BrandScan Market Research Opportunities
BrandScan form an ideal platform for the corporate to understand the minds of their customers through unique means of disguised games. It takes up market research projects from clients and conducts a comprehensive research on the stated objectives. The students conduct this research under the able guidance of faculty and a market research partner. Market research partner is usually a leading market research firm which helps the students in carrying out the research in much more professional way. The disguised games ensure that the data collected is free from bias and errors.
What make BrandScan different from other Research Fairs?
Sustainability – BrandScan started in the year 1993 and is one of the oldest research fairs conducted by a B-School. The experience & expertise gained during these years in incomparable to any other s uch fair.
Acceptability – BrandScan has completed over 200 projects for various clients in the industry. There are several repeat projects for companies like Titan, Hindustan Unilever, ITC Ltd, TVS Motors, Britannia, UB Group. AMUL etc. These shows the faith and trust companies have put in BrandScan’s methodology.
Popularity – BrandScan is host to over 8000 people over a period of two days. The diverse crowd which visits BrandScan form Target Segment for the research objectives given by the companies. The tailor made events attract the people from Manipal, Udupi and Mangalore and give BrandScan a feel of gala fair.
Commitment – 300 students from both the batches of TAPMI work for a period of 2 months for the projects given by the clients. BrandScan is part of curriculum at TAPMI and thus commands utmost dedication and commitment from the students.
BrandScan Research Process:
BrandScan is a complete market research program encompassing all the steps of market research from exploratory to analysis to final recommendation.
With the experience gained from the past 18 years with 200 projects, the research process in BrandScan has been refined into a three phased process.
Pre – BrandScan Research
At this stage, each project is allotted to a dedicated team, headed by a project leader. In this phase the project team in consultation with client develops an understanding of the management & research objectives of the project and a research design is developed. Exploratory research is then conducted in the form of ‘Focus Group Discussion’ and ‘In – Depth Interviews’. The relevant variables for the research objective are identified and, based on these findings; games are designed to capture the required data.
Innovative methods - “Uniqueness of BrandScan”
During the two day fair, BrandScan project teams use ‘Innovative methods’ as means of data collection to elicit unbiased and natural responses. Each of the teams designs innovative games to subtly collect required data while the respondents engage in fun filled activities. These Innovative methods are the unique component of BrandScan research and differentiates BrandScan research from any other research. The demographics compatibility stall at the entrance ensures that the respective target segments reaches the appropriate sites.
To substantiate the data collected during the BrandScan fair, selected games will be hosted online to capture data from the required target segment anywhere in India. This initiative was launched last year and it proved out to be very successful.
POST BRANDSCAN RESEARCH
The data collected during the first two stages is validated by conducting a survey both in Manipal and Mangalore. Following this, various statistical tools like factor analysis, conjoint analysis, cluster analysis etc. are used to analyse the data collected. A report is then prepared which is extensively evaluated by the faculty and is further verified by marketing research partner before presenting to the clients.
Select examples of Research Areas and Market Research Objectives undertaken at BrandScan.
|Brand Awareness||ITC Limited||Retailer’s influence on customer’s purchase intention|
|Competitor Analysis||Reebok India Limited||Competitor analysis of Reebok vis-à-vis Nike and Adidas|
|Brand Equity||Britannia Industries Limited||Brand equity study of Britannia products|
|Media Planning||Hindustan Unilever Limited||Media planning strategy for Bru Coffee|
|Brand Personality||United Breweries Group||Brand Personality and Benefit Association of Kingfisher Lager Beer|
|Consumer Buying Behaviour||IBM||Study of consumer buying behaviour in case of computer purchase|
|Consumer Perception||Smithkline Beecham Pharma Limited||Consumer Perception of the efficacy of Iodex vis-à-vis other pain balms|
|Barriers to Purchase||Titan Industries Limited(Fastrack)||To study the barriers to purchase of sunglasses among nonusers.|
|Psychographic Profiling||Citibank||To study the perception, usage and psychographic profile of credit card users in Mangalore.|
|Need Gap Analysis||Amul||Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User Imager y of Amul Kool.|
|Advertisement Effectiveness||Perfetti Van Melle India||Advertisement Effectiveness and Consumer Profiling for Mentos and perception of Mentos vis-à-vis Polo.|
|Brand Preference||Samsung India Limited||Brand Awareness, Brand Ownership and Brand Preference for Samsung’s Consumer Durable Products.|