Transcript ACNielsen BASES - Indiana University

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SCOOP Session Presentation
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©ACNielsen BASES
Presentation Agenda
Marketing Research Introduction
What Is BASES?
Introduction to the Job
©ACNielsen BASES
©ACNielsen BASES
Introduction to Marketing Research
• If Marketing is the “4 Ps”
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Price
Promotion
Place
Product
Then Marketing Research is the tool that
quantifies the “4 Ps”.
©ACNielsen BASES
Introduction to Marketing Research
• Marketing Research is the tool that helps you:
– Know your customers
• Who they are (demographics)
• What is important to them (psychographics)
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Know the best positioning (concept) for your product
Know your product
Know the “optimal” advertising/marketing plan
Know the price that optimizes sales and profit
Know the best distribution channels
Know who is buying your product (and who is not)
Know who is aware of your product (and who is not)
Know how many units of product you are selling
Etc…
Introduction to Marketing Research
• There are many different types of marketing
research firms
– Custom
• Burke, Walker
– Specialty
• BASES fits in here
– Corporate Internal Research Department
• P&G, SC Johnson, etc…
©ACNielsen BASES
Introduction to Marketing Research
• New Products vs. Established Products
Research Universe
for Consumer Goods
New Products
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Established
Introduction to Marketing Research
• The issues confronting new products can be
different from those for established products:
Possible Issues
New Products
Established Products
Is the concept good?
Is the product good?
Will sales meet minimum business
objective?
How has market share changed over time?
What is penetration relative to competition?
What marketing activities will give an “extra
boost” to sales?
How many consumers are aware of my product?
How Satisfied are consumers with my product?
Of course, there will be some overlap
©ACNielsen BASES
Introduction to Marketing Research
New Product Research
Idea
Generation
Concept
Creation
Concept
Refinement
Product
Development
Product
Refinement
Go/No Go
LAUNCH
Focus
Groups
FocusGroups/
Concept Screening
Concept
Testing
Blind
Testing
Simulated
Test Market
Test Market
LAUNCH
©ACNielsen BASES
Introduction to Marketing Research
Established Product Research
Units
Sold
Awareness
How is my
Achieved Commercial Doing?
What Promotions
work best?
When is it
time to Improve?
LAUNCH
--------------------------------------------Secondary Data------------------------------------------Sales
Awareness
Copy
Promotions
Restage
Tracking
Tracking
Testing
Research
Analysis
LAUNCH
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Introduction to Marketing Research
Top 20 Global Research Organizations
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VNU Inc.
IMS Health Inc.
The Kantar Group
TNS
Information Resources Inc. (IRI)
GfK Group
Ipsos Group SA
NFO WorldGroup Inc.
Westat Inc.
NOP World
Source: Marketing News August 18, 2003
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Synovate
Arbitron Inc.
Maritz Research
Video Research Ltd.
Opinion Research Corp.
JD Power & Associates
Harris Interactive Inc.
The NPD Group Inc.
INTAGE Inc.
Dentsu Research Inc.
Introduction to Marketing Research
Top 20 Global Research Organizations
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ACNielsen BASES
VNU Inc.
is part of VNU Inc.
IMS Health Inc.
The Kantar Group
TNS
Information Resources Inc. (IRI)
GfK Group
Ipsos Group SA
NFO WorldGroup Inc.
Westat Inc.
NOP World
Source: Marketing News August 18, 2003
©ACNielsen BASES
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Synovate
Arbitron Inc.
Maritz Research
Video Research Ltd.
Opinion Research Corp.
JD Power & Associates
Harris Interactive Inc.
The NPD Group Inc.
INTAGE Inc.
Dentsu Research Inc.
©ACNielsen BASES
• ACNielsen BASES, an operating unit of the
ACNielsen Corporation, is one of the
world’s foremost marketing research and
consulting firms.
• Founded in 1975
– Headquarters in Cincinnati, Ohio
– Regional offices in: Chicago, IL
Westport, CT
Parsippany, NJ
©ACNielsen BASES
is the worldwide leader in ...
• Simulated Test Marketing
• New Product Evaluation
©ACNielsen BASES
offers services which combine ...
• Consulting
• Data collection/reporting
• Proprietary market simulation models
©ACNielsen BASES
… has the nation’s leading clients
©ACNielsen BASES
… locates close to our clients
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... has grown internationally
Canada
Europe, Middle East and Africa
Toronto
Wavre, Belgium, Oxford, England
Paris, France, Hamburg, Germany, Milan, Italy
Asia Pacific
Corporate Office
Cincinnati, Ohio
Latin America
Buenos Aires, Argentina
Mexico City, Mexico
Sao Paulo, Brazil
©ACNielsen BASES
Hong Kong S.A.R, China
Sydney Australia
Bangkok, Thailand
... is the global leader
in the Market
Research
Industry
©ACNielsen BASES
BASES is the predominant Simulated Test Market
supplier with 80% market share in the U.S. and
65% market share globally.
ACNielsen
BASES
All Others
Domestically Combined
ACNielsen
BASES
Internationally
20%
BASES
80%
©ACNielsen BASES
BASES
65%
All Others
Combined
35%
…and we’re growing!
©ACNielsen BASES
©ACNielsen BASES
Working in Marketing Research
• There are typically two career paths:
Client Service
Project Direction
Analytical
Develop Questionnaires
Prepare Study for Fielding
Manage Field Production
Manage Data Tabulation
©ACNielsen BASES
Study Design
Analyze Data
Sales Forecasting
Report Writing
Presentation of Results

Our on-campus hiring focuses here
Working in Marketing Research
• The typical Analytical career path (first 10 years):
Vice President
©ACNielsen BASES
Account Director
~2-3 Years
Account Manager
~2 Years
Associate Manager
~2 Years
Senior Research
Analyst
~1-2 Years
Research Analyst
~1 Year
Working in Marketing Research
• Typical Education and Experience
Vice President
>10 Yrs. In Research & Management
Account Director
Extensive Research & Management
Experience (8-10 Yrs.)
Undergraduate Degree, 4-7 Yrs. Exp.
Account Manager
Associate Manager
Senior Research
Analyst
Research Analyst
©ACNielsen BASES
Undergraduate Degree, 2-4 Yrs. Exp.
Graduate Degree, 1-2 Yrs. Exp.
Undergraduate Degree, 1-2 Yrs. Exp.
Graduate Degree, No Exp.
Undergraduate Degree
Working in Marketing Research
• How time is spent at BASES
% Client Service
Time
% Analytical/Project
Management Time
Research
Analyst
©ACNielsen BASES
Senior
Research
Analyst
Associate
Manager
Account
Manager
Account
Director
Working in Marketing Research
• How time is spent at other companies
% Client Service Time
% Analytical/Project
Management Time
Research
Analyst
©ACNielsen BASES
Senior
Research
Analyst
Associate
Manager
Account
Manager
Account
Director
Working in Marketing Research
Research Analyst Profile
 Write Reports
 Run Database Comparisons
 Forecast Sales
 Work Closely With Manager
 Learning On The Job
©ACNielsen BASES
Working in Marketing Research
Senior Research Analyst Profile
 Write Proposals
 Run Database Comparisons
 Forecast Sales
 Write Reports
 Answer General Client Questions
 Work Closely With Manager
©ACNielsen BASES
Working in Marketing Research
Associate Manager Profile
 Write Proposals
 Design Studies
 Write Reports
 Forecast Sales
 Review Reports & Forecasts of Subordinates
 Answer Detailed Client Questions
 Make Presentations
 Work Fairly Independently
©ACNielsen BASES
Working in Marketing Research
Account Manager/Director Profile
 Write Proposals
 Design Studies
 Review Reports & Forecasts of Subordinates
 Forecast Sales
 Answer Detailed Client Questions
 Make Presentations
 Work Very Independently
 Manage An Account Group
©ACNielsen BASES
Working in Marketing Research
Marketing Research Analyst’s Profile
• ACNielsen BASES looks for Research
Analyst candidates with high quality:
 Oral/written skills
 Interpersonal skills
 Analytical/statistical skills
 Academic standing
©ACNielsen BASES
©ACNielsen BASES