Market Research – Orientation

Transition: Product ………………Brand

Brand

Name Pack

Price

Communication

PositioningTarget Audience

Product per se

Promotion

Research Beyond Brand

Market

Trend Players

Competition Strengths

Our strengths

ThreatsGaps/Opportunities

Consumers/ Customer

Growth

Need for a science called Market Research

Data capture

Primary Research

Secondary Research

Client

Researcher

Questionnaire

Tab Spec Positioning

Data Entry

What is Market Research ?

Client Brief Client Brief

Research ProposalResearch Proposal

Researcher Researcher

ResearcherResearcher

Commission Research Commission Research ResearcherResearcher

Questionnaire DesignQuestionnaire Design Researcher Researcher

Brief Field Team Brief Field Team Researcher Researcher

Contd….Contd….

What is Market Research ?

Data Capture Data Capture

Data CodingData Coding

Field Field

Coding Dept Coding Dept

Data EntryData Entry Data Entry DeptData Entry Dept

Data Cleaning Data Cleaning Data Processing Team Data Processing Team

Data Analysis Data Analysis Data Processing Team Data Processing Team

Researcher Researcher

Tab Spec from Researcher

Tab Spec from Researcher

Contd….

What is Market Research ?

Data Analysis Data Analysis

InterpretationInterpretation

DP Team DP Team

Researcher Researcher

Report Writing Report Writing Researcher Researcher

Presentation Presentation Researcher Researcher

Client Co-ordinationClient Co-ordination Researcher Researcher

Researcher Touch Points

Researcher Researcher

Client Client

Scripter Scripter

Field Field

Coding Coding

Data Processing Data Processing

Stages in Product Life Cycle (PLC)

IDEA IDEA Clinics/ Sequential Recycling – Qualitative

Clinics/ Sequential Recycling – Qualitative

Pre Launch Pre Launch

Develop communication, Develop concept

having product description

Develop communication, Develop concept

having product descriptionConcept TestConcept Test

Product Product Name test, Pack test,

Product test, Total Offer Test

Name test, Pack test, Product test, Total Offer

Test

Stages in a product life cycle:

Just prior to the launchJust prior to the launch STM–Product, Price, Pack, Communication

STM–Product, Price, Pack, Communication

Launch Launch

Post Launch Post Launch

Product, CommunicationProduct, Communication Product, Ad dipstick (Brand Health Check)

Product, Ad dipstick (Brand Health Check)

How Can You Contribute?

Questionnaire • Screener

• Quotas

• Single coding/ multiple coding

• Most often

• Share

• Scales

• Routing instruction

• Sensitive questions

DP • Stick to analysis plan / tab spec

• Heading/ Base/ Table , Qn no.

• Average, wherever necessary

• Logical checks

• Single coding responses, scaled responses, MOUB – where %

should add upto 100.

• Order of imagery/statements to be consistent across brands

• Do no suppress rows unless asked for