Marketing research April 2026

Description

Marketing Research

Apr 2026 Examination

 

 

Q1. Anvita Consumer Products, a major FMCG company, has accumulated large mobile and social datasets and plans to launch a personalised-offers pilot through its mobile app. The marketing team is creative but inexperienced in big-data segmentation, the analytics team is technically strong but reluctant to collaborate with marketing, and the IT team is overloaded with platform-integration tasks.

With strong time-to-market pressures as competitors launch similar personalisation campaigns, propose the most effective approach for coordinating marketing, analytics, and IT teams to deploy the personalised mobile-app campaign. Discuss the expected short-term and medium-term performance indicators that should be tracked to monitor progress. (10 Marks)

Ans 1.

Introduction

Anvita Consumer Products stands at a critical moment where data abundance meets execution pressure. The company has access to rich mobile and social datasets and a clear strategic intent to launch personalised offers through its mobile app. However, organisational silos threaten speed and quality. Marketing brings creativity but lacks analytical depth, analytics holds technical expertise but remains disconnected from campaign realities, and IT is stretched by integration demands. In a market where competitors are already deploying personalisation engines, delays translate directly into lost customers

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Q2. CitizenSafe NCR, a consumer-rights NGO, ran a successful local advertising and street campaign exposing retailers selling expired FMCG products and overcharging. While the campaign led to improved compliance in several shops, it also triggered threats and backlash from some retailers. The NGO now aims to scale the initiative nationally using mobile apps, social-media surveys, in-app complaint forms, and real- time reporting. Key concerns include biased self-selected samples, protecting complainants’ privacy, risks of wrongful allegations, potential legal retaliation, and sustaining public credibility.

Assess CitizenSafe NCR’s plan to scale its consumer-protection campaign through digital channels. Critically examine ethical, sampling, legal, and reputation risks relative to the potential benefits; recommend safeguards, verification protocols, and measurement approaches; and propose a scalable, ethically sound stakeholder- engagement and impact-evaluation framework  (10 Marks)

Ans 2.

Introduction

CitizenSafe NCR’s local campaign proved that consumer activism, when visible and persistent, can push retailers toward better compliance. Encouraged by this success, the organisation now plans to expand nationally using digital tools such as mobile apps, social surveys, and real-time reporting systems. While this strategy promises scale, speed, and broader citizen participation, it also introduces serious risks related to data bias, privacy breaches, legal exposure, and public trust erosion. Unlike street campaigns, digital initiatives operate in permanent, searchable spaces where mistakes can spread rapidly and reputations can be damaged

 

Q3(A). The Curry Collective, a pan-Indian restaurant chain is planning a new national advertising campaign across TV, print, and online platforms to launch a fast-casual dining concept aimed at urban young adults. The marketing director wants evidence- based validation of ad creatives and channel allocation before national rollout and a robust post-launch evaluation to measure recall, persuasion and sales lift. The organisation has access to readership and media-audience databases, an in-house research team, and a small budget for external copy testing. They must balance predictive pre-test measures with in-market post-test verification, and ensure learnings feed into creative optimisation quickly.

Create a Pre-Test And Post-Test Advertising Research Model for a national ad campaign across TV, print and digital channels, integrating consumer jury, rating scales, portfolio testing, NRS/IRS-style media reach data and online analytics. Describe the sampling strategy, metrics, interpretation rules and a timeline for decision-making to optimize ad creative and media mix? (5 Marks)

Ans 3a.

Introduction

The Curry Collective’s national launch requires advertising decisions that are both creative and scientifically grounded. With high media investments across TV, print, and digital platforms, relying on intuition alone can lead to costly misalignment. A structured pre-test and post-test research model allows the brand to evaluate creative effectiveness, optimise channel allocation, and validate market response. By combining traditional copy testing methods with modern digital analytics and media reach databases, the organisation can reduce uncertainty and ensure that learning from the market feeds back quickly into campaign

 

Q3(B). NovaWear, a consumer-technology firm offering fitness and health-focused smartwatches intends to develop an innovative wearable device but recognises that customers cannot easily articulate breakthrough needs. Senior management requests an NPD research framework that fosters creative product concepts while ensuring market viability. The organisation can run focus groups, mobile micro-surveys, in-app usage telemetry, and small-scale test markets. Budgets are constrained and time-to- market is critical. The firm needs an approach that synthesises qualitative exploration, big-data insight, prototype testing and sales forecasting to guide product feature trade- offs and final launch decisions.

Design a New Product Development (NPD) Research Framework that balances creative insight and data-driven validation for a tech consumer product. Include exploratory ideation methods, voice-of-customer integration, rapid prototyping test stages, sample designs for qualitative and quantitative tests, decision gates, and go/no-go criteria to minimise commercial failure risk? (5 Marks)

Ans 3b.

Introduction

NovaWear’s ambition to introduce an innovative smartwatch requires a research framework that encourages creativity while controlling market risk. Since consumers often struggle to articulate latent needs, relying solely on surveys can limit breakthrough innovation. At the same time, budget constraints and fast timelines demand disciplined validation. By integrating qualitative exploration, behavioural data, rapid prototyping, and