專業(yè)技能字典市場研究補遺

1、PAGEPAGE 11INTRODUCTIONThis addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills AppendixThe Market Research Skill Areas should be read and used in conjunction with the Marketing Skill Areas. The two sets of Skill Areas are shown together

2、(pages 2 and 3) with definitions for each Skill Area and a bullet point list of the Skill Sub Areas.Subsequent pages of this addendum provide more detail on each of the Market Research Skill Areas. Each page is headed with the Skill Area and its definition. The Skill Sub Areas are then listed along

3、with examples. These examples are illustrative; they do not cover all skills and are not meant to be limiting.PAGE 22Market Research Skills ?July 1999 MARKETING PROFESSIONAL SKILL AREASCONSUMER UNDERSTANDINGThe development of a compelling vision of consumers?existing and future needs. Th桔e acquisiti

4、on and development of a deep understanding of consumers, their behaviour and attitudes towards the brand, the category and the wider world. The achievement of a high level of competence in the interpretation and deployment of market research.Developing an Intimate Knowledge of Consumers Attitudes an

5、d BehavioursAssessing and Interpreting Market ResearchInitiating and Exploiting Fundamental Research on the CategoryDeveloping a Vision of the FutureBeing a Champion for the Consumer in the BusinessMARKET CATEGORY STRATEGY DEVELOPMENTThe use of consumer understanding, the competitive dynamics and bo

6、undaries of the market, and Unilevers strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth.Defining and Understanding the Market Category and SegmentsAnalysing Competitor IntelligenceCreating Long Term Strategies for each Market CategoryConstructing th

7、e Brand StrategyFormulating the Pricing StrategyBRAND EQUITY MANAGEMENTThe championship of a brand. The identification and definition of the purpose and personality of a brand that the consumer finds both distinctive and appealing. The development of new ideas that add value for the consumer togethe

8、r with the rigorous maintenance of the brand identity in all brand activities, to ensure the long term profitability of the Brand.Developing Brand Positioning Statement (BPS)Championing the BrandDefending and Developing Brand Identity and PositioningMonitoring and Managing the Performance of the Bra

9、ndLEADERSHIP OF BRAND INNOVATION The identification of gaps in consumer needs, translating into brand ideas and through Innovation Process Management (IPM) bringing them to fruition, jointly with other functional specialists.Finding and Anticipating the Consumer Need GapAppreciating Technological Po

10、ssibilities Aggregate Project PlanningGenerating and Evaluating Ideas (formulations and packaging)Launch Planning and Implementation BRAND COMMUNICATIONThe communication of the brand, its unique values and benefits to the consumer and the guardianship of the brand identity and brand values, applying

11、 the principles of UPGA and Good Advertising Practice (GAP).Developing a Communication PlanSearching for Innovative Brand CommunicationBriefing the AgencyWorking with the AgencyDeveloping and Judging the CommunicationTesting the CommunicationMEDIA MANAGEMENTThe presentation of the brand communicatio

12、n in the most relevant and cost effective way.Understanding how Consumers Assimilate MediaControlling the Media PlanEvaluating and Optimising Media SpendEncouraging Innovative Media ActivitiesManaging the Public Image of the BrandMARKETING OPERATIONSThe execution, with precision and speed, of all as

13、pects of the marketing plan.Generating a Brand Activity PlanDeveloping Consumer Focused PromotionsTactical Consumer Pricing and Marketing ActivitiesMaintaining, Implementing and Developing Marketing SupportSystemsProviding Consumer Advice and SupportCUSTOMER MANAGEMENT INTERACTIONIn conjunction with

14、 Customer Development to integrate trade and consumer needs in order to define and support brand sales strategies and build the customer value of the brands.Assessing Consequences of Retailing Developments on MarketingProviding Input to the Trade PropositionContributing to Category Management Partic

15、ipating in the Development of Customer or Channel Specific Marketing StrategiesLEVERAGING BEST MARKETING PRACTICE The benchmarking of global developments within relevant categories with an open mind. Encouraging adoption and ensuring rapid implementation of best practice.Identifying and Analysing Be

16、st PracticeDocumenting and Communicating Best PracticeSupporting ImplementationCreating Networks and LearningMARKETING PROFESSIONAL SKILL AREASSTRATEGIC LEVERAGE OF MARKET RESEARCHThe design and development of programmes of continuous and ad-hoc market research to deliver the consumer and market und

17、erstanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business.Determining Consumer and Market Understanding NeedsAssessing Trends and Developments Consumer and Market ResearchDefining Programme Objectives and Research MixManaging Interna

18、l and External Resources (Agencies)Integrating Consumer and Market UnderstandingEvaluating Market Research PerformanceAD-HOC MARKET RESEARCHThe selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs.Translating

19、Consumer Understanding NeedsAssessment and Selection of TechniquesApplying the TechniquesAnalysing the ResearchCommunicating and Using the ResultsCONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and inform Marketing and Customer Management d

20、ecisions and activities, based on comprehensive assessment of the sources of the data, the research techniques and analytical methods.Obtaining Optimum Data MixEnsuring Data AccuracyManaging AgenciesBuilding Data StructuresAnalysing Continuous Research DataInterpreting and AdvisingCONSUMER AND MARKE

21、T MODELLING AND FORECASTING The development and maintenance of models of the total market, brands and individual elements of the marketing mix that inform decision-making and enable forecasting to meet consumer needs and business growth.Determining the Modeling Requirements and LimitationsAssessing

22、and Selecting Modeling TechniquesManaging the Modeling ProcessFacilitating Trade and Category Management Supporting Decision Making and DevelopmentsMANAGEMENT OF MARKET RESEARCH PROJECTSThe efficient management of the technical, financial and human resources to meet the agreed marketing and business

23、 needs on time and within budget.Developing the Project Brief Agreeing the Research DesignManaging Project ExecutionAnalysing and Interpreting DataImplementing FindingsMARKET RESEARCH PROFESSIONAL SKILL AREAS1 STRATEGIC LEVERAGE OF MARKET RESEARCHThe design and development of programmes of continuou

24、s and ad-hoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business.Determining Consumer and Market Understanding NeedsAnalysing market category strategies and brand plans to d

25、etermine the consumer understanding needs of the target groupings; translating needs into market and consumer information requirements; recognising cross category needs; briefing suppliers/ agencies on business needs and information requirements; Assessing Trends and Developments Consumer and Market

26、 ResearchReviewing methods and measures used for effectiveness and potential abuses; investigating the nature and use of potential future data sources and measures and methods; identifying gaps in existing information; commissioning / developing methods to fill identified gaps; ensuring that action

27、is taken based on trends that have been identified;Defining Programme Objectives and Research MixTranslating consumer and market information needs into objectives for continuous or ad hoc research programmes; balancing the use of external market research and direct consumer contact with other releva

28、nt techniques; determining the mix of sources and levels of data to meet programme objectives; working with Unilever expert groups and key suppliers to provide suitable solutions; developing a programme of research for the year in terms of planned marketing activity and identified gaps in consumer u

29、nderstanding; Managing Internal and External Resources (Agencies)Assessing capabilities (structure, people, skills and competencies) against consumer understanding needs of the business; analysing gaps; taking corrective action; determining the type of agency relationship for each type of programme

30、(single source vs. multiple, tactical or strategic, etc.); developing strategic partnerships with key agencies ; identifying ways in which current and potential data can be exploited to gain competitive advantage; recommending appropriate budgets;Integrating Consumer and Marketing UnderstandingCreat

31、ing processes and procedures to integrate market and consumer research findings; ensuring consistent understanding is developed in all categories; creating supporting systems for expert analysis and non-expert access to consumer and market data; stimulating communication of consumer and market infor

32、mation throughout the business, including findings and insights from individual projects; building database of consumer and market understanding and insights; ensuring agencies build learning across projects;Evaluating Market Research PerformanceObtaining understanding and agreement on measures for

33、consumer and market understanding; tracking performance against measure within and across categories; evaluating agencies and key suppliers on service costs and expertise; reviewing project performance and value added to the business;MARKET RESEARCH PROFESSIONAL SKILL AREAS2AD-HOC MARKET RESEARCHThe

34、 selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs.Translating Consumer Understanding NeedsIdentifying gaps in understanding of the main determinants of consumer behaviour; assessing where qualitative resea

35、rch can be used to create understanding of why the consumers behave the way they do; translating brand objectives into specific targets on attitudes, awareness and attributes; exploring secondary data and using market analyses to identify broad trends and future developments; developing test and eva

36、luation schedules for each element of the mix for each stage in the Innovation Process;Assessment and Selection of TechniquesSupplementing regular U and A studies with advanced techniques; identifying and defining market and consumer indicators of underlying brand performance and health (e.g. image

37、ratings); establishing pre-tests of mix elements; selecting research techniques suited to mix element; assessing the use of competitive benchmarking, sensory analysis and preference mapping for products; identifying and assessing uses and abuses of qualitative research in the development and evaluat

38、ion of all elements of the marketing mix; applying Unilever MR Guidelines to all activities in the assessment and selection of techniques;Applying the TechniquesCommissioning/ conducting wide range of quantitative research to identify key demand drivers; implementing a portfolio of brand performance

39、 measures covering purchasing, brand image and operational performance; constructing stimulus material that elicits consumer participation and constructive input; applying the most appropriate technique to increase precision in the assessment of each element of the mix;Analysing the ResearchInvestig

40、ating links and trade-offs across adjacent product categories and/or countries; analysing brand health; investigating and synthesising existing consumer and market data to identify opportunities; investigating and analysing competitor innovations; using animatic research to select /approve advertisi

