Week 2.1 Marketing Research

Marketing Environment

Simon Isrif, 438344, DIM1VC

16-11-2016

Week 2.1      Marketing Research

(Baschnagel-consult, n.d.)

Describe the Nielsen retail panel, explain which data the manufacturer of your product can buy from Nielsen and explain the benefits of these data.

The Nielsen retail panel delivers local and global insights into consumer behaviour and product sales across different categories. The combination of both deep data and insights the company provides are useful for business planning (Nielsen, n.d.). The Nielsen retail panel can provide a very wide range beneficial data for Sennheiser. Nielsen could provide Consumerization, a technique that broadens segmentation and that could help Sennheiser boost its consumer engagement. The company could also provide an Innovation process that identifies what consumers say they need as well as the needs they haven’t articulated yet, which could help Sennheiser with keeping up with the competition. Finally, Nielson could also provide Sennheiser with data which could increase marketing effectiveness by analysing current accomplishment and sales effectiveness by understanding consumer shopping behaviour so an enhancement in the marketing approach could be achieved (Nielsen, n.d.).

Describe the marketing research company GfK, and explain what kind of data GfK could generate with its consumer panels for your product / brand? 

GfK is a provider of relevant market and consumer information. The company uses technologies and data sciences to turn big data into smart data so that their clients have the competitive edge (GfK, n.d.). GfK’s consumer panels could generate relevant data for Sennheiser. The consumer panels provides an understanding of consumer behaviour, attitudes and who they are. Shopping behaviour, which the consumer panel also provides, could also be very beneficial for Sennheiser. It provides an analysis of consumer decision making a path to purchase. To conclude, GfK consumer panels could provide Sennheiser with a clear view of which audiences to target, the identification of market opportunities and it could help the company develop strategies for growth (GfK, n.d.).

Create a short questionnaire (12 questions) that you can use to research consumer attitudes towards your brand. Hint: find out how attitude surveys look like in general, and then apply it to your brand:

Sennheiser Attitude Survey

1.    Sex

Male:        ____

Female:    ____

2.    What is your age?

Under 20:             ____

20-29:                    ____

30-39:                    ____

40-49:                    ____

50-59:                    ____

60 and over:          ____

3.    What is your general opinion on Sennheiser?_____________________________________________

4.    When did you get familiar with the Sennheiser Company and by which means (advertisement, social media, relatives etc.)?  

_____________________________________________

5.    Have you ever bought a Sennheiser product? And if yes, how many?

_____________________________________________

6.    Do you prefer to buy Sennheiser products in retail stores or in online stores? Please explain why.

_____________________________________________

		Strongly Disagree			Strongly Agree
	Question	1	2	3	4	5
7.	Sennheiser provides quality products
8.	Sennheiser provides quality service
9.	Sennheiser is innovative
10.	Sennheiser is able to compete with other audio companies
11.	Sennheiser needs to increase product advertisement

12.   Do you have any personal tips or insights for Sennheiser?

_____________________________________________

Thank you for answering this survey.

References

Baschnagel-consult.Retrieved from http://www.baschnagel-consult.com/services/market-research/

GfK. (n.d.). About GfK | GfK Global. Retrieved from http://www.gfk.com/about-gfk/about-gfk/

GfK. (n.d.). Consumer Panel | GfK Global. Retrieved from http://www.gfk.com/solutions/consumer-panel/

Nielsen. (n.d.). Retail Measurement | In-House Retail Experts | Nielsen. Retrieved from http://www.nielsen.com/ssa/en/solutions/measurement/retail-measurement.html

Nielsen. (n.d.). Solutions | Consumer Insights for Smarter Decisions | Nielsen. Retrieved from http://www.nielsen.com/eu/en/solutions.html#consumerization-consumer-insights