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ProductCampRTP, April 12, 20141© Innovate |2| market, All rights reserved
Market Research on Shoestrings -
A Product Manag...
ProductCampRTP, April 12, 20142
CLAIRE-JULIETTE BEALE, 貝心潔
Marketing: research, strategy and execution
Innovation manageme...
ProductCampRTP, April 12, 20143
Warm up
© Innovate |2| market, All Rights Reserved.
http://www.cbsnews.com/video/watch/?id...
ProductCampRTP, April 12, 20144
ProductCampRTP, April 12, 20145
Market research: definitions
© Innovate |2| market, All Rights Reserved.
Information about...
ProductCampRTP, April 12, 20146
My definition
Market research is the systematic gathering, analysis and
interpretation of ...
ProductCampRTP, April 12, 20147
Surveys, focus groups, lead users, panels…
NPD Process: Insight Methods
© Innovate |2| mar...
ProductCampRTP, April 12, 20148
You need to plan ahead!
© Innovate |2| market, All Rights Reserved.
Include / budget your ...
ProductCampRTP, April 12, 20149
Secondary sources
• Start with Google; set Google alerts; look up Google trends
• Build li...
ProductCampRTP, April 12, 201410
More secondary resources:
On slideshare.net
ProductCampRTP, April 12, 201411
Primary sources
Affordable Expensive
Customers and users* Sample vendors (low incidence s...
ProductCampRTP, April 12, 201412
Primary data collection methods
Traditional Newer
Interviews → Web conferencing
Ethnograp...
ProductCampRTP, April 12, 201413
Online surveys
2013 data:
http://www.relevantinsights.com/free-online-
survey-tools
Sourc...
ProductCampRTP, April 12, 201414
Data analysis and reporting
But will you need quantitative analysis techniques, such as
A...
ProductCampRTP, April 12, 201415
International research
•Culture codes vary. Some of your questions may not be
allowed / l...
ProductCampRTP, April 12, 201416
Competitive intelligence
On slideshare.net
ProductCampRTP, April 12, 201417© Innovate |2| market, All rights reserved
Case study: Artis, B2B, technology
Context:
Gui...
ProductCampRTP, April 12, 201418© Innovate |2| market, All rights reserved
Artis: Research plan
ProductCampRTP, April 12, 201419© Innovate |2| market, All rights reserved
Artis: results
1. Opportunity identified
• Pote...
ProductCampRTP, April 12, 201420© Innovate |2| market, All rights reserved
Case study: 3M, B2C, multi-country
The context:...
ProductCampRTP, April 12, 201421© Innovate |2| market, All rights reserved
3M: The approach
ProductCampRTP, April 12, 201422© Innovate |2| market, All rights reserved
3M: results
Teapot
• Seduced the vast majority ...
ProductCampRTP, April 12, 201423© Innovate |2| market, All rights reserved
• Marketing Research Association: www.marketing...
ProductCampRTP, April 12, 201424© Innovate |2| market, All rights reserved
Let’s discuss and share needs,
expertise and ti...
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Market Research on Shoestring Budgets Slide 1 Market Research on Shoestring Budgets Slide 2 Market Research on Shoestring Budgets Slide 3 Market Research on Shoestring Budgets Slide 4 Market Research on Shoestring Budgets Slide 5 Market Research on Shoestring Budgets Slide 6 Market Research on Shoestring Budgets Slide 7 Market Research on Shoestring Budgets Slide 8 Market Research on Shoestring Budgets Slide 9 Market Research on Shoestring Budgets Slide 10 Market Research on Shoestring Budgets Slide 11 Market Research on Shoestring Budgets Slide 12 Market Research on Shoestring Budgets Slide 13 Market Research on Shoestring Budgets Slide 14 Market Research on Shoestring Budgets Slide 15 Market Research on Shoestring Budgets Slide 16 Market Research on Shoestring Budgets Slide 17 Market Research on Shoestring Budgets Slide 18 Market Research on Shoestring Budgets Slide 19 Market Research on Shoestring Budgets Slide 20 Market Research on Shoestring Budgets Slide 21 Market Research on Shoestring Budgets Slide 22 Market Research on Shoestring Budgets Slide 23 Market Research on Shoestring Budgets Slide 24
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Market Research on Shoestring Budgets

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From opportunity identification to customer and user satisfaction, Market Research is a key component to the product / service development and management process and contributor to the success (or lack of) of products and services. Marketing and product teams, and their market research departments when available, are often challenged to do market research with shrinking or no budget.
This presentation to ProductCampRTP covered the following angle:
- Know your goals. Pick your battles. High risk versus low risk projects
- When and how to do Market Research on a budget: Quantitative Research, Qualitative Research
- Traditional vs new data collection methods (such as online, mobile) and sampling (online panels)
- Communities and Social Media
- International research considerations
- Where to go for more information

Known as an innovation, marketing and product management professional, Claire-Juliette Beale has extensive experience conducting quantitative and qualitative market research for companies of all sizes in both B2B and B2C industries, in the US and internationally. As a member of the founding Executive team of Global Market Insite (GMI), a leading global provider of online market research solutions and services, she contributed to the development and success of new research methods and products including Internet (online) survey research, mobile survey research, online panels, as well as qualiquant research. She is New Product Development Certified from the Product Development and Management Association.

