Thammasat University Presentation

8/7/2019 Thammasat University Presentation

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Getting To Know You

Presented to:

Thammasat University

23rd September 2009


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Agenda

Introduction a little about me

So what is Market Research?

So which research models do we use?

Quantitative Research

Qualitative Research

Observations versus Insights

A case Study

Q & A


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Who Am I?

Born in UK

Working and living in Thailand since 1999

Been in Asia since 1995

Worked in advertising / insights for 20 years

Saatchi & Saatchi

JWT Dentsu

McCann Erickson

Engage

Worked on brands such as Microsoft, LOreal, Walls Ice

Cream, Coca Cola, Chivas Regal, Toyota, Acer, amongst

others Hobbies include people watching, golf, creating websites

Married with one luuk kreung child


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So what is market

research?


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The media world has exploded

Outdoor

Mail

Retail Point of SaleFace-to-Face

Delivery FulfillmentEvent/

Sponsorships

MagazinesRadio Television

Telemarketing FaxCustomer Service

NewsprintPlacement/

Product Sampling

Banner AdsFull-pageBanners

BrandedMobile Phone

Sites

iTV

ElevatorAdvertising

HouseholdPDAs

BrandedSceens

Viral Mail

BrandedGames

PDAsPVRs Telematics

Screens onExercise Bikes

ImageContentScanner

Bar CodeScanner

Branded CDsBranded Web

Content

Mobile Mkt.


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yesterday today

Brands battle for engagement

vs. vs. +


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The consumer is proactively in command

A dynamic, proactive, involved, expressive, consumer

Heavily immersed in the internet

Increasingly mobile in communications and entertainment

In control of intake and output across multiple channels

Participates in virtual networks Shares opinions more than ever and has an audience

Generates content


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The Importance of Information

Competition

Strategic PlanningCustomer Needs

Marketing

Environment


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Definitions


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Getting inside

peoplesheads


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So lets look at the

different types of research


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Essentially divided into 2 areas

QUANTITATIVE

OBSERVATIONAL


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QUANTITATIVE

Is all about numbers / measurement:

How much market share

How many people think.

How many people saw

How many people would buy.

Fixed Questionnaires

Telephone

Face to face

Post

Internet

Intercept / street interviews

QUALITATIVE

Is all about softer issues / exploration:

Why people do things

Why do people think the way they do.

How do people react to things

Discussion Guidelines

Interviewing skills to draw opinions

Depth Interviews (one on one)

Focus Groups

Mainly done face to face

Telephone

Internet


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The Importance of Sampling

Both techniques are based on the notion of sampling to identify who

to talk to

A group of people drawn at random from all the people in your

chosen market

Care is required when selecting your sample in order to avoid biasand misleading results

If you chose respondents from a telephone book, you miss out

all ex-directory individuals (tend to be wealthier)

Sample size depends on the type of survey you are undertaking


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Quantitative Research


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Quantitative

A numbers game that is all about

measurement:

Market size

Market share

Penetration

Market growth rates

It can also be used to find out:

Attitudes

Satisfaction

Commitmentetc


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Quantitative research relies on the questionnaire and it should be at

all times administered the same way, word for word, for each

respondent.

Questions that have double meanings should be avoided at all costs

as should those that leave the respondent unable to answer. Should be short and to the point yet should retain a logical flow

It should be designed with analysis and presentation in mind

can I use the results in a meaningful way?

have I covered off key market metrics?

can I segment and classify the different parts of the market?

QUANTITATIVE The Questionnaire is all important


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334892 375878 347852257462 186911

30053 4203425630

2483427189

14040 13204

19342

81919962

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2001 2002 2003 2004 YTD 2005

ad o Mags nema ans


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Soap category has no apparent

seasonality

0

10

20

30

40

50

60

70

80

Rp.

Bii

J F M r Apr M Ju Ju Au S p Okt Nov Dec

2001

2002

2003

2004

2005


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Examplemost desired product features

11952TO REWARD MY CHILD

15561TO NOURISH MY KID

INDEX%

TO SOOTH MY CHILD

TO GIVE MY CHILD SOME EXTRA

ENERGY

11848

14258

14770HIGH IN MILK

11451LOW IN SUGAR

11448LOW IN FAT

INDEX%

SOURCE OF VITAMINS/ MINERALS

ALL NATURAL

11059

11058

main satisfaction associated

Ingredients Technology enablers

1. Body Active Calcium

2. Pro/Pre Biotic3. DHA, BHA4. Omega35. Vitamins

Kids Format

Stick-Our Hero

Cup

Mother Format

ConeSandwich

BiscuitSliceBread

Tub Brick Multipack

Wrong pic


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Quantitative

Perhaps the most important part of Quantitative Research is the analysis and

reporting once the survey has been completed.

