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Hi everyone,

Welcome to our Padlet for BUSN2028 - Uncovering Global Market Insights. This space will be our central hub for weekly discussions, sharing insights, and collaborating on projects. Here are a few guidelines to help us make the most of this platform:

1. Weekly Discussions: Each week, a new column will be added for our discussion topics. Please contribute your thoughts, questions, and responses in the relevant column.

2. Respectful Communication: Always be respectful and considerate in your posts and comments. Constructive feedback is encouraged, but let's keep our interactions positive and supportive.

3. Stay On Topic: Ensure your posts are relevant to the week's discussion topic. If you have off-topic questions or comments, please use the designated "General Questions" column.

4. Engage Actively: Your participation is crucial. Engage with your classmates' posts by commenting, asking questions, and providing feedback.

5. Multimedia Posts: Feel free to use text, images, videos, and links to enrich your contributions. Just make sure all content is appropriate and relevant to our discussions.

6. Technical Issues: If you encounter any technical issues with Padlet, please reach out to me via email.

Let's make this a productive and engaging space for everyone. Looking forward to your contributions!

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•Use Chat GPT to generate a definition of market research

•Provide this AI generated definition, then deconstruct it

•Is it the same as what you would have come up with on your own, or different?

•What does this mean about how we should use AI as market researchers?

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Heineken found UEFA Champion's League (UCL) fans admired the brand and its sponsorship of the league, but they were not compelled to drink Heineken when the time came to watch the match. Realising this was a problem of apathy, it recruited José Mourinho to destroy the common excuses people gave in a dramatic ‘pep talk’ video designed to motivate people to come together and watch the UCL games - and drink Heineken.

•What were the key insights from this market research?

•How does the Heineken case illustrate the definition of market research provided in the lecture?

•Is this an example of applied or basic market research?

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Volkswagen is releasing their first electric SUV model into the Australian market this year.

•What questions would need to be answered to guide the development of this launch? (Tip: consider the four Ps)

•Compare in-house vs agency research to answer these questions

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What is Market Research? simple term (AI)

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What is Market Research? simple term (AI)

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Market research is like detective work for businesses. It’s discovering what people want, what they need, and what they like (or don’t like) about a product or service. Businesses do this to make better decisions about what to sell, how to sell it, and who to sell it to.

Market research can be done in two ways: Primary research and Secondary Research

Market research is all about understanding people and what makes them buy. It helps businesses avoid costly mistakes and create products that customers actually want. Whether it’s launching a burger shop, a fashion brand, or a tech startup, good market research is the foundation of success

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Ai Definition Market research is the process of gathering, analyzing, and interpreting data about a market, including information about target audiences, competitors, and industry trends. It helps businesses identify opportunities, understand consumer needs and preferences, and make informed decisions about product development, pricing, marketing strategies, and business growth.

You can break this down by simple steps of collecting the information, understanding the market, and helping the business make decisions.

this definition is very similar to what I would of said. we should use Ai as a copilot to generate ideas for our research

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• What market symptom/s motivated the development of New Coke and accompanying market research?

• How does the failure of New Coke demonstrate the importance of the first stage of the market research process: problem definition?

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Consider the following brief, provided to you by a fictional client who has hired you to conduct market research:

Seams is a US-based online clothing brand and store that was started in 2010 and has experienced impressive growth year on year. The company employs approximately 200 people. Last year, the company had annual sales of $56 million. The company is now looking to expand to Australia. One of the most effective advertising strategies the company has used in the US is celebrity endorsements. The company wants to assess whether the same strategy will work in the Australian market. Seams has engaged your market research team to conduct market research on the effectiveness of celebrity endorsements in the Australian market.

What could the problem statement for this client be, including:

•What could the marketing management problem be?

•What are some potential research questions and research objectives that could stem from this marketing management problem?

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In the following situations, what research design (exploratory, descriptive, or causal) would you recommend and why?

1. An app developer has coded a new product that generates notes for students during class, but needs to finalise the product design and features and decide whether or not there is a market for this product. They want to understand whether or not University students even take notes and, if so, what is important to them, but have very little pre-existing information to go on.

2. Flinders want to assess student use of and satisfaction with on-campus facilities.

3. An Australian beverage company has developed three versions of a potential television commercial, and want to determine which will produce the greatest purchase intention.

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Focus Group or Interview Guide - Activity

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Focus Group or Interview Guide - Activity

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Think back to the excerpt from a market research brief, provided to you by a fictional client, that you looked at in previous weeks:

Seams is a US-based online clothing brand and store that was started in 2010 and has experienced impressive growth year on year. The company employs approximately 200 people. Last year, the company had annual sales of $56 million. The company is now looking to expand to Australia. One of the most effective advertising strategies the company has used in the US is celebrity endorsements. The company wants to assess whether the same strategy will work in the Australian market. Seams has engaged your market research team to conduct market research on the effectiveness of celebrity endorsements in the Australian market.

• Develop 4-5 interview guide questions OR 4-5 focus group topics that could be used to address the above research problem.

