ASSIGNMENT 4.1
Minh Quang
Thanh Thùy
Hồng Phong
1. Research Need – Why Research
2. Research Methodology
3. Research and Innovation
4. Research Brief

1. Understanding consumers and market to orient
marketing activities
- Barriers, unmet need, behavior, change of consumers to
create or test new product, idea.
- Where our brand and competitor’s one are in the market.
- What consumers think of our brand.
Ex: McDonalds - Restaurant Finder App
Understanding that many people have to go home late and work
overtime while almost restaurants in England provided extended
hours, McDonalds launched – Restaurant Finder App, which was used
to find the closet McDonalds restaurant to promote them to have
dinner here.
https://vimeo.com/41089451
Good market research is starting with good definition of the
problem.
Ex: Brand A has low awareness in VN and marketers want
to find out the reason. Good MR starts defining actual
reason caused by wrong positioning, ineffective execution,
sales… to focus on an accurate problem and prevent from
wasting time and budget.
Why do marketers need market research (MR)?
What is MR?
“The systematic design, collection, analysis and
reporting of data and findings relevant to a
specific marketing situation facing an
organization.” - Philip Kotler –
Ex: Disposable Diaper
Huggies invested in more advertising but its sales was
still lower than Pampers. Market research indicated
that Pampers with tactic of gifting 3 diapers for every
newborn baby formed mothers’ habit of choosing
diaper for their babies.
How is GOOD MR?
4 important benefits of market research can support for
marketers to make solutions to problem.
Why do marketers Need MR?
Relevant Actionable Reliable Ethical
CRITERIA

2. Updating information about the macro
environment to adapt
-- New Trend
Ex: Globalization of Media
Acknowledge of this, marketers take
advantages of media to reach out to their
consumers.
- Politics and Culture
Ex: Listerine mouthwash
The mouthwash with alcohol ingredient is not
suitable for Islamists in Malaysia. In 2012, Listerine
launched new non-alcohol mouthwash with
green packing (green is traditional color of
Islam)
3. Improving the decision-making capabilities
and reduce your risk.
Ex: In 1999, Surf and Radion respectively made up 6% and
2% market share in England. Market research indicated
that consumers liked Radion’s strong sun fresh scent and
that Surf might benefit from the attribute. That prompted
Unilever to delete Radion and, simultaneously, to shift
Radion’s perfume to Surf, launching “SunFresh” Surf. In six
months’ time, the new Surf had a market share of 8%—
the combined market share of the old Surf and Radion.
4. Define particular goals and be base to
measure effect of marketing executions
Ex: Gillette
In 2008, 80% Indian male got used to using outdated
double-edge razors, Gillette recognized a potential
market here and oriented a new strategy to gain 20%
market share. After launching in 8 weeks, “Shave India
Movement” campaign increased 40% market share
and marked succesful campaign.
https://www.youtube.com/watch?v=1C0-Q9POFhI

Marketing
Research
Primary
[Data that be
collected by
researcher]
Secondary
[Data that be
collected by
someone else and
followed relevance,
reliability, recency]
Interviewing
[seeking information
by asking questions]
Observation
[Data collection by
observing consumer
interactions with
products and services
in their natural
environment]
Internal
[Data that are already available within the client
organisation.
Ex: Sales data, database of customer transactions...]
External
[Data that are readily available from market research/
consultancy organisation, newspapers, business journals,
the Internet...]
Qualitative
[Understand why consumers behave,
opinions, motivations, formulate
hypotheses for further quantification.
Ex: Why don’t Vietnamese people buy
canned food for dogs?]
Quantitative
[How many, results can be projected,
scientifically drawn sample, able to
attach statistical rigidity to findings.
Ex: Brand A awareness rate in VN]
Qualitative
Quantitative
FGD
[Discussion 8-10 respondents conducted by a
moderator with common approach for non-
sensitive topics.]
In-depth Interviews
[Discussion 1 or small set of
respondents in niche segment
(geographically dispersed,
affluent segment, C-level,
doctors…) for sensitive topics
(illness, personal hygiene…)]
Coverage
Interview
method
Ethnography
[Observe natural behavior.
Ex: how mothers prepare food
for family]
Mystery Shopping
[Interviewer becoming customer/
shopper with the objective of
auditing the performance
according to a set guideline,
normally service related.
Ex: Bank deposit to observe teller]
Sample Survey
[Drawing a portion from the
very big population]
Census
[Covering all members of the
population if the universe size is small
and finite]
F2F
[Interviewer asks respondent with a
designed questionnaire, they are
both present]
Online
[Sample can be drawn from an
online panel via web survey]
Telephone
[Interviewer administered or may use
an interactive voice response system]
Data Source
Is the data existing or not?
Data Type
Go in-depth or measure?
Data Collection
- How to get the data?
RESEARCH METHODOLOGY
Desk Research

