Third Year Bachelor of Fine Arts – Applied Arts Semester - V
Theory of Communication Design -III
Asst. Prof Samata Bendre
• What is Research ?
• Research is a systematic process of discovering new
knowledge, or using existing knowledge in a new
way to create new concepts, methodologies, and
understandings
• Marketing and Market Research
• Marketing- Marketing refers to the activities a
company undertakes to promote the buying or selling
of its products or services
• Market Research - Market research is the process of
collecting vital information about a company’s target
audience, market, and competition.
• Types of Market Research
• 1. Primary Market Research:
• Primary = original, first-hand; Primary research is any
type of research that you collect yourself.
• Examples :
• surveys,
• interviews,
• Observations
• Archaeological artifacts.
• Scientific data and reports.
• 2. Secondary Market Research:
• Secondary research is a type of research that has
already been compiled, gathered, organized and
published by others.
• Ex. Customer surveys and feedback
• Internet, books,
• biographies.
• dissertations.
• newspaper editorial/opinion pieces.
• What is the difference between quantitative and qualitative?
• The main difference between quantitative and qualitative research is
the type of data they collect and analyze.
• Quantitative data:
• Quantitative research collects numerical data and
analyzes it using statistical methods.
• The aim is to produce objective, empirical data that can
be measured and expressed in numerical terms.
• Quantitative research is often used to test
hypotheses, identify patterns, and make
predictions.
• Advantages of Quantitative Research
• Collect Reliable and Accurate Data
• Quick Data Collection
• Wider Scope of Data Analysis
• Eliminate Bias
• Disadvantages of Quantitative Research
• Testing models are more difficult to create.
• More expensive than other forms of testing.
• Challenges with Measurement and Sampling
• Limited Flexibility
• Qualitative Data
• Qualitative research, on the other hand, collects non-
numerical data such as words, images, and sounds.
• The focus is on exploring subjective experiences, opinions, and
attitudes, often through observation and interviews.
• Qualitative data can be observed and recorded. This data type is
non-numerical.
• Advantages of qualitative data
• It helps in-depth analysis
• Understand what customers think
• Rich data
• Disadvantages of qualitative data
• Time-consuming
• Not easy to generalize
• Dependent on the researcher’s skills
Product Research
and
Competitive Research
• What is product research?
• Product research is the process of understanding and
studying a product to make it better. It involves
exploring what users need and want.
• Teams gather information to improve the product's
features and design. Researchers use methods like
surveys, interviews, and data analysis to get insights.
• The goal is to create a product that meets customer
needs. It helps teams make informed decisions,
reduce risks, and enhance user satisfaction.
• Concept testing -Concept testing is the process of
surveying customers about your product idea to
determine how they feel about it. ...
• Price testing.
• One of the most important features of a product is its
price.
• Product tests.
• Focus groups.
• Product demos.
• Product surveys.
• Concept testing-
• Concept testing is very versatile and can be used to evaluate
customer responses to many different aspects of your product.
• Price testing
• Product tests
• Before you release your product, you can test-market it in limited
areas to study how it may perform.
• Focus groups
• Hold a focus group of people who use your type of product. You
can ask them questions regarding how they feel about different
aspects of your product, such as price, quality and user-
friendliness. You may choose to use surveys or conduct third-
party interviews to eliminate the chance of bias in your
interviewing.
• Product demos
• After you’ve researched the market, competitive products and
potential customers, create a test model of your product. You
can present that model to a group of potential customers to get
their feedback.
• Product surveys
• A product survey is an effective way to learn how
potential customers feel about your product
• Importance of product research
• Product research gives your product its best chance of
success.
• Product research also helps you develop goods that have a
higher value and bring innovation to the market.
• Minimizes Risk of Product Failure (ex. Iphone 16)
• Identifies Market Opportunities
• Helps in Creating Effective Marketing Strategies
• Informs About Competition
• Supports Decision Making
• Product survey questions : Product survey is a tool that a
company can use to learn what their users think about
their products
• How often do you use our products?
• Which features are most valuable to you
• How would you compare our products to our competitors’?
• What important features are we missing?
• What are you trying to solve by using our product?
• What other types of people could find our product useful?
• How easy is it to use our product?
• How would you rate the value for money?
• How likely are you to recommend this product to others?
• How could we improve our product to better meet your needs?
Competitive Research
• Competitive Research
• Competitor research, also known as a competitive
analysis, is the process of identifying and
evaluating competitors to understand their
strengths and weaknesses.
• Types of competitors
• Direct competitors: A timeless example of two
companies in direct competition is Coca-Cola and
Pepsi, whose flagship products target the same
audience (mass market) with the same problem
(thirsty) and with the same solution (a sweet, cold
drink at a low price point).
• Indirect competitors: Indirect competitors compete for the
same users with the same problem but offer different
solutions.
• An example of indirect competitors is Domino’s and
McDonald’s. While they both sell different products (pizzas and
burgers), they target the same audience: hungry customers
looking for a quick and affordable meal.
• Partner competitors: Business partners who partner in one
aspect of their business but compete in other business areas
can be called partner competitors.
• An example of partner competitors can be Alexander Wang and
Adidas. The two companies collaborated and created clothing
items and footwear.
• Alternatives: Alternatives don’t compete for either the same
users, problem, or solution. They offer customers choices when
they make buying decisions.
• n example of alternate products is Nikon, the camera company,
and Wacom Intuos, which makes creative pen tablets.
