This document provides an overview of consumer and market knowledge as well as market research. It defines market research as a systematic way to collect data to solve marketing problems and help make better marketing decisions. The document then discusses the main purposes of market research including understanding the market and consumers, generating and evaluating marketing actions, and identifying opportunities and problems. It also outlines the key elements that should be included in a market research brief such as business objectives, research background, research objectives, action standards, key information needed, respondent requirements, and segment breakouts.

1. Consumer & Market Knowledge
ELITE DEVELOPMENT PROGRAM 2015
Assignment 4.1
ASSIGNMENT 4.1
CONSUMER & MARKET
KNOWLEDGE
Đức Hiệp – Ngọc Khánh – Minh ThôngH TK TEAM

2. Research is a method to gain answer to question in a systematic and organized way.
Its main purposes are to reduce the uncertainty and monitor performance.
WHAT IS RESEARCH?
•A sub-set of market research
•A systematic, scientific and objective way to collect data
for solving marketing problems
•Help marketers to make good marketing decisions.
MARKETING RESEARCH• To have a better understanding of
- The market: Size, Trends
- Consumer
MARKET RESEARCH
• Generate, refine, monitor and evaluate marketing actions
• Improve understanding / knowledge
• Help marketers make confident/ better decisions
• Identify and define marketing opportunities/problems
STRATEGIC UNDERSTANDING
- Obtain the deep understanding of consumers/customers and the
relationships between brands and them
- Provide a strong base for all marketing development.
IDEA DEVELOPMENT
- Development new brand ideas and concepts
(products, packaging, advertising, promotion etc.)
Evaluation the potential of those ideas and concepts in the
marketplace
MARKET MONITORING
- Tracking and monitoring brand performance, consumer behavior
and the structure of market.
4 MAIN NEEDS TO CONDUCT MARKET RESEARCH
MIX EVALUATION

3. https://goo.gl/Gu08fH
https://goo.gl/ZtClXe

4. https://goo.gl/5xFqAB

5. TYPES OF MARKETING
RESEARCH
Client’s Needs
CUSTOMIZED
RESEARCH
- Client hires an
agency to do a
research on
particular research
questions
Ex:
- Brand health
check
- Usage & Attitude,
- Segmentation,
- FDG
SYNDICATED
RESEARCH
- Conducted by
research agency
to sell value
information
-To clients who are in
need
Ex:
- Retail audit
- Consumer panel
- Media rating
Source of Research
PRIMARY DATA
Information
collected
specifically for the
purpose of current
research project
SECONDARY
DATA:
Data gathered
and recorded by
someone else
prior to a purpose
other than the
current project.
Source of Research
PRIMARY DATA
Information collected
specifically for the
purpose of current
research project
SECONDARY DATA:
Data gathered and
recorded by someone
else prior to a purpose
other than the current
project.
EXPLORATORY DESCRIPTIVE CAUSAL
- “Our sales are declining
and we don’t know why”
- “Would people be
interested in our new
product idea?”
- “What kind of people are
buying our product?”
- “What features do buyers
prefer in our product?
- “Will buyers purchase
more in a new package?”
- “Which of two advertising
campaigns is more
effective?”
- To clarify and define the
nature of a problem
- Not conclusive evidence
- Subsequent research
expected
- Describes characteristics
of a population or
phenomenon
- Some understanding of
the nature of the problem
- Conducted to identify
cause and effect
relationships
By Objectives
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
- Markets and brands
exploration
- Diagnose the areas of
problems
- Test preference in products
- Evaluate campaign
- Measure potential new
product
Answer questions HOW & WHY -Provide answers
HOW MANY? HOW MUCH?
Understanding & Explaining Describing & Measuring/
Face-to-face, telephonic,
postal survey
FDG, in-depth interview,
ethno, home visit
By Objectives
DESK
RESEARCH

6. Question answered by Market research
Brand Innovation Process
Prepare
Nature: Fact finding
Key success factor:
– Define target consumer,
findings of currently unmet needs
or new trend
– Estimation of market size
(volume & value), growth rate
– Estimation of competition
Idea
Nature: Creative
Key success factor:
- Discovery of big idea base on
strong insight: hit at the unmet
need, a cutting-through the
competition and step ahead the
trend
- High acceptance of product
concepts from target consumer
Feasibility
Nature: resource-planning
Key success factor:
– High acceptance of brand
promise, marketing mix concept
from target consumers
– Healthy financial indications:
primary inputs are sales forecast,
cost of production, marketing
spend
Launch
Nature: disaster check
Key success factor:
– High acceptance of
communication concept
– Right media placement &
priority
– Positive market feedback from
consumers, customers and trade
Prepare
What do we know about:
- Market: market share, market
trend, social and economic
changes, competitor's marketing
activities
- Brand: brand audit, issues and
opportunities, brand vision, jobs
to be done
- Consumer: U&A, buying
behavior, preference driver and
brand in consumer mind
Idea
- Which ideas are most
promising?
- What is the most motivating
way to express our idea?
- Is it unique? Is it a persuasive
proposition?
Feasibility
- We have communication idea,
advertising idea, product,
packaging, price,…
- Is it fit the single minded
concept, brand positioning and
brand vision? Is the consumer
excited?
- Should we launch?
Launch
- How successful is the launch?
- Do we need to modify? What
we need to modify?

