accurate market research presentation 2013
DESCRIPTION
Accurate Market Research is a full service market research agency with offices in México, USA, and Europe (Madrid) from where we carry out multy country projects, in all key countries, both in the US as well as in the major LATAM countries (México, Peru, Chile, Brazil..) and in Spain.TRANSCRIPT
9653 Vineyard Court, Suite 102. 9653 Vineyard Court, Suite 102. Boca Raton, FL 33428 USA. Boca Raton, FL 33428 USA.
Tel. +1-561·558·8393Tel. +1-561·558·8393
ACCURATE MARKET RESEARCH was founded with the mission of supplying data and putting it into context so our clients can
create relevant action plans.
Our experience includes more than 25 years in marketing research.
We are members of the following associations:
Background
We are a full service marketing research agency focused on the US General, Mexico, US Hispanic and Latin
American markets.
Our offices are in South Florida, USA and Mexico City, Mexico.
MissionHelp our clients make better
business decisions, based on market research, for
theirBrands, products and/or
services
Vision
Be a strategic partner for our clients. Provide actionable recommendations that let them take advantage of business opportunities
Commitment and passion for the project
Knowledge and experience in the sector
Value added
We Bring:
Philosophy
Market Research: Past and Present
Market Research Past:
• World Dominated by Data and Processes
• Focus on the Numbers
• Research Agency’s role was seen as Vendor/ Supplier
Market Research Present: •Team of Analysts focused on Analysis and ROI
•Focus on Value
•Research Agency’s role is seen as Consultant/ Strategic Partner
Market Research: Future
Our Resources
Confidence in Fieldwork
A rigid supervision process ensures the quality of our data collection is the highest possible.15%-Direct supervision15%-Indirect supervisión30%-Telephone supervision.
Facilities
• Luxurious Focus Group Facility. Focus Vision enabled. Seats up to 12 clients comfortably in the dark room.
. Large rooms with versatile designs for maximum flexibility, to meet all client and project needs.
Technology
• Latest technology for data collection: On-line interviews, web-based CATI plataform, use of IPAD`S, On-line Bulletin Board Sessions and video transmission of Qualitative Studies.
•SPSS used for data processing.
Social Media Analysis
• Allows us to hear opinions, commentaries and rumors (positive and negative), that are posted by consumers in social mediaincluding: forums, blogs and microblogs, such as Twitter, Facebook, Youtube, etc.
On-line Communities
• We create and manage On-line bulletin boards to get the most in-depth insights on our target profiles.
Our deliverables include photos, collages, videos, web links and descriptive essays from the participants.
Our Resources
Online Medical Panel
• Our Medical Panel inlcludes thousands of doctors in different states around the country.
• Studies conducted on-line or via Web-CAPI, to maximize effectiveness.
Studies Include
QUALITATIVE
New Product OpportunitiesAwareness/Attitudes/ PracticesBrand ProtectionBrand PersonalityProduct PositioningMessage DevelopmentCreative Concept DevelopmentAdvertising Evaluation Development of name, brand and
logoProduct and Concept Tests
QUANTITATIVE
Uses & Attitudes/ Habits New Product Feasibility
Testing Brand/ Product Loyalty and
Satisfaction Mystery Shopper B2B Studies Use Testing Taste Testing Shelf Tests/ Purchase
Environment Simultation
Choice Modeling Market Segmentation Brand/ Product Positioning Concept and Product
Testing Price Audits/ Price Elasticity Brand Health Product Tracking Pre Test, post Test and Ad
Tracking
Studies Include (Cont.)
Focus Group Facility
Focus Vision
- Online Video transmission
Client Sampling
Sector Experience
Pharma
Healthcare
Mass consumer
goods market
Technology & Telecommunica-
tions
Automotive
Financial services &
bank
Social mediaSocial mediaResearch-Research-NetnographiesNetnographies
What is a Netnography?
Netnographies are in-depth studies conducted through the use of social media networks that reveal consumer perceptions toward a brand or category. The analysis conducted is both Quantitative and Qualitative.
This methodology allows us to know the opinions, commentaries and rumors (both positive and negative), that are posted in social media sites by consumers. These include: forums, blogs and microblogs.
The social media sites act as a resevoir of expressed consumers’ opinions, perceptions, emotions and behaviors. We access the last 12 months of postings in order to provide the most complete, relevant insights into trends, popularity, shared knowledge, etc.
First we conduct a search for the most relevant social media regarding the designated theme. Then we collect the positive and negative posts relating to the categories and/or brands. We look for descriptives that indicate attitudes, motivations and ideas of different target profiles over time. After collecting the data we measure and analyze the posts in order to make actionable recommendations on how to use this information to create market strategies toward these segments.
How AMR leverages Social Media networks to gather rich insights
- Gather data from the Internet (forums, blogs, microblogs).
- Generated and published by the consumers.
- Monitoring of social networks.
QUANTITATIVEQUANTITATIVE
- Number of mentions by product or category.- Likes and dislikes among consumers.- Consumer behavior and key factors in the category.
QUALITATIVEQUALITATIVE- Feelings and perceptions related by the consumers.- Introspection among consumers.
-
-Discover new Insights
- Improve products and services.
- Focus market strategies on new groups or niches.
- Offer better directed products.
- Identify opportunities and threats.
- Focus advertising toward these markets.
- Offer promotions with higher value added by the client.
How AMR leverages Social Media networks to gather rich insights
Internet Forums Online communities where
consumers post questions, answers, commentaries and have general discussions.
Forums can be associated with specific themes, such as hobbies, geography, sports, lifestyles, illnesses, etc.
Blogs Commentaries or news regarding a
particular theme; these blogs function as personal online diaries.
Some blogs permit the readers to leave their comments, which can generate online discussions.
Microblogs Communication Platform where
users send their status in short messages.
The most popular microblog is currently Twitter.
Sources of Information in the social media networks
Added Value to traditional research with new Insights
Benefits:
• Allows for the quantification and analysisof the people who post in social media networks.• Hear and understand the opinions of the people who are posting. • Direct products/ Focus advertising toward these markets• Focus market strategies on more targeted, specific market segments.• Obtain actionable recommendations from this information.
While Social Media research doesn’t replace traditional methodologies it is a powerful tool for complementing it.
Digital world is creating
new ways interactions between
people occur
Qualitative research methodology conducted by creating and moderating online communities over a pre-determined period of time.
Obtain deeper information and supply more interaction between the participants and the moderator, at all hours of the day.
Offers greater geographic reach than traditional research. Permits users to upload photos, videos, links to websites and share
deeper information to complement the experience. Permit the participants to study and comment on other participants’
posts. These bulletin boards are generally held over 3-7 day periods, not just the 2 hours of a typical focus group.
Online Bulletin BoardsOnline Bulletin Boards
• Because the respondents can take their time and think about their responses without time pressures, the information gathered is much richer. The participants feel freer to express themselves, and can do so through multimedia including collages, photos, videos, and other web sites. They can discuss delicate themes such as money or more intimate behaviors and thoughts.
• Avoids biasing the responses through the influence of having other participants- and even the moderator, sitting at the table.
• Lets the consumers use products when they want to use them and participate when it’s the most convenient for them. This can mean the difference between a well considered, thoughtful answer and a forced confession.
Online Bulletin BoardsOnline Bulletin Boards