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Nivea - Marketing Research

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by

Adham Aly

on 16 December 2015

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Transcript of Nivea - Marketing Research

Black & White - Marketing Research
A team of designers and researchers were gathered to define the data and examine and form the scope of their new project.

Researchers and designers listened to their consumers across social media sites to know more about their experiences, concerns, and opinions about deodorant products and the challenges they face while using deodorants.

Consumers’ biggest concerns were about staining, the various stains types and what remedies can be used for staining.

Nivea applied the netnography research on the topic “Deodorant and Antiperspirant Staining” in order to shape a framework of the potential problems that consumers are facing.
1-Define the problem:
A- Objective framework:
To develop a new deodorant product which highly satisfies consumers’ expectations.

B- Research questions:
Nivea has simply stated a clear question which was “Will consumers' expectations be highly satisfied if the company developed a deodorant that prevented white stains on black cloths and yellow stains on white cloths?”

C- Hypothesis:
H1: yes, consumers will be highly satisfied.
H2: White and yellow stains are not important issues to consumers thus this product development will not affect their level of satisfaction.

D- Specification of information needed:
Nivea decided to engage consumers to reveal their feelings and opinions regarding the concerned issue, understand their needs, and evaluate their satisfaction toward producing a new deodorant.

2- Development of an approach to the problem:
3- Research design formulation
4- Data collection
5- Data analysis
Conclusion


Nivea collected data through:

Customer insights
Observing consumers negotiations on social media
By developing a broad internal database that contained blogs, groups and questions and answer sites which also helped in collecting the needed information.

Nivea’s research team were mainly tackling three major problems while observing consumers:

1) Types of stains
2) Causes of stains
3) Methods to eliminate stains

Based on Morrie et al. (2000)
1) Documentation of the data and data collection.
2) categorization of data into concepts.
3)Connection of the data to show how a concept may influence another.
4)Evaluating alternation explanations and representing finding.
Nivea:
Using deductive approach - Stain Manual (similarity and differences in responses).
link between gathered data (undiscovered problems and issues by the consumers). Developing potential product solutions.
The ideas and solutions were put into a process of selection, enrichment, testing and designing then launching.
Qualitative Data :
unstructured texts
(Comments&Coversations)
Netnography Apprach
1.Definition of the information needed
Tha main opportunity is development of a new deaodrant
The main information needed:
types of stains
causes of stains
stains removal issues
2. Research design classification
Observation technique
Netnography; a branch of ethnography
Descriptive research
3.Secondary data
Nivea initially used secondary data as the company's R&D department used internal sources and company's capabilities to gather information.
Netnography
integrates internal company technologies with external consumer knowledge.
Selection of various social media sites to observe dicussions
Less time consuming and elaborates more.
cannot be fabricated
observe the natural behaviour including WOM
4.Qualitative data
HOWEVER :

it depend on the nature of the esearcher's interpretive skills
Generalzing online reults to offline sample
HENCE:
Nivea should use this technique with the support of other qualitative and quantitative techniques
5.Quantitaive data
This project only used qualitative data
without the support of quantitative data and regarding it as conclusive might result in generalization to the population of interest
HENCE:
Nivea should use quantitative and qualitative data as complementary and use statistical analysis in further researches.
6.Questionnaire design
identifying what and where to observe.
identifying a set of keywords.
design questions in consumer's language including the set of highlighted keywords
Open-ended questions
7.sampling process and sample size
-target population: consumers engaging in online communities.

-screen 200 Social media sites in 3 different languages

-choosing the targeted sites

-Non-probabilty sampling

-Convinience sampling

- Random sampling error
Plan data analysis
Documentation of data
conceptualizing the data, connection of the data
representing the findings
Designing and testing the new product based on the concluded findings
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