THE CHAIN OF INPUT  PROCESS  OUTPUT

FOR MARKETING INSIGHTS PROJECT

June 1st 2019

1
 THE CHAIN OF INPUT  PROCESS  OUTPUT
FOR MARKETING INSIGHTS PROJECT
•Clear & accurate
•Client’s Brief (1) Defining Client’s strategic question
•Discussion with Problems (or •Clear, achievable,
Client Opportunities ) verifiable,
(Unstructured & & Formulating complete research
messy issues) Research Objectives objectives that
identifies main
(3) Preparing & Well-structured& variables of the
Presenting Research well outlined study
Proposal research design
based on
Thinking
Research proposal Framework & (2) Developing
that is well- Analytical Model Research Design
structured & well that are relevant to
presented with problem structure,
sensible project coherent, easy to
costing & schedule explain,
that is approvable to understand &
to apply
(4) Preparing Research
Project
 THE CHAIN OF INPUT  PROCESS  OUTPUT
FOR MARKETING INSIGHTS PROJECT
•Project guideline/
(4) Preparing manual that is clear, (5) Data
complete & well-
Research Project Collection
structured
•Project materials &
aids that are easy to
use & timely
available

•Qualitative data summary that provides

useful substantive points/statements & ideas
covering all relevant dimensions of the
(6) Data enquiry that are usable for further in-depth
Processing analysis & interpretation.
•Quantitative data that are accurate, valid &
reliable collected through efficient, effective
& economical methods & met the deadline

(7) Data Procession 3

 THE CHAIN OF INPUT  PROCESS  OUTPUT
FOR MARKETING INSIGHTS PROJECT
(6) Data Processing

• Well processed qualitative & quantitative data should facilitate further in-
depth analysis through assurance legibility, completeness, consistency and
accuracy of entries
• Tabulated quantitative data are concise, attractive, easy for
comprehension and easy for comparison between (sub)-groups.
• Visualized data clearly facilitates sense-making, helps discovers
“relationships” and helps communication with user/client

(7) Data Analysis

•Analyzed qualitative data has been conducted through relevant principles &
procedures; categories found have been incorporated in the thinking
frameworks; or the categories found have enriched/ enlarged the initial
framework., in such a way as to facilitate in-depth & mutli-angled
interpretation
•The analyzed quantitative data has been based on a robust strategic
framework, and the relationship between data/info & business
problems/opportunities has been clarified; data/info have ben looked from
all possible angles; all metrics have been analyzed in combination
simultaneously; is conducted in strictly objective manner. 4
 THE CHAIN OF INPUT  PROCESS  OUTPUT
(1)FOR MARKETING
The findings have beenINSIGHTS PROJECT
interpreted objectively; the
interpretation has linked the findings to the solutions for client’s
(8) Delivering Results: Interpretation, Insights 

decision options; logical consequences have been

appropriately considered
(2) Insights have been drawn in such a way as to open options
Actionable Recommendations

for actionable recommendations. Key characteristics of insights

have been well complied with, namely it is
•Truthful (without being too obvious)
•Compelling (without being too preachy)
•Empathetic (without being presumptuous)
•Illuminating and expanding people’s minds,
•Helping the client to understand better their product/brands
and customers
•Inspiring client to do further innovative actions
•Laying the groundwork for implementation
(3)Actionable recommendations proposed meet the following
criteria: (a) high likelihood of positive impacts to client’s
business & (b) feasibility (as per client’s resources &
constraints ( to be put into client’s consideration 5