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1 Copyright © 2004 ACNielsen BASES a VNU company SCOOP Session Presentation to See Tomorrow, Today.

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Presentation on theme: "1 Copyright © 2004 ACNielsen BASES a VNU company SCOOP Session Presentation to See Tomorrow, Today."— Presentation transcript:

1 1 Copyright © 2004 ACNielsen BASES a VNU company SCOOP Session Presentation to See Tomorrow, Today.

2 2 Copyright © 2004 ACNielsen BASES a VNU company Marketing Research Introduction Marketing Research Introduction What Is BASES? What Is BASES? Introduction to the Job Introduction to the Job Presentation Agenda

3 Copyright © 2004 ACNielsen BASES a VNU company Marketing Research Introduction

4 4 Copyright © 2004 ACNielsen BASES a VNU company If Marketing is the “4 Ps” -Price -Promotion -Place -Product Then Marketing Research is the tool that quantifies the “4 Ps”. Introduction to Marketing Research

5 5 Copyright © 2004 ACNielsen BASES a VNU company Marketing Research is the tool that helps you: -Know your customers Who they are (demographics) What is important to them (psychographics) -Know the best positioning (concept) for your product -Know your product -Know the “optimal” advertising/marketing plan -Know the price that optimizes sales and profit -Know the best distribution channels -Know who is buying your product (and who is not) -Know who is aware of your product (and who is not) -Know how many units of product you are selling -Etc… Introduction to Marketing Research

6 6 Copyright © 2004 ACNielsen BASES a VNU company There are many different types of marketing research firms -Custom Burke, Walker -Specialty BASES fits in here -Corporate Internal Research Department P&G, SC Johnson, etc… Introduction to Marketing Research

7 7 Copyright © 2004 ACNielsen BASES a VNU company New Products vs. Established Product Introduction to Marketing Research Research Universe for Consumer Goods New Products Established

8 8 Copyright © 2004 ACNielsen BASES a VNU company The issues confronting new products can be different from those for established products: Introduction to Marketing Research Possible Problems New ProductsEstablished Products Is the Concept Good? Is the Product Good? Will Sales Meet the Minimum Objective? How has the market share changed over time? What is the penetration relative to competition? What marketing activities will give an “extra boost” to sales? How many consumers are aware of my product? How satisfied are consumers with my product? Overlap

9 9 Copyright © 2004 ACNielsen BASES a VNU company Introduction to Marketing Research New Product Research LAUNCH Idea Generation Concept Creation Concept Refinement Product Development Product Refinement Go/ No Go Focus Group Focus Groups/ Concept Screening Concept Testing Blind Testing Simulated Test Market Test Market

10 10 Copyright © 2004 ACNielsen BASES a VNU company Introduction to Marketing Research Established Product Research LAUNCH Consumers Try and Repeat Product Sales Tracking Awareness Tracking Copy Testing Promotions Research Restage Analysis Secondary Data

11 11 Copyright © 2004 ACNielsen BASES a VNU company Introduction to Marketing Research VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003 Top 20 Global Research Organizations

12 12 Copyright © 2004 ACNielsen BASES a VNU company Introduction to Marketing Research Top 20 Global Research Organizations VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003 BASES is part of VNU, the largest marketing research organization globally.

13 Copyright © 2004 ACNielsen BASES a VNU company What is BASES?

14 14 Copyright © 2004 ACNielsen BASES a VNU company Founded in 1975 BASES, an operating unit of the VNU Corporation, is one of the world’s foremost marketing research and consulting firms. Headquarters in Cincinnati, Ohio Other Regional offices in: Chicago, IL Westport, CT Parsippany, NJ

15 15 Copyright © 2004 ACNielsen BASES a VNU company is the worldwide leader in... Simulated Test Marketing New Product Evaluation

16 16 Copyright © 2004 ACNielsen BASES a VNU company offers services which combine... Consulting Data collection/reporting Proprietary market simulation models

