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QUANTITATIVE RESEARCH, TESTS… |  |
Big part of consumer surveys is made in the form of quantitative surveys, i.e. of surveys made on representative samples (under the term of “sample” we understand a selected set of respondents representing certain target groups or the whole population), conducted either in the form of face-to-face interviews of our trained interviewers with respondents, or by telephone calls (from our telephone centre) or in the form of mailing self-completing questionnaires. Prevailing majority of the below mentioned surveys, made face-to-face (except for hall tests), are conducted in respondents’ homes, not in the streets or in other places.
Ultex carry out in this way e.g. consumer surveys, where they measure e.g. awareness about companies and brands, their position on the market, competition, perceiving of image, market potential, purchase and consumer habits, satisfaction and loyalty of customers incl. their needs or requirements. Furthermore, they conduct surveys concerning introduction of new products – new trade names, communications, potential opportunities, and also research in prices and price sensitivity. Analogically, we carry out surveys in the sphere of services. We often conduct also advertising studies (tracking studies, effectivity of advertising campaigns, testing concepts of advertisements and of other promotion materials).
Considerable part of our work is represented by media research – e.g., television or radio stations audience, readership of press titles, readers/listeners profiles, testing contents of journals (what readers like or dislike, what they miss, etc.).
Last, but not least, we conduct consumer tests, tests of products, or of their properties, packages and labels, tasting food products, etc. Some of the above mentioned surveys are not conducted in respondents’ homes or in the streets, but are carried out in the form of in-hall tests, which are conducted on neutral soil and are combined with testing advertisements, products, labels, packages, journals (copy tests) or with other above mentioned research. In cases, where it is technically possible, the tests may be made in respondents’ homes (home tests).
Results obtained in the above types of research can be completed by findings of a qualitative research, described below.
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SAMPLE AND SAMPLING PROCEDURES | |
In each country, the sample is formed in the following way: in each region, the local administrative areas are stratified according to population density in order that a proper representativeness of both rural and urban areas is ensured. Then we systematically select 84 sampling points on the basis of random selection with probability proportional to the density of cars (according to the Register of the GIBDD).
Then in each sampling point, the sampling of households is made by method of random selection of addresses. Motorists’ households are identified on the basis of the first question (if a “main driver” is available in the contacted household) and the interview is conducted with this person. The result of this procedure is a sample correctly representing both the region and the characteristics of the motorists in the given country.
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FIELD WORK AND QUALITY CONTROL | |
Omnibus service MotoBus offers unbiased, reliable and accurate information. We use in each country our own interviewers, trained and working in terms of western criteria. Quality is ensured by our sampling methodology, by the methods of work we use and by severe controls at all levels. The motorist having been identified, he may be so many times visited during the research, until he is personally contacted.
All interviews are made face-to-face on the basis of a structured questionnaire in respondents’ homes. During their work, the interviewers are observing ESOMAR Code of Practice and SIMAR minimum standards. At the end of the interview, each respondent is asked classification questions for analytical purposes.
During each fieldwork, at least 5% of interviewers are accompanied by supervisors. Interviewers are accompanied on their first route and then at least once a half-year. In each survey, at least 20% of interviews are back-checked by telephone or mail.
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REPORT ON PRODUCTS | |
Results for the whole product group are provided in the form of a bound report including printed copies of tables. Short summaries and graphs, which are also included in the report, enable an easy comparison of brands. Each brand is compared with all competing brands in tables, where it is analysed as a function of four demographic criteria. (characteristics of motorists, of their current car, of conurbation and of driver’s habits). These include all spheres of interest covered by the questionnaire. Moreover, several derived functions are presented, such as:
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REPORT ON BRANDS | |
For each brand, there is a separate MotoBrand report available (Report on brands), which offers a detailed analysis of the total result of the brand, and of results compared with every competing brand incl. segmentation based on loyalty to the product, vulnerability, purchase propensity and analysis of future gains or losses.
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PRICE*DYNAMICS© | |
Research of price sensitivity and strategy of sales promotion in one.
Strategic control of important brands is usually guided by information obtained by methods of market research, such as, e.g. sales monitors, research of brand usage or of clients attitude towards brands, advertising tracking, pricing studies, etc.
If limited funds are to be used to guide strategy to maximum effect in local or foreign markets, it is essential that research cover the key aspects of the marketing mix. It should do so in such a form that immediately enables the results to be introduced to marketing and business plans. Such results must be highly applicable and must show the best way how to improve the market position of the brand involved at premium price level. The results must be easy to grasp in order to enable creative approaches of marketing and of advertising specialists. And the method must be sufficiently flexible in order to enable to test and to compare different scenarios.
P*D is a research method, which is designed to meet these requirements. P*D combines evaluation of key decisions areas of pricing and promotional strategy. The research of price is composed of the usual comparison BRAND / PRICE, where we measure flexibility of the brand in question in relation to all its major competitors. Moreover, the modelling aspects of this part of the research add to the basic information about the price sensitivity many strategic views, such as:
Although of vital importance, the price decisions regarding brands should not be taken in isolation, but should be
consistent with the overall marketing and position strategy. E.g., lower or medium market prices may not necessarily benefit in the long term a brand, which already justifies or has potential to justify a premium positioning.
P*D therefore measures key image perceptions of customers for the brand in question in comparison with those for its leading competitors. The image strength of the brand may therefore be reviewed together with the pricing sensitivity information in order to assess the optimum coherent development strategy.
What really makes P*D a powerful strategic tool is the ability to cross analyse the image ratings and the pricing data at the individual respondent level.
This allows valuable explorations to be undertaken, such as:
All these results may immediately be applied in taking decisions in the matter of price strategy, strategy of brand image development and of sales promotion. For expenses comparable with those for a simple product test, P*D provides you with a versatile strategy development model. Used on a multi-country basis, P*D allows you to take full account of local market differences in seeking to maintain a strong international coherence for your brand.
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