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Marketing research defined

The systematic collection of information on existing or potential markets for analysis and subsequent action

Why do we need marketing research

Make the right choice Deliver the best to your customer Minimise risk Maximise your profits

British airways. Service rethinking

Research conclusions. Business customers dont care about the service on board - just want to sleep Marketing decision: Option of having dinner at the airport and a possibility to sleep on board Result: British Airways is one of the leading airlines in world

Dove. Product repositioning

Research conclusions. Most women are not happy to watch only young and perfect bodies in advertising Marketing decision: To alter the typical advertising clich. Result: Cannes Lions award

Marketing research =
Market research Consumer research

Market research case

A french manufacturer of sausissons Le Parisien is looking to develop its foreign operations and head for Asia. Asian markets are booming and at a first glance Indonesia sounds like a good idea to begin with. What kind of information about the indonesian market Le Parisien should be looking for.

Market research Market research Market size Market segments and their share Market and segment leaders and their positions Competition: Brands and their positions, Variety Prices, distribution channels Trends

Your sources of information

Government statistics institutions Trade associations Internet Research companies Wherever you can!

Market size

Market size
Market size

Volume of product consumed


Market size
Volume of product consumed

= Production + Import - Export

Market potential
Potential market capacity

Current market capacity

Market size potential

Volume of product consumed

Number of consumers

Consumption standards

Raise awareness Raise your customer

Market size potential

Consumption standards


Standard use (1 serving)

Communicating different consumption situations

Forming consumption standards

Market capacity potential

Volume of product consumed

Initial Additional purchase purchase

Repeat purchase

Raise awareness Stimulate trial Free samples Welcome bonuses Give money

Product range Accompanying products or service

CRM Discounts New products Product modernisation

Where to start

If you dont know where you are going, It doesnt matter which route you take The Cheshire cat

Objectives What do you need to know?

Points to consider

Method Sample Analysis

How best you will get the results? From who?

What will you do with the information? Resources Budget, etc/

Be specific and precise A well described problem is half of the problem solved Keep the objective simple Be honest with yourself Examples: Why the sales of product X are low? Why people buy product X? What do they like about it? What the dont like? Why people dont buy? What they dont like in it? What product do they buy? If they bought it previously why did they stop (very valuable information)

MARKETING RESEARCH plays 3 functional roles:

Descriptive function (presenting facts about something. E.g. what is the historic sales trend in the industry? What are the consumers attitudes toward a product and its advertising?) Diagnostic function (where data is explained, e.g. What was the impact on sales when we changed the design of package?) Predictive function (How can we best take advantage of opportunities as they arise in the ever-changing marketplace?)

Depends on the objectives and budget Qualitative research Quantitative research Monitoring Experiments Examples: A focus group is a qualitative method A hall-test is a qualitative\quantitative method Survey research qualitative method

Secondary research

Primary research

Depends on the method of research Influences budget Much smaller in qualitative research, bigger in quantitative research Examples: A focus group would typically consist of 8-12 people A hall-test 100-150 people A survey 100-500 people

Depends on the type of research and research objectives Examples: Focus groups you have the scripts of what people said and conclusions+recommendations A survey result would be numbers averages, numerical conclusions


Qualitative research

Bla, bla bla

Qualitative research

Used to describe attitudes, feelings and motivations, good to generate hypotheses Is unstructured Is not subject to quantification Examples: Why do you like this milk? How does this advertising make you feel? What the word fashion means to you?

Quantitative research How many fingers do you see?

Quantitative research

Used to describe facts, preferences, prove hypotheses Provides digital data Is subject to statistic analysis Examples: How often do you go food shopping? How many times a day do you drink tea? Do you agree that coffee is not good for you?

Dyhotomous questions. Do you eat meat? Example: Yes/No Likert scale. Is this a good movie? Example: Strongly agree-agree-neither agree nor disagree-somewhat disagree-Strongly disagree Rating questions. Example: Rate from 1 to 10 how you much you are satisfied with the weather today? Where 1 very satisfied, 10 very unsatisfied Multiple-choice questions. Which brands do you use? Example: a) Timotei, b) Pantene, c) Clear. Open-ended questions Example: Why you dont like this type of juice?

Most often type of research

Consumer insights\Consumer satisfaction research Product\brand research Advertising research

Focus groups

Most often used methods

Hall tests Interviews Mystery shopping Consumer panel Retail audit


Consumer panel


Mystery shopping

And who can do all the research for me?

Research companies

Client and agency

Filter the agencies and choose the most appropriate Fill in the research brief with objectives Analyse the commercial offer the research methods, sample configuration, budget Give feedback to the questionnaire, guide, incentives, etc. Control the research in the field Get the results

Receive the brief, and suggest the most appropriate methods to the research objectives. Discuss with client . Design screener/questionnare/gui deline. Find the resources: interviewers/moderators Recruite respondents Present results

Tips and tricks

I swear Im telling you the truth

vs. Pepsi Coke

Tips and tricks for you


3) Always do a pilot test

4) Ask the right questions