One of the most important aspects in designing a market research (MR) questionnaire is the sequence of the questions. Each question that you ask poses a potential danger to sensitize or condition the respondent, and thereby bias the respondent in the subsequent questions. One example is that asking a question like ‘Have you heard of Brand …
Continue reading Importance of question sequence in MR questionnaire design
India has about 600+ million mobile phone users with about 800+ million subscriptions (SIM Cards base). About, 60% of these users are in Urban India. Now, imagine converting all those mobile users to smartphone users. Thanks to its population, India is a huge market for smartphone manufacturers. In the coming 2 years, smartphone manufacturers look …
At any period of time, the consumer base of a brand is comprised of two sets of buyers: New Triers, and Repeat Purchasers. The terms are self-explanatory. To put it simply, Repeat Purchasers are consumers (or households) who repeated the purchase of the brand, and New Triers are consumers (or households) who bought the brand …
Continue reading Analysis of New Triers, Repeaters, and Lapsers of a Brand – ecommerce and fmcg
As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication: Command Attention (Clutter breaking) -> Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the …
Choice based Conjoint Choice based Conjoint (CBC) is a research technique based on the observation that consumers always choose products among a set of products in the marketplace, and a simulation of it is the closest to the real consumer behaviour. CBC is a technique wherein the respondent is shown a set of concepts (with …
Continue reading Choice based Conjoint (CBC) and Brand Price TradeOff (BPTO)
Significance Testing lies at the heart of all the inferences that we do from a sampling exercise. We always start with a ‘Null Hypothesis’ in the jargon. A test of significance is a test of that hypothesis. We analyse the data from the sample and try to estimate what would be the probability of getting …
AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data. AdStock helps to: Optimize your advertisement scheduling Used in marketing-mix modelling to come up with advertising ROIs, etc. Helps you decide when to be off-air and when to be …
Household penetration: What percentage of the households does your product or category reach? Solus Usership: How many households use only the particular brand and no other for a category? Core Users: Users contributing to 50% of the consumption of the brand/category Incidence of Purchase: Number of households who have bought atleast once in a given …
Continue reading What will household panels give you? IMRB/Nielsen
Before reading this article, just close your eyes zeroing your mind for a moment and recollect three television advertisements. Write down a few details of each of the television advertisements you could recollect. Of all the numerous advertisements I’ve watched, I could recollect only three advertisements: The old Nescafe advertisement The recent Flipkart’s advertisement of …
Continue reading Television Advertisements – Clutter breakthrough and Brand Relevance
Not many people would argue about the diversity of the culture in India. This is the country where the language and the taste of water changes every 100 km. The question is - how does this diversity affect the marketers to communicate their products? How does an advertiser look at this diversity? Is there a …
According to the latest Gartner reports in Apr 2011, the worldwide operating system(OS) market revenue is $30.4 billion by the end of 2010. The OS market is divided into two sub-segments: Client OS and Server OS. The Client OSes outperformed the Server OSes as the former grew 9.3 percent, and the latter grew 5.7 percent …
Continue reading Linux – fastest growing in the server operating system market
Cadbury India’s debut in the Rs. 12,000-crore biscuits market with Oreo has been beset with challenges from the start. In March, as the company readied for the launch of its global best-selling Oreo from the Kraft stable, rival Britannia Industries came up with an me-too product called Treat-O, another chocolate-flavoured sandwich cookie. Cadbury India retaliated …
Continue reading The Wall of Blue and The Oreo Togetherness Bus
In marketing, there are two fundamental principles called Attitude to Behaviour (A to B) and Behaviour to Attitude (B to A) marketing. In A to B marketing, you target and change the attitude of the consumer first, so that the change in the attitude may result in a desired change in the behaviour. For example, …
Positioning of a product is how do you intend the consumer to perceive your product. It is to understand where and for what do you want to stand in the consumer's mind. After segmenting a market and then targeting a consumer, next step will be to position a product within that market. It refers to …
The Nielsen Global Online Shopping Report looks at how consumers shop online: what they intend to buy, how they use various sites, the impact of social media and other factors that come into play when they are trying to decide how to spend their money. More than eight out of ten Indian online consumers plan …
In the 1970s, Dutch economist Peter H. van Westendorp introduced a simple method to assess consumers’ price perception. It is based on the premise that there is a range of prices bounded bya maximum that a consumer is prepared to spend and a minimum below which credibility is indoubt. The Price Sensitivity Meter (sometimes called …
The following blog is on the various statistical techniques applied in market research and is by B2B International. There are a number of various analytical techniques used in market research like: correlation analysis, regression analysis, factor analysis, cluster analysis, correspondence analysis (brand mapping), conjoint analysis, chaid analysis, discriminant/logistic regression analysis, multi dimensional scaling, structural equation …
Continue reading Analytics used in statistics for MR – B2B International
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