Internal Mentorship 4 & 5

Market
Research
n da O lga
by Beli B rio
a nd
Cinintya a
Elp ra na t

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania
Marketing Research
Big companies would do research for each of Marketing Ps:

1 Proposition
What would we envision our brand positioning - what it stands for?

Price
2 What price is the most suitable to be charged for consumers,
for each target segment?

Product
3 Have we created a good and high-quality product that consumers
need and seek for?

Place
4 Where and how should we place our products in the store?
Has it been in the eye-level?

Pack
5 How should we design an attractive design of a product to be
standing out in-store/on-shelf?

Promotion
6 How should we promote? Which channel/where should we
communicate and convey our message?

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania
Methods & Approaches
Marketing Research

Primary Secondary
Research Research
Conducted independently
by doing what's called desk
Quantitative research - utilizing journals,
Survey/polls, interviews government data,
college/institute/academic
journals, digital official &
Qualitative reliable data sources, etc.
Observations, in-depth
interviews, FGD

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania
Qual & Quan: What's Their Deal?

Qualitative can contribute

to quantitative by.....

Refining the questionnaire

QUALITATIVE Making the data come alive QUANTITATIVE

Method
Explaining the inexplicable stuff
Essential to
understanding the
"why" factor - to
understand needs,
expectations, triggers,
motivations, and
barriers.
e.g., It's hard to
gauge the impact of
certain trend or
behaviour without
knowing its scale
Quantitative can contribute
to qualitative by.....
Putting things in perspective
Sharpening recommendations
Method
Numerical data as the
base would be relatively
straightforward to
analyze and elaborate,
also helps to provides
relevant and insightful
findings into a trend.
e.g., It's hard to
explain certain
behavior without
understanding the
motivation behind it

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania
How to do: Qualitative Method

Identify the
problem
and formulate
the questions

Interpret and Determine the

discuss the research
findings approach

Collect and
Design the
analyze the
sampling
data

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania
How to do: Quantitative Method

TERPRETNI
TCELLOC
Setting Data
NGISED

Build and
study's cleaning
objective & distribute and
questionnaire
constraints analysis

1 2 3
BEFORE YOU JUMP IN:
1 What you aim to achieve
Always retrospect, set your eyes on the end product to have an effective study

2 Who you look for

Residence, age, gender, economic class, or specific criteria

3 Sampling
Aim 5% margin of error. But 30 is the most minimum accepted

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania
 We are not competitor
obsessed, we're
customer obsessed
Jeff
Bezos

180 Degrees Consulting UGM

Internal Mentorship
Victoria Ingrid Nathania