Case Study II - IT - GN

1.
Design a Global market listening exercise (market data collection) for mapping the
consumer preference (customers, opinion leaders and general public).
ANS: understanding the customer is the key to a successful business. Big data, user
analytics, and dashboards can tell you what people do at scale, but only research can tell you
what they’re thinking and why they do what they do. For example, analytics can tell you that
customers leave when they reach your pricing page, but only research can explain why. There
are various methods by virtue of which this can done in the current tech savvy era.
Basic and essential marketing research can be done via four ways are surveys, interviews,
focus groups and observations.
1. Surveys: Surveys ask users a short series of open- or closed-ended questions, which can
be delivered as an on-screen questionnaire or via email. These are inexpensive and easy
to conduct all while being able to collect a lot of data.
2. Interviews: these are termed as the most insightful. These ate basically one-on-one
conversations with members of the target market. Nothing beats a face-to-face interview
for diving deep (and reading non-verbal cues), but if an in-person meeting isn’t possible,
video conferencing is a solid second choice. Regardless of how it is conducted, any type
of in-depth interview will produce big benefits in understanding your target market and
customers.
3. Observation: During a customer observation session, someone from the brand or company
will take notes while they observe someone accessing or engaging with the content.
4. Focus groups: these are the most expensive and also the most dangerous. This is because
of the skewed results possible. Dominance bias (when a forceful participant influences the
group) and moderator style bias (when different moderator personalities bring about
different results in the same study) are two of the many ways your focus group data could
get skewed
Global market data collection strategy for Edward Boehm’s sculptures

People with a fascination for wildlife and birds, rich patrons, ornithologists, Collectors, and
fauna and flora lovers are the general category of those who have an interest in Boehm
porcelain. So to know the market, it would work if we were to apply both traditional and
modern methods to groups/pages where people with that thought come together. Here exists
a number of such groups on Facebook and other platforms where people with similar liking
come together
we can apply traditional methods here but via new means, for example have an online
interview, surveys via Google forms, online observation of consumers in virtual worlds such
as Second Life, or social media discussion forums.
A survey can be utilized by virtue of use of which customer preferences can be understood
easily. A survey can include the These questions can go deeper and hence help
uncover psychographic segmentation details that help learn about the interests, attitudes,
and needs of the customers. Examples of these questions include:
 What are your hobbies and interests?

 Where do you spend your free time?
 What are your biggest challenges?
 What are your primary goals?
 What is most important to you?
 Where do you go for information?
 How do you like to make purchases?
These surveys can be made into a google form which can then be put up on the company’s
own website so that the customers will be able to access it. Such surveys can also be put
up on face group pages and groups whose interests reflect a special presence of love and
appreciation of art, flora and fauna. Also groups that exist for appreciators and collectors
of antiques are groups that are part of the target market of Boehm sculptures so these
surveys can be made available to them which will help the company develop a stronger
understanding of the customer base.
Interviews of potential consumers can also be done so as to map consumer preferences.

The protocol for the interview must be such that the participants are made aware that
Participation in the interview in voluntary and the interview has the right to withdraw at any
time. Present the interviewee with the consent form, review the terms and answer any questions
before they sign. Also Provide a copy of the consent for the interview’s record. Review the
interview procedures and obtain permission to audio record the interview. Inform the
interviewee that the interview transcripts will be emailed to them for review and confirmation
of their responses to ensure that their responses were captured accurately. Listen attentively,
take notes, observe them at work. The following are standard questions that should be asked to
customers.
2. The objectives of the Boehm couple was “to make the world aware of Mr. Boehm’s
artistic talent, to help world wildlife causes by creating appreciation and protection for
threatened species, and to build a continuing business that could make them comfortably
wealthy.”
BUSINESS OBJECTIVE SOCIAL MEDIA GOAL METRIC
Grow the brand Awareness Followers and shares
Comments, likes, reposting

Turn customers into
Engagements and sharing etc.
advocates
Conversions Website clicks, email
Drive leads and sales signups etc.
Testimonials, social media

