Professor observations in the research findings that need to be fixed in the next deliverable: 1) Introduction is insufficient and totally off - need brand or company history with information about target audience 2) Streamline your research objectives - place in bullets and some are not research objectives or things you will ask target participants. Example, "learn what business objectives...." is not a research objective - "to identify the extent..." I am not sure what you are focusing on finding out here unless you are showing creative work and getting their reaction. Rephrase these objectives! 3) Do not personalize - take out the "we" or "our", need to keep impersonal 4) If you say you interviewed a total of 14 participants, I need proof of research and it needs to be submitted as photos/recordings/transcripts notes. This is mandatory! Also, you say your target parcipant are children 15 and under, but you said you included parents. Fix! 5) The finding sections has to improve considerably. Format to clearly understand what is the key finding presented: Key finding/description of finding/focus or individual group question asked/specific participant verbatims. It is also very plain and without sufficient findings (only one??), especially with the amount of interviews you said you conducted. You need to expand considerably. Very underwhelming. Your job is to find the insight or "pearl" that will be the key insight to support your creative recommendations and executions. I will be looking for this connection. Proof of research needs to be presented in order to get full points (pictures, recording or transcripts). Document #1: RESEARCH BRIEF EXAMPLE - DEVELOP BEFORE MODERATOR OR DISCUSSION GUIDE Research Brief Outline What is a research brief? Why is a brief so important? A solid research brief is like the foundation of a building – if you understand and are clear in what you are researching or need to know, your research is more likely to start on the right foot. Skimp on this critical early step, and your project is more likely to struggle. So how do you write a brief that gets you off to a great start? Background: Begin with a short summary of your current situation, and define clearly what you already know about the company/brand. Research Objectives: Next, set out your research objectives. For research objectives, what issues and topics do you want to explore or discover? What problems do you need to solve? Defining clear research objectives will help your research team design a well-focused study. Clear objectives will also help you to assess the quality and focus of your research agency’s report. Methodology/methodologies: Offer your suggestions about how the data might be collected. For example, which research methodology (or methodologies) you think will best suit your project, and why. Markets: which cities, geographies are you studying and will be recruiting participants from. Respondent Specifications / Screener: what a ...

1. Professor observations in the research findings that need to be
fixed in the next deliverable:
1) Introduction is insufficient and totally off - need brand or
company history with information about target audience
2) Streamline your research objectives - place in bullets and
some are not research objectives or things you will ask target
participants. Example, "learn what business objectives...." is not
a research objective - "to identify the extent..." I am not sure
what you are focusing on finding out here unless you are
showing creative work and getting their reaction. Rephrase
these objectives!
3) Do not personalize - take out the "we" or "our", need to keep
impersonal
4) If you say you interviewed a total of 14 participants, I need
proof of research and it needs to be submitted as
photos/recordings/transcripts notes. This is mandatory! Also,
you say your target parcipant are children 15 and under, but you
said you included parents. Fix!
5) The finding sections has to improve considerably. Format to
clearly understand what is the key finding presented: Key
finding/description of finding/focus or individual group
question asked/specific participant verbatims. It is also very
plain and without sufficient findings (only one??), especially
with the amount of interviews you said you conducted. You
need to expand considerably. Very underwhelming. Your job is
to find the insight or "pearl" that will be the key insight to
support your creative recommendations and executions. I will
be looking for this connection. Proof of research needs to be
presented in order to get full points (pictures, recording or
transcripts).

