1. Problem to solve
• What is the efficienciency of an awareness advertising campaign for brand X ?
• Estimate the awareness scores before the campaign, after the campaign and later
on
• Should the product Z be sold in modern trade or by specialized outlets ?
• Estimate the image of each distribution channel and compare with the desired
positioning of the product. Check the public prices and the presence of the
competititive brands in each channel. Check the respective volume potentials
• Is it relevant to raise the price of the product Y ? How much ?
• Estimate the volumes sold with higher prices, estimate the impact on profit and
compare with the volume/profit objectives. Estimate the impact on the brand
image/positioning. Compare with the competition.
Research questions

2. Example of hypothesis definitions
Example of research question : « Why is the penetration rate of the TV cable amply under the average in some regions ? »
Hypothesis Data to collect
• Too high prices
• Unsuitable sales team
• Bad previous experiences
• The reception is quite good w/o cable
• The relationship with the cable operator are bad
• A large segment of population doesn’t watch telly

3. Example of hypothesis definitions
Example of search case: « Why is the penetration rate of the TV cable amply under the average in some regions ? »
Hypothesis Data to collect
• Too high prices Elasticity study + competition survey
• Unsuitable sales team Sales team analysis
• Bad previous experiences Opinion survey
• The reception is quite good w/o cable Quality evaluation
• The relationship with the cable operator are bad Image/satisfaction survey
• A large segment of population doesn’t watch telly Penetration survey

4. Example of hypothesis. Exercise
• Our company is active in a mature market
• We are leader with a SOM = 32 %
• Since 3 years, we regularly lose SOM:
– 2002: SOM = 38 %
– 2003: SOM = 39 %
– 2004: SOM = 37 %
– 2005: SOM = 32 %
• Question 1: Which are the hypothesis we can reasonably make about the causes of this decline ?
• Question 2: Which are the research questions confirm or infirm each hypothesis ?