Lecture 2- Fundamentals of Market Research

evolution of marketing & market research

1. demand exceeds supply; consumers buy what is available

   1. the focus is on production & efficiency

   2. market research is limited and mainly about tracking sales

2. competition increased, manufacturers realised different consumers had different needs

   1. market research done to understand preferences and purchase drivers

3. functional differences shrink, brands compete on image and emotion

   1. research shifts from behaviour to attitudes and needs

4. consumers expect relevance and experiences

   1. behaviour is shaped by culture, identity and context

   2. brands become more purpose driven

   3. research done to uncover unmet needs, tensions, behaviours and future opportunities

methods of qualitative research

observation

• ethnography

interaction

• face to face

• online

• 1-1

• in home

• VR

• app life

• groups

• shop along

• AI moderated

• communities

methods of quantitative research

using System 1

• eye tracking

• IRT (implicit reaction times)

• metaphors

and system 2

• straightforward questions

• online survey (panel)

• face to face

• telephone

• social listening

asics 5 different motivations towards sports

• unlimited competitors

• passionate players

• social exercisers

• healthy relaxers

• skilled experts

ADHD app interface testing

Method: Agile community

Why?

• Broad exploration of the experience world of the target groups

• Understand information needs

• Easily test and optimize content

Specifications

• 30 respondents,

• Of which 5 duos (kids and parents and teenagers and parents, 10 young adults)

• Online community for 4 months, an iterative process

Results

• Lots of input for content and designs for the website that truly connects to the

target groups

increasing willingness to donate to charities

Method: Focus Groups

Why?

• Broad exploration of attitudes, drivers and barriers

• Use the creativity of the group dynamics to identify and build opportunity

areas

Specifications

• 6 respondents in each group

• 1 group in Amersfoort and 1 in Amsterdam

Interview techniques

• Relationship cards

relationship cards

Conclusions & recommendations for the charity case

• increase credibility by avoiding expensive marketing campaigns with BN’ers, as this is, in the consumers’ perception, money not well spent

• provide convenience and flexibility by offering different ways to donate (cash or digital, once or regular, offline, and online)