Sexy                         Market Research:      Enriched, Visualized and Interactive     Prepared for: ESOMAR Best of V...
What is this presentation about?        The      Concept                                               Case               ...
Expanding beyond the consumer-centric insights                                            The consumer centric approach   ...
Recent technologies that are changing our lifestyles                                       INFORMATION                    ...
“HOT” items for consumers     Video On Demand, Smart TV, Intelligent Navigation System, Touch Screen, Smart     Phones all...
Market Research used to look like this...             Qualitative vs. quantitative                          “… yes.. that’...
Introducing EVI (Enrich, Visual and Interactivity) to MR    Enrich, Visual and Interactivity    Incorporating these three ...
Case study: A Market Entry study    Brief    The client plans to enter Vietnam market. The objectives are:        Segmenta...
Case study: A Market Entry study    Methodology        Qualitative study        Quantitative study        STP statistical ...
Case study: Bringing EVI into a Market Entry study (STP)                        1                                         ...
Case study: How to roll out EVI                                              Preliminary Research                         ...
Case study: Examples on EVI Outputs                                                      Post analysis         Industry   ...
Sexy                         Market Research:      Enriched, Visualized and Interactive     Prepared for: ESOMAR Best of V...
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120423_Esomar Best of Vietnam_Market Research - Enriched, Visualized and Interactive

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“Best of” – Vietnam 2012 – ESOMAR was an event to educate marketers about social media monitoring, research methodologies and key trends across Asia Pacific countries. Held at Ho Chi Minh City on 23 April 2012, the event showcased diversity and talent within the market research industry. Jeffrey Bahar, Deputy CEO of Spire Research and Consulting, was invited to be one of the speakers at this prestigious event, where he shared his views on Geomarketing and Segmentation-Targeting-Positioning (STP) study.

Read more about the event coverage here:
http://www.spireresearch.com/newsroom/events/spire-invited-to-speak-at-best-of-vietnam-2012-esomar/

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120423_Esomar Best of Vietnam_Market Research - Enriched, Visualized and Interactive

  1. 1. Sexy Market Research: Enriched, Visualized and Interactive Prepared for: ESOMAR Best of Vietnam Prepared by: Spire Research & Consulting Date: 23 April 2012Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 1
  2. 2. What is this presentation about? The Concept Case study Sexy Market Research Enriched, Market Entry Visualized Case Study & InteractivePrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 2
  3. 3. Expanding beyond the consumer-centric insights The consumer centric approach Market Size Technology Industry Trends Trends Value Competitive Chain Analysis Business Business Partners ENRICHED Partners Pricing Macro Strategy Economic Factors Consumer-centricPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 3
  4. 4. Recent technologies that are changing our lifestyles INFORMATION VISUAL Augmented Reality Geo Tagging Google Map Tagging QR CodePrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 4
  5. 5. “HOT” items for consumers Video On Demand, Smart TV, Intelligent Navigation System, Touch Screen, Smart Phones all have one thing in common: INTERACTION SELECTPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 5
  6. 6. Market Research used to look like this... Qualitative vs. quantitative “… yes.. that’s typical” Fancy tables, charts “… static..” Visually-attractive layout of report “… any other way?” presentation Excellent presentationPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 6
  7. 7. Introducing EVI (Enrich, Visual and Interactivity) to MR Enrich, Visual and Interactivity Incorporating these three elements into our market research approach and output enhances our customer experience in our industry. 1 2 3Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 7
  8. 8. Case study: A Market Entry study Brief The client plans to enter Vietnam market. The objectives are: Segmentation Targeting PositioningPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 8
  9. 9. Case study: A Market Entry study Methodology Qualitative study Quantitative study STP statistical analysis Outputs Reports with statistical analysis Conclusion and recommendationPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 9
  10. 10. Case study: Bringing EVI into a Market Entry study (STP) 1 1 PRELIMINARY Research Market Research POST Analysis •Gov’t statistics •Industry trend & analysis •Trade statistics •Geo-marketing analysis •Benchmarking •Interactive map •Price checks •B2B study 2 3Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 10
  11. 11. Case study: How to roll out EVI Preliminary Research Population census Government Export import data Statistics Penetration rate: Internet, PC, etc Competitor profiles Benchmarking Product mapping & comparison SWOT analysis Market sizing & growth study B2B Study Value chain analysis Distribution partnershipPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 11
  12. 12. Case study: Examples on EVI Outputs Post analysis Industry • Industry landscape Trends & • Level of competition Analysis • Barriers & regulatory Geo-marketing • District level analysis Analysis • Addressable markets vs. non-addressable • Visual outputs Interactive Map • Interactive, dynamic: customer selects outputsPrepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 12
  13. 13. Sexy Market Research: Enriched, Visualized and Interactive Prepared for: ESOMAR Best of Vietnam Prepared by: Spire Research & Consulting Date: 23 April 2012Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 13

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