Using Research to Inform and Drive Your Strategy
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Transcript of Using Research to Inform and Drive Your Strategy
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Using Research to Inform and Drive Your Strategy
Purdue UniversityJuly 30, 2009
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Why Marketing Research?
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Why Marketing Research?
• Because it’s the basis of marketing
• Because you are not your consumer (student, parent, alumni, donor)
• Things change
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Why Not Marketing Research?
• We can’t afford it
You can’t afford not to do it
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Marketing research is an investment, not a cost!
• Lifetime value of a consumer
• How many students will you need to attract to pay for the research?
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You Are Not Your Customer
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You Are Not Your Consumer
• How many have college degrees?
• How many years have you worked for your institution?
• How many spend more than 40 hours a week?
• How many think about work on the way in?
• How many think about work on the way home?
• How many think about work on vacation?
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Things Change
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Things ChangeThe School Picture Quiz
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Types of Research
• Qualitative
• Quantitative
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Qualitative Research (1 of 2)
• Focus groups
• One on one interviews
• Bulletin boards
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Qualitative Research (2 of 2)
• Used to generate ideas
• Used to explore feelings
• Used to back up quantitative research
• Cannot be projected to a larger population
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Never Ever, Ever, Ever, Ever…use focus groups to create marketing strategy
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Quantitative Research
• Standard survey
• Can be projected to a larger population
• Requires a random sample
• Can be blind or open
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Who Should You Research?
• Faculty/staff• High school students• Parents of high school students• Alumni• Present students• Business community• Donors• Guidance counselors
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What Should You Research?
Basic• Awareness• Brand Image
• You• Your competitors
• Importance of key variables• Performance on key variables
• Of you• Of your competitors
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What Should You Research?
Optional questions
• Private vs public
• Attractiveness of religious affiliation
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What Should You Research?
Advanced
• Price sensitivity
• Capital campaign feasibility studies
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What Should You Research?
Specific
• Retention
• Admit/non admit
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PresentationA Picture is Worth a Thousand Words
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Importance and Performance Overall Comparison
A C D E FB
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Importance and Performance Xavier University
Quality Web Site
Recommended by ParentsStrict Entrance Requirements
Quality Varsity Athletic Programs
National Reputation
Opps for International Exposure/ExperienceRange of Community Service OppsSmall Average Class Size
Quality Literature about College
Diverse Student Body
Opps to Connect/Be Involved in Campus Community
Emphasize Ethics/Personal Values in TeachingRange of Student Social Opps
Range of Opps to Develop as a Leader
Quality Dorm & Housing FacilitiesPersonal/Individual Attention
Reasonable Tuition/Board FeesAccess to Technology on Campus
Financial Aid Available
Quality Faculty
Range of Courses/Majors Safe/Secure Campus
Quality Academic Facilities: Libraries & Classrooms
2.8
3.2
3.6
4.0
4.4
4.8
3.0 3.2 3.4 3.6 3.8 4.0
Performance
Importance
High Importance & High PerformanceHigh Importance & Low Performance
Low Importance & High PerformanceLow Importance & Low Performance
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Performance Gap Between Xavier and College A
Quality Varsity Athletic ProgramsNational ReputationProvide Quality Literature about CollegeOpportunities for International Exposure/ExperienceDiverse Student BodyRecommended by ParentsBroad Range and Variety of Courses and MajorsOpportunities to Connect with and Become Involved in the Campus CommunityQuality Web SiteQuality Academic Facilities Such As Libraries and ClassroomsAccess to Technology on CampusFinancial Aid AvailableQuality Dorm and Housing FacilitiesBroad Range of Opportunities to Develop as a LeaderBroad Range of Student Social OpportunitiesStrict Entrance RequirementsReasonable Tuition and Board FeesBroad Range of Community Service OpportunitiesSafe and Secure CampusQuality FacultyEmphasize Ethics and Personal Values in TeachingPersonal and Individual AttentionSmall Average Class Size
0.740.47
0.300.27
0.260.18
0.160.14
0.120.110.11
0.040.040.03
0.010.00
-0.01-0.02
-0.04-0.06
-0.10-0.14
-0.17
-0.20 0.00 0.20 0.40 0.60 0.80
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How Do You Use Research
• Create marketing strategy
• Coordinate brand strategy
• Fine tune communications
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Who Should Do Research?
• Professional firms
• Lots of experience
• Expensive (but worth it?)
• You
• Qualified faculty
• Alumni/AE
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Brand Building
• Is a step-by-step process
• Requires knowledge and discipline
• Involves the entire institution
• Major brands spend a lot of money on brand marketing and go to enormous lengths to maintain a consistent voice across all channels
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Integration is the Process
• Begins with brand audit
• Involves a marketing team
• Ad Hoc faculty research team
• Vet the findings continuously
• Create a Micro-site where results are posted and interaction can take place
• Town Hall meetings
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Phases of Brand Process
1 2 3 4 5
Strategic Review Brand AuditBrand
ComponentsCreative
DevelopmentImplementation
Plans
• Organization’s Strategic Plan: Vision/Direction/
Objectives/KRA’s• Current
Customers/Products/Partners
• Business Model (Operational, Financial, Revenue/Profit Summary)
• Market Review• Competitive Review• Current Market
Positioning• Current
Communications• SWOT Analysis
• Brand Vision• Brand Positioning• Brand Pillars• Brand Personality• Brand Experience• Brand Promise/Slogan,
Key Brand Messaging• Strategic Imperatives
• Brand Design• Brand Mandatories• Graphic Standards and
Guidelines
• Objectives• Strategies• Target Markets• Tactics• Budget/Resources• Performance Measures
Research: Management/Staff/Partner/Key Stakeholder Interviews
Research: Market/Customer Research
Research:
Strategic Validation
Research: Market/Focus Group Testing
Research:
Performance Measurement
OUTCOMES
PHAS
ERESEARC
H
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Research
• Helps determine market perceptions• Helps understand perceived strengths and weaknesses• Helps set performance benchmarks• Helps develop effective approaches
“The great obstacle to progress is not ignorance but the illusion of knowledge.”
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“On the whole, knowing is better than not knowing.”
Thank you!