How to Conduct Collaborative Research on Web

Kuldeep Sharma

Objectives:
Understand the importance of foreign market research and analysis Understanding the Context of research Learn about Role of web in research Learn about how to conduct research on web Learn about getting prepared for doing research ( Research Plan) Learn about collaboration Exercises

The Importance Research. & Analysis

Why has it become so important to conduct research and analysis to compete in today s global economy? What is Research and context of research ?

What is Research ? Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using a scientific method.

Fast Gazelles

Kenyan Flowers $470mln

Guatemalan Cardamom $83 mln

Sialkot Balls $225 mln

Value Addition

Role of Marketing

So, why market research and analysis?

International trade has grown very rapidly and is considered to be one of the most important sources of economic growth for developing and transition countries There are more opportunities than ever before - at the same time this brings more competitors than ever before need to be fast and smart to survive successful firms/countries need to excel in marketing to identify the best opportunities in foreign countries and distinguish themselves from competitors

For marketing as well as for a coherent export strategy market research is key!

Non-usage of Market Information

Failure to export successfully due to
Lack of / inaccessibility to information Non assessment of the target market Lack of market / product trends analysis Minimal/ no information on consumer trends Inaccurate price trends analysis Lack of competitor analysis Market research tools inadequacy Poor market research skills Other..

The market analysis process

Market Analysis
Business contacts/ primary research Research market characteristics and benchmarking Screen Markets Define your product

Change the way you do business

Reaching Out & Truthing Networking Surveys

Qualitative Analysis Sectoral Research Industry News Quantitative Analysis Background Analysis Trade Flows

Screening: Rapid comparative analysis Questions:

Which are the largest and fastest growing markets for my product? Which countries are supplying those markets? Which market fits in which price segments? What is the position of our producers in target markets? . . . Where should I focus further research?

Researching target market characteristics

Questions:
Are there specific market segments? What are the preferences for size, shape, colour, texture, freshness, organic? What are the trends in consumer behaviour? What are the preferences for packaging design? How should the product be priced? How is this product distributed in the target markets?

. . . How do my target markets work and can I compete?

Understanding market access requirements

Questions:
What are the health and safety concerns of the customers and their governments? Is there a minimum quality standard that my product has to meet? Are they concerned about the social and environmental conditions of production? Are there packaging and labeling requirements? Which certificates do I need to get?

. . . How do I re-assure the customer?

Reaching out to buyers and testing conclusions

Questions:
Is what I have learned real? What do potential consumers think of my specific product? What buyers should I focus on? Are the companies trustworthy and reliable? Who can help me throughout the value chain? What trade fairs should I attend? Who else has been attending?

. . . How can I make a sale?

What to Research on ?
Value of information

Value of information
In the industrial age information was like gold > control it, hold it to yourself, gives status Today, information is like milk >use it quickly, it will get spoiled Every 18 months the amount of information in the world doubles It means, it is twice as hard to find the right information But you have to find it, process it, and use it (disseminate it) faster (time to market )

Access to information
Increasing number of databases, portals, and market places on the Internet Both sector specific (vertical portals) and general (horizontal portals) First ports of call for exporter, importer and business supporter For fast and low cost information Information overload Main issue: Search Smart and Filter

Search techniques
Search engines Horizontal and Vertical portals Information Gateways

Search engines
www.google.com Input=Output;
General question=general answer

Use more than 3 keywords Leave out the, and, in , etc. Use the advanced search or help function Be creative

The mental hierarchy

Mango Mango Mango Mango Mango

market market UK market UK India market UK India trade

Other Search Engines Use them!

Yahoo.com Yahoo search directory - indexes created by humans MSN.com Ask.com

Keyword Search Engine: AltaVista

Pages contain some of the keywords: renewable, energy, California
Not necessarily all the words Not necessarily together as a phrase Essentially ignores word in

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Keyword Search Engine: AltaVista

Some of these aren t really about California at all
Tip: Use browser s Find (Control-F or Command-F) to search within just Web page you re viewing

To search on a phrase, use quotes:

renewable energy in California

Note way fewer hits

Keyword Searching--Phrases

renewable energy in California vs. renewable energy in California

Keyword Search Engine: AltaVista

More specific searches: use Boolean logic terms
AND, OR, NOT

Also called search operators

Keyword Search Engine: AltaVista

Search operators:
AND = must include AND NOT = must not include OR for alternate terms, synonyms, alternate spellings ( ) to group terms (esp. with OR) * = wildcard: any other characters (letters, numbers, symbols)

Keyword Search Engine: AltaVista

Advanced Search example:
( renewable energy OR green energy ) AND NOT (hydro* OR dam*)

Tip: To restrict search to just titles of Web pages, use title:

Example: title: renewable energy All page titles (except Sponsored Matches) contain the phrase

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Keyword Search Engines-AND, AND NOT, OR

( renewable energy OR green energy )

Keyword Search Engines-AND, AND NOT, OR

renewable energy AND green energy

Keyword Search Engines-AND, AND NOT, OR

renewable energy AND green energy AND NOT (hydro* OR dam*)

