BRAND MANAGEMENT AND NEW PRODUCT DEVELOPMENT SECTION 7A Brand Management and the Firm Market Research - 1 ALAN L. WHITEBREAD

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BRAND MANAGEMENT AND NEW PRODUCT
DEVELOPMENTSECTION 7ABrand Management and the
Firm Market Research - 1 ALAN L.
WHITEBREAD
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McKinsey Company

• Breakthrough Thinking from Inside the Box, HBR,
  December, 2007, pp.71-78.
• Create new boxes to think inside
• Bound the range of acceptable ideas
• Tailor the questions accordingly
• Select participants capable of original insight
• 21 Great Questions for Developing New Products

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ELEMENTS OF A GOOD QUESTIONNAIRE

• Most are short, simple, and quick but some can
  be quite long
• Precise wording of questions and answers
• Avoids leading questions
• Does not ask unreasonable questions
• Does not alienate the respondent
• Sensitive topics ?
• Readily lends itself to statistical analysis

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THE QUESTION MUST BE VERY CAREFULLY WORDED AND
STRUCTURED! THE STRUCTURE OF THE ANSWER IS JUST
AS IMPORTANT AS THAT OF THE QUESTION!
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TYPES OF QUESTIONS
DICHOTOMOS QUESTION THE RESPONDENT MUST ANSWER
ONE OF JUST TWO CHOICES DO YOU THINK TIDE GET
CLOTHES CLEAN WITHOUT INJURING THE
FABRIC? YES NO YES CLEAN AND WITHOUT INJURY
TO THE FABRIC NO WHICH? CLEAN, INJURES,
CONFUSED, ?
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TYPES OF QUESTIONS
OPEN-END or COMPLETELY UNSTRUCTURED
QUESTION OBTAINS INFORMATION WITHOUT BIAS IT IS
LIKE AN ESSAY EXAM IT IS VERY HARD TO
ANALYZE FREE RESPONSE QUESTION ANSWERS ARE
LIMITED TO A WORD OR A PHRASE
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TYPES OF QUESTIONS
SENTENCE COMPLETION QUESTION THE ______ IS
OBTAINED BY DIVIDING ______ BY ______. GOOD
FOR ROTE MEMORY MEASUREMENT THE RISK IS THAT
IS ALL THEY MEASURE!
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TYPES OF QUESTIONS
MULTIPLE CHOICE QUESTION you must know
everything about an issue to properly write these
structured questions. VERY EASY ANSWER
SET ONE CORRECT ANSWER TO MEDIUM HARD ANSWER
SET SEVERAL ANSWERS ARE ONLY SLIGHTLY DIFFERENT
TO HARD ANSWER SET COMBINATION ANSWERS ONLY
SLIGHTLY DIFFERENT
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TYPES OF QUESTIONS
RANKING, RATING, and CONTINUUM QUESTIONS FORCE
A MORE PRECISE SCALE OF MEASUREMENT SCALE
DETERMINES TYPE OF STATISTICAL ANALYSIS PROBLEM
IS THE MEANING OF THE SCALE OF MEASUREMENT CHECK
QUESTIONS
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QUALITATIVE RESEARCH

• Words and images
• Soft data
• Exploratory in nature
• Understand unmet needs
• Heuristic analysis search for themes and deeper
  meanings

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PRODUCT LINE EXPLOSION

• Look at what happens with only a little changes
  to the previous slide.
• Brandstypessizescollarscolors
• 14824 256 varities
• 34826 1,152 varities

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CONTEXTUAL RESEARCH
CONTEXT -Activities -Environment -Interactions -O
ther products -People -Processes -Relationships
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CONTEXTUAL RESEARCHPRINCIPLES

• Empathy for understanding
• Rapport for true behavior and values
• Subjects lead the session and identify what is
  important
• Focus on what subjects do more than their
  opinions
• General patterns should emerge

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CONTEXTUAL RESEARCHTHE PROCESS
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QUALITATIVE TECHNIQUES

• INTERVIEW USERS
• FREE ASSOCIATION
• What does _________ mean to you?

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QUALITATIVE TECHNIQUES

• FOCUS GROUPS
• How do they work?
• PROJECTIVE TECHNIQUES
• Completion and interpretation tasks
• Comparison tasks
• To try and uncover true opinions and feelings
• Example Rorschach Test inkblot
  http//www.stupidstuff.org/main/rorschach.htm

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CONCEPT TESTINGWhat ideas should we pursue?