It is probably fair to say that most quantitative studies are under-analyzedusually because of time constraints.

Analysis is NOT about segmenting and sub-segmenting data into millions of

different sub groups looking for tiny gems of information.

Analysis should be about cross referencing one measure against anotherwithin the same survey

average sales size for your company against your competitor

what proportion of your customers are active in a market


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Quantitative

The better the analysis, the shorter the questionnaire and presentation will

be, because it becomes more focused on important matters rather than just

interesting ones

In order to be successful at this, the analyst needs to have a thorough anddeep understanding of what the business is about and what the audience

needs to hear


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Qualitative In Action


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Qualitative has become the glamourous element of the research

process

To test new pol c es or

keep track of p bl c

op n on

To test prod cts and

adverts to see f

message s gett ng

across

Pol t c ans Compan es


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The q al tat ve

researcher m st

become a detect ve

who looks for cl es

and mot vat ons asto what really

dr ves a market by

s ng a range of

q al tat ve

techn q es


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A Qualitative researcher will

seek out:

Motivations

Desires

Beliefs

Ways of Thinking

Words of description


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He / She will also look for gaps or

missing pieces of information

What types of people are in tune

with an ideaParadoxes

Consistencies

He / She will explain why people

say one thing and then go and dototally the opposite


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Aims

To look for clues that explain behaviour and attitudes

by developing a discussion

Get people to talk through in their own words how

they see a particular idea or product area

At all times avoid bias

At all times probe beneath the surface of a subject

and tease out the contradictions


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Ingredients of Qualitative Research

Depth Interviews

Focus Groups

Video Observation

In-situ studiesLong term on-line discussions


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Depth Interviews

Normally used for business to

business research

Normally conducted face to face

but can be done by phone also

Normally lasts one hour

Directed conversation thats very

open ended in order to encourageopinion


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Focus Groups

Normally 6 to 8 people brought

together for a discussion

Typically lasts for 90 minutes

Discussion arises amongst

participants spontaneously Moderator uses a discussion

guide and stimulus materials

Magazines

Photos

Concept boards


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Observational Studies

Increasingly popular with

advertising agencies looking for

an extra spark of reality

Researcher lives the life of the

respondent by following them

and recording their behaviour

Instead of asking what role a

mobile phone plays in their lives

they actually see it and record it

for themselves

Can be accompanied shoppingtrips etc


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Tools Required


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Discussion Guide

A list of the topics and related

questions that need to be covered

Should have a clear view and

purpose of the research. What arewe trying to find out and why?

Starts with generic / broad topics

and narrows down into a focused

area

Should build a rapport with the

respondent


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Stimulus Materials

To aid the discussion, stimulus materialscan be used to provoke comments at

various points

Can also consist of non-visual materials

such as tasks, role playing or building acollage

The aim is to elicit information that

otherwise may remain hidden

E.g. If some describes a brand whenmaking a collage, using pictures of

burnt our cars or men in uniforms


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Recording & Transcribing

Even though the researcher may believe that

they have heard everything during a

discussion, in practice the ability to record and

review the session is essential

Videos can provide excellent presentation

materials when reporting to the client

To Review - A respondent may have been

trying to say something entirely different towhat was transcribed at the time


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Analytical Framework

Some researchers view themselves

as the consumers mouthpiece and

just report what was actually said.

Others believe that their job is tointerpret what has been said and to

develop a theoretical framework or

model

In practice, both happen.

Analysis quality is totally dependent

on the expertise and experience of

the researcher.


