Marketing Research (Marketing Management Research, Brand Management Research) Fieldworks (JAC-SCN-03)

At James Areh Cognisance® We help you stay on top of your Brand Health by instantly surfacing meaningful trends & continuously Collecting Insights from your Target Consumers.

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James Areh Cognisance® focus on Data Collections, meaning We engage Consumer Markets at the Ground Level to conduct research based on a specific question. Surveys, Interviews, Focus Groups, Observation, & other Data Collections Methods are some common methodologies used by us. We strictly focus on Gathering & Documenting Information.

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Our Marketing Research (Marketing Management Research, Brand Management Research) Fieldworks      

Marketing Research (Marketing Management Research, Brand Management Research) is the systematic Gathering, Recording, & Analysis of Qualitative & Quantitative Data about issues relating to Marketing Products & Services. The goal is to identify & assess how changing elements of the Marketing Mix impacts Customer Behavior.

• Market Research, Marketing Research (Marketing Management Research, Brand Management Research), & Marketing are a sequence of Business Activities; sometimes these are handled informally.

• The field of Marketing Research (Marketing Management Research, Brand Management Research) is much older than that of Market Research. Although both Marketing Research & Market Research involve Consumers, Marketing Research (Marketing Management Research, Brand Management Research) is concerned specifically about Marketing Processes, such as Advertising Effectiveness & Salesforce Effectiveness.

• On the other hand, Market Research is concerned specifically with Markets & Distribution. 

• Two explanations given for confusing Market Research with Marketing Research (Marketing Management Research, Brand Management Research) are the similarity of the terms.

• Also, it is to be noted that Market Research is a subset of Marketing Research (Marketing Management Research, Brand Management Research).

Our Marketing Research (Marketing Management Research, Brand Management Research) Techniques 1 

All these forms of Marketing Research (Marketing Management Research, Brand Management Research) can be classified as either:

• Problem-identification Research

• Problem-solving Research.

A similar distinction exists between Exploratory Research & Conclusive Research. Exploratory Research provides Insights into & comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution.

• Conclusive Research draws Conclusions: the results of the study can be generalized to the whole population.

• Exploratory Research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to Conclusive Research. Exploratory Research Information is collected by Focus Group Interviews, Reviewing Literature or Books, discussing with Experts, etc. This is Unstructured & Qualitative in nature. If a Secondary Source of Data is unable to serve the purpose, a Convenience Sample of small size can be collected.

• Conclusive Research is conducted to draw some Conclusion about the Problem. It is essentially, Structured & Quantitative Research, & the output of this research is the input to Management Information Systems (MIS).

• Exploratory Research is also conducted to simplify the findings of the Conclusive or Descriptive Research, if the findings are very hard to interpret for the Marketing Managers.

Marketing Research (Marketing Management Research, Brand Management Research) Techniques 2

Our Marketing Research (Marketing Management Research, Brand Management Research) Techniques come in many forms, including:

• Ad Tracking – periodic or continuous in-market research to monitor a brand's performance using measures such as brand awareness, brand preference, & product usage. (Young, 2005)

• Advertising Research – used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ad's ability to get attention (measured with Attention Tracking), communicate the message, build the brand's image, & motivate the consumer to purchase the product or service. (Young, 2005)

• Brand Awareness Research — the extent to which consumers can recall or recognize a brand name or product name.

• Brand Association Research — what do consumers associate with the brand?

• Brand Attribute Research — what are the key traits that describe the brand promise?

• Brand Name Testing – what do consumers feel about the names of the products?

• Buyer Decision Making Process— to determine what motivates people to buy & what decision-making process they use; over the last decade, Neuromarketing emerged from the convergence of neuroscience & marketing, aiming to understand consumer decision making process.

• Commercial Eye Tracking Research — examine advertisements, package designs, websites, etc. by analyzing visual behavior of the consumer.

• Concept Testing – to test the acceptance of a concept by target consumers.

• Coolhunting (also known as Trendspotting) – to make observations & predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture & lifestyle.

• Copy Testing – predicts in-market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, & communication, as well as breaking down the ad's flow of attention & flow of emotion. (Young, p 213).

• Customer Satisfaction Research – quantitative or qualitative studies that yields an understanding of a customer's satisfaction with a transaction.

• Demand Estimation — to determine the approximate level of demand for the product.

• Distribution Channel Audits — to assess distributors’ & retailers’ attitudes toward a product, brand, or company.

• Internet Strategic Intelligence — searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong opinion formers.

• Marketing Effectiveness & Analytics — Building models & measuring results to determine the effectiveness of individual marketing activities.

• Mystery Consumer or Mystery Shopping – An employee or representative of the Market Research Firm anonymously contacts a salesperson & indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.

• Positioning Research — how does the target market see the brand relative to competitors? – what does the brand stand for?

• Price Elasticity Testing — to determine how sensitive customers are to price changes.

• Sales Forecasting — to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.

• Segmentation Research – to determine the demographic, psychographic, cultural, & behavioral characteristics of potential buyers.

• Online Panel – a group of individuals who accepted to respond to Marketing Research (Marketing Management Research, Brand Management Research) online.

• Store Audit — to measure the sales of a product or product line at a statistically selected store sample to determine market share, or to determine whether a retail store provides adequate service.

• Test Marketing — a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market.

• Viral Marketing Research (Marketing Management Research, Brand Management Research) – refers to Marketing Research (Marketing Management Research, Brand Management Research) designed to estimate the probability that specific communications will be transmitted throughout an individual's Social Network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages & media.

As stated earlier, all these forms of Marketing Research (Marketing Management Research, Brand Management Research) as listed a over in bullet points can be classified as either problem-identification research or as problem-solving research.

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Our Service Terms & Conditions

Note:

It is worthy to note that the Context of the word “Consumer” as used by James Areh Cognisance® widely implies either: Value-Chains, Actors, Individuals, Corporates, Communities, Sellers, Buyers, Customers, Players, Consultants, Experts, Influencers, Suppliers, Purchasers, Distributors, Supply-Chain, Distribution-Chain, Marketers, Families, Stockists, Agencies, Government, Representatives, Markets, Sectors, Users, Industries, or Beneficiaries.

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Our Market Research, Market Surveys, Fieldworks & Data Collections Capabilities & Access are Wide Ranging.

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