7. Usage & Attitudes
Segmentation
Studies
Drivers of Brand
Choice
Retail Audit Data
Consumer Panel
Data
Brand Tracking
Macro trend
Analysis
Global Updates
CRM Data
External Data
Idea Generation
& Development
Concept
Screening
Pack
Development
Product test
Pack Graphics
Test
Final Concept
Test
Pricing Test
Communication
Development
Communication
Pretest
Post Launch
Evaluation
Business Review
Market Structure
& Landscape
Strategic
Framework Plan
Brand Vision &
Footprint
Brand Stretch
Analysis
Brand Audit
Simulated Test
Market
WHICH RESEARCH METHOD WILL HELP YOU FIND OUT THE ABOVE QUESTIONS?
Communication
tracking
Primary Research Secondary Research Market Intelligence Strategic Plan
Information collected
specifically for the purpose
of current research project.
Data gathered and
recorded by someone else
prior to a purpose other
than the current project.
Market intelligence is the gathering,
analysis, and dissemination of
information that is relevant to the
market segments your company
participates, or wishes to
participate in. This really
encompasses two major activities:
competitive understanding and
market understanding
The results obtained from
this type of research will
help your business establish
feasible goals and how they
will achieve it
REPRESENT
Prepare Idea Feasibility Launch

8. WHAT IS
MARKET RESEARCH BRIEF?
The market research brief is the statement
that:
- Sets out the background to the research
and what objectives it is hoped will be met
- An essential preparation to a successful
market research study
WHY MARKET RESEARCH BRIEF IS IMPORTANT?
Market Researcher Side
•Has a full understanding of requirements
•Helps develop a relevant and appropriate research program
Writer side
•Shapes thinking around research needs
•Enables the author to prioritize the objectives and planned outcomes of the
research.
1. Business Objectives
2. Research Background
3. Research Objectives
4. Action Standard
5. Key Information to be Obtained
6. Respondent Requirements
7. Segment breakouts Required
8. Deadlines and Deliverables Required
9. Budget
10. Key contact
11. Brief number & Date
ELEMENTS NEEDED FOR CLEAR BRIEF
What are they?

9. KEY
ELEMENTS
WHAT IS IT? WHY IS IT NEEDED? TIPS TO WRITE IT EXAMPLE
1. BUSINESS
OBJECTIVES
- What business decisions
will be made?
- Focus
- Base to make key
conclusions/suggestions
- Be a explanation rather than a list
- Be summarized separately from
research objectives
Company X has 2 food product recipes A
and B and seeking to launch one of them
at HCMC in 2017
2. RESEARCH
BACKGROUND
- Providing context
- What you see happening
- Why need research?
- Agency aware of what is
already known, not waste
money
- Puts research in proper
context
- What already know about market
- Information help understand the
research problem
- Not include brand’s entire history
Co-working space category
-Comes to Vietnam market 3 years ago
- There are about 10 co-working space in
Vietnam
-…
3. RESEARCH
OBJECTIVES
- What is the researcher
expected to prepare
recommendations for?
- Focus
- Design suitable
size/samples
- Helps make right
questions/key conclusions
- 2 -4 primary objectives is enough
- Secondary objectives built on
primary objectives (If any)
- Not write it like a list
Business objective:
Launch a new product
Research objectives
- Measure the level of market interest
- Estimate likely revenue levels at the
optimum price point
4. ACTION
STANDARDS
Answer question:
- How to do this research
-
- Emphasize highlight
problems
- Base for key conclusions or
suggestions
Sets action standards bases on
- Brand/Category norms
- Cost – Benefit analysis
- Minimum objective in sales
Should
- Specific/Measurable
- Cover all scenarios could happen
Agenda 1 : quantitative research (PAPI)
Sample Size : 350 in each location
- SEC A , Middle –Aged Women ( 30-40
years): 100 respondents
- SEC B , Middle –Aged Women ( 30-40
years): 100 respondents
5. KEY
INFORMATION
TO BE
OBTAINED
What is specific questions
we have to ask base on
research objectives?
- Foundation in addressing
problems
- Estimate interview and
question length
It should include
- Specific information need to have
to solve objectives
- Specific attributes need to have
evaluate test material
Valuable Users
- What sport do they do?
- What do they wear?
- What is important?
- Which brands do they use?
- Why do they use them? …

