Insight Generation Framework V 5 Value Insights India


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A Neccassary Consumer Research Tool for each and every organisation

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Insight Generation Framework V 5 Value Insights India

  1. 1. Insight Generation Framework Integrated Consumer Research Consultancy Developed by Value Insights India Knowlegde to Discover
  2. 2. Core Objective <ul><li>Organizations on a regular basis are tapping into consumers and discovering the consumer’s beliefs, motives and behavior. The Insight Generation Framework is developed by Value Insights India to uncover the real consumer insights. </li></ul><ul><li>Insight Generation Framework provides an In-depth Understanding of the Dynamics in the Market Environment </li></ul><ul><ul><ul><li>Where do we stand and where do we want to move in terms of category, product, brand and channel </li></ul></ul></ul><ul><ul><ul><li>Understanding the needs, aspirations and profile of different customer segments for an Optimized Product Portfolio, Channel and Communication Strategy </li></ul></ul></ul>
  3. 3. q Culture Macrosystem Lifestage Exosystem Channel Mesosystem Family Peers What we study Microsystem Attitude, beliefs, behavior Regions Aspirations Social norms CI Generation Framework Lifestyle Culture Society Friends Brands Media and Communication Customs& Traditions Experts Product Macroeconomic Supply-Tax, Input costs etc.
  4. 4. Consumer Trends and Insights at a Macro Level <ul><li>Market Dynamics Study- Market Size, Structure, Forecast, Competitor Mapping, Industry Dynamics-Technology & Governmental etc. </li></ul><ul><li>Incomes, lifestyles, consumerism and life-stage dynamics impacting the category </li></ul><ul><li>Understanding Customer Segments-Upward mobile males, Youth, Kids etc. </li></ul><ul><li>Social and Cultural Trends </li></ul><ul><li>Consumption and Spending Patterns </li></ul><ul><li>Understanding trends on key product and service measures of color, design, technology etc. </li></ul><ul><li>Understanding Trends impacting consumerism in unexplored and virgin markets- rural & bottom of pyramid </li></ul><ul><li>Outreach Programs and Media Consumption Habits </li></ul><ul><li>Emerging Consumer Connect Media (Internet and Mobile) and its impact on consumers </li></ul>
  5. 5. Category Research Category Research Objectives <ul><li>To assist the client in market entry in new categories and to have a focused growth in existing market segments </li></ul><ul><li>Understand the evolving category dynamics for product mix reformulation and better positioning </li></ul><ul><li>Dimensionalize the elements of the category </li></ul><ul><li>Existing and Evolving habits and practices in a category </li></ul><ul><li>Detailed STP– need states, behavioral and attitudinal </li></ul><ul><li>Category Contribution, Addressability, Size and Growth- Current and Future Impact Assessment of Key Drivers & Barriers </li></ul>Key Deliverables Insight Generation Frame <ul><li>Category Trend and Pattern Analysis –Using client funded Syndicated Resources </li></ul><ul><li>Qualitative Research- FGI and Indepth Interviews </li></ul><ul><li>Category Dynamics and Shift Analysis by Field Survey </li></ul><ul><li>Expert & Category Stakeholders Interviews </li></ul>
  6. 6. <ul><li>Category </li></ul>Approach Timelines Understanding the market structure, size and segment identification Secondary Research, Expert, Channel and Competition Interviews <ul><li>5-6 weeks </li></ul>Product and Pricing Testing in a competitive scenario <ul><li>Closed Location Test </li></ul><ul><li>Monadic and Paired Comparison Testing </li></ul><ul><li>PSM and Conjoint Analysis </li></ul>Identification of Positioning and Communication Cues for the market FGD and DIs <ul><li>4-5 weeks </li></ul><ul><li>3-4 weeks </li></ul>Ideal Time Duration : 12-15 weeks, stretch time not less than 10 weeks
  7. 7. Channel Research Channel Research Objectives <ul><li>To understand channel recommendation on price, brand and product in a competitive context by way of feedback on product, promotions, marketing material etc. </li></ul><ul><li>Identify the problems/weakness in marketing mix elements in a competitive context </li></ul><ul><li>Develop Channel Support and Involvement Strategies </li></ul>Key Deliverables Insight Generation Frame <ul><li>Mystery Audits on Market Operating Price, shop experience and placements </li></ul><ul><li>Shop Net Promoter Score and Dealer Satisfaction Study </li></ul><ul><li>Retail Audit- Monthly, Issue Based and Analytical data mining based reports </li></ul>
  8. 8. Channel Related Programs Core Objectives Research Area Dealer Satisfaction and Channel Expectation Assessment Product Placement and Display Tracking Tracking of Market Operating Price <ul><li>To identify the brand’s competitiveness from salespersons point of view </li></ul><ul><ul><li>Brand Status </li></ul></ul><ul><ul><li>Product Competitiveness </li></ul></ul><ul><ul><li>Marketing Activities </li></ul></ul><ul><li>To track product display of selected product categories in different channel formats </li></ul><ul><li>To estimate share of display and POP share in these retail stores. </li></ul><ul><li>Price- Price against each brand & model audited </li></ul><ul><li>Brand -Brand recommended by dealer for each product category </li></ul><ul><li>Availability -Status on availability for each brand & model audited </li></ul>
