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Mardis de l'AIGx - Patrick DENIS

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Mardis de l'AIGx
Patrick DENIS
Démystifier les études de marché

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Mardis de l'AIGx - Patrick DENIS

  1. 1. Les Mardis de l’AIGx Thorembais-Saint-Trond 26 mars 2013
  2. 2. Démystifier les études de marché Les comprendre et pouvoir les aborder (Quelques exemples du secteur Pharma) Ir Patrick Denis Fondateur et Directeur de Talensis SPRL International Consultant chez Borderless Executive Search
  3. 3. Talensis • Created in October 2010 • I offer my experience to companies (client side and agency side) and individuals to help them grow and fully exploit their potential • Consultancy and support on an ad-hoc or longer term part-time basis, depending on client's needs on:  Management ad interim of Market Research, Business/Market Intelligence, Competitive Intelligence and Market Analytics projects, Department set-up or Organizational changes  Business Development  Personal development, career coaching and professional guidance • Usual clients are typically small or start-up companies requiring (part-time) expert support and larger companies in need for experienced, directly operational ad-hoc interim support • Other activities include fine art/people/architecture photography and scientific/medical translations
  4. 4. • Founded in 2000, Borderless is a retainer-based, direct search firm and leadership consultancy, specializing in four B2B sectors :  Process & converting industries (chemicals,…)  Life sciences  Food processing  Environmental technologies • Borderless consultants have each held senior leadership roles in multinational organizations within one or more of the sectors we serve • Working with clients worldwide, we operate from bases in Belgium, France, Singapore, Sweden, Switzerland, United Kingdom , the United Arab Emirates and the USA http://borderless.net Borderless Executive Search
  5. 5. • Borderless is a trusted partner for companies requiring assistance in :  finding and attracting executives for roles in board, general management and functional leadership positions  designing leadership and talent management strategies  facilitating the onboarding of new executives during the first 100 days in their new role • Clients and candidates alike have praised our people-friendly, service- intensive approach to delivering results. http://borderless.net Borderless Executive Search
  6. 6. Today’s goals Allow each one of you to :  avoid common pitfalls  discuss with, understand and challenge a Marketing Research agency  commission and get the most of a Marketing Research project
  7. 7. Agenda  Marketing Research  Desk Research  Field Research  Marketing Research Process  Marketing Research Planning  Conclusions
  8. 8. Marketing ResearchMarketing Research
  9. 9. Intelligence is not about having knowledge, but knowing what knowledge is worth having Marketing Research : quotes
  10. 10. Don’t navigate in the dark…
  11. 11. Competitive Intelligence Your competitors are watching you. So, you’d better watching them !
  12. 12. Knowledge for the sake of knowledge can be a waste of time and money for a commercial, profit-making organization What is Marketing Research ?
  13. 13. What is Marketing Research : Definition Marketing Research is the systematic and objective search for, analysis, storage and distribution of information relevant to any clearly identified problem relating to the marketing (4 Ps) of goods and services undertaken to increase the likelihood of the most effective marketing action to be implemented
  14. 14. What is Marketing Research : Objective “Marketing Research has only one use : To help managers make the best business decisions. Unless it does this, Marketing Research is a wasted effort” “Future business decisions should always be specified in the description of any Marketing Research project” Dr. Walter Williamson Mgr. Marketing & Business Research DuPont (Polymer Prod. Dept)
  15. 15. Marketing Research should be forward looking and relate to decision-making. It is not a substitute for decision-making, but a key-aid to this process. What is Marketing Research : Objective
  16. 16. What is Marketing Research : Characteristics • It can  Save you, make you or cost you a lot of money  Be “quick and dirty”  Or be expensive and precise  Help you make decisions • It cannot/should not  Be used to justify past actions  Make decisions for you
  17. 17. Most of the time, the facts and knowledge you need are more easily obtainable than you probably realize
  18. 18. Benefits of Marketing Research  Implementation of the most effective marketing action  Replaces subjective opinion with hard facts  Reduces business risks  Confers competitive advantage  Instills confidence  Focuses on key issues
  19. 19. The 5 “C’s” of Marketing Research The importance of : CCompetence The need for : CCreativity The awareness of : CChange The need to : CCommunicate The establishment of : CCredibility
  20. 20. International vs Home Marketing Research  Language  Culture  Economic differences  Political and legal factors  Climate and geography  Business practices  Standards Aspects :
  21. 21. Types of Marketing Research Marketing Research Ad-hoc Continuous Desk Research (Secondary Research) Field Research (Primary Research) Continuous Tracking Periodic Monitoring Qualitative Research Quantitative Research
  22. 22. What Information can Marketing Research provide ? Market Research  Size, players’ profile, market shares, imports, exports, trend data,... Product Research  What is right or wrong with the products or services sold, formulation used, pricing issues, competitive molecules, concept testing, name testing, packaging studies,... Advertising and Promotional Research  Most effective ways of communicating with/influencing key decision-makers, media research, detail folder and advertisement testing,...
