1. ASSIGNMENT 2.1
TOOLS TO EXPLORE MARKET & CONSUMERS
– MARKET RESEARCH –
NGUYEN NGOC TRAM

2. 1
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH
BEFORE LAUNCHING NEW PRODUCT
2
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH DURING
PRODUCT LIFE CYCLE
3
RESEARCH BRIEF
TO TEST THE NEW
LAUNCHING PRODUCT
DESK/ SECONDARY RESEARCH
PRIMARY RESEARCH/ TEST
to have an understand of what consumer
needs/ demand & the trend of the market
to test the result of desk research/ test the
relevance of the new product
A key performance area in secondary research is the full citation of
original sources, usually in the form of a complete listing or annotated
listing.
Include:
1. Concept testing
2. Brand name/ Copy testing
3. Product testing
4. Commercial eye tracking research (advertisement,
package design, websites, etc. by analyzing visual
behavior of the consumer)
5. Communication testing
6. Marketing-mix testing (as call as Total offer test)
Secondary sources could include previous research reports,
newspaper, magazine and journal content, and government and
NGO statistics.
(source: wikipedia)
APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

3. 1
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH
BEFORE LAUNCHING NEW PRODUCT
2
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH DURING
PRODUCT LIFE CYCLE
3
RESEARCH BRIEF
TO TEST THE NEW
LAUNCHING PRODUCT
MATURITY
DECLINE
GROWTH
ANALYSE MARKET
SUMMARIZE INFO
BUILD
CONCEPT
EVALUATE
CONCEPT
DEFINE THE
OPPORTUNITY IN
THE MARKET
COME UP
IDEA & BUILD
CONCEPT
CONCEPT
TESTING
OVERALL
MARKETING
MIX TESTING
OVERALL
MARKETING
MIX TESTING
DEFINE THE OPPORTUNITY IN THE
MARKET TO RELAUNCH BRAND
QUALITATIVE
RESEARCH
QUALITATIVE
& QUANTITIVE
RESEARCH
QUALITATIVE
& QUANTITIVE
OF TOTAL
OFFER
RESEARCH
QUALITATIVE
& QUANTITIVE
OF TOTAL
OFFER
RESEARCH
DESK
RESEARCH
DESK
RESEARCH
COME UP IDEA & BUILD CONCEPT
+ CONCEPT TESTING
QUALITATIVE
& QUANTITIVE
RESEARCH
OVERALL MARKETING
MIX TESTING
QUALITATIVE
& QUANTITIVE
OF TOTAL
OFFER
RESEARCH
APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

4. 1
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH
BEFORE LAUNCHING NEW PRODUCT
RESEARCH BRIEF
2
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH DURING
PRODUCT LIFE CYCLE
3
RESEARCH BRIEF
TO TEST THE NEW
LAUNCHING PRODUCT
FUNDAMENTAL ELEMENTS FOR A RESEARCH BRIEF:
GENERAL PART OF A BRIEF
Date
 Client’s information (name, contact,…)
 Name of project, with short description
 Brief accepted confirmation
DETAILED PART OF A RESEARCH BRIEF
 Market & strategic overview
 Background context & Role of Research
 Objectives
 Suggested approach & Research target(s) (as consumer target/ consumer segmentation)
 Action standard
 Reporting requirements
 Timing
 Budget
 Existing research or orther information/ materials for reference.
Source: http://www.ed.ac.uk/polopoly_fs/1.16492!/fileManager/writing-a-market-research-brief.pdf
APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING