How to Conduct Successful Marketing Research Projects Amy Siadak

How to Conduct
Successful Marketing
Research Projects
Amy Siadak
June 3, 2011
Today’s Presenter
Amy Siadak
President
Amy Siadak joined House of Marketing Research
(“HMR”) in 1990.
In 2001, Amy became President and Owner of
HMR. Amy has a solid and proven experience
working on marketing research projects that range
from non-profit organizations, small businesses,
and Fortune 500 companies.
About HMR
Established
> Founded 1976
Office
> Pasadena, CA
Diverse Staff
Languages spoken: English, Tagalog,
> Mandarin, Cantonese, Korean,
Vietnamese, and Spanish
Broad Client Base
> Global Corporations, Market Research
Firms, Advertising Agencies and Small Businesses
Our Focus
> General Market, Consumer Reach, Business-toBusiness, Asian Research, Latin/Hispanic Research
Impact of Economy On Businesses
1.Reduced budgets and discretionary spending
2.Increased pressure to show clear visible
outcome of each project
Need for Market Research Professionals
1. Get it right the first time
2. Provide timely quality data to help businesses
make informed business decisions
Understand your
objectives
Know Your Goals
• Know your business
goals
• Know what is in and
out of your scope
• Be specific about
what this study is
meant to
accomplish
Agree On Deliverables
> Make
> Hold
a clear statement of work
a kick off meeting
– Invite all stakeholders
– Set a clear agenda
– Set timeline and milestone
Traditional Views of
Research Methods
What is the goal of your research?
> Understanding the consumer
> Evaluate a concept or brand positioning
> Testing a new product
> Determine product viability
> Understanding purchase behavior
> Updating current and past research methodologies
– Tracking study – Brand equity
Research Methods
Method
Qualitative
Quantitative
Perspective
Exploratory
Confirmatory
Tools
Focus groups, in-depth
interviews, Social
networks, observation
(ethnography), bulletin
board chats, online focus
groups,
Surveys, tabulations,
multivariate analysis,
graphical reporting
Analytical Aim
Themed, behaviors,
reason why
Numerical descriptions
Primary
Research
Consumer
Creative
Communication or key
drivers
Design Components
Method
Qualitative
Data Collection
Inductive development of
strategies to product
characteristics
Collection of
textual/visual/oral
materials
Data Analysis
Quantitative
Prior development of
brand measurements
Quantitative and
testing multivariate
testing
Textual analysis (memos, Numerical descriptives
coding, quotations)
Estimation of
population variable
Narrative approaches
Most Common Method
Qualitative methods
Used to develop
Quantitative design
Qualitative
Quantitative
Results
Overview of
Qualitative Methods
Traditional In-person Groups / Mini Groups
> 8-10 participants/Mini 4-5
Research Input
> Sight, Sound, Smell, Taste, Touch
Typical Data Collection Time > 1.5 – 2 hours sessions
Observer Experience
> Focus Group Facility/one way mirror
Level of Observer Engagement > Moderate
Speed of Participant response > Immediate
Project Timetable
> 2-4 weeks
Data Delivery
> 5-7 days (depending on report format)
Average Costs
> $5K-$10K/group/Mini $3K - $5K
# of Participants
Online Focus Groups
> -8-10 participants
Research Input
> Sight, Sound
Typical Data Collection Time > 1- 1.5 hours
Observer Experience
> Online platform/backroom private chat
Level of Observer Engagement > Moderate to easy
Speed of Participant response > Immediate
Project Timetable
> 2-3 weeks
Data Delivery
> Instant (transcripts)/5-7 days full report
Average Costs
> $5K-$8K/group
# of Participants
Key Points to Setting Up Focus Groups
Recruiting
– Garbage in/Garbage out
– Reputable and ethical recruiting
– Identify your target market audience
– Participants are sourced, screened and pre-qualified
Facility
– Traditional Face-to-Face/Focus Group Facilities are nationwide and globally
• Geographically desirable for participants
– Online platforms
Key Points to Setting Up Focus Groups
Moderator
– Knowledge in industry
– Hire a Professional
• Personality, skill and understanding of your objectives
– Interview
Analysis
– Top line summary report
– Full report with recommendations and next steps
