I decided to compare Euromonitor’s research methodology to that of our textbook’s and my results are invigorating. The textbook describes seven stages in our marketing research process: (1) formulate the problem, (2) determine research design, (3) determine data collection method (i.e. surveys), (4) design data collection forms, (5) design the sample and collect data, (6) analyze and interpret data, and lastly (7) prepare the written or oral report. The method Euromonitor applies is so in line with the textbook’s, they actually share the same diagram that demonstrates the method. In class we met with our client contacts and had successful interviews, from which our teams were able to formulate a problem, MDO’s, and RO’s. In this fashion, we will continue to follow the textbook and Euromonitor’s methodology until we present our report to our clients. Similarly, Euromonitor sees the value in combining quantitative and qualitative forces for “stronger and deeper insights” and so it can “[tell] the story behind the numbers.” In particular, I liked how both suppliers strongly believe in transparency and full-disclosure policies with clients, which includes keeping the client in the loop and receive more feedback.

Marketing Research was a course I had been looking forward to since I decided on my marketing major and it did not disappoint. This course has allowed me to grow and further develop my analytic capabilities by working with real life clients: Epic Burger, Magnificent Mile Lights Festival, and Edgewater Chamber of Commerce. It was a challenge my classmates and I were eager to tackle in the marketing world. Working for these amazing clients was one of the best learning experiences for me, but I also believe my research throughout this course will be beneficial to my clients for it will allow them to better understand their consumer segment and how to customize their message to that segment. Our insightful research will also benefit other similar organizations who may be struggling with the same unanswered questions such as “who is my consumer base?” and “how can we improve consumer engagement?” Furthermore, the limitations faced during data analysis planning and survey distribution can help future Marketing Research students in their own reports and studies so they can improve upon our errors.

    The first client we had the pleasure to work with was Epic Burger, who was looking to improve brand-wide communications and community relationships while maintaining and showing off its “epic” edge. My research made it easy and simple to understand the out-of-store effect Epic Burger has in the Chicagoland area. As a team, we were able to help Epic Burger see what promotional activities and advertisements were reaching its consumer segment, what was not working, and how it can improve in future promotions. Additionally, my research was insightful about Epic Burger’s loyalty program and how it can continue to expand in its consumer segment.

    Next, we met with Magnificent Mile Lights Festival and BMO Harris Bank. In the client meeting they communicated to us their main concern was increasing consumer engagement with sponsors at the event. Under the mobile vertical, my research was beneficial to this client by providing insight on where consumers were going for information about the festival, what they were looking forward to the most, and how they were engaging with the festival and sponsors on their mobile devices. To reach a wider demographic, my research suggested focusing social media engagement efforts during the most popular events of the festival to get consumers excited and increase promotional opportunities for sponsors. Last but not least was Edgewater Chamber of Commerce. I faced a whole new challenge with this report because I had to base my insights mostly on secondary data and somewhat on the data Edgewater Chamber of Commerce initially provided us. This client needed to know what lifestyle characteristics of its consumer segment direct spending. My research is beneficial to Edgewater because now it has plenty of insightful data that allows it to better understand its consumer segment of families with children under the age of 18. I looked at this segment’s preferred leisure activities, where these families are located within a 5-mile radius of Edgewater, and what determines their spending habits.

    All in all, my research is trustworthy and this is apparent especially when looking at the sources for the data. Most of the primary data came from the results of our surveys, which were conducted and distributed to Chicagoland area residents and some out-of-state participants as well. The samples we had for both surveys (one for Epic Burger and one for Magnificent Mile Lights Festival) were of considerable sizes. The results from the surveys were then extracted from Qualtrics to be coded and analyzed using SPSS. Additionally, while conducting secondary research to strengthen the validity of these results, I found there to be strong connections and comparisons with the survey results. In the Insights Report, any and all limitations faced throughout the research were disclosed to each individual client. For example, in some cases we decided as a team to eliminate an objective because of lack of sufficient data or because it did not align well with the survey questions drafted in an earlier stage.