How do I plan market research

Market research - how do I do it?


1 Market research - how do I do it? Klaus S. Kastin, Munich Author of the book Market Research with Simple Means Medientage 2006 Spitta Verlag 1

2 Contents Brief overview Notes on the methods Target groups Application examples in the marketing mix Customer policy Product policy Competitive research Market research techniques for medium-sized companies Cooperative forms of market research Medientage 2006 Spitta Verlag 2

3 Brief overview Medientage 2006 Spitta Verlag 3

4 Why market research for operational practice at all? Entrepreneurial strategic management task Behavior in line with the market, timely adjustment to market changes Getting to know and understand customers and competitors better Correctly addressing your customers in communication Medientage 2006 Spitta Verlag 4

5 MAFO is an investment in the market and thus an investment for future business success MAFO is not a panacea and an alibi for inadequate management MAFO also has limits in application and cannot completely replace entrepreneurial instinct. MAFO makes decisions that are more well-founded but not risk-free Media days 2006 Spitta Verlag 5

6 Innovation Process in Marketing Design of Marketing Instruments Company Market Analysis Own Offer Target Groups Offer from Competitors Definition Phase Decision Framework Goals Environment Resources Media Days 2006 Spitta Verlag 6

7 Some MAFO principles that should be observed Quick and dirty is sometimes better than nothing. Topicality takes precedence over accuracy and method. Qualitative statements are often worth more than mere numbers. A picture or graphic says more than many numbers and shows relationships better Cross-evaluations enable target group-specific statements and offer initial approaches for segmentation Medientage 2006 Spitta Verlag 7

8 Market research can provide answers to these questions How large is the market volume / our market share for certain products, how strong is the growth? Are our products (still) up-to-date / in line with the market? How satisfied are our customers with our services? How well do we know our customers in the primary and secondary markets? How well do we know our competitors? How are our advertising and marketing measures received by the target groups? Media days 2006 Spitta Verlag 8

9 Notes on the methods Medientage 2006 Spitta Verlag 9

10 But how do I get this information - even with a limited budget? Secondary research Internet, literature Survey Primary research Observation Test Medientage 2006 Spitta Verlag 10

11 Which secondary sources are available to you? Official statistics Press releases from companies Publishers Credit agencies Address publishers Internet, databases Technical literature Unpublished material Banks Multi-client studies Associations and chambers Media days 2006 Spitta Verlag 11

12 In addition to personal and telephone surveys, written surveys are particularly important for operational practice. In addition to conventional (offline) surveys, written online surveys are more diverse than ever. Banner / Link Pop up window Visitors to the Medientage 2006 Spitta Verlag website 12

13 The questionnaire - an important basis for any market survey Information requests are transformed into questions that are understandable, adapted to the target group Design Structure: - Guideline / script - structured Fb Multiple choice, scales (bi-, unipolar) Answer categories: open questions / closed questions Question types: contact- , Filter, control, statistical question test run important Media days 2006 Spitta Verlag 13

14 How can you give answers to closed questions? Alternative question yes - no - don't know / no answer Multiple answers a); b); c) etc. Statements apply ... disagree agree ... disagree Scaling unipolar bipolar ranking 1 .; 2 .; Answer specifications with optical support (e.g. circle sizes, smilies) Medientage 2006 Spitta Verlag 14

15 Examples of observations as a Mafo instrument In customer contacts (dental depots; dentists) Use of products / services from competitors Advertising material from competitors available to customers Customer behavior (e.g. body language, reactions, arguments) Competitor behavior in the media and in marketing activities Who, what, where, when, how often, at trade fairs, exhibition stand, exhibits, presentation, frequency measurement of visitors Media days 2006 Spitta Verlag 15

16 target groups media days 2006 Spitta Verlag 16

17 Which populations are you dealing with? Dentists (established) approx dental practices approx. Of which individual practices approx (82%) group practices approx (18%) practice laboratories approx. 12th to commercial laboratories approx. 7th to depot branches approx

18 Why segment target groups at all? More targeted approach, targeted M-activities Adapted offer structure Better understanding of the customer's problems Different decision-making processes Targeted customer loyalty programs Only those who know the key can open the customer and offer the best possible service Medientage 2006 Spitta Verlag 18

19 Examples of target group segmentation in the dental sector Segmentation approaches by dentists Regional distribution, age groups; Community size classes Practice with laboratory / without laboratory / commercial laboratories Individual / group practice; Number of practicing dentists Number of treatment chairs in the practice Areas of specialization / areas of interest in the practice Percentage of private patients Number of notes Pioneers - Preservers Medientage 2006 Spitta Verlag 19

20 application examples in the marketing mix Medientage 2006 Spitta Verlag 20

21 How can Mafo help prepare customer loyalty campaigns? Information Structural data of the customer Customer satisfaction Strategic information Campaigns Media Days 2006 Spitta Verlag 21

22 How can the Mafo help with product policy? Based on the phases of the life cycle of products, there are primarily four areas of responsibility: Customer, competition, technology, economic efficiency, environment Designing product ranges Removing products from the market Providing new products and introducing them to the market Changing / improving existing products Medientage 2006 Spitta Verlag 22

23 The attractiveness of an industry is determined by five competitive forces (five forces) New providers (entry barriers) Suppliers (forward integration) Current competitors Customers (backward integration) Substituting materials, technologies Products Where can danger arise? Media days 2006 Spitta Verlag 23

24 Are there Mafo techniques that are particularly suitable for medium-sized companies - on their own -? Written surveys offline / online Pers. Surveys of pilot customers / experts Telephone surveys Internet / literature research Use of own employees (AD / Serv.) Use of temporary workers Joint investigations Internal workshops / exams These techniques are feasible and deliver results that can be quickly implemented. 2006 Media Days Spitta Verlag 24

25 Research together - march separately! Examples of joint forms of market research Company comparisons Horizontal cooperation Clearing house Work-sharing Mafo Association mafo Multi-client studies Vertical cooperation Mafo of publishers Suppliers Customers Medientage 2006 Spitta Verlag 25

26 Thank you for your attention Medientage 2006 Spitta Verlag 26