Tag Archives: Marketing Research Analysis

Turn Data into Decisions through this Simple Decision Making Grid

Who wants to drive corporate decision making through his data? I do. I want to drive organizations decisions in the light of insights.

In my career I have seen ‘numbers’ predicting future like Mad. And I have seen brand managers ignoring numbers like Maaaaaaaad too 🙂

So now that I am a client myself and have dealt with a lot of agencies, here is a simple Grid that I follow to drive key decisions internally.  Continue reading

6 easy ways to target the Muslim Market

Hello, welcome and Salam,Thanks for taking time out and stopping by at my blog. Today’s post is about the insight we as marketers are overlooking when we target Muslims. I have posted earlier on the same topic; you can find that post here

I will try to summarize below my conclusion about what insights are missing when we target Muslims.

  • Imagery Driven: I am not sure when marketers will realize Islam is beyond crescent, veils and prayer mats. (may be the end of the Mayan Calendar will be the beginning of that realization – pun intended)
  • Muslims are undoubtedly a big and juicy market USD 2 trillion, but there are not enough specialized advertising agencies, other than Ogilvy Noor, for this market segment when compared to other Niche segments like Hispanic Market.
  • Young: On an average, Muslims of the world are 27 years old. Your typical YPE, generation Y & generation x. Imagine their lives, facebook, multiculturalism, strong faith and tons of media bombardment trying to tell them that they are backward or fundamentalists. They clearly seek clarity what is stopping brands to offer them that?
  • Indonesia & Malaysia have done some interesting advancements in Islamic Branding front like introducing a Fashion brand etc. I crave to see more of that coming from rest of the world.
  • Muslims are travelling: I have a privilege to live in UAE (most of you know it as Dubai), everyone here travels at least once a year. And when we do, trust me it is hassle to find comfort from small to large things e.g. availability of water in washrooms, halal food, Ramadan timing breakfast etc. The market spent of Muslim Travellers is around USD 126 billion, tourism industry must try to capture it.
  • Less Judgmental: Aren’t we a bit too quick in drawing our conclusions when it comes to religious minority or majority? Here is an interesting article about that

Have a look at the presentation and slides, hope you will find them interesting.

Continue reading

3 Emerging Consumer Trends

Customer Trends helps us to shape ourselves according to consumers’ expectations, following are 3 trends which are affecting the consumer. It is now up to us to use them or ignore them.

Trend

Insight

Opportunity

The Aware Consumer

We are talking to consumer, who are well traveled, informed and aware about their rights.   They are becoming allergic to meaningless brand promises. And legislation and watchdogs are giving them new information about their choices  

They seek a genuine relationship with brands. Be Honest with them, try to be a partner to them in their journey of life.

Lonely but connected

Massive friends on FB but Living alone. Consumers are disconnecting from real life. And they know this.

 Help consumers’ to get back in touch with Real Life

Seeking a Meaning

Gen Y is more aware and hence are more conscious. Trend watching calls it Emereging Maturlism, you may call it a consumer who wants to make a positive impact

Offer consumers a chance to add a positive foot print, you will be pleasantly surprised

The key that sets good researchers a part from bad researchers is not the ability to compute. It is basically, the eye for an insight and the guts to inculcate that insight in to decisions. Best of luck to everyone out there who is trying to do that, sooner or later we will crack this code together.

Toolkit for Killer marketing research presentations

We all deliver presentations, sometimes good and sometimes not so good. We all sleep through presentations sometimes on purposes and sometimes unintentional. I have delivered several presentations in my career sometimes as key note speaker, sometimes as a communication planner and sometimes as a researcher. I think, I have some points that I can share with you about presentation Continue reading

6 Ways to Ensure Marketing Research project becomes a show-stopper

Marketing research documents are usually very insightful but rarely used (no offense). Sometimes, they are too detailed or too technical or delayed or something similar.In some cases, client agency relationship is also strained and in some cases internal research processes and budgets are reviewed. And in some cases, nothing happens which in my opinion is worse than even bad consequences. ( have a look at these presentation toolkit)

Following is the flow chart for MR projects which doesn’t end up only in shelves of Research Executives. I was discussing it with my colleagues and was laughing about it, in the given flow chart the success of MR project is only about 1%.

Success of MARCOM is not only meeting research objectives it is actually when a research project is so fiery that branding teams have no choice but to acts on the findings.

Flow Chart of When Marketing Research is more than a paper

Continue reading

How to evaluate a marketing research proposal for a public sector research project

We all know how to evaluate a marketing research firm for an FMCG project, white goods project or a consumer brand. But when it comes to marketing research project related to government/public sector projects the selection criteria changes and there is little written about it.

I think the following guide by ESOMAR on how to commission a marketing research project is quiet comprehensive. Plus this one on “How to hire a marketing research company” is also fairly practical. But in my opinion, the rules of the game change when a project for public sector is evaluated.

Here is the checklist of basic elements the marketing research or the consumer insight manager should look for

  • MR (Marketing Research) agency’s background (Liaison with ESOMAR, International Affiliations)
  • Comprehensiveness of Proposal
    • Understanding of the agency of your research objective. (HINT: look for areas where you can spot whether the agency is still treating your research objective as a private sector project or they understand that for you it is more about consumer and there is limited focus on competitive intelligence)
    • Sampling Methodology
    • Survey Instrument
    • Quality Controls
    • Analysis and reporting (Try and probe further here; maybe the agency is considering including variables raised by EFQM and/or other excellence related authorities. Maybe the agency is proposing to look further into your strategic plan so that they can align the results according to your performance reports. If yes, then this agency should be given a higher weightage as they are trying to display their understanding of public sector excellence models.) Continue reading

Social Media Statistics in United Arab Emirates

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Key questions this data raises:-

  1. Average ad-spend on social media per annum is AED 50,000 only. The question is, in a market where TV is extremely fragmented and print is very expensive what is stopping brands from exploring new media? Continue reading