THANH AN – TUONG VY – KHANH THY

Research

RESEARCH an organized and systematic

way of finding answers to

questions.

Right question Asking right question is a work of science and art • To define the

purpose/objective of a research.

• To define the information need.

• To focus and drive all the research process.

Right question is key to right answer.

When doing a business, the leader/marketer who plans the whole business strategy, have to ensure they are doing the right thing first, then they can do the thing right.

So, how to know that you are doing the right thing?

Well-Organized Before doing a market research you have to organize well and plan for it. • To limit and focus to the

specific questions. • And to have effective

investment with the

timeline and budget.

Right - system: Research is a systematic process including methods and structures. For each question, you have to follow right specific methods and structures.

Right - answer: Is the result of 3 initial factors: right question, well organized and right system. Right answer including data and fact which will support the marketing decision making, help you do the right thing to do the things right

Market research is needed now to give right and useful information which can support your marketing decision - making in doing business.

1. WHY DO MARKETERS NEED MARKET RESEARCH?

Market research is

useful

Points to action that must be taken on Product, Price, Promotion, Place; to how best to exploit an opportunity.

It aims to reduce the risk inherent in making marketing decisions in this new and complex environment.

The 4 main information needed areas

in a market research Consumer

information need

Market information

need

Brand/product information

need

Trade information

need

Market monitoring: Give the tracking of market structure, brand performance and consumer buying behavior. →Example: Brand Health check, Retail audit, Brand launch monitor

The 4 KEY ROLES

of market research

or Why do

marketers need market

research?

Strategic understanding: Give strategic understanding about a market and countries in which a brand operates. It relates to consumers, customers and the relationship between consumer and brand/ product within a specific market. → Example: U&A research, Consumer segmentation...

Idea development: Give screening experiments and dig - deeper to idea’s real essence, probing and learning about consumer’s interest in an idea (a product, packaging, advertising, campaign or even a new brand). → Example: Bar test, Prototypes...

Mix evaluation: Give evaluation of the market potential of mix ideas/ concepts to reduce risks and support right decision making. → Example: Consumer panel such as Product test, Preview, Inno-check, Stimulated Test Market, Shopper understanding test, Retail satisfaction test...

EXAMPLE

ABC SMARTPHONE COMPANY IN VIETNAM

Strategic understanding: Need to understand the smartphone market in Vietnam: Understanding whole

smartphone category, Vietnamese consumer smartphone overall usage & attitude, their behavior and perception about technology and smartphone To exploit insights

and opportunities to product portfolio, brand building strategy…

Idea development: After strategic understanding, they find insights and get a new idea to produce a

new smartphone line for Vietnamese young people. Now marketer in ABC company need to dig – deeper to idea’s real essence to build the perfect

smartphone for their target consumer.

Mix evaluation: After launching the smartphone, they need to evaluate their work, know about

their product & advertising strengths and weakness, estimates the market potential to next innovations

Market monitoring: And Continuously they need to understanding their performance. Their brand

health, their consumer buying behaviors

- Desk research, Market intelligence about Vietnam smartphone market

- Vietnamese consumer U&A research in smartphone category

- Consumer segmentation

- Concept test/ Bar test for new brand/ product/ advertising ideas

- Checking new smartphone product by using Prototypes.

- Product test to identify the weakness to improve

- Evaluate the advertising results - Innochecks to ensure the

innovation resources

- Brand launch monitor - Brand health check - Retail Audit

2. TYPES OF MARKET RESEARCH

Market research types

Desk Research

Customized research

(Primary research)

Qualitative Research

(Secondary Research)

- Face to face

- Intercept

- Online Survey

Quantitative Research

(Secondary Research)

- Focus Group

- In depth interview

- Ethnography

Trade research Media research

Qualitative Research

Quantitative Research

- For exploring markets and brands - For developing

ideas/concepts/products - Diagnosing problem areas

- Bringing and putting things

together in terms of how and why

- Understanding, n’ explaining

- For testing preference in products - For evaluating the success of a launch

campaign - For measuring the potential of a new

product/market

- Providing descriptive parameters (who, what, when, where, how many)

- - Describing and measuring/counting

3. RESEARCH in INNOVATION PROCESS

A survey form directly with customers in order to check the results of DESK RESEARCH, or check the suitability of the product.

A survey form seeking information one way, available information with the aim to understand the needs of consumers and market trends. Sources for this survey can be found in the survey report available.

The information relevant to a company 's target consumers.. It helps company have accurate and confident decision-making, specially on strategic decision.

A process of defining strategy. It identifies internal and external effects and opportunities to help us consider right strategies and tactics

Market information: - Retail audit data - Consumer panel data To find market opportunities.

INNOVATION PROCESS

Continuous Research : the research was repeated over and over again to find out the changes and new market trends , market opportunities as well as new competitive threats

Survey -Trend analysis, -Consumer world servey Based on information available from internal or external of company, analyzing the current and future trends, analyze routine shopping, social life of consumer in category. MARKET

INTELLIGENCE STRATEGIC PLANNING

SECONDARY RESEARCH .

STEP 1: INFORMATION

PLATFORM

INN

OV

ATI

ON

PR

OC

ESS

Concept Screening (based on quantitative research): -Consumer panel

-U&A research help us decide market penetration strategy We alsose those researches to find out validation and verification of information, parameters conclusions found by the concrete proof

MARKET INTELLIGENCE

PRIMARY RESEARCH .

