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1、Professional Skills Dictionary MarketResearch AddendumCorporate HR Group - July 1999For use within Unilever onlyINTRODUCTIONThis addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills AppendixThe Market Research Skill Areas should be read an
2、d used in conjunction with the Marketing Skill Areas. The two sets of Skill Areas are shown together (pages 2 and 3) with definitions for each Skill Area and a bullet point list of the Skill Sub Areas.Subsequent pages of this addendum provide more detail on each of the Market Research Skill Areas. E
3、ach page is headed with the Skill Area and its definition. The Skill Sub Areas are then listed along with examples. These examples are illustrative; they do not cover all skills and are not meant to be limiting.MARKETING PROFESSIONAL SKILL AREAS1 CONSUMER UNDERSTANDINGThe development of a compelling
4、 vision of consumersexisting and future needSTh 桔 e acquisition and development of a deep understanding of consumers, their behaviour and attitudes towards the brand, the category and the wider worldThe achievement of a high level of competence in the interpretation and deployment of market research
5、.Developing an Intimate Knowledge of Consumers Attitudes andInitiating and Exploiting Fundamental ResearchBehaviourson the CategoryAssessing and Interpreting Market ResearchDeveloping a Vision of the FutureBeing a Champion for the Consumer in the Business2 MARKET CATEGORY STRATEGY DEVELOPMENTThe use
6、 of consumer understanding, the competitive dynamics and boundaries of the market, and Unilevers strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth.Defining and Understanding the Market Category and SegmentsCreating Long Term Strategies for each Mark
7、et CategoryAnalysing Competitor IntelligenceConstructing the Brand StrategyFormulating the Pricing Strategy3 BRAND EQUITY MANAGEMENTThe championship of a brand. The identification and definition of the purpose and personality of a brand that the consumer finds both distinctive and appealing. The dev
8、elopment of new ideas that add value for the consumer together with the rigorous maintenance of the brand identity in all brand activities, to ensure the long term profitability of the Brand.Developing Brand Positioning Statement (BPS)Defending and Developing Brand Identity and PositioningChampionin
9、g the BrandMonitoring and Managing the Performance of the Brand4LEADERSHIP OF BRAND INNOVATIONThe identification of gaps in consumer needs, translating into brand ideas and through Innovation Process Management (IPM) bringing them to fruition, jointly with other functional specialists.Finding and An
10、ticipating the Consumer Need GapAppreciating Technological PossibilitiesAggregate Project PlanningGenerating and Evaluating Ideas (formulations and packaging)Launch Planning and Implementation5 BRAND COMMUNICATIONThe communication of the brand, its unique values and benefits to the consumer and the
11、guardianship of the brand identity and brand values, applying the principles of UPGA and Good Advertising Practice (GAP).Developing a Communication PlanWorking with the AgencySearching for Innovative Brand CommunicationDeveloping and Judging the CommunicationBriefing the AgencyTesting the Communicat
12、ion6MEDIA MANAGEMENTThe presentation of the brand communication in the most relevant and cost effective way.Understanding how Consumers Assimilate MediaEncouraging Innovative Media ActivitiesControlling the Media PlanManaging the Public Image of the BrandEvaluating and Optimising Media Spend7 MARKET
13、ING OPERATIONSThe execution, with precision and speed, of all aspects of the marketing plan.Generating a Brand Activity PlanMaintaining, Implementing and Developing Marketing SupportDeveloping Consumer Focused PromotionsSystemsTactical Consumer Pricing and Marketing ActivitiesProviding Consumer Advi
14、ce and Support8 CUSTOMER MANAGEMENT INTERACTIONIn conjunction with Customer Development to integrate trade and consumer needs in order to define and support brand sales strategies and build the customer value of the brands.Assessing Consequences of Retailing Developments on Marketing Contributing to
15、 Category ManagementProviding Input to the Trade PropositionParticipating in the Development of Customer or Channel SpecificMarketing Strategies9 LEVERAGING BEST MARKETING PRACTICEThe benchmarking of global developments within relevant categories with an open mind.Encouraging adoption and ensuring r
16、apid implementation of best practice.Identifying and Analysing Best PracticeSupporting ImplementationDocumenting and Communicating Best PracticeCreating Networks and Learning.1 STRATEGIC LEVERAGE OF MARKET RESEARCHThe design and development of programmes of continuous and ad-hoc market research to d
