THE FUNDAMENTAL OF
MARKET RESEARCH
Nielsen - May 2017
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
THE OBJECTIVES OF THIS COURSE
1. Have an overall understanding of the role of market research
in supporting brand & product development & measurement
2. Obtain the basic knowledge on different types of market
research methodologies and their application
3. Understand the process of implementing and conducting a
market research study for your business
2
AGENDA
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
1. MARKET RESEARCH OVERVIEW
•
Key types of market research
•
Research design
•
Research process
2. MARKET RESEARCH BRIEF
3. MARKET RESEARCH APPLICATIONS
•
Path to Performance
4. A CAREER ON MARKET RESEARCH
3
MARKET RESEARCH OVERVIEW
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
4
‘MARKET RESEARCH’
WHAT DO YOU HAVE IN YOUR MIND?
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
MARKET RESEARCH IS:
Statistics, Information, Systematic,
Exploration, Interview, Survey,
Reliable, Scientific, Questionnaire, Evaluation,
Data, Objective, Analysis, Sample,
Hypothesis
5
SITUATION
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You are the organizer of the dinner with some friends.
1st Scenario: You don’t do any research – you just book a restaurant
• Think about the consequences
• What could happen ?
2nd Scenario: You will do a lot of researches before booking the
restaurant
• What kind of information do you need ?
• What will be the consequences of the research ?
6
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THINK ABOUT IT…
WE OFTEN DO RESEARCH THROUGHOUT OUR LIFE
7
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FINDING A SCHOOL
8
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BUYING A HOUSE
9
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FINDING A PLACE IN A NEW CITY
10
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GETTING MARRIAGE
11
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HOW DO WE GET ANSWERS TO THOSE QUESTIONS?
ANALYSE
BENCHMARK
FINALLY
MAKE A
DECISION
TO SATISFY
OUR NEEDS
CONCLUDE
12
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
MARKET RESEARCH IS...
“The systematic design, collection, analysis and reporting
of data and findings relevant to a specific marketing situation
facing an organisation.”
(Philip Kotler)
It links the consumer and the customer to the
organization through information...
13
WHY WE DO MARKET RESEARCH?
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Market research can help you find some answers to these questions:
Who are my most valuable consumers and how do I build
innovation, marketing and in-store activities to capture them?
How can I develop, price, package and promote breakthrough
products to enhance my diverse portfolio?
Is my content and advertising reaching, resonating and effectively
delivering results with my intended audience?
How can I systematically improve financial performance by
delighting shoppers and optimizing price, promotion, assortment
and shelf?
14
KEY ISSUES THAT BUSINESS IS FACING…
Distribution
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Hanoi
How to increase distribution? Or
distribution to the ‘right’ stores?
Haiphong
1.4M
Danang
STORES ACROSS VIETNAM
Nhatrang
Cantho
Hochiminh
North
340K
Central
280K
South
750K
15
KEY ISSUES THAT BUSINESS IS FACING…
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Retailer Engagement - How to convince retailers to stock/ buy
more of your products vs. competition? And influence shoppers?
1%
of the shopkeepers
actively talk about
2 out of 3
shoppers will
follow the retailer’s
recommendation
98%
of the shoppers
are not aware of
PROMOTION
3%
retailers made a
recommendation to
shopper
16
KEY ISSUES THAT BUSINESS IS FACING…
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Target Customer: Who are they? Their lifestyle? Needs, attitudes,
behaviors… How to engage with them effectively?
•
•
•
•
Perception, attitudes and goals in life
Lifestyle
Point of view towards their financial planning, saving,
spending…
Perception on the roles of products & services…
•
•
Needs & usage of current vs. future products & services
Barriers, triggers, reasons, influences… towards their final
decision making process for a product, or service
•
•
•
Age, gender
Occupation
…
17
KEY ISSUES THAT BUSINESS IS FACING…
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Pricing: What should be the right price at the right time?
Ø
Are we offering the right price?
Ø
What is the impact if increasing the price
by 10%?
Ø
What is the optimal price?
Ø
What is the maximum vs. minimum
price that consumers can accept?
Ø
Any potential cannibalization for our
products if the price increases?
18
KEY ISSUES THAT BUSINESS IS FACING…
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Innovation: How do we lead the market in offering innovative
products/ solutions?
