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Why Research?

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A censored version of the presentation given by James Mitchell to Carlson Marketing In Feb 09.

Published in: Business
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Why Research?

  1. 1. I know where you live: What is research, and what can it do?
  2. 2. Covering: <ul><li>Why research is good </li></ul><ul><li>What can be researched </li></ul><ul><li>How findings can be used </li></ul><ul><li>How to get me to do it </li></ul>
  3. 4. ...seriously, that recognisable.
  4. 5. “ The Future’s Bright” was a success everywhere...
  5. 8. “ Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals” -Ogilvy, naturally.
  6. 9. Things are not what they seem:
  7. 10. Things are not what they seem:
  8. 11. Things are not what they seem:
  9. 12. Things are not what they seem:
  10. 13. Things are not what they seem:
  11. 14. Covering: <ul><li>Why research is good </li></ul><ul><li>What can be researched </li></ul><ul><li>How findings can be used </li></ul><ul><li>How to get me to do it </li></ul>
  12. 15. <ul><li>Learn about the market </li></ul>The two ways into research: Declining.
  13. 16. <ul><li>Learn about the market </li></ul>The two ways into research: > Flourishing.
  14. 17. <ul><li>Learn about the consumer </li></ul>The two ways into research: The Audience.
  15. 18. <ul><li>Learn about the consumer </li></ul>The two ways into research: > The Audience with Money.
  16. 19. The Market. <ul><li>Competitor history </li></ul><ul><li>Market definition </li></ul><ul><li>Market movements – size & direction </li></ul><ul><li>Segmentation </li></ul><ul><li>Advertising activity </li></ul><ul><li>PEST </li></ul>
  17. 20. ? wikipedia There have been tons of versions of Pepsi. A little research might stop them repeating mistakes. But they usually only do taste tests, and not test the emotional needs of the drinker.
  18. 21. [censored] Statistical research I can’t responsibly include.
  19. 22. Covering: <ul><li>Why research is good </li></ul><ul><li>What can be researched </li></ul><ul><li>How findings can be used </li></ul><ul><li>How to get me to do it </li></ul>
  20. 23. “ Your TV spend is great, but we think CokeZone is generating success on its own merits too, and can prove it” Or something like that. The start of a new story for the client.
  21. 24. The Consumer. <ul><li>Segmentation </li></ul><ul><li>Reasons for usage – or non-usage </li></ul><ul><li>Criteria of brand choice </li></ul><ul><li>Reasons for lapsing </li></ul><ul><li>Demographics, behaviour </li></ul><ul><li>Media consumption </li></ul><ul><li>Testing success of our activity </li></ul>
  22. 25. Before we start speaking, knowing the language the target speaks in is essential. (Because the client might not)
  23. 26. Before we start speaking, knowing the language the target speaks in is essential. (Because the client might not) If you were Swedish company Locum, how would you show some festive spirit?
  24. 27. They forgot their Swedish audience would be bilingual.
  25. 28. ABC1 males – favourite statements <ul><li>“ I try to keep up with developments in technology” </li></ul><ul><li>“ I am prepared to pay more for good quality wine” </li></ul><ul><li>“ I look on the work I do as a career rather than just a job” </li></ul><ul><li>“ I prefer to take holidays off the beaten track” </li></ul><ul><li>“ I tend to go for premium rather than standard goods/services” </li></ul>...but are they accurate?
  26. 29. ABC1 males – favourite statements <ul><li>“ I try to keep up with developments in technology” </li></ul><ul><li>“ I am prepared to pay more for good quality wine” </li></ul><ul><li>“ I look on the work I do as a career rather than just a job” </li></ul><ul><li>“ I prefer to take holidays off the beaten track” </li></ul><ul><li>“ I tend to go for premium rather than standard goods/services” </li></ul>...well?
  27. 30. ABC1 males – favourite statements <ul><li>“ I try to keep up with developments in technology” </li></ul><ul><li>“ I am prepared to pay more for good quality wine” </li></ul><ul><li>“ I look on the work I do as a career rather than just a job” </li></ul><ul><li>“ I prefer to take holidays off the beaten track” </li></ul><ul><li>“ I tend to go for premium rather than standard goods/services” </li></ul>Are they?
  28. 31. ABC1 males – favourite statements <ul><li>“ I try to keep up with developments in technology” </li></ul><ul><li>“ I am prepared to pay more for good quality wine” </li></ul><ul><li>“ I look on the work I do as a career rather than just a job” </li></ul><ul><li>“ I prefer to take holidays off the beaten track” </li></ul><ul><li>“ I tend to go for premium rather than standard goods/services” </li></ul>Huh?
  29. 32. ABC1 males – favourite statements <ul><li>“ I try to keep up with developments in technology” </li></ul><ul><li>“ I am prepared to pay more for good quality wine” </li></ul><ul><li>“ I look on the work I do as a career rather than just a job” </li></ul><ul><li>“ I prefer to take holidays off the beaten track” </li></ul><ul><li>“ I tend to go for premium rather than standard goods/services” </li></ul>Not always.
  30. 33. You’d have to dig. Start with the product, then do demographics and psychographics.
  31. 34. [again, inadmissable]
  32. 35. Covering: <ul><li>Why research is good </li></ul><ul><li>What can be researched </li></ul><ul><li>How findings can be used </li></ul><ul><li>How to get me to do it </li></ul>
  33. 36. “ We think we’ve identified a specific segment of your customer base that isn’t buying as much as it could be” (so let’s make a DM for them, or adjust what we already have, or ask some more questions, or...) Another story, another chance for new business.
  34. 37. <ul><li>Improves the service offered </li></ul><ul><li>Brings in extra work (for me, don’t worry!) </li></ul><ul><li>Gives us a way to argue back </li></ul><ul><li>Is jolly interesting </li></ul>This is how awesome research is.
  35. 38. Covering: <ul><li>Why research is good </li></ul><ul><li>What can be researched </li></ul><ul><li>How findings can be used </li></ul><ul><li>How to get me to do it </li></ul>
  36. 39. Threats. Or:
  37. 40. Thanks :) James Mitchell can be found @ http://interestedinpeople.blogspot.com

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