Our technical team is capable to respond to quantitative and qualitative research with experience in the following specialized techniques:
CONSUMER HABIT STUDY
The purpose of the study of consumer habits is the delimitation and description of the customers of a product or brand in each segment of the population, that is, the description of the habits of consumption or possession of a particular product or brand.
Audience Studies or Media Studies are the basis of the planning of advertising campaigns, facilitating the information needed to select the best vehicle transmitting a message or the best set of vehicles, within all possible.
The brand is like a label, which offers security to the buyer, helping him choose or reject it, depending on the stimuli he receives and the trust he places in it, recommending even the ones he likes.
IMAGE AND POSITIONING STUDIES
Image studies reveal, in an instant, the different characteristics or attributes that configure the image, as well as the importance of each one of them.
Brand positioning is a concept of strategy, indicative of how the marketing manager wants it to be known to the consumer public. Every brand has its positioning and, even if the manager does not define it, consumers are responsible for doing so.
CUSTOMER SATISFACTION STUDY
Customer satisfaction and his measurement is, increasingly, a fundamental instrument for the management of businesses and organizations, to the extent that can helps strengthen a relationship between the company, the brand or institution and their customers.
Market segmentation allows defining the target or targeting audience of product or brand, to adapt the offer to this target audience, identify existing and potential consumers, opportunities/unmet needs and risks.
BUSINESS TO BUSINESS (B2B) STUDIES
B2B studies analyze product markets where buyers are companies and non-individuals.
The aim of this type of test is to determine whether the concept is understood by potential consumers, if there is something to correct, whether it goes against the needs of some segments or the preference of alternatives.
NAME OR BRAND TEST
The purpose of this test is to determine the most appropriate name or trademark to a product or service, according to defined assumptions, from names already created or including their creation.
Packaging is as important as product, price, advertising and distribution in the brand’s marketing mix. “What you don’t see … you don’t buy” is a phrase made, but very real.
The aspects to be tested on a package are functionality, impact, persuasion and communication.
Market testing, is the last test to apply prior to the final release of the product, acting as insurance to reduce the risk of this release, even though its cost is high.
This specialized technique involves testing the product by the target audience under conditions as close as possible to the reality of consumption or use, to assess the extent to which the new product is accepted regardless of price and conditions of its marketing.
In order to ascertain the price sensitivity, In order to know price sensitivity, is necessary to know which one the consumer is willing to pay for the product and to evaluate the importance of the market is necessary to know the quantities he intends to buy.
In preparing and planning an advertising campaign, a number of decisions have to be made. These decisions entail a risk. Covering this risk requires pre-insurance insurance, which reduces but does not eliminate the risk.
In the first stage of the campaign, using story board is made to evaluate the ability to stimulate attention, understanding and credibility of the message. Once selected the concept is defined the strategy in a second phase of the creative stage by determined understanding of the message, the degree of impact and the level of persuasion you will achieve.
IMPACT AND EFFECT EVALUATION STUDY OF AN ADVERTISING CAMPAIGN
The effectiveness of an advertising campaign can be analyzed in two ways: its impact and its yield or effect.
As its name suggests, this technique takes into account of the presence of a researcher “disguised” customer, characterized according to the profile of the establishment being evaluated. With the support of a memorized script, the researcher observes and stimulates a series of purchasing procedures. Depending on the establishment, the products and the type of technical contract, the evaluation ends with the completed purchase. When possible, the entire field process is discreetly recorded in audio and video. This type of research outlines the store’s performance and service, resulting in a variety of decision-making processes, and especially in formulating and formatting training for the store staff.
Consumer panels are studies carried out by repetitive observation over time of the same consumer sample to accurately measure market volumes and their evolution according to consumer characteristics.
STUDY OF CLIENTELE ON THE POINT OF SALE
This type of study aims to define the profile of the point of sale customers and to determine the geographical area of influence of the commercial establishments under analysis.
STUDY OF BEHAVIOR AT THE POINT OF SALE
The study of consumer or buyer behavior at the point of sale has two motives: the definition of the product category from the consumer or buyer perspective and the knowledge of purchasing behavior.
POINT OF SALE STUDY
Studying a point of sale location is essential to your success in terms of sales volume.
The best location according to the point of sale will depend on the type of establishment you want to open, the types of products you want to market, your attractiveness and other factors.
STUDY ON THE STRUCTURE OF THE DISTRIBUTION
The main objectives of this type of study are the more detailed knowledge of the distribution of products and brands in small geographical areas and the adaptation of these areas to manufacturer or stockiest delegations; knowledge of the importance of points of sale where brands and formats are present.
STUDIES ON THE QUALITY OF THE POINT OF SALE AND SALES POLICY
With this type of study, we want to know and characterize the points of sale with regard to location in the area, environment, access, image, modernization, area, competition, acquire information on the variables of merchandising and also, if the point of sale is traditional, evaluate the relationship seller-customer in the moment sale-buy.
The retail panel is a longitudinal study. It is quantitative character; detects the great trends of the distribution channels, functioning like its barometer.
One of the great benefits of this type of study is the existence of a frequent sample over time, which allows a greater measurement of sales trends of the studied markets, as well as variables that are reported in this type of panel.
PUBLIC OPINION STUDIES
The main objective of public opinion studies is the description of issues such as problems that concern individuals, the country’s economic situation, abortion, tax on financial transactions, judgment of government actions, intention to vote, etc. and the explanation or understanding of opinion structures, bearing in mind that a tendency of opinion, even if it seems accidental, can have deep roots in the mentality of the population.
The objectives of polls focus on determining candidate knowledge and message recall, strength and weaknesses of different party options and policies of the candidates, in order to vote and on the strength of vote.
Ethnographic immersion is ideal for the purpose of mapping data in addition to speech (e.g., the use of ingredients in the preparation of meals for a housewife; how is made a working process of a painter – if he read the label on the paint, etc.; the relation of trademarks with clothing – to see in the closet what brands and clothing the person has, the beauty products they own and the way they store and apply them, how older people use the computer, etc.). It is also indicated for sensitive subject, such as the financial behavior of an indebted person. It normally lasts 4, 6 or 8 hours, depending on the complexity of the subject. Along with the observation, there is a conversation between the researcher and the interviewee about the subject of the study.
This technique helps professionals in product development and marketing to observe consumer habits in their own homes. The goal is to verify and evaluate the processes of use of various types of products: home cleaning, laundry care, food preparation, child care, personal hygiene and aesthetic care, etc. This technique also allows for possible physical adjustments to the product and packaging. Home visits are pre-scheduled and involve 1 to 3 hours.
Most studies require preliminary survey work of secondary data. (desk research). This survey is conducted with various official bodies and sectoral entities.
This technique is actually a survey or counting of events, performed by observing and recording information from passersby, vehicles or urban equipment, whether public, business or home. Normally, we use this technique when we want to know, for example, how many shoppers are going daily, or how many shoppers are attracted to a supermarket promotion, or how many supermarkets, pharmacies, gas stations, etc. exist in a particular geographic region.