Market Research in a Week - Judy Bartkowaik.
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EnglishVoice Age
Middle Aged (35-54)Accents
British (General) British (Received Pronunciation - RP, BBC)Transcript
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the market research brief. Number one Background research projects are often commandeered by every department in an organisation and, like a ship, have had to hand on the tiller. Your project can head off in any one of a number of different directions if you don't anger the project with a clear focus on what's triggered the decision to research in the first place, the trigger factor may have already become a little loss by the time you start writing the brief. So you may need to look back at the notes of the first meeting and speak again with the parties who initiated the project. What triggered the research and why does it need to be done now when commissioning market research from an agency, It is important to give the agency as much information as possible. It may be tempting to hold back on political issues, diverging corporate views and other continuous matters. But unless the agency is fully in the picture, they cannot do the best job for you. The agency should be working with you rather than for you as part of your marketing team. Background information should include company brand and product portfolio, corporate mission statement, brand or product history and past research findings that could relate to this project. Share of the market now and historically detailed information about your consumers and purchases. E g, what type of people they are and why they buy this product or service brand awareness. Spontaneous, unprompted brand personality. Channels of distribution, pricing structure, competitive brands.