Lesson 1, Ray Poynter at Saitama University - 2015

1. Marketing Research & Social Communication
Lesson 1
What is Market Research
and why do organisations use it?
Ray Poynter
1
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015

2. Agenda
1. Introductions
2. Textbook
3. Market Research and its Context
4. Qualitative and Quantitative
5. Other forms of Market Research
6. Big Picture and Key Takeaways
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
2

3. Introductions
• Name
• Country
• Major subject
• A favourite brand that has not
already been mentioned today
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
3

4. Textbook
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
4
Title:
Answers
to
Contemporary
Market
Research
Ques:ons
Published:
ESOMAR
Editors:
Ray
Poynter
&
Sue
York
Date:
March
2014
ISBN:
92
831
0262
2
Price:
20
Euros
Dona/on:
ESOMAR
donated
30
books

5. Other Books
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
5
Title:
Ques:onnaire
Design
Author:
Ian
Brace
Published:
Kogan
Page
Date:
June
2013
Price:
£29,99
Title:
Handbook
of
Online
&
Social
Media
Research
Author:
Ray
Poynter
Published:
Wiley
Date:
August
2010
Price:
£41.99
Title:
Handbook
of
Mobile
Market
Research
Author:
Ray
Poynter,
Navin
Williams,
&
Sue
York
Published:
Wiley
Date:
August
2014
Price:
£24.99

6. Website for Resources
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
6
hTp://newmr.org/saitama-­‐2015/

7. What is Market Research?
Scope: Customers
Objective: Better business decisions
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
7
• Evidence-­‐based
decision
making
• Be2er
informed
decisions
• Customer-­‐focused
decision
making

8. The Main Uses
of Market Research
1. To explain the market
For example: Who uses what, where, when, why,
and how?
2. To predict the future (probabilistically)
For example, “Here are three TV ads, if I were to
use them, what impact would they have?”, or “If the
price increases 10%, what happens to sales?”
3. To help create the future
For example, asking people help design a new
snack food.
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
8

9. Cadbury Creme Egg
Very popular UK-focused confectionary
Typically on sale between January and
Easter*
– *Christian festival that usually falls in late
March or early to mid April – often celebrated
with chocolate.
In the UK, 200 million are sold between
January and Easter – to a population of
about 66 million people
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
9

10. Creme Egg TV Ad
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
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10
hTps://www.youtube.com/watch?v=mNhs0OTMBRw

11. Cadbury Creme Egg – Japan?
What might Cadbury want
to know?
1. Who might eat this product?
2. Who might buy this product?
3. What might they pay for it?
4. What sort of uses?
– Gift, everyday, treat?
5. Where would people want to buy it from?
6. When would they want to buy it?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
11

12. Typical Market Research
Approaches
• Surveys
• Focus groups (face-to-face and online)
• Depth interviews
• Desk research
• Mystery shopping
• Social media research
• Customer data research
• Media monitoring
• Other, e.g. semiotics, ethnography, neuroscience, A/B
testing
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
12

13. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
13
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Figures
$millions,
USD
Total
=
$40
billion

14. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
14
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Total
$40
billion
Manufacturing:
Consumer
non-­‐durables
23%
Pharmaceu/cal
12%
Automo/ve
4%
Durables
3%
Other
2%

15. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
15
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Total
=
$40
billion
Quant
How
many
people
in
this
room
are
married?
Qual
What
do
we
mean
by
the
phrase
“Happy
marriage”?

16. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
16
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Total
=
$40
billion

17. Size of Market Research Sectors
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
17
Rank
Country
$
Billions
1
USA
15.0
2
United
Kingdom
5.1
3
Germany
3.5
4
France
2.7
5
Japan
1.8
6
China
1.7
10
Australia
0.7
16
South
Korea
0.4
16
India
0.3
ESOMAR
Global
Market
Research
2014
Data
=
2013.
Total
=
$40
billion
(USD)

18. The Main Uses of Market
Research
1. To create explanations
2. To predict the future
3. To help create the future
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
18

19. Quantitative Research - Quant
Focused on numbers
– How many people have a smartphone?
– How many times a day do people use their
smartphone?
– What brand of smartphone is most popular?
– Which smartphone is the easiest to use?
– Which smartphone has the best technology?
– What would you pay for a new smartphone?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
19
The
most
common
way
to
conduct
a
quan/ta/ve
study
is
via
surveys

20. National Readership Survey
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
20
hTp://www.nrs.co.uk/nrs-­‐print/methodology/interview/

21. Qualitative Research - Qual
Meaning
Feeling
Understanding
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
21
Focus
Group
Depth
interview
Telephone
depth
interview
Online
focus
group
Online
discussion
Accompanied
shop
Pairs
Triads
Ethnography
hTps://youtu.be/j_cUnlQl29Q

22. Focus Group
Ray
Poynter,
Marke/ng
Research
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22

23. NPD and Market Research
Gaps
• Usage
&
Antude
Ideas
• Focus
Groups
Predic:ons
• Concept
Test
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
23

24. Beyond Surveys
and Focus Groups
Quant
– Transactional data
– Passive monitoring
– A/B experiments
– Social media
Qual
– Online discussions
– Ethnography
– Social media
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
24

25. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
25
Google
Trends

26. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
26
Google
Trends
Australia
Year
on
Year
“Biscuits”
Anzac
Biscuits
?