STEP 2: IDEAS

3. RESEARCH in INNOVATION PROCESS

Idea Generation & development (based on qualitative research): -Focus group We use those researches to analyze consumers ‘ habit, behavior and market conditions in order to truly understand the problem/ need gap/ barrier of consumers/ category,...

STRATEGIC PLANING

PRIMARY RESEARCH

.

Strategic planning - -Focus group

- Consumer panel often use some researches

based on consumers ‘ behavior and tendency to make decision of whole

strategy of new product/ brand ideas (which includes: product concept,

communication concept, 6P,....).Those researches in strategic planning help

strategy matches consumers’ taste and stands out in the

market, in competition with others competitors

STEP 3: IDEAS

Quantitative Research -Final concept test

-Product Test -Pack Graphic test

-Simulated Market test: To assess the magnitude of market size,

the magnitude of potential customers and receive their degree for the product

/ brand. From there, companies can have more information to make

decisions in order to reach an agreement

on the content and form of the product

/ brand. .

PRIMARY RESEARCH

.

Feasibility study and market research can check the market

assumptions that support the marketing plan-Qualitative

research ( used to survey: concept testing, product testing,

communication testing,...) those research help company check whether the product concept,

communication concept,... relevant of the ideas

relevant to consumers and market or not.

INN

OV

ATI

ON

PR

OC

ESS

STEP 4: CAPABILITY

Communication

pretest: To measure the

reaction of members of

the intended audience to

the concepts and

messages of innovation

‘s ideas, before final

production

SECONDARY RESEARCH

STEP 5: LAUNCH

Check the consumer approval,

which can be indicated with:

-U&A research

-Brand health check

-Media rating

-Retail Audit (reflect: +volume/ value sales& share +price& purchase +stock +distribution) The result after analyzing those

researchs may lead to some

change in launching to keep up with the market reaction.

3. RESEARCH in INNOVATION PROCESS

PRIMARY RESEARCH

.

4. RESEARCH BRIEF

What is a research

brief

Document describing the need

A guide for a comprehensive proposal

The starting point for marketing research project

Elements in a

research brief

1. Business objective: → What business decisions will be made based on this study? Where the company intends to be? at some specific time in the future? What is to be achieved and when results are to be accomplished?

2. Research background → What led to the request for research? Including relevant key learnings and materials about marketing/ brand issues.

3. Research objective: → What key issues must the research explore and address in order to make a sound Marketing decision?

4. Action standards: → How will the information obtained be used to make a decision?

5. Key information to be obtained: → What specific questions do I need to ask?

6. Respondent requirements: → Who do we intend to talk to get the information we need?

7. Segment Breakouts required: → What specific respondent groups will I need analysis on?

8. Deadline and Deliverable required

9. Key contact

1. Research Background & Business Objectives: • BRAND A is a premium range of quality fragrances and toiletries for the young females. It competes with Brand B & Brand C in shampoo category. • BRAND A is planning to launch a new product range to be made available in shampoo category. • The new fragrance will enhances female appearance, gives her good smell, feel confident, amongst peers particularly with the males

2. Research Objectives

• To find the winning fragrance formula which perform the best among the 2 candidates at 2 action standards: Overall Liking & Strength of Fragrance → Long Lastingness In 5 Stages: General → Sniff → During was → Post wash – wet hair → Post wash – dry hair

3. Action standards: A fragrance formula will be launched if at least 50% of total respondents like the fragrance in all 5 stages: General → Sniff → During was → Post wash – wet hair → Post wash – dry hair

4. Respondent requirements & Segment Breakouts required -Female from 18 - 25 years old. -Class ABC -Education : at least High-school -Occupation : any -Live in rural area (at least 10 years living in target area). -Main decision maker in buying FMCG product in household -No any research attention within last 3 months

7. Key contact MTK: Mr Hùng Võ CMK: Ms Vy Finance: Mr Giang Nguyễn

•COMPARE W/T CURRENT USED BRAND Fragrance in overall Fragrance while sniff Fragrance during wash Fragrance post wash – wet hair Fragrance post wash – dry hair Fragrance – long lasting Rating on product function attributes

• SNIFF Overall liking of fragrance in general Reason of liking product fragrance Reason of disliking product fragrance Strength of fragrance in general Rating on fragrance attributes

• USE Overall liking of fragrance in general Liking of fragrance - during wash Liking of fragrance - post wash, wet hair Liking of fragrance - post wash, dry hair Strength of fragrance in general Strength of fragrance - during wash Strength of fragrance - post wash, wet hair Strength of fragrance - post wash, dry hair Long lasting after wash Long last for how long Rating on fragrance attributes Rating on product function attributes

•PRODUCT ASSESSMENT Overall liking of product in general Quality of product Purchase intention w/out branding Reason of purchase Reason of not purchase Purchase intention with branding

BRAND A

EXAMPLE

6. Deadline and Deliverable required -Proposal due: dd.mm.yyyy -Fieldwork time : đd.mm.yyyy

A CONCEPT TEST

RESEARCH

SAMPLE BRIEF

5. Key information to be obtained: