Getting To Know You

Presented to:
Thammasat University
23rd September 2009

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 Agenda
• Introduction – a little about me
• So what is “Market Research”?
• So which research models do we use?
– Quantitative Research
– Qualitative Research
• Observations versus Insights
• A case Study
• Q&A

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 Who Am I?
• Born in UK
• Working and living in Thailand since 1999
• Been in Asia since 1995
• Worked in advertising / insights for 20 years
• Saatchi & Saatchi
• JWT
• Dentsu
• McCann Erickson
• Engage
• Worked on brands such as Microsoft, L’Oreal, Wall’s Ice
Cream, Coca Cola, Chivas Regal, Toyota, Acer, amongst
others
• Hobbies include “people watching”, golf, creating websites
• Married with one “luuk kreung” child

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So what is market
research?

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 The media world has exploded

Elevator
Household PDAs Mail Branded Sceens Customer Service Telemarketing Fax
Advertising

Retail Point of Sale

iTV Viral Mail Radio Television Magazines
Face-to-Face

Branded Mobile Placement/ Product

Delivery Fulfillment Event/ Sponsorships Outdoor Newsprint
Phone Sites Sampling

Full-page Branded Web Bar Code Screens on

Banner Ads Branded CDs
Banners Content Scanner Exercise Bikes

Image Content
PVRs Mobile Mkt. Branded Games PDAs Telematics
Scanner

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 Brands “battle” for engagement
yesterday today

vs. vs. +

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 The consumer is proactively in command

• A dynamic, proactive, involved, expressive, consumer

– Heavily immersed in the internet
– Increasingly mobile in communications and entertainment
– In control of intake and output across multiple channels
– Participates in virtual networks
– Shares opinions more than ever … and has an audience
– Generates content

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The Importance of Information

Marketing
Competition
Environment

Customer Needs Strategic Planning

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Definitions

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 i ng so l utions The gath
pr oa ch to find ering and
iv e ap v o lves data rega evalu
An o b je c t
i n m arketin g . In
a rc h and rding con ation of
m s e s e preferenc sumers'
to proble q u an t itative r ar k e ters' es for pro
e a n d el p m ducts an
qualitativ the findings to h diences. services. d
of eir au
analysis e a c h t h
st t ar g e t and r Mark
be e
colle t Resear
ct ch
partic ion and a is a sys
u n te
and/o lar targe alysis of matic, ob
r t d je
Marketing
research is some environm market, c ata abou ctive
gathering, r the systema s form ent. I ompe ta
ecording, an ti e
c c of t a ti tio
about issue d analysis o de ondary r data coll lways inc n,
s relating to f das es ec o
and service marketing p is tak researc earch (o tion whe rporates
s. The term rodcuocltlse h) or ften r ther
interchange is commonly ct e d p rim ef err it be
d with mark d irect a r ed
however, ex et research from y researc to as
pert practitio ; a res h
draw a distin ners may w pond which
ction, in tha ish to ent.
is concerne t market rese
d specificall arch
while marke y with mark
ting researc ets,
specifically h is concern
about mark ed
eting proces
ses.

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Getting inside
people’s
heads

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 So let’s look at the
different types of research

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Essentially divided into 2 areas

QUANTITATIVE

OBSERVATIONAL

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 Is all about numbers / measurement:
How much market share…
How many people think….
QUANTITATIVE How many people saw…
How many people would buy….
Fixed Questionnaires
Telephone
Face to face
Post
Internet
Intercept / street interviews

Is all about softer issues / exploration:

Why people do things…
Why do people think the way they do….
QUALITATIVE
How do people react to things…
Discussion Guidelines
Interviewing skills to draw opinions
Depth Interviews (one on one)
Focus Groups
Mainly done face to face
Telephone
Internet

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 The Importance of Sampling
• Both techniques are based on the notion of sampling to identify who
to talk to
• A group of people drawn at random from all the people in your
chosen market
• Care is required when selecting your sample in order to avoid bias
and misleading results
– If you chose respondents from a telephone book, you miss out
all ex-directory individuals (tend to be wealthier)
• Sample size depends on the type of survey you are undertaking

