WEBVTT

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Strategy: Clarify Actions And Outcomes
/ Probe for the actions taken.

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Job Task: Monitor market trends
that influence product sales

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Question: Describe a time
when you did market research

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that was a meaningful
influence on product sales?

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If you could, describe a time
when you did market research

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that was a meaningful
influence on product sales?

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Well, we had the assignment of developing a
marketing plan for a major staffing firm.

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They were losing market share like crazy.
I mean it was a disaster waiting to happen.

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Our solution was to combine Quantitative
and Qualitative approaches.

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First, we collected the public information
on the industry, competitors,

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customer demographics, things like that.

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Essentially we hired a researcher to
do nothing but look for information

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in government reports, trade
magazines, newspapers and so forth.

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Then, we did a survey of current
customers to identify their major issues

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and compiled all of that information.

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The quantitative research
involved focus groups

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with people who didn't
know who our client was.

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Our focus group questions
came from the customer survey

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and uncovered some important
dynamics in the industry.

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Well, I compiled the results and
submitted them to the team.

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Then, we developed the concept around
the phrase "Right Now, Right!"

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The resulting marketing campaign
involved the whole company.

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It showed an immediate 2%
increase in market share,

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with a projected longterm increase of 5%.