Mind mapping

Challenge and Selection:

Mind mapping is the handy tool which I have to use almost every day in my work as a market  researcher and consultant. Mind mapping is a method of identifying trends and make sense of them  to drive the useful insights. As a researcher I have to deal with lot of data and try to identify patterns  and try to gather useful insights. Sometime data is in abundance and makes perfect sense but  sometime its just a mess and nothing comes out of it. Recently I was working on a project for a  global client and they came up with a problem of increasing the market size of a particular  geography in which they were having 87% market share in that particular product segment. As they  already were the market leaders so they were concerned about the increasing the market size not  the market share. They provided us with their internal sales data for that geography and also  provided the market search reports which contained all the demographic information of population,  consumer behaviour data, when where and how they use the product, their preferences and  purchasing habits etc.

Application:

There was lot of data and it was looking like a mess and in the start was looking of no use to us. Now  what I started to do there is starting segregating the data given by them in different categories. I  segregated the sales data according to geography. Demographic data was already segregated into  gender, age group and occupation of the population. I segregated the Consumer behaviour towards  the application of the product data according to geography. I kept all the data side by side on my  screen and kept on making different combinations of data to see them together and tried to find  correlation and understand the patterns. With hours of data crunching and brain storming we came  with a list of different ideas which can be used to increase the market size of that particular  geography.

Insights and Approach:

Now things became interesting. There was only one way to increase the market size of a geography  and that is to increase the consumption in that particular geography. To do that there are different  methods like:

1. Increase the application of the product by introducing new applications of using it  2. Increasing the size of bottle caps to increase the consumption  3. Introduce new variants to add new customers  4. Introduce small packages to add new customers which does not use it more often and need

it in less quantity

5. One conventional way is through campaigns and advertisement

But in the geography we were working on we can’t use a single solution for the whole geography as  the data insights said. We found out that in the northern part people us the product once or twice a  week so there we suggested to introduce the applications of the product so that they consumer  more. In the south the product was advertised using a male actor but the product is mostly used by  the female. So we suggested to advertise using female actor which would influence the actual buyer  of the product.

In the rest of the part company decided to introduce new variants by understanding the customer  needs from market research. This is how using mind mapping helped me in solving a problem which

could have become a mess otherwise. Although I used mind mapping next time I will add some more  visualisation tools to make things more clear and easy to understand which could reduce the time  we spend and improve our efficiency.


Mind mapping Challenge and Selection : Mind mapping is the handy tool which I have to use almost every day in my work as a market researcher and consultant . Mind mapping is a method of identifying trends and make sense of them to drive the useful insights . As a researcher I have to deal with lot of data and try to identify patterns and try to gather useful insights . Sometime data is in abundance and makes perfect sense but sometime its just a mess and nothing comes out of it . Recently I was working on a project for a global client and they came up with a problem of increasing the market size of a particular geography in which they were having 87 % market share in that particular product segment . As they already were the market leaders so they were concerned about the increasing the market size not the market share . They provided us with their internal sales data for that geography and also provided the market search reports which contained all the demographic information of population , consumer behaviour data , when where and how they use the product , their preferences and purchasing habits etc . Application : There was lot of data and it was looking like a mess and in the start was looking of no use to us . Now what I started to do there is starting segregating the data given by them in different categories . I segregated the sales data according to geography . Demographic data was already segregated into gender , age group and occupation of the population . I segregated the Consumer behaviour towards the application of the product data according to geography . I kept all the data side by side on my screen and kept on making different combinations of data to see them together and tried to find correlation and understand the patterns . With hours of data crunching and brain storming we came with a list of different ideas which can be used to increase the market size of that particular geography . Insights and Approach : Now things became interesting . There was only one way to increase the market size of a geography and that is to increase the consumption in that particular geography . To do that there are different methods like : 1 . Increase the application of the product by introducing new applications of using it 2 . Increasing the size of bottle caps to increase the consumption 3 . Introduce new variants to add new customers 4 . Introduce small packages to add new customers which does not use it more often and need it in less quantity 5 . One conventional way is through campaigns and advertisement But in the geography we were working on we ca n’t use a single solution for the whole geography as the data insights said . We found out that in the northern part people us the product once or twice a week so there we suggested to introduce the applications of the product so that they consumer more . In the south the product was advertised using a male actor but the product is mostly used by the female . So we suggested to advertise using female actor which would influence the actual buyer of the product . In the rest of the part company decided to introduce new variants by understanding the customer needs from market research . This is how using mind mapping helped me in solving a problem which could have become a mess otherwise . Although I used mind mapping next time I will add some more visualisation tools to make things more clear and easy to understand which could reduce the time we spend and improve our efficiency .