Title: Working with the Clients. Finding Insights. What is
1Working with the Clients. Finding Insights.
What is Added value in Marketing Research.
- prepared by
- Mila Bogomolova
2MR Make clear decision with real information
- Global Market Research turnover was US 26
billion in 2007. - Over 68 of the global Market Research turnover
is generated in top five markets USA, UK,
France, Germany and Japan. - China recorded net growth of almost 25 and will
be pushing for a top 5 ranking to six years. - Research market in Russia is steadily growing
after the crisis in 1998 when it fell down
significantly. In the year 2007 the market volume
was equal to 270 mln. - Yearly market growth for last 5-6 years may be
estimated at the level of 30-35. The extensive
growth of the market size is accompanied with the
growth of professional level, both on agency and
clients side.
3MR Make clear decision with real information
- Most market volume is provided by big
international FMCG companies but the share of
Russian clients is steadily growing and they are
starting to pay more and more important part in
the turnover of research organisations. - The professional level and the level of demands
of Russian clients is growing though the
qualification of international clients is much
higher. - Most clients and suppliers are located in Moscow
(85 90 of total market volume) but the
importance of clients from other Russian regions
is growing. - The competition in the industry is quite strong.
- As the market research industry is quite new in
Russia (about 15 years old) the research market
is still not segmented by business area, almost
all agencies do not have a specialization.
4What is significant for the research industry in
the Russia?
- Increase of budgets and qualification of domestic
clients. - Increase of ratio of studies outside FMCG (e.g.,
financial services, insurance, retail,
automotive, real estate) as a result of economy
growth and active development of these sectors. - More international research networks will enter
the market through starting new companies or
acquiring existing ones. - The fieldwork will become more and more hard to
organized. This is connected with decrease of
response rates and increasing problems with
hiring good interviewers. - Small and medium sized agencies will try to find
areas of specialization (by business sector,
methodology or deeper understanding of problems
of their clients) while big FMCG budgets will
concentrate among the leading agencies.
5All Research Methods
- Telephone Surveys The best method for collecting
reliable statistical data. We use our own CATI
system (a call center) with 54 stations. This
allows for maximum efficiency in telephone
surveys across Russia. - Hall Tests Testing variants (products, design,
concept, etc.). We constantly use this method
because our clients business requires constant
testing of new developments. - Home Surveys An expensive method, but,
oftentimes, the volume and specifics of the
research goals requires it to be used. We do home
surveys across Russia and CIS, but, when
possible, recommend cheaper and more effective
methods to our clients (telephone surveys, hall
tests) - Street Surveys We usually do not recommend this
method, despite its cheapness. However, there are
situations when a street survey is the most
adequate for your task (for example, when a rough
estimate is needed ASAP, on a low budget) - Mystery Shopping. Helps evaluate the level of
service provided to the consumer, and, when
regularly used, can be a good instrument for
further motivation for a retailers sales staff - Standard Qualitative Methods Focus groups
(simple, mini, creative, conflict, etc.),
diads, depth interviews. The best method for
receiving in-depth information and developing
hypotheses for a companys marketing goals. These
methods are quite effective, with a good balance
of term, budget, and volume of information
received. - Special Ethnographic Qualitative Methods
(observation, immersion, home visits, etc.) A
good method for immersion into the consumers
real life, which allows us to receive and
visualize valid information on the role of
products and brands in the lives of consumers, as
well as to check and develop insights.
