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1、MARKET RESEARCH-Its a Great Idea but does Anybody want it?,Terry HanbyCRAM International Ltd,Urban Myths,MR 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 disruptive not inc
2、rementalIf Sony had researched the Walkman they would never have launched it!,The Well-balanced Organisation,FinanceHRITetc,Inventing,Making,Communicating,The Reality,Inventing,Making,Communicating,Hi-techCompanies,Inventing,Making,Communicating,HeavyIndustry,Inventing,Making,Communicating,Consumer
3、GoodsCompanies,What is a Customer/Consumer?,A set of unfulfilled needs,Rational,Emotional,Social,Cultural,Easily Accessible,Deep in the Unconscious,Simple Q&A methodsQuantitative Surveys,Projective Techniques,Deep content analysisof language and behaviour,Key Role of Needs,Driving the Supply Chain f
4、rom the Consumer end!,The Demand Chain,RawMaterials,Processors,RawMaterials,Processors,OEMs,OEMs,Customers,Customers,EndConsumers,EndConsumers,SUPPLY CHAIN Efficiency-driven-Cost cutting,DEMAND CHAIN Effectiveness-driven Volume Growth,A Brief History of Market Research,Late 1950s/1960s:move to early
5、 Marketing Culture in UK urgent 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 autonomy,MR History 2,Ea
6、rly 1970s:basic consumer information 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 Corp
7、oration single Global Strategy set and imposed by Head Office,MR History 3,1970/80s: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
8、),MR History 4,1990s+:cost-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 be
9、comes Scenario Building(what if?)quantum leaps Creating the FutureEra of the Transnational Corporation,MR History 5,Today:move from methodological orientation to output(problem-solving)orientationWide range of techniques to support this from Desk Research through traditional Quantitative and Qualita
10、tive to Insight approachesMixed methodologies to solve problems,The MR Tool Box,DeskResearch,QuantitativeMethods,QualitativeMethods,InsightMethods,LiteraturereviewsLibrariesOn-linesearchesDemandanalysesCompetitoranalysis,SurveysTrackersMonitorsProducttestsSegmentationHow much?How many?When?,Groups/d
11、epthsNeedsPerceptionsAttitudesEmotions andFeelingsHow?Why?,IntuitionBrainstormingMixed methodsNew productcreation andadoptionWhere to?Innovation/CreationThe future,Today,Foundation of traditional quantitative and qualitative methods augmented with newer approaches observational studies,expert panels
12、,in-company studiesBUT focus on using the information,not just collecting itCreative workshop sessions using multiple sources(including in-company knowledge),Case Study 1Desk Research,Q:where in the market should I position my new loudspeaker system?A:two options mass,low price sector v.specialist,h
13、i-end(high margin)sector estimates of size and profitability of both,Case Study 2Desk Research,Q: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 co
14、mpetitive set was larger than the client was assuming),Case Study 3Quantitative,Q: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 accepta
15、bility,Case Studies 4Some Quantitative Problems,How many people in the USA buy Chivas Regal as their main brand of Scotch?lying!How many cigarettes do you smoke on average per day?suppression!Why do you buy Persil as your main brand of washing powder?ignorance?,Case Study 5Qualitative,Q:Why do peopl
16、e buy and consume alcohol?A:open-ended groups and depths among drinkers varying by:AgeClassGenderLifestylePreferred drinks,Drinking Needscape,Modern,Traditional,Everyday,Special,CasualSocialising,SocialRites,Off-dutySocialDisplay,BeingDifferent,FriendshipBonding,Raving,LeadingEdge,SpoilingYourself,C
17、ase Study 6Qualitative,Q:why 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 7Insig
18、ht,Q:what determines the 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 team,Case Study 8Insight,Q:what is the major market opportunity for a spe
19、cialist in consumer electronic 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 Walkman,Is B2B different?,ConventionallyMore rational customers a rational person is somebody
20、 you dont know very well!Relationships more important now universally true in MarketingPrice is the key nonsense!satisfying unmet needs is,FMCG and B2B,RawMaterials,Processors,OEMs,Customers,EndConsumers,B2B Dialogue,FMCG Dialogue,FMCG and B2B,B2B dialogue with next point in supply chain onlyFMCG wi
21、th next point in supply chain(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 Consumer,B2B,Some useful MR methods especially in Hi-tech markets:Empathic Design observing products in u
22、se cross-functional team customer visits HP moved from Spreadsheet focus to personal organising for PDAs;customisation of beeper codes led to cell phone filtering capabilities,B2B Methods 2,Lead Users:small group of users who are way ahead of the average market the Military,F1 Racing Teams,computer
23、nerdsQFD:from use of conventional research,Empathic Design and Lead Users use cross-functional team to match customer needs with technologies,The Kano Diagram,Satisfaction,Dissatisfaction,Dysfunctional,Functional,Attractive Quality,One-dimensionalQuality,Must-be Quality,Back to the Beginning,If Sony
24、 had researched 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 Research Its a great Idea but does Anybody want it?,QUESTIONS,青苹果出品 必属精品http:/,囊括2007-2010几百G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,
