MARKET RESEARCH

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Marketing research is an

organized and systematic

way to gather and

analyze information

WHY DO MARKETERS NEED MARKETING RESEARCH?

UNDERSTANDING

Provide clear and deep knowledge

about the playground including market,

competitors, consumers need, insights...

Ex: - Consumer panel gives information

about the consumer of Nutriboost is

mainly from 15-25 y.o.

DEVELOPING

Provide continuous input for marketers

throughout the process of developing ideas,

product concept, plan... To grow the business.

Ex: - Concept test gains feedbacks and

reactions of consumer about the new

Nutriboost Mango taste, packaging...for

further development.

EVALUATING

Make sure everything marketers do is carefully

evaluated which provide a steady base for

success and avoidance of failure.

Ex: The concept test provide the idea of a

glass Nutriboost but when evaluating,

consumer reject the idea because it’s hard to

bring along with them the plastic bottle is

the solution.

MONITORING

After bringing out to the market, all

activities must be measured in term of

effect on the market, consumer... So

that marketer will know whether it

actually work or not and then they gain

experiences for next decisions.

Ex: Launch Monitor research of

Nutriboost Mango show a low

consumption due to the lack of

promotion at P.O.S.

• Have a deep understanding for problems

or issues related to marketers’ decisions.

• Find the best decisions and be confident

with their decisions.

• Identify opportunities and threat

throughout analyzing research result.

• Monitor and evaluate all the activities,

ideas, products... Before and after

bringing out to the market.

MARKETING RESEARCH

Ex:

• Cocacola conducts a research on Usage and

Attitude of consumer toward Nutriboost and find

out that consumer want a new taste beside orange

and strawberry Develop a new taste (Mango)

• After 3 months of launching Mango taste

Nutriboost, Cocacola conduct Brand Awareness

monitoring and find out that the brand awareness

of the new product is too low Campaign to raise

brand awareness for the new product.

• Retail audit show that Nutriboost mango is not sold

well in convenient stores due to the poor

demonstration Trade marketing activities are

executed.

TO MAKE

BUSINESS

DECISIONS

Helps Marketers to

MARKETING RESEARCH CLASSIFICATION

Neutral CertainUncertain

Exploratory research

Used when marketers just step

into the problems and have little

knowledge about the problem.

This will give marketers initial

thought as a base for further

research.

Ex: U&A research on the

purchasing behavior of beer

point out Women choose beer

based on the reputation of

brand.

Descriptive research

Used to explain, and test

hypotheses and help marketers

find accurate answers for Who,

What, When, Where, How

question like Who uses product?

How they use product?...

Ex: Show exactly which brand

women perceive the highest

reputation among beer brand.

Causal research

Used to find cause and effect

relationship so that marketers can

predict and be confident with the

decisions.

Ex: TVC testing will show the

reaction of women about the TVC

of the new beer for women, they

like it or not, can they get the

message, the scenes used attracts

them or not... So that marketer

can adjust the TVC to satisfy them.

Initial steps into problems

Know thoroughly problems so that I can give solution

Will the solution work?

BY OBJECTIVES

CERTAINTY OF DECISION

BY RESEARCH METHODOLOGIES

BY SOURCE OF DATA BY RESEARCH NEED

Primary data

Data gained by marketers’

own research using research

tools like focus group, survey,

observation...

Ex: PepsiCo develop their

own segmentation method

based occasion of drink

through their understanding

about the drink behavior of

consumer in Vietnam.

Secondary data

Data that is already

existing or published

and can be easily

collected.

Ex: The population

of Hochiminh city

classified based on

income, age,

working field,

gender...

Desk research

Can be conducted easily through searching,

gathering and analyzing information on internet,

newspaper, report which is available and public.

Ex: Marketers can easily find reports about the

Vietnamese beer market on the internet.

Qualitative research

Gathering groups of consumers as respondents

and asking them questions to explore their initial

opinions about their products usage, issues,

concept, needs...Because of the small number of

respondents it does not represent for the whole

population.

