business can address to create shopper or consumer
value and competitive advantage
19. Agency Benefit =
Relevance
‘how research can help you’
+
Differentiation
‘first’ / ‘best’ / ‘only’/ ’unique’/ brand / model / expertise
-
Objections
neutralise concerns
20. 1. Get involved
2. There are no research
objectives - there are only
management objectives
3. Treat the research
agency as a partner
rather than a supplier
CLIENT –
GETTING BETTER RESEARCH
23. Writing a research brief
1. Background
2. Objectives
3. Possible methodology
4. Sample definition(s)/penetration
5. Timing deadline (top line / present /
report)
6. Materials to be supplied by client
7. Cost parameters
8. Action standards
24. 1. What relevant data do you already have?
2. Do you require qualitative or quantitative data?
3. What is the minimum acceptable sample size?
4. Who are the target group? What is their penetration level?
5. Where should interviewing take place?
6. Are you looking for absolute or relative data?
7. Can you define - “must have” / “nice to know” / “optional” data?
8. What is the hypothesis and what are the Action Standards?
9. How long can you wait for the results?
10. How large is your budget?
10 BRIEFING QUESTIONS FOR CLIENT
25. Draft - Research Processes & Procedures 25
Project Initiating Brief
Brief Number + Version
Client and MI key Contacts
Project Name (Code for Security)*
It should be initiated by the client with input from the Marketing Insights Manager.
A generic template is available and key sections are:
Background/Problem Definition*
Project Objective(s)*
* The Business/Marketing Issue Owner is responsible for writing these sections
Market(s) Country, Region, etc.*
Referent Brand(s)*
Consumer Segment(s)*
Suggested Methodology
Presentation/Reporting Requirements*
Timing*
Action Standard(s)*
Stimulus Materials*
Budget Allocation*
Description
Background/
Objectives
Approach
27. The bad brief
“We want to carry out a major
study on the drinks market in
Armenorus covering all aspects
of consumer behaviour,
attitudes and motivation”
“We want to test 3 versions of
Lux soap to find out which one
is best”
28. CLIENT ACTION STANDARDS
Why?
• To determine whether the research is
really necessary
• To prevent the “I Told You So!” syndrome
• To speed the eventual decision process
• To guide the research agency in
presenting the results
Planning the decision process resulting
from the research before commissioning
29. ACTION STANDARDS
Example
• If A beats B overall, and is not significantly
worse than B on taste and consistency, we
will launch A
• If A is only equal to B overall, and/or loses on
taste or consistency, we will continue formula
development work
• If A loses to B overall, we will discontinue
work on A
The precise basis on which the
marketing decision will be made
30. THE AGENCY PROPOSAL
Why Objectives
Who Sample
How many Sample size
Where Location
How Data collection method
What Questionnaire
When Timing
How much Cost
34. Draft - Research Processes & Procedures 34
Research Process – Initiation to Summary
Business/Marketing Issue OwnerPIB Stage 1
PIB Stage 2 MI
Agree PIB
Agency Briefing (x3) MI
Review Agency Proposals (x3) and Reco.
Sign Off
Agency Commissioned (with P/O)
Agency Execution & Delivery
Presentation & Summary (with Reco.)
Oracle LN Database
Project Closure/Review of Actions
MI Control
Project Authorisation Form
Legal Clearance
Business/Marketing Issue Owner
MI
Business/Marketing Issue Owner
MI
MI
MI
MI
MI
MI
ResponsibleTaskTime
35. Analysis
Planning
Strategic
Tactical
Execution
Control
Marketing cycle Type of market Reseach
market structure surveys
desk research; ad hoc qualitative insights
ad hoc quantitative surveys of: habits & attitudes, brand
image, customer satisfaction, segmentation; observation
instumental studies
qualitative assessment, quantitative testing, observation
studies - of all elements of marketing mix
monitoring
quantitative tracking surveys, continuous audits &
panels, mystery customer observation studies
THE MARKET RESEARCH PROCESS
