31 Aug Research Brief sections on eBay : See formatting ?examples uploaded of Research Brief, explained in module recording and module PPT. ? Background and Brief History Research Objective
Research Brief sections on eBay : See formatting examples uploaded of Research Brief, explained in module recording and module PPT.
Background and Brief History
Research Objectives – 5 good ones
Methodology / Study Design
Target Markets (Geography)
Target Participants – Screening Criteria
Specific Deliverable
From slide 35 on power point is about this
Fall 2022 ADV 6805 GSC Online – Module 2 Research Brief and Design – YouTube
From 1:10 is about this ^
SAMPLE RESEARCH BRIEF FOR HOSPITAL STUDY
by FULL NAME
· SUMMARIZE THE BRAND’S HISTORY, OBJECTIVES / GOALS, LIMITATIONS / ISSUES, AND ANYTHING IMPORTANT TO UNDERSTAND IN ORDER TO PROCEED WITH THE STUDY – SUMMARY OF 1-2 PARAGRAPHS
Research Objectives Requested:
HOSPITAL Client wants to conduct a study to understand the following:
1. Understand the scope of the experience of patients (those who need and those who have had) organ transplant surgery really means – map the full experience as a patient’s journey – what does “experience” really mean?
2. Assess the HOSPITAL’S patients’ experience who have already be been transplanted. Learn about their perceptions (before and after), experience and understand what the motivating factors were for patients who made the decision to come to HOSPITAL from Broward.
3. Understand the motivations of active patients who are currently listed with HOSPITAL, why they chose to list with HOSPITAL.
4. Understand and learn about the patients’ perceptions, experience and understand the motivating factors of those who made the decision to come to HOSPITAL from Broward.
5. Understand if Patients listed with HOSPITAL can also be listed with another institution – Listed as an objective for potential question/s. Example, are you listed with any other institution? If so, where?
· HOSPITAL will provide names and contact information for patients:
· active patients who are currently listed to have a transplant with HOSPITAL
· patients who have already been transplanted with HOSPITAL from January XXXX to June XXXX
Methodology Recommended:
· Qualitative – 20 completed participants via Individual interviews and focus groups
· Quantitative – 50 completed survey questionnaires
Deliverable: Full report
Timetable / Execution: 1st and 2nd Quarter XXXX
1
,
Module 2
Intro to
Creative Strategy
Week 2 Topics
- Introduction to the 4C's Model
- The Consumer Journey
- Aligning the Consumer Journey to understand areas of research
- Developing the Research Brief
- Developing the Research Instruments using the Consumer Journey
*
To-Do this week
- Complete the LinkedIn Learning Course on "Customer Experience Journey Mapping“
- Complete Deliverable #1
*
Deliverables for this week
- Upload LinkedIn Certificate of completion of Customer Journey course by Sunday 9/4 @11:59pm
- Upload Deliverable #1: Research Brief by Sunday 9/4 @11:59pm
*
History – Creative Strategy
- Born in the UK in the 1960’s out of an unmet need
- To bring rigor and ‘planning’ into the process of creative and strategic development
- Creative strategy = consumer research
- Fathered by Stanley Politt and Stephen King
History – Creative Strategy
- Migrated into the US in the 80’s
- Trigger: J. Chiat noticed UK creative was better
- Evolved from research to ‘communications (ad) -tweaker’
- Focus was briefs and briefings: “Planning adds a touch of creativity to the mix.’ – Jon Steele
History – Creative Strategy
- 2000’s saw the emergence of the specialist strategist
- Obsessive focus on awards led to clients looking elsewhere for strategic leadership
- Propelled by technology advances and media fragmentation
- Both a crisis and an opportunity for our discipline
History – Creative Strategy
- The (Digital) Strategist/Planner
- The (Brand) Strategist/Planner
- The (Communications) Strategist/Planner
- The (Creative) Strategist/Planner
- The (Experience) Strategist/Planner
- The (Human) Strategist/Planner
‘NEXT YEAR I WANT BBDO TO WIN FOR IDEAS
WHICH HAVE HUMAN IMPACT.’
DAVID LUBARS, CCO, BBDO, REFLECTING ON THE
BEST YEAR IN CANNES, 2013
Chairman/Chief
Creative Officer
at BBDO
History – Creative Strategy
- Planning is a contingent discipline
- It was born out of changing needs…which continue to change.