17 17 Copyright © 2004 ACNielsen BASES a VNU company has the nation’s leading clients … has the nation’s leading clients

18 18 Copyright © 2004 ACNielsen BASES a VNU company … locates close to our clients

19 19 Copyright © 2004 ACNielsen BASES a VNU company... is growing internationally Europe, Middle East and Africa Europe, Middle East and Africa Brussels, Belgium, Oxford, England Paris, France, Hamburg, Germany, Milan, Italy Corporate Office Cincinnati, Ohio Latin America Buenos Aires, Argentina Mexico City, Mexico Sao Paulo, Brazil Canada Canada Toronto Asia Pacific Hong Kong S.A.R, China Sydney, Australia Bangkok, Thailand Tokyo, Japan

20 20 Copyright © 2004 ACNielsen BASES a VNU company in the Market Research Industry...... is the global leader

21 21 Copyright © 2004 ACNielsen BASES a VNU company BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share globally. ACNielsen BASES Domestically ACNielsen BASES Internationally

22 22 Copyright © 2004 ACNielsen BASES a VNU company …and we’re growing!

23 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research

24 24 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research There are typically two career paths: Client Service Project DirectionAnalytical Study Design Analysis of Data Sales Forecasting Report Writing Presentation of Results Consulting the Client Questionnaire Development Study Preparation for Field Field Production Management Data Tabulation Management Focus during Recruitment

25 25 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research The typical Analytical career path (first 10 years): ~1 Year ~2 Years ~1-2 Years ~2 Years ~2-3 Years Research Analyst Senior Research Analyst Associate Manager Account Manager Account Director Vice President

26 26 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research Typical Education and Experience Undergraduate Degree Undergraduate Degree, 2-4 Yrs. Exp. Graduate Degree, 1-2 Yrs. Exp. Undergraduate Degree, 1-2 Yrs. Exp. Graduate Degree, No Exp. Undergraduate Degree, 4-7 Yrs. Exp. Extensive Research & Management Experience (8-10 Yrs.) >10 Yrs. In Research & Management Research Analyst Senior Research Analyst Associate Manager Account Manager Account Director Vice President

27 27 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research How time is spent at BASES EntryExperienced

28 28 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research How time is spent at other companies EntryExperienced

29 29 Copyright © 2004 ACNielsen BASES a VNU company Write Reports/Presentations Run Analyses Run Database Comparisons Forecast Sales Work Closely With Manager Learning On The Job Research Analyst Profile Working in Marketing Research

30 30 Copyright © 2004 ACNielsen BASES a VNU company Write Proposals Run Analyses Run Database Comparisons Forecast Sales Write Reports/Presentations Answer General Client Questions Work Closely With Manager Senior Research Analyst Profile Working in Marketing Research

31 31 Copyright © 2004 ACNielsen BASES a VNU company Associate Manager Profile Write Proposals Design Studies Write Reports/Presentations Forecast Sales Review Reports & Forecasts of Subordinates Answer Detailed Client Questions Make Presentations Work Fairly Independently Working in Marketing Research

32 32 Copyright © 2004 ACNielsen BASES a VNU company Account Manager/Director Profile Account Manager/Director Profile Working in Marketing Research Write Proposals Design Studies Review Reports & Forecasts of Subordinates Forecast Sales Answer Detailed Client Questions Make Presentations Work Very Independently Manage An Account Group

33 33 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research ACNielsen BASES looks for Research Analyst candidates with high quality: Oral/written skills Interpersonal skills Analytical/statistical skills Academic standing Marketing Research Analyst’s Profile

34 34 Copyright © 2004 ACNielsen BASES a VNU company Working in Marketing Research Our success is a result of the company’s culture and values: Client focused Integrity and honesty Commitment to learning and R&D Always doing what is right: - For our clients - For our employees - For our community Why choose BASES?

35 35 Copyright © 2004 ACNielsen BASES a VNU company Questions?

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