某地产品牌调研项目报告.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * This chart was presented to us by one of our major clients. we have adapted it for this presentation. Research has gone beyond simply the provision of information, into providing insights - preferably insights which no other company has. This approach fits with Research International’s Marketing Knowledge approach of integrating and using our knowledge of different projects, clients, business issues, markets and all relevant experience to provide a stream of knowledge for clients. It is our definition of what we are trying to achieve for you through consumer understanding. So whilst basic factual information about the market place and the consumers remains an important part of what we deliver this is certainly not the only delivery. At the very least, we take this factual information and build on it to add our interpretation of consumer motivation. So for example, the fact that 80% of consumers have access to the internet (factual information) may mean that consumers’ needs related to shopping a particular category undergo some fundamental shifts. What these shifts may be, is clearly more interesting than the simple fact of penetration of internet usage. However, we take this further. We provide those ‘eureka moments’ when our clients say ‘of course that is what this means to me – why didn’t I think of that before?’. We actively seek out those gems of wisdom that have the potential to change the way you think about the way you market your brands completely. These are the true insights. Part of the Marketing Knowledge approach is to think of data as telling a set of stories. Instead of simply presenting studies in order of the questionnaire, we seek out these key stories in the data and then use data from several questions to support each story. This method of presentation far more interesting and entertaining, and leads to more ‘eureka’ moments. * * * * * *