NEW COMBINATION
NEW TECHNOLOGY
NEW CONVENIENCE
19
KEY ISSUES THAT BUSINESS IS FACING…
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New Trends: How to capture & leverage this?
28%
VIETNAMESE CONSUMERS
PREFER
SHOPPING ONLINE
FOR HOME DELIVERY
HEALTH IS ALWAYS
AMONGST THE TOP CONCERNS
OF VIETNAMESE CONSUMERS
20
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THE KEY ROLES OF MARKET RESEARCH
Minimize the
risk failure of
business’s
decision
Maximize the
possibility
of success
Provide directions
and guidelines for
developing business
plan
21
KEY TYPES OF MARKET RESEARCH
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22
TYPES OF MARKET RESEARCH
DIFFERENT
SOURCES
TO SUPPORT
YOUR DECISION
WITH SPECIFIC
SOLUTIONS
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
QUALITATIVE
CONSUMER
RESEARCH
QUANTITATIVE
PRIMARY
CONSUMER PANEL
RETAIL TRACKING
TYPES OF RESEARCH
SECONDARY
RETAIL PANEL
SALES TEAM
EFFECTIVENESS
PUBLIC INFORMATION
MARKETING
ACTIVITIES
EFFECTIVENESS
23
TYPES OF MARKET RESEARCH
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Primary Research (Customised)
o
o
Academic Research (Peer Reviewed)
Consumer Research (Qualitative and Quantitative)
Secondary Research (Desk Research)
o
o
o
o
Published statistics: census, housing and social security data
Published texts: theoretical work, secondary analyses by ‘experts’
and reports
Media: documentaries for example, as a source of information
Personal documents: diaries
24
TYPES OF MARKET RESEARCH
CONTINUOUS/ TRACKING RESEARCH
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• Collect data and report on a regular basis (e.g. weekly/ monthly/
quarterly…)
• Help monitor the market dynamics
• Common types of survey: Retail audit, Household consumption, TV
rating, Brand health track...
AD HOC RESEARCH
• Only conducted for request to address specific business issues
• Provide information/ findings for a particular period of time
• Common types of survey: product/ concept test, packaging test,
consumers’ usage & attitudes, segmentation…
25
METHODOLOGY: GO IN-DEPTH OR MEASURE?
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Provides us with important insights in understanding why consumers
behave or feel the way that they do
Qualitative
Allow us to identify and understand relevant behavior patterns, opinions,
and motivations
Helps us formulate hypotheses for further exploration or quantification
Enable us add richness to the findings of quantitative research
Produces results that are projectable
Quantitative
We are able to add the dimension of “how many” we are talking about
Is based on a ‘scientifically’ drawn sample of the universe population
Able to attach statistical rigidity to the findings
26
A BROAD OVERVIEW
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Qualitative
Quantitative
•
•
Small number of respondents
Sampled for range of views
•
Discussion
•
•
Researcher is interviewer
To explore, investigate
•
To understand
•
To expand the focus of the inquiry
•
•
To answer WHY consumers do what they do
Often (not necessarily) cheaper and quicker
•
More flexible
o
Large sample sizes
•
Logistically only option
o Limited stimulus (i.e. test products)
o
Statistical validation
o
•
•
•
•
•
•
•
•
•
•
•
•
Large number of respondents
Sampled to be representative
Questionnaire
Researcher is not interviewer
To compare, confirm
To justify and validate
To measure and assess
To ‘close down’ the inquiry
Often more expensive (relatively) and longer
Best for measuring behaviour
More rigid and scientific
Small universe
Can watch/take part
27
RESEARCH DESIGN
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28
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
COMMON ELEMENTS OF RESEARCH DESIGN
•
•
•
HOW?
WHO?
HOW MANY?
SELECT WHO?
Methodology/
technique
Target respondent/
Area coverage
Sample size
Sampling method
A critical factor
Will you get the
answers for
your
questions?
Right questions
collected in the
right way
•
Are you talking
to the right kind
of respondent?
• Is your
respondent
criteria welldefined?
• Will you have
enough for
analysis?
• Does it fit your
needs & budget?
• Are you
selecting the
respondents
properly?
• Determined
together with
methodology
29
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COMMON QUALITATIVE TECHNIQUES
FOCUS GROUP DISCUSSION
(FGDS)
• Full group
• Mini-group
• Super (creative group)
IN-DEPTH INTERVIEWS (IDIS)
• One-on-one
• Pair interviews
• Family interviews
ETHNOGRAPHY
• Accompanied shopping
• Shadowing
• Home visit
• Immersion
ONLINE QUAL
• Forum
• Bulletin board
• Incubator
30
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COMMON QUANTITATIVE TECHNIQUES
In-person/face-to-face
(CAPI/PAPI)
• Door-to-door
• Intercept/Exit
• CLT
• In-outlet
Telephone
(CATI/ PAPI)
• Fixed line/mobile
• Database
• Panel
Observation
• Traffic count
• In-outlet/ Aisle
observation
• Mystery shopping
• Eye-tracker
• Neuro
• Cookie tracker
Online (CAWI)
• Panel
• Mobile app
• Email/Banner link
Self-completion (PAPI)
• Snail mail
• Card/One pager
• Diary
• Ad hoc panel
31
MARKET RESEARCH PROCESS
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32
BASIC PROCESS: 8 STEPS
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RESEARCH
BRIEF
(OBJECTIVES)
RESEARCH
DESIGN
ANALYSIS
PROJECT
SET-UP
DATA
PROCESSING
FIELDWORK/
DATA
COLLECTION
QUESTIONNAIR
E DESIGN
FIELDWORK
SET-UP
33
BASIC PROCESS: HIGHLIGHTS IN EACH STEP
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RESEARCH BRIEF
(OBJECTIVES)
RESEARCH DESIGN
PROJECT SET-UP
• Design will be able to
support what the
objectives require
• Align resources for study
execution
QUESTIONNAIRE DESIGN
FIELDWORK SET-UP
• Appropriate questions
asked (open-end, close
end, etc.)
• Prepare materials,
sampling areas
• Interviewer training
FIELDWORK/ DATA
COLLECTION
• Clearly defined
expectations from the
study
• Structured/ non-structure
DATA PROCESSING
ANALYSIS
• Prepare data in line with
analysis requirements
• Answer questions laid out
in research objectives,
and linked to business
objectives
• Monitor for any execution
issues and quality of
interviews
34
MARKET RESEARCH BRIEF
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35
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
MARKET RESEARCH BRIEF
A tool summarizing the
objectives for doing the
market research, the
approach and the expected
deliverables/ outputs
Helps marketers and
research agencies put
structure and set
parameters into the
research study
36
WHO WRITES RESEARCH BRIEF?
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IDEALLY, a collaboration
In-house
SUPPLEMENT
Research
Brand
INITIATE
Manager
Manager /
End
research
users
Research agency
FINE-TUNE
37
COMPONENTS OF THE RESEARCH BRIEF
Business Needs Assessment
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BUSINESS OBJECTIVES
°
°
What business issues are you trying to address?
What are your strategic objectives for this study?
°
Is there a specific problem you have detected?
°
°
Does the problem relate to a specific part of the business?
Why are you doing this study?
°
What hypothesis do you have about the issue(s) being explored?
°
What are the KPIs required?
DECISIONS TO BE MADE
°
What decisions are you going to make as a result of this study?
°
Who will be using this research and what will they be doing with it?
°
Are there any company policy/ strategy rules that may prelude certain
recommendations i.e. no change in pricing, packaging, global protocol etc.?
38
COMPONENTS OF THE RESEARCH BRIEF
Business Needs Assessment
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COMPETITIVE LANDSCAPE
°
What are the challenges facing your industry/ market? How is the industry
performance?
Who are your competitors? Do you need any benchmarking from the study?
°
What is your brand’s positioning platform and how different is that vs. competition?
°
What recent activities are there in the market place that might have influenced the
market?
Where do you see your opportunity and threats if any?
°
°
39
COMPONENTS OF THE RESEARCH BRIEF
Research Design Consideration
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REQUIREMENTS FOR TRENDING
° Does this research need to be compared to/ trended against previous
research?
° What was the study design?
° When was it conducted?
GEOGRAPHIC COVERAGE
° Any specific markets (cities) do you plan to cover? Any priority order?
40
COMPONENTS OF THE RESEARCH BRIEF
Research Design Consideration
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TARGET/ SAMPLE REQUIREMETS
° How do you define your key target audience?
° How do you segment your market? By product, by user, by geographical?
° What is the sample size requirement?
° Does the sample need to be representative of the market?
METHODOLOGY AND INFO SCOPE
° Do you have any specific methodology in mind, e.g. qualitative or
quantitative?
° What are your key information needs?
41
COMPONENTS OF THE RESEARCH BRIEF
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TIMING
° When do you
need results by/Is
there a constraint
on the timeline?
° When do you
need the
proposal?
° When will you
make a decision?
BUDGET
What is the budget
you have set aside
for this study?
DELIVERABLES
Do you have any
special deliverable
formats
requirement?
42
RESEARCH BRIEF EXERCISE
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Work in group or individual
Using the list of questions as a discussion guide, come up
with a simple research brief for a study stating the following:
•
Why are you doing the research?
•
What are the business questions you need to
answer?
•
Do you go in-depth or measure?
•
Who do you need to talk to?
Present to the rest of the group:
10 minutes to discuss and come up with the brief
§
43
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PATH TO PERFORMANCE
RESEARCH APPLICATIONS TO BUSINESS ISSUES
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44
THE PATH TO PERFORMANCE
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Delivering faster, smarter more confident decisions to improve your performance
Who are my most valuable
consumers and how do I build
innovation, marketing and instore activities to capture
them?
Identify the most
profitable consumers
How can I develop, price,
Is my content and
package and promote
advertising reaching,
breakthrough products to resonating and effectively
enhance my diverse
delivering results with my
portfolio?
intended audience?
How can I systematically
improve financial
performance by delighting
shoppers and optimizing
price, promotion, assortment
and shelf?
Develop products
and solutions to
meet their needs
Activate products for
success
Communicate in an
engaging and
impactful way
45
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
CONSUMERIZATION
YOUR MOST VALUABLE
CONSUMER
INNOVATE
COMMUNICATE
DEMOGRAPHIC
BUYERGRAPHIC
ACTIVATE
PSYCHOGRAPHIC
DEMAND LANDSCAPE
46
THE APPROACH
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Who are my best consumers & how do i meet their needs?
Discover, segment and prioritize your most profitable consumers
Understand their attitudes and behaviors
Identify unsatisfied demand
Determine how, where and when to reach them
Determine the right product, store and price
47
USAGE & ATTITUDES (U&A) STUDY
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Reach consumers who are attracted to brand
WHO THEY ARE
WHAT THEY THINK
WHAT THEY DO
WHAT PRODUCTS ARE
USED/ CONSUMED
WHERE THEY SHOP
HOW TO REACH THEM
• Shopping habits
• Supermarkets
• Retail outlets
• Media usage
• Mass media – TV, Radio,
Newspapers, Magazines
• Pay TV, Cinema
• Internet
• Outdoor
• Direct Mail
• Demographics
• Geography
• Life stage
• Lifestyles
• Personal care/Beauty
• Food products
• Household products
• Technology products
• Banking products
• Automotive
• Attitudes towards
advertising, career, fashion,
finance, food cooking,
health, travel, technology,
products, general issues
• Corporate social
responsibility
• Activities & Interests
• Travel & Tourism
• Sports
• Music
48
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SMARTPHONE ACTIVITIES
ACTIVITIES ON SMARTPHONE (%)
49
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CONSUMER FINANCE
50
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CONSUMER FINANCE
PREFERRED TYPES OF PROMOTION WHEN USING PAYMENT CARDS (DEBIT/ CREDIT) (%)
51
SEGMENTATION STUDY
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Multi-dimensional approach to capture all aspects that could differentiate
consumers thereby devising better products and more effective strategies
Repertoire
of Products
Extensive
Segmentation
Analysis
Lifestyles and
Demographics
Attitudes, Needs
and Expectation
Identify most
profitable segments
Usage and
Engagement
Media
Usage
Fewer, better products
More effective strategies
52
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SEGMENT PORTRAIT
53
BRAND HEALTH STUDY (1)
Complete diagnosis of a brand’s health, envision your future state and help you develop
strategies for continued success and prosperity of your brand
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
RETAIL
MANAGEMENT
CUSTOMER
SERVICE
HOMESCAN
HEALTH CHECK
ACTIVATION
CATEGORIES
PROGNOSIS
SOCIAL
MEDIA
COMMUNICATIONS
FORESIGHT
MEDIA/BRAND
EFFECT
BRAND
BUILDER
SEGMENTATION
USAGE AND
ATTITUDE
54
BRAND HEALTH STUDY (1)
Determine where you should focus your marketing attention to strengthen the brand equity
OUTCOMES
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SOURCES
What people are willing to
do
Understand the building
blocks of equity
PREFERENCE
BRAND SALIENCY
Favorite Brand
(Quality of Awareness)
AFFIRMATION
CONSIDERATION
BRAND
POSITIONING
(Rational ⎥ Emotional)
Recommendation
Willingness to pay
price premium
BRAND
EQUITY
INDEX
CONNECTION
MARKET
SHARES
Love/Hate
Brand Fit
55
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
BRAND EQUITY INDEX
56
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BRAND PYRAMID
57
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BRAND IMAGERY
58
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
INNOVATION
PRIORITIZE
Right products for
your most valuable
consumer
TEST
SHAPE
59
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
STEPS IN THE INNOVATION PROCESS
OPPORTUNITY
/ NEED
IDEAS
CONCEPT
PRODUCT
FINAL
MIX
LAUNCH
LEARN AND
ADJUST
NIELSEN INNOVATION PRACTICES
60
OUR APPROACH
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
How do I develop, price and promote products?
Develop innovative concepts aligned with
consumer demand
Prioritize innovation initiatives for investment,
evaluation
Forecast economic potential based on sales
and marketing plans
INNOVATION TOOLS
o
o
o
o
o
o
o
BASES
Concept Testing
Product Testing
Conjoint Analysis
Packaging Test
FactorsQual
Insight Development
Workshop
o Neurofocus
Run simulations to refine pricing and
merchandising strategies
61
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
THE E.P.I.C. FRAMEWORK
Empathy
Persuasion
Impact
Communication
Liking, Relevance
Encourage to buy,
Commitment
Cut through clutter
Communicate message
62
CONSUMER NEUROSCIENCE
Which moment ENGAGES your target consumers?
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
What RESONATES with them?
How do we perform COMPARE to competitor corporate creative ads?
Methodology
CAPTURE HOW THE BRAIN
REACT TO ADS
32 sensors collect data
500 times every second
to fully capture activity
across all brain regions
CAPTURE WHAT THE
BRAIN IS REACTING TO
Eye-tracking to pinpoint
hot zones
Key indicators
Overall neurological
Effectiveness
Action Intent
Key attribute uplift
Testing materials
Dynamic creative materials
High definition VDO of creative ad copies,
maximum of 3 copies per cell
63
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
CONSUMER NEUROSCIENCE
64
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IDEA CO-CREATION
65
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IDEA CO-CREATION - PLATFORM
66
IDEA CO-CREATION - HOW IT WORKS
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BUSINESS BRIEF
COMMUNITY BRIEF
COMPETITION
MODERATION,
CURATION & ANALYSIS
WINNER SELECTION,
IP TRANSFER
67
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
IDEA CO-CREATION
68
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
IDEA CO-CREATION
69
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
MARKETING EFFECTIVENESS
REACH
What audience
did I reach?
RESONANCE
How did it
change attitudes ?
REACTION
How did it change
behavior?
70
THE APPROACH
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Is my marketing effectively delivering results?
Understand consumers’ viewing behavior
across screens and if you reached the right
consumers
Determine how your campaigns changed
attitudes and opinions
Optimize marketing ROI by improving dollar
allocations across brands, campaigns and
geographies
Marketing
Effectiveness Tools
Ads@work
Neurofocus
Marketing Mix Modeling
Advertising Testing
Real time success
(Concept Screening)
o NeuroQual
o NeuroSense
o Semiotic Codes and
Territories
o
o
o
o
o
71
CASE STUDY: NESCAFE
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Stimulated test for Nescafe
Key messages: Authentic, Iconic, Sociable
PACK 1
PACK 2
PACK 3
72
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
CASE STUDY: NESCAFE
32 sensors collect data 500 times
every second to fully capture
activity across all brain regions
High resolution dense-array EEG
Eye-tracking to pinpoint hot zones
73
CASE STUDY: NESCAFE
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Core & Derived metrics
PACK 1
PACK 2
PACK 3
EFFECTIVENESS
7.5
7.0
6.6
ATTENTION
7.1
6.2
5.9
EMOTIONAL
ENGAGEMENT
6.9
6.4
5.9
MEMORY ACTIVATION
7.3
6.9
6.7
ACTION INTENT
7.2
6.5
5.9
NOVELTY
7.1
6.8
6.3
COMPREHENSION
7.0
6.7
6.2
Pack 1 is the strongest candidate for consideration
74
CASE STUDY: NESCAFE
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Message Resonance Lift
DISTRIBUTION
CUMULATIVE
PACK 1
PACK 2
PACK 3
LEVEL 5
Exceptional
3%
100%
-
-
-
LEVEL 4
Excellent
7%
97%
-
-
-
LEVEL 3
Strong
20%
90%
AUTHENTIC
SOCIABLE
ICONIC
-
LEVEL 2
Good
35%
70%
ICONIC
AUTHENTIC
AUTHENTIC
LEVEL 1
Fair
31%
35%
-
SOCIABLE
-
NO RESONANCE
None
4%
4%
-
-
ICONIC
SOCIABLE
Pack 1 is the most effective in communicating key messages of “authentic” due to the
realistic portrayal of the product
75
CASE STUDY: NESCAFE
Eye Tracking Zone
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WHAT’S WORKING:
ZONE 1
The brand logo’s large font size
Distinct fonts contrasting
well with the background
The representation of the
product in the moment just
before consumption
7.6
ZONE 3
7.2
ZONE 2
6.4
OVERALL NEUROLOGICAL
EFFECTIVENESS: 6.9
Keep the pack in its current form – the realistic cup of coffee that activates mirror
neurons is the key driver of effectiveness
76
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CASE STUDY: NESCAFE
Eye Tracking Zone
77
SALES EFFECTIVENESS
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How can you systematically improve financial performance by delighting
shoppers and optimizing price, promotion, assortment and shelf?
Sales
Measurement
Price &
Promotion
Assortment &
Shelf
Shopper
78
THE APPROACH
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How can I measure and improve my performance?
Deeply understand retail performance and
distribution, their trends and their drivers
Maximize demand by attracting new buyers,
converting shoppers at point of sale and
increasing loyalty
Materially improve financials by optimizing
price, trade promotions, assortment and shelf
Sales Effectiveness
Tools
Retail Audit
Sales Force Activation
Shopper Research
Customer Experience
Winning Brands (Brand
Health Tracking)
o Price it Right (Price
modeling)
o Mystery Shopping
o Catman Qual (Shopper
Decision Trees)
o
o
o
o
o
79
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CASE STUDY: CREDIT X
80
CASE STUDY: CREDIT X
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75% OF THE POSM MEETS THE COMPLIANCE STANDARD
Overall compliance rate in 56 provinces
81
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CASE STUDY: CREDIT X
82
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MYSTERY SHOPPING
Mystery shopping was standard practice by the early 1940s as a way
to measure employee integrity
Mystery shoppers perform specific tasks such as purchasing a product,
asking questions, registering complaints or behaving in a certain way,
and then provide detailed reports or feedback about their experiences.
Why mystery shopping?
Check on Staffs
Neutral Point of View
83
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MYSTERY SHOPPING
84
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MYSTERY SHOPPING
85
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A CAREER ON MARKET RESEARCH
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86
EXPERIENCE VARIES ALONG THE WAY
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CAREER
Qualitative
Quantitative
“A non-linear
path with new
learning
everyday”
Retail Audit ,
Qualitative
Quantitative
Media
FMCG (Fast Moving Consumer Goods)
Financial Services
Telecom
Technology
Media
87
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WHAT’S REQUIRED FOR A RESEARCHER?
PASSION
To make positive
impacts to
consumers’ life
CHANGE
ANALYTICAL
Mind
Have fun but ready
to embrace
changes all the
time
88
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“If you do what you love, you’ll
never work a day in your life…”
Marc Anthony
89
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