17、eliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business.Determining Consumer and Market Understanding NeedsManaging Internal and External Resources (Agencies)Assessing Trends and Developments Consu
18、mer and MarketIntegrating Consumer and Market UnderstandingResearchEvaluating Market Research PerformanceDefining Programme Objectives and Research Mix1 AD-HOC MARKET RESEARCH The selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised
19、 to meet consumer needs.Translating Consumer Understanding NeedsAnalysing the ResearchAssessment and Selection of TechniquesCommunicating and Using the ResultsApplying the Techniques3 CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and info
20、rm Marketing and Customer Management decisions and activities, based on comprehensive assessment of the sources of the data, the research techniques and analytical methods.Obtaining Optimum Data MixBuilding Data StructuresEnsuring Data AccuracyAnalysing Continuous Research DataManaging AgenciesInter
21、preting and Advising4 CONSUMER AND MARKET MODELLING AND FORECASTINGThe development and maintenance of models of the total market, brands and individual elements of the marketing mix that inform decision-making and enable forecasting to meet consumer needs and business growth.Determining the Modeling
22、 Requirements and LimitationsFacilitating Trade and Category ManagementAssessing and Selecting Modeling TechniquesSupporting Decision Making and DevelopmentsManaging the Modeling Process5 MANAGEMENT OF MARKET RESEARCH PROJECTSThe efficient management of the technical, financial and human resources t
23、o meet the agreed marketing and business needs on time and within budget.Developing the Project BriefAnalysing and Interpreting DataAgreeing the Research DesignImplementing FindingsManaging Project Execution.MARKET RESEARCH PROFESSIONAL SKILL AREAS1 STRATEGIC LEVERAGE OF MARKET RESEARCHThe design an
24、d development of programmes of continuous and ad-hoc market research to deliver the consume and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business.Determining Consumer and Market Understanding NeedsAnalysing market c
25、ategory strategies and brand plans to determine the consumer understanding needs of the target groupings translating needs into market and consumer information requirements; recognising cross category needs; briefing suppliers/ agencies on business needs and information requirements;Assessing Trends
26、 and Developments Consumer and Market ResearchReviewing methods and measures used for effectiveness and potential abuses; investigating the nature and use of potential future data sources and measures and methods; identifying gaps in existing information; commissioning / developing methods to fill i
27、dentified gaps; ensuring that action is taken based on trends that have been identified;Defining Programme Objectives and Research MixTranslating consumer and market information needs into objectives for continuous or ad hoc research programmes; balancing the use of external market research and dire
28、ct consumer contact with other relevant techniques; determining the mix of sources and levels of data to meet programme objectives; working with Unilever expert groups and key suppliers to provide suitable solutions; developing a programme of research for the year in terms of planned marketing activ
29、ity and identified gaps in consumer understanding;Managing Internal and External Resources (Agencies)Assessing capabilities (structure, people, skills and competencies) against consumer understanding needs of the business; analysing gaps; taking corrective action; determining the type of agency rela
30、tionship for each type of programme (single source vs. multiple, tactical or strategic, etc.); developing strategic partnerships with key agencies ; identifying ways in which current and potential data can be exploited to gain competitive advantage; recommending appropriate budgets;Integrating Consu
31、mer and Marketing UnderstandingCreating processes and procedures to integrate market and consumer research findings; ensuring consistent understanding is developed in all categories; creating supporting systems for expert analysis and non-expert access to consumer and market data; stimulating commun
32、ication of consumer and market information throughout the business, including findings and insights from individual projects; building database of consumer and market understanding and insights; ensuring agencies build learning across projects;Evaluating Market Research PerformanceObtaining understa
33、nding and agreement on measures for consumer and market understanding; tracking performance against measure within and across categories; evaluating agencies and key suppliers on service costs and expertise; reviewing project performance and value added to the business;2 AD-HOC MARKET RESEARCHThe se
