www.mubeena.net the internship experience the art of market research business development center...
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www.mubeena.net
TheThe Internship ExperienceInternship ExperienceThe Art of Market ResearchThe Art of Market Research
Business Development CenterInstitutional & Market Research
Y&R AdvertisingBrand Asset Consulting
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Gaining the ExperienceGaining the ExperienceCanvas Size (Canvas Size (TimeTime” X ” X KnowledgeKnowledge”)”)
EXPERIENCEEXPERIENCE
KN
OW
LED
GE
TIME
6 Feb 200328 Sep 2002
May 200310 Feb 2003Y&R
Hof
Experience is like an endless canvasExperience is like an endless canvas
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Internship Presentation Internship Presentation OverviewOverview
Priming the CanvasPriming the CanvasWhat 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.
Structure Tools Work Knowledge
Hofstra Hofstra
Y&RY&R
Functional
Contained
External
Internal
Task-focused
“Big Picture”
Work Ethic
The Field
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Structural Design of Y&R Adv.Structural Design of Y&R Adv.One TechniqueOne Technique
Managing DirectorManaging Director
Client Mgmt/Brand Strategy
ConsumerKnowledge
BusinessDevelopment
Database/Survey
AssociateDirectors
AssociateDirectors
Associate Directors
AssociateDirectors
Brand Analysts
BrandAnalysts
BrandAnalysts
BrandAnalysts
Interns Interns Interns Interns
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Each group is a self-contained unit, with all the supplies required to take care of its own specific clients’ needs.
Each group is a self-contained unit, with all the supplies required to take care of its own specific clients’ needs.
Paul, Group DirectorGroup Director
Ying, Sr.Sr. Associate DirectorAssociate Director
Roberta, Associate DirectorAssociate Director
Mubeena, InternIntern
Ryan, Sr. Brand AnalystSr. Brand Analyst
Nicole, Br AnalystBr Analyst
My Y&R GroupMy Y&R GroupAn Eye for DetailAn Eye for Detail
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Structural Design at Hofstra Structural Design at Hofstra BDCBDC
Another TechniqueAnother TechniqueEach functional unit (like the BDC) and its sub-units (like Inst. & MR) has respective discipline specialists
Each functional unit (like the BDC) and its sub-units (like Inst. & MR) has respective discipline specialists
Stuart Rabinowitz, PresidentPresident
Patricia Adamski, Sr. VP Sr. VP Planning & AdministrationPlanning & Administration
Stephanie Bushey, Dir, Inst. & MRDir, Inst. & MR
Elissa Sharp, Assoc.Assoc. Dir, Inst. & MRDir, Inst. & MR
Anne Michiels, Asst. Dir, Inst. & MRAsst. Dir, Inst. & MR
Steven Kachtan, Research AdminResearch Admin
Vita Greco, InternInternMubeena Mohd, InternIntern
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Structural Design LogicStructural Design LogicColor SchemeColor Scheme
Hofstra BDCHofstra BDC Y&R Adv.Y&R Adv.
Small InstitutionSmall Institution Large CorporationLarge Corporation
Skill specializationSkill specialization New Skill OpportunityNew Skill Opportunity
Less Resource Less Resource DuplicationDuplication
More ResourceMore ResourceDuplicationDuplicationHigh Intra-Group,High Intra-Group,
Low Inter-GroupLow Inter-GroupCommunicationCommunicationLimited OrientationLimited Orientation National-Global ImpactNational-Global Impact
More InterdependenceMore Interdependence Less InterdependenceLess Interdependence
InternalizationInternalization ExternalizationExternalization
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Tools at Y&RTools at Y&R Adv.Adv.The PaletteThe Palette
BAV Charting: A Computer program aiding the researcher to graphically represent client requests and outcomes.
1. SelectPop Database
2. SelectBrand Type
3. SelectBrand Name
USA All AdultsFemales 18-54
Internet Users
All Males
Medications
Internet Companies
Telecommunications
Clothing
Oxy 10 Yahoo!
Levi’s
Verizon
BAV Selection: Software aiding the researcher to create and store population databases for specific client requests.
Tools are specific to Y&R. They are used with Excel and PowerPoint.
Tools are specific to Y&R. They are used with Excel and PowerPoint.
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Tools at Hofstra BDCTools at Hofstra BDCThe PaintbrushThe Paintbrush
Hofstra BDC tools are used widely by every major institution. Thus, I had no formal organizational training in them.
Hofstra BDC tools are used widely by every major institution. Thus, I had no formal organizational training in them.
SPSS: Generates info on survey items using crosstab tables
1. Click AnalyzeDescriptive Statistics
Crosstabs
2. Click ‘Fall Residence’ Move to ‘Row’ box
3. Click ‘School’ Move to ‘Column’ box
4. Click Cells… Observed
Expected
SCHOOL
Bus Com
FALL RESOn Cam
Off Cam
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Cardiff Scanner and Verifier
No need to enter data manually. Just scan away!
No need to enter data manually. Just scan away!
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Market Research at Hofstra Market Research at Hofstra BDCBDC
Brush StrokesBrush StrokesNew 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
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):6-page stapled booklet
Generic letter
Cell 4:8-page booklet
Preliminary postcard
Cell 2:8-page booklet
Generic letter
Cell 5:8-page booklet
Generic letter
Postcard b/w 2 surveys
Cell 3:8-page booklet
Personalized letter
Cell 6:8-page booklet
Generic letter
Preliminary postcard
Postcard b/w 2 surveys
Aggregation: Enteringsurvey info into Accessdatabase, scanning and verifying survey data using Cardiff program.