• Test as many ideas as possible
• Test before any feasibility analysis
• Do not mix innovative and very futuristic ideas
  in the same test set

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BRAND ATTRIBUTES AND BENEFITS
User imagery
Usage imagery
Product-related attributes
Brand personality
PRODUCT OR SERVICE
Symbolic benefits
Functional benefits
Experiential benefits
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TTU DELOITTE PROJECT, FALL 2008
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SCALES OF MEASUREMENT
 

• Ordinal scales are often used to evaluate
  consumer satisfaction. Likert scale
• How satisfied are you with PRODUCT X?
• Not satisfied
• Neither satisfied or dissatisfied
• Satisfied
• Very satisfied
• Extremely satisfied

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SCALES OF MEASUREMENT
 
INTERVAL
Equal distances between items (e.g. 3-24-3)
Calendar days Temperature
Interval scales are often used to rank
items. Which products do you prefer the most?
Assign 1 to the most preferred and 5 to the
least preferred product. PRODUCT A
PRODUCT B PRODUCT C PRODUCT D PRODUCT
E
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BRAND PERSONALITY

• IF PRODUCT __________ WAS YOUR FRIEND,
• HOW WOULD IT TALK TO YOU?
• Do this for the class project.

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THE BRAND PERSONALITY APPROACH
SUPPORTING THEME Personality
SUPPORTING THEME Brand-self congruence
BRAND PERSONALITY
SUPPORTING THEME Consumer self
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BRAND PERSONALITY
Brand Personality Central Theme
Ruggedness
Sophistication
Competence
Excitement
Sincerity

• Hallmark
• Coke

• Pepsi

• HP
• Wall Street Journal

• BMW
• Lexus
• Grey Poupon

• Nike
• Wells Fargo

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THE POWER OF PASSIONS

• The brand is what makes a product more than just
  a product it makes it unique.
• The brand goal is to be more than brand
  preference a passionate brand insistence!
• This is done through engagement and fulfilling
  self-concept and image to others.
• VIDEO I am Canadian

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CONNECTING WITH CONSUMERS

• B2C
• Needs and wants
• Emotions and self-actualization
• Hopes dream realizations
• Fears risk reduction, safety
• Familiarity and trust brand loyalty
• Understanding demographic trends

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CONNECTING WITH CONSUMERS

• B2B connections
• Performance and reward best solution
• Fears risk reduction, improve safety
• Familiarity and trust consistency ? brand
  loyalty
• Understanding trends

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BRAND MANAGEMENT AND NEW PRODUCT
DEVELOPMENTSECTION 7BBrand Management and the
Firm Market Research - 2 ALAN L.
WHITEBREAD
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QUANTITATIVE RESEARCH

• Numbers based
• Hard data
• More confirmatory in nature
• Optimize the appeal of new products
• Statistical analysis

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QUANTITATIVE TECHNIQUES

• ANALYSIS OF VARIANCE ANOVA
• Closely related to multiple regression
• Can examine multiple variables and their
  influence on some response including
  interactions.
• Analysis of - 1A, 2B, 1 A B, 1 2 A
  B, etc.
• CONJOINT ANALYSIS
• Many tools including variance and regression
  analysis
• Allows many variables and aspects to be analyzed
  simultaneously
• Human perceptions and preferences
• to single attributes and interactions such as
  price point, sales likelihood, and
  cannibalization
• CORRESPONDENCE MAPPING
• Graphically represent the relationship between
  brands or products and other variables such as
  psychographics, media, etc..
• Can be a preliminary step to cluster analysis,
  used in determining the most discriminatory
  psychographic statements

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QUANTITATIVE TECHNIQUES

• FACTOR ANALYSIS
• A data reduction technique to explain variability
  of factors
• Finds commonality in sets of variables
• Used to identify consumer lifestyle and
  personality types
• PRINCIPAL COMPONENT ANALYSIS PCA
• A type of factor analysis
• Used to identify
• the most independent variables
• and relative strength/position of a set of linear
  variables
• MULTIDIMENSIONAL SCALING
• Similar to factor analysis
• Human perceptions and preferences in relative
  perceptual space e.g. perceptual map