pob stage 2 marketing seminar 6 post students
TRANSCRIPT
Seminar: Answering a research brief
Topic Number:6
Principles of Business: Stage 2 Marketing
Overview
In this seminar you have the opportunity to respond to a realinsight brief that was developed by a client. You will be given theopportunity to ask questions to your client on the brief to clarifyany points. Thereafter, you will be given time during the seminarfor investigation and to develop answers to each section.
You will be expected to come up with a coherent plan includingkey research output hypothesis and how you will go aboutconducting the research.
Your final task will be to present a fully comprehensive answeredbrief to your client for further consideration and sign-off. They willbe given the opportunity to ask questions and decide whetherthey would like to give you the piece of work.
3
• Be able to respond to a research brief
• Develop a strategic understanding of the key research issues of a client and develop a plan to overcome them
• Be able to recommend key research methods that will answer a specific brief
• Develop a key research hypothesis that will help to communicate potential outcomes of the research to a client
Learning outcomes of this seminar
Agenda for this seminar
Opportunity to clarify any issues with the brief
Provide recommendations on how the brief will be answered usingappropriate research methods
Get feedback from client on whether they will give you the job
Investigate the key aspects of the brief
Clarify any aspect of the
brief with your client
Market Research
Good questions outrank easy answers.
Judge a man by his questions rather then his
answers.
Paul Samuelson
Voltaire
Question: the company and product
Details about the product specification
How was the product developed?
Who are the key decision-makers?
Who will use the research & what for?
Question: The company context
Have they covered all the external influences?
Have they considered all potential competitors?
Has there been any
recent changes to
their activities?
Are they able to define the
target audience
more clearly?
Why the company wants to carry out the research?
Is it to validate a hypothesis?
Do they have a pre-determined outcome?
Is there anything else we should be aware
of?
Will they follow the research
recommendations?
Investigate the key
aspects of the brief
Killer questions to consider
What are the key
questions they are
looking to solve?
When do they need this done
by?
Who is the key target audience?
Where & how should
the research be undertaken
?
Provide
recommendations on
how the brief will be
answered using
appropriate research
methods
Reiterate the key questions and objectives
Consider the most appropriateresearch techniques
Interviews Focus Groups
Survey Field Research
Bear in mind a combination may be optimal
+
Get feedback from
client on whether they
will give you the job
Judging Criteria
Have they answered the specific questions in your brief?
Have they come up with a sound research methodology?
Do you think the research methods are appropriate?
Judging Criteria
Have they said they will deliver it in time and on budget?
Are there any significant limitations to the research?
Would you use them for the proposed research?
Appendix – Sources for illustrations
Slide 6:www.wikipedia.org
Slide 7:www.emeraldinsight.com
Slide 9:www.business901.com
Slide 13:www.livemint.com
Slide 14:www.glogster.com
Slide 15: www.totallyvidya.net
End of Seminar
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© Pearson College 2013