Markcom
MODULE 1: THE WORLD OF MARKET RESEARCH
1. What is ‘Market Research’?
you have 3 types of research, that different by their fundamental purpose and intention:
theoretical research
scientific research
applied research
Market research: consists of systematically gathering data about people or companies (a market)
and then analyzing it in order to better understand:
• what that group of people needs
• how they experience and evaluate certain products and services
• How they perceive the image of a company and its competitors
• What drives them to behave in a certain way
The results of market research used to help business owners make more informed decisions
about the company’s strategies, operations, and potential customer base. It helps a company to
better plan and focus its efforts and resources.
,2. The objectives of market research
Market reserch is applied when: a company or organization has a question and they want to know
the answer(s) to this question the answer will help them to perform better in their business
The need for market research always comes from a business need or business objective:
Business objective: is a goals that a company or organization wants to achieve
Ex: Proximus wants to improve the satisfaction of customers of the help desk
Research objective: describes what the research is trying to achieve or answer.
Ex: Proximus wants to understand what makes a customer feeling helped and satisfied when having
contacted the Proximus helpdesk
Research questions: are the subquestions that need to be answer to have a precise and contextual
answer to the research objective.
Ex: For what reasons do people contact the Proximus call center? What do expect from this call?
What makes them satisfied? What makes them dissatisfied?
, 3. How to answer research objectives?
How can research questions be answered:
1. Curation:
Annotation: the data get tags and comments so it can be organised by communalities and
differences
Interpretation: the organized data gets meaning by analysis, insights and conclusions
Presentation: the insights and conclusions are presented in a visible and easy to read way
What is the difference between desk research and curation?
Desk research just refers to the fact you search and find information from behind your desk,
without going into the field
Curation is the new term that refers to the organization and analysis of big data
Big data: refers to data with sizes that exceed the capacity of traditional usual software
Curation: is doing research on data that is already out there.
But! It is not a copy/paste… you have to analyse and interpret the information and data.
EX: Colruyt analyses the (online) offers and promotions of the competitors
METHOD:
Google’
Big data* - Internal data
Academic research
Trend watchers
User generated content
MODULE 1: THE WORLD OF MARKET RESEARCH
1. What is ‘Market Research’?
you have 3 types of research, that different by their fundamental purpose and intention:
theoretical research
scientific research
applied research
Market research: consists of systematically gathering data about people or companies (a market)
and then analyzing it in order to better understand:
• what that group of people needs
• how they experience and evaluate certain products and services
• How they perceive the image of a company and its competitors
• What drives them to behave in a certain way
The results of market research used to help business owners make more informed decisions
about the company’s strategies, operations, and potential customer base. It helps a company to
better plan and focus its efforts and resources.
,2. The objectives of market research
Market reserch is applied when: a company or organization has a question and they want to know
the answer(s) to this question the answer will help them to perform better in their business
The need for market research always comes from a business need or business objective:
Business objective: is a goals that a company or organization wants to achieve
Ex: Proximus wants to improve the satisfaction of customers of the help desk
Research objective: describes what the research is trying to achieve or answer.
Ex: Proximus wants to understand what makes a customer feeling helped and satisfied when having
contacted the Proximus helpdesk
Research questions: are the subquestions that need to be answer to have a precise and contextual
answer to the research objective.
Ex: For what reasons do people contact the Proximus call center? What do expect from this call?
What makes them satisfied? What makes them dissatisfied?
, 3. How to answer research objectives?
How can research questions be answered:
1. Curation:
Annotation: the data get tags and comments so it can be organised by communalities and
differences
Interpretation: the organized data gets meaning by analysis, insights and conclusions
Presentation: the insights and conclusions are presented in a visible and easy to read way
What is the difference between desk research and curation?
Desk research just refers to the fact you search and find information from behind your desk,
without going into the field
Curation is the new term that refers to the organization and analysis of big data
Big data: refers to data with sizes that exceed the capacity of traditional usual software
Curation: is doing research on data that is already out there.
But! It is not a copy/paste… you have to analyse and interpret the information and data.
EX: Colruyt analyses the (online) offers and promotions of the competitors
METHOD:
Google’
Big data* - Internal data
Academic research
Trend watchers
User generated content
