MK101: Market Intelligence
Summary
TLDRCette vidéo aborde l'intelligence de marché et l'utilisation de la recherche de marché pour développer une expertise dans un secteur. L'intelligence de marché consiste à collecter et analyser des données externes sur un marché spécifique afin de prendre des décisions éclairées. On distingue la recherche secondaire (recherche documentaire) et la recherche primaire (sur le terrain), chacune ayant ses avantages et inconvénients. La recherche secondaire est plus rapide et moins coûteuse, tandis que la recherche primaire permet des réponses personnalisées. Les deux approches sont complémentaires pour mieux comprendre les dynamiques du marché.
Takeaways
- 🔍 Le market intelligence consiste à collecter et analyser des données externes sur un marché spécifique pour prendre de meilleures décisions.
- 🌐 L'intelligence du marché inclut également l'étude de la concurrence, des insights consommateurs et d'autres aspects liés au marché global.
- 💼 La recherche de marché est divisée en deux types : la recherche secondaire (desk research) et la recherche primaire (field research).
- 📊 La recherche secondaire utilise des données déjà existantes, telles que des rapports, des statistiques gouvernementales ou des études commerciales.
- 📚 Les sources de recherche secondaires incluent des articles de presse, des études académiques, des rapports gouvernementaux et des fédérations commerciales.
- 🧭 La recherche primaire intervient lorsque les données secondaires ne répondent pas à certaines questions spécifiques. Elle consiste à interagir directement avec les consommateurs par le biais de sondages, interviews ou tests de produits.
- 💡 La recherche primaire permet de comprendre les comportements, attitudes et perceptions des consommateurs envers un produit spécifique.
- ⏳ La recherche secondaire est plus rapide, facile à réaliser et souvent moins coûteuse, mais les informations sont également accessibles aux concurrents.
- 📈 La recherche primaire, bien que plus coûteuse et longue, offre des informations personnalisées et exclusives, ce qui peut renforcer la compétitivité d'une entreprise.
- 📑 Les deux types de recherche sont complémentaires : la recherche secondaire donne un aperçu global, tandis que la recherche primaire fournit des informations spécifiques et approfondies.
Q & A
Qu'est-ce que l'intelligence de marché et en quoi diffère-t-elle d'une prédiction incertaine de l'avenir?
-L'intelligence de marché est la pratique de collecte et d'analyse de données externes concernant un marché spécifique pour prendre des décisions éclairées. Contrairement à une prédiction incertaine, elle repose sur des données réelles et des analyses scientifiques.
Pourquoi l'intelligence de marché est-elle cruciale pour une entreprise qui souhaite entrer dans un nouveau marché?
-Elle permet de réduire les risques d'échec et d'éviter les erreurs en analysant le marché, les concurrents et les comportements des consommateurs avant de prendre des décisions d'investissement.
Comment l'exemple d'un voyage aux Pays-Bas illustre-t-il la démarche d'une entreprise dans une étude de marché?
-Comme pour planifier un voyage, une entreprise doit rechercher des informations sur le marché avant de dépenser de l'argent, en consultant des sources existantes, recueillant des avis, et parlant à des personnes ayant une connaissance directe du marché.
Quels sont les deux types de recherche de marché mentionnés dans le script?
-Il y a la recherche secondaire (ou recherche documentaire) qui repose sur des données existantes, et la recherche primaire (ou sur le terrain) qui implique de recueillir directement des informations auprès des sources, comme des consommateurs.
Quels sont les avantages de la recherche secondaire?
-Elle permet une compréhension rapide du marché sans frais importants, est accessible à partir de sources publiques ou peu coûteuses, et peut être réalisée rapidement et facilement depuis son bureau.
Quels sont les inconvénients potentiels de la recherche secondaire?
-Les informations sont également accessibles aux concurrents, peuvent ne pas être parfaitement fiables ou à jour, et ne fournissent pas toujours les réponses spécifiques recherchées.
Pourquoi la recherche primaire est-elle utilisée après la recherche secondaire?
-La recherche primaire comble les lacunes en répondant aux questions spécifiques qui ne trouvent pas de réponse dans les sources secondaires, en permettant une personnalisation des questions selon les besoins de l'entreprise.
Quels sont les principaux avantages de la recherche primaire?
-Elle permet de recueillir des données sur mesure pour l'entreprise, est spécifique aux besoins de l'entreprise, fournit des données actuelles, et est privée, ce qui signifie que les concurrents n'y ont pas accès.
Quels sont les inconvénients de la recherche primaire?
-Elle peut être coûteuse à mettre en œuvre, peut nécessiter des professionnels pour mener les études, et prend plus de temps en raison de la conception, de la collecte et de l'analyse des données.
Comment la recherche secondaire et la recherche primaire se complètent-elles?
-La recherche secondaire donne une vue d'ensemble et pose le cadre général, tandis que la recherche primaire fournit des informations spécifiques qui ne sont pas disponibles ailleurs, permettant une analyse plus détaillée.
Outlines
🔍 Introduction à l'intelligence de marché
Le premier paragraphe définit l'intelligence de marché comme la collecte et l'analyse de données externes pour prendre des décisions éclairées avant d'investir dans un nouveau marché. L'accent est mis sur la réduction des risques et la prévention des erreurs. L'intelligence de marché est également appelée intelligence concurrentielle, car elle inclut l'étude des concurrents et des informations sur les consommateurs. Un exemple métaphorique est utilisé pour illustrer la planification d'un voyage aux Pays-Bas comme une approche méthodique et bien pensée pour entrer dans un nouveau marché.
📊 Recherche secondaire: une approche large
Ce paragraphe explique comment la recherche secondaire, ou recherche documentaire, consiste à utiliser des données existantes pour comprendre les dynamiques d'un marché avant de dépenser de l'argent. Il s'agit de rapports et études réalisés par des gouvernements, des associations commerciales et d'autres entreprises. Une approche en entonnoir est mentionnée, partant d'une vision macro (environnement externe global) pour se concentrer sur l'environnement micro (marché et acteurs spécifiques). Les sources incluent des fédérations commerciales, des articles de presse, et des canaux de distribution.
🏷️ Avantages et inconvénients de la recherche secondaire
Ce paragraphe présente les avantages de la recherche secondaire, notamment son accessibilité, sa rapidité, et son coût réduit. Elle permet d'obtenir une vision globale d'un marché avant de passer à la recherche primaire. Toutefois, ses inconvénients sont également soulignés : l'information est également disponible pour les concurrents, elle peut ne pas être fiable ou à jour, et parfois elle ne répond pas aux questions spécifiques, nécessitant alors une recherche primaire.
🧪 Recherche primaire: méthodes personnalisées
La recherche primaire, effectuée après la recherche secondaire, permet de répondre aux questions spécifiques non résolues par les données existantes. Elle consiste à recueillir des informations directement auprès des consommateurs via des questionnaires, interviews, ou tests de produits. Les entreprises peuvent personnaliser les outils de recherche pour répondre à leurs besoins spécifiques, mais cette approche est plus coûteuse et prend plus de temps à mettre en œuvre. Elle permet cependant d’obtenir des données exclusives et récentes.
⚠️ Conseils pratiques pour la recherche de marché
Ce dernier paragraphe offre des recommandations sur la façon d'effectuer des recherches de marché. Il est essentiel de bien référencer toutes les sources et d'utiliser des sources crédibles. Il ne faut pas se limiter aux blogs ou forums, car ils peuvent ne pas offrir une vue objective. Enfin, il rappelle la différence entre la recherche secondaire (réutilisation de données existantes) et la recherche primaire (création de données nouvelles), en soulignant que les deux sont complémentaires.
Mindmap
Keywords
💡Intelligence de marché
💡Recherche secondaire
💡Recherche primaire
💡Environnement macro
💡Environnement micro
💡Analyse des concurrents
💡Comportement des consommateurs
💡Funnel de recherche
💡Études de marché
💡Fiabilité des données
Highlights
Market intelligence involves collecting and analyzing external data about a market before making business decisions.
The purpose of market intelligence is to prevent mistakes and reduce the risk of failure when entering a new market.
Market research can be compared to planning a holiday: gathering information from various sources to make informed decisions.
There are two main types of market research: secondary research (also called desk research) and primary research (also called field research).
Secondary research involves using existing data such as journals, statistics, and publicly available reports.
Primary research is conducted directly with consumers via surveys, interviews, or product testing to gather specific insights.
Secondary research helps collect general information quickly and inexpensively, offering a broad view of market dynamics.
Primary research is more specific and customized but is costlier and takes more time to execute.
An advantage of primary research is that it provides exclusive data owned by the company, which can give a competitive edge.
A key aspect of effective market research is using reliable, up-to-date sources and referencing them accurately for credibility.
Primary research can help assess consumer attitudes, brand perception, and test the effectiveness of advertising campaigns.
Secondary and primary research are complementary, with secondary research setting the stage for more specific primary research.
Secondary research is not less important than primary research, and it is conducted first to get a broad understanding.
Primary research allows companies to ask specific questions tailored to their product, market, or audience needs.
The macro environment is analyzed using tools like PESTEL analysis, focusing on external factors that impact the business.
Transcripts
today we're talking about market
intelligence and how to use market
research to develop your expertise in
your market so first of all what do we
mean by market intelligence we could be
thinking just of a crystal ball looking
into the future and trying to predict so
foresee what's going to happen but
obviously that's not very reliable and
it's not very scientific
so in marketing we have this idea of
market intelligence which simply means
the practice of collecting and analyzing
external data about a specific market to
which a company wishes to enter in order
to make good decisions it is the first
set of data which a company analyzing
before any decisions have been made to
invest it's obviously there to prevent
making mistakes and to decrease the risk
of failure it can also be called
competitive intelligence because we're
looking also at the competitors consumer
insights and more specifically in more
globally
aglet market research so let's imagine
you are going to be planning a holiday
in the Netherlands before you even start
booking anything or spending money
you're gonna have to think about where
you want to stay where you want to go
what type of holiday you want you going
to cycle are you going to party and
obviously you have a limited budget you
only have a week's holiday so you want
to optimize your trip so this could be
used as a metaphor for a company that's
wanting to get into a market but before
it spends some money it needs to try and
understand where it's going to go and
what's going to happen so coming back to
our Netherlands trip what could you do
well probably you would start looking
immediately on the internet and start
typing Holland or the Netherlands as a
destination and start looking at
information on particular towns you win
they may go on to things like
TripAdvisor for example to find out get
feedback from existing customers and
ideas of best hotels best
tourist attractions etc you men then
decides that that is a good start but
you'll go and buy a guide perhaps the
British PT or route are so that you can
have again a more specific idea of costs
and options perhaps you would even
consult a travel agent or an online
travel agent of some form so you've
already got quite a lot of information
and then probably because you're a young
student you try and seek out the
opinions of other students who've been
there perhaps students who live in the
the Netherlands and then you would have
your own research and start perhaps
booking by yourself and spending your
money and getting your trip together so
let's think about that in terms of what
we have observed well first of all many
of the questions you have can be easily
answered by consulting information
sources that already exist and are easy
to find for example on the internet so
in that way you are benefitting from
other people's research and information
that is already available on the other
hand some of your questions may be more
specific and you cannot find answers to
them that satisfy you so you need to
speak personally to knowledgeable people
to get their answers in that case you
have to conduct your own research you
decide what questions you ask and who
you ask so that is roughly the two types
of market research that we have the
first one is called secondary research
using secondary research sources or what
we commonly also call desk research
because it can be done at your desk
that's simply when you go and consult
journals newspapers statistics and other
documents available on the Internet
existing research that is publicly
available on the other hand for the
questions that we can't answer then we
have what we call primary research
sometimes also called field research
where you have to go out into the field
as it were and ask questions directly
either by phone or through
questionnaires and interviews and
product tests and getting direct
feedback from the people you are asking
so those are the two basic types of
market research secondary research and
primary research now when we're doing
our market study we will always start
with secondary research why do we do
that
well first of all in able zust to
collect existing information so that we
can get an overview of the problem
before we start spending money we can
easily get a feel for the dynamics the
challenges and the current state of
affairs in a specific market so
secondary research uses this already
existing data that has been compiled and
gathered and published by others and
other institutions it includes reports
studies by the government trade
associations or other businesses in your
industry so lots of options for reliable
secondary information so we need to
organize how we're going to collect this
and that's why I've given you the idea
of a funnel because we go from the
broadest approach down to the narrowest
approach so first of all our overall
objective is to become an expert in your
field and as we're going through the
marketing course then we have obviously
first of all talked about the macro
environment the big picture through your
pastel analysis by getting a feel for
all of the external uncontrollable
factors that are going to have an impact
on your business
as we come down to a more narrow
approach then we get into the micro
environment which regards the markets
and the different actors in the market
again uncontrollable factors because
these are external to your company so
we're going to be looking at
market specific information the
structure the statistics the trends
you're going to be probably using
information from trade organizations
Federation's unions and specialized
press that published their data for the
members that are part of that group and
who need the information also you're
going to be looking at competitor
analysis so by looking at press articles
about the competition and also looking
at their internet sites you're going to
be looking at distribution channels
again by consulting either press and
internet sites and you can find a lot of
information already existing about
certain consumer needs consumer behavior
and consumer buying processes through
such sites as the Kay doc observer twice
it at M and tennis surface so all of
these sources are available through the
Learning Center and also through
internet using key search words so this
is the Learning Center toolbar so you
can look for books you can look for
journals you can look for particular
articles and you can look for particular
market reports a very good source of
information is obviously the government
because they are in charge of keeping
the economy dynamic and also for keeping
up-to-date national statistics about
trends and population and then you get
the commercial sector really such as Fe
you get the Center for research for the
conditional devii so that's all about
living conditions ownership of certain
types of products the K doc you get
observe artworks at am set to them as