- So there will always be a role for planning (or strategy), but it will need constant reinvention to stay useful.
WELCOME TO THE
POST-SPECIALIST ERA OF PLANNING!
BE WHATEVER YOU’RE CALLED ON TO BE
SIMPLIFIER
IDEA CHAMPION
STORYTELLER
INSIGHT DIGGER
BUSINESS STRATEGIST
PROBLEM-IDENTIFIER
BRAND CUSTODIAN
FACILITATOR
BEHAVIOR CHANGER
WHAT PLANNING IS NOT…
WE’RE NOT HERE TO SAVE THE WORLD
That takes us to what it’s not.
Matrix.
*
WE’RE NOT CREATORS OF CULTURE
Tap into culture. Which doesn’t only mean internet culture, memes. But the mood of the nation post recession: recessionista
When brands try to create ‘cool’ like the cool planners, they get found out.
*
WE’RE NOT THE ARBITERS OF COOL
Not the savviest dressers, the ones with the best taste.
*
WE’RE NOT THE SOLE DECIDERS OF STRATEGY
*
WE’RE NOT A FORCE FOR SOCIAL CHANGE
Not making the world a better place. Often selling soda and salty snacks. Unless of course you choose not to.
*
- Strategist plays a pivotal role
- Identifies the problem
- Simplifies the issue
- Finds the nuggets (often from within)
- Inspires the Brief
- Facilitates the discussion
- Tells the story
Look for data, (Hoover, Mintel, Annual reports, Google) immersion
Don’t take client challenge or ask at face value: interrogate the brief, reframe to problem
So much stuff, simplify, clealy articulate the issues- not bullet point, but linked.
Nuggets- lubars, more tomorrow.
Write the brief
Push beyond. Work with comms planner or digital planner.
Story. Main body of preso. Work session, workout.
*
Basic 4 Cs Model
MARKET DYNAMICS
IDENTIFY PROBLEM
COMPETITION
OBJECTIVES
SOURCE OF GROWTH
CORE USER
TIMELESS HUMAN TRUTH
LOCAL NUANCES
TIMELY TRUTH
PURPOSE
IDEOLOGY
BRAND ARCHEOLOGY
ESSENCE
VALUES
CATEGORY
COMPETITION
CLIENT
BRAND
CULTURE
CONSUMER
Basic Tenets Of Brand/ Comm Strategy
*
CLIENT BRIEF
ANNUAL REPORT
SECONDARY DATA
ETHNOGRAPHIES
SEMIOTICS
FGD
EXPERT IN-DEPTHS
TREND STUDIES
COOL NEWS
MONITOR MINUTE
ICONOCULTURE
MOVIES
MEMES
HISTORY
EMPLOYEE INTERVIEWS
RESEARCH
CATEGORY
COMPETITION
CLIENT
BRAND
CULTURE
CONSUMER
Tool Box For A Strategist
*
The Consumer Journey
and alignment to understand areas of research
Different Types of Journey
- Purchase journey (e.g. buying a Prius)
- Occasion journey (e.g. a night out with friends)
- Loyalty journey (e.g. using your checking account with your bank over time)
- Experience journey (e.g. the experience of upgrading your Slack subscription)
Different Models
From This
McKinsey Loyalty Loop
1) The Consumer considers an Initial set of brands based on brand perceptions and exposure to recent touchpoints
2) Consumer add or subtract brands as they evaluate what they want
3) Ultimately, the consumer selects a brand at the moment of purchase
4) After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey
To This
Traditional Journey with Touchpoints
Mapping the Consumer Journey
JHS MTI Organ Transplant Patients Study
Understanding Brand Touchpoints and Areas of Research
Waiting for Surgery
Had Surgery
Alignment of Research Objectives with Journey Mapping Example
Waiting for Surgery
Developing Research Objectives:
- Understand how patients needing organ transplants research options – Doctor referrals, online, call
- Assess the geographical areas where patients needing organ transplants are coming from – how far are they willing to travel
- Understand experience of patients needing organ transplants when contacting JHS MTI – website and physical
Alignment of Research Objectives with Journey Mapping Example
Had Surgery
Developing Research Objectives:
- Understand the hospital experience of patients who went through organ transplant surgery with JHS MTI
- Understand the hospital discharge experience of patients who went through organ transplant surgery with JHS MTI
- Assess the in-home recuperation experience of patients who went through organ transplant surgery with JHS MTI and their personnel – coordinator, therapist, nurses, etc.
