Research for Customer Insights

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 Q
What words come to your mind
when you think of
“Marketing Research”?

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Information Systematic Exploration Interview

Actionable Statistics Survey Reliable

Scientific Data Evaluation

Analysis Hypotheses Sample

Objective Study Questionnaire

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 Why do we forget
the most important element ...

Consumer

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 What is Marketing Research?

Consumer Information Marketer

MR Agency

Marketing Research is the function which links the consumer,

customer, and public to the marketer through information …
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 ... information that is used to …

identify and define marketing opportunities

and problems;
generate, refine, and evaluate marketing
actions;
monitor marketing performance; and
improve understanding of marketing as a
process.

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 … Marketing Research specifies …

the information required to address the issues;

designs the method for collecting information;
manages and implements the data collection
process;
analyses the results; and
communicates the findings and their
implications.

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What Marketing Research is not …

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Marketing Research is not a
decision-maker.

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 Marketing Research is not a
substitute for your wisdom and
judgement.

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Marketing Research is not just to
help appraisal of executives

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Marketing Research is not a way
to prove what you think is right.

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 Marketing Research is not to
justify a decision you have already
made.

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 Q
Fine, that’s what Marketing Research is …

… but why do I need it?

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 Why Marketing Research?

The primary objective of all

marketing research is to reduce the
risk and uncertainty in marketing
decision-making.

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 Why Marketing Research?

A secondary objective is to raise the

level of executive performance.

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 Why Marketing Research?

MR is an aid to decision making.

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 Why Marketing Research?

Marketing research frequently opens

more doors than it closes!

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 Why Marketing Research?

Budget allocations for marketing

research are insignificant in comparison
to the monetary losses from ineffective
programs or product failures.

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Stages in a MR Project

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 1
1 2 3 4 5 6 7 8 9
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Written Brief
MR Brief Meeting

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 1
1 2 3 4 5 6 7 8 9
0

Technical component
Proposal Commercial component

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 1
1 2 3 4 5 6 7 8 9
0

Proposal evaluation
Selection of
research criteria
partner

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 1
1 2 3 4 5 6 7 8 9
0

Alternative approaches
Research
Design Finalisation of some
finalisation specifications

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 1
1 2 3 4 5 6 7 8 9
0

Questionnaire
Data
collection Discussion guide
instruments Observation form

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 1
1 2 3 4 5 6 7 8 9
0

Field briefing
Collection Fieldwork: Interviews/
of data Focus-groups/ Observation

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 1
1 2 3 4 5 6 7 8 9
0

Data
preparation Questionnaire coding
and Data punching
management

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 1
1 2 3 4 5 6 7 8 9
0

Tabulations, Multivariate
Data analysis
processing “Content analysis”

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 1
1 2 3 4 5 6 7 8 9
0

Hypotheses testing,
Data
analysis, and conclusions
interpretation New learning

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 1
1 2 3 4 5 6 7 8 9
0

Research Face-to-face presentation

report Written report

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 Research Process

Brief from Proposal Commissi Questionn

the client to client oning aire

Questionnaire
Data Field
coding, data Fieldwork
processing briefing
punching

Preparation of Presentation/
Results Report to client

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Market Research Marketing Research

Terms often used interchangeably!

… but technically, a difference

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Market Research Marketing Research

Deals specifically with Covers a wider range of

activities
the gathering of
information about a It may involve market
research
market: its size and
trends, demographics, Is a more general
macro-economic systematic process
that can be applied to a
indicators, business variety of marketing
environment problems

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 Examples of
Market Research
Total market size, split by
region, trend over the
past few years
GDP, contribution by
various sectors; rate of
inflation
Demographic profile of
population by gender,
age, education level, etc.
Examples of
Marketing Research
Understanding of
consumer behaviour:
products used,
frequency of usage,
brand-choice criteria
Impact of pricing
Evaluation of brand
image
Assessment of
consumer response to
advertising
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Video: Colgate Palmolive
https://www.youtube.com/watch?v=6QQwanyUCSU

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Video: Netflix
https://www.youtube.com/watch?v=ikkOD7SFjPY

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U&A

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Video: Bain and Company

https://www.bain.com/consulting-services/customer-strategy-and-
marketing/customer-insights-and-segmentation/

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Brand Tracking Studies

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 The ‘Ad-Testing’ Continuum
Where does tracking fit into research?

