Market Research Orientation

Market Research – Orientation

Transition: Product ………………Brand Target Audience

Positioning

Product per se

Communication

Brand Promotion

Price

Name

Pack

Research Beyond Brand Threats

Gaps/Opportunities Consumers/ Customer

Our strengths

Market Competition Strengths

Growth

Trend

Players

Need for a science called Market Research Positioning Primary Research

Tab Spec

Researcher Questionnaire

Secondary Research Data Entry Data capture Client

What is Market Research ? Client Brief

Researcher

Research Proposal

Researcher

Commission Research

Researcher

Questionnaire Design

Researcher

Brief Field Team

Researcher Contd….

What is Market Research ? Researcher Researcher

Tab TabSpec Specfrom from Researcher Researcher

Data DataCapture Capture

Field Field

Data DataCoding Coding

Coding CodingDept Dept

Data DataEntry Entry

Data DataEntry EntryDept Dept

Data DataCleaning Cleaning

Data DataProcessing Processing Team Team

Data DataAnalysis Analysis

Data DataProcessing Processing Team Team Contd….

What is Market Research ? Data DataAnalysis Analysis

DP DPTeam Team

Interpretation Interpretation

Researcher Researcher

Report ReportWriting Writing

Researcher Researcher

Presentation Presentation

Researcher Researcher

Client ClientCo-ordination Co-ordination

Researcher Researcher

Researcher Touch Points Client Client

Scripter Scripter Researcher Researcher Field Field

Coding Coding

Data DataProcessing Processing

Stages in Product Life Cycle (PLC) Pre Pre Launch Launch IDEA IDEA

Develop Developcommunication, communication, Develop Developconcept concept having havingproduct productdescription description

Product Product

Clinics/ Clinics/Sequential Sequential Recycling Recycling––Qualitative Qualitative

Concept ConceptTest Test

Name Nametest, test,Pack Packtest, test, Product Producttest, test,Total TotalOffer Offer Test Test

Stages in a product life cycle: STM–Product, STM–Product,Price, Price,Pack, Pack, Communication Communication

Just Justprior priorto tothe thelaunch launch

Launch Launch Post Post Launch Launch Product, Product,Communication Communication

Product, Product,Ad Addipstick dipstick (Brand (BrandHealth HealthCheck) 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