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Getting To Know You
Presented to:
Thammasat University
23rd September 2009
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Agenda
Introduction a little about me
So what is Market Research?
So which research models do we use?
Quantitative Research
Qualitative Research
Observations versus Insights
A case Study
Q & A
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Who Am I?
Born in UK
Working and living in Thailand since 1999
Been in Asia since 1995
Worked in advertising / insights for 20 years
Saatchi & Saatchi
JWT Dentsu
McCann Erickson
Engage
Worked on brands such as Microsoft, LOreal, Walls Ice
Cream, Coca Cola, Chivas Regal, Toyota, Acer, amongst
others Hobbies include people watching, golf, creating websites
Married with one luuk kreung child
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So what is market
research?
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The media world has exploded
Outdoor
Retail Point of SaleFace-to-Face
Delivery FulfillmentEvent/
Sponsorships
MagazinesRadio Television
Telemarketing FaxCustomer Service
NewsprintPlacement/
Product Sampling
Banner AdsFull-pageBanners
BrandedMobile Phone
Sites
iTV
ElevatorAdvertising
HouseholdPDAs
BrandedSceens
Viral Mail
BrandedGames
PDAsPVRs Telematics
Screens onExercise Bikes
ImageContentScanner
Bar CodeScanner
Branded CDsBranded Web
Content
Mobile Mkt.
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yesterday today
Brands battle for engagement
vs. vs. +
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The consumer is proactively in command
A dynamic, proactive, involved, expressive, consumer
Heavily immersed in the internet
Increasingly mobile in communications and entertainment
In control of intake and output across multiple channels
Participates in virtual networks Shares opinions more than ever and has an audience
Generates content
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The Importance of Information
Competition
Strategic PlanningCustomer Needs
Marketing
Environment
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Definitions
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Getting inside
peoplesheads
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So lets look at the
different types of research
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Essentially divided into 2 areas
QUANTITATIVE
OBSERVATIONAL
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QUANTITATIVE
Is all about numbers / measurement:
How much market share
How many people think.
How many people saw
How many people would buy.
Fixed Questionnaires
Telephone
Face to face
Post
Internet
Intercept / street interviews
QUALITATIVE
Is all about softer issues / exploration:
Why people do things
Why do people think the way they do.
How do people react to things
Discussion Guidelines
Interviewing skills to draw opinions
Depth Interviews (one on one)
Focus Groups
Mainly done face to face
Telephone
Internet
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The Importance of Sampling
Both techniques are based on the notion of sampling to identify who
to talk to
A group of people drawn at random from all the people in your
chosen market
Care is required when selecting your sample in order to avoid biasand misleading results
If you chose respondents from a telephone book, you miss out
all ex-directory individuals (tend to be wealthier)
Sample size depends on the type of survey you are undertaking
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Quantitative Research
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Quantitative
A numbers game that is all about
measurement:
Market size
Market share
Penetration
Market growth rates
It can also be used to find out:
Attitudes
Satisfaction
Commitmentetc
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Quantitative research relies on the questionnaire and it should be at
all times administered the same way, word for word, for each
respondent.
Questions that have double meanings should be avoided at all costs
as should those that leave the respondent unable to answer. Should be short and to the point yet should retain a logical flow
It should be designed with analysis and presentation in mind
can I use the results in a meaningful way?
have I covered off key market metrics?
can I segment and classify the different parts of the market?
QUANTITATIVE The Questionnaire is all important
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334892 375878 347852257462 186911
30053 4203425630
2483427189
14040 13204
19342
81919962
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 YTD 2005
ad o Mags nema ans
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Soap category has no apparent
seasonality
0
10
20
30
40
50
60
70
80
Rp.
Bii
J F M r Apr M Ju Ju Au S p Okt Nov Dec
2001
2002
2003
2004
2005
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Examplemost desired product features
11952TO REWARD MY CHILD
15561TO NOURISH MY KID
INDEX%
TO SOOTH MY CHILD
TO GIVE MY CHILD SOME EXTRA
ENERGY
11848
14258
14770HIGH IN MILK
11451LOW IN SUGAR
11448LOW IN FAT
INDEX%
SOURCE OF VITAMINS/ MINERALS
ALL NATURAL
11059
11058
main satisfaction associated
Ingredients Technology enablers
1. Body Active Calcium
2. Pro/Pre Biotic3. DHA, BHA4. Omega35. Vitamins
Kids Format
Stick-Our Hero
Cup
Mother Format
ConeSandwich
BiscuitSliceBread
Tub Brick Multipack
Wrong pic
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Quantitative
Perhaps the most important part of Quantitative Research is the analysis and
reporting once the survey has been completed.
