CAPTURING MARKETING

INSIGHTS: CONDUCTING

MARKETING RESEARCH

Dr. Ilisa Fajriyati

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 HUGGIES SUPREME NATURAL FIT (2007) 3

THREE YEARS OF RESEARCH AND DESIGN

Contributed to the company’s $4 billion-plus (+/- 59.7 T) sales in diapers that year.

SAMPLES METHODS FINDINGS RESULT

1. Moms constantly struggle to straighten a 1. Needed to be shaped to better

New mothers from Home interviews and squirming baby’s legs when putting on a follow the curves of a baby’s
different countries, placed diaper body.
motion-activated 2. To feel like the babies weren’t wearing a
incomes, backgrounds diaper
2. Thinner with a closer fit,
cameras in homes to 3. Disney-licensed Winnie the
and ethnicities 3. Moms often used the cartoon graphics on Pooh characters were added.
learn about another diaper to distract the baby during
diaper-changing a diaper change,
routines
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What made it so successful?

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GOOD MARKETERS NEED INSIGHTS TO HELP

THEM INTERPRET PAST PERFORMANCE AS
WELL AS PLAN FUTURE ACTIVITIES.

MARKETING RESEARCH

INFORMATION ABOUT
CONSUMERS, COMPETITION, AND
THEIR BRANDS.
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THE MARKETING RESEARCH PROCESS

DEFINE THE PRESENT THE

PROBLEM AND DEVELOP THE COLLECT THE ANALYZE THE FINDINGS
RESEARCH RESEARCH INFORMATION INFORMATION AND
OBJECTIVES PLAN MAKE THE
DECISION
 STEP 1: DEFINE THE
PROBLEM AND RESEARCH
OBJECTIVES

• Not to define the problem too broadly or too narrowly for

the marketing researcher.

“Find out everything you can about the new moms need” ✘(
a lot of unnecessary information)

“Find out if enough moms with babies aged 0-3 months are
willing to pay $15 for high absorbency baby diapers so the
company can break even in 1 year” ✘ (too narrow)”
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• How is the diaper changing routine done by mothers?
• What are the difficulties of mothers in diapering their
babies?
• What shape of diapers do mothers want?

Type of research

1. exploratory—its goal is to shed light on the real nature of the problem and to
suggest possible solutions or new ideas.
2. descriptive—it seeks to quantify demand, such as how many mothers would
purchase diaper at $15?
3. causal—its purpose is to test a cause- and-effect relationship.
STEP 2: DEVELOP THE
RESEARCH PLAN

Develop the most efficient plan for gathering the

needed information and what that will cost.

Make decision about:

1. Data sources
2. Research approaches
3. Research instruments
4. Sampling plan
5. Contact methods.

DATA SOURCES
• Primary data. data freshly
gathered for a specific purpose.
Costly, specific
• Secondary data, the data that
already exist somewhere.
• Both. When the needed data
don’t exist or are dated,
inaccurate, incomplete, or
unreliable, the researcher will
need to collect primary data
Marketers collect
primary data in five
main ways:
RESEARCH APPROACHES
• Observations. observing the relevant
actors and settings unobtrusively as they
shop or consume products.
• focus group is a gathering of 6 to 10
people based on certain requirements to
discuss various topics of interest.
• Survey Research. Offline/ online
• Behavioral research. Traces of customer
purchasing behavior in store scanning
data/ customer databases.
• Experimental. to capture
cause-and-effect relationships. Ex: the
hygin of milk packaging
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RESEARCH INSTRUMENTS
• Questionnaires
• Qualitative Measures.
unstructured measurement
approaches that permit a range
of possible responses.
• Technological Devices. Ex:
study eye movements and
brain activity of Web surfers to
see which ads grab their
attention
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SAMPLING PLAN CONTACT METHODS

• Sampling unit: Whom should • by mail

we survey? • by telephone
• Sample size: How many • in person
people should we survey? • or online.
• Sampling procedure: How
should we choose the
respondents?
 STEP 3: COLLECT THE
INFORMATION

The most expensive and the most prone to error phase

Four major problems:

Ensuring the right language/ way is
used.
• Some respondents inaccessible and must be contacted
again or replaced
Ex: Respondents in Asia,
• Respondents will refuse to cooperate.
may feel more pressure to conform
• Give biased or dishonest answers.
and may therefore not be as
• Some interviewers will be biased or dishonest.
forthcoming in focus groups
STEP 4: ANALYZE
THE INFORMATION

• Process to extract findings by tabulating the

data and developing summary measures

• Apply some advanced statistical techniques

and decision models
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STEP 5: PRESENT THE

FINDINGS

• The researcher presents findings relevant to the major

marketing decisions facing management

• Researchers are being asked to play a more proactive,

consulting role in translating data and information
into insights and recommendations
STEP 6: MAKE THE DECISION 15

1. If their confidence in the findings is low,

they may decide against it

2. If they are predisposed to launching the

product, the findings support their
inclination.

3. Decide to study the issues further and do

more research
THANK YOU