Quantitative

  • Household Survey
  • Central Location Survey
  • Street Intercept
  • Mystery Shopper
  • B2B

 

 

 

 

 

 

                Brand Equity Research

  • Brand equity research measures the breadth, reach, and depth of brand power and awareness for product, consumer, B2B, and corporate brand identity in your target markets.   We use both standard and custom tailored brand equity survey measurements
  • Brand equity research studies that our firm designs and conducts vary depending upon your company, business unit, or corporate objectives and the decisions that are driving the interest in brand awareness and equity research.

 

                                                  

  • Here are examples of differing goals companies may have for brand equity research:
  • Track the components of brand equity as compared to benchmark and competitive brands.
  • Explore decision options available relating to branding by assessing the depth of brand equity strength of the current corporate or product brands.  A brand name or product line naming change, for example, may provide an opportunity.
  • Assess brand equity power in terms of product or business line extensions using an existing brand or a brand naming variation of the existing brand.

 

Brand/Advertising Tracking

  • This survey aims to understand how consumer perceptions and attitudes toward the brand change in time, with the objective of assessing the effectiveness of advertising.
    This is a quantitative measurement, conducted regularly which measures indicators such as: brand and advertising awareness, advertising likeability, recall of ad content, brand image, brand preference.
  • These indicators can be benchmarked against objectives and also can be compared with advertising investment figures. Tracking projects can be conducted through Mercury Omnibus in a very cost effective manner. 
  • These studies can be delivered with a user-friendly cross-tabulations software which allows in-house further analysis by the client.

Omnibus

  • Omnibus is the cost-effective, flexible tool for continuous monitoring of brands and product categories. Now the tables come with an easy-to-use crosstab generator for in-house analysis of results. Our Omnibus is conducted monthly, on a sample of 1200 interviews, in both rural and urban areas.

 

RETAIL AUDIT

Retail Tracking Services provides clients superior market intelligence by leveraging our company strengths in robust data, leading research and analytical techniques, innovative delivery technology and the highest level of client service.

  Retail Outlet Census

  • In each of our markets, we conduct an in-house census of the retail trade on a regular basis. Our census cycle usually takes place every one to three years. In markets, where the retail trade is changing dramatically we have adopted a continuous census methodology to enable the constant update of the universe.
  • The retail outlet census involves the recording of specific details for each individual outlet including the name, address, selling area as well as details on storage, refrigeration equipment, etc.

             The field data collection process is stringently controlled with proven quality assurance checks.

             Software applications are used to monitor and check the raw data before the information is analysed.

  • While the census results are used for the setting up of our Retail Tracking panel it is also an extremely valuable source of information on its own for:
    • Implementing marketing and promotional plans.
    • Organizing supplier’s sales force.
    • Improving the efficiency of distribution channels.

The main analyses available are:

  • Price Elasticity Analysis.
  • New Product Launches.
  • In Store Trade Promotion Effectiveness.
  • Assortment Optimization.
  • Store Group Analysis.
  • Full Marketing Mix Analysis.
  • Market Forecast

 

Consumer Panel

A Proven Reliable Method of Measuring Canadian Purchase Patterns since 1946

  • Households on Ipsos Reid's panel, the longest-running continuous panel in Canada, detail their purchases on a wide range of categories. Employing essentially the same representative households through time, CPC is able to accurately track market trends and analyze marketplace dynamics
  • Relevant - Make confident decisions based on consumer purchasing information and knowledge gathered from our representative household panel:
  • Purchase Volumes
  • Brands and Market Segments
  • Household Reach/Penetration
  • Purchasing Rates/Frequency
  • Prices Paid
  • Distribution Channel & Retailer Share of Category

Insightful - Use diagnostic analyses to probe into demographics, geographic, and Behavioural dynamics surrounding consumer purchasing:

  • Demographic Profiles
  • Heavy/Medium/Light Purchasing
  • Loyalty/Share of Requirements
  • Brand Shifting
  • Cumulating Trial & Repeat

Client Focused - Our commitment to servicing our clients is unsurpassed. We liaise regularly with clients to:

  • Identify, analyze and present current industry trends
  • Understand their business needs and challenges
  • Develop customized, impacting, strategic and relevant reports

Usage and attitude studies

U&A (usage & attitude) studies are a useful supplement to marketing, research and development and advertising agencies.   

  • Strategic U&A studies:
  • What are the benefits for the clients?    identify market levers and opportunities
  • Lead to recommendations, not only conclusions
  • Classical U & A studies may result in excess information, but strategic U & A studies avoid it
What methods are used to collect data?   

