McKinsey Market Research Toolkit 麦肯锡市场调研工具集

CONFIDENTIALMarketResearchToolkitMARKETINGSCIENCECENTERSeptember1995ST-ZXe247/950830SeaHR1TABLEOFCONTENTSQualitativeFocusgroupsIn-depthinterviewsObservationalresearchQuantitativeQuickhitBasicA&UConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelST-ZXe247/950830SeaHR12MARKETINGSCIENCECENTERJohnForsyth–STMikeSherman–NYKevinNuffer–NYAnilKaul–NYMarkLeiter–NYKKDavey–NYJoshuaGoff–NYRichMilliman–ATNeilAllison–SFLindaMiddleton–CHSudeepHaldar–CHXavierAzalbert–LNAngelaLovejoy–LNSidSimmons–LNNirmalaSantiapillai–LNBernhardvonSkerst–HAMarkEsser–DUPeterPrins–AMRamaBijapurkar–BYTheobjectiveofthisdocumentistoprovideaquickoverviewofmarketresearchtechniques.MoredetailcanbefoundintheMarketResearchHandbook(PDNet#6229)orbycontactingamarketingsciencespecialist.ST-ZXe247/950830SeaHR13TWOTYPESOFTECHNIQUESQualitativeQuantitativeObjectiveGenerateshypothesesondecisionmakers,buyingprocess,andkeybuyingfunction(KBF)TestsandquantifieshypothesesToolsavailableFocusgroupsIn-depthinterviewsObservationalresearchQuickhitBasicA&UConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelTherearetwotypesofmarketresearchtechniques:qualitativeandquantitative.Generally,aresearchprogramstartswithqualitativetogeneratehypothesesandquantitativetoprovethem.ST-ZXe247/950830SeaHR14Whatisit?Approximatelyatwohourdiscussionamong8to12people,ledbyamoderatorWhendoyouuseit?Earlyintheresearchprocess,toclarifytheissues,generateideasonhypotheses,andhelpdeterminewhatotherresearchtoconduct.Thisisparticularlythecasewhenthereislittleinformationonthesubjector,whentimeandmoneyareverylimited,astheonlyresearchtool–particularlywhenyoudon'texpectawidedivergenceofviewsHowdoyoudoit?HireamoderatorRecruitparticipantsPrepareadiscussionguideAttendfocusgroup(s)VideotapethegroupsDebriefmoderatortodetermineconclusionsWhatdoyougetoutit?AsummaryofkeyfindingsandwelldevelopedhypothesesforansweringcertainkeyissuesApproximatecost$3,000-$5,000foreachgroupof10consumerrespondentsProjecttypicallytwotosixgroupsApproximatetimeTodevelopdiscussionguide,generatehypotheses:2weeksToconduct:in1weekyoucanexpecttoconductthreetofourgroupsifseveralcitiesareinvolvedTosynthesizefindings/refinehypotheses:1to2weeksFOCUSGROUPSST-ZXe247/950830SeaHR15FOCUSGROUPOUTPUTPAGEIssueDiscussionoutputQuotesImplicationsSalesforceCustomerthinksalespeoplearelazyMethodstoimprovethesalesforcedidnotsurfaceTheyneverfollowupI'mnotevensurewhomysalesguyisNeedtofocusthesalespersonportionofthequestionnaireonhowtoimprovethesalesforceCompetitionLittleagreementastowhothecompetitionisWecompetewithXYZheadtoheadIneverlosesalestoXYZ.DillonandPetersaremymaincompetitionLetrespondentdefinetheircompetitiononquestionnaire–donotdefineitforthemHavesectioninquestionnairetofindoutwhocompeteswithwho,andwhyST-ZXe247/950830SeaHR16Whatisit?One-on-oneinterviewsusuallylastingatleast45minutesPrimaryresearchtoolwhenonlyhaveafewcustomersWhendoyouuseit?Similartofocusgroups,in-depthinterviewsareusedto:•Exploreissuesandunderlyingdetails•Develophypotheses•Gainanunderstandingofkeybuyingfactorsandbrands•DiscoverthelanguagecustomersuseLikewise,theycanaddvalueafterquantitativeresearchtofurthergetyourhandsaroundthefindingsOne-on-onearepreferredtofocusgroupswhen:•Thereexistsspecificpeopleyouwishtospeakwith•Qualifiedrespondentsarefewinnumber•Specificissuesrequiringconfidentiality,sensitivityorprobingHowdoyoudoit?HireamoderatorRecruitparticipantsPrepareadiscussionguideDebriefmoderatorWhatdoyougetoutit?AsummaryofkeyfindingsWelldevelopedhypothesesPotentialproduct/servicedefinitionsforquantitativeresearchApproximatecostProjectstypically$100to$300perinterviewApproximatetimeInterviewsusuallylast45minutesto2hoursIN-DEPTHINTERVIEWSST-ZXe247/950830SeaHR17INTERVIEWWITHJOEBLOGGS,34YEARSOLD,2KIDS,C2OnFebruary1,1994wemetwithJoeBloggsandhiswife.Thepurposeofthediscussionwastounderstandthedecisionmakingprocesstheygothroughwhenbuyingfinancialservices.Keypoints1.Theymakeajointdecisionwhenbuyinginsurance.2.Theyliketheappealofaonestopshopwithonecompany.3.Theydislikehomeserviceandfindituncomfortablebutinsteadpreferusingthetelephone.Issues1.Anin-depthstudyofcross-sellingopportunitiesandappealwouldbebeneficial.2.Amorethoroughunderstandingofsellingchannelswouldbeuseful.NextstepsQuantifysegmentsizeandscaleofopportunitiesST-ZXe247/950830SeaHR18OBSERVATIONALRESEARCHWhatisit?AqualitativetechniquetoobservecustomersWhendoyouuseit?ToidentifypotentialnewproductsandservicesWhatdoyougetoutofit?HypothesesonlatentdemandfromobservingbehaviorandproblemscustomersfaceApproximatecostsVariesApproximatetimingVariesST-ZXe247/950830SeaHR19Manycompaniesareobservingdecisionmakersfornewinsightsintothecustomer.EXAMPLESOFOBSERVATIONALRESEARCH•ApharmaceuticalcompanyfollowedGPsaroundalldaytoidentifyproblems/stressestheyface.•HondasentR&DengineerstorentroomsinhousesinCaliforniatoseehowAmericansinteractwiththeircars.•Smallvideocamerasinretailstoresrecordhowconsumersmakedecisionsattheshelf.•Ivorysoapwascreatedbyseeingwomenwhotendedtolosethesoapwhen