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Quantitative Research

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 Quantitative
A numbers game that is all about
measurement:
Market size
Market share
Penetration
Market growth rates

It can also be used to find out:

Attitudes
Satisfaction
Commitment
etc

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QUANTITATIVE The Questionnaire is all important

• Quantitative research relies on the questionnaire and it should be at

all times administered the same way, word for word, for each
respondent.
• Questions that have double meanings should be avoided at all costs
as should those that leave the respondent unable to answer.
• Should be short and to the point yet should retain a logical flow
• It should be designed with analysis and presentation in mind
– can I use the results in a meaningful way?
– have I covered off key market metrics?
– can I segment and classify the different parts of the market?

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 TV Radio NSP Mags OOH Cinema Transit
100% 13204
14040
8191
9962
90% 30053 42034
25630
19342
27189
24834
80%
70%
60%
50%
334892 375878 347852
40% 257462 186911

30%
20%
10%
0%
2001 2002 2003 2004 YTD 2005

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 Soap category has no apparent
seasonality

80
70
60
2001
Rp. Billion

50
2002
40 2003
30 2004
2005
20
10
0
Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

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 Example most desired product features
% INDEX
HIGH IN MILK 70 147
Kids Format LOW IN SUGAR 51 114
LOW IN FAT 48 114
ALL NATURAL 58 110
SOURCE OF VITAMINS/ MINERALS 59 110

main satisfaction associated

% INDEX
TO NOURISH MY KID 61 155
Stick- Cup Sandwich Slice
Our Hero Cone TO GIVE MY CHILD SOME EXTRA
Biscuit Bread ENERGY
58 142
Wrong pic TO REWARD MY CHILD 52 119
Mother Format TO SOOTH MY CHILD 48 118

Ingredients Technology enablers

1. Body Active Calcium

2. Pro/Pre Biotic
Tub Brick Multipack 3. DHA, BHA
4. Omega3
5. Vitamins

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 Quantitative

Perhaps the most important part of Quantitative Research is the analysis and
reporting once the survey has been completed.

It is probably fair to say that most quantitative studies are under-analyzed

usually because of time constraints.

Analysis is NOT about segmenting and sub-segmenting data into millions of

different sub groups looking for tiny gems of information.

Analysis should be about cross referencing one measure against another

within the same survey
• average sales size for your company against your competitor
• what proportion of your customers are active in a market

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 Quantitative

The better the analysis, the shorter the questionnaire and presentation will
be, because it becomes more focused on important matters rather than just
interesting ones
In order to be successful at this, the analyst needs to have a thorough and
deep understanding of what the business is about and what the audience
needs to hear

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Qualitative Research

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Qualitative In Action

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 Qualitative Research
• Qualitative has become the glamourous element of the research process

Politicians Companies

To test new policies or To test products and

keep track of public adverts to see if
opinion message is getting
across

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The qualitative
researcher must
become a detective
who looks for clues
and motivations as
to what really
drives a market by
using a range of
qualitative
techniques

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A Qualitative researcher will
seek out:

Motivations
Desires
Beliefs
Ways of Thinking
Words of description

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He / She will also look for gaps or
missing pieces of information

What types of people are in tune

with an idea
Paradoxes
Consistencies

He / She will explain why people

say one thing and then go and do
totally the opposite

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 Aims
• To look for clues that explain behaviour and
attitudes by developing a discussion

• Get people to talk through in their own words how

they see a particular idea or product area

•At all times avoid bias

•At all times probe beneath the surface of a subject

and tease out the contradictions

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 Ingredients of Qualitative Research

Depth Interviews
Focus Groups
Video Observation
In-situ studies
Long term on-line discussions

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 Depth Interviews
• Normally used for business to
business research

• Normally conducted face to face

but can be done by phone also

• Normally lasts one hour

• Directed conversation that’s very

open ended in order to encourage
opinion

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Focus Groups
• Normally 6 to 8 people brought
together for a discussion
• Typically lasts for 90 minutes
• Discussion arises amongst
participants spontaneously
• Moderator uses a discussion
guide and stimulus materials
– Magazines
– Photos
– Concept boards