 Qualitative phase: recommended when collecting consumers' specific behaviour elements, significant characteristics and their vocabulary. Quantitative phase:

  • Representative sample from 400 to 1,000 interviews
  • Individual 45-minute interviews conducted at respondents' homes
  • Standard basic questionnaire
  • Possible modules: concept testing, marketing mix testing, analysis of visual materials

What data is gathered through a strategic U&A study?   

  • Market description
  • Description of market segmentation, assessment of market potential
  • Identification of market opportunities on the basis of matrix analysis
  • Determination of the most important purchasing elements for each brand or product category
  • Identification of the most important market levers for your brands

What are the areas of use?   

  • All markets of fast moving consumer goods: food, cosmetics, over the counter drugs, consumer durables
  • Services and business sector (B-to-B)

 

Segmentation study

  • Market segmentation is used as a strategic marketing tool for defining markets and thereby allocating resources. Segmentation studies use statistical techniques called factor analysis and cluster analysis to combine attitudinal and demographic data to develop segments that are easier to target. In many situations it is better to identify your target groups and aggressively market to smaller, more defined segments.
  • From a marketing management viewpoint, market segmentation is the act of dividing a market into distinct groups who might be attracted to different products or services. This technique is widely accepted as one of the requirements for successful marketing. By dividing the market into relatively homogenous subgroups or target markets, both strategy formulation and tactical decision making can be more effective.
  • Market segmentation is concerned with individual or group differences in response to specific market variables (e.g. preferences, lifestyles, media habits, etc.). The strategic presumption is that if these response differences exist, can be identified, and are reasonably stable over time, and if the segments can be efficiently reached, the company may increase its market share beyond that obtained by assuming market homogeneity

Example:

  • WestGroup conducted a segmentation study for the Arizona Lottery in 1996. The objective of the project was to help the Lottery design an effective marketing strategy to maximize the return on their marketing dollars. The study identified six segments of the population (those opposed to the Lottery were excluded from the study).
  • The segments were identified as Optimists, Critics, Dreamers, Managers, Analysts, and Pessimists. Among the six segments, the Optimists and Dreamers had the greatest frequency of play in the lottery. Thus, based on the demographic information we collected for each group, the Arizona Lottery made a concerted effort to direct their advertising campaigns to members of these segments. Information from the segmentation study helped provide direction for constructing campaign messages, purchasing media that will reach the demographic groups found in the target segments, and identifying the most appropriate media to use.
  • For final review. Put simply, segmentation is the process of partitioning a market into groups of potential customers who share similar defined characteristics and who are likely to exhibit similar purchase behavior. The key to a successful segmentation strategy is the ability to capitalize on similarities within a segment that are important from a marketing point of view.   

 

Pre-Testing Your Communications Plan

Pre-testing message strategies, advertising concepts, and other communications ideas can be extremely beneficial in assessing the strength of your communications plan. Some of the most helpful outcomes of pre-testing ideas, concepts, and messages include the following:

  • Hearing and better understanding independent, "third-party" points-of-view from people representing your target market and/or other market segments.
  • Learning whether the idea works in terms of getting attention, communicating your desired message clearly, and provoking your desired reaction (i.e., changing behavior, changing attitudes, or whatever the objective is).
  • Discovering unexpected insights and/or get glimpses of people's emotional reactions to your ideas and messages.
  • "Disaster avoidance"- learning about misinterpretations, negative perceptions or other issues you don't intend to communicate.

ISSUES

There are limitations to pre-testing. It's important to recognize them before spending the considerable amounts of time and money to implement a pre-testing exercise:

  • Pre-testing methods typically are in a controlled environment, so research participants who are seeing, hearing, or reading your messages aren't experiencing them as they would in the "real world." In the research environment, the participants will feel obliged to pay attention to what you show and say, and then to react in some way with thoughts and comments. Yet in a real world environment, they may not even pay attention to the idea or message at all (much less react to it).
  • Except in unusual circumstances, the information you get is not statistically projectable to the population at large. Most of the time, the sample sizes are relatively small. In pre-testing research, you're seeking qualitative information rather than quantitative information, such as data from polls and representative-sample surveys that can be statistically quantified and generalized across the population.
  • Unless pre-testing is conducted in several different geographical areas, there may be geographical biases in people's responses. People at one end of your state may express entirely different opinions from people at another end; or people in rural areas may see things differently from those who live in larger city suburbs or urban neighborhoods.