  23. 23. What Information can Marketing Research provide ? Distribution Research  Distribution channels being used Motivational Research  Buying process (influencers, choice criteria,...),... Attitude/Image Research  Customers’ attitudes, to the products and their suppliers, reaction to changes, brand awareness, corporate image study,... Customer Service/Satisfaction Research  Customers’ key requirements and how do suppliers rate on these key attitudes,... Sales Force Effectiveness Studies M & A and Other Financial Information Research Competitive Intelligence Research
  24. 24. Internal vs. External • The decision to outsource or not the Marketing Research project can be influenced by :  Costs of the research  Lack of internal “know-how”  Lack of internal resources (local/corporate)  Objectivity and credibility of an external input
  25. 25. Time Do It Yourself, If You Have: Expertise Staff Resources
  26. 26. Desk ResearchDesk Research
  27. 27. “Pulling together a number of different information sources to create a picture of a situation within a market” Desk Research : what is it ?
  28. 28. Desk Research purposes  Performance measurement: historical analysis  Market evaluation: defining a market  Assistance in specifying the Field Research: e.g. universe size, composition, segmentation,…
  29. 29. Desk Research sources • Desk Research : Secondary Data sources  In-house information (company files, MIS, people,...)  Libraries : magazines, directories, publications, journals,...  Stockbrokers and banks  Commercial marketing research organizations : multi-client studies  Government  Universities  On-line databases, internet  Professional/Trade associations and personal contacts
  30. 30. Desk Research application: Information Tracking System • Monitor sales, usage and performance  Product sales vs competitors to detect changes  Sales/usage by diseases  Changes in Rx size, length of therapy, dosage form  Promotional message and impact on sales  Representative detailing by specialty • Use the Secondary Data available  Compile in a systematic/usable form  Issue regular summary reports  Highlight changes in trends
  31. 31. Field ResearchField Research
  32. 32. Field Research sources • Field Research : Primary Data sources  Personal interviews  Telephone interviews Each using  Mail questionnaires various specific  Group discussions techniques  Panels
  33. 33. Quantitative vs Qualitative QualitativeQuantitative •Exploratory •Why ? •Definitive •How many ?
  34. 34. Qualitative Quantitative Field Research: types  Discovering attitudes, beliefs and responses to products, situations, events, advertising, etc.  Smaller sample size  Measuring the extent of attitudes and beliefs, etc.  Measuring product usage (or non-usage)  Estimating frequencies of events  Numerical  Larger sample size
  35. 35. Sample Range of Range of size error “true” figures* _________________________________________________ 100 10% 40 to 60% 300 6% 44 to 56% 500 5% 45 to 55% 1000 3% 47 to 53% _________________________________________________ * When the figure obtained is 50 percent. Source : Marketing Research, G. Breen & A. Blankenship Error range versus sample size
  36. 36. Sample size and population size The statistical accuracy of your survey results depends on how many people you have interviewed NOT on the size of the population
  37. 37. Suitable for: Advantages: Disadvantages: Group discussions or Focus groups  Initial, exploratory research  Definition of the research problem  Generating and testing product and promotional ideas  Aid in designing the research program, questionnaire, concept statements, etc…  Economical (compared to cost of personal in-depth interviews)  Fast – can be set up and carried out within short period of time  Unstructured format flexible for exploratory stages of research  Requires highly-skilled moderator  Very susceptible to bias - from moderator and from group members  Analysis requires considerable skill
  38. 38. Suitable For: Advantages: Personal interviews  Initial, exploratory research  Basic, structured survey research  Small or large sample sizes  Flexible - as to topic, content (visual aids, picture), length, place of interview (office, hospital, hotel, etc...)  Accessible - all types of respondents can be reached  Fewer problems with non-response than telephone and mail surveys  Adaptable - open-ended and structured questions
  39. 39. Disadvantages: Applications: Personal interviews  Bias from interaction of interviewer and respondent  Time consuming - training of interviewers and supervision of field personnel  Expensive - depending on length and complexity of the interview and level of skill required of the interviewer, geographic distribution and availability of respondents  Personal interviews with physicians/surgeons in offices, clinics and hospitals  Personal interviews at medical meetings, congresses, seminars and symposia
  40. 40. Marketing ResearchMarketing Research ProcessProcess
  41. 41. Flowchart of a Marketing Research project Definition of the Problem Exploratory Research Results of the Exploratory Research Descriptive Research Conclusions and Recommendations Decisions/Action Plan Problem well defined Problem badly defined Problem not solved Problem solved
  42. 42.  Databases  Published Information  Objectives  Questionnaire  Survey  Tabulate  Report  Positioning  Targeting Marketing Research study process Desk/Secondary Research Field/Primary Research Marketing
  43. 43. Critical stages of Market Research  Briefing : internal preparation  Briefing to the Market Research agency  Review of research proposals from the MR agency  Selection of MR agency  Designing the questionnaire and pre-testing  Controlling the development of the project  Data interpretation  Presentation of the findings and “actionable” recommendations  Action plan
  44. 44. Most important steps • Briefing : internal preparation The issue : the key to good research
  45. 45. Marketing Research process  What information do you need ?  What decisions do you have to make or actions to take ?  Can the research achieve this for you ?  What is it worth ?  Have you got the requirements right ?  What do you want to know and what will you do with it ?