PRE POST

DARS DIPSTICKS QUASI- CONTINUOUS

CONTINUOUS TRACKING
TRACKING (SYND/CUST)
(SYND/CUST)

DARS: Day After Recall Study

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 What is Tracking

Continuous Research which could address

consumers or customers (eg. Retailers).

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 Why is Tracking needed
✓ In a pre-post format, the findings could be subject to the
timing of the study.
✓‘Needless to say, post studies cannot always be accurately
timed.
✓ It is essential to gauge the performance of a brand not only
when it is “on-air” but also when it is “off-air”.
✓ Continuous feedback provides timely signals which could be
missed in a pre-post format.
✓ Continuous Tracking helps to eliminate the effects of
seasonality.
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Typical Information Areas of a Tracking Study

Awareness What is the awareness of my brand?

Usage What is the consumption of my brand?

Brand/User Image What image is my advertising building for my brand?

Advertising Is my advertising effective? Is it recalled and

understood?
Promotion Are people aware of my promotion? Are they
participating in it?

How are all these measures changing over time? What can I learn about
my brand / market from these patterns? 44
WHAT CAN WE TRACK ?

Brand Health Tracking

Customer Satisfaction Tracking
Communication Tracking
Equity Tracking

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Who, where, what, how, why, when

Usage and Attitude (U & A) Study

⚫ Who are the people who use the product?
⚫ What are their needs?
⚫ Buying: from where, how often, how much
⚫ Consumption habits: where; how, when
⚫ What do people know and think of the
various brands
⚫ What are their opinion on advertising for
the various brands? 46
 How will it help us?

Understand consumer behaviour and attitudes

Segment the market and select marketing targets
Obtain diagnostic information
Assess brand image
Spot opportunities
Guidance for developing marketing strategy

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What information will we get?

Consumption habits
Brand awareness
Advertising awareness, Copy recall
Brand usage, User profile
Brand image
Purchasing behaviour

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 What information will we get?

Promotion awareness and participation

Catch-phrase identification
Pricing
Consumption and purchase of “competitive
categories”
Media habits
Packaging preferences

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 How to conduct?

Methodology: Quantitative. May be qualitative as well … for

inputs/ hypotheses (precursor) or for “amplification” (in
parallel)
Target group: Category users / super-category users
Geography: National/ main cities
Sampling method: Random/ Area Cluster Sampling, quotas
Sample size: Large to allow segment-wise analysis (600 -
1,200)
Contact: Face-to-face, door-to-door

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 When to conduct?

Every 1 to 3 years - depending upon…

Size / importance of market
Market stability - changes in the marketing context/
competitive environment.
Year-part:
Align timing so that results feed into Marketing Planning
cycle.

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Typical Information Areas of a Tracking Study

Awareness What is the awareness of my brand?

Usage What is the consumption of my brand?

Brand/User Image What image is my advertising building for my brand?

Advertising Is my advertising effective? Is it recalled and

understood?
Promotion Are people aware of my promotion? Are they
participating in it?

How are all these measures changing over time? What can I learn about
my brand / market from these patterns? 52
 Benefits of Equity Measurement
⚫ Loyal Customers
⚫ Charge a price premium
⚫ Trade co-operation
⚫ Brand extensions
⚫ Brand licensing
⚫ Communication messages get through

Building brand equity will improve brand profitability

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Remember the Pepsi Challenge?

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 Consumer Based Brand Equity
⚫ Positive customer-based brand equity results when
consumers respond more favorably to the marketing
activities when the brand is identified that when it is not
Classic Examples:

The Pepsi Challenge” where consumers

prefer
Pepsi in a blind taste test but choose Coke
when the brand is exposed

Evian mineral water where consumers are

willing to pay price premium as compared to
ordinary tap water
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Video: Neuromarketing and AI
https://www.youtube.com/watch?v=LpJvuPOG40M

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