2. ShanareeLaohapongphan
Step 1: State Your Questions
§ Before do a research à define the questions or
problems e.g.
‣ Prospect for the product, how to communicate,
consumer perception towards campaign, etc.
§ Be careful to define the question, avoid gathering
IRRELEVANT information & wasting time.
3. ShanareeLaohapongphan
Step 2: Dig Through Secondary Source
Company Records
§ Annual Report à a staring point
‣ Financial date, annual report, corporate philosophy,
competition, and future goals.
§ Consumer Profiles à source of value information
‣ Product warranty card, sweepstake campaign, or
applied for credit card
» Track personal information
» How/why consumers select our brand.
5. ShanareeLaohapongphan
Step 2: Dig Through Secondary Source … con’t
§ Technical Report
‣ Some technical facts e.g. active ingredient or innovation
can create the interesting for consumers.
§ Website
‣ The company website = great starting point
‣ Overview of the history of the organization, profile key
employees, highlight product lineup, and interactive
between consumers & company
‣ We can check how consumers saying about our brand via
google, blogs, social network, or comment to websites.
7. ShanareeLaohapongphan
Step 2: Dig Through Secondary Source … con’t
Trade Associations
§ Name a trade or area of interest, association, staffed
with knowledgeable people.
§ Advertising associations provide useful information for
its members:
‣ Account Planning Group, the American Association of
Advertising Agencies, etc.
8. ShanareeLaohapongphan
Step 2: Dig Through Secondary Source … con’t
Library Resources
§ The following are resources that provide important
background information about the client, industry,
and consumer. (see the list on page 74)
9. ShanareeLaohapongphan
Step 2: Dig Through Secondary Source … con’t
Syndicated Market Data
§ Research company offer paid subscribers a detailed
look at the lifestyles & shopping habits of various U.S.
markets. (see the list on page 74 – 75)
14. ShanareeLaohapongphan
Step 3: Conduct Primary Research
§ Some primary research cannot answer all questions,
then, primary research can apply to discover.
Firsthand Experience
§ Try, taste, touch, hear, and smell … discover how
consumers perceive towards the product.
§ Try the competition ‘brand vs. competitors’ à
weakness or strengths.
§ Provide important insights à big idea
15. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Observation
§ Gathering information at store to monitor the brand
‣ Display: your brand vs. competitors
‣ How consumer react with the brand
» e.g. time spend to read label, price, compare with
other brands.
‣ Or (if can) ask why they choose a particular brand …
how often you buy it, and how they use
16. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Surveys
§ The most common primary-research ask:
current or prospect consumers.
‣ Product usage, awareness, attitude.
‣ Can implement via mail, telephone, or
personal interview.
‣ The structure of questions can give
different results
17. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Surveys … con’t
§ Some common guideline to design a survey:
‣ Keep the survey short
‣ Use simple language
‣ Include complete instructions
‣ Put easy-to-answer questions first
‣ Ask general questions before detailed ones.
‣ Save potentially embarrassing questions e.g. income,
for the end.
18. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Focus Groups
§ Some may call ‘Focus Group Discussion or FGD’
§ 5 – 10 respondents à ask their permission to record
the conversion & purposes.
§ Moderator à encourage everyone to speak & keep
discussion on track.
§ Incentive is the common practice for all respondents
§ The finding should be apply carefully.
21. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Interview
§ One-on-one interview à 30mins – 2
hrs.
§ Cover important insight
§ Do little talking, but encouraging the
respondent to speak more.
§ Insight can be discovered from
different questions
‣ Why you like …
‣ Why you don’t like …
22. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Ethnography
§ Observe people in natural setting e.g. home visit
§ Listen to their natural conversation.
§ Sometime, the researchers can come up with new
idea / everyday setting e.g.
‣ Shampoo à observe at salon
‣ Grocery à shopping with the client
‣ Or, spend daily life with them for a certain period.
23. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Projective Techniques
§ Sometime, consumers may not tell the right & true
about the brand via interview or FGD
‣ They don’t want to offend you.
§ Instead of asking them towards specific brand, change
the question like
‣ Why you bought an expensive car?
» Rational explanation: car’s safety & resale.
24. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Projective Techniques … con’t
§ Ask respondents to
‣ sketch drawing,
‣ tell tales,
‣ finish sentence
‣ do word association,
‣ create collages
‣ match company with
animals, colors, places,
and types of music.
Understand
consumer’s
subconscious
a1tude
toward
products
25. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Experiments
§ Compare the attitudes e.g.
‣ A1 see ad Vs. A2 not see ad
‣ Can study in terms of favorable impression or more
knowledgeable about the brand.
‣ Uncover opinion about product usage
26. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Online Research
§ Fast & inexpensive
§ Can reach target group who not willing to travel to a
facility for a FGD or feel uncomfortable giving
responses about sensitive issue in person.
§ Some disadvantages:
‣ Fake profile
‣ Nonverbal: tone of voice, facial expression, and body
language.
27. ShanareeLaohapongphan
Step 3: Conduct Primary Research … con’t
Using Multiple Research Methods
§ Because each research method has
its own advantage & disadvantage.
§ Often use more than one approach
to find the answers to their
questions.
28. ShanareeLaohapongphan
Step 4: Interpret the Data
§ Dig further if there are inconsistencies
among the data collected
§ Determine if information is relevant
to the consumer & the brand
§ Some research agency develops
interpretation tool e.g.
‣ a perceptional map
‣ Value / least quadrant
29. ShanareeLaohapongphan
Future Steps on the Process
§ After gathered information à AE or strategic planner
will prepare creative brief.
§ Creative team will use this information as inspiration
to develop ideas or creative ideas.
§ Have to ensure that ideas are on strategy
§ Concept test = useful for new product ideas & new
approaches.
32. ShanareeLaohapongphan
Common Mistakes in Research
§ Asking the wrong questions
§ Believing everything people tell you
§ Not testing to see if the date are relevant to your
client’s problem.
§ Biasing the results
§ Not studying someone typical of your audience.
35. ShanareeLaohapongphan
Agency insight
§ Competitor SAS flies out of Dulles, an airport that is a
hassle to use
§ Icelandair flies out of BWI, which is much more user
friendly
§ Target audience mainly Scandinavians who live in the
U.S.
40. ShanareeLaohapongphan
Questions for weekly workshop
§ How ‘consumer insight’ research helps advertisers to
promote branding, product feature, and promotional
campaign? Give some example/case study to support
your argument.
§ Remark:
‣ Page limit to 1 – 2 pages (Time New Roman, 12#, double space, or by
hand writing)
‣ Submission by printing before 11.50 @ library