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MARKET RESEARCH ASSIGNMENT
Our reseach
ANTHEM
This time, don’t need another PERFECT LIE
I’m sick of all this insincereYou’re gonna give all your SECRETS
away!
BACK-GROUND
Leader of creation to meet the unseen need of Target
Not a follower
Brand’s Identit
y Think Different
BACK-GROUND
Objectives
New Product
Line
Current Apple lover
Potential user
What I’m I expecting?
What is the market
NEEDING?
PRE-LAUNCH
Situations
1) Apple’s creators got
stuck
2) Apple’s got an idea. Does
it match?
Both mostly
QUALITATIVE
Situation
1
Research’s role
Find out the SECRETS of consumersFind the Hidden market to fulfill
Give birth to the idea Commercialize testIdea test Product Development Marketing test
A glance at the market
Qualitative – Discovery research
Behavior and
attitude insight
Qualitative test on the people’s
attitude towards the ideaQuantitative test on
selling potential of the idea
Selective qualitative testProduct name test Product choice testModel testPackaging test
Qualitative test on commercialsIdentify problemsBrand and Commercials evaluationConsumer pleasant evaluationPricing, distribution strategy research
Situation
1Example Find out the SECRETS of consumers
Find the Hidden market to fulfill
What are you hiding
from us? ^^
Situation
2
Research’s role
Find out if the product WOWs consumersFind the meeting point of product and market
Commercialize testIdea test Product Development Marketing test
Qualitative test on the people’s
attitude towards the ideaQuantitative test on
selling prospectus of the idea
Selective qualitative testProduct name test Product choice testModel test
Qualitative test on commercialsIdentify problemsBrand and Commercials evaluationConsumer pleasant evaluationPricing, distribution strategy research
Situation
1Example Find out if the product WOWs consumers
Find the meeting point of product and market
Do you think this is good?
^^
Product Life Cycle Research
Framwork
Retailing trackingElevating researchDiscovery researchMarket structure
AuditsConsumer panel dataTracking studies
Market expansion:Positioning researchUser identification, new prospects
Mostly
QUANTITATIVE
Product Life Cycle Research
Example
Mostly
QUANTITATIVE
How well is she
eating?
How much are
they selling?
What’s the problem with her?
RESEARCH
BRIEF
Background!
Target
Quantity or Quality? Size? Specification?...
Deliverables Presentation Data format Special requirements
Limitations Timeline Budget Project team
BusinessObjective
Research
Objective
Cause ActionEffect (expected)
Frame
work
Approach
Contact and report toName - Phone – email
Responsibilities
RESEARCH
BRIEF
Background
Target
Quality Smal group’s private
and confidential discussion
Deliverables 2 Presentations to BOD Data format: ppt and
sufficient excel datas Special requirements:
short-5 slides, unbiased, leading to conclusions
Limitations Timeline: from 1/12 to 1/2 Budget: within $1000 Project team: specifically
leaded by Mr Veo
Strategic decisions on a new line of products
Behaviour and
Expectation of
Target
Exam-ple
Apple’s division, mission Problem? Status? Product directions?
Apple’s current brand lovers Outsiders? Age? Location?
Behaviour?...
Approach
Contact and report toMr Cong - 0987444444 – Congcong@apple.veo
Supply info, report proccess, cheer you up
Our reseach
ANTHEM
Got no Burden got no Shame
You just gotta disappearWait to feel their INNER TRUTH
FELLOW
RESEARCHER
THANK YOU!!!!
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