Researches and test
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An overview of the most used Research methodologies that marketers should know as they use it on daily basis. From Qualitative to quantitative research, learn what is useful when for what purposes. Sharing some basic principles I have learned over time Download all the decks at https://www.yawp.agency/private-access https://www.linkedin.com/company/26586622/admin/ https://www.linkedin.com/in/massimilianolafranca/
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Researches and test
- 2. www.yawp.agency Background Every year, brands spend million baht in trying to understand consumers. There are many types of researches that are employed for different purposes. In order to make the most of our research money we need to understand the different types of researches,when to employ them and why. Research is a means to an end. We do research to better understand and guide our actions. There’s an old saying in this industry that goes…”often we use researches as a drunk man uses lampost, to lean to it, not to lighten the way” Let’s make sure we don’t behave like drunk people!
- 4. www.yawp.agency Many different approaches There are many different approaches when it comes to research but they mostly boil down to two major dimensions: • What they study • Consumers • Brands • Shoppers • Product • Methodology • Quantitative • Qualitative
- 5. www.yawp.agency Four basic areas Consumer Brand Shopper Product To understand how consumers take decisions, what are their purchase and consumption’s beahviours as well as their attitudes towards different brands To understand how brands are performing in a specific category of product To understand how people shop specific category of products. To understand how products deliver on their promises (benefits and RTB)
- 6. www.yawp.agency Consumers research Segmentation studies: seek to divide markets into distinct groups of consumers with similar needs. Usage and Attitude studies (U&A): employ questionnaires and/or diary methods to record detailed information about what consumers do, how they use products, their thoughts and opinions on specified issues and brand awareness, penetration and image. Exploratory qualitative: can build hypotheses about market structure, consumer drivers and emerging trends. Observation studies: use ‘fly on the wall’ techniques (e.g. video cameras) to find out more about how consumers do things in practice (e.g. product usage, shopping etc.). Barriersand triggers: probe the factors which motivate and inhibit consumption in a category. Benefit laddering: establishes links between brand attributes, consumer benefits and underlying consumer values. Trends analysis: Desk research, specialists, trends Direct consumers contact: in home, shopping togethe with consumers
- 7. www.yawp.agency Shopper, brand and product research Shopper research:involves analysis of consumer shopping behaviour and attitudes (e.g. choice of retailers and stores, responses to promotions, behaviour at fixture etc.). Brand maps: presents the data obtained about brand imagery on perceptual maps. Brand image / brand equity: involve in-depth analysis of a brand’s image and associations in the minds of consumers. Product test analysis / Preference mapping /Sensory hedonic testing: establishes the correlation between specific product attributes and overall consumer preferences. Includes pack test. Product competitor benchmarking:involves the testing of our own products against those of our competitors. SHOPPER BRAND PRODUCT
- 8. www.yawp.agency Methodology Qualitative studies answer question: WHY? Qualitative research aims at providing insight and understanding, rather than numerical data. Information gathering uses open questioning to pursue the meaning behind responses and focuses on spontaneity, richness and depth. Qualitative research relies on the skills of the interviewer (moderator) to elicit and interpret information from respondents. It is usually small-scale, does not follow a fixed questioning sequence and is conducted by people trained in psychology. Qualitative Research is generally used as a development tool rather than for evaluation. Quantitative studies answer question: HOW MUCH? Quantitative research is used to robustly assess the likely success in the marketplace of a new concept, product or communication. It also highlights the necessary improvements to be made before launch in order to succeed. Information is gathered through preset questionnaires through closed questions. Sometimes the product/services are distributed for people to try. Quantitative researches are conducted amongst a big size panel selected based on statistical criteria. The panel has to be big enough for results to be statistically valid. Can be conducted in house, in selected locations and online. No need for specialist to run the discussion. Results aim to quantify the relevancy of a specific phenomenon (ex purchase intent
- 10. www.yawp.agency 1. Interviews WHY Qualitative research can be used for a variety of purposes and is appropriate whenever the research objectives require probing beneath the surface of consumers’ responses. Some examples might be: • During the creative development phase of an advertising or NPD project. • To understand the key drivers of consumer choice in a product field prior to carrying out a full scale • To explore consumers’ non rational reasons for preferring particular brands, possibly using psychological opinions. HOW in depth interviews or focus groups Small scale researches done to understand in depth the problem related to a specific phenomenon. Answers the question “WHY?” Aims to deep down understanding through individual or group interviews.
- 12. www.yawp.agency IF YOU LIKE THIS DOCUMENT PLEASE DOWNLOAD THE FULL DECK IN THE DOWNLOAD SECTION OF MY WEBSITE https://www.yawp.agency/private-access Yo u w i l l b e r e q u i r e d t o s i g n u p w i t h a p r o f e s s i o n a l e m a i l . I p r o m i s e n o t t o s p a m , e v e r. I t t a k e s a l o t o f t i m e a n d e f f o r t t o p u t t o g e t h e r t h i s m a t e r i a l ; y o u ’ r e f r e e t o d o w n l o a d a n d u s e i t a s y o u l i k e , I j u s t a s k y o u t h e f a v o u r t o s h a r e t h e l i n k t o t h i s p r e s e n t a t i o n o n L i n k e d i n .
- 13. www.yawp.agency www.yawp.agency info@yawp.agency YAWP - MASSIMILIANO LA FRANCA DISCLAIMER: the material in the slides has been collected from different sources and curated by the author for training purposes. I don’t own copyrights and there’s no intention to infringe any third party right.