Timetable for session 2

Defining the market research problem

Reading and discussion of Harley Davidson case
Research design (snapshot)
The life cycle of every research

BREAK

Session Brief preparation

assignment working in groups
brief presentation
Session Proposal preparation
assignment working in groups
brief presentation

Research methods (snapshot)

New consumer and approaches

1
DEFINING THE MARKET RESEARCH PROBLEM 2
Defining the Problem
and Developing an Approach

3
The Process of Defining the Problem and
Developing an Approach

Tasks Involved

Secondary
Discussions Interviews Data Qualitative
with with Analysis Research
Decision Maker(s) Experts

Environmental Context of the Problem

Step 1: Problem Definition

Management Decision Problem

Step 2: Approach to the Problem

Analysis, Specifications of
Define Interpretation, Research Informations
Graphical approach Hypotheses Neded
Objectives Questions

Step 3: Research Design

4
HOW TO DEFINE MARKET RESEACH
PROBLEM EXAMPLE!!!

Discussion 20 min.
Would you go to invest to expand the production?

Why yes? Why not?

What would you expect from the research?

Did you expect these results?

What would you do if you do not have

enough time to conduct so huge research?

Can you think of similar example?

Why do you think they relied on research results?

5
EXAMPLES!!
1. The management decision problem was:
Should we invest and launch the new nonalcoholic drinks on the market?
The marketing research problem was to determine which customers segments would
be interested in the new product?

2. The management decision problem was: we are losing the market share of our best
product? Is there a problem with product performance?
The marketing research problem was to examine the whole category and the main
competitors? What is the purchase pattern within a category? How shoppers react to the
product/category?

3. The management decision problem was: should we invest in a TV commercial for our
products?
The marketing research problem was to explore perception and the brand image and the
product/category?

6
RESEARCH DESIGN (SNASHOT) 7
Question?

What is a good research offer? How to

Recognize good offer? What does it
contain?

8
 Clients answers…

What is a good research offer?

directly complies with the needs of the Client
offers additional features and methodologies suggested
by the agency
research goals that will be covered by the offer

description of methodology and sample (quota)

the term of translating the research and the deadline for
delivering research results
price

9
Question?

What is good research report?

How would you explain with your
own words?

10
Clients about reports …

Report which can help to solve bussines problem

Useful results
Aplicable results
Report with answers on what? and what now?

Good research results?

results obtained through relevant methods,
made on the relevant sample

background and objectives of research, methodology

detailed elaboration of results, recommendations
and conclusions
11
When the market research can go
in the wrong direction !
• Bad problem definition
• Not understanding of research brief
• Inappropriate methods used
• Poor implementation of the research itself poor fieldwork
• Result interpretation
• Use / misuse of research by decision makers
• The time period between data collection and marketing action

12
THE LIFE CYCLE OF EVERY RESEARCH 13
 The life cycle of
Brief every research!!!
Report
Proposal

Insights
generating Questionnaire

Analysis Fieldwork
Data
analysis

14
Brief

15
 Brief

Report
Proposal Research brief!

Insights
generating Questionnaire

Analysis Fieldwork
Data
analysis

16
Brief is a short documet from the client with main research
goals etc...

The standard brief usually consists:

• Business reason for the research

• General and specific goals of the research
• Target If the brief does
• Methodology not contain these
elements, we have
• Market of the research to spek with our
• Timeline/deadlines client

• Price
• Deadlines for the proposal
17
Brief, let’s see some examples…

The brief can be: Format: How:

Usually comes from the

detailed word format person dedicated for the
short PowerPoint market research in the
mail company
oral brief

example…
18
 WRONG, WRONG, WRONG BRIF…

BRIEF 1

We would need a survey about company perception (we had presentation 6 month ago), so
we have decided to do proper research in autumn. Can you please prepare the proposal for
us?