It is probably fair to say that most quantitative studies are under-analyzedusually because of time constraints.
Analysis is NOT about segmenting and sub-segmenting data into millions of
different sub groups looking for tiny gems of information.
Analysis should be about cross referencing one measure against anotherwithin the same survey
average sales size for your company against your competitor
what proportion of your customers are active in a market
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Quantitative
The better the analysis, the shorter the questionnaire and presentation will
be, because it becomes more focused on important matters rather than just
interesting ones
In order to be successful at this, the analyst needs to have a thorough anddeep understanding of what the business is about and what the audience
needs to hear
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Qualitative Research
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Qualitative In Action
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Qualitative Research
Qualitative has become the glamourous element of the research
process
To test new pol c es or
keep track of p bl c
op n on
To test prod cts and
adverts to see f
message s gett ng
across
Pol t c ans Compan es
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The q al tat ve
researcher m st
become a detect ve
who looks for cl es
and mot vat ons asto what really
dr ves a market by
s ng a range of
q al tat ve
techn q es
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A Qualitative researcher will
seek out:
Motivations
Desires
Beliefs
Ways of Thinking
Words of description
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He / She will also look for gaps or
missing pieces of information
What types of people are in tune
with an ideaParadoxes
Consistencies
He / She will explain why people
say one thing and then go and dototally the opposite
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Aims
To look for clues that explain behaviour and attitudes
by developing a discussion
Get people to talk through in their own words how
they see a particular idea or product area
At all times avoid bias
At all times probe beneath the surface of a subject
and tease out the contradictions
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Ingredients of Qualitative Research
Depth Interviews
Focus Groups
Video Observation
In-situ studiesLong term on-line discussions
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Depth Interviews
Normally used for business to
business research
Normally conducted face to face
but can be done by phone also
Normally lasts one hour
Directed conversation thats very
open ended in order to encourageopinion
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Focus Groups
Normally 6 to 8 people brought
together for a discussion
Typically lasts for 90 minutes
Discussion arises amongst
participants spontaneously Moderator uses a discussion
guide and stimulus materials
Magazines
Photos
Concept boards
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Observational Studies
Increasingly popular with
advertising agencies looking for
an extra spark of reality
Researcher lives the life of the
respondent by following them
and recording their behaviour
Instead of asking what role a
mobile phone plays in their lives
they actually see it and record it
for themselves
Can be accompanied shoppingtrips etc
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Tools Required
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Discussion Guide
A list of the topics and related
questions that need to be covered
Should have a clear view and
purpose of the research. What arewe trying to find out and why?
Starts with generic / broad topics
and narrows down into a focused
area
Should build a rapport with the
respondent
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Stimulus Materials
To aid the discussion, stimulus materialscan be used to provoke comments at
various points
Can also consist of non-visual materials
such as tasks, role playing or building acollage
The aim is to elicit information that
otherwise may remain hidden
E.g. If some describes a brand whenmaking a collage, using pictures of
burnt our cars or men in uniforms
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Recording & Transcribing
Even though the researcher may believe that
they have heard everything during a
discussion, in practice the ability to record and
review the session is essential
Videos can provide excellent presentation
materials when reporting to the client
To Review - A respondent may have been
trying to say something entirely different towhat was transcribed at the time
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Analytical Framework
Some researchers view themselves
as the consumers mouthpiece and
just report what was actually said.
Others believe that their job is tointerpret what has been said and to
develop a theoretical framework or
model
In practice, both happen.
Analysis quality is totally dependent
on the expertise and experience of
the researcher.
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Specialized Qualitative Research
Qualitative covers a wide range of techniques, approaches and
ideas
Different types of research objectives or market requirements can
necessitate specialized research
Brand and marketing development
Customer relationship research
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Brand & Marketing Development
Most qualitative research focuses on testing of
advertising, packaging, product concepts and
brand positioning
With use of specialist stimulus materials and
hybrid research techniques however, skilledresearchers can explore what the brand
means and what is possible with the brand
This can include diaries and observation
combined with interviews
Outcomes of this type of research will result in
brand positioning statements and new
campaigns with new angles
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Customer Relationship Research
Rather than focus on the
brand or market itself,
customer relationship
research focuses on events
and stories surrounding a
relationship with the aim to
identify gaps and
opportunities
This research looks at touch
points between the
consumer and business and
talks about what happened,
what worked and what can
be improved
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Observations versus Insights
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Consider this consumer profile
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I am a working mother with two young children. My life involves
juggling my time so that I can properly look after my family.
