This document outlines the research objectives and requirements for conducting market research on introducing the iWatch smartwatch. It includes 8 sections that define the market and strategic overview, background and role of the research, objectives, suggested approach and targets, reporting requirements, timing, budget, and existing information. The goal is to understand potential customers and how they choose smartwatches in order to introduce the new iWatch in a way that appeals to both loyal and new customers. The research will involve qualitative and quantitative phases with a PowerPoint presentation and two physical presentations required by February 1st, 2014 within a $35k budget.

2. • Problem Identification Research:
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Market Potential Research: identify the need and demand of loyalty as well as potential consumers for Smart Watch
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Market Share Research: identify the presence of identical products in the market (SmartWatch is new, only Sam Sung and Sony have
introduced to the world)
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Market Characteristics Research: identify key characteristics of the product line that can affect customers choices
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Forecasting Research: forecasting the trends and behaviors of customers towards our product – the iWatch .
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Business Trends Research: identify the opportunity to develop of this new product line and, what potential factors will become the
leading trends.
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Consumer Research: consumers needs, behaviors, attitudes towards this line of product
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Competitor Research: understanding the strengths and weaknesses of competitors as well as the feedback of consumers towards their
products
• Problem Solving Research (Solution – Evaluation – Revision)
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Segmentation Research: Determine the basic of segmentation, establish market potential and responsiveness for various segment,
select target markets, create lifestyle profiles: demography, media, product image characteristics
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Product Research: Test concept(Internal Research, Consumer Research, Market Research) , determine optimal product design, package
tests, product modification, brand positioning and repositioning, test marketing, control score tests
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Pricing Research: Pricing policies, importance of price in brand selection, product line pricing, price elasticity of demand, initiating and
responding to price changes
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Distribution Research: determine types of distribution, attitudes of channel members, intensity of wholesale & resale coverage,
channel margins, location of retail and wholesale outlets

3. MARKET RESEARCH (both primary & secondary)
Pre
launching
Phase
Launch
Maturity
Growth
Decline
Market understanding research
Trademark (Brandname) research
Customer needs, behaviors
research
Promotion Effectiveness + Satisfaction
Communication messages
Package test
Repositioning Test
Customer Satisfaction
Detailed Ad Testing
Sales force objectives
Pricing research
Brand performance
Life cycle management
Competitive Analysis
Market forecasting

4. Define the market and explain its dynamics
1. Market and
Strategic Overview
2. Background and
Role of the
Research
helps researchers understand where this
project fits in the overall strategy,
vision and values, and
business objectives:
the most important part of the brief
specifies where the research fits in your
marketing activity,
and more specifically, the types of
decisions and plans that will be made on
the basis of the research:
Major players and key competitors
Past and current activity
Target markets and factors (regulations, seasonality,
distribution, pricing, communication,…)
Reasons for the research
Where does it fit into marketing programme development?
Which business units does the research impact and who is involved?
Make sure you identify any constraints on the action you can take as a
result of the research
Business objective - this is the objective of the marketing project the
research is for, it is the overall strategic objective
3. Objectives
4. Suggested
Approach &
Research Target(s)
There are usually two types
of objectives that need to be explained:
Identify any preferences you might
have:
Research objective - detailed objectives of what you need to know e.g.
attitudes, behavior, usage expectations, perceptions. Is it to understand,
evaluate of explore (more qualitative objectives) or is it to measure,
record, or ascertain (more quantitative objectives)
Are there ant specific groups or subgroups you are interested
in researching?

5. Topline or final report only
5. Reporting
requirements
Identify any requirements you
might have:
Word report and/or PowerPoint
Presentations and/or Workshops
6. Timing
Specify any real constraints that exist.
However, please be realistic about
whether your objectives can be met
within that timeframe.
7. Budget
helps define the scale of the project,
providing some financial guidelines to
work within.
helps researchers to work on providing
the best solution within your means
8. Existing research
or other
information
Share any other relevant research or
information
helps refine how the research is done.
It also means that covering old ground
can be avoided, and this research builds
on what is already known

6. Example:
1/ Market and Strategic overview:
Smart watch market is becoming increasingly important tool to foster productivity as well as new trends of fashion. At present there is very little market analysis
conducted before, it is very much dependent upon the resources that are available
At Apple we would like to change the way customers think and lead the new trend.
2/ Background & Roles of the research:
The findings will have a direct impact on how we introduce iWatch and what information we gather prior to this introduction.
3/ Objectives:
Business Objective:
Our overall aim is to introduce new iWatch that are well received by loyalty customers as well as potential ones.
Research Objectives:
To identify how potential customers choose to buy iWatch
4/ Suggested Approach & research targets:
Phase 1– Qualitative: One on one discussions with selected Apple fans and non-Apple users/ Focus groups with potential consumers
Phase 2 – Quantitative: Widely distributed quantitative questionnaires to allow robust analysis by a variety of audiences.
5/ Reporting requirements:
A PowerPoint presentation is required + 2 physical presentations are also required
6/ Timing:
The presentation date will need to be before the beginning of February 1st, 2014
Research proposals should be submitted no later than [10 – 14 calendar days after brief is sent out
7/ Budget:
$35k available for this project
8/ Existing research or other information:
If you would like to discuss this brief further please contact:
Mr. Puku Nguyen
Pukuchinhlaem@gmail.com - 096 751 3866