The Internship Experience The Art of Market Research

1. www.mubeena.net TheInternship ExperienceThe Art of Market Research Business Development Center Institutional & Market Research Y&R Advertising Brand Asset Consulting

2. EXPERIENCE Y&R 10 Feb 2003 May 2003 KNOWLEDGE Experience is like an endless canvas Hof 28 Sep 2002 6 Feb 2003 TIME www.mubeena.net Gaining the ExperienceCanvas Size (Time” X Knowledge”)

3. What I Aimed For: To know the real I/O world, specifically looking for cross-cultural experience, with no specific field interest. What I Received: A crash course in work behavior, and a thorough introduction to the art of marketing research. www.mubeena.net Internship Presentation OverviewPriming the Canvas

4. Managing Director Consumer Knowledge Database/ Survey Client Mgmt/ Brand Strategy Business Development Associate Directors Associate Directors Associate Directors Associate Directors Brand Analysts Brand Analysts Brand Analysts Brand Analysts Interns Interns Interns Interns www.mubeena.net Structural Design of Y&R Adv.One Technique

5. Nicole, Br Analyst www.mubeena.net My Y&R Group An Eye for Detail Paul, Group Director Ying, Sr.Associate Director Roberta, Associate Director Ryan, Sr. Brand Analyst Each group is a self-contained unit, with all the supplies required to take care of its own specific clients’ needs. Mubeena, Intern

6. Stuart Rabinowitz, President Each functional unit (like the BDC) and its sub-units (like Inst. & MR) has respective discipline specialists Patricia Adamski, Sr. VP Planning & Administration Stephanie Bushey, Dir, Inst. & MR Vita Greco, Intern Mubeena Mohd, Intern Elissa Sharp, Assoc.Dir, Inst. & MR Anne Michiels, Asst. Dir, Inst. & MR Steven Kachtan, Research Admin www.mubeena.net Structural Design at Hofstra BDCAnother Technique

7. Hofstra BDC Y&R Adv. Small Institution Large Corporation Skill specialization New Skill Opportunity Less Resource Duplication More Resource Duplication High Intra-Group, Low Inter-Group Communication Limited Orientation National-Global Impact Less Interdependence More Interdependence Internalization Externalization www.mubeena.net Structural Design LogicColor Scheme

8. Tools are specific to Y&R. They are used with Excel and PowerPoint. www.mubeena.net Tools at Y&RAdv.The Palette BAV Charting: A Computer program aiding the researcher to graphically represent client requests and outcomes. 1. Select Pop Database 2. Select Brand Type 3. Select Brand Name Medications • USA All Adults Oxy 10 Females 18-54 • Internet Companies • Yahoo! • Internet Users Telecommunications • Verizon All Males Levi’s Clothing BAV Selection: Software aiding the researcher to create and store population databases for specific client requests.

9. www.mubeena.net Tools at Hofstra BDCThe Paintbrush SPSS: Generates info on survey items using crosstab tables 1. Click Analyze SCHOOL Descriptive Statistics Bus Com Crosstabs FALL RES 2. Click ‘Fall Residence’ On Cam • Move to ‘Row’ box 3. Click ‘School’ Off Cam • Move to ‘Column’ box 4. Click Cells… Hofstra BDC tools are used widely by every major institution. Thus, I had no formal organizational training in them. • Observed • Expected

10. www.mubeena.net No need to enter data manually. Just scan away! Cardiff Scanner and Verifier

11. www.mubeena.net Market Research at Hofstra BDCBrush Strokes New Student Orientation 2002 Survey • Participants: 962 admitted students looking to attend Hofstra in Fall 2002. • Methodology: Students were given survey after they moved out of housing. • The Survey: 20 questions, Q. 1-18 multiple choice, Q. 19-20 open-ended. • Stats: Descriptives, crosstabs, multiple response analyses. • Report: Intro, method, crosstab results tables, and written analysis. Awaiting feedback on my written report

12. www.mubeena.net Alumni Survey 2002 Participants: All graduates from Aug 2001, Dec 2001, and May 2002 Test: Impact of personalization and postcard contact as follows: • Aggregation: Entering • survey info into Access • database, scanning and • verifying survey data • using Cardiff program. My Prediction: Personalization will lead to increased response rates.

13. 100 80 60 Percentile Rank 100 40 20 0 D R E K Internet Company 100 80 80 60 Percentile Rank 40 20 0 Medicinal Product D R E K 60 Brand Strength 40 D = Differentiation R = Relevance E = Esteem K = Knowledge 20 0 0 20 40 60 80 100 Brand Stature Market Research at Y&R Adv.Painting on Canvas Assessing brand strength: an example with the U.S. teenage population The Art of Market Research Base: All Teens, Global BAV Second Half 2002

14. Internet Company Medicinal Product Painting on Canvas Comparing brands using the Y&R BAV model: an example with US teenagers 100 80 60 Percentile Rank 40 20 0 Differentiation Relevance Esteem Knowledge The Art of Market Research Base: All Teens, Global BAV Second Half 2002

15. Painting on Canvas 100 Internet Company 80 Medicinal Product 60 Brand Strength 40 Comparing segments: an example comparing teen internet users and the general teen population for two brands All Teens Internet Teen Users 20 0 0 20 40 60 80 100 Brand Stature The Art of Market Research Base: All Teens, Internet Teen Users, Global BAV Second Half 2002

16. 100 80 60 Percentile Rank 40 20 Internet Company Medicinal Product Painting on Canvas Brand Imagery: Where the Internet Company falls compared to the Medicinal Product in terms of specific brand attributes for teens 0 Sexy Helpful Leader Trendy Rugged Reliable Obliging Different Carefree Energetic Intelligent Innovative Distinctive Glamorous Best Brand Played Out Worth More High Quality Upper Class Independent Straightforward Unapproachable Cares Customers The Art of Market Research Base: All Teens, Global BAV Second Half 2002

17. 100 20 40 60 80 0 Painting on Canvas Up To Date Healthy Traditional Gaining in Popularity Distinctive Fun Glamorous Leader Friendly Rugged Medicinal Product is more… High Performance Stylish Independent Kind Cool 2 Carefree Brands on significantly differing Imagery attributes Arrogant Energetic Gaining in Popularity Down To Earth Upper Class Up To Date Played Out Authentic Cool 2 Worth More Energetic Carefree Internet Company is more… Down To Earth Authentic Distinctive Leader Worth More Kind High Performance Glamorous Arrogant Friendly Stylish Played Out Rugged Independent Upper Class Healthy Fun Traditional -100 -80 -60 -40 -20 0 20 40 60 80 Internet Company Medicinal Product The Art of Market Research Base: All Teens, Global BAV Second Half 2002

18. www.mubeena.net Art Classes The disadvantage associated with the world-wide use of one model BAV Training Session: Systematic Approaches to the Study of Interdependence of Culture and Personality (Waltraud Kassarjian) “DOES THE GLOBAL BAV SURVEY TAKE INTO ACCOUNT VARYING CULTURAL TEMPERAMENTS?” Does culture teach us how to perceive? Temperament What variance of the data can be attributed to personality and culture? Personality Culture Are there cultures within one nation? Perception

19. Y&R Adv. Hofstra BDC Routine Varied Administrative Tasks BAV-Related Task-Specific Descriptively-Focused Analysis More Interpretative Analysis Multiple Demands Company Culture Reflective Generally Informative General Staff Meetings Ongoing Training www.mubeena.net Market Research Work LogicMore Colors for the Scheme

20. www.mubeena.net Knowledge at Hofstra BDCTechnique Tutorial Taking along valuable lessons to my new internship..

21. www.mubeena.net Knowledge at Y&R Adv.Technique Tutorial 2nd ed. The field of Advertising Market Research can be exciting (once you get past the tech training)

22. www.mubeena.net Great internship experience in the art of Market Research Increase in skill and self-confidence Better brush strokes!! Market Research: Using numbers to paint pictures.