Transcript ACNielsen BASES - Indiana University Bloomington

See Tomorrow, Today.
SCOOP Session Presentation
to
Copyright © 2004 ACNielsen BASES
a VNU company
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Presentation Agenda
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
Copyright © 2004 ACNielsen BASES
a VNU company
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Marketing Research
Introduction
Copyright © 2004 ACNielsen BASES
a VNU company
Introduction to Marketing Research
If Marketing is the “4 Ps”
-
Price
Promotion
Place
Product
Then Marketing Research is the tool that
quantifies the “4 Ps”.
Copyright © 2004 ACNielsen BASES
a VNU company
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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)
-
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…
Copyright © 2004 ACNielsen BASES
a VNU company
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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…
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a VNU company
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Introduction to Marketing Research
New Products vs. Established Product
Research Universe
for Consumer Goods
New Products
Copyright © 2004 ACNielsen BASES
a VNU company
Established
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Introduction to Marketing Research
The issues confronting new products can be different
from those for established products:
Possible Problems
New Products
Established Products
Is the Concept Good?
Is the Product Good?
How has the market share changed over
time?
Will Sales Meet the Minimum
Objective?
What is the 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?
Overlap
Copyright © 2004 ACNielsen BASES
a VNU company
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Introduction to Marketing Research
New Product Research
Idea
Generation
Concept
Creation
Concept
Refinement
Product
Product
Development Refinement
Go/
No Go
LAUNCH
Focus
Focus Groups/
Group Concept Screening
Concept
Testing
Blind
Testing
Simulated
Test Market
Test
Market
LAUNCH
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a VNU company
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Introduction to Marketing Research
Established Product Research
Units
Sold
Awareness Consumers
How is my
What Promotions
Try and Repeat
Product
Achieved Commercial Doing?
work best?
When is it
time to Improve?
LAUNCH
Secondary Data
Sales
Tracking
Awareness
Tracking
Copy
Testing
Promotions
Research
Restage
Analysis
LAUNCH
Copyright © 2004 ACNielsen BASES
a VNU company
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Introduction to Marketing Research
Top 20 Global Research Organizations

VNU Inc.

Synovate

IMS Health Inc.

Arbitron Inc.

The Kantar Group

Maritz Research

TNS

Video Research Ltd.

Opinion Research Corp.

JD Power & Associates

Harris Interactive Inc.

The NPD Group Inc.

INTAGE Inc.

Dentsu Research Inc.

Information Resources Inc.
(IRI)

GfK Group

Ipsos Group SA

NFO WorldGroup Inc.

Westat Inc.

NOP World
Source: Marketing News August 18, 2003
Copyright © 2004 ACNielsen BASES
a VNU company
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Introduction to Marketing Research
Top 20 Global Research Organizations

VNU Inc.

IMS Health Inc.



BASES is part of VNU, the
largest marketing research
organization globally.

Synovate

Arbitron Inc.
The Kantar Group

Maritz Research
TNS

Video Research Ltd.

Opinion Research Corp.

JD Power & Associates

Harris Interactive Inc.

The NPD Group Inc.

INTAGE Inc.

Dentsu Research Inc.
Information Resources Inc.
(IRI)

GfK Group

Ipsos Group SA

NFO WorldGroup Inc.

Westat Inc.

NOP World
Source: Marketing News August 18, 2003
Copyright © 2004 ACNielsen BASES
a VNU company
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What is BASES?
Copyright © 2004 ACNielsen BASES
a VNU company
• Founded in 1975
• BASES, an operating unit of the VNU Corporation, is one
of the world’s foremost marketing research and
consulting firms.
• Headquarters in Cincinnati, Ohio
• Other Regional offices in:
Chicago, IL
Westport, CT
Parsippany, NJ
Copyright © 2004 ACNielsen BASES
a VNU company
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is the worldwide leader in ...

Simulated Test Marketing

New Product Evaluation
Copyright © 2004 ACNielsen BASES
a VNU company
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offers services which combine ...

