How to Conduct

Successful Marketing

Research Projects

Amy Siadak

June 3, 2011

Today’s Presenter

Amy Siadak

President

Amy Siadak joined House of Marketing Research

(“HMR”) in 1990.

In 2001, Amy became President and Owner of

HMR. Amy has a solid and proven experience

working on marketing research projects that range

from non-profit organizations, small businesses,

and Fortune 500 companies.

About HMR

Established > Founded 1976

Office > Pasadena, CA

Diverse Staff>

Languages spoken: English, Tagalog,

Mandarin, Cantonese, Korean,

Vietnamese, and Spanish

Broad Client Base > Global Corporations, Market Research

Firms, Advertising Agencies and Small Businesses

Our Focus > General Market, Consumer Reach, Business-to-

Business, Asian Research, Latin/Hispanic Research

Impact of Economy On Businesses

1.Reduced budgets and discretionary spending

2.Increased pressure to show clear visible

outcome of each project

Need for Market Research Professionals

1. Get it right the first time

2. Provide timely quality data to help businesses

make informed business decisions

Understand your

objectives

Know Your Goals

• Know your business

goals

• Know what is in and

out of your scope

• Be specific about

what this study is

meant to

accomplish

Agree On Deliverables

> Make a clear statement of work

> Hold a kick off meeting

– Invite all stakeholders

– Set a clear agenda

– Set timeline and milestone

Traditional Views of

Research Methods

What is the goal of your research?

> Understanding the consumer

> Evaluate a concept or brand positioning

> Testing a new product

> Determine product viability

> Understanding purchase behavior

> Updating current and past research methodologies

– Tracking study – Brand equity

Research Methods

Method Qualitative Quantitative

Perspective Exploratory Confirmatory

Tools Focus groups, in-depth

interviews, Social

networks, observation

(ethnography), bulletin

board chats, online focus

groups,

Surveys, tabulations,

multivariate analysis,

graphical reporting

Analytical Aim Themed, behaviors,

reason why

Numerical descriptions

Primary

Research

Consumer

Creative Communication or key

drivers

Design Components

Method Qualitative Quantitative

Data Collection Inductive development of

strategies to product

characteristics

Collection of

textual/visual/oral

materials

Prior development of

brand measurements

Quantitative and

testing multivariate

testing

Data Analysis Textual analysis (memos,

coding, quotations)

Narrative approaches

Numerical descriptives

Estimation of

population variable

Most Common Method

Qualitative methods

Used to develop

Quantitative design

Qualitative Quantitative Results

Overview of

Qualitative Methods

Traditional In-person Groups / Mini Groups

# of Participants > 8-10 participants/Mini 4-5

Research Input > Sight, Sound, Smell, Taste, Touch

Typical Data Collection Time > 1.5 – 2 hours sessions

Observer Experience > Focus Group Facility/one way mirror

Level of Observer Engagement > Moderate

Speed of Participant response > Immediate

Project Timetable > 2-4 weeks

Data Delivery > 5-7 days (depending on report format)

