Market Research

Checklist

Market Research Checklist

Effective market research is the backbone to any successful project. There
are so many parts to a market research strategy, each as important as the
other. The more research you have to support your project, the stronger it
can become.
When building a comprehensive market research strategy - be sure youve
got all your boxes ticked, including:

1) Conduct a Brand Awareness Survey

- Decide between an aided awareness or a top-of-the-mind survey type

- Set research goals awareness, recall, loyalty, perception etc.
- Prepare survey media material
- Visual images
- Branding/logos
- Audio files
- Video files
- Define your consumer respondent profile
- Establish a method of evaluating awareness levels
- Design the survey questions
- Distribute the survey to the target population
- Monitor the live survey results
- Carefully analyse the data
- Create an insightful report
- Apply the findings to you marketing strategy

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Market Research Checklist

2) Research your Target Consumer Market
- Define the research objectives
- Choose the methodology: e.g. focus groups, panel survey, interviews
etc.
- Define the target population
- Set realistic sample-size targets
- Choose the question formats multiple choice, free text, ranking or
scale questions
- Draft the questions
- Build the survey
- Distribute to the target population
- Collect the results
- Carefully analyse the data
- Identify the insight by way of trends, patterns, noticeable preferences
etc.
- Create the reporting
- Relate results to research aims
- Compare findings with previous survey results if required
- Use results as basis for marketing strategy

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Market Research Checklist

3) Gauge the Strength of your Concept with Product Concept
Testing

- Define the concept test - evaluation/positioning research or product test

- Describe the target respondents
- Prepare the concept materials:
- Written descriptions
- Visual material
- Video content
- Prototype examples
- Choose the research format: focus groups, interview, general public
- Choose question type free text, multiple choice, like/dislike, ranking
system etc.
- Write the questions
- Design the survey
- Engage with the target population
- Collect the results
- Analyse the data
- Identify the strengths and weaknesses
- Compare results to test targets
- Build the report
- Use the results to develop further, or to support the product launch
strategy

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Market Research Checklist

4) Conduct Online Panel Research for Added Consumer Insight

- Define the target audience

- Establish the research goals
- Contact online panel survey provider
- Agree on the survey type
- Design the questionnaire
- Test the online version of the survey
- Deploy the survey
- Analyse the data - identify trends and patterns
- Compare results to research goals
- Collate data into a final report
- Compare results to current marketing strategy
- Adjust marketing strategy accordingly

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Market Research Checklist

5) Evaluate your Campaign with an Advertising Effectiveness
Survey
- Choose format of survey focus groups, interviews, experimental
environment, online quantitative etc.
- Format of research brand recognition, availability tracking, brand
association, attribute research, marketing effectiveness etc.
- Define the target population
- Prepare visual aids
- Design the questionnaire
- Conduct survey with respondents
- Collect the results
- Analyse the results
- Create reports
- Compare reports with campaign strategy and targets
- Identify areas of strength, weakness, improvement etc.

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Market Research Checklist

6) Measure the Success of your Event with an Event Feedback
Survey
- Set research goals participant experience, potential improvements,
problem identification etc.
- Choose survey type questionnaire, poll voting, ranking system
- Specify the distribution method
- Draft the questions
- Design the survey
- Distribute and project manage the survey
- Analyse the results
- Create the report
- Identify key points of interest
- Consider results in future planning

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