Mr course module 01 (2)
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This document provides an overview of a short course on market research. The course consists of 8 lessons that will cover topics such as quantitative and qualitative research methods, communicating results, and emerging areas. Lesson 1 focuses on introducing market research and discussing how to scope projects and define objectives. It also emphasizes the importance of translating results into actionable insights for clients and communicating findings through compelling stories and emotional connection with audiences.
Mr course module 01 (2)
- 1. A short course in Market Research with Ray Poynter (English language) Lesson 1 Thursday, 3 July • Introduction • The context for market research • Communicating results @RayPoynter ray.poynter@thefutureplace.com
- 2. Agenda Announcements and schedule Chapter 1 – Introduction Chapter 2 – The context for market research Short break Chapter 13 – Communicating results
- 3. With Thanks To Mr Shigeru (Shiggy) Kishikawa Ms Tomoko Yoshida Mr Masafumi Ushido JMRX
- 4. Dates and Modules Thu 3 July Introduction The context for market research Communicating results Tue 8 July Quantitative research Writing questionnaires Thu 10 July Qualitative research Analysing qualitative data Tue 15 July Major applications of research Mobile market research Thu 17 July Emerging research methods Communities Social media research Tue 22 July Fri 25 July? How to analyse quantitative data Quantitative analysis techniques Pricing research Thu 24 July B2B (business to business) International research Political polling Tue 29 July Research ethics, Guidelines and laws Current areas of sensitivity Questions from new researchers
- 5. Introduction The course – 8 lessons, each 2 hours ESOMAR – Who is aware? – Who is a member? The book ‘Answers to .Contemporary Market Research Questions’ The team who produced the book
- 7. What is Market Research? • Focus on the core not the boundaries. • Help businesses or organisations make better decisions. • By supplying them with information about people. – Typically customers, or potential customers • Or, advice based on that information
- 8. Marketing Research For 99% of market researchers there is NO difference between – Market research – Marketing research
- 9. Who are the Key players? • Customers/stakeholders • Internal clients • Insight managers / client-side researchers • Agencies / research vendors • Fieldwork companies • Interviewers • Recruiters • Data processing agencies • Providers of reports and graphics • Focus group facilities • Platform providers • Software providers • Coding, transcription, & translation services • Other
- 10. Key Points of Client/Agency Tension 1. Reliability of the research 2. Speed / timing 3. Budget 4. Context Key approach: Regular and transparent discussions
- 11. Scoping/Designing Research Projects 1. Business objectives 2. Research objectives 3. Research methods 4. Details and logistics 5. The project 6. Analysis -> Findings -> Insight
- 12. Insight? Lots of definitions Some people use it for anything discovered Some use it for anything the client says is an insight My suggestion: – Something that provides a generalizable understanding – Something that supports action
- 13. The Penny Farthing Why was the wheel so big on the Penny Farthing?
- 14. Penny Farthing – Finding the Insight Standard wheel diameter 0.7m Penny farthing, 1.5m Circumference = diameter * π Assume π = 3 Top speed of 100 rotations per minute 0.7 * 3 = 2.1m per revolution 100 revolutions per minute = 6,000 revolutions Which equates to just under 13 KM per hour (about 8mph) 1.5 * 3 = 4.5m per revolution Which equates to about 27 KM per hour (about 17mph) Wheels go bigger to go faster, because the human was the limiting factor. When the link between leg speed and wheel rotation speed was broken (gears) The big wheel was removed.
- 15. What is MR’s Relationship with Other Sources of Insight? • Management consultants • Business Intelligence • Web analytics and SEO • Customer feedback management • Social media listening • Big data • Other
- 16. Why do we have Codes and Ethics? To maximise self-regulation To help buyers tell the difference between good and bad research To offer reassurance to potential respondents/participants To guide researchers towards good practice
- 17. The Quizes • The quizzes are mostly to check the communication. • If the communication has been clear – Most students should score 100% or close to 100%. • If people do not score 100% – We will try to explain the material in a different way. • Take Quiz 01, Part A (and then a short break)
- 18. Part B Any questions before we re-start?
- 20. What are clients looking for from a presentation? • Clients think suppliers are – Good at conducting research – Not so good at presenting the outcomes • Separate the analysis from the presentation • A story, not a waterfall • Think like a journalist • Engage the audience – be compelling
- 21. What is action? We want our research to result in action • This can include: – Proceeding with confidence – Proceeding with caution – Changing direction – Pausing the project for more information – Cancelling the project • Action means being used – It means NOT being ignored, NOT left of the shelf, NOT being dismissed
- 22. Keys to Success in Communication • Link the results to the business needs • Understand how the research will be used – Once or ongoing? – What are the deliverables? • Find out who the audience are – Find out what they like and what they don’t like – Will it meet their needs
- 23. 4 Cs and an E • Concise – as short and as clear as possible • Clarity – let the story come through clearly • Consistency – no conflicting messages • Credibility – this is usually an MR strength • Emotion – connect with the audience at an emotional level – Humans are not thinking machines with emotions, we are emotional machines that can think
- 24. Creating the Emotional Connection The connection comes from you, not from showing numbers Include information from the perspective of individual customers Draw on information from other projects – Avoid silos Include opinion – Include emotional words like love, hate, feel, enjoy, reject – Minimise words like mean, standard deviation, sub-groups etc
- 25. Communication Methods The standards – PowerPoint, Word, email – You have to be good at all of these Newer options – Dashboards – Virtual meetings – Video Consider how the client will access it – By smartphone, with or without internet, in what languages?
- 26. The Structure of a Report 1. Start with a contents and executive summary – So people can find what they want/need 2. Check the research objectives, state them, and show how you met them. 3. The methodology and sample section are for researchers, so write them so they are useful to researchers. 4. However, check if the client has a preferred (or compulsory) style for reports
- 27. Designing a presentation 1. How long (in minutes) do you have? 2. What type of research is it (concept tests and segmentation studies differ)? 3. What type of message (good news is quicker)? 4. Is the presentation the main deliverable? 5. Formal presentation or workshop? 6. On screen or on paper? 7. Specific client requirements? Pitching is different to a debrief Is different to teaching!
- 28. Do you speak the same language? But, for me Japan, China, France, Italy etc More words. Give people two chances to understand
- 29. Tables, Graphs, Infographics Coal Oil Deaths rate by watts produced From Seth Godin Nuclear
- 30. Tables, Graphs, Infographics Images can be clearer – But they contain less information – You need to make the trade-off Tables usually have too much information to be processed live – But are good as a reference Charts should be simple, conveying a message Infographics need to be immediately useful
- 31. Tips for Great Delivery Know you material Practice your presentation Watch videos of yourself Attend courses, read books watch TED videos Seek to remove weaknesses Communication is grounded in the visual Use your voice to its full range
- 32. More Tips YOU are the presentation — The screen is there to help you — Not to replace you — Not to compete with you Do NOT just read the slides The entire presentation needs a narrative — And each slide should have its clear role in that story Engage individual members of the audience — They are not just watching TV, this is ‘LIVE!’
- 33. Questions And Then Quiz B
- 34. Feedback for the next lessons? • If you have feedback now, GREAT! • Or, – Email it to ray.poynter@thefutureplace.com