Marketing Research 101 .Priming the Wisdom Pump
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[email protected] Marketing Research 101 101.1 Getting The Brief Priming the Wisdom Pump for MR Practitioners
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Transcript of Marketing Research 101 .Priming the Wisdom Pump
MarketingResearch 101
101.1 Getting The Brief
Priming the Wisdom Pump for MR Practitioners
General
Management Soft Skills
MR Soft Skills
MR Technical Skills
Priming the MR Wisdom Pump 101
Is designed around the need for MR ’soft skills’ development.
These are the skills which make for great MR and Insight Delivery when coupled with ‘technical’ skills.
Getting the Brief
Research
Questionnaire
Sampling
Analysis
Report
Delivery 101.1 Where we Are : 101.1
Why Research
Marketing Research raison d'être
Starting Point
?
“If you know the enemy and know yourself, you need not fear the result of a
hundred battles. If you know yourself but not the enemy,
for every victory gained you will also suffer a defeat.
If you know neither the enemy nor yourself, you will succumb in every battle.”
Sun Tzu , Art of WarMarketing Research raison d'être
Basically,
Is this enough ? Do we need to understand more?
Marketing Research raison d'être
Crystallize the Covert Brief
Priming the Wisdom Pump
Who is Researching ?
What is the Decision-making unit structure?
Decision-owner . Sponsor . Process-Owner . Purchaser…
What is the Decision-making Unit structure?
Pessimist Blind FaithWise
What is the Decision-making Unit structure?
ResearchBuyer
Why is she Researching ?
What motivates the research?
Knowledge.Insights. Ideas.Decision-Support. Decision. PMB.
What motivates the research?
(Protect My ****side!)
PoliticalStructuralHistorical
Resources & ConstraintsInternal & External
What is the Operating Environment?
Who is Researching ?
Why is she Researching ?What is the Context?
What is the Stated Brief ?
The RealBrief!
“Those who decipher
the covert brief
bridge the client’s
say-want gap!”
BriefResearch
QuestionnaireSampling Analysis
Report
Delivery
De
si g
n
101.1
101.2
101.3
101.6
101.5
101.4
101.7
