[工程科技]day 1 - 3 the start of a project

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1、ResearchTrainingInitialDesignDecisions3.TheStartofaProjectKateBoltonBeijing,8-12July2002CKateBolton06/2002ObjectivesRoleofthebuyerTakingabriefUnderstandingbusinessobjectivesSettingresearchobjectivesTheresearchbuyerResearchAgencyResearchBuyerTheresearchbuyerResearchAgencyResearchBuyerInternalC

2、lients“Weneedtodosomeresearch”“Weneedtodosomeresearch”Why?Whatdoes(should)theresearchbuyerdo?Isitworthdoing?UnderstandhowitwillhelpthebusinessdecisionGaugeimportanceCheckifdataexistsalreadyEvaluatetherequestInvolveallkeyplayers:CommonviewofobjectivesRealisticviewofoutputsAwareofpracticalities

3、ManageexpectationsSetprojectscope&sizeAchievebudgetsign-offChoosinganagencyResearchbuyermatchesneedsofprojectwithagencyoffering:PracticalConsiderationsExpertiseHistory‘ChemistryBeforeyougetstarted….Iftheclienthaswrittenthebrief….ChallengeitBeforeyougetstarted….Iftheclienthaswrittenthebrief….I

4、fyou’vepiecedthebrieftogether….ChallengeitWriteitup&getthemtoconfirmWheredoestheagencystart?“I’dlikeyoutopitchforthisjob”ClientAgency‘WhatdoIneedtoknow?”ExactlyWHYtheresearchisneededWhatOTHERfactorsmayhaveabearingIt’sdifficulttowriteasuccessfulproposalunlessyouknow…..GoodresearchbriefGooddete

5、ctiveworkBriefscomeinallshapes&sizesBriefBriefBriefBrief“Brief”BriefIdeally…..Awrittendocumentwithalltherelevantinformation.Butifnot,it’sYOURresponsibility…a)toworkoutwhatismissing,andb)toaskquestionssothatyoucanfillinthegaps.AgencyBriefingChecklist(i)1.DoYOUunderstandtheBUSINESSOBJECTIVES?CH

6、ECK:Whatdecisionswillbemadeonthebasisoftheresearch?Howimportantarethosedecisions?ASKYOURSELF:Whatbackgrounddoyouneedtoknowabout:-theissue-themarket-theclientExampleBusinessObjectiveToincreaseprofitmarginsonaproduct.Options:PutupthepriceCutcosts:-makeproductionprocessmoreefficient-reducepackag

7、ing&marketingcosts-makewithcheaperingredientsBusinessObjectiveToincreaseprofitmarginsonaproduct-consideringcostcuttingoptionofcheaperingredientsResearchObjective-aninformationneed-expressedassomethingthatcanbemeasuredNeedtotranslatebusinessob