Developing the Research Brief
Developing the Research Instruments using the Consumer Journey
U-verse Attitudinal Research
Research Design
Understand the impact marketing communications have on
Member attitudes
Marketing Objective
Business Objective
Increase AT&T U-verse Member *ARPU
(*average revenue per user)
Key Steps in Research
- Define the problem, issue or key area to understand
- Understand who is the best target to research
- Define best methodologies
- Develop a research brief with sound research objectives
- Develop a survey questionnaire and moderator guide (based on research objectives)
- Recruit participants
- Collect Data
- Analyze Data
- Discover the insight for development of strategy
Docs used in Research
- Research Brief: This document defines the objectives, the issue, the scope, the background and other data important to the research
- Screener: In our project, the screener will be included in the recruitment questions. This is a document that used by the recruiter of focus group participants that defines the “ideal” participant. This is crucial as the quality of the data will depend on the quality of the target sample
- Moderator or Discussion Guide: Guide used by the Moderator and approved by the client. These are the approved questions to ask participants to fulfill the objective of the study
- Survey Questionnaire: list of questions to be asked in a quantitative survey
- Consumer Insights / Report: this is the final report of findings and recommendations presented to the client. This report will serve as the roadmap to future strategy, product positioning or re-positioning, marketing and strategic plans.
Let’s Review Research Brief Examples
Research Brief
Sections:
- Background: Context
- Research Objectives: name clarifying the areas of research with “understand”, “evaluate”, “assess”, “explore”, “verify”, “compare”, etc.
- Target: Screening Criteria for research participants
- Timetable: expected timetable to complete research phase
- Finalize Research Brief: due by 9/4
- Finalize Research Instruments: due by 9/11
- Qualitative Participant Recruitment: NOTE: Start as early as possible – w/o 9/5, 9/12, 9/19
- Data Collection: w/o 9/12, 9/19, 9/26
- Finalize Data Collection: finalize by 9/28
- Data Analysis and Final Report: due by 10/2
- Methodology recommended: qualitative, quantitative, techniques (example, ethnography, A/B testing)
- Deliverable: Full report
Key Learnings
- Realistic Screening Criteria
- Remember that this description defines who you are looking for to take your survey or be interviewed.
- The purpose of a Research Brief
- The purpose of a brief is to have the team agree to what is important to know in order to proceed with the client promised deliverables. This is not a form to fill out but a living, working, very useful document to produce relevant deliverables to your clients. For example, the “Background” section is to give the client’s brief history, business objectives, goals and issues to attain them.
Key Learnings
- Using correct language and words
- To define research objectives, use words such as” assess, explore, understand, compare, evaluate, identify, etc.
- Always include motivations, limitations, or barriers to desired behaviors
- Research objectives can be broad topics but be as specific as you can be
- Example, “Identify what type of content has a bigger impact with target” – include categories of types of content: testimonials, survivor stories, faith-based, videos, blogs, TikTok challenges, fear-based, inspirational
Key Learnings
- More is not always best
- The important thing to remember is to provide clear and direct communication of what you are promising to deliver, the way you will approach the work and by when.
Alignment
Research Objective
Qualitative Questions
Open-Ended
Probing or Follow Up Questions
Quantitative Question
Close-Ended
Answer Options Given
Alignment
Understand how patients needing organ transplants research options – Doctor referrals, online, call
QUALITATIVE
When you received your
diagnosis, how did you start
research options?
Probe:
- What did you do first?
- Did you visit websites? Which ones?
- Did you ask anyone for advice?
QUANTITATIVE
When you were given your diagnosis, how did start researching options?