BRIEF 2
We would need proposal today. We are interested in premium brands.
How does a shoppers buy (does he mention, first, the brand or the category)?
Finally we would like to found out the strength of our brand?
We do not want to do big research, is it possible to provide web survey or something like
that and ask shoppers which brands they know / buy/like?
19
Exercise _brief preparation

Please define the brief for the research, the brief has to consist the
following elements:

1. Background about research – market category

2. Previous conducted research if possible
3. Research goals/objectives
4. Decisions that will be made cording to the research
5. Questions that research has to answer
6. Target group/users/brands/services
7. Methodology proposal
8.
9.
Testing materials in needed
Research country/region
Exercise 30 min.
10. Timeline

20
Group 1 - Innovation – the new product in the category of coffee
Group 2 – Brand Tracking (continuous tracking of brand performance CSD category)
Group 3 – New commercial test (retailer)
Group 4 – Image perception of pharmacy brands for skin

Brief presentation and discussion

21
Proposal

22
 Brief

Report
Proposal Proposal!

Insights
generating Questionnaire

Analysis Fieldwork
Data
analysis

23
The definition of the problem is needed in the stage of the
proposal. We have to actively think of how to transform the
business problem to the research problem it is not always
easy ..

The results have to be applicable in reality ... because the best

research which lies on the bad definition of the problem or
misunderstanding is waste of time and money ...

EXAMPLE…
24
The offer or quotation are the
research proposal that came from
the agency to the client prepared
according to the client brief…

The proposal has to consist:

Understanding of the research

Background about research
Research objectives
Methodology explanation and reasons
Sample – how many, who
Timeline of the research
Investment

25
The offer or quotation are the
research proposal that came from
the agency to the client prepared
according to the clients brief…

The proposal has to consist:

Output definition table report, ppt.

presentation, workshop)
Research team
References - experience of the previous
research
Agency presentation
Terms and conditions
Any USP if we have one – benchmarks etc. 26
Kick off meeting – once we received the information that we get a job… 

We should do the following…

Meeting with the client and research stakeholders

The client can give you more context about research, some additional data regarding
category for better understanding of the business problem
Confirmation of the methodology, respondents, price, target

Discussion about timeline and the research flow

Discussion about output…

27
Exercise – proposal
preparation 30 min.
Please define the proposal for the research, it has to consist the
following elements:

The proposal…

 Background about research

 Research objectives
 Methodology explanation and reasons
 Sample – how many, who
 Output definition
 Timeline of the research
Exercise 30 min.

28
Exercise – proposal
preparation 30 min.
Group 1 - Pricing research for facial creme brand
Group 2 – Image perception of a shopping center
Group 3 – Post test for new commercial campaign – flavored water
Group 4 – Customer satisfaction study – FMCG retail

Proposal presentation and discussion

29
RESEARCH METHODS (SNASHOT) 30
MARKET RESEARCH METHODS

1. Secondary Research (Desk research)

• Information that is already publicly available

• Information that has already been collected for
some other purpose

31
 METHODS

Qualitative (Why?) Quantitative (How much?)

FOCUS GROUPS, IDI’S QUESTIONNAIRE
• More in depth; How? Why? • Questions: What? How?
• Explorative - deeper insights How much?
• Descriptive - words and • Measures and numerical
photos indicators
• Instrument: Discussion • Questions and answers
2. PRIMARY
Guide are controlled (closed
RESEARCH
questions and answers
• Advantage: group synergy structure)
• Small samples • Statistically reliable
• Huge/big samples
PRIMARY RESEARCH QUALITATIVE AND QUANTITATIVE
- TYPES OF RESEARCH

• Most research projects (general or business population)

1 • Representative samples
Research on population

• Shopping accompanied
2 • Mystery shopping (obective as possible)
Observational research
• Measuring real-life behavior through an artificially created situation
3 (eg store shelves)
Controlled experiment • Pre and Post Test Advertising / Central Location / Usability Study

• Statistical modelling (big data)

