Marketing research

Marketing research


MARKETING RESEARCH

 

If carried out effectively, marketing researches will help you improve an already existing product or service, and will give you inspiration in creating an effective marketing campaigns. They will provide you with useful information about your target groups, their habits, preferences and priorities. You will get fresh feedback on whether your customers are happy with your product or business, what they would change and what they lack. And, ultimately, marketing research will bring you profits – through detecting new potential customers and through attracting once again the already existing ones.

The marketing researches which we offer are as follows:

- Global Marketing Consumer Research

 

Why did we create Global Marketing Consumer Research?

According to a survey in America, the average life expectancy of medium-sized companies is about 20 years. From 100 companies listed in Forbes in 1937, only 18 still exist in 2007.
Many marketers analyze what makes a company grow and  there is one thing that can be seen everywhere - companies and their brands exist until the moment  they represent a real consumer value or in the perfect situation,  they are a leading force on the market.
We created Global Marketing Consumer Research precisely to help brands discover their weaknesses and convert them into strengths.

 

Global Marketing Consumer Research is a methodology for targeting and measuring the attitudes and satisfaction of the real users (using the particular product or service) in different user channels through:

1) Motivation of the users to participate effectively in the survey.
2) Recognizing the real needs of users.
3) Elaborating adequate and real research indicators.
4) Making personal marketing research at the point of sale based on the real needs of users.
5) Adapting the marketing strategy of the brand in terms of the results obtained.

 

Stage 1 - Study of the basic metrics: exploring consumers’ attitudes about some basic characteristics of the product and their relative weight relative to the specific product or service - this identifies the factors that affect users in general;

 

The main analized indicators are:

  •  Shopping culture of the customers relative to the specific product group;
    Planned and spontaneous purchasing decisions;
  • Qualitative features of the product group from a consumer point of view;
  • Attitude towards trademarks in the product group;
  • Way of choosing one particular brand;
  • Impact of the demographic indicators in the purchase decision process;
    visual and / or physical characteristics of the products (packaging, etc.) affecting the shopping process;
  • Anthropometric features of users influencing the shopping process

Stage 2 – Researching of  the "satisfaction factor" of the users regarding a particular brand, including:
1) Targeting the surveyed consumer group;
2) Specifying a consumer survey based on the first stage of the study;
3) Motivation of the customers to participate in the survey;
4) Realization of marketing research in the site;
5) Analysis of the user survey;
6) Preparing recommendations for corrections in the marketing mix of the offered product or service;

 

The main analyzed indicators are:

• Culture of shopping relative to a specific product group;

• Planned and spontaneous shopping for the specific commodity group;

• Attitude towards trademarks positioned on the shelf;

• How do clients choose a specific brand;

• How do clients obtain information about specific products or group, offered in the particular retail chain;

• Consumer habits at the point of sale;

• Impact of demographic indicators on the purchasing decision process;

• Anthropometric characteristics of users, which affect on the shopping process

 

Stage 2 – Researching  the "satisfaction factor" of the users regarding a particular brand, including:
1) Targeting the surveyed consumer group;
2) Specifying a consumer survey based on the first stage of the study;
3) Motivation of the customers to participate in the survey;
4) Realization of marketing research in the site;
5) Analysis of the user survey;
6) Preparing recommendations for corrections in the marketing mix of the offered product or service;

 

- Regal Point

Methodology for market monitoring and assessment of the "positioning factor" of goods in comparison with the positioning of its competitors’ "positioning factor"  in the sites which practice  “modern trade”

 

The "Regal Point" survey provides opportunities for:

• Efficient allocation and management of budgets for the retail chains;

• Effective absorption of marketing budgets in each trade chain;

• Defining a "positioning area" on the shelf, based on:

- the category and the product group

- the possibilities of the shape of a particular retail chain

• Developing a standard for proper positioning of the brand in the product category and group applied in specific retail chains;

• Accessibility of the trademark and products for its users;

• Optimal positioning point according to the traditional points through stimulated human flow;

• Planning and management of merchandising processes in the commercial chain and in the populated area;

 

Stage 1 - Consumer survey – it is a process of analyzing the consumer behavior and shopping habits for the specific product category. A series of marketing surveys are conducted among users visiting the main chains which practice the so called “modern trade” and buying goods from the specific category
Scope of consumer survey:

 

 

The main analyzed indicators are:

• Culture of shopping relative to a specific product group;

• Planned and spontaneous shopping for the specific commodity group;

• Attitude towards trademarks positioned on the shelf;

• How do clients choose a specific brand;

• How do clients obtain information about specific products or group, offered in the particular retail chain;

• Consumer habits at the point of sale;

• Impact of demographic indicators on the purchasing decision process;

• Anthropometric characteristics of users, which affect the shopping process

 

Stage 2 Evaluating the "positioning factor" of a branded product as compared to the positioning of its competitors in modern-day shopping.

• Percentage share of the shelf;
• Presence, visibility, dominance of the brand in the category; Positioning on the shelf  in terms of competitive comparability with other brands in the category;  Positioning according to the anthropometric characteristics of the users;

• Positioning of the trademark according to the points with stimulated human flow in the site;

• Positioning of the trademark according to the main human traffic flow in the shops; Positioning of product category referred to:
- Individual retail chains;
- Affiliates of retail chains;
- Competitive brands in the product category;  

 

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