2. Document #1: RESEARCH BRIEF EXAMPLE - DEVELOP
BEFORE MODERATOR OR DISCUSSION GUIDE
Research Brief Outline
What is a research brief?
Why is a brief so important? A solid research brief is like the
foundation of a building – if you understand and are clear in
what you are researching or need to know, your research is more
likely to start on the right foot. Skimp on this critical early step,
and your project is more likely to struggle.
So how do you write a brief that gets you off to a great start?
Background: Begin with a short summary of your current
situation, and define clearly what you already know about the
company/brand.
Research Objectives: Next, set out your research objectives. For
research objectives, what issues and topics do you want to
explore or discover? What problems do you need to solve?
Defining clear research objectives will help your research team
design a well-focused study. Clear objectives will also help you
to assess the quality and focus of your research agency’s report.
Methodology/methodologies: Offer your suggestions about how
the data might be collected. For example, which research
methodology (or methodologies) you think will best suit your
project, and why.
Markets: which cities, geographies are you studying and will be
recruiting participants from.
Respondent Specifications / Screener: what are the
specifications of the people or participant whose views need to
be understood; and what stimulus material you think the
researchers should use to gain the richest possible insight.
Deliverables: Describe what you expect to get out of the project
– the ‘deliverables’. You might just want advice on designing a
survey, for example. Or perhaps you need statistically-robust
data? Or maybe you’d like a full report complete with data,
interpretation and clear recommendations to highlight decisions
you should take.
Timetable or timing: What is your deadline for doing the

3. research project? What milestones (if any) do you have to meet?
When do you need results? Look at the deadlines I gave you for
each deliverable.
Example - Research Brief Outline
Background
· Olive Garden Hispanic efforts launched in 2014 with Spanish-
language Television advertising in 2 markets: Dallas and
Houston.
· Eventually expanding to a total of 15 markets, the brand went
national in July of 2008. Olive Garden now reaches 99% of US
Hispanic population with a total of 210 Markets. Current
Hispanic efforts contributed 50+ incremental guests per
week/per restaurant and a 210% ROI (increase of 45 percentage
points).
· Although current executions are successful, we would like to
delve deeper into our Hispanic target in order to uncover any
insights that may make them more impact-full.
Objectives
· Explore our Hispanic target, specifically in how it defines and
relates to (in no particular order):
· Family: what is the meaning of Family, who is part of it and
why. Is it a small/large group, is it inclusive of more than
strictly close (nuclear family) relatives? How does that impact
current guidelines on OG executions?
· Home: the concept of Home, and what in essence is the feeling
of home or 'like home' mean to our target - this could have

4. implications on our current tag line "Aqui estas en casa"
meaning and the extent of the emotion that could be attached to
the line itself.
· Respect: The importance of respect, especially when
patronizing an establishment.
· * What makes them feel welcomed and respected? What is
their expectation when visiting a sit down restaurant? Are
they typically satisfied or disappointed with the level of service
they receive when dinning out? How does that affect their
decision next time they decide to dine out?
· Language: what language is the one most spoken in family
gatherings? Is it typically guided by the family members
(generations) in attendance? What is the dynamic between the
younger and older generations at dinnertime? Is that dynamic
one our target is comfortable with, could it be better, is it their
ideal? (what is the ideal?) Is that dynamic something we want
represented in our executions, or do we represent the ideal
(aspirational) family interaction?
· Better understand Olive Garden's current brand equity and
perceptions
· Explore reaction to the idealized scenarios presented in
current OG spots
Methodology/Study Design: Qualitative approach. We are
leaning towards a combination of ethnographies (in-home
and/or dine along) and groups. We may also include a category
expert interview, example, an OG restaurant manager / brand
manager/server, etc.
Markets: 8 top Hispanic markets: Los Angeles, Miami, New
York/New Jersey, Dallas, Houston, Chicago, San Antonio and
Phoenix
Respondent Specifications / Screener:
· Hispanic Males & Females with at least some high school
education
· at least 10 hours of Spanish media per week (5 of which in
TV)

