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Title: Working with the Clients. Finding Insights. What is


1
Working with the Clients. Finding Insights.
What is Added value in Marketing Research.
  • prepared by
  • Mila Bogomolova

2
MR 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.

3
MR 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.

4
What 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.

5
All 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.

6
The study of Discovery Channel audience in
RussiaMarket research proposal
7
Background 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

8
Background 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

9
General 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

10
Exploration 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

11
Exploration 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
12
Evaluation 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

13
Timing
  • 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
14
Reporting 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
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