Market Research Checklist

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Brianne Gordon
6 years ago
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1 Market Research Checklist

2 Effective market research is the backbone to any successful project. There are so many parts to a market research strategy, each as important as the other. The more research you have to support your project, the stronger it can become. When building a comprehensive market research strategy - be sure you ve got all your boxes ticked, including: 1) Conduct a Brand Awareness Survey - Decide between an aided awareness or a top-of-the-mind survey type - Set research goals awareness, recall, loyalty, perception etc. - Prepare survey media material - Visual images - Branding/logos - Audio files - Video files - Define your consumer respondent profile - Establish a method of evaluating awareness levels - Design the survey questions - Distribute the survey to the target population - Monitor the live survey results - Carefully analyse the data - Create an insightful report - Apply the findings to you marketing strategy 17/04/2013 2

3 2) Research your Target Consumer Market - Define the research objectives - Choose the methodology: e.g. focus groups, panel survey, interviews etc. - Define the target population - Set realistic sample-size targets - Choose the question formats multiple choice, free text, ranking or scale questions - Draft the questions - Build the survey - Distribute to the target population - Collect the results - Carefully analyse the data - Identify the insight by way of trends, patterns, noticeable preferences etc. - Create the reporting - Relate results to research aims - Compare findings with previous survey results if required - Use results as basis for marketing strategy 17/04/2013 3

4 3) Gauge the Strength of your Concept with Product Concept Testing - Define the concept test - evaluation/positioning research or product test - Describe the target respondents - Prepare the concept materials: - Written descriptions - Visual material - Video content - Prototype examples - Choose the research format: focus groups, interview, general public - Choose question type free text, multiple choice, like/dislike, ranking system etc. - Write the questions - Design the survey - - Engage with the target population - Collect the results - Analyse the data - Identify the strengths and weaknesses - Compare results to test targets - Build the report - Use the results to develop further, or to support the product launch strategy 17/04/2013 4

5 4) Conduct Online Panel Research for Added Consumer Insight - Define the target audience - Establish the research goals - Contact online panel survey provider - Agree on the survey type - Design the questionnaire - Test the online version of the survey - Deploy the survey - Analyse the data - identify trends and patterns - Compare results to research goals - Collate data into a final report - Compare results to current marketing strategy - Adjust marketing strategy accordingly 17/04/2013 5

6 5) Evaluate your Campaign with an Advertising Effectiveness Survey - Choose format of survey focus groups, interviews, experimental environment, online quantitative etc. - Format of research brand recognition, availability tracking, brand association, attribute research, marketing effectiveness etc. - Define the target population - Prepare visual aids - Design the questionnaire - Conduct survey with respondents - Collect the results - Analyse the results - Create reports - Compare reports with campaign strategy and targets - Identify areas of strength, weakness, improvement etc. 17/04/2013 6

7 6) Measure the Success of your Event with an Event Feedback Survey - Set research goals participant experience, potential improvements, problem identification etc. - Choose survey type questionnaire, poll voting, ranking system - Specify the distribution method - Draft the questions - Design the survey - Distribute and project manage the survey - Analyse the results - Create the report - Identify key points of interest - Consider results in future planning 17/04/2013 7

TVNZ AdEffect Series. Great media strategy drives FMCG new product launch success

TVNZ AdEffect Series. Great media strategy drives FMCG new product launch success TVNZ AdEffect Series Great media strategy drives FMCG new product launch success This was an FMCG new product launch to a mass audience using a multi-media campaign that ran for four months. In our research