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Observational Studies
• Increasingly popular with
advertising agencies looking for
an extra spark of reality
• Researcher lives the life of the
respondent by following them
and recording their behaviour
• Instead of asking what role a
mobile phone plays in their lives
they actually see it and record it
for themselves
• Can be accompanied shopping
trips etc

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Tools Required

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 Discussion Guide
• A list of the topics and related
questions that need to be covered

• Should have a clear view and

purpose of the research. What are
we trying to find out and why?

• Starts with generic / broad topics

and narrows down into a focused
area

• Should build a rapport with the

respondent

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Stimulus Materials
• To aid the discussion, stimulus materials
can be used to provoke comments at
various points

• Can also consist of non-visual materials

such as tasks, role playing or building a
collage

• The aim is to elicit information that

otherwise may remain hidden
– E.g. If some describes a brand when
making a collage, using pictures of
burnt our cars or men in uniforms

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Recording & Transcribing
• Even though the researcher may believe that
they have heard everything during a
discussion, in practice the ability to record and
review the session is essential

• Videos can provide excellent presentation

materials when reporting to the client

• To Review - A respondent may have been

trying to say something entirely different to
what was transcribed at the time

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 Analytical Framework
• Some researchers view themselves
as the consumers’ mouthpiece and
just report what was actually said.

• Others believe that their job is to

interpret what has been said and to
develop a theoretical framework or
model

• In practice, both happen.

• Analysis quality is totally dependent

on the expertise and experience of
the researcher.

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 Specialized Qualitative Research
• Qualitative covers a wide range of techniques, approaches and
ideas

• Different types of research objectives or market requirements can

necessitate specialized research

– Brand and marketing development

– Customer relationship research

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 Brand & Marketing Development
• Most qualitative research focuses on testing of
advertising, packaging, product concepts and
brand positioning

• With use of specialist stimulus materials and

hybrid research techniques however, skilled
researchers can explore what the brand means
and what is possible with the brand

• This can include diaries and observation

combined with interviews

• Outcomes of this type of research will result in

brand positioning statements and new
campaigns with new angles

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 Customer Relationship Research
• Rather than focus on the
brand or market itself,
customer relationship
research focuses on events
and stories surrounding a
relationship with the aim to
identify gaps and
opportunities

• This research looks at touch

points between the consumer
and business and talks about
what happened, what worked
and what can be improved

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Observations versus Insights

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Consider this consumer profile

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I am a working mother with two young children. My life involves
juggling my time so that I can properly look after my family.
My day starts early as I have to prepare breakfast for everyone
before they go to work or school. After I finish that, I have to
rush to get myself ready for work. My house is chaotic in the
mornings!

Even in the evenings after I finish work I have household chores

to do before I can go to bed like cleaning, cooking, washing and
ironing.

Despite all these pressures I face, I feel as though I should

show the world that I am a good mother and that I can keep my
household organized. It is important to me that other people
think I am a good mother.

My kids are the most important thing in my life. I want them to

grow up into being good human beings. If they do that, then I
have done my job as a mother well.

I want my kids to be well rounded and have as many

experiences in life. I know it causes me more work, as I am
always cleaning up after them and making sure they are well
turned out, but it is worth it in the end as they can have the
chance to get on in life. The smile on their faces proves this.
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What is the insight here?

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• Mothers have to multitask in order to get things done

• A mother has no time for herself

• Dad’s are lazy

• Kids are the most important thing in moms’ lives

• Mother’s want approval from others

• If my kids are happy, I know I am a good mom

• Kids experiencing many things helps them become good people

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I am a working mother with two young children. My life involves
juggling my time so that I can properly look after my family.
My day starts early as I have to prepare breakfast for everyone
before they go to work or school. After I finish that, I have to
rush to get myself ready for work. My house is chaotic in the
mornings!

Even in the evenings after I finish work I have household chores

to do before I can go to bed like cleaning, cooking, washing and
ironing.

Despite all these pressures I face, I feel as though I should

show the world that I am a good mother and that I can keep my
household organized. It is important to me that other people
think I am a good mother.

My kids are the most important thing in my life. I want them to

grow up into being good human beings. If they do that, then I
have done my job as a mother well.

I want my kids to be well rounded and have as many

experiences in life. I know it causes me more work, as I am
always cleaning up after them and making sure they are well
turned out, but it is worth it in the end as they can have the
chance to get on in life. The smile on their faces proves this.
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 Let’s Look Again
• Mothers have to multitask in order to get things done

• A mother has no time for herself

• Dad’s are lazy

• Kids are the most important thing in moms’ lives

• Mother’s want approval from others

• If my kids are happy, I know I am a good mom

• Kids experiencing many things helps them become good people

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 The answer is…….

None of the above!!

They are basically all just observations. There is no deep
insight here. An insight is a meaningful, deep differentiator
– a nugget - that distinctively applies to that core target
group.

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Keep asking the questions…
WHY & WHAT FOR???

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 The real insight is…….

DIRT IS GOOD

The insight does NOT have to be implicitly be quoted by the

consumer. It is the nugget behind what they imply.

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And which brand used this insight?

Breeze Excel
Laundry Detergent

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An Example of Qualitative Research

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MY MEDIA
March 2008

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TODAY’S MEDIA
1. Modern / Hi-tech means of advertising i.e., moving, more
than one dimension.

Nokia Trivision @ Siam Square

“Banners have better quality, they have more dimensions
and movements ;therefore, make them more attractive/ ป้าย
มันมีคณ
ุ ภาพมากขึ ้น มีมิติ ขึ ้นลง ขยับได้ มันดึงดูดมากขึ ้น”
Female High School Student
“In the past media will only be in leaflet style ;for example, giving loan,
diet pills. But now media is more interesting and new/ สมัยก่อนม้ นเป็ น
สไตล์แบบ ปล่อยเงินกู้ ลดความอ้ วน เดี๋ยวนี ้มันแปลกใหม่ขึ ้น น่าสนใจขึ ้น”
Female High School Student

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TODAY’S
Today’s media
MEDIA
2. Becoming more creative / smart

“They look smart” มันดูฉลาด” Male University Student

“For example, at Siam Square instead of putting poster on a wall but they build a chair with a Panda
and when we sit on it ,it like panda is sitting next to us it so cute” อย่างเก้ าอี ้ที่สยาม แทนที่จะแปะ
โฆษณาอย่างเดียว เค้ าก็ทำเป็ นแพนด้ ามานัง่ เป็ นเพื่อน มันน่ารักดี” Female High School Student
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TODAY’S
Today’s media
MEDIA
3. The Hi-So Approach

Building Style by Toyota

Pepsi Shaker screen

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Building wrap Coke bottle on top of Siam Center
TODAY’S MEDIA
Today’s media
4. Relevant to lifestyle

“When I watch AF eating mama on TV it makes me wants to eat

mama like them too / อย่างดูเอเอฟแล้ วเค้ ากินมาม่า บางทีเราก็อยากกิน
ตาม” Female High School Student

“I don’t have time to watch TV so having screen on the BTS it’s a

good idea ไม่มีเวลาดูทีวี ก็มีสกรี นในรถไฟฟ้า ดีนะเวลาเบื่อๆ”
Female High School Student

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TODAY’S MEDIA
Today’s media
5. More fashionable :colorful, designs, graphic.

“If the color is standout so it caught my eyes / สีสนั สวย มัน

แบบแว่บเข้ าตา” Female High School Student

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III.MY MEDIA
 What types of media teens are look out for
 The youth mindset and media implication

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 THE YOUTH MINDSET

Trendy is a must

Born with a city life

Multi-tasking is a norm

They seek for acceptance

Technology is natural to them

Freedom is their aspiration

Diversity is a rule
They need to have fun!
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“I’m different – just like my fiends”
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 BE NEW !
• Teens seek out for anything ‘trendy’. Media need to response to
these emotional needs.