  9. 9. Shopper Research Shopper Research Objectives <ul><li>To do a detailed behavioural segmentation of the shoppers in context of the decision making process and in-store behaviour – who, what, where, when, why and how they buy </li></ul><ul><li>Shopper Segmentation based on Shopping Need States and Behavior </li></ul><ul><li>Inputs for Channel Strategy Formulation </li></ul>Key Deliverables Insight Generation Frame <ul><li>Qualitative Research : Accompanied Shopping and Shop Observations </li></ul><ul><li>Exit Interviews </li></ul><ul><li>In Store Environment Simulation </li></ul>
  10. 10. Product Research Product Research Objectives <ul><li>Achieve Growth in Saturated and Undifferentiated Products: To drive product innovation based on consumer feedback on need gaps with the existing product and expectations with an ideal product </li></ul><ul><li>To assess the acceptability of a new product and product elements- features, styling, design in a competitive context for creating a market differentiation for the client </li></ul><ul><li>To identify pricing strategy – new and existing products </li></ul><ul><li>Inputs in all elements of products – features, design, styling etc. </li></ul><ul><li>Increased Product Acceptability based on customer preferences in a dynamic market environment </li></ul><ul><li>Pricing Sweet Spots for new products and inflection points in existing products </li></ul>Key Deliverables Insight Generation Frame <ul><li>Usage based customer feedback- NPS </li></ul><ul><li>Product Clinics </li></ul><ul><li>Qualitative - Lateral Thinking Sessions, Consumer Immersion Sessions, Home Visits and Ideation FGDs </li></ul>
  11. 11. Product Testing <ul><li>Product </li></ul>Approach Timelines Idea Generation: Need Gaps with existing product or generate new ideas <ul><li>Secondary Research on trends, immersion groups, FGDs </li></ul><ul><li>Scrap Book Placement </li></ul><ul><li>In Home Visits </li></ul><ul><li>4-5 weeks </li></ul>Concept Feasibility assessment <ul><li>Workshop on Internal client Team </li></ul><ul><li>Internal Brainstorming </li></ul><ul><li>Graffiti Boards </li></ul>Concept Evaluation <ul><li>CLT and Field Survey </li></ul><ul><li>Narrative Concept Test </li></ul><ul><li>Prototype Testing </li></ul><ul><li>FGDs </li></ul><ul><li>1-2 weeks </li></ul><ul><li>3-4 weeks </li></ul>Ideal Time Duration : 8-11 weeks, stretch time not less than 6 weeks
  12. 12. Brand and Communication Research Brand & Communication Research Objectives <ul><li>Pre testing of concept, theme and advertising based on customer relevance and brand connect </li></ul><ul><li>Corporate and Product Brand Health Assessment based on status, performance and strengths & weakness </li></ul><ul><li>Insights on branding elements of technology, innovation and style </li></ul><ul><li>Corporate and Brand Health Diagnostics and Improvement Plans </li></ul><ul><li>Better Planning of Brand and Media Spending </li></ul><ul><li>Insight Driven Inputs into Brand Building Efforts </li></ul><ul><li>Better Competitive Positioning in Consumer Mindspace of Brand </li></ul>Key Deliverables <ul><li>FGDs for pretesting of concept routes, themes and advertisements </li></ul><ul><li>Large Scale Survey for Brand Perception and Equity Assessment </li></ul><ul><li>Pre Testing of Communication using quantitative methods </li></ul>Insight Generation Frame
  13. 13. Brand Research <ul><li>Types </li></ul>Objective and Approach Timelines Brand/Sub brand /Marketing Name Research <ul><li>To assess the brand/marketing name in terms of the connect with the category users </li></ul><ul><li>Brand Name & elements – slogan/logos etc comprehension, likeability </li></ul><ul><li>Qualitative FGDs </li></ul><ul><li>3-4 weeks </li></ul>Brand Health Assessment- Fundamentals <ul><li>Assessment of corporate and product brand on critical measures relating to awareness, consideration, disposition, imagery etc </li></ul><ul><li>Undertake a detailed Brand MOT assessment across the purchase cycle </li></ul><ul><li>Quantitative Brand Track </li></ul>Brand Equity Research <ul><li>Brand Equity Assessment in context on not only brand but also category, competition and consumer </li></ul><ul><li>Brand Equity Assessment on core, support, peripheral, detractor and absentee values </li></ul>Continuous on a weekly rolling sample Qualitative and Quantitative Study which is conducted once a year
  14. 14. Communication Research <ul><li>Types </li></ul>Objective and Approach Timelines Concept/Theme Testing <ul><li>To assess the connect/theme of concept with the category benefits and brand </li></ul><ul><li>Qualitative Research involving interviews using free association tests, statement comparisons and absolute comparison test </li></ul><ul><li>4-5 weeks </li></ul>Storyboard Research <ul><li>Identify the key motives of customers to purchase in a category and orient the message around these motives, test the message and storyboard elements </li></ul><ul><li>Qualitative Research Involving non directive projective techniques </li></ul>Communication Pre Testing <ul><li>Evaluate the creative Ideas Impact on brand, message and sales </li></ul><ul><li>Evaluate the communication in terms of comprehension, recall of message, brand values, elements- slogan, super etc </li></ul><ul><li>3-4 weeks </li></ul><ul><li>4-5 weeks </li></ul>Communication Post Testing- Tag On Research on Brand Track <ul><li>Evaluate the campaign in terms of ad and brand recall and association of ad with the brand </li></ul><ul><li>Effectiveness of the message in term of memorability and comprehension </li></ul><ul><li>Effectiveness of campaign to shift attitudes and behaviors, and ability of ad to generate interest and emotional appeal in the brand </li></ul><ul><li>Ongoing with the track </li></ul>
  15. 15. <ul><li>Thanks </li></ul>