1. Types of Market Research
Competitive Research

2. Competitive Research
Used to determine who the competition is, and how they are competing
Competitive Market Analysis
Competitve Intelligence
Pricing Research
Cojoint (tradeoff) analysis

3. Competitve Market Analysis
Compare all products available within a particular category
Example: Cat food
competitors in overall market
moist vs. dry
designed for kitten, adult, or senior cats
packaging: cans, bags, plastic containers
resealable lids
premium vs. economy

4. Competitive Intelligence
Gather data on competition
Use
web
trade magazines
annual reports
corporate profiles
corporate espionage?

5. Pricing Research How much are consumers willing to pay?
How competitive is the market?
Is it profitable?
Effect of price on demand
Comparative Worth Analysis
measure value vs. competitors
price product accordingly

6. Cojoint Analysis A.K.A. Tradeoff Analysis
Determine individual product features that make up value equation
What features are most valued by customers?