6The study of Discovery Channel audience in
RussiaMarket research proposal
7Background and objectives
- Background
- Discovery Communications is the number-one non
fiction media company reaching more than 1.5
billion cumulative subscribers in over 170
countries - Discovery Channel, Animal Planet, Discovery
Civilisation, Discovery Science and Travel and
Living are available to 10.5 million cumulative
households in Russia through NCN, UCN, NTV Plus
and other smaller operators - Discovery Channel alone reaches over 4m subs in
Russia. It has around 1m subs in St. Petersburg
and is currently extending its distribution to
social tier cable subscribers in Moscow, which
will increase our audience in this city from 0.5m
to 1.5m subs by 2008 - DC has plans to launch a separate channel feed
for Russia and introduce advertising sales by the
end of 2007, moving away from an affiliate-based
business model - The market research is required to help optimise
and localise the DC schedule in line with the
viewing habits and preferences of the Russian
audience, increase local feel and personality of
the channel and programme branding and maximise
the effectiveness of marketing campaigns
8Background and objectives
- Main Objectives
- To gain a thorough understanding of current and
potential audiences of DC in Russia and how the
media generally, as well as factual television
and DC programmes fit around their daily routines - To explore associations of current and potential
viewers with the DC brand as well as with other
media brands. - Specific objectives
- Daily habits - when, where, how and why different
media content is used at different times - Drivers/deterrents to watch non fictional
television - types of programmes, presenters,
elements and tone they would like to see - Usage of multichannel TV what are the reasons
for subscribing to pay-TV platforms and what are
the barriers for taking up pay-TV - DC brand associations perceptions of DC and of
our key content types (popular science, history,
engineering, etc.) and flagship programmes - Suitability of translation/language and voices
used to present DC in Russian, compared to other
local and international channels strengths of
dubbing versus subtitling - What media brands are part of their lives and
what do they stand for differentiation of DC
from competitors and key characteristics of the
media environment we can offer to prospective
advertisers
9General research design
- EXPLORATION STAGE
- Objectives
- Consumers motivations
- DC brand perceptions
- Hypotheses for quantitative stage
- Method
- - Focus groups preceded by diaries
- EVALUATION STAGE
- Objectives
- Media behaviour of consumers
- Image of DC and competitor brands
- Verification of hypotheses from exploration
stage - Method
- - Face-to-face in-home interviews
10Exploration stage, methodology
- Method
- Focus groups
- 6-8 participants
- 2-2.5 hours length
- Each participant fills media usage diary during a
week prior to attending a group - Geographical coverage
- Moscow and St Petersburg
- Target group
- Males and females aged 20 39
- White collars/ students
- Within top 30 by income
- Regularly watch factual TV programs
- Pay TV subscribers
- Know Discovery Channel
- Actual and potential DC audience
- Loyal DC audience watch DC at least twice a
week
11Exploration stage, Research composition
- NUMBER AND STRUCTURE OF GROUPS
- The following group structure is suggested
- In total 10 FGD will be carried out (5 FGDs per
city)
of group Location Gender Age Consumer behaviour
1 Moscow Male 25-32 Loyal DC audience
2 Moscow Male 33-39 Loyal DC audience
3 St Petersburg Male 25-32 Loyal DC audience
4 St Petersburg Male 33-39 Loyal DC audience
5 Moscow Male 25-32 Potential DC audience
6 St Petersburg Male 33-39 Potential DC audience
7 Moscow Female 25-39 Loyal DC audience
8 St Petersburg Female 25-39 Potential DC audience
9 Moscow Mixed 20-24 Potential DC audience
10 St Petersburg Mixed 20-24 Loyal DC audience
12Evaluation stage, Methodology and research
composition
- Method
- Face-to-face in-home interviews
- Walk random sample
- Paperpencil approach
- Interview length is 30 minutes
- Nearest birthday method to select respondents
within households - Geographical coverage
- Moscow
- Target group and sample size
- The sample will include two subsample
- Main sample (500 interviews)
- Males and females aged 20 54
- Boost sample (100 interviews)
- Males aged 25-39, white collars, top 30 of
population by income - Total sample size will be 600 interviews
13Timing
- Total project timing is 10 weeks
Weeks 1 2 3 4 5 6 7 8 9 10
Project set-up
Recruitment for FGDs
Fieldwork (FGDs)
Report (FGDs)
Questionnaire (survey)
Fieldwork (survey)
Data entry and data processing (survey)
Final delivery of results
14Reporting and budget
- DELIVERIES
- Detailed analytical report (for FGDs)
- DVD tapes of FGDs (in Russian and with
simultaneous translation into English) - Data file in SPSS with English labels (for
survey) - Crosstables in Excel (for survey)
- BUDGET
- PAYMENT TERMS
- Budget is shown in USD
- In case of payment in Russia 18 VAT will be
added to the price and fixed exchange rate of 27
RUR / USD will be applied
Costs, USD
Exploration stage (10 FGDs with diaries) 21000
Simultaneous translation of FGDs 2000
Evaluation stage (600 f2f interviews in Moscow) 14400