Check top 2 that apply to your experience
- Doctor referrals
- Went to website
- Called
- Saw an advertisement
- Friend or family referral
- Other (open field)
Understanding how the Functional Aspects of the Brand assists in
Research Design
| Features | Benefits | Wants and Needs |
| User friendly interface, free service with additional features with paid subscriptions, features such as “digital gifting” to encourage user engagement, extra tools or content such as boosting search for paid subscribers, VIP memberships, Instant Messaging, Video Chats, Location Specific Searches, Anti-Fraud Screening, Social Media Integration, Photo Galleries | User Satisfaction connecting user with similar preferences, Convenience, Built for people with busy schedules, Assistance in current pandemic times | Companionship, Safety, Love, Relationships |
Alignment
Emotive Interviewing: Requires a bit of profiling of your audience, departing from functional questions and leading with emotional ones will allow the customer to speak about their emotional motivation:
- What types of features do you like when using dating apps?
- How do you feel overall about the experience of dating using online dating apps during the Pandemic?
- How do you think the app developers / company can make the online experience better for online daters? What do you think is missing from the experience?
Functional Question
Emotional Question
Probing Functional Question follow-up to Emotional Question
- Q7 How would you describe your first consultation to learn about the services of the HOSPITAL?
- PROBE: Was the person who explained the services at the HOSPITAL, clear and thorough about their services? Did they explain the process and what to expect? What they do better or improve? IF THE PATIENT IS A PEDIATRIC PATIENT, did they explain how they deal with pediatric patients?
- Q8 Did you schedule a visit to the HOSPITAL facilities?
- PROBE: How would you describe the call? How were you treated? What was your first impression? How did you feel during the call? How was the person who talked to you – tone / disposition / level of clarity? How did they make you feel? IF PATIENT IS PEDIATRIC, did you take your child to the visit?
Alignment
Research Objectives to Qualitative Questions
Emotional Question
Functional Question
Point of Contact
Net Promoter Score
- Net Promoter Score research objective
– How likely are you to recommend….how likely are you to try…
To Consider
- To Generate Research Objectives:
- Client Briefing
- Consumer Journey – Brand Touch Points
- What your Brand has to offer (Features)
- How the Consumer Benefits from Features
- Points of Pain and Points of Delight
- What the Product is lacking – what the Consumer wants
Develop Research Brief
- Do Category and Brand Secondary Research
- Prepare a draft of a Consumer Journey Map for your brand
- Identify Consumer Touchpoints
- Identify Research Objectives: areas to understand, areas get more insight for, gaps in data and knowledge, problem to solve
- Anything important to the client (brand)
,
4
Why eBay Needs A Revitalization, Rebranding, Repositioning and/or Even A Product Overhaul.
Last Name, Second Name
Institutional Affiliation
Course
Instructor's Name
Date
Why eBay Needs A Revitalization, Rebranding, Repositioning and/or Even A Product Overhaul.
eBay provides a diverse customer base for sellers to market products to buyers and attracts sales. However, the platform is faced with significant problems that discourage sales and prompt revitalization, rebranding, repositioning and product overhaul. One major issue relates to the complex rules in the eBay systems and inconsistency in operations. Since eBay is an online platform, the company has strict policies on purchases and sales within its system that make purchasing products a lengthy procedure for customers (Komiak et al., 2008). The systems require users to sign up and provide detailed personal information about users to facilitate financial transactions and deliveries of products. These processes affect operations in eBay, influencing a decline in sales, thus prompting revitalization and repositioning for eBay (Liu & Tang, 2018). Revitalization and repositioning for eBay can be achieved by promoting the platform to ensure more sellers who will provide a larger pool of products in the catalogues at affordable prices.
As a business platform, eBay also needs rebranding and product overhaul to help address the issues of unclear return policies, issues of added fees from sellers, and ensure proper inventory management. eBay continues to face significant challenges from unclear return policies that cause conflict between sellers (Komiak et al., 2008). Poor inventory management also affects its operations due to an unstructured management system for the inventory. eBay also suffers from disputes from its customers arising from added fees by sellers when customers purchase products (Liu & Tang, 2018). These issues affect the profitability of the business due to continued complaints and customer dissatisfaction. Initiating rebranding and product overhaul strategies would help eBay to establish a solid structure to guide its operations, systems and interactions with customers, thus promoting growth.
References
Liu, Y., & Tang, X. (2018). The effects of online trust-building mechanisms on trust and repurchase intentions. Information Technology & People, 31(3), 666–687. https://doi.org/10.1108/itp-10-2016-0242
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