shaping your 2014 strategy - integrating market research - saurage

Copyright 2014 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.

Susan Saurage-Altenloh

May 2014

Shaping Your Strategy:

Integrating Market Research

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AAF North Central Indiana | 22 May 2014

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• Know [everything] about

customers and how they make

choices

• Convert any and every thing you

know into advertising strategies

that expand the business

• Leverage [all of] this knowledge

for stronger positioning, greater

share of wallet, enhanced

customer loyalty and a stronger

bottom line…in any economy

The strategic communication challenge…

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• Know [everything] about

customers and how they make

choices

• Convert any and every thing you

know into advertising strategies

that expand the business

• Leverage [all of] this knowledge

for stronger positioning, greater

share of wallet, enhanced

customer loyalty and a stronger

bottom line…in any economy

• …on a “reasonable” budget

The advertising communication challenge…

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Today's Growing Need for Marketing Information

• Rise of global marketing

• New emphasis on buyer's wants

• Fast paced growth in social media and consumer

engagement

• Trend toward non-price competition

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Market Research

• The systematic design, collection, analysis and reporting

of data and findings relevant to a specific marketing

situation facing a company

• (Companies typically budget marketing research at 1-2

% of sales)

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Reasons for Market Research Insights

• Identify market opportunities,

emerging trends, shifts, etc.

• Aid in preparing sales forecasts

• New product or service

development

• Estimate future demand for

product or service

• Measure effectiveness of ad or

marketing campaign

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Metrics for Successful Audience Engagement

• Revenue Metrics: Marketing’s aggregate impact on

company revenue

• Marketing Program Performance Metrics: The

incremental contribution of individual marketing

programs

• Customer Profitability: Lifetime value of an

incremental customer

• Web Analytics: Measures Web visibility to target

audiences against potential audiences, and compares

against industry and competitor benchmarks

• Advertising & PR: Measures impact of communications initiatives

• Product Performance: Comparatively measures the total sales and margins of

individual products

• Brand Preference and Health: Assesses brand preference in relation to preference

for competing brands

• Sales Tool Usage: Measures which product marketing materials are being used the

most

Marketo.com’s “Definitive Guide to Marketing Metrics”

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The Market Research Process

1. Define the challenge or issue and research objectives

2. Develop a research plan to gather data

3. Collect the data

4. Analyze the data

5. Present the findings

6. Decide strategy

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The Objectives

1. Define the challenge or issue and research objectives --

What do you want to know and why?

• Some research is exploratory -- shed light on what's

really going on and suggest some possible

solutions

• Some research is descriptive -- calculate or

measure numbers data

• Some research is causal -- tests a cause-and-effect

relationship

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The Research Plan

2. Develop a research plan to gather data

• Sources: secondary, primary or both kinds of data

• Approaches: observation, focus groups, surveys,

behavior and experiments

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Insights are gathered in many forms…

Quantitative

• Measurable, structured, projectable, expressed in numeric form

• Format: Statistics (metrics)

• It asks: How many? What caused it?

Qualitative

• Subjective, exploratory, open-ended, anecdotal

• Format: Metaphors, symbols, stories

• It asks: What? Why?

Competitive Intelligence

• Gathering, analyzing, and managing external information that

affects plans, decisions, operations

• Format: Interviews, info retrieval, market analytics, empirical data

• It asks: Status, history

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13 Image from ProvalisResearch.com ad in AAPOR 2013 conference guide

Text analytics

Content / sentiment analysis

Integrating data and images

Social media metrics

Neurosensory research

[SCARY EXPENSIVE NEW CONFUSING STUFF]

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Gather and Analyze

3. Collect the data

4. Analyze the data

5. Present the findings

6. Decide strategy

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Case 1 – Expanding Customer Base (B2B)

• Understand true customer – completely

• Identify selection influencers – situational, regulatory,

cultural

• Integrate all insights with internal stakeholder objectives

• Measure using established empirical data

Cable Management Solutions Company

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Case 2 – Responding to Changes in the Market (CPG)

• Industry data and scanning – significant consumption changes

• Define the product space – attributes, grocery shelf

• Reposition the brand – packaging, messaging, delivery strategy

• Measure impact of strategic actions taken

Beverage Manufacturer

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Case 3 – Renewing a Brand (retail)

• Understand true customer – completely

• Identify retail dynamics, brand churn, gaps

• Test concepts, strategies

• Gather empirical data – evaluate bottom line impact

• Implement ongoing linear measurement

Electronics/Home Furnishings Store Chain

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Case 4 – Encouraging Different Choices (program)

• Baseline behaviors of customers

• Identify triggers for change – emotions, hopes

• Implement programs that utilize / reflect triggers

• Gather empirical data on new program usage

• Measure customer recognition of program availability

• Regear programs

State Employee Benefits Program

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Case 5 – Defining Brand Equity (service)

• Understand the offering – completely

• Identify and profile promoters and detractors of the brand

(NPS)

• Build marketing strategy based on new insights

• Track changes in awareness and NPS against marketing

initiatives

Valve Service Network

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Consider…

• Internal (empirical) data – put it to work for you

• Understand your market – industry scanning

• Establish ways to proactively listen to customers

• Measure what is useful, effective, important, actionable

• Build cache of insights and knowledge

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Does your marketing measure up?

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About the Presenter

Susan Saurage-Altenloh specializes in designing research

strategies and producing results that meet clients' information

needs – completely and exactly. Susan has gathered

actionable data for a client list that includes nationally known

medical facilities, large manufacturers and refineries,

prominent financial institutions, municipal and national

governmental agencies, and advertising/ marketing firms.

The most notable ones – Tenet, Conoco, Cameron, the EPA,

HP/Compaq, Chicago Board of Trade, BP, Exxon, Dow,

Siemens Transmission Products and McDonald’s – include

several Fortune 500 companies.

Susan has authored several articles appearing in national and

regional business publications and regularly appears on

television as an expert in market information and research

trends. She is a graduate of the MBA program at University of

Texas at Austin and graduated Magna Cum Laude from

Houston Baptist University.

shaping your 2014 strategy - integrating market research - saurage

Marketing

bottom linein

customer loyalty

advertising

research plan

saurage research

decide strategy

research objectives

gather data