Exciting slides for better understading of market research

2. Marketing research defined
“The systematic collection of
information on existing or
potential markets for analysis and
subsequent action”

3. Why do we need marketing research

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

7. British airways. Service rethinking
• Research conclusions. Business
customers don’t 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

10. 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 cliché.
• Result: Cannes Lions award

13. Marketing research =
Market Consumer
research research

14. 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.

15. • 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

16. Your sources of information
• Government statistics institutions
• Trade associations
• Internet
• Research companies
• Wherever you can!

17. Market size

18. Market size
Market Volume of
size = product
consumed
x Price
?

19. Market size
Volume of
product
consumed
= Production + Import - Export

20. Market potential
Potential market capacity
Current
market
capacity

21. Market size potential
Volume of
Number of Consumption
product
consumed
= consumers х standards
Raise awareness
Raise your customer

22. Market size potential
Consumption Standard use
standards = Frequency х (1 serving)
Communicating different Forming consumption
consumption situations standards

23. Market capacity potential
Volume of
product = +
Initial Additional
purchase purchase +Repeat
purchase
consumed
Raise awareness Product range CRM
Stimulate trial Accompanying Discounts
Free samples products or New products
Welcome bonuses service Product
Give money modernisation

25. Where to start

26. “If you don’t know where you are going,
It doesn’t matter which route you take”
The Cheshire cat

27. Points to consider
Objectives • What do you need to know?
Method • How best you will get the results?
Sample • From who?
Analysis • What will you do with the
information?
Resources • Budget, etc/

28. Objectives
• 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 don’t like?
• Why people don’t buy? What they don’t like in it? What
product do they buy? If they bought it previously why did
they stop (very valuable information)

29. 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?)

30. Methods
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 qualitativequantitative method
• Survey research – qualitative method

31. • Secondary research
• Primary research

32. Sample
• 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

33. Analysis
• 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

34. QUALITATIVE
VS.
QUANTITATIVE

35. • Qualitative
research
Bla, bla bla

36. 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?

37. Quantitative
research
How many
fingers do
you see?

38. 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?

40. • 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 don’t like this type of juice?

41. Most often type of research
• Consumer
insightsConsumer
satisfaction research
• Productbrand research
• Advertising research

42. Focus groups

43. Most often used methods
• Hall tests
• Interviews
• Mystery shopping
• Consumer panel
• Retail audit
Interview

44. Consumer panel

45. Hall-test

46. Mystery shopping

49. And who can do
all the research
for me?
Research
companies

50. Client and agency
• Filter the agencies and choose
the most appropriate • Receive the brief, and
suggest the most
• Fill in the research brief with
appropriate methods to the
objectives
research objectives. Discuss
• Analyse the commercial offer with client .
– the research methods,
• Design
sample configuration, budget
screener/questionnare/gui
• Give feedback to the deline.
questionnaire, guide,
• Find the resources:
incentives, etc.
interviewers/moderators
• Control the research “in the
• Recruite respondents
field”
• Present results
• Get the results

51. Tips and
tricks
I swear I’m
telling you
the truth

53. vs.
Pepsi
Coke

55. Tips and tricks for you
• Try
4) Ask the
right
3) Always questions
do a pilot
test