Ex: - Focus group discussion: a group of 6 women

is asked about their behavior of drinking beer.

- In-depth interview: 1 woman is interviewed

deeply about her behaviors of drinking beer.

Quantitative research

Used to confirm and generate conclusion for an

issue on the basis of large scale sample surveys

with fixed questionaires.

Ex: Generate a questionnaire and ask consumer

to tick into the questions that they find suitable to

them, after that, researcher will collect the data

on a large number of survey, analyze and give

the conclusion.

Strategic

Continuous Research – conduct many times, help to

evaluate outcome, monitoring activities and identify new

market trend... So the Marketing research company can

made it periodically and sold to many client.

Ex: Retail Audit, Consumer panel, Media rating...

Ad-hoc

Customized Research – conduct to serve a specific need of

the company at a specific time.

Ex: Brand health check, Concept testing, Communication

testing...

Stages of

innovation process

What to do in that

stage?

What type of

research?

What to do in that research?

Strategic

understan-

ding

Understand about:

Consumers

Brand

Markets

to define strategies for

capturing opportunity

Secondary research

(general market

opportunity, threat)

Desk research:

• Trend Analysis: Economic, societal, demographic, etc. trends affecting category and

brand

External Data:

• All available information sources (category reports, internet, magazine, database…)

Market Intelligence

(detail information,

numbers, index about

consumers, brand,

market to evaluate

opportunity, threat,

define strength,

weakness)

Retail Audit Data:

• Measure sale volume, market share, growth rate of each brand and category

periodically

• Distribution, in-store activities, product sales through retail outlet

(Ex: Supplier AC Nielsen)

Consumer Panel:

• Record consumers’ purchases on an on-going basis

(Ex: Supplier Kantar World panel)

Brand and Communication Tracking:

Track and evaluate brand and competitors’ communication campaign (awareness,

consumer’s reaction, brand perception,…). Mostly tracks TV ads, print, radio, press,…

(Ex: Supplier TNS Media)

Strategic Plan

(strategic information

created for a specific

objective, project,..)

Habit & Attitudes:

• Basic habit and attitude toward category and brand

• Answer questions Who? What? Where? When? How? Why? (basic level)

Segmentation: Divide consumers into typical groups

Drivers of Brand Choices:

• Attributes driving consumer’s preference, from which identify brand’s weakness,

strength, differentiation.

• Attributes can be brand image, products property, product performance

Idea develop

-ment and

screening

Develop concepts

supporting brand

building (e.g. product,

pack,

communication,.)

Primary research

(deep and detail

information about

consumer

Qualitative research to have inputs for concept development:

• Focus Group

• In-depth Interview

• Workshop

Test concepts to see

which concepts is

more welcomed by

consumers

Qualitative & Quantitative Research for concept testing:

• Generate/refine prototypes for each potential concept

• Screen prototypes by measure real consumer’s reaction for each concept

INN

OV

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N R

ESEA

RC

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Stages of

innovation

process

What to do in that

stage?

What type

of

research?

What to do in that research?

Feasibility From winning concept,

develop marketing mixPrimary

research

Quanlitative research for Mix development (especially Pack development &

Communication development)

From developed

marketing mix, test its

market potential

Quantitative research for:

• Pack Test to evaluate 5 criterias: appealling, purchase intent, shelf standout, brand

relevant, unique

• Final Concept Test to evaluate the suitability between concept and its mix

• Product Test to evaluate the performance of the branded product in consumer’s

normal usage condition:

- Home-use test: put products at consumers’ home for daily trial so that they can

compare to their current products (apply for FMCG: washing powder,

condiments,...)

- Centralocation test: invite consumers to a place for trial (apply for milk, tea,

coffee,...)

• Simulated Test Methodology/ Total Offer Test to evaluate consumer’s

acceptance level of product

Capability Prepare for launch (last

resarch before launch)Primary

research

Quantitative research for Communication Pre-test (TVC, print,..)