4 • Statistical prediction (big data)
Scientific deduction
OUTPUTS

Qualitative (Why?)
„THE MATURE AND
MAN”: AMBITIOUS:
Yuppie
DESIRABLE:
Masculine man
Quantitative (How much?)
Young and
attractive Elitist Firm
Snappy Womanizer Good
dresser Attractive, beautiful, Owns a yacht
and nurtured Likes women
womanize Aims high, who is who and and they like
r how much money they him
Popular have is what matters to Gallant
Entertaine him Radiates
r Chooses who he will hang maturity and
Very out with – only the chosen stability
desirable one Dominant and
Drives a Stays at the party till the popular
Ferrari end – it is important to be Knows what he
seen wants
• These brands fit in better at the elite party.
• This are higher „class” brands and more appealing
to men, but they do not all have the same status. LOUD:
Axe and Old Spice have the most positive image, Yuppie
while Gillette, L’Oreal and Garnier have an image of Womanizers
brands who are trying to hard to be seen and Metrosexual
popular and as such are not totally acceptable. A bit
• All these brands are noticed, but the main intrusive,
difference is that Axe and Old Spice are attractive insidious
and the party and others come to them, while other Not likeable
three brands attract attention to themselves, seduce Drinks
and are trying to hard to be Axe and Old Spice. brandy
Stays till the
end
METHODS OF MARKET RESEARCH (CATI – COMPUTER
ASSISTED TELEPHONE INTERVIEW quantitative

• Relatively fast and price-efficient / popular in

• Central instructing
• Geographically Dispersed Pattern
• Greater degree of anonymity (from f2f, for
example)
• Automatic dialing
• Interviewer work in time
• Limited Question Length (up to 20 minutes)
• It is more difficult to establish closeness with
the respondent
• Inability to show material or ask very complex
questions
• Household growth only with mobile phones
• Increasing market saturation ie lower
"response rate"
Face-to-face (METHODS OF MARKET RESEARCH
quantitative
• Ability to establish a relationship with the
respondent
• Possibility of implementing longer and more
complex questionnaires
• Possibility of showing the material
• Despite CAPI's relatively slow fieldwork
• Possibility of bigger creatives in creating
preparation
questionnaires
• A traditionally expensive organization and
• Can be made in different locations (home,
implementation (far more people involved)
street, store, workplace ...)
• Field difficulties due to dispersal of sample
• CAPI enables monitoring of the field
points
implementation process
• Duration of the fieldwork
METHODS OF MARKET RESEARCH (CAWI- COMPUTER
ASSISTED WEB INTERVIEW ) quantitative

• Lower survey costs

• Simply track "response rates"
• Possibility of direct contact with the
respondent
• Possibility of showing the material • Lack of completing the survey
• Quick feedback • Not suitable for all target groups (internet
population only)
• Browser / Software incompatibility
(technical issues)
DIFFERENT APPROACHES FOR DEEPER
UNDERSTANDING CONSUMERS
Virtual Reality
Simulation

N 4. COL
1. ASK 3. LISTE LECT
Q ua l & Q u ant edia Transa
Social M ctional
• S ho
pp er La 5. MEASU
• Con b R E
Online Diaries & trolled
Mobile/ S t or e t Implicit
es t s responses
Digital • Sc a
Ethnographies 2. OBSERVE nne d • Eye trac
pur c ha king
Physical & Digital • E l ec
s es • Biometric
tronic s s
• Ethnography al es • Neuro-
• Online Tracking marketing
• GPS Tracking 49%

