Transcript The Internship Experience The Art of Market Research

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The Internship Experience
The Art of Market Research
Business Development Center
Institutional & Market Research
Y&R Advertising
Brand Asset Consulting
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Gaining the Experience
Canvas Size (Time” X Knowledge”)
Y&R
10 Feb 2003
May 2003
EXPERIENCE
Hof
28 Sep 2002
6 Feb 2003
TIME
KNOWLEDGE
Experience is like an endless canvas
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Internship Presentation Overview
Priming the Canvas
What I Aimed For: To know the real I/O world, specifically
looking for cross-cultural experience, with no specific field
interest.
What I Received: A crash course in work behavior, and a
thorough introduction to the art of marketing research.
Hofstra
Y&R
Structure
Tools
Functional
Contained
External
Internal
Work
Knowledge
Task-focused Work Ethic
“Big Picture” The Field
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Structural Design of Y&R Adv.
One Technique
Managing Director
Client Mgmt/
Brand Strategy
Consumer
Knowledge
Business
Development
Database/
Survey
Associate
Directors
Associate
Directors
Associate
Directors
Associate
Directors
Brand
Analysts
Brand
Analysts
Brand
Analysts
Brand
Analysts
Interns
Interns
Interns
Interns
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My Y&R Group
Paul, Group Director
An Eye for Detail
Ying, Sr. Associate Director
Roberta, Associate Director
Ryan, Sr. Brand Analyst
Nicole, Br Analyst
Mubeena, Intern
Each group is a self-contained unit, with
all the supplies required to take care of
its own specific clients’ needs.
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Structural Design at Hofstra BDC
Another Technique
Stuart Rabinowitz, President
Patricia Adamski, Sr. VP
Planning & Administration
Each functional unit (like the
BDC) and its sub-units (like
Inst. & MR) has respective
discipline specialists
Stephanie Bushey, Dir, Inst. & MR
Elissa Sharp, Assoc. Dir, Inst. & MR
Anne Michiels, Asst. Dir, Inst. & MR
Steven Kachtan, Research Admin
Vita Greco, Intern
Mubeena Mohd, Intern
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Structural Design Logic
Color Scheme
Hofstra BDC
Y&R Adv.
Small Institution
Skill specialization
Less Resource
Duplication
Limited Orientation
Large Corporation
New Skill Opportunity
More Resource
Duplication
High Intra-Group,
Low Inter-Group
Communication National-Global Impact
More Interdependence
Internalization
Less Interdependence
Externalization
Tools are specific to
Y&R. They are used
with Excel and
PowerPoint.
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Tools at Y&R Adv.
The Palette
BAV Charting: A Computer program aiding the researcher
to graphically represent client requests and outcomes.
1. Select
Pop Database
 USA All Adults
Females 18-54
 Internet Users
All Males
2. Select
Brand Type
Medications
 Internet Companies
Telecommunications
Clothing
3. Select
Brand Name
Oxy 10
 Yahoo!
 Verizon
Levi’s
BAV Selection: Software aiding the researcher to create
and store population databases for specific client requests.
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Tools at Hofstra BDC
The Paintbrush
SPSS: Generates info on survey items using crosstab tables
1. Click Analyze
SCHOOL
Descriptive Statistics
Crosstabs
Bus
Com
2. Click ‘Fall Residence’ FALL RES
 Move to ‘Row’ box
On Cam
3. Click ‘School’
 Move to ‘Column’ box
Off Cam
4. Click Cells…
 Observed
 Expected
Hofstra BDC tools are used widely by
every major institution. Thus, I had no
formal organizational training in them.
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No need to enter data
manually. Just scan away!
Cardiff Scanner and Verifier
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Market Research at Hofstra BDC
Brush Strokes
New Student Orientation 2002 Survey
Participants: 962 admitted students looking to attend Hofstra in Fall 2002.
Methodology: Students were given survey after they moved out of housing.
The Survey: 20 questions, Q. 1-18 multiple choice, Q. 19-20 open-ended.
 Stats: Descriptives, crosstabs, multiple response analyses.
 Report: Intro, method, crosstab results tables, and written analysis.
Awaiting
feedback on my
written report
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Alumni Survey 2002
Participants: All graduates from Aug 2001, Dec 2001, and May 2002
Test: Impact of personalization and postcard contact as follows:
Cell 1 (Baseline):
Cell 4:
6-page stapled booklet
Generic letter
8-page booklet
Preliminary postcard
Cell 2:
Cell 5:
8-page booklet
Generic letter
8-page booklet
Generic letter
Postcard b/w 2 surveys
Cell 3:
Cell 6:
8-page booklet
Personalized letter
8-page booklet
Generic letter
Preliminary postcard
Postcard b/w 2 surveys
 Aggregation: Entering
survey info into Access
database, scanning and
verifying survey data
using Cardiff program.