Launch Track the launch Market

Intelligence

Launch Monitor (data collected and combined from Consumer Panel and Retail

Audit):

• Track sales, penetration, target reaching etc. to define if launch is success or not

Brand and Communication Tracking:

Track MoS of brand and competitors’ communication continually:

• Consumers’ brand perception

• Consumers’ awareness and reaction to brand communications

Brand health tracking: Purchase funnel, Communication measures, rating consumers

on brand,...

EXAMPLE: Launch SG Baby SOUP nutrition porridge (Saigon Food company)

Strategic understanding Idea development & screeningDesk research and External Data:

• Porridge is one of usual kinds of food for childrend

• In busy life, nutrition porriage cooked in streetstores is not hygienic,

nutritionous and convinient enough for kids

Opportunities for brand

Retail Audit:

• In 2015, growth rate of packed porridge category is 25% which is double

that of instant noodle (12%)

• Market share of main brands:

Vifon (68%), Gau Do (18%), SG Soup (12,5%), Others (0,5%)

80% market is mainstream

• Distribution: Weighted out of stock, weighted distribution, value SPPD,

number of distribution of main brands 2014-2015

SG Soup’s index is equivelant to main competitors

Consumer Panel:

• Penetration: 20%

• Avarage volume per peole: 8 pack

• Purchasing frequency: 1-2 per week (70%)

• Voluem per trip: 4

B&C Tracking:

Consumers are aware of brand and message but feel neutral about it

H&A:

Segmentation:

Mother with kids <3 years

Mothers with kids 4-6 years

Mother with kids 6+ years

Driver of brand choices:

Factors affecting choosing brand:

Sufficient nutritional ingredients (45%)

Convinience (25%)

Affordable (23%)

Reputation/ Approved by health professionals (7%)

Qualitative research for concept development:

Unmet need:

• Nutrition: «current products with dry ingredients does not supply

enough nutrition for my kids»• Convinience: «I have to bold water and cannot take away»• Variety: «my kids do not feel delicious when they have to eat that

kind of flavors all the time»

Ideal product:

• Ensure my kids’ health

• My kids enjoy their meal

• Guarantee high-quality

Quantitative research for concept testing:

Winning concept:

As a busy mom, i always want to have high nutriition porridge for my kids

but it does not take my time much.

SG Baby Soup with naturral ingredients giving high nutrition and

japanese technology that can enable your kids to directly enjoy

porridge without boiling and no preservatives

SG Soup Baby – Cháo đã nấu chín, mở gói ăn ngay

Feasibility Capability Launch

Final mix after developing and testing

Product:

• Cooked porridge with natural

ingredients (not dry). Consumers dont

need to boil water and can eat directly

• 2 flavors

Packaging:

• Lively colors: blue, yellow, orange

• Lovely pictures: animated bee, butterfly

• Attractive name for baby: Sườn ngũ sắc,

thịt bằm bí ngon

• Information about product: clear

guidance, brand, reason to believe

Communication:

• Key message: Cháo đã nấu chín, mở

gói ăn ngay

• Secondary message: công nghệ Nhật

Bản, không chất bảo quản, nguyên liệu

thật 100%

Quantitative research for

Communication Pre-test

• Like or dislike:

- Absolutely liking: 50% like it very much,

30% like it little

- Relative liking: 40% like it more than

almost other ads, 20% like it little more

than almost other ads

• Personal relevant: 40% agree strongly,

25% agree somewhat

• Brand relevant: 80% correctly recall

brand

• Uniqueness: 47% agree strongly, 30%

agree somewhat

• Appealling: 52% agree strongly, 25%

agree somewhat

• Purchase intent: 65% confirm buy, 20%

consider

• Key message: 55% agree strongly, 23%

agree somewhat

• Secondary message: 70% agree

strongly, 15% agree somewhat

Fix improving points and start to launch

Launch monitor:

