Marketing Research

6B – Conclusion on marketing research

2022/2023
Fabienne Berger-Remy
Lecture Objectives

1. Understand the role of

marketing research in
the decision-making
process
2. Consider the main
marketing research tools
and process in a data-
rich environment (3Vs:
volume, velocity, variety)
 Reminder: marketing research

Marketing research is the function that links the

consumer, customer, and public to the marketer
through information

 identify and define marketing

opportunities and problems
Information
used to:  generate, refine, and evaluate marketing
actions
 monitor marketing performance
 Reminder: what for?

Identify significant marketplace Inspire creativity: launch product

changes: competitors’moves, and services providing value
changes in consumers’behaviour

Test options: finetune the Monitore: evaluate the efficiency of

marketing plans your marketing actions
 Marketing research designs
Usually non (Somehow)
predictive predictive

Exploratory
(what we are looking for
is not known) QUALITATIVE BIG DATA
Unstructured and rich RESEARCH & AI
data set
Analytical Data mining, machine learning,
reasoning probability and statistics

Confirmatory CAUSAL
(based on a set of DESCRIPTIVE
hypothesis) RESEARCH RESEARCH
Structured data set
Statistics Statistics
 QUAL BIG DATA & AI DESCRIPTIVE CAUSAL
Objectives EXPLORE - EXPLORE – DESCRIBE - EXPLAIN -
WHY? HOW? WHAT? HOW MUCH / WHAT’S THE
Get an in-depth Retrieve HOW MANY? IMPACT?
understanding, behavioral and Quantify, Determine
find new and consumption describe, make causes
great ideas patterns clusters

Characteristics Often at the Evolutive, based Based on a set of Based on a set of

beginning on machine hypothesis hypothesis
Flexible, learning Structured Manipulation of
evolutive design variables

Tools, Document Self-learning Survey on Quantitative

methods retrieval algorithm secondary data surveys
Experts analysis running through such as panels Experiments
Interviews massive amount Quantitative
(individual and of data surveys, tracking
collective) Social media Statistical or
Observation listening mechanical
Ethnographic Predictive observations
surveys analysis
 Some golden rules
1. A correct answer starts with a good question => MR
objectives linked to business issues
2. The challenge is not in getting data (data overload), but in
the correct selection and analysis of data
3. A mixed approach is often relevant to gain relevant
knowledge, in parallel (cross-checking sources) or
sequentially
4. A lot of secondary data are available (web, social, panel,
sociodemographics), to be exhausted before going for
primary data collection
 Trends in marketing research
• Big data & AI will offer unprecedented granularity and quality of analysis,
combining the richness of quals with the accuracy of quants
• Progress in AI includes computer vision (images, video), voice analysis,
facial recognition (emotions)
• Delinearity: no separation between « researching » and « implementing »,
real-time
• A shift towards measurement of behaviors directly (instead of attitudes or
reported intents)
• Towards multidisciplinary team (data scientists, IT engineers, data analysts
and marketers)
• Datavizualisation is key to make the data load accessible / workable for
business decision
 MR for marketers
• A marketer does not necessarily have to be an expert of each
and every MR design, technics, procedures and analysis…
• But he / she must have an understanding of how it works, in
order to
– Decide on the data collected & the MR activities for his / her brand
– Challenge the MR suppliers / internal MR or data analysts
– Select the right MR supplier and assess their work
• The marketer is the one having control over the operational
results of the brand
– Ensure the link between business objectives / informations required /
adjusting strategy and action plan

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