My Prediction: Personalization
will lead to increased response
rates.
Market Research at Y&R Adv.
Painting on Canvas
100
100
Percentile Rank
80
60
40
Internet Company
20
100
0
80
Percentile Rank
80
D
60
R
E
K
40
20
Brand Strength
0
D
60
R
E
K
Medicinal Product
40
D = Differentiation
R = Relevance
E = Esteem
K = Knowledge
Assessing brand strength: an example
with the U.S. teenage
population
20
0
0
20
40
60
Brand Stature
The Art of Market Research
Base: All Teens, Global BAV Second Half 2002
80
100
Painting on Canvas
Comparing brands using
the Y&R BAV model: an
example with US teenagers
100
Percentile Rank
80
60
40
20
0
Differentiation
Relevance
Internet Company
Esteem
Medicinal Product
The Art of Market Research
Base: All Teens, Global BAV Second Half 2002
Knowledge
Painting on Canvas
100
Brand Strength
80
Medicinal Product
Internet Company
60
40
Comparing segments: an
example comparing teen
20
internet users and the general
teen population for two brands
All Teens
Internet Teen Users
0
0
20
40
60
80
100
Brand Stature
The Art of Market Research
Base: All Teens, Internet Teen Users, Global BAV Second Half 2002
Painting
on Canvas
Brand Imagery: Where the Internet
Company falls compared to the
Medicinal Product in terms of specific
brand attributes for teens
100
Percentile Rank
80
60
40
Internet Company
Sexy
Upper Class
Rugged
Unapproachable
Glamorous
Worth More
Distinctive
Carefree
Medicinal Product
The Art of Market Research
Base: All Teens, Global BAV Second Half 2002
Different
High Quality
Played Out
Trendy
Best Brand
Straightforward
Energetic
Reliable
Independent
Intelligent
Leader
Cares Customers
Innovative
Obliging
0
Helpful
20
100
80
60
40
20
0
Painting on Canvas
Up To Date
Healthy
Traditional
Gaining in Popularity
Fun
Leader
Friendly
High Performance
Independent
Distinctive
Glamorous
Rugged
Medicinal Product
is more…
Cool 2
Stylish
Kind
Carefree
Brands on
significantly
differing
Imagery
attributes
Energetic
Played Out
Authentic
Arrogant
Gaining in Popularity
Down To Earth
Upper Class
Up To Date
Cool 2
Worth More
Energetic
Carefree
Down To Earth
Distinctive
Worth More
Kind
Glamorous
Arrogant
Stylish
Rugged
Upper Class
Healthy
Traditional
Internet Company
Internet Company
is more…
Authentic
Leader
High Performance
Friendly
Played Out
Independent
Fun
-100
-80
Medicinal Product
The Art of Market Research
Base: All Teens, Global BAV Second Half 2002
-60
-40
-20
0
20
40
60
80
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The disadvantage associated with the world-wide use of one model
Art Classes
BAV Training Session: Systematic Approaches to the Study of
Interdependence of Culture and Personality (Waltraud Kassarjian)
“DOES THE GLOBAL BAV SURVEY TAKE INTO ACCOUNT
VARYING CULTURAL TEMPERAMENTS?”
Does culture teach us
how to perceive?
Temperament
Personality
Culture
Perception
What variance of the data
can be attributed to
personality and culture?
Are there cultures
within one nation?
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Market Research Work Logic
More Colors for the Scheme
Y&R Adv.
Hofstra BDC
Routine
Varied
Administrative Tasks
Descriptively-Focused
Analysis
Generally Informative
General Staff
Meetings
BAV-Related
Task-Specific
Multiple
Demands
More Interpretative
Analysis
Company Culture
Reflective
Ongoing Training
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Knowledge at Hofstra BDC
Technique Tutorial
Introduction to World of Work
Welcome to the jungle..
Organization Skills
Know where your documents are..
Corporate Communication
What to keep to yourself & being PC..
Theoretical Statistics and Survey Design
Don’t throw away your textbooks..
Taking along
valuable lessons
to my new
internship..
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Knowledge at Y&R Adv.
Technique Tutorial 2nd ed.
The field of Advertising
Market Research can be
exciting (once you get
past the tech training)
On-the-Job Training
Learning by doing..
Applying the BAV Model
What story does this picture tell..
The Psychology of Brands
“A rose called by any other name..”
Enhancing Computer Skills
Powerful PowerPoint, excel at Excel ..
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Great internship experience
in the art of Market Research
Increase in skill and
self-confidence
Better brush
strokes!!
Market Research: Using
numbers to paint pictures.