5. · $35K+ HHI
· Between the ages 21-49
· 2+ years in the US
· Have children living in the HH - recruit for a food mix of
young (3-11) and teenage (13-17)
· Must speak more Spanish more than English, or both equally
· Must be fluent in Spanish (??)
· Must dine out at least once a month (at OG or one of its main
competitors)
· Pass Security screen
Deliverables: Full Report containing analysis and key findings,
moderator or discussion guide, ethnography report, category
expert interview report
Timing: Field Summer 2019
6
The Research Findings Report
Student’s Name
Instructor’s Name
Course Title
Submission Date
Introduction
Research is done to get closer to establish a picture on what the
respondents do in their real world considering that what they
say may not be always reflect their actions. Reporting the
research results will help in identifying the potential
consumers’ issues concerning given products and take
appropriate actions to improve the market based on their needs

6. and preferences. This report evaluates the research objectives,
methodology that was used to gather information pertaining to
research, and the research findings including those collected
from individual interviews, ethnography, expert interviews, and
key findings in culture, audience, category, competition, client,
or brand.
Research objectives
The research was conducted to enable Tom’s of Maine to attain
both business and project objectives. Once the customers’ views
concerning the product has been learned, then it would be easy
for the business to strategize on how to boost its sales and
widen their market. There are two business objectives that
Maine wish to achieve. One of those goals is to boost sales by
around 30% by first quarter 2020 and to attract the potential
customers. Secondly, currently the sales of Tom's of Maine
toothpaste increases gradually by around 2% per month on
average even though there is no thorough advertisement by the
company. Hence, the research was conducted to gather
information that would help Tom’s Maine business achieve the
following objectives:
· To learn the extent of product awareness for Tom's of Maine
toothpaste and consequently devise strategies that will boost it
among the target market.
· To identify the extent which the marketing campaign impacts
the market and consequently create new ad campaign that will
be designed to grasp all the key elements and benefits of this
product.
· To learn whether the business objectives would be easily
achieved based on the current state of the market.
· To learn the customer preferences concerning toothpaste
product that Maine distribute. This would be achieved by
evaluating customer issues pertaining the current products that
reaches their ends.
Methodology used for research
The research methodology used for this research was a
qualitative since there was a need to learn by combining the

7. ethnographies such as in-homes or external usage, and group
evaluations. For instance, many parents could evaluate their
children using the product individually at the comforts of their
homes and we would wish to learn their experience about it.
Also, parents could evaluate the experience of using this
product as a group and we would engage them to share those
experiences. The qualitative process involved various research
questions which required the respondents to give their views
concerning the issues that this research intends. Some sample
questions included in the research methodology included the
following: Have you ever heard about Tom's of Maine
toothpaste? If yes, have you ever used them? Who referred you
to this product and what were their argument about it? And what
is your experience using this product? Among others (See
Appendix 1)
Also, a category expert interviews and OG and the brand
manager whom we believes have knowledge concerning the raw
materials and the whole process for Tom's of Maine toothpaste’s
production was involved. For instance, the stakeholders of
Maine were involved in researching the market and experience
for this product. This step was considered crucial considering
that there was a need to have financial aid and other support for
the product. Some precise stakeholders who were involved
included the company’s executive and others in the external
market such as the involved advertising agencies.
The participant screening criteria
The screening criteria that was used to participate in the
research study included those with the following specifications:
US children, the future generation aged 15 and below, the
parents whose children use Tom's of Maine toothpaste, and
those who had spent at least 2 years in the US. This screening
criteria was determined upon the evaluation of the research
objectives and the target market. Hence, despite collecting
information from all the people who were present at the
interview, the feedback from only those who suited this criteria
were jotted down.

