Brainnest

THE MARKET RESEARCH

PROJECT
Lesson 1: From writing the briefing to defining
methodologies

:
Tutor Bruna 19.09.2021
Contact

About MRA About Brainnest

Bruna Hanna Thomsen

b.demoraisoares@gmail.com mra@brainnest.consulting
Market research is used as a basis for marketing actions

Product, price, place, promotation

People, Process, Physical Evidence,

Philosophy

MARKET RESEARCH

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What is the most outstanding characteristic
of a market research professional?

03
 CURIOUS
Be curious about the person and not only about

THE MARKET the product or consumer behaviour

RESEARCH
PROFESSIONAL

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 CURIOUS
Be curious about the person and not only about

THE MARKET the product or consumer behaviour

RESEARCH OBSERVER
Non-verbal communication is a key element.
PROFESSIONAL Besides, be present! Know what is happening
around you in order to understand consumer
behaviour, people, brands, and markets.

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 CURIOUS
Be curious about the person and not only about

THE MARKET the product or consumer behaviour

RESEARCH OBSERVER
Non-verbal communication is a key element.
PROFESSIONAL Besides, be present! Know what is happening
around you in order to understand consumer
behaviour, people, brands, and markets.

CREATIVE
Results are interesting, but when they are just
numbers or general insights they don't tell us
much. You have to know how to tell a story that
engages.
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07

1.Desk Research to bring inspiration

RESEARCH:STEP 2.Define the Research Question

BY STEP
These steps start after an 3.Define the methodologies to be
introductory meeting with the used
client

4. Write the briefing

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HANDS-ON
These are the steps that
demand the most time and
budget. Be sure of what you
are doing before you start
5. Preparation: Recruiting, Script, etc.
6. Application
7. Access the results and interpret
what was discovered
8. Presentation: create storytelling
and emphasize how to use the results
in practical actions
 Desk Research to bring inspiration

Sit down and read. This is the time to understand how you want to
respond to customer demand.
Prepare background information: Industry, competitors, communication
history, customers, products, etc.

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 Define the Research Question

Straight to the point and in question format

Client: Fitness and Healthy app

Problem: Pricing a new product

RQ1: Who are the key players in the market and what is their pricing strategy
adopted?
RQ2: What is the landscape of the fitness app market In Europe and how pre-
disposed would customers be to pay for such a service?
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 Define the methodologies to be used
PRIMARY RESEARCH
involves going directly to a source –
usually customers and prospective
customers in your target market – to ask
questions and gather information
yourself.
*Primary research usually costs more
and often takes longer to conduct
SECONDARY RESEARCH
is a type of research that has already been
compiled, gathered, organized and published by
others. It is ideal for small businesses with
limited budgets.
*It can be obtained faster and more affordable
than primary research
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QUANTITATIVE WHAT IS IT
A methodical analysis of phenomena by means

RESEARCH of collecting quantifiable data and then carrying

out mathematical, statistical, or computing
It can be either primary or secondary techniques.
approach

WHEN TO USE IT
Large-scale testing of a hypothesis generated
by a smaller portion of the sample

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Surveys QUAN
Online, Telephone, etc.

Face-to-face interviews
Hello, do you have a minute to
answer a few questions?

Social Media Analytics

Content analysis, Sentiment
Analysis, etc.

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 WHAT IT IS
QUALITATIVE It is a methodological analysis that focuses on
obtaining data through open-ended and

RESEARCH conversational communication.

WHEN TO USE IT
When you are looking not only for "what" but
also for "why" something happens in consumer
behavior

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In-depth interviews
Purely a conversational method QUAL
Focus Group
Usually includes a limited number of
respondents (6-10) from within your
target market

Case study
How industry uses innovative marketing
actions to solve communication problems

Qualitative Observation
Sight, smell, touch, taste, and
hearing
Secret shopper 15
These are the main methods, but there are many
others that can be applied.

We will learn about them in the next lessons, but

these are the methods we can apply in the projects
respecting some issues like COVID19, budget and
time.

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How do I know what is the best research
to answer my client's communication
problem?

You have to ask yourself:

What is the type of business my client is in?
What budget does he/she have available?
Will my research question be answered with this analysis?
What is our deadline?

