Marketing Information to

Gain Customer Insights

Week 3: Session 6
PPT4
Basics of Marketing
Marketing information and customer insights
 Customer insights
 Fresh understandings of customers and the marketplace
derived from marketing information that become the basis
for creating customer value and relationships.
 Not more, but better information
 Head of Marketing Research > Director of Consumer Insights
and Strategy

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Marketing information and customer insights
 Real-Time Experience Tracking (RET) tool
developed on the basis of two (2) main insights:
 Tracking 24/7 not possible through observation, but possible
with use of cell phone
 Only four (4) main pieces of info are needed in a
product/service encounter among possible 1000’s:
 The brand encountered
 The type of touchpoint (TV ad, call to service center, etc.)
 How the participant felt about the experience
 How persuasive it was (will they choose the brand again?)
 MESH Experience Agency – watch to understand because only
in Portuguese! Click on subtitles to help. 3
Marketing information and customer insights
 Experience-driven marketing
 Marketing Information System (MIS)
 People and procedures for assessing informational needs,
developing the needed information and helping decision-
makers to use the information to generate and validate
actionable customer and market insights.
 Internal databases
 Marketing intelligence
 Marketing research
 Information analysis
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Developing marketing information
 Marketing intelligence
 The systematic collection and analysis of publicly available
information about consumers, competitors and developments
in the marketplace
 Marketing research
 The systematic design, collection, analysis and reporting of
data relevant to a specific marketing situation facing an
organization.
 Exploratory research
 Descriptive research
 Causal research – NB! Not casual, but causal!
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Marketing research
 Exploratory research
 Marketing research to gather preliminary information that
will help define problems and suggest hypotheses.
 Descriptive research
 Marketing research to better describe marketing problems,
situations or markets, such as the market potential for a
product or the demographics and attitudes of consumers.
 Causal research
 Marketing research to test hypotheses about cause-and-effect
relationships.
 For example, will a 10% decrease in price be offset by 6

more people buying?

Marketing research
 Secondary data
 Database and online information
 Quicker and cheaper, but is it?
 Relevant (fits research needs)
 Accurate (reliably collected and reported)
 Current (up-to-date enough for current decisions)
 Impartial (objectively collected and reported)
 Primary data
 Information collected for the specific purpose at hand.

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Research approaches
 Observational research
 Ethnographic research
 A form of observational research that involves sending
trained observers to watch and interact with consumers in
their ”natural habitat.”
 How Americans eat
 Survey research
 Most widely used primary data collection approach
 Best suited for descriptive research
 Experimental research
 Examples of experimental research 8
Contact methods Mail Telephone Personal Online
Flexibility Poor Good Excellent Good

 Mail Quantity
of data
Good Fair Excellent Good

 Telephone Control of
interviewer
Excellent Fair Poor Fair

effects
 Personal interview Control of Fair Excellent Good Excellent
sample
 Online Speed of Poor Excellent Good Excellent
data
collection
Response Poor Poor Good Good
rate
Cost Good Fair Poor Excellent

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Contact methods
 Focus group interviewing
 Personal interviewing that involves inviting six to ten people to
gather for a few hours with a trained interviewer to talk about
a product, service, organization or idea. The interviewer
”focuses” the group discussion on important issues.
 An example from the TV series Mad Men
 Online marketing research
 Collecting primary data online through internet surveys, online
focus groups, web-based experiments or tracking customers’
online behavior.

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Sampling plan
 A sample is a segment of the population selected for
(marketing) research to represent the population as a
whole.
 Who is to be surveyed? (What sampling unit?)
 How many people should be surveyed? (What sample size?)
 How should the people be chosen (What sampling
procedure?)

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Sampling plan
Sample type Procedure
Probability sample
Simple random sample Every member of the population has a known and equal chance of
selection

Stratified random sample The population is divided into mutually exclusive groups (e.g., age
groups), and random samples are drawn from each group
The population is divided into mutually exclusive groups (e.g., blocks),
Cluster (area) sample and the researcher draws a sample of the groups to interview

Non-probability sample
The researcher selects the easiest population members from which to
Convenience sample obtain information
The researcher uses his/her judgment to select population members who
Judgment sample are good prospects for accurate information

Quota sample The researcher finds and interviews a prescribed number of people in
each of several categories
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Research instruments
 Questionnaires
 Closed-end questions
 Open-end questions
 What and not how
many
 Wording and
ordering
 Online Market Survey (
French Bakery)
 What is your income to the nearest
100€?
 Are you a strong or weak supporter of
animal protection?
 Do your children behave well in
public? Yes or no?
 How many stores have contacted you
by mail/email in the last year?
 What are the most salient and
determinant attributes of your buying
habits?
 Do you think it is right to buy canned
tuna when it leads to the death of
innocent dolphins?
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Analyzing and using marketing information
 Customer Relationship Management (CRM)
 Managing detailed information about individual customers and
carefully managing customer ”touchpoints” to maximize
cstomer loyalty.
 Datamining

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