L

ateral

t

hinking &

m

arketing

r

esearch

Creation of a set of

alternatives

Where do we get

ideas

?

• R&D
• ????

What are the

problems

of

people in Lublin?

Marketing research methods:

• Primary Research

:  the collection of new

information by conducting market surveys,

telephonic interviews, questionnaires and focus

group interviews. This information is gathered

by directly contacting the customers.

credibility, relevance, respond to specific questions, the high cost

• Secondary Research

: involves processing

data that has already been collected by

previous researchers. It refers to consultation of

previous studies and findings such as reports,

press articles and previous market research

projects in order to come to a conclusion. 

unreliable, irrelevant, low cost

Basics

of primary research:

q

ualitative,

q

uantitative,

m

ixed

• Focus group
• In-depth interviews
• Analysis of Protocol

• Surveys

(remote, personal)

• Hall-test
• Home-test
• Mystery Shopping
• Retail panel

Q

ualitative research

We are answering the questions

how

and

why

?

•Qualitative studies are generally exploratory in nature

and involve small sample sizes. Unlike quantitative

research, questions are more loosely structured in order

to promote discussion. We often use qualitative research

to help our clients understand the reasoning behind

someone's decision to buy (or not buy) a particular

product or service. This research approach can also be

used to explore-or even to generate-new ideas for

products and services. These types of studies allow us to

ask probing questions to both identify the factors that

drive purchase behavior and to understand why the

factors are important.

Focus group

• obtain

preliminary information

on a topic of

interest (before the definition of the specific

objectives of market research);

• generation of

new ideas

(development of new

products / services, packaging, advertising, etc.);

• evaluation of new products

, advertising,

packaging, corporate image, etc.;

• study of

consumer needs

and motives of their

behavior

;

• study of

spoken vocabulary

of consumers and

the characteristics of their perception (to compile

profiles, development of the advertising text)

Key

success

factors of the

focus groups

• Correct (representational

/representative

sample

)

• A skilled

moderator

(must have

the skills to manage a group, as well
as general knowledge of psychology
and marketing)

• Good

topic guide

• Atmosphere

In-depth interviews

• Interview involves discussing the

most

personal topics

(personal finance, health);

• Interviews were conducted with representatives

of the

competing organizations

that do not

agree to discuss this topic in the group;

• In debated topic there are

strong social

norms

, and the opinion of the respondent may

affect response group (paying taxes, etc.);

• It is

impossible to bring together

all of the

respondents in one place at one time (the

respondents are small, separated from each

other and / or very busy).

Key

success

factors of in-depth

interviews

• Interviewer

skills of making contact with people, a good

memory, the ability to respond quickly to unusual

responses, patience.

• The quality of processing of obtained

information

After interview it’s audio and / or video record is

processing as a result . On the basis of these

texts and impressions of the interviewer prepared

an analytical report is completed

Protocol Analysis

• Protocol analysis as MR-method is

the

modeling the situation

of

decision-making (to purchase or

mot), during which the respondent

must describe in detail all the factors

that guided him/her in this decision.

Protocol Analysis

• decision-making

is distributed over

time

. In this case, the researcher collects

into one individual choices made at
different stages;

• decision making process

is very short

. In

this case, the method of analysis of the
protocol allows to slow down the speed of
decision making.

Q

uantitative research

We answer the questions of "

who"

and

"

how much.“

This type of research provides a quantified

information on

a limited number of

problems

, but form a

large number of

people

that we can use

statistical methods

to disseminate the results to all

consumers. Quantitative research is

helping to identify the main consumer

groups, to assess the market size and the

number of sales, etc.

S

urveys

• Way of dealing with the

respondent (remote, face-to-face)

• Type of respondents (persons,

legal entities, experts)

• Location of the survey (home,

outdoor, with a central location)

R

emote

S

urveys

F

ace-

t

o-

f

ace surveys

M

arketing-

M

ix: Hall-test

M

arketing-

M

ix: Home-

test

M

arketing-

M

ix: Audit

MM

-method allows you

• To determine the volume and

market share;

• To compare the different products

and different market participants;

• To identify vacant niches and

develop new products;

• To correct positioning of the

existing and develop new products
based positioning.

M

ystery

S

hopping/

V

irtual

C

ustomer

• Staff motivation: the monitoring of results of

Mystery Shopping Method help to calculate the

overall index of service quality indices and

individual employees that determine wages.

• Focus Training: Mystery Shopping results

allow to identify specific deficiencies in

customer service and training focused on

these areas.

• Evaluating the effectiveness of training:

results of monitoring can detect qualitative

changes in the behavior of the staff after the

training.

• Choose

the problem/problem

s

(5

min)

• Develop

a plan for conducting the

focus group (icebreaker, questions

(detailed, with the alternative of

choice), the organization of feedback)

(40 min)

• Conduct

the focus groups (identifying

S

ilent and

D

ominant) (40 min)

How do we usually

solve

the problems?

How

to get out of sample?

Let’s

think

differently

Problems

• I have too many appliances. I do not

have enough outlets

• People often stain clothing when

trying on it in the store

• The city has too much "traffic

jams", because there is only one
bridge across the river

Home

work

• Think about

some traditional

ways

to solve the problem

• Think about

some alternative

ways

to solve the problem

• Come up with ideas of

new projects