S
Make Your Market
Research Work for You!
AMADC – How-To Series: January 17, 2012
Jonathan Larsen
Managing Partner, Larnish & Associates Tom Quash, CAE
What Prompted us to Prepare
this Session?
S Two marketers from different sides of the table sharing their collective experience on what has/has not worked.
S Money spent on market research that is never used in the implementation process.
S Marketing plans and high-priced strategy that is hunch based vs. research based. Hunches are great but they are better when they have some level of research to back them up.
S The power of market research is HUGE… Tom has been converted from hunch to research based.
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What Will You Get Out of
this Presentation?
S A new appreciation for the value of market research. S A new way of looking at your market research.
S Tips on how to implement your research.
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The Break Up
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Lessons?
S What do you think are some of the most important lessons from this video?
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Additional Lessons
to be Learned…
S Listen to the customer S Don’t make assumptions
S Ask the customer what they want from you S Deliver by showing them you are listening S Continue to pay attention to their needs
S Evolve your brand and offerings in line with customer evolution
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Get to Know “Data”
The Top Performing Employee, You Never
Knew You Had.
S Reading and assessing market research is a way of thinking. S It’s inherent but can also be taught.
S This way of thinking can also be an exercise you conduct
regularly with your team. Don’t just read the surface of research, understand what “data” is telling you and make decisions
accordingly.
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The Art of Market Research
S The Pitch (Planning) – What is the Need? Which Communities
are you Measuring? Are all Stakeholders Involved in the Planning?
S The Hit (Execution) – Which Methodologies are Involved? Are
you Prepared to be Responsive Mid Stream, if Necessary?
S The Catch (Analysis) – Are You Identifying what Truly Lies in
the Results? Can you Challenge your Organization’s Assumptions?
S The Homerun! (Action) – You’ve got the Results; Now What?
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Household Brands Ignoring Data
and/or NOT Using it Effectively
S Not Too Big to Fail: Blockbuster, Netflix
S The Customer is Always Right: Bank of America, Verizon S Too Little, Too Late: Borders, Circuit City
S Big-Time Blunders: Coca-Cola
The Exception: Apple – they seem to be able to do whatever they want based on the notion of “we just create products that
people want.”
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Case Study - AWHONN
S 24,000 member non-profit S 58 staff
The Pitch: Brand perception analysis among members and prospects
Are we still on track? How can we improve?
The Hit: Focus groups, e-surveys, telephone and in-person interviews
What happens when interviews suggest we are alienating a potential new market? Are we ready to shift gears with the research?
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The Catch: Analysis
S Change the name of the organization?
S What were AWHONN’s strengths? Weaknesses? S Missteps?
S New Opportunities
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Homerun! Action!
S New logo and tagline
S New messaging with membership marketing S Brand consistency
S Solicitations to new audiences
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Modernization &
Communicating The Mission
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Case Study - WICT
S 9,000 members, non profit S 12-15 staff
S Mission focused on leadership development for women in the cable industry
S Companies supporting the association are competitive with one another; visibility is key
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Annual Industry Survey:
The PAR Initiative
S P = Pay equity
S A = Advancement opportunities
S R = Resources for work/life support
S Seven of the top nine Cable Operators participate
S Eighteen of the top 20 Cable Programmers participate
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Presentation of the Research
PAR executive report cover PAR report interior
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Best Companies Report &
PAR Newsletter Cover
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T
Final Thoughts
S Get an ROI from “Data.” Don’t just let him sit around collecting dust. S Research doesn’t have to be complicated to be effective. The most simple
survey can yield measurable results.
S Research is a fluid process: Takeaways or follow-up ideas may occur during
the earliest stages of the process.
S After the Analysis, it's time for Action: Ensure you do SOMETHING with
the results you've captured.
S Sustainability can’t occur without proper planning, knowing your market,
its trends, and future wants. Properly using research is the key to your future success!
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Questions?
Jonathan Larsen Managing Partner
Larnish & Associates, Inc. jlarsen@larnishassociates.com
Tom Quash, CAE
Vice President of Marketing AWHONN