Improve customer retention Consumer sentiment, average response
time etc.
FACEBOOK:
Facebook provides many tools for businesses to utilize and to create a more social shopping
experience, one of which is the Facebook wall, where consumers can interact with each other
and the brand about product information or other related topics (Harris & Dennis, 2011).
Another tool is the ability to upload photos where fans can see pictures of products or share
photos of consumers using the products. Consumers may also purchase items through
Facebook by being directed to a company website or directly asking for products on the site.
The Boehm group can have separate Facebook pages for each of its product categories. This
includes their collectibles, their vintage collections, a separate page for their floral collection
and one for those of fauna and a special other page for more expensive and exclusive sculpture.
The brand can have a dedicated page for specific product ranges. The former shows that the
brand doesn’t solely focus on its new pieces, but also on its most famous antique fauna pieces.
And the latter demonstrates their recognition of the subtle differences between their daily
pieces and their more exclusive, expensive pieces which have higher price range.
Boehm Inc. can include and market a lot through their multiple pieces that are owned or
displayed at the various museums. This would create a more engagement via comments and
likes. (With that said, much of the engagement with these posts will be in the form of customer
service queries and opinions on Boehm as a brand, rather than with the creative itself). Statues
created following the passing of Mr. Boehm were owned by people like Mikhail Gorbachev,
Queen Elizabeth II and Pope John Paul II, these acts can be highlighted via the pages and
utilized to grow the brand’s goodwill
The brand can get better by keeping things consistent. By highlighting its patrons, including
Edward Boehm and Helen Boehm, and museums they are a part of, the brand can send a
message that fans’ focus should be drawn toward the people that make it what it is.
 Boosted posts – posts on Facebook, Twitter or Instagram can be promoted to people

who don’t follow the account.
 Native ads – adverts that blend in with regular updates on the timeline. Typically
these adverts are single image or video but can be a variety of different ad formats on
Facebook. For example, Facebook supports multiple images in carousel or collection
ads, which make it easier to showcase a range of products.such ads can be used so as to
showcase the collections
 In-stream video ads – 5-15 second video adverts that play before the beginning of a
video on youtube, these can be used to enhance the heritage of the company by showing
short facts on the company, its founders etc.
 Story ads – adverts that are placed between people’s stories on Instagram or Facebook
can be used such that they direct the customer to the website directly.
Using and making a “chatbot” with a virtual persona modelled around someone like the late
owner can be used to enhance the business. As a collectibles brand, Boehm Inc. naturally has
a huge team of famous patrons. The brand can directly ask to be endorsed by the various
museums they are displayed at.
On Instagram the following are almost zero amount methods by which presence can be
established. The following will also aid in increasing the awareness regarding the artistic
aspects of the brand and artist. On Instagram both original and other content maybe used:
Original content
 Photos of finished art

 Works in Progress (WIPs)
 Videos of artworks
 Video or photo walkthrough of the studio or workspace
 Photos of exhibitions
 How-to’s or tutorials
OTHER CONTENT
 Artworks by other artists,

 Art-related blog posts,
 News that affects the porcelain industry
While all these are ways by virtue of which both profit and goodwill of the company can be
increased there is another vision that deserves to fulfilled, to help world wildlife causes by
creating appreciation and protection for threatened species, the pages and accounts of
Boehm Inc. can be designed such that it has an ever-changing theme per week where the
colours etc. used are relevant to a particular endangered species. There can also be
provisions where the visitors of the account can be directed to pages where they can choose
to donate to causes that work for the safeguard of these species.
Submitted by
GOURI N
BBA LLB
Roll No:15

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1.

Global market data collection strategy for Edward Boehm’s sculptures

 What are your hobbies and interests?

Interviews of potential consumers can also be done so as to map consumer preferences.

BUSINESS OBJECTIVE SOCIAL MEDIA GOAL METRIC

Grow the brand Awareness Followers and shares

Comments, likes, reposting

Testimonials, social media

 Boosted posts – posts on Facebook, Twitter or Instagram can be promoted to people

 Photos of finished art

 Artworks by other artists,

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