see tomorrow, todaytoday scoop session presentation to
TRANSCRIPT
©ACNielsen BASES©ACNielsen BASES
See Tomorrow,See Tomorrow, See Tomorrow,See Tomorrow, TodayTodayTodayToday
SCOOP Session Presentation to
©ACNielsen BASES©ACNielsen BASES
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
©ACNielsen BASES©ACNielsen BASES
Marketing Research
Marketing Research
Introduction
Introduction
Marketing Research
Marketing Research
Introduction
Introduction
©ACNielsen BASES©ACNielsen BASES
• 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
©ACNielsen BASES©ACNielsen BASES
• 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…
Introduction to Marketing ResearchIntroduction to Marketing Research
©ACNielsen BASES©ACNielsen BASES
• 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…
Introduction to Marketing ResearchIntroduction to Marketing Research
©ACNielsen BASES©ACNielsen BASES
• New Products vs. Established Products
Introduction to Marketing ResearchIntroduction to Marketing Research
Research Universefor Consumer Goods
New Products Established
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• The issues confronting new products can be different from those for established products:
Introduction to Marketing ResearchIntroduction to Marketing Research
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
©ACNielsen BASES©ACNielsen BASES
Introduction to Marketing ResearchIntroduction to Marketing Research
New Product Research
IdeaGeneration
ConceptCreation
ConceptRefinement
ProductDevelopment
ProductRefinement Go/No Go
LAUNCH
FocusGroups
FocusGroups/Concept Screening
ConceptTesting
BlindTesting
SimulatedTest Market Test Market
LAUNCH
©ACNielsen BASES©ACNielsen BASES
Introduction to Marketing ResearchIntroduction to Marketing Research
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
©ACNielsen BASES©ACNielsen BASES
Introduction to Marketing ResearchIntroduction to Marketing Research
Top 20 Global Research Organizations• VNU Inc.• IMS Health Inc.• The Kantar Group• TNS • Information Resources Inc. (IRI)• GfK Group• Ipsos Group SA• NFO WorldGroup Inc.• Westat Inc.• NOP World
• Synovate• Arbitron Inc.• Maritz Research• Video Research Ltd.• Opinion Research Corp.• JD Power & Associates• Harris Interactive Inc.• The NPD Group Inc.• INTAGE Inc.• Dentsu Research Inc.
Source: Marketing News August 18, 2003
©ACNielsen BASES©ACNielsen BASES
Introduction to Marketing ResearchIntroduction to Marketing Research
Top 20 Global Research OrganizationsACNielsen BASES is part of VNU Inc.
• VNU Inc.• IMS Health Inc.• The Kantar Group• TNS • Information Resources Inc. (IRI)• GfK Group• Ipsos Group SA• NFO WorldGroup Inc.• Westat Inc.• NOP World
• Synovate• Arbitron Inc.• Maritz Research• Video Research Ltd.• Opinion Research Corp.• JD Power & Associates• Harris Interactive Inc.• The NPD Group Inc.• INTAGE Inc.• Dentsu Research Inc.
Source: Marketing News August 18, 2003
©ACNielsen BASES©ACNielsen BASES
What Is BASES?
What Is BASES?
What Is BASES?
What Is BASES?
©ACNielsen BASES©ACNielsen 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
©ACNielsen BASES©ACNielsen BASES
is the worldwide leader in ...is the worldwide leader in ...
• Simulated Test Marketing
• New Product Evaluation
©ACNielsen BASES©ACNielsen BASES
offers services which combine ...offers services which combine ...
• Consulting
• Data collection/reporting
• Proprietary market simulation models
©ACNielsen BASES©ACNielsen BASES
… has the nation’s leading clientshas the nation’s leading clients … has the nation’s leading clientshas the nation’s leading clients
©ACNielsen BASES©ACNielsen BASES
… locates close to our clients… locates close to our clients
©ACNielsen BASES©ACNielsen BASES
...... has grown internationally...... has grown internationally
Europe, Middle East and AfricaEurope, Middle East and AfricaWavre, Belgium, Oxford, England
Paris, France, Hamburg, Germany, Milan, Italy
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
Bangkok, Thailand
©ACNielsen BASES©ACNielsen BASES
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
©ACNielsen BASES©ACNielsen BASES
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
ACNielsen ACNielsen BASES BASES
DomesticallyDomestically
ACNielsen ACNielsen BASES BASES
InternationallyInternationally
ACNielsen ACNielsen BASES BASES
InternationallyInternationally
©ACNielsen BASES©ACNielsen BASES
……and we’re growing!and we’re growing!……and we’re growing!and we’re growing!
©ACNielsen BASES©ACNielsen BASES
Working In
Working In
Market Research
Market ResearchWorking In
Working In
Market Research
Market Research
©ACNielsen BASES©ACNielsen BASES
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
©ACNielsen BASES©ACNielsen BASES
Working in Marketing ResearchWorking in Marketing Research
• 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
©ACNielsen BASES©ACNielsen BASES
Working in Marketing ResearchWorking in Marketing Research
• 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
©ACNielsen BASES©ACNielsen BASES
Working in Marketing ResearchWorking in Marketing Research
• How time is spent at BASES
ResearchAnalyst
SeniorResearchAnalyst
AssociateManager
AccountManager
AccountDirector
% Client ServiceTime
% Analytical/ProjectManagement Time
©ACNielsen BASES©ACNielsen BASES
Working in Marketing ResearchWorking in Marketing Research
• How time is spent at other companies
ResearchAnalyst
SeniorResearchAnalyst
AssociateManager
AccountManager
AccountDirector
% Client Service Time
% Analytical/ProjectManagement Time
©ACNielsen BASES©ACNielsen BASES
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
©ACNielsen BASES©ACNielsen BASES
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
©ACNielsen BASES©ACNielsen BASES
Associate Manager Profile Associate Manager Profile
Write ProposalsDesign StudiesWrite ReportsForecast SalesReview Reports & Forecasts of SubordinatesAnswer Detailed Client QuestionsMake PresentationsWork Fairly Independently
Working in Marketing ResearchWorking in Marketing Research
©ACNielsen BASES©ACNielsen BASES
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©ACNielsen BASES
Working in Marketing ResearchWorking in Marketing Research
• 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
©ACNielsen BASES©ACNielsen BASES
Questions?
Questions?
Questions?
Questions?