  46. 46. Marketing Research process  What information do you already have ?  Have you got the budget for it ?  How accurate must the data be ?  What timescale ?  Who should undertake the research ?  In-company vs external ? If external: Research brief, choice of possible consultants, briefings, research proposals, selection of consultant, research, final report, research results, recommendations and action plan
  47. 47. Most important steps • Briefing to the Market Research agency  Information on company and products  Information on market  Research objectives  Research design  Timing
  48. 48. Most important steps (Cont’d) • Review of Research Proposals from the MR agency  Understanding of company problem  Research method with justification  Description of the population and proposed sample  Sample forming  Organization of the field work  Flow chart of the questionnaire  Data processing  Timing  Cost
  49. 49. Most important steps (Cont’d) • Selection of MR agency  Agency capabilities (size, experience, location, ...)  Proposed timing  Creativity regarding methodology  Client - Agency interface (Human chemistry)  References  Price
  50. 50. • Designing the Questionnaire and pre-testing  Clear objectives  Question types : - open-ended - closed-ended (two-choice, multiple choice, scaling)  Wording  Clear, non-ambiguous meaning  Logic : general ---> specific/sensitive  Length, layout (personal, telephone, mail) Most important steps (Cont’d)
  51. 51. Constructing the questionnaire is one of the most difficult steps in the research process Designing the questionnaire
  52. 52. Each question should have a specific meaning and one that is the same for every respondent Designing the questionnaire
  53. 53. • Controlling the development of the project  Close and regular contact with the agency during the whole process • Data Interpretation  Analysis instructions, code book, ... • Presentation of the findings and recommendations • Format, content  “Actionable” recommendations • Action Plan  Ownership  Deadlines Most important steps (Cont’d)
  54. 54. Marketing Research PlanningMarketing Research Planning
  55. 55. Keys to Marketing Success : planning (- 4 yrs) (- 3 yrs) (- 1 yr)(- 10 yrs) (- 2 yrs) (- 6 mths) (- 3 mths) (+ 3 mths) (+ 6 mths) Phase I Phase II Phase III Filing Launch INITIAL MARKET ASSESSMENT EXTENSIVE PRE-LAUNCH MARKET RESEARCH PROGRAM POST-LAUNCH RESEARCH STAGE 1 OPPORTUNITY ANALYSIS STAGE 2 STRATEGY DEVELOPMENT STAGE 3 LAUNCH PLANNING STAGE 4 LAUNCH EVALUATION STAGE 5 EXPANSION ANALYSIS STAGE 6 RISK ANALYSIS BASIC/ EXPLORATORY STUDY POSITIONING STUDY CONCEPT TESTING PRICING RESEARCH TRADEMARK TESTING DETAIL SPEECH & DETAIL AID TESTINGS (with sales reps) RESULTS MONITORING 1st LAUNCH EVALUATION 2nd LAUNCH EVALUATION DETAILED POST-LAUNCH EVALUATION NEW TARGETS NEW CONCEPTS/ NEW FORMULATIONS TESTING PROMOTIONAL SPENDING IMPACT
  56. 56. Marketing Research process Professionalism is required at each stage to control and keep cost at minimum
  57. 57. Marketing Research : Professional Associations  These are representative bodies of individuals who are engaged in Marketing Research.  Their aim is to ensure that professional standards are maintained, that knowledge is communicated, and that the value of research is appreciated by the business community and by the public at large.
  58. 58. Marketing Research Code of Conduct The Code of Conduct is designed to support all those engaged in Marketing Research in maintaining professional standards throughout the industry. Assurance that research is conducted in an ethical manner is needed to create confidence in, and to encourage cooperation among the business community, the general public and others. Aim :
  59. 59. Marketing Research practical tools http://fr.surveymonkey.com/
  60. 60. Marketing Research practical tools
  61. 61. Marketing Research practical tools
  62. 62. What is Marketing Research : Objective “Marketing Research has only one use : To help managers make the best business decisions. Unless it does this, Marketing Research is a wasted effort” “Future business decisions should always be specified in the description of any Marketing Research project” Dr. Walter Williamson Mgr. Marketing & Business Research DuPont (Polymer Prod. Dept)
  63. 63. Marketing Research should be forward looking and relate to decision-making. It is not a substitute for decision-making, but a key-aid to this process. What is Marketing Research : Objective
  64. 64. Today’s goals Allow each of you to :  avoid common pitfalls  discuss with, understand and challenge a Marketing Research agency  commission and get the most of a Marketing Research project
  65. 65. Any questions ?
  66. 66. Thank youThank you andand Good success !Good success !

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