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Specialized Qualitative Research

Qualitative covers a wide range of techniques, approaches and

ideas

Different types of research objectives or market requirements can

necessitate specialized research

Brand and marketing development

Customer relationship research


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Brand & Marketing Development

Most qualitative research focuses on testing of

advertising, packaging, product concepts and

brand positioning

With use of specialist stimulus materials and

hybrid research techniques however, skilledresearchers can explore what the brand

means and what is possible with the brand

This can include diaries and observation

combined with interviews

Outcomes of this type of research will result in

brand positioning statements and new

campaigns with new angles


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Customer Relationship Research

Rather than focus on the

brand or market itself,

customer relationship

research focuses on events

and stories surrounding a

relationship with the aim to

identify gaps and

opportunities

This research looks at touch

points between the

consumer and business and

talks about what happened,

what worked and what can

be improved


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Observations versus Insights


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Consider this consumer profile


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I am a working mother with two young children. My life involves

juggling my time so that I can properly look after my family.

My day starts early as I have to prepare breakfast for everyone

before they go to work or school. After I finish that, I have to

rush to get myself ready for work. My house is chaotic in themornings!

Even in the evenings after I finish work I have household

chores to do before I can go to bed like cleaning, cooking,

washing and ironing.

Despite all these pressures I face, I feel as though I shouldshow the world that I am a good mother and that I can keep my

household organized. It is important to me that other people

think I am a good mother.

My kids are the most important thing in my life. I want them to

grow up into being good human beings. If they do that, then I

have done my job as a mother well.

I want my kids to be well rounded and have as many

experiences in life. I know it causes me more work, as I am

always cleaning up after them and making sure they are well

turned out, but it is worth it in the end as they can have the

chance to get on in life. The smile on their faces proves this.


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What is the insight here?


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Mothers have to multitask in order to get things done

A mother has no time for herself

Dads are lazy

Kids are the most important thing in moms lives

Mothers want approval from others

Kids experiencing many things helps them become good people

If my kids are happy, I know I am a good mom


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I am a working mother with two young children. My life involves

juggling my time so that I can properly look after my family.

My day starts early as I have to prepare breakfast for everyone

before they go to work or school. After I finish that, I have to

rush to get myself ready for work. My house is chaotic in themornings!

Even in the evenings after I finish work I have household

chores to do before I can go to bed like cleaning, cooking,

washing and ironing.

Despite all these pressures I face, I feel as though I shouldshow the world that I am a good mother and that I can keep my

household organized. It is important to me that other people

think I am a good mother.

My kids are the most important thing in my life. I want them to

grow up into being good human beings. If they do that, then I

have done my job as a mother well.

I want my kids to be well rounded and have as many

experiences in life. I know it causes me more work, as I am

always cleaning up after them and making sure they are well

turned out, but it is worth it in the end as they can have the

chance to get on in life. The smile on their faces proves this.


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Lets Look Again

Mothers have to multitask in order to get things done

A mother has no time for herself

Dads are lazy

Kids are the most important thing in moms lives

Mothers want approval from others

Kids experiencing many things helps them become good people

If my kids are happy, I know I am a good mom


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The answer is.

None of the above!!

They are basically all just observations. There is no deep

insight here. An insight is a meaningful, deep differentiator

a nugget - that distinctively applies to that core target

group.


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Keep asking the questions

WHY & WHAT FOR???


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The real insight is.

DIRT IS GOOD

The insight does NOT have to be implicitly be quoted by the

consumer. It is the nugget behind what they imply.


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And which brand used this insight?

Breeze Excel

Laundry Detergent


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An Example of Qualitative Research


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MY MEDIAMY MEDIAMarch 2008

TODAYS MEDIATODAYS MEDIA


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TODAY S MEDIATODAY S MEDIAModern / Hi-tech means of advertising i.e.,

moving, more than one dimension.

In the past media will only be in leafletstyle ;for example, giving loan, diet pills.But now media is more interesting andnew/ Female High School Student

Banners have better quality, theyhave more dimensions andmovements ;therefore, makethem more attractive/ Female High School

Student

Nokia Trivision @ Siam Square

1.

Todays mediaTodays media



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For example, at Siam Square instead of putting poster ona wall but they build a chair with a Panda and when we siton it ,it like panda is sitting next to us it so cute Female High School Student

They look smart Male University Student

Today s mediaToday s mediaBecoming more creative / smart

TODAY S MEDIATODAY S MEDIA2.