41、ng ideas; comparing test results with established best practice from other markets; constructing and using simulated test markets; interpreting and integrating the outputs from a range of qualitative techniques from simple groups to complex creativity sessions;Communicating and Using the ResultsExpo

42、sing early trends and communicating their implications for the category; communicating the results from brand health checks with recommendations on corrective actions; assessing and communicating results from packaging in-use tests; communicating insights into consumer motivation available from the

43、use of qualitative techniques and their limitations;MARKET RESEARCH PROFESSIONAL SKILL AREAS3CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and inform Marketing and Customer Management decisions and activities, based on comprehensive asses

44、sment of the sources of the data, the research techniques and analytical methods.Obtaining Optimum Data MixEnsuring the right mix of data sources are bought at competitive prices; recognising uses and limitations of data collection methods and measures available from retail audit data and retail sca

45、nning (coverage, pick-up and trendability); assessing data from consumer panels (purchase and consumption); investigating and piloting alternative and supplemental data sources and research methods (external data access, published data, ad brand tracking, etc.); building understanding of market stru

46、cture and dynamics; Ensuring Data AccuracyDetermining the accuracy required for the data application; performing detailed data reconciliations; rigorously assessing pick-up and coverage; validating data and ensuring data is correct; communicating any major limitations of the data to users; answering

47、 queries on the data accuracy; Managing AgenciesManaging our continuous suppliers; specifying and communicating requirements with agencies and other suppliers; establishing and maintaining partnership agreements with key suppliers; drafting and agreeing contracts; ensuring that suppliers provide acc

48、urate and timely data; conducting periodic review of supplier and agency performance; obtaining cost effective and timely responses to changes in data needs;Building Data StructuresDrafting data hierarchy specifications; conducting discussions with key stakeholders (Marketing, Customer Management, A

49、d Hoc Research, etc.) on Company data hierarchy; maintaining data in the correct hierarchies; mapping new products to data sectors; developing multiple hierarchies to reflect trade, consumer and company views of the market;Analysing Continuous Research Data Applying aggregate analyses (price relativ

50、ity, price relativity vs. brand share, sales per point of distribution, etc.); identifying and communicating factors that lie behind the analyses; identifying threats and opportunities; monitoring performance (brand, category, etc.) over time; appraising and using supporting software packages; perfo

51、rming dissaggregated analyses (demographics; penetration; weight of purchase; loyalty; duplication and switching ; loyalty/propensity; trial/repeat (Parfitt Collins) etc.); responding to requests for specific topic analyses;Interpreting and AdvisingAssessing levels of knowledge of different user gro

52、ups; identifying gaps and instituting corrective actions (training, coaching, use of software, etc.) encouraging users to challenge the data; ensuring that longer term / strategic use of the data is not compromised by short term tactical issues; facilitating access to the data, including direct user

53、 access; developing systems and processes to share uses of the data across the business;MARKET RESEARCH PROFESSIONAL SKILL AREAS4CONSUMER AND MARKET MODELLING AND FORECASTING The development and maintenance of models of the total market, brands and individual elements of the marketing mix that infor

54、m decision-making and enable forecasting to meet consumer needs and business growth.Determining the Modelling Requirements and LimitationsInterpreting/identifying how modelling can support category development, brand planning and innovation; investigating market and value drivers (price elasticities

55、, demand coefficients, discounted brand shares, profit curves); assessing value of modelling for brand communication development and media planning (weight, scheduling); translating business, category and customer management strategies into modelling requirements; investigating quantification of key

56、 elements (e.g. weather) for brand performance and sales forecasting; determining data and resource requirements; agreeing objectives for the model; .Assessing and Selecting Modelling TechniquesAppraising capabilities and characteristics of the major statistical modelling techniques (baselining, reg

57、ression, Box Jenkins, Baysian, Neural Nets etc.); investigating applicability of application specific models - e.g. advertising response modelling (eg: AGB Ad Assessor, Millward Brown Force Modelling, Caratrack etc); identifying appropriate complexity of model required; detailing assumptions, constr

58、aints and qualifications on the techniques and data (e.g. Nielsen Scanpro, AGB Brand Monitor); obtaining informal feedback - Unilever and other experiences; assessing performance against internal and external benchmark data; Managing the Modelling Process Evaluating capabilities and suitability of U

59、nilever/third party best practice modelling expertise; generating requirements brief (eg timing, expected outputs, type of problem); monitoring progress; establishing interim deliverables; applying 抯ystems thinking?to modelling problems (eg causal loop analysis); utilising simple modelling tools; pu

60、rsuing creative definition/development/application of models; incorporating appropriate cost data within modelling process (activ瑣癩ity based costing); communicating with/motivating and managing modelling experts; evaluating quality of output; determining when to conclude model development.Facilitati