you know provides consumption loans to
consumers so they have very detailed
information on what consumers spend
their loans on so whether its buying a
new fitted kitchen or a new car or a new
giant TV screen and then there are the
the survey institutions such as cantar
and more specifically in France tennis
so first which are the opinion polls
which also will provide published
information about what people think what
people's attitudes are to certain
subjects and the list could go on and on
there is no lack of information out in
the market for you to go and find so the
advantages of secondary research and
numerous firstly it gives you a quick
understanding of the dynamics of the
market before you spend a single euro
secondly it helps us define the problem
and to understand what we need to do to
be more intelligent with a more refined
solution it is fast and easy because the
data is there so it takes you a couple
of weeks to find and to consolidate and
to analyze it's free or even relatively
cheap because it's information that is
mostly public it can be done at your
desk so you don't have to go out
anywhere you can be sitting there at
midnight doing your research and it's
ideal for small companies that have a
limited budget it does also have some
disadvantages of course the same
information is also available to your
competitors so it's difficult to
differentiate but it depends how good
you are at analyzing the information is
it reliable you know we live in a world
with lots of fake news so you have to
make sure that you use reliable sources
that you get accurate information you
need to check that the information is as
up-to-date as possible and also that it
is relevant to your particular product
to your particular problem or to your
particular geographic location you may
not be able to find exactly what you are
looking for but if that is the case then
there's no problem because that is where
we need to do primary research which
comes after the secondary research and
primary research
is there to answer the questions that
you couldn't find the answer to and in
this case we have to go out into the
field and organize our own research so
this is research that you do yourself or
you may in fact hire somebody to do it
for you either a student a Junior Hunter
please or a research agency but in any
case it involves going directly to a
source such as a customer and asking the
questions directly and collecting the
information directly from the source and
it's there to fill the gaps in your
knowledge as I've said so that you can
specifically ask the questions that you
haven't got answers to so these
questions can be like will the consumer
like my product have I included all of
the features that he wants how does the
consumer choose his product how
important is price how much is he
prepared to pay does he like the brand
name does he understand the brand name
what doesn't he like about my product is
he satisfied when he uses the product
does another product give a better
experience does the consumer understand
my advertising campaign and anyhow how
difficult is this consumer is he typical
and what other behaviors or attitudes
also exist in this market loads of
questions so some of the principle uses
of primary research revolve around
consumer attitudes behaviors and
perceptions regarding your particular
product another one regards your brand
issues so whether the consumer
recognizes your product what
associations he has with it the image
that he has and how he perceives it it's
a good way of testing communication
whether it's understood whether your
slogan has enough impact whether it is
memorable it's a good way of compare
with competitors because you can
actually get a computer get consumers to
manipulate two competing products and to
say directly what they like or dislike
about the products in question a good
way of generating new ideas by hearing
from them what are the problems with
your product would it not good and that
can help you then to find new ideas that
will make it better and then once you've
got the new ideas then you can test the
concepts you can test the names you can
test the packaging again primary
research has its own set of advantages
and disadvantages first of all the
advantages are that it is designed and
executed by your company so that means
you use your own research tools and
methods as you want you get the study
that you want and it enables you to ask
the specific questions that you need to
answer so it's customized to your
particular situation and it provides the
data in the format that you need and
obviously it's up to date in fact it's
brand new and it is owned by you which
means that it is private your
competitors cannot access the
information that you have collected so
it can give you insights which make you
more competitive and more strong
compared to them on the other hand it
does have its disadvantages it is costly
to implement so you may need to ask the
question can you afford to do primary
research it may require the services of
a professional research company which
again imposes a cost and it is slower to
implement because you have to design the
research collect the data analyze it
summarize it and interpret it so what
are the key do's and don'ts regarding
market research well first of all again
as we've seen before it is essential to
reference accurately all of your sources
so that you have
a permanent database that you can refer
to secondly you must use reliable
credible sources to add credibility and
factual information to your findings
make sure you study all relevant markets
so that may mean crossing different
markets and data to get a more accurate
picture and the don'ts well don't only
use blogs and forums because they may
exaggerate certain dissatisfied
customers and they may not give you a
real objective view of what's going on
and be careful with the vocabulary this
is a key mistake secondary research to
help you remember is like second use
second hand so it is secondary because
you are reusing something that exists it
is not second because it is less
important than primary research and it
is not done second in fact it is done
first again on the contrary primary
research is called primary because it is
the first use and its first hand because
you do it primary does not mean that it
is more important and it does not mean
that it is done first so it's important
to remember that secondary and primary
research are complementary to each other
with secondary giving overall
information which is Rea available to
everybody to set the scene and the
primary providing the more specific
information which is not otherwise
available to the company we're going to
be looking in detail about how to do
certain types of primary research if for
now I wish you to watch this video again
about market intelligence and market
research thank you
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