See Tomorrow, TodayToday POOP Session Presentation to.

©ACNielsen BASES©ACNielsen BASES

See Tomorrow,See Tomorrow, See Tomorrow,See Tomorrow, TodayTodayTodayToday

POOP Session Presentation to


Marketing Research IntroductionMarketing Research Introduction

What Is BASES?What Is BASES?

Introduction to the JobIntroduction to the Job

Marketing Research IntroductionMarketing Research Introduction

What Is BASES?What Is BASES?

Introduction to the JobIntroduction to the Job

Presentation AgendaPresentation AgendaPresentation AgendaPresentation Agenda


Marketing Research

Marketing Research

Introduction

Introduction

Marketing Research

Marketing Research

Introduction

Introduction


• If Marketing is the “4 Ps”– Price– Promotion– Place– Product

Then Marketing Research is the tool that quantifies the “4 Ps”.

Introduction to Marketing ResearchIntroduction to Marketing Research


• Marketing Research is the tool that helps you:– Know your customers

• Who they are (demographics)• What is important to them (psychographics)

– Know the best positioning (concept) for your product– Know your product– Know the “optimal” advertising/marketing plan– Know the price that optimizes sales and profit– Know the best distribution channels– Know who is buying your product (and who is not)– Know who is aware of your product (and who is not)– Know how many units of product you are selling– Etc…



• There are many different types of marketing research firms– Custom

• Burke, Walker

– Specialty• BASES fits in here

– Corporate Internal Research Department• P&G, SC Johnson, etc…



• New Products vs. Established Products


Research Universefor Consumer Goods

New Products Established


• The issues confronting new products can be different from those for established products:


Possible Issues New Products Established Products

Is the concept good? How has market share changed over time?Is the product good? What is penetration relative to competition?

Will sales meet minimum businessobjective?

What marketing activities will give an “extraboost” to sales?

How many consumers are aware of my product?

How Satisfied are consumers with my product?

Of course, there will be some overlap



New Product Research

IdeaGeneration

ConceptCreation

ConceptRefinement

ProductDevelopment

ProductRefinement Go/No Go

LAUNCH

FocusGroups

FocusGroups/Concept Screening

ConceptTesting

BlindTesting

SimulatedTest Market Test Market

LAUNCH



Established Product Research

SalesTracking

AwarenessTracking

CopyTesting

PromotionsResearch

RestageAnalysis

--------------------------------------------Secondary Data-------------------------------------------

Units Sold

Awareness Achieved

How is my Commercial Doing?

What Promotions work best?

When is it time to Improve?

LAUNCH

LAUNCH



The 20 largest US Market Research Organizations• VNU Inc.• IMS Health Inc.• Information Resources Inc. (IRI)• The Kantar Group• Westat Inc.• Arbitron Inc.• NOP World US• NFO WorldGroup• Market Facts Inc.• Taylor Nelson Sofres USA

• Martiz Research• Ipsos• J.D. Power & Associates• Opinion Research Corp.• The NPD Group• Jupiter Media Metrix Inc.• Harris Interactive• Abt Associates Inc.• C&R Research Service Inc.• Wirthlin Worldwide

Source: Marketing News June 2002



The 20 largest US Market Research Organizations• VNU Inc.VNU Inc.• IMS Health Inc.• Information Resources Inc. (IRI)• The Kantar Group• Westat Inc.• Arbitron Inc.• NOP World US• NFO WorldGroup• Market Facts Inc.• Taylor Nelson Sofres USA

• Martiz Research• Ipsos• J.D. Power & Associates• Opinion Research Corp.• The NPD Group• Jupiter Media Metrix Inc.• Harris Interactive• Abt Associates Inc.• C&R Research Service Inc.• Wirthlin Worldwide

Source: Marketing News June 2002

ACNielsen BASES is part of VNU Inc.


What Is BASES?

What Is BASES?

What Is BASES?

What Is BASES?


• ACNielsen BASES, an operating unit of the ACNielsen Corporation, is one of the world’s foremost marketing research and consulting firms.

• Founded in 1975– Headquarters in Cincinnati, Ohio– Regional offices in: Chicago, IL

Westport, CTParsippany, NJ


is the worldwide leader in ...is the worldwide leader in ...

• Simulated Test Marketing

• New Product Evaluation


offers services which combine ...offers services which combine ...

