MIP - Session #2

Thursday January 19
 MR NPD CB
• Data collection • Stereotype • Needs of TG
• Diverse personae
• Fear of change

BOP BM Promotion
• Budgets • Market entry • On the bandwagon
• Unrelated theme
• Lack of Creativity
• non cultural/ non religious
• One for all doesn’t work
• Media Accessibility

Retailing Distribution PESTLE

• Penetration • Political
• Economic
• Social – values & beliefs
• Tech advancements
 Consumer

Information
Linked

Public Company
Consumers
Do marketers Create Needs?
 Needs… not created

• Function of Senses
Needs • Inborn; inherent; Instinctive; natural

Wants… can be created

Wants
• Known option; Choice; Preference

Demand Demand…influenced

• Desired; Backed With Purchase Power

information
Use market research

Marketing research is the
function that links the consumer,
customer, and public to the
marketer through information
--information 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.

Marketing research specifies the information required to address these

issues, designs the method for collecting information, manages and
implements the data collection process, analyzes the results, and
communicates the findings and their implications
It includes the collection and analysis of
information regarding consumers
Market research is an important action
(potential customers), competitors
before leaping into a business, and an
(same business type), and the
educated move that determines the
effectiveness of marketing programs
feasibility of a new business.
(i.e., direct mail marketing, newsletters,
signage, etcetera).
Company
Competitors
Linked information
 • Inform
Role • Provide
• Examine

• Analyse
Function • Explain
• Discover

• Generate
Utility • Ascertain
• Unearth

• Market Space
Influence • Customer insights
Strategic •
Plans Solutions
• SCM
 A research agency
connect the marketer with the consumer
(in terms of information.)

MR provides decision makers with an image of

the actual and potential market, CB, market trend &
competition.
Culture influences the scope and nature of research
information.

The relationship between client, company and the research agency has evolved
MIP - Session #3
Saturday 25 November 2023
 Qualitative (14%)
• IDI 14%
• GD 72%
• Other 14%

Quantitative (84%)
• Other 38&
• Online 25%
• Postal 6%
• F2F 12%
• Telephone 19%
 Collectivistic societies:

ASIA Greater reliance on reference groups and group

consensus.

PACIFIC Image of managers:

Asians see managers as experts; Westerners see them as
problem solvers.
REGION Temporal orientation:

BEHAVIOR Asians are typically past oriented.

TRUTHS Different symbolism:

In different Asian cultures, things, numbers, color, etc.
mean different things.
Communication:
Differences exist in verbal and non-verbal communication
styles
 MR style and procedure &
type of data sought…
2021 Is different from region to
region.
Global
Pakistan - $118,798 M
$19 M • The Japanese research information
(AP 15%) from actual buyers (vs. potential)
• National income estimates of India,
Pakistan, Bangladesh do not reflect
under-reported or unreported
income.
India - $2623 M • Traditional values prompt
respondents to provide socially
desirable responses (vs. true
responses)
Top 10 Net growth rates in 2021 (%)
Fastest Philippines 15.4%
growing Indonesia 14.8%
India 13.1%
markets
Kazakhstan 12.8%
in Asia Australia 11.4%
Pacific Singapore 11.3%
Thailand 8.8%
Hong Kong 8.8%
Japan 7.3%
South Korea 6.1%
(Pakistan -9.1%)
Market Research in Pakistan
• Is fastest growing in emerging
markets category
• Growth in clients and
industries use and value of
MR data
• Increased awareness and
appreciation
Current Trends: Pakistani Research Industry
• Shift to automated data collection methods
(hand-held terminals) e.g., Scanning product
codes making store audits accurate & robust!
Improved reliability and efficiency
• Revamp preparations and systems teams are
data scientists with expertise in data
collection and interpretation allows them to
recommend changes in a client’s business
model.

