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Uncovering What Customers Really Think How to Conduct Research that Gets to the Truth • Bureau West, Inc. • Market Research & Marketing Strategy • Los Angeles, California, USA • Tel: +1-818-588-6050 • Email: [email protected] Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 1 Bureau West: research & strategy • Consortium of independent researchers – Qualitative research (focus groups, interviews, online methods) – Quantitative research (surveys) – Website-related research (usability, conceptual) • “Agnostic” when it comes to methodology – What’s the best way to answer the research question? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 2 Asking direct questions • When conducting market research, it’s tempting to simply ask participants direct questions: – Would you buy this product? – What do you like about that product? – What do you think of this brand? • The problem is, research participants lie. (Perhaps unintentionally.) – When asked a direct question, people try to theorize how they would make a decision in a given situation, which can be different than actually being in that situation. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 3 Behavioral economics: how do people make decisions? • Dan Ariely – “Predictably Irrational” • Organ donations: Germany 12%, Austria 100% – “Check the box below if you want to participate in the organ donor program” – “Check the box below if you don't want to participate” • Do people choose the default because they don't care? – On the contrary: it’s because of the complexity of the decision Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 4 Behavioral economics: how do people make decisions? • It even happens with experts! • Study conducted with doctors: – Patient with hip pain, medications hadn’t worked, referred to have a hip replacement; doctor discovered forgot to try one medication. Most doctors would pull patient back. – Second scenario: doctor discovered that two medications hadn’t been tried. Majority opt for hip replacement. • When the decision is complicated, the default has huge power. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 5 Behavioral economics: how do people make decisions? • A more everyday example: two sets of choices: – Weekend in Paris, including hotel and breakfast – Weekend in Rome, including hotel and breakfast • Or: – Weekend in Paris, including hotel and breakfast – Weekend in Rome, including hotel and breakfast – Weekend in Rome, including hotel and breakfast, but coffee is not included • Third option has a surprising impact Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 6 Asking direct questions • The moral of the story: when it comes to market research, direct questioning won’t always work • We need to give participants the context to answer the question – Physical aspect (what are the choices?) – Emotional aspect (how do they feel about it?) Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 7 Understanding customers’ relationship with… • Direct questioning: • “How do you feel about X?” • “Why is it important to you?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 8 Understanding customers’ relationship with… • “Choose a picture that best illustrates how you feel about X.” • Or: – Choose among colors. – Choose among random pictures and tell a story about how it relates to X. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 9 Impressions and benefits of a brand • Direct questioning: • “What do you think of X?” • “What do you like about it?” • “What don’t you like?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 10 Impressions and benefits of a brand • “Think of as many things as you can say about X and write them on the lines shown” • Or… Brand Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 11 Impressions and benefits of a brand • Laddering – “What attributes of X are important to you? – “What’s the benefit to you of attribute Y?” – “Tell me a bit more about the personal value of that benefit to you. Why is it valuable?” • Or… Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 12 Impressions and benefits of a brand • What do people say about the product or brand? • What do they think about the product or brand? • Can add: What do they feel? • Or… • “Imagine a situation where the product was not available.” – “Describe what life would be like.” • Or… • “Write a love letter to the brand…” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 13 Which positioning statement is best? • Direct questioning: • “Please read this statement. This isn’t an ad, but it’s an idea that might be behind an ad. What do you think of what it’s saying? • “Now please read this statement…” • “And this statement…” • “And this statement…” • “And this statement…” • “Which statement works best? Why do you say that?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 14 Which positioning statement is best? • Provide a bullseye with the attributes the statements need to convey in the center. – Participants place positioning statements based on how close they are to those attributes Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 15 Where is the brand in the competitive field? • Direct questioning: • “Who are the competitors for X?” • “How does X compare? In what ways is X better? In what ways is X worse?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 16 Where is the brand in the competitive field? • Perceptual map: Higher • (Based on attributes defined earlier) • “Where is X on this map?” • “Where are the competitors?” (one at a time) • And don’t forget: Less More Lower • “If brand x, y and z were people at a party, what would they be like? What car would they drive up in? How would they be dressed? How would they behave?” • (Or for more broad-stroke impressions:) “What animal would they be? Why do you say that?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 17 Which features are important? • Direct questioning: • “Here is a list of features. Which of these is important to you? Which are unimportant? Which are just ‘nice to have?’” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 18 Which features are important? • “Here is a list of 20 features. You each have four green dots and four yellow dots. Put a green dot on the features you want the most, and put a yellow dot on the features that you want, but that aren’t as important to you as the green-dot ones.” • (Or give them a certain number of dollars to allocate.) Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 19 Evaluating a new product • Direct questioning: • “Do you like this product? Why do you say that?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 20 Evaluating a new product • “The first stick figure is the typical customer for this product. Let’s describe that person…” • “The second stick figure is you. Let’s go over the same descriptions.” • “Now let’s compare the two.” Name: ____________________ Name: ____________________ Lives where? ________________________________ Lives where? ________________________________ Car drives: __________________________ Car drives: __________________________ Marital status: __________________ Marital status: __________________ Kids? How many? ________________ Kids? How many? ________________ 5 adjectives to describe lifestyle: 5 adjectives to describe lifestyle: ____________________ ____________________ ____________________ ____________________ ____________________ ____________________ ____________________ ____________________ ____________________ ____________________ Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 21 Evaluating a new product • “Imagine yourself using the product.” • “What would change?” • “How would it fit in to your routine?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 22 Evaluating designs, logos • Direct questioning: • “What does this communicate to you?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 23 Evaluating designs, logos • “What’s the first word that comes into your mind when you see this logo?” Higher • Or: • Place the designs on a perceptual map, with the axes based on the attributes we want to convey. Less More Lower Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 24 Likelihood to buy • Direct questioning: • “How likely would you be to buy this?” • Alternate approach: • “Here are your options and their prices. How do you go about choosing?” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 25 Many other options • Examples? • Use your creativity. Consider: – Context – Emotions • Also, consider calling us for advice! Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 26 Thank you • Jay Zaltzman • Bureau West - Market Research & Marketing Strategy – Our Research Tidbit newsletter keeps you up to date on what's new and interesting in marketing and market research each month – Please send me an email if you'd like to receive it. Just email [email protected] and write “newsletter” in the subject line Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: [email protected] 27