MR Process

Proposal Design
Proposal : what is it ?

 Proposed solution
 Time & Cost

 Our offer vs. competition

 Our thinking
Proposal Content
Title
Content
1. Background
2. Objective ( & Action Standards )
3. Research Design
4. Information Areas
5. Coverage
6. Requirements from Client / Stimulus Material
7. Fieldwork & Analysis (optional)
8. Time & Cost
Appendix : Terms & Conditions
Background
 Level of detail
 Regular client vs first time / infrequent client
 Client understands we have understood
 Clears miscommunication
 The act of putting it down on paper
 Provides clarity
 For future reference
Appreciation of the Brief
 For a complex issue or for a proposal

Background • Demonstrates your

understanding of the issue on
+ hand!
Appreciation
of brief

Brief
Clarification
Note
Objective
What is the decision to be taken based on the research ?
 input into marketing strategy
 decide what is required to improve brand performance
 decide whether to launch or not launch
 decide between the two packs
 decide whether to release the ad as is or with modification

What the research cannot do - limitations

Objective : Exploratory Study

 Understand ……….
Research Design
How exactly will research solve the problem ?
 In many cases, KEY to the proposal
 Success factor
 Competitive edge
 Trace the thought process
 Alternative approaches
Action Standard

Will take decision ‘a’ if results are ‘y’

Information Area
What do we mean by Information Areas?

Example: In a Post Launch Evaluation

 Awareness
 Purchase
 Repeat Trial of new brand
 Brand disposition – mention scale
 Brand image – mention attribute
 Ad awareness – mention media
 Profile
Coverage

 Who : Universe / Target Group

 How many : Sample size
 How are they being selected : Sampling
 Centres
 Options
Requirements from Client

In what form: cards, storyboard, tape,

Stimulus

product
 Quantities
Technical briefings  Translations/ language versions?
 Branded packs or blind packs?

Product briefings  How many cuts of each commercial?

In what order?

Letter of introduction
List of respondents
Proposal Content

Title
Content
1. Background
2. Objective ( & Action Standards )
3. Research Design
4. Information Areas
5. Coverage
6. Requirements from Client / Stimulus Material
7. Fieldwork & Analysis (optional)