Market Research – Orientation

Transition: Product ………………Brand

Target Audience Positioning

Product per se
Communication

Brand
Promotion
Price

Name Pack
 Research Beyond Brand
Gaps/Opportunities Threats

Consumers/
Customer Our strengths

Market
Growth Competition
Strengths

Trend Players
Need for a science called Market
Research
Positioning Tab Spec

Primary Research
Researcher

Secondary Research Questionnaire

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 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

Tab
TabSpec
Specfrom
from Data
Researcher DataAnalysis
Analysis Data
DataProcessing
Processing Team
Team
Researcher

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

Develop
Developcommunication,
communication,
Develop
Developconcept Concept
concept ConceptTest
Test
having
havingproduct
productdescription
description

Name
Nametest,
test,Pack
Packtest,
test,
Product Product
Product Producttest,
test,Total
TotalOffer
Offer
Test
Test
Stages in a product life cycle:

STM–Product,
STM–Product,Price,
Price,Pack,
Pack,
Just
Justprior
priorto
tothe
thelaunch
launch Communication
Communication

Launch
Launch
Post
Post Launch
Launch

Product,
Product,Ad
Addipstick
dipstick
Product,
Product,Communication
Communication (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