Ultex Market Research

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 self-completing on-line questionnaires.

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).

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.

FIELD WORK AND QUALITY CONTROL

Quality is ensured by our sampling methodology, by the methods of work we use and by severe controls at all levels.

All interviews are made on the basis of a structured questionnaire. 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.

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.

REPORT ON BRANDS

For each brand, there is a separate 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.

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.