Qualitative Quantitative
Retail
Measurem
ent
Sales
Force
Deals with large number of respondents with
the aim of establishing/ quantifying the proportion
of people who have the type of behavior/ habits
identified from the qualitative stage
Focuses on small number
of respondents and
establishes underlying
reasons for behavior/ appeal.
Qualitative vs Quantitative
Track / analyze performance
Market trends
Manufacturers’ SWOT
Execution Excellence
Sales planning
Optimal Route to the Market
CONSUMER
UNDERSTANDING
RETAIL
UNDERSTANDING

U&A
Usage & attitude
research to improve
old products
DESK RESEARCH
• Internal
Data that are already
available within the
client organisation.
Sales data, database
of customer
transactions.
• External
Data that are readily
available from MR/
consultancy
organisation.
Newspapers
business journals,
The Internet.
Gathering Information
on Competitors,
Category
COMEUP IDEA &
BUILT CONCEPT
QUALITATIVE
RESEARCH
• FGD
• In-depth
Interviews
• Observe
natural
behavior
CONCEPT TESTING
QUALITATIVE &
QUANTITATIVE
RESEARCH
• to develop the
original idea
further
• to estimate the
concept's
market
potential
• to eliminate
poor concept
• to help identify
the highest
potential
customer
segment
Method interview
• Face to Face
• Online
• Telephone
OVERALL MARKETING MIX
TESTING
QUALITATIVE & QUANTITATIVE
OF TOTAL OFFER RESEARCH
R & D development formula
based product concept and
product features. Then carry out
a qualitative survey to gain deep
understanding of the consumer's
perception of the mix and then do
a quantitative survey to measure
consumer acceptance.
• Brand name/ Copy testing
• Product testing
• Commercial eye tracking
research (advertisement,
• Package design, websites,
etc. by analyzing visual
Behavior of the consumer)
• Communication testing
Necessary research activities
• Impact and attractiveness of
a product, brand, packaging
concept
• Understanding and relevance
of message
• Fit with target
• Fit with brand
• Price elasticity
• Purchase intention
• Degree of differentiation from
competition
Out come
Adjust the communication,
change the form of the product
DEFINE THE
OPPORTUNITY IN
THE MARKET
DeclineGrowth MaturityLaunch
Product
Development
Evaluate
concept
Build concept
QUALITATIVE &
QUANTITATIVE
OF TOTAL OFFER
RESEARCH
Necessary research
activities
• Monitoring/con
trol sales
(internal data
analysis/synth
esis)
• Monitor /
control
advertising
(quantitative)
Analyzing the
feedback of
sales team
(qualitative /
quantitative)
Outcome:
• Feedback from
distribution
channels
Overview of
the market
• Improve
communication
s
• Competitive
situation
Repeat the process - explore the market to prepare new
product launch / re-launch old products / re-launch old
product line
DEFINE THE
OPPORTUNITY
IN THE MARKET
TO RELAUNCH
BRAND
• U&A
• DESK
RESEARCH
COME UP IDEA &
BUILD CONCEPT
+ CONCEPT
TESTING
QUALITATIVE &
QUANTITIVERESEARCH
OVERALL
MARKETING
MIX TESTING
QUALITATIVE &
QUANTITATIVE
OF TOTAL
OFFER
RESEARCH
INNOVATION
PROCESS
Beer Sapporo -
have stronger
taste, bitter than
beer in Vietnam.
Vietnamese
people don't like
bitter beer
because it makes
them more drunk
Qualitative research
2 concept:
• Non-alcoholic
beer
• balancing bitterness
and enhance
aroma, bring
Sapporo beer easy-
drinking taste
Interview result
they don't want to have
to drink a drink does not
yield any sense
whatsoever.
 Choose concept
balancing bitterness and
enhance aroma, bring
Sapporo beer easy-
drinking taste
Packaging: Sliiver luxurious.
Product: Sapporo beer taste more
delicious, soothing, and refreshing
Example: Beer Sappor- improving the old
product line