Benefits of Doing Focus Groups
•
Allow diverse opinions and different perspectives
•
Informal and free flowing discussion - exploratory
•
Elicit deeper levels of thought and feelings
•
Immediate feedback
•
Non-verbal behaviors and facial expressions
•
Tremendous amounts of data at a reasonable cost
Overview of
Quantitative Methods
Surveys
•
Data Collection Methods
• Data Collection Methods
–
–
–
–
•
•
Telephone
•
Intercepts
•
Mail
• Online
Talk to the right audience/Identify
different customer types
Your own customer list
• Sample
Purchase lists
Panels
• Talk to the right audience
/ Identify different customer types
Ask The Right Questions
–
–
–
•
Telephone
Intercepts
Mail
Online
Sample
–
–
–
–
•
Surveys
Question sequences
• Your own
Remember your research objectives
• Purchase
Length of survey
•
Analysis and Actionable Data
–
–
Measurement
Statistical data
Panels
customer list
Lists
Surveys
•
Data Collection Methods
–
–
–
–
•
•
Ask the right questions
•
Question sequences
•
Remember your research objectives
Talk to the right audience/Identify different customer types
Your own customer list
• Length of Survey
Purchase lists
Panels
•
Ask The Right Questions
–
–
–
•
Telephone
Intercepts
Mail
Online
Sample
–
–
–
–
•
Surveys
Analysis and Actionable Data
•
Analysis and Actionable Data
–
–
Measurement
Question sequences
Remember your research objectives
• Statistical
Length of survey
Measurement
Statistical data
Data
Surveys
•
Data Collection Methods
–
–
–
–
•
•
To answer “How many?” or “How much?
•
Answers levels of satisfaction or dissatisfaction with
a product or service
Talk to the right audience/Identify
customer types
• Allowsdifferent
measurement
against competitors product
Your own customer list
services
Purchase lists
Panels
• Obtain a composite profile of the population
• Graphs and tables/numbers
Ask The Right Questions
–
–
–
•
Telephone
Intercepts
Mail
Online
Sample
–
–
–
–
•
Benefits of Doing Surveys
Question sequences
• Quantifiable
Remember your research objectives
Length of survey
Analysis and Actionable Data
–
–
Measurement
Statistical data
or
Case Study
Look Before Leaping – Case Study
Category: Smart Phone Dating App
Methods: Concept Testing, Product Testing, Sales Forecasting
Budget: $8K
Research Objectives
•
The primary objective was to assess the market potential represented by the new
app product, and to determine if the app was optimal in terms of consumer
acceptance and probability of purchase.
•
If the product were optimal, then what retail prices would be optimal?
•
If the product were less than optimal, how should it be modified to maximize
consumer acceptance?
•
Get investor funding
Research and Design
•
•
•
•
Sample size = 500
Who – College students
Surveys were conducted by doing intercepts on school campus
Series of 3 mini groups conducted
– Males
– Females
– Mixed Gender
•
On-going participant panel arranged to test the beta version and
subsequent versions
– Online diary
– Surveys
•
Additional follow up focus groups
Results
• We learned that because the internet has a plethora of dating sites, this app could
get overlooked as “just another dating site”.
• In order to succeed, the marketing messages need to highlight the apps feature for it
being a “location based” app paired with social network aspects.
• We also uncovered several concerns, particularly with the female segment. This
allowed the team to address security issues prior to launching the beta test.
• We uncovered the top five buying motivators and established the price points.
• The clients were able to secure $250,000 investment money. It allowed the new
start-up company to continue working on the technology, fine tune the app features
and begin creating their marketing messages.
Resources For Research Partners
To find recruiters, facilities (traditional and online) and moderators:
 Quirks.com
 Bluebook.org
 Greenbook.org
 hmr-research.com
Take Aways
• Plan your strategy
• Carefully select the right
research methodology
• Insightful research information
will help you make better
informed business decisions
Thank You !
FREE CONSULTATION
Amy Siadak
House of Marketing Research
PH: 626.486.1400 x204
EM: [email protected]