My day starts early as I have to prepare breakfast for everyone
before they go to work or school. After I finish that, I have to
rush to get myself ready for work. My house is chaotic in themornings!
Even in the evenings after I finish work I have household
chores to do before I can go to bed like cleaning, cooking,
washing and ironing.
Despite all these pressures I face, I feel as though I shouldshow the world that I am a good mother and that I can keep my
household organized. It is important to me that other people
think I am a good mother.
My kids are the most important thing in my life. I want them to
grow up into being good human beings. If they do that, then I
have done my job as a mother well.
I want my kids to be well rounded and have as many
experiences in life. I know it causes me more work, as I am
always cleaning up after them and making sure they are well
turned out, but it is worth it in the end as they can have the
chance to get on in life. The smile on their faces proves this.
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What is the insight here?
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Mothers have to multitask in order to get things done
A mother has no time for herself
Dads are lazy
Kids are the most important thing in moms lives
Mothers want approval from others
Kids experiencing many things helps them become good people
If my kids are happy, I know I am a good mom
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I am a working mother with two young children. My life involves
juggling my time so that I can properly look after my family.
My day starts early as I have to prepare breakfast for everyone
before they go to work or school. After I finish that, I have to
rush to get myself ready for work. My house is chaotic in themornings!
Even in the evenings after I finish work I have household
chores to do before I can go to bed like cleaning, cooking,
washing and ironing.
Despite all these pressures I face, I feel as though I shouldshow the world that I am a good mother and that I can keep my
household organized. It is important to me that other people
think I am a good mother.
My kids are the most important thing in my life. I want them to
grow up into being good human beings. If they do that, then I
have done my job as a mother well.
I want my kids to be well rounded and have as many
experiences in life. I know it causes me more work, as I am
always cleaning up after them and making sure they are well
turned out, but it is worth it in the end as they can have the
chance to get on in life. The smile on their faces proves this.
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Lets Look Again
Mothers have to multitask in order to get things done
A mother has no time for herself
Dads are lazy
Kids are the most important thing in moms lives
Mothers want approval from others
Kids experiencing many things helps them become good people
If my kids are happy, I know I am a good mom
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The answer is.
None of the above!!
They are basically all just observations. There is no deep
insight here. An insight is a meaningful, deep differentiator
a nugget - that distinctively applies to that core target
group.
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Keep asking the questions
WHY & WHAT FOR???
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The real insight is.
DIRT IS GOOD
The insight does NOT have to be implicitly be quoted by the
consumer. It is the nugget behind what they imply.
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And which brand used this insight?
Breeze Excel
Laundry Detergent
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An Example of Qualitative Research
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MY MEDIAMY MEDIAMarch 2008
TODAYS MEDIATODAYS MEDIA
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TODAY S MEDIATODAY S MEDIAModern / Hi-tech means of advertising i.e.,
moving, more than one dimension.
In the past media will only be in leafletstyle ;for example, giving loan, diet pills.But now media is more interesting andnew/ Female High School Student
Banners have better quality, theyhave more dimensions andmovements ;therefore, makethem more attractive/ Female High School
Student
Nokia Trivision @ Siam Square
1.
Todays mediaTodays media
TODAYS MEDIATODAYS MEDIA
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For example, at Siam Square instead of putting poster ona wall but they build a chair with a Panda and when we siton it ,it like panda is sitting next to us it so cute Female High School Student
They look smart Male University Student
Today s mediaToday s mediaBecoming more creative / smart
TODAY S MEDIATODAY S MEDIA2.
Todays mediaTodays media
TODAYS MEDIATODAYS MEDIA
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Today s mediaToday s media
Building Style by Toyota
The Hi-So Approach
Pepsi Shaker screen Buildin wra Coke bottle on to of Siam Center
TODAY S MEDIATODAY S MEDIA3.
Todays mediaTodays media
TODAYS MEDIATODAYS MEDIA
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Today s mediaToday s mediaRelevant to lifestyle
When I watch AF eating mama on TVit makes me wants to eat mama likethem too / Female HighSchool Student
I dont have time to watch TV sohaving screen on the BTS its a goodidea Female High SchoolStudent
TODAY S MEDIATODAY S MEDIA4.
