Market Research Checklist
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
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
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
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
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
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