“ For example, like posters in the store sometime the promotion has
already expired but they still haven’t pull out the poster yet / อย่างป้าย
ผ้ าใบตามร้ าน บางทีโปรโมชัน่ หมดไปแล้ วเค้ ายังไม่ออกเลย” Male High
School Student

“In the noodle shop they put it for too long till the color is faded so it
looks like garbage. Or just be there to shoe off / ตามร้ านก๋วยเตี๋ยว ติด
จนซีดแล้ ว มันดูขยะ ไม่ยอมเลาะออกสะที มันเหมือนไว้ โชว์พาวเฉยๆ” Male
High School Student

“If they’re not new so I wouldn’t pay much attention to them, I'll buy the
one that I wanted to buy in the first place / ที่ร้านนำ เค้ าก็จะแปะไว้ คือถ้ า
ไม่ใช่แบบของใหม่อะไร ก็ไม่ได้ สนใจ คือซื ้ออันเดิมที่เราอยากจะซื ้ออยูแ่ ล้ ว ”
Female High School Student
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 BE
Be exciting! EXCITING !
• What’s ‘cool’ today is getting ‘cold’ the next day. New idea is
always a must!

“อย่างถ้ าวันนี ้เราเห็นอะไรใหม่มนั ก็แปลก แต่พอซักพักมันก็มีซ ้ำ

แล้ ว มันเหมือนต้ องคิดอะไรที่แปลกใหม่ตลอดเวลา” Male
University Student

“Media is not the thing that we looking for so they have to be

really standout to grab attention / มันเหมือนเป็ นสิ่งที่เราไม่ได้
อยากจะค้ นหาอยูแ่ ล้ ว แบบมันต้ องโดดออกมา แบบโดนจริงๆ”
Male High School Student engage
 BE COLORFUL
Be colorful! !
• In the minds of teens, color makes things stand
out. It gets their attention.

“Color caught the eyes, make everybody feel happy and

make it doesn’t look too formal / มีสีมนั ทำให้ ร้ ูสกึ มึความสุข
สะดุดตา ไม่ฟอร์ มอลไป” Female High School Student

“In the evening when they start open the light it makes
banner look more beautiful / ตอนเย็นๆเค้ าก็เริ่มจะเปิ ดไฟตรง
ป้ายมันก็จะดูแบบน่ามอง ดูสวยขึ ้น” Female High School
Student

“White and black is too bland ,normal and it’s like they don’t make
any effort / ถ้ าสีขาวดำ มันก็ดจู ืดๆ เรี ยบๆ ดูไม่ลงทุน” Female High
School Student
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 BE CONCISE !
• With variety of messages presented in their lives,
teens want right to the heart communication.

“Even cream I still don’t know what they put in it, I'm
too lazy to read / อย่างใช้ ครี มผมยังไม่ร้ ูเลยว่ามันผสมอะไร
บ้ าง ขี ้เกียจอ่าน” Male High School Student

“Sometime I didn’t pay attention at it 100% so if it very

details who will read it?? / บางทีเราแค่มองผ่านๆ ถ้ าเห็นเป็ น
ตัวหนังสือพรึดๆใครจะอ่าน” Female University Student

“I don’t like lots of words it like I have to summarize it again by myself, I

wonder who will actually read it / ไอ้ พวกตัวหนังสือเยอะๆนี่แบบน่าเบื่อ อ่าน
ไม่เข้ าใจ เหมือนต้ องมาสรุปเองใหม่” Female High School Student
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 BE PERSONALIZED !
• The more you personalize, the more the media
becomes interesting.