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Market Research on Shoestring Budgets

  1. 1. ProductCampRTP, April 12, 20141© Innovate |2| market, All rights reserved Market Research on Shoestrings - A Product Management and Development Perspective
  2. 2. ProductCampRTP, April 12, 20142 CLAIRE-JULIETTE BEALE, 貝心潔 Marketing: research, strategy and execution Innovation management and new product development New business strategy and development B.A English and cultural studies Master Business Management, ICT, e-marketing and e-commerce New Product Development Professional (NPDP) certified cjbeale@innovate2market.com 1991 McKinsey & Company 1999 Global Market Insite (GMI), Director EMEA, VP Business Development 2004 Bresslergroup, Director Strategy and Business Development 2006 Touch360, co-founder, President and Director, Market and User Research 1994 Business Development International, Founder, President 1993 KPMG Peat Marwick, Analyst © Innovate |2| market, All Rights Reserved. 2008 Innovate l2l market, Chief Consultant 2011 Innovate l2l market, Chief Consultant 2010 Bank of America, SVP Insight & Design
  3. 3. ProductCampRTP, April 12, 20143 Warm up © Innovate |2| market, All Rights Reserved. http://www.cbsnews.com/video/watch/?id=50144483n
  4. 4. ProductCampRTP, April 12, 20144
  5. 5. ProductCampRTP, April 12, 20145 Market research: definitions © Innovate |2| market, All Rights Reserved. Information about the firm's customers, competitors, or markets. Information may be from secondary sources (already published and publicly available) or primary sources (from customers themselves). Market research may be qualitative in nature, or quantitative. Source: The PDMA Glossary for New Product Development
  6. 6. ProductCampRTP, April 12, 20146 My definition Market research is the systematic gathering, analysis and interpretation of information and data needed to inform product development and management decisions. Information may be from secondary sources (already published and publicly available) or primary sources (directly gained from individuals). Market research may be qualitative, quantitative, or a combination of both. Market research is often backed by statistical and analytical methods and techniques from applied sciences to gain insights and predict customer or user actions or behaviors.
  7. 7. ProductCampRTP, April 12, 20147 Surveys, focus groups, lead users, panels… NPD Process: Insight Methods © Innovate |2| market, All Rights Reserved.
  8. 8. ProductCampRTP, April 12, 20148 You need to plan ahead! © Innovate |2| market, All Rights Reserved. Include / budget your market research in annual or mid year planning! Pick your battles!
  9. 9. ProductCampRTP, April 12, 20149 Secondary sources • Start with Google; set Google alerts; look up Google trends • Build list of favorite web sites • Analysts / consulting firms • Government • Industry / associations (Gale Encyclopedia of Business and Professional Associations) • Job function • Journals • Blogs, communities, etc. • Track down leads Brand metrics HowSociable? Blog Search Google Blog Search Technorati Discussion Board Search Omgili BoardTracker Twitter Search TweetBeep Twilert
  10. 10. ProductCampRTP, April 12, 201410 More secondary resources: On slideshare.net
  11. 11. ProductCampRTP, April 12, 201411 Primary sources Affordable Expensive Customers and users* Sample vendors (low incidence samples) Your partners’ customers Sample vendors (high incidence sample) Panels and custom panels External online communities Your communities / forums and social media groups (e.g. LinkedIn, Facebook, Google+) Experts (consultants) Intercept (conference, store, event, etc.) Experts (associations, reporters…) Target and sample size must be based on research objective! Ensure representativeness; avoid bias! * In some cases this could include you, your social circle, your fellow employees
  12. 12. ProductCampRTP, April 12, 201412 Primary data collection methods Traditional Newer Interviews → Web conferencing Ethnography → Observation → Observation Pocket-cam diaries In person focus groups → Online focus groups, bulletin boards Full service survey platforms → Online survey tools Research panels → Online communities Note: traditional research is often but not always more expensive!
  13. 13. ProductCampRTP, April 12, 201413 Online surveys 2013 data: http://www.relevantinsights.com/free-online- survey-tools Source: whinot.com; January 31, 2012 Key considerations. Do you need? •Flexible survey look and feel. •Skip logic. •Piping. •Randomization. •Conjoint.
  14. 14. ProductCampRTP, April 12, 201414 Data analysis and reporting But will you need quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis?
  15. 15. ProductCampRTP, April 12, 201415 International research •Culture codes vary. Some of your questions may not be allowed / legal or perceived well in other countries. Similarly, answers and expressions may differ from what you would expect in the US. •Market research standards and regulations vary. •Most countries have at least one marketing research organization that can help guide you. Search them via the ESOMAR directory: •http://www.esomar.org/knowledge-and-standards/research- associations.php •You can / should also look into ESOMAR, the leading world organization for market research professionals: www.esomar.org. If you need research abroad, plan your US research accordingly!
