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Presentation at ESOMAR Best of Vietnam 2012 by Spire Research and Consulting, 23 April 2012 Sexy Market Research: Enrich, Visualized and Interactive
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Prepared for: ESOMAR Best of Vietnam 2012
Date: Ho Chi Minh City, 23 April 2012
By: Jeffrey Bahar, Deputy CEO
Spire Research & Consulting
6th Floor, Phuong Tower, 31 Ly Tu Trong,
Ben Nghe Ward, District 1, HCMC, Vietnam
Sexy Market
Research:Enriched, Visualized and Interactive
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What is this presentation about?
The Concept
Case study
SexyMarket
Research
Enriched
Visualized
Interactive
Market Entry
Case Study
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Expanding beyond the consumer-centric insights
Consumer-centric
Competitive
Analysis
Macro
Economic
Factor
Value
Chain
Pricing Strategy
Market
Size
Market Environment
Industry
Trends
Technology
Trends
Business
Partners
ENRICHED
In many cases, the market research uses
consumer-centric approach to gain consumer insights
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Google Map
Recent technologies that changing our lifestyle.....
Geo Tagging
Augmented Reality
Tagging
QR Code
INFORMATION VISUAL
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What items are “HOT” for consumers …
Video On Demand, Smart TV, Intelligent Navigation System,
Touch Screen, Smart Phones all have one thing in common:
SELECT
INTERACTION
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Traditionally, this is how Market Research works and outputs
Qualitative vs. quantitative
Fancy tables, charts
Visually-attractive layout
of report presentation
Excellent presentation
“… yes.. that’s typical...”
“….static …”
“…. any other way?...”
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Introduce EVI (Enrich, Visual and Interactivity) to MR
Bringing these three elements into our
market research approach and outputs
enhances our customer experience
to our market research industry
1 2 3
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Case study: A Market Entry study
Brief
The client plans to enter Vietnam market
The objectives are:
Segmentation
Targeting
Positioning
Approach
Qualitative study
Quantitative study
STP statistical analysis
Outputs
Reports with statistical analysis
Conclusion and recommendation
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Case study: Bringing EVI into a Market Entry study (STP)
• Gov’t statistics
• Trade statistics
• Benchmarking
• Price checks
• B2B study
PRELIMINARY Research
•
Market Research
• Industry trend & analysis
• Geo-marketing analysis
• Interactive map
POSTAnalysis
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PRELIMINARY Research
Population census
Export import data
Penetration rate: Internet, PC, etc
Gov’t
Statistics
Competitor profiles
Product mapping & comparison
SWOT analysis
Bench
marking
Market sizing & growth study
Value chain analysis
Distribution partnership
B2B
Study
Case study: How to roll out EVI
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• Industry landscape
• Level of competition
•Barriers & regulatory
Industry Trends & Analysis
•District level analysis
•Addressable markets
vs. non-addressable
Geo-Marketing Analysis
•Visual outputs
• Interactive, dynamic: customer selects outputs
Interactive Map
POST Analysis
Case study: Examples on EVI Outputs
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SexyMarket
Research:Enriched
Visualized
Interactive