34、lection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs.Translating Consumer Understanding NeedsIdentifying gaps in understanding of the main determinants of consumer behaviour; assessing where qualitative research
35、 can be used to create understanding of why the consumers behave the way they do; translating brand objectives into specific targets on attitudes, awareness and attributes; exploring secondary data and using market analyses to identify broad trends an future developments; developing test and evaluat
36、ion schedules for each element of the mix for each stage in the Innovation Process;Assessment and Selection of TechniquesSupplementing regular U and A studies with advanced techniques; identifying and defining market and consumer indicators of underlying brand performance and health . image ratings)
37、; establishing pre-tests of mix elements; selecting research techniques suited to mix element; assessing the use of competitive benchmarking, sensory analysis and preference mapping for products; identifying and assessing uses and abuses of qualitative research in the development and evaluation of a
38、ll elements of the marketing mix; applying Unilever MR Guidelines to all activities in the assessment and selection of techniques;Applying the TechniquesCommissioning/ conducting wide range of quantitative research to identify key demand drivers; implementing a portfolio of brand performance measure
39、s covering purchasing, brand image and operational performance; constructing stimulus material that elicits consumer participation and constructive input; applying the most appropriate technique to increase precision in the assessment of each element of the mix;Analysing the ResearchInvestigating li
40、nks and trade-offs across adjacent product categories and/or countries; analysing brand health; investigating and synthesising existing consumer and market data to identify opportunities; investigating and analysing competitor innovations; using animatic research to select /approve advertising ideas
41、; comparing test results with established best practice from other markets; constructing and using simulated test markets; interpreting and integrating the outputs from a range of qualitative techniques from simple groups to complex creativity sessions;Communicating and Using the ResultsExposing ear
42、ly trends and communicating their implications for the category; communicating the results from brand health checks with recommendations on corrective actions; assessing and communicating results from packaging in-use tests; communicating insights into consumer motivation available from the use of q
43、ualitative techniques and their limitations;3 CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and inform Marketing and Customer Management decisions and activities, based on comprehensive assessment of the sources of the dat the research te
44、chniques and analytical methods.Obtaining Optimum Data MixEnsuring the right mix of data sources are bought at competitive prices; recognising uses and limitations of data collection methods and measures available from retail audit data and retail scanning (coverage, pick-up and trendability); asses
45、sing data from consumer panels (purchase and consumption); investigating and piloting alternative and supplemental data sources and research methods (external data access, published data, ad brand tracking, etc.); building understanding of market structure and dynamics;Ensuring Data AccuracyDetermin
46、ing the accuracy required for the data application; performing detailed data reconciliations; rigorously assessing pick-up and coverage; validating data and ensuring data is correct; communicating any major limitations of the data to users; answering queries on the data accuracy;Managing AgenciesMan
47、aging our continuous suppliers; specifying and communicating requirements with agencies and other suppliers; establishing and maintaining partnership agreements with key suppliers; drafting and agreeing contracts; ensuring that suppliers provide accurate and timely data; conducting periodic review o
48、f supplier and agency performance; obtaining cost effective and timely responses to changes in data needs;Building Data StructuresDrafting data hierarchy specifications; conducting discussions with key stakeholders (Marketing, Customer Management, Ad Hoc Research, etc.) on Company data hierarchy; ma
49、intaining data in the correct hierarchies; mapping new products to data sectors; developing multiple hierarchies to reflect trade, consumer and company views of the market;Analysing Continuous Research DataApplying aggregate analyses (price relativity, price relativity vs. brand share, sales per point of distrib