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Seminar: Developing a research brief
Topic Number:5
Principles of Business: Stage 2 Marketing
Overview
You have been brought in by the CMO of a company of yourchoosing to put together a research brief. The company hasrecently developed a new product and is looking to understand ifit is appealing to consumers.
You have been brought in to initially develop the brief, coveringthe following key areas:
• Overview, context and customer landscape• Who the core target audiences are?• What are their defining characteristics?• Key information to find out• Research techniques to use• What output is required?• How will it be used?
Thereafter, you are tasked with presenting your brief to themanagement team at the company. Note that in the followingsession you will be tasked with answering another group’s brief.
3
• Develop and articulate the key stages that are used in a research brief.
• Describe the key issues, context and areas of focus for an organisation.
• Critically define and describe the types of output you are looking for from a research brief.
• Make robust and coherent recommendations for an organisation to move forward to implement a brief.
Learning outcomes of this seminar
Agenda for this seminar
Describe the context for the research that includes the companycontext, research objectives and the product that will be researched.
Discuss the key things you are looking to get out of the research andrecommend the research technique that you would use.
List any practical information you would expect in the brief.
Describe the target audience for the research including keycharacteristics that need to be in the research sample.
Structure for the session
You will have 15 minutes to discuss each
question.
We will have a debrief at the end of each 15 minutes to hear your thoughts on each area.
Feel free to ask questions but please do not have separate conversations ‘we are all in this together’!
Market Research
I believe in innovation and that the way you get innovation is you fund
research and you learn the basic facts.
Research is formalised curiosity. It is poking and prying with a purpose.
Bill Gates
Zora Neale Hurston
Describe the context for
the research, that
includes: the company
context, research
objectives and the
product that will be
researched.
Describe the company and product
Company Context
Define the market and explain its dynamics
Describe key competitors
Describe current and future activities
Describe the target market
External market factors
Background and Role of Research
Reasons for the research
Where does it fit into the marketing strategy
Who does it impact internally and externally?
Identify constraints on actions as a result of the
research
Objective
This is the objective of the marketing project
that the research is for, it is the overall strategic
objective.
Detailed objectives of what you need to know
e.g. attitudes, behaviour, usage
expectations, perceptions.
Is it to understand, evaluate or explore or is it to measure, record or
ascertain?
Business Objective Research Objective
Describe the target
audience for the
research including key
characteristics that
need to be in the
research sample.
Describing the target audience
Total Market
Addressable Market
Target Market
Demographic and Geographic Factors
Attitudinal and Psychographic Factors
Source: Developed by Closer to Brands for Direct Line Group
Other interesting characteristics?
They are animal lovers
They own 3 homes in Eastern Europe
They are stamp collectors
They are always optimistic
Discuss the key things
you are looking to get
out of the research and
recommend the
research technique that
you would use.
Key take-aways from the research
This piece of research should enable us to launch the product to the right target audience with the right positioning, location and timing to
enable it to fly off the shelves.
Research Techniques
Primary Research Secondary Research
Qualitative Research Quantitative Research
List any practical
information you would
expect in the brief.
Reporting Requirements
What format are you looking for?
When do you need it by?
What is the budget?
Existing Research?
Share any other relevant research or information. Often this helps refine how the
research is done. It also means that covering old ground can be avoided, and this research
builds on what is already known.
Appendix – Sources for illustrations
Slide 6:www.vwikipedia.org
Slide 8:www.emeraldinsight.com
Slide 9:www.printwand.com
Slide 10:www.business901.com
Slide 13:www.printwand.com
Slide 14:www.mapsofworld.com
Slide 18:www.glider.com
Slide 19:www.sympatico.ca
Slide 21:www.thefinancialfairytales.com
Slide 22:www.hardresearch.co.in
End of Seminar
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013