“They should be different between media not that they’re all the
same like in the TV, if it is then I will over look it / มันควรจะต่างกัน
ในแต่ละสื่อ ไม่ใช่อะไรๆก็เหมือนในทีวี มันน่าเบื่อ มองแล้ วก็ผา่ นเลย”
Male High School Student

“Like in a movie theater that has ads that encourage people to turn
off their mobile phone before watching a movie, I kidda enjoy it /
อย่างในโรงหนังที่แบบโฆษณาว่าไม่ให้ ใช้ โทรศัพท์ มันก็ดเู พลินขึ ้นดี ”
Male High School Student

“Example like on a bus it will has a sentence that caught attention such as “try to get in the university is harder than tying to get on a
bus” from a movie Final score or to encourage people to exercise “Get off 1 stop before your destination” อย่างรถเมล์เงี ้ย เค้ าก็มีแบบ
คำพูดที่อา่ นแล้ วโดนแบบ เข้ ามหาลัยยากกว่าการแย่งขึ ้นรถเมล์ ของหนังไฟนอลสกอร์ หรื อให้ ออกกำลังอย่าง ลงก่อนถึงเป้าหมายหนึง่ ป้าย”
Female High School Student
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 BE HISO !
• Teens want to associate themselves with the hiso
image, projected from the chosen media.

“Place is also relevant if it on BTS then it will look hiso high

quality / สถานที่มนั ก็เกี่ยวนะ แบบถ้ าตรงรถไฟฟ้ามันก็ดไู ฮ แบบมี
ระดับ มีคณุ ภาพ” Female High School Student

“If it in expensive magazine it will look superior / ลงในแมกกาซีน

แพงๆมันก็ดดู ี” Female University Student

“It look extravagance and gigantic so they probably use a lot of money to make
it / ดูอลังการ ดูแบบอันใหญ่ คงใช้ เงินเยอะ” Female University Student
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 BE FUN (AND FREE) !
• Fun is what teens live up to, especially when it
comes with some giveaway.

“I like free stuff especially when they have a game and then
they give away gift / หนูชอบของฟรี แบบเล่นเกมส์แล้ วแจกของอ
ย่างเงี ้ยดี” Female High School Student

“Like when I walk at Suan Jattujak and they give me a new

flavors drinks, make me want to try / อย่างเดินสวนแล้ วเค้ าแจก
น้ำรสใหม่ๆ มันเหมือนเราก็อยากกิน” Male High School Student

“I like when One2call held a concert at school it fun and I can

play games at game booth / วันทูคอลจัดคอนเสิร์ทที่โรงเรี ยนอย่าง
เงี ้ย มันส์ดี แล้ วเค้ าก็มีซ้ มุ ให้ เล่นด้ วย” Male High School Student

“Sometime when they held an event and lots of people are gather around ;therefore, it make me want to know what’s happening in
there บางทีเวลาเค้ าจัดงานแล้ วคนเยอะๆ มุงๆกัน เราก็จะอยากรู้วา่ มันคืออะไร” Female High School Student
engage
 BE INTERGRATED !
• Each media plays different roles, it’s an integral
communication.

“Normal banners along the street I think they just only try to emphasize us
and make us remember the brand / ป้ายๆยี่ห้อธรรมดาตามถนน มันก็เหมือน
ให้ เราเห็นให้ ชินๆเฉยๆ” Female University Student

“Sometime ad on TV is not details enough for example mobile phone we will

only know that it’s beautiful but still don’t know their functions so I have to
go to the shop anyway / บางทีในทีวีมนั ยังไม่ละเอียด อย่างมือถือเราก็จะเห็นว่า
มันสวยดี แต่ก็ยงั ไม่ร้ ูวา่ มันสเปกยังไง หรื ออย่างเห็นโปรมือถือมันก็ต้องไปดูรายละ
เอียดที่ช้อปอยูด่ ี” Female High School Student

“TV ad has the content if it cool I will tell my friends about it but it would be weird if I tell my friend about the
billboard / อย่างในทีวีมนั มีเนื ้อเรื่ อง ถ้ ามันเจ๋งเราก็จะเอาไปพูดกับเพื่อน แต่ถ้าอย่างบิลบอร์ ดอย่างงี ้มันคงประหลาดถ้ าจะเอาไป
เล่าให้ เพื่อนฟั ง” Male University Student
engage
Thank You

engage