Consulting

Data collection/reporting

Proprietary market simulation models
Copyright © 2004 ACNielsen BASES
a VNU company
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… has the nation’s leading clients
Copyright © 2004 ACNielsen BASES
a VNU company
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… locates close to our clients
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a VNU company
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... is growing internationally
Europe, Middle East and Africa
Brussels, Belgium, Oxford, England
Paris, France, Hamburg, Germany, Milan, Italy
Canada
Toronto
Asia Pacific
Hong Kong S.A.R, China
Corporate Office
Cincinnati, Ohio
Sydney, Australia
Bangkok, Thailand
Tokyo, Japan
Latin America
Buenos Aires, Argentina
Mexico City, Mexico
Sao Paulo, Brazil
Copyright © 2004 ACNielsen BASES
a VNU company
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... is the global leader
in the Market
Research
Industry
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a VNU company
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BASES is the predominant Simulated Test Market supplier
with 80% market share in the U.S. and 65% market share
globally.
ACNielsen
BASES
Domestically
All Others
Combined
20%
BASES
80%
ACNielsen
BASES
Internationally
All Others
Combined
35%
BASES
65%
Copyright © 2004 ACNielsen BASES
a VNU company
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…and we’re growing!
Revenue in Millions
140
120
100
80
60
40
20
0
1997
1998
1999
2000
2001
Copyright © 2004 ACNielsen BASES
a VNU company
2002
2003
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Working in
Marketing Research
Copyright © 2004 ACNielsen BASES
a VNU company
Working in Marketing Research
There are typically two career paths:
Client Service
Project Direction
Analytical
Questionnaire Development
Study Design
Study Preparation for Field
Analysis of Data
Field Production Management
Sales Forecasting
Data Tabulation Management
Report Writing
Presentation of Results
Consulting the Client
Focus during Recruitment
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
The typical Analytical career path (first 10 years):
Vice President
Account Director
~2-3 Years
Account Manager
~2 Years
Associate Manager
~2 Years
Senior Research
Analyst
Research Analyst
Copyright © 2004 ACNielsen BASES
a VNU company
~1-2 Years
~1 Year
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Working in Marketing Research
Typical Education and Experience
Vice President
>10 Yrs. In Research & Management
Account Director
Extensive Research & Management
Experience (8-10 Yrs.)
Account Manager
Undergraduate Degree, 4-7 Yrs. Exp.
Associate Manager
Undergraduate Degree, 2-4 Yrs. Exp.
Graduate Degree, 1-2 Yrs. Exp.
Senior Research
Analyst
Undergraduate Degree, 1-2 Yrs. Exp.
Graduate Degree, No Exp.
Research Analyst
Undergraduate Degree
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
How time is spent at BASES
% Client Service
Time
% Analytical/Project
Management Time
Research
Analyst
Entry
Senior
Research
Analyst
Associate
Manager
Account
Account
Manager
Director
Experienced
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
How time is spent at other companies
% Client Service
Time
% Analytical/Project
Management Time
Research
Analyst
Entry
Senior
Research
Analyst
Associate
Manager
Account
Account
Director
Manager
Experienced
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
Research Analyst Profile
•
•
•
•
•
•
Write Reports/Presentations
Run Analyses
Run Database Comparisons
Forecast Sales
Work Closely With Manager
Learning On The Job
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
Senior Research Analyst Profile
• Write Proposals
• Run Analyses
• Run Database Comparisons
• Forecast Sales
• Write Reports/Presentations
• Answer General Client Questions
• Work Closely With Manager
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
Associate Manager Profile
• Write Proposals
• Design Studies
• Write Reports/Presentations
• Forecast Sales
• Review Reports & Forecasts of Subordinates
• Answer Detailed Client Questions
• Make Presentations
• Work Fairly Independently
Copyright © 2004 ACNielsen BASES
a VNU company
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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
Copyright © 2004 ACNielsen BASES
a VNU company
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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
Copyright © 2004 ACNielsen BASES
a VNU company
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Working in Marketing Research
Why choose BASES?
Our success is a result of the company’s culture
and values:
• Client focused
• Integrity and honesty
• Commitment to learning and R&D
• Always doing what is right:
- For our clients
- For our employees
- For our community
Copyright © 2004 ACNielsen BASES
a VNU company
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Questions?
Copyright © 2004 ACNielsen BASES
a VNU company
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