DEFINE THE
OPPORTUNITY IN
THE MARKET
Build concept
Evaluate concept
Product
Development
Launch
Growth
Maturity
Decline:
DESK RESEARCH
External: Nowadays, not only girls their beauty care
but also men also begin to care more about looks,
skin.
QUALITATIVE
Build Concept Use FGD, In-depth Interviews,
Observe natural behavior  3 concept:
• Soymilk helps muscles toned for men
• Soymilk help beautify the skin for men
• Soymilk balancing physique for men
QUALITATIVE
The man seen as the symbol of the powerful, so
their looks care, make embarrassed for them.
So the concept of beauty for male skin, balanced
physique for men --> Fail
Increasing muscle is a concern of men. Besides
the soy milk contains amino acids BCAA group
include amino acids leucine 3, isoleucine and
valine contributes muscle protein synthesis
QUANTITATIVE
However in the perception of men drinking soy
milk (%), losing their boyish looks. So instead of
focusing mass, vinasoy focus on the customers
who are bodybuilders, learned that soy milk good
for their muscles
OVERALL MARKETING MIX TESTING
R&D: Product Test: Hương trà xanh
TESTING
Brand Name: SOYMEN
Packaging: Angled
Message: “Săn chắc cơ thể, bản lĩnh từng ngày”
Communication: Concept athletes
http://soymenlab.com/soymen-lab
https://www.youtube.com/watch?v=NHhEs_rCmd0
PROCESS
INNOVATION
Repeattheprocess-explorethe
markettopreparenewproduct
launch/re-launcholdproducts/
re-launcholdproductline
Example

PRIMARY RESEARCH
SECONDARY
RESEARCH
Qualitative
FGD
In-depth Interview
Quantitative Interview method
F2F (face to face)
Online
Telephone
Qualitative
Observe natural
behavior.
Quantitative
Internal
External
Sales Date, database of
customer
Newspapers, business
journals, The Internet,
research company…
Observation
Interviewing
RESEARCH IN INNOVATION
1
2

MARKET
INTELLIGENCE
STRATEGY
PLAN
Desk Research
Monitoring/control sales
(internal data
analysis/synthesis)
Monitor / control advertising
(quantitative)
Analyzing the feedback of
sales team
Gathering Information on
Competitors, Category
Qualitative
Customer information
Gathering Information on
Competitors, Category
Concept Test
Comeup Idea & Build
concept
Quantitive
• FGD
• In-depth Interviews
• Observe natural
behavior
Qualitative
• FGD
• In-depth Interviews
• Observe natural
behavior
• Face to Face
• Online
• Telephone
Define the opportunity
in the market
is the information system, the source of which
managers use to get the information daily about the
need to know in the Marketing environment as the
action of a competitor or change in customer
behaviour - the information necessary for marketing
decisions.
Is the research for strategic
decisions, the development
orientation
3
4

Marketing Research Process
Client brief
(Research
needs)
Research
design
Proposal
Project set-up
Data
Acquisition
and Processing
Fieldwork
Data tables
Report
template
Data Analysis
Finalize report
Presentation
Close project
 Document describing the
need of client for agency
to understand what must
be done and get out
 A guide for a
comprehensive proposal
 The starting point for
marketing research project
WHAT IS A RESEARCH BRIEF?
1STSTEP

