1. President
1.1. Marketing Research Director
2. Language
2.1. 1. Statistics and analitycs 2. Storytelling 3. Communication 4. Research
3. Goverment
3.1. Foreign Relations
3.1.1. 1. Brief and proposal 2. Questionnaire 3. Fieldwork
3.2. Internal Relations
3.2.1. 4. Data analysis 5. Analysis 6. Insights generating 7. Report
4. Symbols
4.1. - Presentations - Dashboards - Motion graphics - 3D Modeling - Video summaries - Illustrations
5. History
5.1. - American psychologist - Daniel Startch - Painted cars - FORD - GFK+Nielsen
6. Location
6.1. Capital
6.1.1. Business World
6.2. Cities
6.2.1. 1. Brand research 2. Campaogn effectiveness 3. Competitor research 4. Consumer research 5. Product development 6. Usability testing
7. Culture and Beliefs
7.1. 1. What? - 85% of our people are satisfied with their level of life 2. So what? - Does it mean that our people happy or not? 3. What now? - How to make them happier?
8. Economy
8.1. Quantitative
8.1.1. 1. CATI/CAWI 2. Questionnaire 3. Systematic observation
8.1.1.1. Pros
8.1.1.1.1. - Less time intensive - Easy to administer - Data is anonymous
8.1.1.2. Cons
8.1.1.2.1. - Misunderstand meaning of questions - Missing data - Research is not carried out in their normal enviroment
8.2. Qualitative
8.2.1. 1. Focus group 2. Interviews 3. Netnography 4. Observation 5. Visual research
8.2.1.1. Pros
8.2.1.1.1. - Flexibility - Encourage discussion - Explores attitudes and behaviour in-depth
8.2.1.2. Cons
8.2.1.2.1. - Limited sample size - Skilled moderator needed - Lack of privacy
9. Happy nation
9.1. 1. Basic requirements = expectations: people are ensured with needs 2. Performance requirements = more than expected: people are ensured with wants 3. Entushiasm requirements = !WOW!: people are ensured with high desires
9.1.1. Shopping Habits
9.1.1.1. 1. Trigger 2. Active evaluation 3. Purchase 4. Postpurchase experience