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Today s mediaToday s media

Building Style by Toyota

The Hi-So Approach

Pepsi Shaker screen Buildin wra Coke bottle on to of Siam Center





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Today s mediaToday s mediaRelevant to lifestyle

When I watch AF eating mama on TVit makes me wants to eat mama likethem too / Female HighSchool Student

I dont have time to watch TV sohaving screen on the BTS its a goodidea Female High SchoolStudent





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If the color is standout so itcaught my eyes / Female High SchoolStudent

Today s mediaToday s mediaMore fashionable :colorful, designs, graphic.



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III.III. YY EDIAMEDIA

What types of media teens are look out for

The youth mindset and media implication


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THE YOUTH MINDSETTHE YOUTH MINDSET

Im differentIm different just like my fiendsjust like my fiends

Born with a city lifeBorn with a city life

MultiMulti--tasking is a normtasking is a norm

Technology is natural to themTechnology is natural to them

Diversity is a ruleDiversity is a rule

FreedomFreedom is their aspirationis their aspiration

They seek for acceptanceThey seek for acceptance

Trendy is a mustTrendy is a must

They need to have fun!They need to have fun!


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BE NEW !BE NEW !

Teens seek o t for anything trendy. Media need to response to theseemotional needs.

For example, like posters in the storesometime the promotion has alreadyexpired but they still havent pull out theposter yet /

MaleHigh School StudentIn the noodle shop they put it for toolong till the color is faded so it looks like

garbage. Or just be there to shoe off / Male High School Student

If theyre not new so I wouldnt paymuch attention to them, I'll buy the onethat I wanted to buy in the first place /

Female High School Student


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Be exciting!

Whats cool today is getting cold the next day. New idea isalways a m st!

Male UniversityStudent

Media is not the thing that welooking for so they have to bereally standout to grab attention /

BE EXCITING !BE EXCITING !


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Be colorful!

White and black is too bland ,normaland its like they dont make any effort/


Color caught the eyes, makeeverybody feel happy and make itdoesnt look too formal / Female High School Student

In the minds of teens, color makes things stand out. Itgets their attention.

BE COLORFUL !BE COLORFUL !

In the evening when they startopen the light it makes bannerlook more beautiful /

Female High SchoolStudent


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I dont like lots of words it like I have tosummarize it again by myself, I wonderwho will actually read it /


Sometime I didnt pay attentionat it 100% so if it very detailswho will read it?? / Female University Student

Even cream I still dont knowwhat they put in it, I'm too lazyto read / MaleHigh School Student

With variety of messages presented in their lives, teenswant right to the heart communication.

BE CONCISE !BE CONCISE !


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They should be different betweenmedia not that theyre all the samelike in the TV, if it is then I will overlook it / Male High School Student

Example like on a bus it will has a sentence that caught attention such astry to get in the university is harder than tying to get on a bus from amovie Final score or to encourage people to exercise Get off 1 stop beforeyour destination


Like in a movie theater that has adsthat encourage people to turn offtheir mobile phone before watching a

movie, I kidda enjoy it / Male High School Student

The more you personalize, the more the media becomesinteresting.

BE PERSONALIZED !BE PERSONALIZED !


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Place is also relevant if it on BTSthen it will look hiso high quality / Female High School Student

It look extravagance and gigantic so theyprobably use a lot of money to make it / Female

If it in expensive magazine it willlook superior / Female University Student

Teens want to associate themselves with the hiso image,projected from the chosen media.

BE HISO !BE HISO !


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I like free stuff especially whenthey have a game and then theygive away gift /

FemaleHigh School Student

I like when One2call held a concertat school it fun and I can playgames at game booth / Male High SchoolStudent

Like when I walk at Suan Jattujakand they give me a new flavorsdrinks, make me want to try / Male High School

Student

Sometime when they held an event and lots of people are gather around;therefore, it make me want to know whats happening in there Female High School

Fun is what teens live up to, especially when it comeswith some giveaway.

BE FUN (AND FREE) !BE FUN (AND FREE) !


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Sometime ad on TV is not details enoughfor example mobile phone we will onlyknow that its beautiful but still dont know

their functions so I have to go to the shopanyway / Female High School Student

TV ad has the content if it cool I will tell my friends about it but itwould be weird if I tell my friend about the billboard / Male University Student

Normal banners along the street I thinkthey just only try to emphasize us andmake us remember the brand / Female University Student

Each media plays different roles, its an integralcommunication.

BE INTERGRATED !BE INTERGRATED !


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Thank You

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Thammasat University Presentation