8. The participant sample composition
The participant sample composition for this research was based
on the focus groups as follows:
Group 1- 5 participants: 3 children with 12 years from US and 2
15 year-old ones from US but from different states.
Group 2- 5 participants: 4 parents aged between 35 and 50 years
who uses Tom’s of Maine’s Toothpaste and 1 parent aged 46
years old who does not use this product.
Group 3: 4 participants: 3 non-English speaking parent aged
between 35 and 50 years and a child aged 15 years.
Primary Research findings
Individual interviews
Findings from individual interviews conducted: the preference
of toothpaste from Tom’s of Maine business varies, but the
product is preferred by a significant number of users.
The consumers of toothpaste product from Tom’s of Maine use
it on daily basis. However, some users choose to use this
product occasionally while comparing it with others substitutes
or similar products from Maine competitors. The price and taste
were noted to be the two key factors that consumers consider
while making a choice of the product to use.
The following presents precise responses from the focus group
participants pertaining to the questions raised for the interview.
Focus group questions: how often do you use the toothpaste
from Tom’s of Maine?
The participants’ responses
“I use this product on daily basis and sometimes use it even
more than twice”
“I use toothpaste from Tom’s of Maine around twice a week as I
am currently not used to it than other toothpastes from other
producers”
“I have never used this product before”
“I only use this product when I miss the toothpaste that I am
used to and prefer more than this”
“I wanted to try using this product once but I found no

9. appealing reason to try it. So I lost interest and have never tried
it yet”
Ethnography
The research further combined the ethnographies such as the
following:
· In-homes usage for the product
· The external usage of the product
· Using the product as a group while evaluating it against other
similar products in the market.
This research noted that many parents could evaluate their
children using the product individually at the comforts of their
homes. Hence, it was easy to learn their experience about it.
Also, we noted that parents could evaluate the experience of
using this product as a group and we would engage them to
share those experiences.
Therefore we would easily learn the consumer behavior both
individually and as a group. For instance, we could easily jot
down the issues pertaining to one parent or a family member
and later focus on those affecting consumers who are under
group evaluations.
Expert interviews
We involved a category of expert in the interviews such as the
OG and the brand manager whom we believed have knowledge
concerning the raw materials and the whole process for Tom's
of Maine toothpaste’s production. The important notes that we
gathered from the expert interview include the following:
· The brand manager noted that it would take sometimes before
the target consumers adapt the product based on what he termed
as ‘rigidity’ in using a given product.
· The current regular users would promote the product indirectly
and there is a need to focus much on them
· The potential customers would have unlimited choices from a
given product and the business may not need to consider all of
them provided that a thorough research was conducted prior to
the production of those products.
· The product’s preference is determined by the first price

10. chosen by business and how the first users experience it in
terms of tastes.
Key findings in culture, audience, and competition and client
The interview noted that there is no specific culture linked to
the usage of Tom’s of Maine’s product or any other product
meant for healthy provisions. Also, the targeted audiences are
not meant to come precisely from a given region or expected to
hold given values as long as they would prefer the product.
Hence, the research conducted is not limited by any cultural
values, category of audiences, or completion but it is meant to
cut across all scopes.
APPENDIXEX
Appendix 1: A moderator Guide
This interview will be conducted with the guidance of questions
mainly considering that the process need to achieve its goals
implying that lacking a proper plan would compromise it. The
crafted questions for this market research are crafter below and
they will target the parents and not children considering their
knowledge about the product and are the one deciding whether
their children would use them or not. Before starting engaging
the parents with the questions, we would open with simple,
easy, fun, and compelling piece that will attract them especially
when in groups to participate.
Some guiding questions will include the following:
i. Have you ever heard about Tom's of Maine toothpaste? If yes,
have you ever used them?
ii. Who referred you to this product and what were their
argument about it?

11. iii. What is your experience using this product?
iv. Do you want anything improved in this product?
v. What do you feel about the price of Tom's of Maine
toothpaste’s?
What will happen after the questions have been asked to the
appropriate members?
The interviewer will hold a small gathering associating parents
within a given geographical scope and stimulate their interests
on Tom's of Maine by sharing the company’s brand and other
useful materials containing the products’ benefits to children’s
health as a natural brand and the company’s commitment to
make it easily accessible and affordable for everyone.
Some entertainments with this product’s theme shall be
conducted to stimulate participation of the audiences and
improve Tom's of Maine’s awareness. For instance, the winners
of a given dance as determined using the audiences shall be
awarded upon answering simple questions concerning the
product. Later, the interviewer will remind the audiences of the
day’s activities prior to dismissing for a different target market.