My Prediction: Personalization will lead to increased response rates.
My Prediction: Personalization will lead to increased response rates.
The Art of Market Research
Base: All Teens, Global BAV Second Half 2002
Medicinal Product
Internet Company
0
20
40
60
80
100
0 20 40 60 80 100
Brand Stature
Bra
nd S
tren
gth D R E
0
20
40
60
80
100
K
Per
cen
tile
Ran
k
0
20
40
60
80
100
D R E K
Per
cen
tile
Ran
k
D = DifferentiationR = RelevanceE = EsteemK = Knowledge
Market Research at Y&R Adv.Market Research at Y&R Adv.Painting on CanvasPainting on Canvas
Assessing brand strength: an example with the U.S. teenage population
Assessing brand strength: an example with the U.S. teenage population
The Art of Market Research
0
20
40
60
80
100
Differentiation Relevance Esteem Knowledge
Per
cent
ile R
ank
Internet Company Medicinal Product
Comparing brands using the Y&R BAV model: an example with US teenagers
Comparing brands using the Y&R BAV model: an example with US teenagers
Painting on CanvasPainting on Canvas
Base: All Teens, Global BAV Second Half 2002
The Art of Market Research
Medicinal Product Internet Company
0
20
40
60
80
100
0 20 40 60 80 100
Brand Stature
Bra
nd S
tren
gth
All Teens Internet Teen UsersComparing segments: an example comparing teen internet users and the general teen population for two brands
Comparing segments: an example comparing teen internet users and the general teen population for two brands
Painting on CanvasPainting on Canvas
Base: All Teens, Internet Teen Users, Global BAV Second Half 2002
The Art of Market Research
0
20
40
60
80
100
Per
cen
tile
Ran
kBrand Imagery: Where the Internet Company falls compared to the Medicinal Product in terms of specific brand attributes for teens
Brand Imagery: Where the Internet Company falls compared to the Medicinal Product in terms of specific brand attributes for teens
Painting Painting on Canvason Canvas
Care
s C
ust
om
ers
Help
ful
Oblig
ing
Innovati
ve
Leader
Inte
lligent
Independent
Relia
ble
Energ
eti
c
Str
aig
htf
orw
ard
Best
Bra
nd
Tre
ndy
Pla
yed O
ut
Hig
h Q
ualit
y
Diff
ere
nt
Care
free
Dis
tinct
ive
Wort
h M
ore
Gla
moro
us
Unappro
ach
able
Rugged
Upper
Cla
ss
Sexy
Internet Company Medicinal Product
Base: All Teens, Global BAV Second Half 2002
The Art of Market Research
-100 -80 -60 -40 -20 0 20 40 60 80
Fun
Independent
Played Out
Friendly
High Performance
Leader
Authentic
Energetic
Worth More
Cool 2
Up To Date
Upper Class
Down To Earth
Gaining in Popularity
Arrogant
Carefree
Kind
Stylish
Rugged
Glamorous
Distinctive
Traditional
HealthyUp To Date
Gaining in Popularity
FunLeader
Friendly
High PerformanceIndependent
Cool 2
Energetic
Played OutAuthentic
CarefreeDown To Earth
Distinctive
Worth MoreKind
GlamorousArrogant
StylishRugged
Upper ClassHealthy
Traditional
0 20 40 60 80
100
Medicinal Productis more…
Internet Companyis more…
Internet Company Medicinal Product
Painting on CanvasPainting on Canvas
Brands on significantly differing Imagery attributes
Brands on significantly differing Imagery attributes
Base: All Teens, Global BAV Second Half 2002
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ArtArt Classes ClassesBAV Training Session: Systematic Approaches to the Study of Interdependence of Culture and Personality (Waltraud Kassarjian)
Personality Culture
Temperament
Perception
“DOES THE GLOBAL BAV SURVEY TAKE INTO ACCOUNT VARYING CULTURAL TEMPERAMENTS?”
The disadvantage associated with the world-wide use of one modelThe disadvantage associated with the world-wide use of one model
Does culture teach us how to perceive?
What variance of the datacan be attributed to personality and culture?
Are there cultures within one nation?
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Market Research Work LogicMarket Research Work LogicMore Colors for the SchemeMore Colors for the Scheme
Hofstra BDCHofstra BDC Y&R Adv.Y&R Adv.
RoutineRoutine
Administrative TasksAdministrative Tasks
VariedVaried
BAV-RelatedBAV-Related
Task-SpecificTask-SpecificDescriptively-Focused Descriptively-Focused AnalysisAnalysis
More InterpretativeMore InterpretativeAnalysisAnalysis
Company CultureCompany CultureReflective Reflective
Generally InformativeGenerally Informative
Ongoing TrainingOngoing TrainingGeneral Staff General Staff MeetingsMeetings
Multiple Multiple DemandsDemands
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Knowledge at Hofstra BDCKnowledge at Hofstra BDCTechnique TutorialTechnique 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..
Taking along valuable lessons to my new internship..
www.mubeena.netKnowledge at Y&R Knowledge at Y&R Adv.Adv.
Technique Tutorial 2Technique Tutorial 2ndnd eded..
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 ..
The field of Advertising Market Research can be exciting (once you get past the tech training)
The field of Advertising Market Research can be exciting (once you get past the tech training)
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Great internship experienceGreat internship experiencein the art of Market Researchin the art of Market Research
Increase in skill andIncrease in skill andself-confidenceself-confidence
Better brush Better brush strokes!!strokes!!
Market Research: Using numbers to paint pictures.
Market Research: Using numbers to paint pictures.