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WELCOME TO WORLD OF MARKET RESEARCH
| In this introduction, we hope to provide you with a comprehensive overview of the responsibilities associated with market research assignments, daily merchandising tasks and promotional activities. |
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| Mystery Shoppers are valuable assets to companies that need to know how their customers perceive them. The responsibility of a Mystery Shopper requires posing as a regular customer to evaluate a particular company’s service and/or product standards. Every business has a unique mystery shopper program with its own requirements and scenarios. When you accept an assignment to perform a mystery shop, it is important that you read and follow the guidelines carefully to avoid invalidation. On occasion, you will be required to make a purchase to measure the time it takes to complete the sale and/or to make observations of how employees perform on register transactions. Before agreeing to accept an assignment that requires a purchase, always research or inquire about reimbursement procedures. Some scenarios ask that you return the product, which then becomes part two of your assignment. Uploading or faxing receipts, as proof of your visit is also a common practice, so keep them secured. Upon completing a visit, you will be instructed to submit your results online and to provide the information you have gathered. In addition to “yes” or “no” answers, most online surveys require a short or long narrative of your overall experience. Documenting your feedback accurately is crucial. Therefore, a good memory and solid writing skills are required to participate in any market research program. |  |
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| Independent, third-party Retail Auditors help provide business entities with objective assessments regarding product standards. As a Retail Auditor, your primary responsibility is to arrive at an assigned location to collect data, such as product prices, inventory and/or product placements. Before performing the assignment, you must feel comfortable announcing yourself to management or senior employees to obtain authorization. Auditors may also be required to take pictures of each location’s interior, exterior and/or POP (point of purchase) materials. When visiting retail locations to perform audits, always dress in professional attire and demonstrate intelligence. Never compromise your integrity by discussing the data you have collected with staff members unless you are instructed to do so. At times, you may be asked to perform a mystery shop, then reveal yourself as an Auditor. In this case, simply proceed to collect data according to your instructions. Upon completing a visit, you will be required to submit your results online, upload your acquired images and disclose the information you have gathered. |  |
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PROMOTIONAL & RETAIL SUPPLY CHAIN MERCHANDISER
| Merchandisers provide support to manufacturers, vendors and wholesalers by making products available to consumers. As part of their job responsibilities, merchandisers are required to stock replenishment products and assemble pop-up displays. You may also be asked to communicate with retailers regarding product placement, pricing and promotions.
Training is commonly provided to Merchandisers so that they can perform their assignments independently or as part of a team. Assignments can be as simple as placing promotional stickers on items, or as complexed as building large pop-up displays. Other merchandising tasks include restocking, resetting or reshuffling an existing fixture according to a plan-o-gram. Upon completion of an assignment, Merchandisers are required to submit information, such as inventory, re-orders and returns data, to the manufacturer via the Internet, phone or fax. | .jpg) |
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BRAND AMBASSADOR / EVENT MARKETING
First, Brand Ambassadors must feel comfortable interacting and communicating effectively with consumers. Hired Brand Ambassadors are also required to attend mandatory training sessions to gain solid working knowledge of a client’s product or services before delivering the client’s message with passion. To drive sales, Brand Ambassadors perform product sampling and/or demonstrations to create positive, long-lasting impressions with a client’s target consumers. Whether on- or off-site, a Brand Ambassador’s main objective is to create a point-of-sale by engaging qualified buyers with the client’s products or services. Business entities expect Brand Ambassadors to implement and execute their programs flawlessly. Additional responsibilities may include the set up and break down of event materials, gathering information from patrons, providing a written or oral summary of the event and processing paperwork.
For event marketing and promotions, Brand Ambassadors are recruited to create brand awareness. There are a number of characteristics, skills and abilities that a Brand Ambassador must possess in order represent a client successfully.
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Online surveys are another valuable market research tool that business entities use to gather feedback about their products or services. Survey findings can influence important decisions about and/or necessary changes to a particular product or service.
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