These studies have to do Research about market / competitors / market leader /

trends / development potential

Research on the behaviors of the target audiences related

to products

Research on consumer attitudes towards industry

Research on consumer attitudes towards existing

individual brands

Research on consumer expectations of product sectors in

future1. Pre

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To deeply understand consumer/ market

To plan an appropriate launching strategy

Assigment 2.1Group : An An – Hieu Hieu

Rese

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• React of consumers• Feedback of consumers• What things consumers talk about our new product ?

• Features of product consumer like/dislike• Consumer’s expectation• Share• Consumer perception about brand / product / price• Research for a new product base on good & improve

bad features

• New features make consumer crazy or not ?• React of competitors• Attitude / Feedback of non-user , user , new user

• Does consumer accept it much or not ?• Should we keep this product or not ?• Should we have an update product base on this

product ?

3. R

ese

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rief • Background to project

o Brief description about Apple company/brand proposition

o An outline of any existing research

o Explanation of any unusual or specific issues the agency should

be aware of when conducting the research

•Key business and research objectiveo How will this research contribute to Apple’s business objective

o What aspect of market does Apple wan to investigate?

3. R

ese

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h b

rief

•Target audienceo Who does Apple want to talk to?/ Who are the audiences for this product?

o How does Apple define target audiences and what are their characteristics

o Are there any available databases of consumers or need the agency to source

contacts for any key audiences

•Approacho Quantitative

Does the information need to be quantified (e.g. assessing demand for the

product)

What is the size of target audience? Is a robust sample size required? Is

statistical analysis required?

o Qualitative

is there more interest in exploring issues on a more open-ended basis?

How will the findings need to be used?

• Deliverable What does Apple and stakeholders expect the output to look like and how is this going

to be used and by whom? What does success look like?

Would a presentation or debrief workshop be the most useful way of disseminating

findings?

Need a series of presentations for different audiences?

Require an interim debrief or an executive summary?

Need feedback in a very succinct format to facilitate a quick decision?

Require any specific outputs – e.g. multiple printed copies of presentations/reports,

data tabulations, SPSS data files, an online portal to host the deliverables?

• Timings When are interim and/or final results required? need to meet key internal or external

deadlines? Are these fixed?

3. R

ese

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rief

3. R

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•Budgeto How much for this research ?

•Project teamo Who is going to manage the project? How will they be supported?

•Next stepo Who on the Apple-side can be contacted in case of questions/ clarifications or pre-

meetings?

o When the proposal is required by?

o Who should the proposal be sent to?

o How it should be sent, i.e. by email; if hard copy: the number of copies required

o Will there be additional selection stages (e.g. inperson pitch)

o Are there any special circumstances (such as procurement formalities e.g. the need to

use an anonymous label for the tender)