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 GAME!

kahoot.it

Download the app "kahoot"

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 Write the briefing

The world desperately needs better briefings!

A market research brief will serve to align between client and team
the objectives that the research is intended to achieve.

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HOW TO BUILD A MARKET
RESEARCH BRIEFING
The steps are simple and you do not need to write much (2 pages are
enough)

1. Contextual Information
2. Research Purpose
3. Objectives
4. Research Methods
5. Deadline & Budget

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HOW TO BUILD A MARKET
RESEARCH BRIEFING
The steps are simple and you do not need to write much (2 pages are
enough)

1. Contextual Information
2. Research Purpose
3. Objectives
4. Research Methods
5. Deadline & Budget

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DEADLINE &
BUDGET
The research time will vary according to the type of research requested
(desk research versus in-depth interview)

Who pays for it? Advertising/research agency investment versus client

investment

How much does it cost?

Desk Research and simple analysis $$
In-depth Interviews, Focus groups, etc. $$$$
VR/AR, Eye-tracking studies, Gamification $$$$$$
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 WHAT'S
HAPPENING NEXT
Groups of 5

Next Meeting (25.09.2021): Write the Briefing!

Pick a project and follow these steps:
1. Desk research on scenario/industry
2. Contextual information, Research Purpose, Objectives
3. Define research methods
4. Create both a Word document (up to 2 pages) and a presentation (5 min)
about your market research project
** There is no budget! We are learning
** The deadline for the entire project is the end of the course
** You will NOT do any research other than desk research, for the time being, you
will only write the briefing
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PROJECTS
CLIENT 1: Vegetarian ready-to-eat meals
General description: The brand is one of the pioneers in ready-to-eat vegetarian meals
in the UK. They produce and deliver food for people who are too busy to cook or just
don't know how but still want to follow a healthy and tasty diet.
Their customers are middle-class people in the UK aged between 25 and 35 years old.
Most of them have completed higher education and have stable jobs. They are
vegetarian for ethical and environmental reasons. In general, they are interested in
issues such as sustainability and well being.
Marketing problem: They are planning to launch a vegan line and are looking for
insights for a new advertising campaign that will present the product. To do this they
need to understand more about the vegan market and consumers in the UK, as well as
what campaign lines would be most suitable for the local audience. What is the most
appropriate positioning for this market and client?

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CLIENT 2: Fashion brand focused on +50 years old public

General description: The brand is new on the market and is working on a launch in the
near future. They will have a physical store in Berlin, and an e-commerce store that
will deliver all over Germany. They are not fast fashion but are part of a "new"
category called affordable luxury, composed of brands that are not as cheap as fast
fashion, but also not as expensive as luxury fashion.

Marketing problem: They are in a phase of structuring the business and would like to
understand what type of customer they are better to target, who these people would
be and their buying motivations.
Furthermore, they need to understand who the main competitors are in Germany and
how they can position themselves in the market from these insights.

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CLIENT 3: Fitness app

General description: The client is a fitness app with artificial intelligence functions that
proposes the right workout for you according to your current fitness level and goal.
They have only been in the market for a few years, but they operate globally with the
highest customer numbers in countries like India, the USA and France. Their
customers are the so-called "digital fitness", people between 18 and 35 years old,
who have their lifestyle totally focused on sports. Therefore they consume different
types of products related to the fitness world, such as clothing, food, beauty, etc.

Marketing problem: Despite their time on the market, they still face difficulties in
setting the price of their product since they operate in different countries and
therefore have different types of consumers and competition. They want to know what
is the optimal price for the product from industry insights and potential customers.

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 Briefing
Use the template that I will send you by
email

FURTHER Presentation at the next

INSTRUCTIONS meeting
Defines how the presentation will be done
and by whom

Be creative!
Define your questions and plan the research
creatively. Good results come from
combining different methods

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Where you can do desk research
https://www.wgsn.com/en/
https://www.thefuturelaboratory.com/
https://trends.google.com/trends/?geo=DE
http://info.trendwatching.com/
https://www.thinkwithgoogle.com/intl/de-de/
https://www.statista.com/
https://www.nielsen.com/qa/en/solutions/segmentation/
https://www.pewresearch.org/