27. Nivea Black & White Clear
Ray
Poynter,
Marke/ng
Research
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Communica/on,
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hTps://www.youtube.com/watch?v=yol6h-­‐3nbTc

28. Overview of Market Research
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
28

29. Key Players in the Market
Research Process
• Customer
• Internal Client
• Insight Manager
• Research Agency
• Fieldwork Companies
• Interviewers
• Recruiters
• Data Processing
• Reporting and
Infographics
• Focus Group Facilities
• Platform Providers
• Software Providers
• Coding
• Transcription
• Translation
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
29

30. Marketing or Market Research?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
30
Marke:ng
Research
More
USA
More
academic
Market
Research
More
UK
More
business

31. From Data to Impact Via Insight
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Poynter,
Marke/ng
Research
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Communica/on,
2015
31

32. 4 Key Points of
Client / Agency Tension
1. Reliability of the research
2. Speed / timing
3. Budget
4. Context
– How does the research fit into the wider
business needs?
– Does the researcher understand the
business and its objectives
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
32

33. Scoping/Designing
Research Projects
1. Business objectives
2. Research objectives
3. Research methods
4. Details and logistics
5. The project
6. Analysis -> Findings -> Insight
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
33

34. Insight?
• Lots of definitions
• Some people use it for anything
discovered
• Some use it for anything the client says is
an insight
• My suggestion:
– Something that provides a generalisable
understanding
– Something that supports action
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
34

35. The Penny Farthing
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
35
Why
was
the
wheel
so
big
on
the
Penny
Farthing?
1
turn
of
the
pedals
=
1
turn
of
the
front
wheel.
100
turns
a
minute
is
preTy
fast.
If
the
front
wheel
is
0.7
metre
across,
then
1
turn
=
0.7
*
π
metres
(2.2
metres).
100
turns
a
minute
=
220
metres
a
minute
=
13
kmh
.
If
the
diameter
is
1.5
metres
then
the
distance
travelled
=
1.5
*
π
*
100
*
60
=
28
kmh
World
record
for
1
hour,
set
in
1891,
38KM
When
gears
invented,
the
front
wheel
became
smaller

36. 4 Things a Clients
Want from Presentations
• Separate the analysis from the
presentation
• Tell a story, don’t deliver a waterfall
• Think like a journalist
• Do it in a compelling way
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
36
“Tell
me
and
I
will
forget.
Show
me
and
I
will
remember.
Involve
me
and
I
will
understand.”
Storytelling

37. Ethics, Codes, & Guidelines
Why?
1. To exercise self-regulation, rather than external
regulation.
2. To help buyers tell the difference between good
and bad research.
3. To offer guarantees to anybody taking part in
market research.
4. To guide market researchers towards best
practice.
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
37

38. The Big Picture
1. Focusing on customers we help organisations
make better decisions
2. We
– Create explanations
– Make predictions
– Help create the future
3. We draw on the social sciences (& other
disciplines) and use quantitative and
qualitative approaches
4. There is more to us than just surveys and
focus groups
5. Data is an input, insight and action are outputs
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
38

39. Your Key Takeaways
and Questions?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
39

40. Before Next Lesson
1. Read chapter 2 of
Answers to Contemporary Market Research Questions
2. Look at the Focus Group video and think
about what the discussion is revealing
that a survey might not have done.
3. Complete my survey via
http://newmr.org/saitama-2015
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
40

41. Quiz Lesson 1
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
41
Q1
What
is
the
MAIN
role
of
market
research?
Select
one
answer
1 ☐
To
discover
which
products
people
want
2 ☐
To
give
customers
what
they
want
3 ☐
To
help
businesses
make
beTer
decisions
4 ☐
To
op/mise
product
design
Q2
What
is
the
MAIN
focus
of
market
research?
Select
one
answer
1 ☐
Customers
2 ☐
Electors
3 ☐
Employees
4 ☐
Academics
Q3
What
type
of
research
is
a
Focus
Group?
Select
one
answer
1 ☐
Quan/ta/ve
2 ☐
Qualita/ve
3 ☐
Automated
4 ☐
Induc/ve

42. Website for Resources
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
42
hTp://newmr.org/saitama-­‐2015/