Average Costs > $5K-$10K/group/Mini $3K - $5K

Online Focus Groups

# of Participants > -8-10 participants

Research Input > Sight, Sound

Typical Data Collection Time > 1- 1.5 hours

Observer Experience > Online platform/backroom private chat

Level of Observer Engagement > Moderate to easy

Speed of Participant response > Immediate

Project Timetable > 2-3 weeks

Data Delivery > Instant (transcripts)/5-7 days full report

Average Costs > $5K-$8K/group

Key Points to Setting Up Focus Groups

Recruiting

– Garbage in/Garbage out

– Reputable and ethical recruiting

– Identify your target market audience

– Participants are sourced, screened and pre-qualified

Facility

– Traditional Face-to-Face/Focus Group Facilities are nationwide and globally

• Geographically desirable for participants

– Online platforms

Key Points to Setting Up Focus Groups

Moderator

– Knowledge in industry

– Hire a Professional

• Personality, skill and understanding of your objectives

– Interview

Analysis

– Top line summary report

– Full report with recommendations and next steps

Benefits of Doing Focus Groups

• Allow diverse opinions and different perspectives

• Informal and free flowing discussion - exploratory

• Elicit deeper levels of thought and feelings

• Immediate feedback

• Non-verbal behaviors and facial expressions

• Tremendous amounts of data at a reasonable cost

Overview of

Quantitative Methods

Surveys• Data Collection Methods

– Telephone

– Intercepts

– Mail

– Online

• Sample

– Talk to the right audience/Identify different customer types

– Your own customer list

– Purchase lists

– Panels

• Ask The Right Questions

– Question sequences

– Remember your research objectives

– Length of survey

• Analysis and Actionable Data

– Measurement

– Statistical data

Surveys

• Data Collection Methods

• Telephone

• Intercepts

• Mail

• Online

• Sample

• Talk to the right audience

/ Identify different customer types

• Your own customer list

• Purchase Lists

• Panels

Surveys• Data Collection Methods

– Telephone

– Intercepts

– Mail

– Online

• Sample

– Talk to the right audience/Identify different customer types

– Your own customer list

– Purchase lists

– Panels

• Ask The Right Questions

– Question sequences

– Remember your research objectives

– Length of survey

• Analysis and Actionable Data

– Measurement

– Statistical data

Surveys

• Ask the right questions

• Question sequences

• Remember your research objectives

• Length of Survey

• Analysis and Actionable Data

• Measurement

• Statistical Data

Surveys• Data Collection Methods

– Telephone

– Intercepts

– Mail

– Online

• Sample

– Talk to the right audience/Identify different customer types

– Your own customer list

– Purchase lists

– Panels

• Ask The Right Questions

– Question sequences

– Remember your research objectives

– Length of survey

• Analysis and Actionable Data

– Measurement

– Statistical data

Benefits of Doing Surveys

• To answer “How many?” or “How much?

• Answers levels of satisfaction or dissatisfaction with

a product or service

• Allows measurement against competitors product or

services

• Obtain a composite profile of the population

• Graphs and tables/numbers

• Quantifiable

Case Study

Look Before Leaping – Case Study

Category: Smart Phone Dating App

Methods: Concept Testing, Product Testing, Sales Forecasting

Budget: $8K

Research Objectives

• The primary objective was to assess the market potential represented by the new

app product, and to determine if the app was optimal in terms of consumer

acceptance and probability of purchase.

• If the product were optimal, then what retail prices would be optimal?

• If the product were less than optimal, how should it be modified to maximize

consumer acceptance?

• Get investor funding

Research and Design

• Sample size = 500

• Who – College students

• Surveys were conducted by doing intercepts on school campus

• Series of 3 mini groups conducted

– Males

– Females

– Mixed Gender

• On-going participant panel arranged to test the beta version and

subsequent versions

– Online diary

– Surveys

• Additional follow up focus groups

Results

• We learned that because the internet has a plethora of dating sites, this app could

get overlooked as “just another dating site”.

• In order to succeed, the marketing messages need to highlight the apps feature for it

being a “location based” app paired with social network aspects.

• We also uncovered several concerns, particularly with the female segment. This

allowed the team to address security issues prior to launching the beta test.

• We uncovered the top five buying motivators and established the price points.

• The clients were able to secure $250,000 investment money. It allowed the new

start-up company to continue working on the technology, fine tune the app features

and begin creating their marketing messages.

Resources For Research Partners

To find recruiters, facilities (traditional and online) and moderators:

Quirks.com

Bluebook.org

Greenbook.org

hmr-research.com

Take Aways

• Plan your strategy

• Carefully select the right

research methodology

• Insightful research information

will help you make better

informed business decisions

Thank You !

FREE CONSULTATION

Amy Siadak

House of Marketing Research

PH: 626.486.1400 x204

EM: amy@hmr-research.com