• Sale tracking: increase 20%

• Target reaching: 70%

• Market share: 2%

• Distribution (Weighted out of stock,

weighted distribution, value SPPD,

number of distribution of main brands):

equivalent to main competitors

Brand and communication tracking:

• Brand perception: 55% correctly

perceives what brand promises

• Awareness of campaign: 70% target

• Reaction to campaign: 48% target

Brand health tracking:

• Purchase funnel: conversion rate doubly

increases in awareness, consideration,

trial stages

• Index (the same of communication pre-

test in capability): stable

MARKET

RESEARCH

BRIEF

SHOULD:

• Include any relevant

information

• Identify all factors that

limit the research

(time/budget/region/acti

vities…)

• Allow time for a well

though-out

proposal/report

• Allow agency to

recommend about the

design & sample structure

Market research brief is

a guidance document

for agency to start the

research project that

describing the need for

research, direction for a

qualify proposal/report.

MAKE VERY GOOD-AND-CLEAR QUESTIONSresearcher will answer them

WHY IT’S

IMPORTANT?

IT LEADS TO A MORE MEANINGFUL

AND USEFUL STUDY.Marketers do not conduct research themselves but research

agencies. The brief

- Help to shape marketer thought about research needs

- Ensure agencies have a full understanding of requirement.

ROLE OF

MARKETER?

A GOOD

BRIEF

SHOULDN’T

• Be messy with nice-to-

know information

• Be too secretive about

how the objectives/

actions will be taken

• Not to be accepted by

key decision makers

(BOD/Stakeholders)

WHICH INFORMATION SHOULD

BE CLEARED IN RESEARCH BRIEF?

KEY CONTACT

- Date

- Client group

- Client contact

- Research liaison

BASIC INFORMATION- Project name/Description

- Brief number

- Category

- Market/location

- Referent brand

- Budget

ANSWER THE

QUESTION

CONSUMER

SEGMENT

BACK-

GROUND

MARKETING

OBJECTIVES

INFORMATION

INCLUDED

ACTION

STANDARD

KEY INFORMATION

TO BE OBTAINEDREPORTING

REQUIREMENTTIMING

STIMULUS

MATERIALSBRIEF

ACCEPTANCE

ANSWER

THE

QUESTION

INFOR-

MATION

INCLUDED

WHO are in-

charge for this

project?

Name & contact

details

(phone/email/tax)

WHAT project does

agency handle?

Give an overview

information as above

WHAT business decisions will be

made base on this study, WHAT

is to be achieved?

WHERE the company intent to

be?

- Business decisions will be

made base on research

- The brand intention

- What is to be achieved?

RESEARCH

OBJECTIVES

- Demographic

- Behavior, usership

- Penetration level

- Other information

WHAT led to the

request for

research?

- The context of research

- Previous key learnings

that’s relevant help

agency know the brand

problems/issues

- Category insight &

brand strategy

- Other information

- 2-4 Primary objectives

and secondary

objectives (if

necessary)

Describe how it affect to:

- brand or category

benchmarks/norms

- cost/benefit analysis,

- minimum sales targets

HOW will the

information obtained

be used to make the

decision?

WHO we need to

talk to to get the

information?

WHAT are the key issues

that need to be

researched in order to

accomplish Marketing

objective?

WHAT specific questions

do I need to ask?

- Detail information need

to be explored to

address objectives

- Specific attributes to

evaluate test materials

WHAT do you need

agency to provide after

researching?

- Proposal

- Extra materials (survey,

questionnaire…)

- Result/ type of result

(topline/presentation/

full final report)

WHEN will the

research be done

& the decisions be

made?

Timing for

- Fieldwork time

- FGD

- Topline

- Presentation

- Full report

- Report to BOD

WHAT are extra

information that

agency can get

from client?

- Brand positioning

(brand key)

- product concept with

material (video/gift…)

- product prototypes...