• Consulting

• Data collection/reporting

• Proprietary market simulation models


… has the nation’s leading clientshas the nation’s leading clients … has the nation’s leading clientshas the nation’s leading clients


… locates close to our clients… locates close to our clients


...... has grown internationally...... has grown internationally

Europe, Middle East and AfricaEurope, Middle East and AfricaWavre, Belgium, Oxford, England

& Paris, France

Corporate OfficeCorporate OfficeCincinnati, Ohio

Latin AmericaLatin America Buenos Aires, Argentina

Mexico City, Mexico

Sao Paulo, Brazil

CanadaCanadaToronto

Asia PacificAsia PacificHong Kong S.A.R, China

Sydney Australia


in the Market in the Market Research Research Industry Industry

in the Market in the Market Research Research Industry Industry

...... is the global leader ...... is the global leader


BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and

65% market share globally.

BASES80%

All Others Combined

20%

BASES65%

All Others Combined

35%

ACNielsen ACNielsen BASES BASES

DomesticallyDomestically


DomesticallyDomestically


InternationallyInternationally


InternationallyInternationally


……and we’re growing!and we’re growing!……and we’re growing!and we’re growing!

In 2002, In 2002, our revenue our revenue

was was ~$100MM!~$100MM!


Working In

Working In

Market Research

Market ResearchWorking In

Working In

Market Research

Market Research


Working in Marketing ResearchWorking in Marketing Research

• There are typically two career paths:

Client Service Project Direction Analytical Develop Questionnaires Study Design

Prepare Study for Fielding Analyze DataManage Field Production Sales ForecastingManage Data Tabulation Report Writing

Presentation of Results

Our on-campus hiring focuses here



• The typical Analytical career path (first 10 years):

R e se arch A n a lyst

S e n io r R e se a rchA n a lyst

A ssoc ia te M a na g er

A ccou n t M a na g er

A cco u n t D ire c to r

V ice P re sid e n t

~1 Year

~2 Years

~1-2 Years

~2 Years

~2-3 Years



• Typical Education and Experience

R e se arch A n a lyst

S e n io r R e se a rchA n a lyst

A ssoc ia te M a na g er

A ccou n t M a na g er

A cco u n t D ire c to r

V ice P re sid e n t

Undergraduate Degree

Undergraduate Degree, 2-4 Yrs. Exp.Graduate Degree, 1-2 Yrs. Exp.

Undergraduate Degree, 1-2 Yrs. Exp.Graduate Degree, No Exp.

Undergraduate Degree, 4-7 Yrs. Exp.

Extensive Research & ManagementExperience (8-10 Yrs.)

>10 Yrs. In Research & Management



• How time is spent at BASES

ResearchAnalyst

SeniorResearchAnalyst

AssociateManager

AccountManager

AccountDirector

% Client ServiceTime

% Analytical/ProjectManagement Time



• How time is spent at other companies

ResearchAnalyst

SeniorResearchAnalyst

AssociateManager

AccountManager

AccountDirector

% Client Service Time

% Analytical/ProjectManagement Time


Write Reports Run Database Comparisons Forecast Sales Work Closely With Manager Learning On The Job

Research Analyst ProfileResearch Analyst ProfileWorking in Marketing ResearchWorking in Marketing Research


Write ProposalsRun Database ComparisonsForecast SalesWrite ReportsAnswer General Client QuestionsWork Closely With Manager

Senior Research Analyst Profile Senior Research Analyst Profile Working in Marketing ResearchWorking in Marketing Research


Associate Manager Profile Associate Manager Profile

Write ProposalsDesign StudiesWrite ReportsForecast SalesReview Reports & Forecasts of SubordinatesAnswer Detailed Client QuestionsMake PresentationsWork Fairly Independently



Account Manager/Director Profile Account Manager/Director ProfileWorking in Marketing ResearchWorking in Marketing Research

Write ProposalsDesign StudiesReview Reports & Forecasts of SubordinatesForecast SalesAnswer Detailed Client QuestionsMake PresentationsWork Very IndependentlyManage An Account Group



• ACNielsen BASES looks for Research Analyst candidates with high quality:Oral/written skillsInterpersonal skillsAnalytical/statistical skillsAcademic standing

Marketing Research Analyst’s Profile Marketing Research Analyst’s Profile


Questions?

Questions?

Questions?

Questions?

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