Agenda

1. Review: What is Market Research?

• What is key to remember in planning a market research (strategic thinking in
market research): OBJECTIVE and PROBLEM STATEMENT

2. How research plays a role in marketing

3. How does it happen?

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Defining Market Research

Question: What decisions have you made

recently where you have used information to
help?

– (Hint: information can be numbers, advice from

others, market facts or anything else that supports
your decision?)

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What is it?

Market Research is the process of gathering and interpreting information in order to make
better business decisions.

– Avoid expensive errors

– Reduce risks in decision making
– Focus marketing resources
– Monitor and Improve marketing efficiency Why market
– Manage complexity research?
– Explore new business opportunities

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Practicing the ‘for what’ tantra … (link information needs with decision/problem)

Research should be Problem Oriented

Research should be Action Oriented.

Instead starting with …

• I would like to know how do people usually have breakfast in Vietnam…
• I would like know what people think about Grab v.s GoViet …
• I would like to know how student make decision in choosing a coffee shop …
• I would like to understand why sale performance drops in the past 3 months

Reverse and start with …

• … I want to launch a new ready-to-eat BÁNH MỲ brand
• … I want to improve /strengthen ‘brand love’ with GoViet
• … I want to open a new coffee shop in Vietnam for young people
• … I want to introduce new promotion scheme to uplift sale performance
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Types of market research

BY DATA TYPES BY DATA COLLECTION METHOD BY NATURE

1. Customised Research 1. Qualitative research 1. DESCRPITIVE

– What do consumers use?
2. Omnibus Research 2. Quantitative research
2. EXPLORATORY
3. Syndicated Research – Why do they use what they use?

4. Retail Research The era of 4.0 3. DIAGNOSTIC

5. Media Research – What is it about my product which is keeping
them away?

4. EVALUATIVE
– How successful was my advertising campaign?

5. TRACKING
– Overtime, how is my market share
performance?

6. FORECASTING
– If I modify my packaging/ pricing, how would
consumers react?

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Types of Data

Typical process of Market Research

Information Collect Implementation, Report,

Decision
Required Data Analysis Recommendations

Data

Secondary (Desk Work) Primary (Field Work)

Internal External Customised Syndicated

Qualitative Quantitative
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When MR happens in the marketing process

PRE-LAUNCH LAUNCH/ POST- LAUNCH PRODUCT DECLINE

• Market potential • Post launch evaluation • Reviving mature product/

market
• Product/ Service • Monitor own/ competitor performance
development
• Brand health tracking
• Pricing strategy
• Product/ Service
positioning strategy
• Promotion/ advertising
strategy
• Distribution channel studies
In the era of 4.0

• Artificial intelligence
• Automation
• Data integration
• Data interoperability
• Machine learning
• Big data
• Data science
• Real time results
• Behavioural economics

Sources: ESOMAR Global MR Annual Reports and GRIT Greenbook Business and Innovation Reports
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5 Steps to plan your market research (any type)

• What is the background or situation leading to this market research?

1. BUSINESS OR
MARKETING • Any basic information about the company, the brand, the market situation or the competitive
BACKGROUND: landscape we should bear in mind?
• What is the current situation of the business, the brand, or marketing performance?
2. DEFINE PROBLEM OR • What decision will be made based on the results?
ACTION TO BE TAKEN
• What business problems you are trying to solve?
3. DEFINE INFORMATION • List all pieces of information that would help to make decision
NEEDS
• Which of these pieces of information are 'nice to know' and 'need to know‘?
4. LIST OUT DETAILED • What are specific questions need to be answered?
QUESTIONS TO BE
EXPLORED • What facts, data, findings we would like to see in the final report?
• Specific areas of interest from other stakeholders required?
5. DEFINE YOUR TARGET • Whom should we talk to?
RESPONDENTS
• Specific demographic profile: ages, social class, gender, etc.
• Usership: use the product regularly, stop using the product last 3 months, never use
before, etc.
• Behavior: visit a café everyday, playing game 2-3 times/week, etc
• Location: urban vs. rural?

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5 Steps to plan your market research – an example
Aggressive growth business by extending into new categories is the main task of GSK Consumer Healthcare in the next five years. Oral care has been
identified by GSK as one of the most potential categories for to step in. It is worthwhile to explore the business potential by understanding the incidences of
1. WHAT IS THE
oral care diseases among consumers and their treatment behavior respectively.
BUSINESS OR The sub-categories which GSK is more interested in are:
MARKETING - Hypersensitivity
BACKGROUND - Gum problems (gingivitis, gum atrophy, bleeding gum, painful gum and ext.)
- Denture (partial, half and full dentures)

1. DEFINE PROBLEM OR Learning and data will be served as the local environment indicators for marketing decisions and new product innovation pipeline
ACTION TO BE TAKEN
1. INFORMATION NEEDS To establish the incidences of various oral diseases
To obtain consumers’ treatment behaviors of the oral diseases respectively
To understand the role of dentists in terms of the regimen of respective oral diseases

1. LIST OUT DETAILED Visiting dentist

QUESTIONS TO BE 1.How often consumers visit dentist?
EXPLORED 2.When they visit dentist? (dental problem, routine check-up, etc.) consumers
Sensitive teeth
1.% of consumers suffer from sensitive teeth/blooding gum? How do they know that they have sensitive teeth?
2.How do they treat their teeth sensitivity? What kind if toothpaste they are using?
Denture wearer
1.% of consumers wear denture – partial or full?
2.How do they clean their denture?

1. DEFINE YOUR TARGET • Male and female 20 – 40 YO

CUSTOMER • SES ABC+
• Living in HCMC and Hanoi
• Has suffered from one of these following oral condition
• Hypersensitivity
• Gum problems (gingivitis, gum atrophy, bleeding gum, painful gum and ext.)
• Denture (partial, half and full dentures)

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Last Word

When planning a market research, always try to keep in mind

the decision or decisions you would like to make for your
business, your brand, your marcom, etc …

This will help keep you focused on what is important and

necessary !!!

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In class exercise

Work in your group (15 mins)

1. Pick up a business 1 case study /topic … whatever your group is interested

2. Now … imagining that you will be the marketing manager /brand manager of
the company

3. Filling in the 5 steps planning template

We will choose 3 groups to present your plan (10mins)

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