The signatures/

recommendations

of WHO in charge

cross functions

BY WHO does the

brief take effect and

what recommend for

this?

market research brief KEY CONTACT &

BASIC INFORMATION

Brief number: BC-02

Project name: “Luck & happy Tet”

Category: Cheese/Food Solution

Market(s)/Location(s): North & North Center

Coast, Semi Urban

Brand: Con Bo CuoiBudget: 500 mil VND

Date: 20/1/2016

Client group: Bel Vietnam

Client contact: Kieu Thien Van

Research liaison: Tran Ai Lam

BACKGROUND &

MARKETING OBJECTIVE

Tet - the biggest holiday are coming.

As Tet is perceived a long traditional

holiday of luck & happy, kids play an

important role in giving and sharing

happy & luck. Last year, Cheese

consumption in Tet was 38% money

value of brand consumption in the

whole year.

With the biggest learning from “Con

Bo Cuoi chicken flavor” launch is

about value equation. Product story

should have justified the price, then

promotion gift would create

emotional added value for free.

Without new product story, promotion

gift was perceived as “for sale”, not

value for money.

As Tet is coming and becoming the

major-consumption-time of the year, a

“Con Bo Cuoi” campaign with new

story of happy & luck to offer good

value equation is urgently requested.

RESEARCH OBJECTIVE

Total mix:

To identify the potential of total mix (pro-

position, price, product story) for Tet which will

give the best value equation

In details:

Proposition: To identify the relevancy & uniqueness

of “happy & lucky cheese” to target moms

Product story: To identify the unique & trigger story

of happy & luck to finalize the product brief and

communication idea

Gift story:

To identify the potential of new gift story and gift

prototypes in target moms & kids’ groups

CONSUMER SEGMENT

(TARGET GROUP)

Mom

-Housewife, age 30 – 45

-Have kids 8 – 12

-Social class : ABC

-Coverage : Red River and North

Central Coast, rural

-Others (specify) :

+ Decision maker in choosing and

buying cheese for kids

+ Used to buy Con Bo Cuoi cheese

for kids

Kids

-Gender : any

-Age 8 – 12

-Eat at least 1 pack of cheese per

month (any brand).

-Social class : any

-Coverage : North and North

Central Coast, rural

market research brief

ACTION STANDARD

Information learned from FGDs could

help us to:•Sharpen brand positioning “happy

cheese”

•Sharpen Tet product & advertising

concept for quantitative test•Finalize product brief &

communication idea•Finalize at least 2 happy gifts for Tet

campaigns

KEY INFORMATION TO BE OBTAINED

MOM FGD:

Total mix

• Key drivers to buy in Tet, to re-purchase: kid asking, product, or any

things else

• Purchase intention for total mix

• Perception about luck and happy in Tet.

In detail

Proposition:

Relevant to target moms?

Relevant to category as cheese has low-involvement to moms?

Consumer’s association to ‘happy & lucky cheese’ & “Con bo cuoi”?

Product story

Which insight/element that is the most relevant to “luck & happy”,

target moms, wow, unique & trigger them to buy?

Key benefits recalling at TOM when hearing “Happy & lucky cheese”

Purchase intention (with & without price, with & without gift)

Suggestion stories .

Gift story:

Relevant to target moms & kids?

Create strong purchase intent? Why & why not?Other information:

Shopping behaviour

Lifestyle

KID FGD:

Gift story:

Relevant to target kids?

Likability

Prototype concept researcj reference

TIMING &

REPORTING REQUIREMENT

Proposal/questionnaire: 20/11/2015

Fieldwork time: 30/11/2015

FGD: 03 - 06/12

Topline: 08/12

Full report & extra information: 15/12

Presentation/Report to BOD: 20/12

STIMULUS

MATERIALS

Material need to prepare from client: brand positioning (brand key), gift, product

prototype concept of “Lucky and happy chese”

BRIEF ACCEPTANCE

Signature & recommendation

THANK YOU