YoungMarketer

1. THANH AN – TUONG VY – KHANH THY

2. 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.

3. 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...

4. 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

5. 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

6. 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

7. INNOVATIONPROCESS
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.

8. INNOVATIONPROCESSSTEP 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
.

9. 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

10. 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: