Market Research

Kelli MatthewsConsultant

kelli@vervenorthwest.com Verve Northwest Communications

• Spiderman 2

• Tough Love

• Shoeless Joe

• 3000

Shoeless Joe...

Tough Love...

3000...

Test Screening

• 300 - 400 people

• Recruited to see a “sneak preview”

• Fill out an exhaustive survey about:

• Film, title, plot, characters, music and marketing program material

Think About...

• Whom would you recruit for a movie test screening?

• What questions would you ask to help your edit or modify the title or other aspects of the film?

Questions

• Before

• how old are you?

• how often do you pay to see movies?

• After

What is it?

Used to:

•Identify & define marketing opportunities

•Generate, refine & evaluate marketing opportunities

•Improve understanding of marketing process

Marketing research:

•Specifies the info required to answer research questions

•Determine best way to collect data

•Collect the data

•Analyze the results

•Communicates the findings and recommendations

Answer Questions Like:

Planning:

•What kids of people buy our products?Where do they live? How much do they earn? How many are there?

•Are the markets for our products increasing or decreasing? Are there new markets that we haven’t reached (and should)?

Problem Solving:

•[product] Which product design is likely to be the most successful?

•[product] What kind of packaging should we use?

•[price] What price should we charge for our products

•[place] Where, and by whom, should our products be sold?

•[promotion] What combination of media - newspapers, radio, television, magazines - should we use?

Why is it important?

• Seek knowledge

• Understand your audience

Types of Research

• Primary v. Secondary

• Qualitative v. Quantitative

Demographics:AgeGenderIncomeEducationRaceHome OwnershipFamily Size

Market Segmentation

Psychographics:Activities Interest Opinions

Other Segmentations: BenefitsEconomicInternational

• Small group conversation

• Interaction

• Dynamics

• Good questions

About Focus Groups