Marketing Features or Processes of the Product - Service Or Social Cause Assessment

1. Ask the people you are promoting to 3 questions:

a. what specifically they did and did not they like product, service or social cause. For example, they may not like the prices, missing features, deficiencies with existing product features or service delivery, execution or

b. The reasons why they liked and/ or dislike. What problems they currently face that are not addressed by existing product feati..,, or service deikery, performance. For example, it too complicated, take too long to get things done; failure and pain points.

c. how they would improve the features or processes of the product, service Or social cause. For example new features, service differentiation, additional or complementary products or services to enhance user experience.

2. Collect a minimum of 10 quality responses or until you see at least two repeating responses emerge. 

The above is the primary (field) research you do on which your IMC plan is based. 
Your research should be enhanced with product (service or social cause) review web-searchers. 

Scenario 1 : your segment like almost everything about the product, service or social cause you are promoting. In this case, try your best to ask them for as m specific details on why they like it. Action: change the business strategy of a close competitor (or substitute) specifically in ways to realise or deliver all the great things people really like. This m you create competition for the product or service or social cause you were promoting.

Scenario 2: opposite of scenano 1. Get as much details on why they dislike it. Action: change business strategy to include a few major improvements and develop an IMC strategy communicates these improvements to the two customers segments.

Scenario 3: somewhere between SCenano 1 and 2. mixture of likes and dislikes. Action: improve on product feature or service differentiation or performance or social cause.