  16. 16. ProductCampRTP, April 12, 201416 Competitive intelligence On slideshare.net
  17. 17. ProductCampRTP, April 12, 201417© Innovate |2| market, All rights reserved Case study: Artis, B2B, technology Context: Guidance to the commercialization of Smartmat™, a system for “knowing where people are and knowing traffic patterns”. Artis was looking at a number of options ranging from licensing to the spin off of Smartmat to a new business entity. Targeted industries included (but not limited to): retail, mass transit, transportation, and gaming   Product development steps completed included: •Patent research and filing of a utility patent. •Online research into existing products. •Research of security markets. •Development and testing of one beta prototype Scope: market research and early exploration of manufacturing and production issues Objective: Verify / articulate the opportunity for Smarmat Issues: Budget, scope
  18. 18. ProductCampRTP, April 12, 201418© Innovate |2| market, All rights reserved Artis: Research plan
  19. 19. ProductCampRTP, April 12, 201419© Innovate |2| market, All rights reserved Artis: results 1. Opportunity identified • Potential for higher margin than competitors due to unique product feature. • Technology and pricing challenges. 2. Report Appendix included • Transit Market Estimates • City Transit Authority RFP and acceptance Test Procedure and Results • Primary research contact list: 38 companies and influencers, including potential partners
  20. 20. ProductCampRTP, April 12, 201420© Innovate |2| market, All rights reserved Case study: 3M, B2C, multi-country The context: •NPD •Strategy: have the consumer move from a purely functional purchase to an emotional purchase: oDoes an object like the Teapot allow 3M to reach this objective? oWhat is the impact of such an approach on the image of the Scotch® brand? Objective: •Verify the acceptance of the design of the new dispenser and validate the new strategic approach in this category of products • Estimate the business potential of this type of product prior to starting to invest in the casts Issues: •Timing, budget, European scope Source: “Global marketing: use of the Internet in multilingual and « multi country » market studies The Teapot case » - Tuesday 12 December 2000, SEMO, Paris - Annie Lexcellent, European Marketing Director of 3M; Van Terradot, Managing Director of NovaTest; Claire-Juliette Beale, Vice-President, Business Development, Global Market Insite
  21. 21. ProductCampRTP, April 12, 201421© Innovate |2| market, All rights reserved 3M: The approach
  22. 22. ProductCampRTP, April 12, 201422© Innovate |2| market, All rights reserved 3M: results Teapot • Seduced the vast majority of interviewees • Gives more modernity, innovation and proximity to the Scotch® brand • Performance about similar in all five countries • Clearly takes over the current dispenser: more than 70% prefer Teapot to the existing C 38. Perception was even better after trial
  23. 23. ProductCampRTP, April 12, 201423© Innovate |2| market, All rights reserved • Marketing Research Association: www.marketingresearch.org • Council of American Survey Research Organizations: www.casro.org • Qualitative Research Council of America: www.qrca.org • American Marketing Association: www.ama.com • ESOMAR: www.esomar.org • SCIP: www.scip.org • American Marketing Association: www.ama.org • Quirks (portal and magazine): www.quirks.com/ • LinkedIn groups: Future Trends; Consumer Insights Interest Group; Next Gen Market Research; Online Qualitative Research: The Next Evolution; Market Research Online Communities Resources
  24. 24. ProductCampRTP, April 12, 201424© Innovate |2| market, All rights reserved Let’s discuss and share needs, expertise and tips!
  • TrisheleWilliams

    Nov. 26, 2021

From opportunity identification to customer and user satisfaction, Market Research is a key component to the product / service development and management process and contributor to the success (or lack of) of products and services. Marketing and product teams, and their market research departments when available, are often challenged to do market research with shrinking or no budget. This presentation to ProductCampRTP covered the following angle: - Know your goals. Pick your battles. High risk versus low risk projects - When and how to do Market Research on a budget: Quantitative Research, Qualitative Research - Traditional vs new data collection methods (such as online, mobile) and sampling (online panels) - Communities and Social Media - International research considerations - Where to go for more information Known as an innovation, marketing and product management professional, Claire-Juliette Beale has extensive experience conducting quantitative and qualitative market research for companies of all sizes in both B2B and B2C industries, in the US and internationally. As a member of the founding Executive team of Global Market Insite (GMI), a leading global provider of online market research solutions and services, she contributed to the development and success of new research methods and products including Internet (online) survey research, mobile survey research, online panels, as well as qualiquant research. She is New Product Development Certified from the Product Development and Management Association.

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