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Guides New Zealand

Guides New Zealand. Market Research. Topics. Setting the Scene-case study What is Market Research? Developing aims and objectives Different types of Market Research Results Developing actions from the information. Setting the Scene. Guides New Zealand - market research Impact Outcomes.

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Guides New Zealand

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  1. Guides New Zealand Market Research

  2. Topics • Setting the Scene-case study • What is Market Research? • Developing aims and objectives • Different types of Market Research • Results • Developing actions from the information

  3. Setting the Scene • Guides New Zealand - market research • Impact • Outcomes

  4. What is Market Research? • A systematic collection, analysis, and reporting of data about the market and its preferences, opinions, trends, and plans, used for corporate decision making. • The process of finding out consumer preferences

  5. Guides New Zealand: Issues • Declining numbers • Unfilled positions • Retention of leaders • Public perception • Evaluation of new programme

  6. Research How? Qualitative face to face focus groups Why? To gain understanding of needs and expectations of: Members Public When? late 2002 completed 2003 Who took part? Groups of - leaders - brownies - guides - parents - girls not in guiding - parents – with no daughter in guiding From all parts of New Zealand Guides New Zealand Commissioned in-depth research Why? To gain information on why our numbers might be dropping Who did it? Research company Independent

  7. Research Findings Main Issues • Quality of programme delivery • Leadership & accountability • Communications • Public perception

  8. Regional & National Support District Co-ordinators Leaders Girls

  9. Outcomes • Girl focus • Quality leadership- leader support • Learning and development plan for every leader • Selection, screening and “internship” for new leaders • New organisational structure to deliver this • Brand transformation

  10. Aims and Objectives • Must be clear • Specific • Able to be evaluated

  11. Objectives of our research were • To identify and understand the needs and expectations of girls, leaders and parents • To identify the perceived strengths and weaknesses of Guides New Zealand

  12. Objectives of our research were • To identify any regional variations that may exist in the market • To understand the current brand imagery of Guides New Zealand

  13. Exercise • An issue in your organisation • What would you like to know from the market? • Who is your market (internal/external)? • Define the purpose of the research • Write two aims or objectives

  14. What type of research? Quantitative • Specific, scientific, statistics • (what, where, when) • Large random samples • Analyses numbers Closed questions

  15. What type of research? Qualitative • (why, how) • Small focus groups • Analyses words, perceptions, feelings Open ended questions

  16. Exercise: Which will you use? • Look at the issue you identified • Is the objective numbers or word based

  17. Results • Quantitative: numbers, statistics, probabilities • Qualitative: words, perceptions, feelings

  18. Translating results into actions • Large volume of information • Facilitated workshop • Identify the issues

  19. What did we learn? • We have 3 critical challenges • Quality of leadership and programme delivery • Communication • Need to focus on the girls as core business

  20. Role of Researcher • Assist with formulating aims and objectives • Carry out the research • NOT to tell you what actions you need to take (insights may be useful)

  21. Results must be translatedinto actions • Research results + actions = progress • Research results + inaction = waste of time and money

  22. Exercise: Actions from results • Quantitative research reveals 85% of your leaders dislike the colour of the uniform • 20% of respondents find aspects of your programme confusing • Market research reveals that the public doesn’t recognise your brand or know what you do

  23. Guides New Zealand- where we are at • Research just the start • Initiated a major change process • Vision and strategic direction • Continuous consultation and feedback • New organisational structure • New management processes

  24. Summary • Valuable • Must have clear aims and objectives • Use independent researcher if possible • Use their expertise to formulate the questions • Consider using a facilitator to assist with formulating issues from results • Translate results into actions • Recognise the need for other expert help

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