• Outline how you would ensure that the focus group OR interview was effective (tip: consider participant comfort, building rapport…)

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In your groups, conduct an interview or a focus group using the interview/focus group guide questions that you prepared for Workshop Activity 1

If conducting a focus group, designate one team member as the moderator, while the rest of the team are the focus group participants

If conducting an interview, designate one team member as the interviewer, one team member as the interviewee, and the remaining team members as observers/note takers

How effective/ineffective was your qualitative method for understanding the topic?

What were the findings of the qualitative research conducted amongst your group? Identify 2-4 themes that emerge from the data. Briefly explain your themes, and see if you can provide a quote to illustrate each (non-verbatim OK).

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Read through the transcript attached above. Once you have read it from start to finish, go back to the start and read (maybe even re-read again) to develop some codes for this qualitative data. Then, see if you can identify 3-4 key themes that emerge.

Also consider what the interviewer did well and see if you can identify any questions that you would have framed differently.

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Looking for a team, or new members for your existing team? Introduce yourself below!

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Looking for a team, or new members for your existing team? Introduce yourself below!

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Your team will identify a problem or opportunity that requires assessing consumer markets at a national and/or international level. The research should provide insights that inform business or policy decisions. Examples of problems or opportunities include (but are not limited to) those provided below. Vote for the example that is the most interesting to you (this doesn't need to be your topic going forward, it's just to help you meet people who may have similar interests!)

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BUSN2028 - Group Formation Activity 1 - Mentimeter

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Participate in live polls, quizzes, and surveys - no login required. Enter the join code to vote and submit responses in real-time.

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We all bring different skills to a project. Vote for what you think your main strengths are. It's OK if you feel that you have more than one set of strengths, just vote for what you think you would be most happy to be in charge of.

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BUSN2028 - Group Formation Activity 2 - Mentimeter

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Participate in live polls, quizzes, and surveys - no login required. Enter the join code to vote and submit responses in real-time.

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Qantas is facing changing travel behaviors post-pandemic, with fluctuating international travel demand, rising operational costs, and growing competition from budget airlines. The company needs secondary research to decide:

1. How to attract more business and leisure travelers.

2. How to improve customer experience to increase loyalty.

3. Where to expand or adjust routes to meet demand.

To solve these challenges, Qantas must analyse both internal and external data sources to make informed strategic decisions.

Brainstorm at least 5 internal and 5 external data sources that Qantas could use to address one or more of the business challenges listed above.

Think about:

What internal data does Qantas already have access to?

What external sources could provide useful insights?

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Why do you think a relatively good understanding of the research problem is needed to conduct survey research?

Can you think of any disadvantages of survey research?

Think about the last survey that you completed.

What was the survey aiming to describe?

Was there anything in particular that you liked or disliked about completing that survey (e.g., made it hard/easy, boring/interesting)?

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Think back to the excerpt from a market research brief, provided to you by a fictional client, that you looked at in previous weeks:

Seams is a US-based online clothing brand and store that was started in 2010 and has experienced impressive growth year on year. The company employs approximately 200 people. Last year, the company had annual sales of $56 million. The company is now looking to expand to Australia. One of the most effective advertising strategies the company has used in the US is celebrity endorsements. The company wants to assess whether the same strategy will work in the Australian market. Seams has engaged your market research team to conduct market research on the effectiveness of celebrity endorsements in the Australian market.

Seams would like you to design a survey to address the research problem.

Determine whether a cross-sectional or longitudinal survey is appropriate and explain why.

Recommend a method of communication for this survey.

Justify your recommendation, briefly outline how it could be implemented.

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The owner of a popular café chain wants to understand customer satisfaction and personally conducts a phone survey. The owner calls only loyalty program members, as their contact details are available in the system. The survey questions include:

•"You enjoyed your visit to our café, didn’t you?" (Yes/No)

•"Would you say we serve the best coffee in town?" (Yes/No)

•"On a scale from 1 to 10, how satisfied were you with our service?"

•Open-ended: What did you love most about your visit?

The majority of respondents gave high ratings, and the owner concludes: "95% of our customers are highly satisfied.“ The owner then uses this statistic in marketing campaigns and to make decisions about customer service strategies.

•What types of survey error could be present?

•How could each error bias the results?

•What strategies could the café use to reduce these errors?

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Set up a Padlet for your team! I will get you to share this with me, and we can use it to keep track of your work/provide feedback in class

In your team Padlet, you can also create your team agreement

Decide on your topic – comment it below, so that I can approve

Next, start on your secondary research

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Imagine you're doing market research for a new coffee shop or food venue launching on campus. Design 8–10 survey questions that include:

2 nominal scale questions

2 ordinal scale questions

2 interval scale questions

2 ratio scale questions

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Set up a Padlet for your team! I will get you to share this with me, and we can use it to keep track of your work/provide feedback in class

In your team Padlet, you can also create your team agreement

Decide on your topic – comment it below, so that I can approve

Next, start on your secondary research