The Scope of Marketing
Research Marketing managers often commission formal marketing studies of specific problems and opportunities, like a market survey, a product-preference test, a sales forecast by region, or an advertising evaluation. It’s the job of the marketing researcher to produce insight to help the marketing manager’s decision making. Formally, the American Marketing Association says
Marketing research is the function that links the consumer, customer, and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
Importance of Marketing Insights
Marketing research is all about generating insights. Marketing insights provide diagnostic information about
how and why we observe certain effects in the marketplace and what that means to marketers
Good marketing insights often form the basis of successful marketing programs.
• When an extensive consumer research study of U.S. retail shoppers by Walmart revealed that the store’s key competitive advantages were the functional benefit of “offers low prices” and the emotional benefit of “makes me feel like a smart shopper,” its marketers used those insights to develop their “Save Money, Live Better” campaign
Research Marketing managers often commission formal marketing studies of specific problems and opportunities, like a market survey, a product-preference test, a sales forecast by region, or an advertising evaluation. It’s the job of the marketing researcher to produce insight to help the marketing manager’s decision making. Formally, the American Marketing Association says
Marketing research is the function that links the consumer, customer, and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
Importance of Marketing Insights
Marketing research is all about generating insights. Marketing insights provide diagnostic information about
how and why we observe certain effects in the marketplace and what that means to marketers
Good marketing insights often form the basis of successful marketing programs.
• When an extensive consumer research study of U.S. retail shoppers by Walmart revealed that the store’s key competitive advantages were the functional benefit of “offers low prices” and the emotional benefit of “makes me feel like a smart shopper,” its marketers used those insights to develop their “Save Money, Live Better” campaign
• When marketing research showed that consumers viewed Walgreens largely as a convenience store with a
pharmacy in the back, the company took steps to reposition itself as a premium health care brand, putting
more emphasis on its wellness offerings such as its walk-in clinics.
Gaining marketing insights is crucial for marketing success. To improve the marketing of its $3 billion Pantene
hair care brand, Procter & Gamble conducted a deep dive into women’s feelings about hair, using surveys with mood scales from psychology, high-resolution EEG research to measure brainwaves, and other methods. As a result, the company reformulated Pantene products, redesigned packages, pared the line down from 14 “collections” to eight, and fine-tuned the ad campaign.
If marketers lack consumer insights, they often get in trouble. When Tropicana redesigned its orange juice
packaging, dropping the iconic image of an orange skewered by a straw, it failed to adequately test for consumer reactions with disastrous results. Sales dropped by 20 percent, and Tropicana reinstated the old package design after only a few months.
Who Does Marketing Research?
Spending on marketing research topped $40.2 billion globally in 2013, according to ESOMAR, the world association of opinion and market research professionals.8 Most large companies have their own marketing research departments, which often play crucial roles within the organization. Here is how Procter & Gamble describes its marketing research department
pharmacy in the back, the company took steps to reposition itself as a premium health care brand, putting
more emphasis on its wellness offerings such as its walk-in clinics.
Gaining marketing insights is crucial for marketing success. To improve the marketing of its $3 billion Pantene
hair care brand, Procter & Gamble conducted a deep dive into women’s feelings about hair, using surveys with mood scales from psychology, high-resolution EEG research to measure brainwaves, and other methods. As a result, the company reformulated Pantene products, redesigned packages, pared the line down from 14 “collections” to eight, and fine-tuned the ad campaign.
If marketers lack consumer insights, they often get in trouble. When Tropicana redesigned its orange juice
packaging, dropping the iconic image of an orange skewered by a straw, it failed to adequately test for consumer reactions with disastrous results. Sales dropped by 20 percent, and Tropicana reinstated the old package design after only a few months.
Who Does Marketing Research?
Spending on marketing research topped $40.2 billion globally in 2013, according to ESOMAR, the world association of opinion and market research professionals.8 Most large companies have their own marketing research departments, which often play crucial roles within the organization. Here is how Procter & Gamble describes its marketing research department
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