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Agrimarketing : May 2009
62 Research Roundup:32 Feature Story 5/13/09 12:41 PM Page 62 FOCUS ON:MARKET RESEARCH KEYRESEARCHQUESTIONSANSWERED WHEN TO USEMARKET RESEARCH? by Kent Fraser, VP Stratus Agri-Marketing Inc. Calgary, AB Greatmarketing is all about getting the strategy right and then executing that strategy effectively. You need to knowwhere you stand, and equally as importantly where your competitors stand, in order tomake the best decisions. That’s when it’s right to usemarket research. Asmarkets evolve, companies Fraser are re-evaluating their strategy. However, newstrategieswill only hit themark if they are based on good information. That’swhy it’s right to use research. Over the yearswe’ve seen com- panies do a good job of analyzing markets before introducing newand differentiated products. They understand to define a launch strategy they have to startwith a solid understanding of themarket, including the nuances of decision drivers. Once a newproduct gets rolling, it’s important tomonitor the execution of strategies and tactics.We track awareness and customer per- ceptions of the brand position relative to competitors.Many companies also ask us to benchmark howwell the campaign and sales force deliver on the brand proposition, including levels of channel support. Withmore andmore newprod- ucts entering the agriculturalmarkets all the time, it’s nowvery crowded and fragmented.Marketers have to develop pro-active strategies to defend their brands—sometimes without clear and powerful points of differentiation. Doing goodmarket research is the onlyway you can answer these questionswith certainty and in doing so, build the best strategy for your evolvingmarket. RESEARCH OR POLLING? by Robert G. Jasper, Sr. VP Market Probe, St. Louis,MO At a very basic level,marketing research and polling are similar in that both administer a structured set of questions to a predefined target audience in an effort to gather information. However, the differences between these two practices are significant. By definition, polling typically has a political component associated with it, and is intended tomeasure public opinion about issues that are subject to change over a fairly short period of time. In addition to providing headline news stories and hours of debate on cable news programs, pollsmay also be intended to actually influence public opinion by informing undecided citizens of developing trends or howthe rest of the population views an issue. In contrast,marketing research Jasper generally focusesmore on core values, attitudes, and behaviors that are less likely to shift significantly in the short-term. Generally, the value ofmarketing research is not in reporting a specific statistic, such as “50%job approval,” but is in providing amore complete understanding of an issue that allowsmarketers tomakemore informed decisions. The results of marketing research studies are generally proprietary in nature, and used to create a competitive advantage that is not readily publicized. There are of course exceptions to this, such as communicating impressive customer satisfaction scores in marketing campaigns. ARE AMERICANS DIFFERENT? by Dr. Tom Klobucar, Reg’lMgr Kleffmann North America, Iowa City, IA Research requireswe do three things with farmers: find them, get themto Data that create possibilities. Possibilities that create new direction. 62 Agri Marketing s May 2009 Kleffmann Group is an information management global intelligence network in more than 60 countries. As a leader in agribusiness market research, we provide innovative information that creates new business perspectives for our clients around the world. MARKET RESEARCH: Panel Studies; AdHoc Research. INTELLIGENCE SERVICES: Competition Mapping; Market Mapping; Media Analysis; Scenarios; Tactical Solutions; Competitive Intelligence Consultancy; Benchmarks for Farmers; Auditing; Products Evaluation. kleffmann.com
May 2009 Supplement