Contributor
Information to selected Solution Trusted
Data Provider
Provider business Provider advisor
issues
Research New Product Development:
assessing new products through
Objectives understanding various stages such
as concept testing, product testing
and copy testing.
Impact Evaluation:
Pre and post-test evaluation where
the organization needs to gauge
the effect of the intervention. E.g.,
TVC campaign aimed at
increasing brand recall… to
assess whether brand recall has
increased or not.
Usage & Attitudes:
Specific to product categories,
U&A studies help understand
consumer usage patterns and
attitude towards the category.
Brand Health Tracking
understanding the performance of
the brand
MDS Framework
Meaningful, Different, Salient
Market Sizing:
when need to understand market
potential and forecast sales.
Customer Satisfaction:
To gauge customer satisfaction
with respect to brand shares/sales.
Profiling:
understanding the target audience
through psychographic and
demographic profiling.
Performance Management:
small-scale research where
performance evaluated where
objective is to check that the
employees are following SOPs or
not. Mystery shopping falls in this
category as well.
Knowledge, Attitudes &
Perception:
Mainly carried out by public
agencies such as UNICEF to
understand the perceptions
regarding social phenomenon
such as education and health.
 Brand health tracking
Engaging consumers in quantitative researches to understand perceptions
MDS , in varying combinations, are what make a brand sell the most, command
the highest price, and generate the greatest value share growth

Mystery shopping
Commonly used by banks and restaurants, to check the quality of customer
service provided by their staff. This research may be carried out immediately
VS after or before staff training.
Marketing
Shopnographies
Research Activities
A shopper is accompanied by a moderator during a shopping trip. The
moderator observes the shopping behavior and may ask probing questions
before, during, or after the trip. (Similar to ethnography only in a shopping
occasion)
Ethnographies
The central aim of ethnography is to provide rich, holistic insights into people’s
views and actions, as well as the nature (that is, sights, sounds) of the location
they inhabit, through the collection of detailed observations and interviews.
MIP - Session #4
Saturday 25 November 2023
 Changes in client
markets

Key developments
Values ​& opinion
in MR

Noting the real problems Holistic research approaches

Achieving effective decision- Faster Responses
making at the global level Different levels of maturity
The Result Is A To With
Of Market Business More Customers Increased
Responsive
Research That Is ` Needs Profits
New Product Development
is a major MR activity
• Idea Generation:
• FGDs/In-depth interviews employees,
customers, competition, suppliers, consumers
• Idea screening
• willingness, availability, affordability
• Concept development and testing: FGDs
• Marketing strategy & business analysis
• Product development
• Test Marketing
• Commercialization
 Achievement of
Objectives
Market AFFECTS
Marketing Activities
Research & Satisfactory
Performance of
products & solutions.
 Brand
Associations

Meaningful Different
Salient
Delivers against Offers something
Comes to mind
functional & unique and is a
easily and quickly
emotional needs trend setter

Awareness
Affinity Unique Intensity

Meet Needs Dynamic Purchase

Behaviour
What can be/ would be /
are issues, challenges,
problems in conducting
research activities and
achieving research
objectives?
 New Product Brand Health Impact
Objectives Development Tracking
Profiling
Evaluation:

Knowledge,
Performance Usage & Customer
Market Sizing Attitudes &
Management: Attitudes Satisfaction:
Perception:

Brand health
Activities tracking
Mystery shopping SHOPNOGRAPHIES
Data Collection Data Analysis Privacy, Piracy;
use of

• Recency • Validity • Ethics /

• Scarcity Of • Quality Of Credibility
Published Research • Lack Of
Data • Training Government
• Sampling Support
Frames • Lack Of
• Heterogeneity Research
Of Universe Culture
• Low Literacy • Mechanical
Rate Tools
• Scarcity of
Skilled Human
Resources
Issues Can Be Handled
Through Case Studies
 Cadbury
Objectives
• Increase penetration
• Generate trial

Challenge
• Change perception of chocolates as gift giving option on traditional
festivals
 Dettol
Objectives
• Increase market share
• Equity association with mothers

Challenge:
• Make Dettol part of mother's repertoire of everyday
hygiene solutions.
 Reem
Objectives
• Launch products in local consumer market.
• Generate awareness
• Inculcate trial

Challenge
• 40% rice production consumed domestically
• Branded/ packaged rice had 2% share of the domestic market.
 Surf Excel
Objectives
• Motivate trial
• Increase purchase intent
• Increase Brand love/ relevance/ equity

Challenge
• Educate children that the true spirit of Ramadan is all about good
intentions; Prayer, abstinence, charity & fasting,
 Tang
Objectives
• Extend usage Increase penetration
• Generate trial Establish credibility
• Make brand exciting

Challenge
• Increase consumption throughout the year
 Walls
Challenge
• Build stronger relationships
• Make eating frozen dessert a daily habit

Objectives
• Increase consumption
• Inculcate habit of frequent consumption of in-home frozen desserts.