Keyword Search Engines-AND, AND NOT, OR

( renewable energy OR green energy ) AND NOT (hydro* OR dam*)

Additional (non-Google) Search refining codes

link:www.p-maps.org
Looks for sites linked to this site

inurl:coldchain
Looks for similar websites

Related links

Other Search Engines

Yahoo.com Yahoo search directory - indexes created by humans MSN.com Ask.com

Horizontal portals
FITA (Federation of International Trade Associations)
www.fita.org Links to resources on any trade related subject, e.g. economic and trade statistics, logistics, contracts, packaging, business directories, trade associations etc. Click really useful links

Vertical Portals
Food www.foodnavigator.com: news & suppliers directories www.fda.gov: extensive info on legislation (food safety, packaging, labeling, additives, inspection etc.) Fruit www.fruitnet.com: extensive portal site, including market data, regulations, health and safety issues as well as market place www.freshinfo.com: daily news, price info, market place www.freshplaza.com: news, weekly prices, importers database Textiles - www.just-style.com: news, trends, events, reports - www.textileweb.com: news, reports, market place

Vertical Portals
Cut Flowers
www.flowerweb.nl: news, trends, links, statistics www.aiph.org/uk : statistics, events, reports

Crafts
http://www.giftsanddec.com : news, opinions, research reports, events, catalogues

BPO Eng Services

www.euroitx.com Strategy consulting, benchmarking, market info and mktg services

Information Gateways
Extensive information on multiple industries ITC Trade Map
www.trademap.org

- CBI Market Information Database

www.cbi.eu

Exercise

Research plan
How to develop a good research plan

Work Your Plan and Plan your work

Need for a Market Research Plan

Clarity on what you want to achieve with your research Maintains focus for effectiveness
by nature research is a highly distractable activity

Clarity on required information sources Clarity on required resources Clarity on deadlines

(Planned) Research Process

1. Define the research objective
What type of information do you need? How does it relate to your client s export plans? What research needs to be done to find out that information?

2. Choose the research methodology

Desk Research Internet Sources Field Research Primary and Secondary data

Process (cont.)
3. Prepare a Research Plan
- prioritization and deadline important! running hypotheses

4. Collect and select the data

- account for the possible limitations

5. Analyse the data and draw conclusions

- - - - Sort and match useful and relating data Check reliability Elaborate hypotheses Draw initial conclusions

6. Transform Data into Intelligence

Develop sample research plan

Mushroom markets in Germany Gasket Market in Europe The plan should cover all the key issues/ questions to be answered, sources of information, deadlines and expected deliverables, hypothesis from the research

Sample Market Research Plan

Market Germany Mushroom Ques*ons/Topics Sources Deadline Summary/hypothesis/conclusion 15th Oct Priority segments? Feasible segments? Segments fresh, TradeMap, CBI, dried, preserved, Internet Search restaurants, supermarkets, processing indutry Market Access CBI, EU helpdesk , FAO Codex Alimentarius , Standards bureau DistribuQon Channel

30thOct

Tari 0%, CE Marking, HACCP, EUREP GAP

Internet search and 15th Nov web verQcals +interview horQculture assoc. MNS, supermarket 20th Nov sites, phone calls Trade ow analysis, 25th Nov web verQcal news, associaQon web sites, etc.

Importer Wholesaler Supermarket Importer Processor

Current prices CompeQQon trends

CompeQQon is rife, mainly from Poland.

Sample Market Research Plan

Market Gaskets Ques*ons/Topics Segments Sources AYer market, Light vehicles, motorbikes CBI, EU helpdesk + ACMA, standards bureau Deadline Summary/hypothesis/conclusion 15th Feb The right segments?

Europe

Market Access

20th Feb

Tari 0%, CE Marking, ISO 9,000 & 14,000, OHS, CSR

DistribuQon Channel Current prices CompeQQon trends

Internet search and 22nd Feb web verQcals +interview ACMA Web catalogues, phone calls 25th Feb

Importer Distributor Fi^er

AYer market price is half of original market?

Trade ow analysis, 8th March CompeQQon is rife, mainly from Auto component China. news, associaQon web sites, etc.

Search and post-search tips

Search effectively
Use advanced searches Think about which keywords Dont fall for distractions Follow a market research plan Maintain strategic thinking in process

Know your sources

Search and post-search tips (cont.)

Organize your source information well
Take your time to analyse and catalogue sources Bookmark with clear categories and labels Use social bookmarking as a team

Let the well knock at the door of the thirsty

Collaborative tools
Social book marking Google alerts RSS feeds netvibes.com, shrook

Social bookmarking
E.g. Del.icio.us (Delicious.com, CiteULike, BibSonomy What is it? Online bookmark sharing Advantages
Access from anywhere Tags Search others tags Search others bookmark collection

e.g. http://del.icio.us

Search others tagged bookmarks

See what else they have bookmarked

Develop a catalogue for useful sites

Prepare your own info source directory before research