BRIEF ELEMENTS – NECESSARY PARTS IN A RESEARCH BRIEF
Key
Element Sub Element Explanation Question to clarify
BusinessNeeds
Assessment
RESEARCH
BACKGROUND &
BUSINESS OBJECTIVES
The current situation of the business and its future desired
position in the market
• What business issues are you looking at?
• What are your business objectives? What do you want to achieve for your
business? Any specific KPIs?
RESEARCH OBJECTIVES The purpose of conducting the research (to evaluate or discover
certain factors)
• Primary objectives: what are the specific objectives or key information areas
that you want to obtain from this study?
• Secondary objectives that build on the primary objectives
DECISIONS TO BE MADE
& STAKEHOLDERS
The application/ contribution of research outcome to business
activities (internal and external partners)
• What decisions are you going to make as a result of this study?
• Who will be using this research and what will they be doing with it?
ResearchDesign
Consideration
REQUIREMENTS FOR
TRENDING
The role/ effect of trend to business and overall objectives of the
research.
Does this research need to be compared to/ trended against previous research?
GEOGRAPHIC
COVERAGE
The place/ Where the target locates that the client want to
check.
Any specific markets (cities) do you plan to cover? Any priority order?
TARGET/ SAMPLE
REQUIREMETS
The respondents profile/ requirement.
The sample is how large (number of audiences) the client want
to approach as the representative for the whole market.
• How do you define your key target audience and segment your market? By
product, by user, by geographical?
• What is the sample size requirement?
METHODOLOGY Type of study to find out the key necessary understanding. Do you have any specific methodology in mind, e.g. qualitative or quantitative?
Timing
The length of the research (day/ month) • When do you need results by/Is there a constraint on the timeline? Why?
• When do you need the proposal?
• When will you make a decision?
Budget The amount of money that the client is able/ ready to pay. To allow us to scope an appropriate scale of the study for you, please let us
know what is the budget you have set aside for this study?
Deliverables
The format of research outcome that the client want to receive. Do you have any special deliverable formats requirement?
• Topline charts/ results
• Management Report in PPT/DOC?
• Verbal Presentations?
Key contact
• Completed By:
• Date:
Client Name:

Key
Element Sub Element INPUT FROM CLIENT
BusinessNeeds
Assessment
RESEARCH
BACKGROUND &
BUSINESS OBJECTIVES
• Tet is the biggest holiday for Vietnamese to welcome the new year. Pepsi always considers Tet as the biggest campaign throughout the
year to build the connection with target audience. Moreover, for business wise, Tet is also one of the main volume source for brand, which
definitely proves the importance role of Tet season in Pepsi’s performance. In the market, there are many brands activating on Tet period.
• The objective is identifying a strong consumer insight that Pepsi can leverage on to build a strong connection and relevance to consumer in
Vietnam context as well as Differentiate Brand A with other brands who is also activate at Tet.
RESEARCH OBJECTIVES
• Primary objective: strong and powerful insight for Digital Marketing Campaign; target audience habits before and after Tet; BEI of Pepsi
comparing to Coca Cola
• Secondary objective: channels to effectively approach target audience
DECISIONS TO BE MADE
& STAKEHOLDERS
• The outcome will be used to generate/ launch the idea for Pepsi Tet 2016 Marketing Campaign
• Internal – Marketing and Customer Development; External – Communications Agency will use the output of the research
ResearchDesign
Consideration
REQUIREMENTS FOR
TRENDING Compare the findings to the same research in 2014
GEOGRAPHIC
COVERAGE
Hanoi, HCMC, Da Nang and Can Tho, covering both urban and rural areas.
TARGET/ SAMPLE
REQUIREMETS
• Age: 18 – 25
• SEC ABC (male and female)
• Both users and non users of carbon hydrated drinks
• Quantitative Sample requirement: being able to represent the key big city of Vietnam
METHODOLOGY
Qualitative (conducted first) and Quantitative Research
Timing
• Proposal submitted within 1 week from the brief meeting
• Final report must be sent on 8 November 2015 (3 months before Tet) for Salesteam and Commincations Agency to work with the result
• Field work in 1 month and Topline report should be sent on 25 October
Budget
Should not be greater than $50,000 (maximum 40% for qualitative research)
Deliverables
• 1 PPT Topline Report
• 1 PPT consolidated Qualitative + Quantitative Full Report
• 1 Face to Face Presentation
Key contact
Completed By: Pham Minh Quang
Date: 8 September, 2015
Client Name: Suntory Pepsico
CASE ASSIGNMENT 2.2 - Insight/Brand CSDEXAMPLE

THANK YOU!