It stands to reason that a market research project for a cosmetics company in Dubai should target people who are based in Dubai. However, finding the correct people is key to a successful research campaign.
Fortunately a city the size of Dubai has what is called the ‘accessible population’, a term reflecting the high number of people living and working in an urban environment.
There are a myriad of ways to talk to people and get them to participate in your market research project. Firstly, though, it is important to create a precise list of the points you want to be answered. By keeping the focus at this initial stage, it makes it far easier to know the type of person you need to ensure your market research is productive.
It is also necessary, at the beginning of a new brief, to outline the budget constraints on the project. It is ineffective to hire expensive equipment for the rather useful computer assisted personal interviewing (CAPI), if there is nothing left in the pot to pay researchers to go out into the street with the computers.
Now armed with a budget and a firm idea of what you, or your client, specifically want clarifying from the market research, you can identify the types of people required to achieve optimum conclusions and recommendations.
The people you need to talk to will depend entirely on the product or services being researched. If we take the example of a market research project for a cosmetics company based in the centre of Dubai, historical data into this industry will give some basic lines along which to find the target respondents.
Finding your participants will depend on the initial questions the company requires answering. So if our cosmetics company is developing a new flavoured lip-gloss, it may want to know what flavours are the most popular and which are the most unpopular. Choose the wrong range of flavours and the lip-gloss will fail in the stores.
In this instance the target market is going to be young women and teenage girls. And the likely places the market researchers will find their target participants are hubs of activity such as:- the Mall of the Emirates; Safa park; the beach at the weekend; university campuses ; the business district during the week or the eternal favourite of market researchers- the supermarket.
Successful market research does give an organisation a highly competitive edge. It can change the advertising approach; it also can lead to the development of products and services more finely tuned to what customers actually want. Far better to find out what consumers like and don’t like at the beginning of product development, rather than after huge amounts of money and resources have been ploughed into it.
But it is not always obvious which methodologies are going to be most suitable for each campaign, which is why The Marketing Research and Intelligence course, from the Institute of Sales and Marketing, Dubai, gives your business the tools to make the best market research decisions for your company. More information on these marketing courses can be found here: http://www.ismdubai.com/courses/market-research/index.php