Qualitative Market Research Challenge

Market Research ChallengePresentation of Test Answers

1. Give 5 brand names for each of

the following: -

a fat dissolving massage

-

a toy that reduces stress and anxiety

-

ink pen that never runs out of ink

Fat dissolving massageDesolve (benefit)CounterFlab (verb)Flabee (humor)Slimm (evocative, ‘slim’)FatZap (poetic sounds)

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Desolve (benefit) CounterFlab (verb) Flabee (humor) Slimm (evocative, slim) FatZap (poetic sounds)

Toy that reduces stress & anxietyFreelax (benefit)Stresstoss (verb)Anxietee (humor)Tikkie (evocative, ‘tickle’)FurryWooly (poetic sounds)

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Freelax (benefit) Stresstoss (verb) Anxietee (humor) Tikkie (evocative, tickle) FurryWooly (poetic sounds)

Ink pen that never runs out of inkInkfinity (benefit)InkTap (verb)GeekPen (humor)Juvenate (evocative, ‘rejuvenate’)TenTen (poetic sounds)

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Inkfinity (benefit) InkTap (verb) GeekPen (humor) Juvenate (evocative, rejuvenate) TenTen (poetic sounds)

NAMING TIPSWhen you combine 2 words; it’s not recommended to begin the 2nd word with the last letter of the first word. Other naming techniques include:–

Alphanumeric

•

e.g. 3M, 7-UP–

Foreign Languages / Culture

•

e.g. Nike, Joomla!–

Founder / Inventor’s Name

•

e.g. Famous Amos, Arthur Andersen

Source: Igor & WriteExpress

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Wally Amos

2. Imagine you are a villager in China. Tell me the story of a day in your life.

一年到头都在天还没亮的时候起床的人肯定能让家人过上好日子。

No one who can rise before dawn 360 days a year fails to make his

family rich.

Source: Outliers by Malcolm Gladwell

THE TALE OF TWO VILLAGES

Guiyu

贵屿镇Largest e-waste site on Earth

Source: Greenpeace & Telegraph.co.uk

Huaxi

华西村China’s richest village

Fast Facts -

GuiyuSecond most polluted spot on Earth88% of 150,000 workers suffer from abnormalities & diseasesAverage worker earns USD$1.50 a dayAverage workday is 16 hours“Electronic Graveyard”

Source: Basel Convention & Wikipedia

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roughly estimated one million tons of electronic waste being shipped there per year, mostly from the United States, Canada, Japan, and South Korea 88% of workers suffer from neurological, respiratory or digestive abnormalities or skin diseases

Source: Chien-Min Chung by GETTY

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Mountain of Waste�The city of Guiyu is home to 5,500 businesses devoted to processing discarded electronics, known as e-waste. According to local websites, the region dismantles 1.5 million pounds of junked computers, cell phones and other devices a year.�


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Specialized�The niche industry employs tens of thousands of people, many of them in small, family-run workshops.


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Huge Supply�Almost 80% of the discarded electronics come from overseas, including the United States. "About 800 yuan ($100 US) for a laptop; 600 yuan ($75 US) for a desktop; 1000 yuan ($125 US) for a Xerox machine-- isn't that tempting?"


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Extraction�The ewaste is mined for the lead, gold, copper and other metals that are found in the circuit boards, wiring, chips and other parts of electronic devices. In this photo, a worker heats a computer board on a steel surface to remove the computer chips soldered into it.


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Black Water�Much of the waste from the work, particularly the ash from the burning of coal, is dumped into city's streams and canals, poisoning the wells and groundwater. Once a rice village,[9] the pollution has made Guiyu unable to produce crops for food and the water of the river undrinkable.

Fast Facts -

HuaxiEntitled one car and a luxurious house100% free healthcare and educationFree cooking oilBonus & dividendsAverage worker earns USD$125 a dayWorks 7 days a week“New form of capitalism”

Source: Guardian.co.uk

& CRI

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WUXI | Farmer's Apartments | 328m | 1076ft | 74 fl But Huaxi's residents get a yearly salary of $1,500, a bonus of $10,000 and dividends of $25,000. <pounds> t has since grown from a small farming community to an industrial hothouse built on high-tech agriculture, steel manufacturing and textile production. Today, Huaxi has fixed assets of 2.1 billion Remninbi - or 300 million dollars. "Over half of Huaxi's income comes from the Iron and steel industry. We import raw material mostly from India and Brazil and export our products to more than 40 countries,"

Source: Remko

Tanis on Flickr

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"People here have five aims in life: money, a car, a house, a son, and respect. We give them that. Every family here is rich. Our target now is to make all of China rich."

Source: CRI

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Each household's assets are listed in detail: size of the family, value of their property, average level of education, number of members of the Communist party, as well as how many cars, mobile phones, televisions, washing machines, computers, air-conditioning units, motorbikes, cameras, fridges and stereo systems they own.

Source: CRI

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"We don't need to worry about clothes, food and those basic things. What we are looking for now is to realize our higher dreams. I think our lives here can be as good as the lives of people in big cities like Shanghai and Beijing, and some parts of our lives may even be better."

Source: Xinhua

Source: CRI

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Mrs Ge’s house, complete with conservatory, 42-inch television, leather sofas and a piano, sits by the side of a lake in a development which looks eerily like one of those upmarket suburbs in Florida.

一年到头都在天还没亮的时候起床的人肯定能让家人过上好日子。

No one who can rise before dawn 360 days a year fails to make his

family rich.

Source: Outliers by Malcolm Gladwell

3. Case Study: Think of your neighbours, and your own family. Give us 3 key insights or trends on the family dynamics at mealtimes.

Then, imagine you are managing a food

brand e.g. noodles or flavoured

rice. What would be the implication for

brand management?

THEN (1960s)Larger Family SizeMore FormalitiesEarly MealsRice or porridge as a staple itemMost cooking ingredients are grownLess variety, less pickyLess informed

Smaller Family SizeLesser FormalitiesLater MealsMore global variety such as pastaCooking ingredients from marketsMore variety, more picky More informed

NOW (2010)

THEN & NOW -

INSIGHTS

Less is more“I want more meat”“Come to the table and have your dinner”

More for less“I’ll love to have steak but salmon is healthier”“I’m eating outside”

Source: Nick Goh

& Thulobaba

at Flickr

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(smell, sight & taste) (hear & touch) Less is more: Less affluent, less variety & flavors, “grow your food” More for less: More affluent, more variety & flavors, less hassle – give customers more convenience and variety during purchase, increase your visibility and brand reliability, give offers and tie-in, help them decide quickly Carbohydrate based diet: Protein based diet: Note your product sources, consumers want to be informed about the chemicals and sources, supermarkets can take cue from restaurants who incorporate smell, sight, sound and touch & taste, like a good story We have slower metabolic rate when we eat later, let consumers know your food is filling but doesn’t add on the calorie count Convenience: Offer bite-size and packed size on-the-go items, offer delivery or vending options

PROBE DEEPERWho are we talking to?Why do we want them to buy from us?What do they perceive our brand and the product category (including competitors)?How can we best connect with them?Where does the brand lead to with our approach?When are the appropriate periods to brand for best results?

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How do I know if I’m on the right track? Do a check on contradictions. You want to be as coherent as possible in your research and recommendation, aligned with the brand. How do I know if it works? When the insights and recommendations triggers possibilities that excite and inspire. The “aha” moments.

Questions & AnswersThank you for listening!

Qualitative Market Research Challenge

Design

Transcript of Qualitative Market Research Challenge