And the Answers were actually Always There
The Marketing Director of a flagship brand was worried. Volumes of the brand in a key geography had been declining for several years & no one knew why. Her Team recommended fielding a research to understand what “exactly” was wrong but they were still grappling with the methodology. She wasn’t sure she wanted to invest in more research when they were already spending so many thousands each year to gather information. Why was the data that they already had unable to help them understand the situation?
She contacted Insights & More for a chat and we offered a solution to address the issues. We conducted a 360° Environment Review coupled with Competitor Scan and pulled together all their market reports on the brand – Equity Scans, Habits & Practices, Segmentation Studies, Ad Tracks, Shopper Behaviour studies, Retail Data and so on. We interviewed frontline staff who were a storehouse of tactical knowledge on the brand. They were a rich source of competitive data.
We also supplemented the findings with views of experts and complementary category learnings.
As a result, we were able to get at the core issues being faced by the brand in that market without spending an additional dollar on new research. The learnings were internalised by the team via an “Transformation Workshop”. This piece of work gave clear directions to the business team for future action.
Predicting Growth Strategy in an Emerging Market | Why is Market Research important but not enough?
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Why is Market Research important but not enough?
Very often, a large part of our brief is about establishing foundational understanding for a category in a country or countries. It could be Detergents in Philippines or Sanitary napkins in China or Milk powder in India and such like. In the process we look at historical market research data that exists with the “owners” of the consumer knowledge in order to come up with some pattern or algorithm on consumer choices with respect to the category or the country or both. However, we cannot stop at that....
And the Answers were actually Always There
The Marketing Director of a flagship brand was worried. Volumes of the brand in a key geography had been declining for several years & no one knew why. ...
Predicting Growth Strategy in an Emerging Market
Anna, the Marketing Director, was both elated and worried. Elated – because they were seeing double-digit growth...
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