《零点知识库mrApril2003》由会员分享，可在线阅读，更多相关《零点知识库mrApril2003（32页珍藏版）》请在金锄头文库上搜索。
1、MARKET RESEARCHMARKET RESEARCH -Its a Great Idea but does Anybody want it?Terry HanbyCRAM International LtdUrban MythsMR is OK for consumer goods but not for B2B because our customers are more knowledgeable (=more rational)MR can only tell you the past and in todays world innovation needs to be disr
2、uptive not incrementalIf Sony had researched the Walkman they would never have launched it!The Well-balanced OrganisationFinanceHRITetcInventingMakingCommunicatingThe RealityInventingMakingCommunicatingHi-techCompaniesInventingMakingCommunicatingHeavyIndustryInventingMakingCommunicatingConsumer Good
3、sCompaniesWhat is a Customer/Consumer?A set of unfulfilled needsRationalEmotionalSocialCulturalEasily AccessibleDeep in the UnconsciousSimple Q&A methodsQuantitative SurveysProjective TechniquesDeep content analysisof language and behaviourKey Role of NeedsDriving the Supply Chain from the Consumer
4、end!The Demand ChainRawMaterialsProcessorsRawMaterialsProcessorsOEMsOEMsCustomersCustomersEndConsumersEndConsumersSUPPLY CHAIN Efficiency-driven - Cost cuttingDEMAND CHAIN Effectiveness-driven Volume GrowthA Brief History of Market ResearchLate 1950s/1960s: move to early Marketing Culture in UK urge
5、nt need to gather basic information on consumers MR companies set up by Economists, Mathematicians and Statisticians emphasis on quantitative Survey Methods forecasting = using a rulerEra of the Multinationals Operating Companies have high degree of autonomyMR History 2Early 1970s: basic consumer in
6、formation systems in place Oil Crisis put pressure on costs/marginsPioneer MR clients looking for differentiation beyond the rational rise of Qualitative MR Dynamic Psychology - forecasting becomes multi-factorial and curvilinearEuropean/US schism in MREra of the Global Corporation single Global Str
7、ategy set and imposed by Head Office MR History 31970/80s: increasing dichotomisation of MR:US companies strongly quantitative (P&G)European companies mixed quantitative and qualitative BUT with strong reliance on qualitative for key strategic marketing decisions (e.g.Unilever)MR History 41990s+: co
8、st-cutting focus Supply Chain Management market saturation (even geographically) hi-tech revolution disruptive technologies innovationMR reframed as Consumer Insight creating tomorrow leading edge consumers eclectic methodologies envisioning and creative sessions forecasting becomes Scenario Buildin
9、g (what if?) quantum leaps Creating the FutureEra of the Transnational CorporationMR History 5Today: move from methodological orientation to output (problem-solving) orientationWide range of techniques to support this from Desk Research through traditional Quantitative and Qualitative to Insight app
10、roachesMixed methodologies to solve problemsThe MR Tool BoxDeskResearchQuantitativeMethodsQualitativeMethodsInsightMethodsLiteraturereviewsLibrariesOn-linesearchesDemandanalysesCompetitoranalysisSurveysTrackersMonitorsProducttestsSegmentationHow much?How many?When?Groups/depthsNeedsPerceptionsAttitu
11、desEmotions andFeelingsHow?Why?IntuitionBrainstormingMixed methodsNew productcreation andadoptionWhere to?Innovation/CreationThe futureTodayFoundation of traditional quantitative and qualitative methods augmented with newer approaches observational studies, expert panels, in-company studiesBUT focus
12、 on using the information, not just collecting itCreative workshop sessions using multiple sources (including in-company knowledge)Case Study 1Desk ResearchQ: where in the market should I position my new loudspeaker system?A: two options mass, low price sector v. specialist, hi-end (high margin) sec
13、tor estimates of size and profitability of bothCase Study 2Desk ResearchQ: what will be the effect on my sales if I increase my prices?A: analysis of price/volume data showed price increases led to falling volumes but higher gross profitability(this study also showed that the competitive set was lar
14、ger than the client was assuming)Case Study 3QuantitativeQ: can I change from my current anglicised product to the (cheaper) international one?A: Yes the 2 products are easily differentiated in blind conditions BUT people buy the brand both products are within the realm of acceptabilityCase Studies
15、4Some Quantitative Problems1.How many people in the USA buy Chivas Regal as their main brand of Scotch? lying!2.How many cigarettes do you smoke on average per day? suppression!3.Why do you buy Persil as your main brand of washing powder? ignorance?Case Study 5QualitativeQ: Why do people buy and con
16、sume alcohol?A: open-ended groups and depths among drinkers varying by:AgeClassGenderLifestylePreferred drinksDrinking NeedscapeModernTraditionalEverydaySpecialCasualSocialisingSocialRitesOff-dutySocialDisplayBeingDifferentFriendshipBondingRavingLeadingEdgeSpoilingYourselfCase Study 6QualitativeQ: w
17、hy will people buy videophones and how will they use them?A: many reasons BUT a major barrier intrusion on privacy when not where should be! Source of anxiety for many:Kids/teens when disobeying parentsBusiness people when not workingAdults when misbehaving!Case Study 7InsightQ: what determines the
18、success or failure of a new spirit brand?A: outlet distribution policy adoption or rejection by a very small, but knowledgeable and influential, leading edge groupRecommendation: recruit them into your NPD teamCase Study 8InsightQ: what is the major market opportunity for a specialist in consumer el
19、ectronic entertainment systems (Late 1960s)A: through a mixture of youth panels, qualitative work and brainstorming sessions key unmet need = portable music = develop a portable music systems WalkmanIs B2B different?ConventionallyMore rational customers a rational person is somebody you dont know ve
20、ry well!Relationships more important now universally true in MarketingPrice is the key nonsense! satisfying unmet needs isFMCG and B2BRawMaterialsProcessorsOEMsCustomersEndConsumersB2B DialogueFMCG DialogueFMCG and B2BB2B dialogue with next point in supply chain onlyFMCG with next point in supply ch
21、ain (Retail Trade) and End Consumer FMCG has some control over final demand through the Retail Trade tension!Critical Activity: understanding NEEDS of Retail Trade and End ConsumerB2BSome useful MR methods especially in Hi-tech markets:Empathic Design observing products in use cross-functional team
22、customer visits HP moved from Spreadsheet focus to personal organising for PDAs; customisation of beeper codes led to cell phone filtering capabilitiesB2B Methods 2Lead Users: small group of users who are way ahead of the average market the Military, F1 Racing Teams, computer nerdsQFD: from use of c
23、onventional research, Empathic Design and Lead Users use cross-functional team to match customer needs with technologiesThe Kano DiagramSatisfactionDissatisfactionDissatisfactionDysfunctionalFunctionalFunctionalAttractive QualityOne-dimensionalQualityMust-be QualityBack to the BeginningIf Sony had r
24、esearched the Walkman they would never have launched it!MR can only tell you the past and in todays world innovation needs to be disruptive not incrementalMR is OK for consumer goods but not for B2B because our consumers are more knowledgeable (= more rational)Market ResearchMarket Research Its a great Idea but does Anybody want it?QUESTIONS青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。