10. KEY
ELEMENTS
WHAT IS IT? WHY IS IT NEEDED? TIPS TO WRITE IT EXAMPLE
6.
RESPONDENT
REQUIREMENTS
- You have any
requirements to define
respondents clearly?
- Not assumption
- Ensure information to be
obtained belongs 1 system
- Bigger scope, More it will cost
and the longer it will take
- Demographic: Sex, Age, SEC, Living
- Requirements about users and
define users
- Penetration levels (low users
categories)
- Demographic: Young males, 15 – 25
years old, SEC ABCD
- AXE is one of their preferred brand
- Use internet for at least 1 hour everyday
for the past 3 months
- Estimates deodorant penetration is 15%
among the said target group
7. SEGMENT
BREAKOUTS
REQUIRED
Respondent segments
you want agency to
sub-analysis
- Design suitable
samples/structures
- Figure out specific segment
you need
Should include
- Specific segments needed to sub-
analysis
- Minimum size
- Analysis by SEC AB and CD, by Age: 15 –
20 and 20 – 25
- Minimum size: At least 200 respondents
use regularly
8. DEADLINES
AND
DELIVERABLES
REQUIRED
- Answer the question
“WHEN”.
- When you want
researcher to complete
and deliver results
-Allow researcher to plan for
research program
- Proposal due
- Stimulus available on
- Topline due
- Final report due
- Don’t be a detailed timetable
=> Allow researcher the flexibility
- Request for proposal distributed: 8th
May
- Proposals: 19th May
- Agency selected: 22nd May
- Briefing meeting w/c: 22nd May
9. BUDGET The total of money you
spend for this research
-Allow researcher to develop
an appropriately program with
this budget
- Depends on the scope, scale
- Look back total of brief
- Total budget: 2 Billion
10. KEY
CONTACT
Include details of
relevant contacts to
work with researcher
Communication/Meeting
between 2 sides
- Preferably just one individual
- Name/Designation
- Phone number/Email address
-Name: Hung Vo – Co-Founder YM
- Phone number: 0169 3731 779
- Email address:
hungvo.redder@gmail.com
11. BRIEF
NUMBER
AND DATE
- The number of brief
- The time you send
brief
- In some occasions, you need
to reference again
- Look back brief before to write for
this one
- Date: 20/01/2016
- Number brief: 206

11. 1. BUSINESS OBJECTIVE
HKT TEAM wants to build a real co-working space in
Vietnam, firstly in HCMC in period 2016 – 2020
2. RESEARCH BACKGROUND
HKT TEAM want to build one in Vietnam, firstly in HCMC in
period 2016 - 2018. So, we want to do a research to cf:
“Are there a big opportunity at present to entry this
category?”
What Co-working space is:
-A style of work that involves a shared working
environment, yet independent activity. Shared by
individuals from different organizations and professions
Vietnam market insights
- 30% of Vietnamese is 20-30, 13% is managing startups
- Strong tidal wave of cultural exchange from studying
abroad have encouraged enhancement of living needs
- There are approximate 10 real co-working spaces in VN
3. RESEARCH OBJECTIVES
- To defines that there is a opportunity to grow co-
working space in Vietnam at the present time
- To understand behaviors in choosing and using co-
working space of consumers now
4. ACTION STANDARDS
- Often go to coffee store to work
- Quantitative research (PAPI)
- Location: 2 big cities in Vietnam: HN and HCMC
-Sample Size : 350 in each location
+ SEC A, (30-40 years): 100 respondents
+ SEC B, (30-40 years): 100 respondents
+ SEC A, Young Adult people (20-30 years): 75
+ SEC B, Young Adult people (20-30 years): 75
5. KEY INFORMATION TO BE OBTAINED
- How much is the market size?
- How much money this category bring back every year?
- Behavioral qualities express through 6W1H questions
method
6. RESPONDENT REQUIREMENTS
- Demographic
+ Gender: Male & Female
+ Age: 20 – 40 years old
+ SEC: BC
- Behavioral: Use the Internet for at least 3 hour everyday
for the past 3 months
- Users: Don’t have a fixed place to work
- Incidences: Estimates co-working space penetration is
10% among the said target group
7. SEGMENT BREAKOUTS REQUIRED
- Sub-analysis by age: 20 – 30 and 30 – 40
- Sub-analysis by living: HCMC and HN
- Show all detailed tables for all types of age and living
where respondent base it at least 200
8. DEADLINES AND DELIVERABLES REQUIRED
- Proposal due: April 1
- Stimulus available on: April 10
- Topline due: May 1
- Final report due: May 10
9. KEY CONTACT
- Name: Hiep Luong
- Phone number: 0169 3731 779
-Email address: hiepluong@gmail.com
10. BUDGET
-The total cost of the study would be INR 25,00,000
Co-working space is a
developed business model in
the world and HKT TEAM
want to build one in Vietnam
HKT TEAM
We are HKT TEAM - 1 startup team