28%
42%

36%

35%
49% COUNTER REDMEAT

34%

25%
59%

32%
47%

23%
COUNTER - MEAT / DELI / CHEESE

48% 55%

29%
59% 48%

14%
46%

14%
35%
SWEETS

14%
29% 33%
# 31%

31%

43%
BAKERY

22%

BAKERY
43% 25%

35% F&V 26%

BAKERY

BAKERY
35% 5%
19%
30% 8% 26% 12% 7% 8%
10%
37% 30%
35%
11%
35%

FRUITS ANDVEGETABLES

FRUITS ANDVEGETABLES
11%
33%
6% 32% 31%
13% 8% 9% 32%
34% 10% 27%
13%

CONFECTIONARY

CONFECTIONARY

CONFECTIONARY
18%

NON-ALCOHOLIC BEVERAGES
22%

NON-ALCOHOLIC BEVERAGES
40%
28%

NON-ALCOHOLIC BEVERAGES

NON-ALCOHOLIC BEVERAGES
FROZEN

FROZEN

FROZEN
28%

DIARY
16% 36% 11% 27% 15% 10% 10% 5% 17%

BABY
35%

DRY

DRY

DRY

DRY
24%
F&V
43%

36% 13% 28%

20%
10% 29% 19%
14% 11% 11%
22%
43%

35% 12% 28%

20%
16% 20% 13%
45% 17%
13% 11% 11%
51%
35% 15% 29%
51%

CONF.
15%
34% 9% 23% 17% 12%
14% 13% 13%
32% 20% 31%
F&V 51%
51%

42% 41% 37% 33% 41% 28% 27% 29% 30% 19%
51%
6%

AKCE
30% 42% 44% 50% 52% 36%
36%
15%

CHEM. ASSORTMENT

CHEM. ASSORTMENT
23% 18% 13% 14% 14% 18% 27% 30% 30% 21% 15%

23%
23% 12%
12% 8% 13%
6% 7% 8% 14% 16% 12% 9%
7%
13%
10%

SALTY BAKEDGOODS
CHEM. ASSORTMENT

CHEM. ASSORTMENT

CHEM. ASSORTMENT

CHEM. ASSORTMENT

CHEM. ASSORTMENT
13% 12%

BEERS
8%

CONFECTIONARY

CONFECTIONARY

CONFECTIONARY
9%
6% 8% 12% 15% 12% 6%
12%
10%
8%

PETFOOD

PETFOOD
19% 11%

SPIRITS

BEERS
WINE

WINE
8% 9%
17% 10% 6%

DRY

DRY
9% 11% 16% 12% 6%

CHEM. ASSORTMENT

CHEM. ASSORTMENT
51%
11%
29% 8%
14% 7% 8%
16% 8%
7% 12% 16% 11% 6%

11%

8% 8%
20% 19% 22%
18% 8% 7% 11% 14% 11% 6%
10%

NON-ALCOHOLIC BEVERAGES
15% 8%
17% 22% 23% 13% 4% 12% 15% 11% 8% 14%
10%

51%

NON-ALCOHOLIC BEV

NON-ALCOHOLIC BEV

NON-ALCOHOLIC BEV
19% 33% 37% 44% 41% 39% 21% 21% 21% 31%
32%
32% 26% 17% 15%
31%
56% 58% 54% 49% 43% 38% 31%
#
31%
SOFTLINE
47% 47% 56% 56% 58% 58% 54% 54% 49% 49% 43% 43% 38% 38% 31%

SALE
3%
9% 7% 4%
47%

5%
4% 5% 5% 4%

38
 Sample
Questionnaire
Methodology
b2c, b2b
The representativeness
Target group
Analysis
Report...

Segmentation Market research

Usage & Attitude (Terms) Consumer Insight
Pricing Shopper Insight
Customer satisfaction Customer Journey
Image study Business Intellegence
Mystery Shopping Innovation&Digital
Brand tracking ... Strategy
Data integration
Experience points....
NEW CONSUMERS AND APROCHERS 40
Data visualization

46
Data visualization

47
Data visualization_Example 1

Online platform for

tracking the main
KPIs
Usually used in
continuous research

48
Data visualization_Example 2
Online platform for
tracking the main
KPIs
Usually used in
continuous research

49
Data visualization_Example 3

50
Data visualization_Example 4

51
Data visualization_Example 5

52
Data visualization_Example 6

53
 Timetable for session 3
1. Secondary data - reports available on loomen

2. Introduction to your task for this session (1h)

working in groups 4 groups

Read the data (available on Loomen - Data

interpretation Global- GfK-survey_Cooking

Prepare summary in ppt.

Report presentation 10 min. each group (4

groups)

54