Todays mediaTodays media
TODAYS MEDIATODAYS MEDIA
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If the color is standout so itcaught my eyes / Female High SchoolStudent
Today s mediaToday s mediaMore fashionable :colorful, designs, graphic.
TODAY S MEDIATODAY S MEDIA5.
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III.III. YY EDIAMEDIA
What types of media teens are look out for
The youth mindset and media implication
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THE YOUTH MINDSETTHE YOUTH MINDSET
Im differentIm different just like my fiendsjust like my fiends
Born with a city lifeBorn with a city life
MultiMulti--tasking is a normtasking is a norm
Technology is natural to themTechnology is natural to them
Diversity is a ruleDiversity is a rule
FreedomFreedom is their aspirationis their aspiration
They seek for acceptanceThey seek for acceptance
Trendy is a mustTrendy is a must
They need to have fun!They need to have fun!
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BE NEW !BE NEW !
Teens seek o t for anything trendy. Media need to response to theseemotional needs.
For example, like posters in the storesometime the promotion has alreadyexpired but they still havent pull out theposter yet /
MaleHigh School StudentIn the noodle shop they put it for toolong till the color is faded so it looks like
garbage. Or just be there to shoe off / Male High School Student
If theyre not new so I wouldnt paymuch attention to them, I'll buy the onethat I wanted to buy in the first place /
Female High School Student
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Be exciting!
Whats cool today is getting cold the next day. New idea isalways a m st!
Male UniversityStudent
Media is not the thing that welooking for so they have to bereally standout to grab attention /
BE EXCITING !BE EXCITING !
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Be colorful!
White and black is too bland ,normaland its like they dont make any effort/
Female High School Student
Color caught the eyes, makeeverybody feel happy and make itdoesnt look too formal / Female High School Student
In the minds of teens, color makes things stand out. Itgets their attention.
BE COLORFUL !BE COLORFUL !
In the evening when they startopen the light it makes bannerlook more beautiful /
Female High SchoolStudent
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I dont like lots of words it like I have tosummarize it again by myself, I wonderwho will actually read it /
Female High School Student
Sometime I didnt pay attentionat it 100% so if it very detailswho will read it?? / Female University Student
Even cream I still dont knowwhat they put in it, I'm too lazyto read / MaleHigh School Student
With variety of messages presented in their lives, teenswant right to the heart communication.
BE CONCISE !BE CONCISE !
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They should be different betweenmedia not that theyre all the samelike in the TV, if it is then I will overlook it / Male High School Student
Example like on a bus it will has a sentence that caught attention such astry to get in the university is harder than tying to get on a bus from amovie Final score or to encourage people to exercise Get off 1 stop beforeyour destination
Female High School Student
Like in a movie theater that has adsthat encourage people to turn offtheir mobile phone before watching a
movie, I kidda enjoy it / Male High School Student
The more you personalize, the more the media becomesinteresting.
BE PERSONALIZED !BE PERSONALIZED !
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Place is also relevant if it on BTSthen it will look hiso high quality / Female High School Student
It look extravagance and gigantic so theyprobably use a lot of money to make it / Female
If it in expensive magazine it willlook superior / Female University Student
Teens want to associate themselves with the hiso image,projected from the chosen media.
BE HISO !BE HISO !
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I like free stuff especially whenthey have a game and then theygive away gift /
FemaleHigh School Student
I like when One2call held a concertat school it fun and I can playgames at game booth / Male High SchoolStudent
Like when I walk at Suan Jattujakand they give me a new flavorsdrinks, make me want to try / Male High School
Student
Sometime when they held an event and lots of people are gather around;therefore, it make me want to know whats happening in there Female High School
Fun is what teens live up to, especially when it comeswith some giveaway.
BE FUN (AND FREE) !BE FUN (AND FREE) !
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Sometime ad on TV is not details enoughfor example mobile phone we will onlyknow that its beautiful but still dont know
their functions so I have to go to the shopanyway / Female High School Student
TV ad has the content if it cool I will tell my friends about it but itwould be weird if I tell my friend about the billboard / Male University Student
Normal banners along the street I thinkthey just only try to emphasize us andmake us remember the brand / Female University Student
Each media plays different roles, its an integralcommunication.
BE INTERGRATED !BE INTERGRATED !
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Thank You