HAYDEN'S CUP OF TEA

After a wonderful weekend in Ireland we all knew to be prepared to work hard when we cameback from our weekend excursion. The Oxfam group had to present their final results and presentation to the company Monday morning and my group, A.C. Nielsen, followed the next day on Tuesday. Over the past two and a half weeks our A.C. Nielsen project group has been collecting data. Within our group we were split into three smaller groups to researchchocolate bars, soft drinks, and gum/mints. I was placed in Group I that was assignedchocolate bars.
At the beginning of the month the A.C. Nielsen project group toured Nielsen and had a meeting with Mark Gillespie, Vice President of BRIEF (another marketing company within Nielsen that specializes in the marketing of new goods.) Within our meeting we were given the task of analyzing the consumer behavior of the purchasing of chocolate bars, soft drinks, and gum/mints. Nielsen proposed to us a theory that had been given to them by a chocolate bar manufacturer and our assignment was to prove if this theory held true or not:
One-Third Theory
- 1/3rd – of consumers know exactly what they want to buy-type of product and brand (for example Snickers).
- 1/3rd - of consumers know what type of product they want to buy, but were not sure about the brand.
- 1/3rd – of consumer were not consciously planning to buy a product at all, but still end up choosing one.
After receiving the project and proposed theory our group returned to the classrooms in our homes and started composing surveys among the three groups. Our surveys all targeted and took into consideration the following guidelines:
–Age
–Gender
–Profession
–Education
–Marital Status
–Place of purchase
–Brand / Non-brand buyer
–Frequent / Infrequent buyer
After each of our groups compiled our own surveys to address the needs of specific individual products we hit the streets of Oxford and surveyed 600 people all together. Each group surveyed 200 people and tried to keep the male/female ratio the exact same. After interviewing consumers in Oxford for about a week our next tasks was to compile our data into a power point presentation and reveal our results.

My group that researched the behavior of consumers buying chocolate found that almost 50% of people buy chocolate simply on impulse and the other 50% plan on buying chocolate when they enter a store. We further more broke down the percentages for A.C. Nielsen in our presentation.
In our presentation we went beyond explaining our results compared to the 1/3rd Theory. We also analyzed the shopping locations of different age groups, buying behavior of married vs. single persons, and the clientele of consumers (who they are buying the chocolate for). We concluded the power point with suggestions of filling white spaces for chocolate bars for the elderly along with more vending machines since only 3% of the consumers surveyed purchased a chocolate bar at a vending machine.
Before arriving to A.C. Nielsen in the taxis all of us were quite nervous to present our results to A.C. Nielsen.. naturally. We were all thinking oh my goodness they already know all that we are going to tell them (being one of the largest marketing research companies in the world) and only a few people will show up. However, we were pleasantly proven wrong. Upon entering the presentation room and after hooking up our computers, many employees of A.C. Nielsen started to fill the room. There were at least 20 staff members there that work under Mark Gillespie. Personally I am not the biggest fan of public speaking and I just happened to be the one presenting our chocolate research, but I was really surprised how easy it was to talk to them. The staff was very interested, nodding their heads agreeing, following along in our booklets we provided for them, and just very relaxed. The presentation went very well and we felt very confident about what we had to offer and present to them.

I cannot begin to tell you how awesome of an opportunity this was to enter a successful marketing company and do hands on research, especially abroad. You just cannot get that kind of practice anywhere and I was quite nervous about presenting but now that I think back…. it was the best kind of practice I could have asked for. I can now put this presentation and research in my portfolio along with studying abroad on my resume. I am so thankful to have had this opportunity to study abroad and I know for a fact that this will not only be a once in a lifetime experience but also an experience that will benefit my career and knowledge of international business in years to come.






decided to head back toward the side of town we had first stopped in. The lady at Jo’s had recommended we go to a restaurant called Fishy Fishy if we really wanted to experience Kinsale’s well known gourmet seafood.



up having a romantic ride with just guys.) But as I was saying it is a great great way to see Venice and all the canals. They even let you get up and steer! If you don't take a gondola ride its pretty much the same as going to Paris and not going to the Eiffel Tower. Its a must!

were so hot they turned it as low as it could go. After showering we went to a Pizzeria for lunch and then headed back to the train station and purchased our night train tickets to Venice for Saturday. By that time we were all anxious to see Rome. Our first stop were the Spanish Steps, famously known by numerous films, but by especially one of my all time favorites Roman Holiday



speak English standing next to me. One came up to the rail with a smile on his face and said “Maximus” and tilted his thumb sideways.. waited a few seconds and then gave the thumbs up and just turned and laughed at me. It was pretty funny considering that we couldn’t talk to each other but we both knew exactly what he was reenacting. The Coliseum was one of my favorite parts of my whole trip so far. The rest of the day we toured another famous chapel that held the chains of Peter and the statue of Moses by Michael Angelo. After we made another stop for yes MORE GILATO. (There is just no such thing a too much gilato!)





