Research areas
Consumer researches
These researches are focused on the consumer – his shopping and consumer behaviour, opinions, impressions, feelings, motives, evaluations, approaches. Using a wide scale of testing methods – qualitative as well as quantitative (see the Qualitative and quantitative surveys section) we can detect detailed information, important for right marketing decisions. Here are some typical examples of our research in this field:
- various concept tests (own product concept, advrtising slogans tests, product name tests, tests of containers/wrapping/unit packs etc.)
- image tests
- price tests
- satisfaction tests
- consumers´ motivation and preferences
- shopping and consumer behaviour and customs
- penetration measurement – knowledge of the brands/products/services
- surveys focused on the customers´ loyalty
- and many others
Healthcare – Health service and medical care
These surveys are quite difficult and are carried out in cooperation with doctors, medical staff, pharmacists and patients. The key issue is to choose the right respondents and with help of interviewers and moderators with medical surveys experience (there’s the need to fully understand the analysed problem) gain relevant information from them.
Some of the typical tests in this area:
- analysis of strong points and weak points of the product
- paradigm detection of curing various illnesses and health problems
- various products utilization experience and satisfaction surveys
- marketing communication testing (advrtisements, product papers, salesmen performance measurement etc.)
- decision-making criteria for prescription or recommendation of products
- and many others
IT and telecommunication
IT and telecommunication is a field that is developing dynamically and the competition in this field is really strong. The aim of the surveys in this area is to understand the customers thoroughly, catch the market trends on time, help to create new products and services, monitor the competitors, monitor the customers’ satisfaction etc. In addition to the traditional methods of market research we apply new methods as well – on-line surveys, on-line blogs, on-line focus groups etc.
We focus not only on the end consumer surveys in this segment but also B2B surveys (with company customers), where the key issue is to address and gain information from qualified and often very busy IT professionals who make the decisions of purchasing products, choose the suppliers etc.
Some typical examples of our surveys in this area:
- analysis of the end customers’ needs
- analysis of the company customers’ needs
- image analysis
- surveys focused on testing new product and service concepts
- customers’ satisfaction (company as well as end customers)
- surveys of decision making processes
- and many others
B2B
These are specific kinds of research with firms/companies as the customer. Firms and companies as well as individual end-customers have their needs, habits, attitudes, expectations and understanding these is essential for running a successful business.
The target people for questioning in terms of B2B reserch are usually concrete professionals that are in charge of the specific field and have the power to make decisions within the particular company.
We regularly run B2B research in various industrial fields – ranging from bank sector, IT and telecommunication, through the branche of medicine, building industry, automotive up to chemical, petrochemical, metallurgical etc. industry.
A frequent part of B2B research are expert interviews. These are interviews with experts in the particular industrial field – professionals of the biggest companies in the field, professional associations, journalists as well as representatives of the municipal authorities.
Finance and banking
We carry out many surveys in this field – qualitative as well as quantitative that deal with banking services, insurance, loans and other money issues, financial products, banks. We focus the research not only on the end consumer surveys but also company clients (B2B).
Some typical examples of our surveys in this area:
- customer satisfaction surveys (retail and corporate)
- the image of the bank and financial institutions – strong and weak points
- surveys focused on perception and evaluation of the bank/financial products
- mystery shopping – evaluation of the sales/offers of bank and financional services
- evaluation of the information and communication materials
- segmentation of customers
Veřejné mínění
Our public opinion surveys include surveys overviewing citizens’ opinions and attitudes to various topics – usually economical and political. We have as well a lot of experince with surveys in the field of municipal politics, in which citizens’ opinions on deputyship activities, planned local events or topical problems are investigated.
We make not only standard quantitative surveys in the field of public opinion but also qualitative surveys. Their aim is to grasp and understand public opinions to various topical problems as well as possible.
Advertising and communication
It is possible to divide the surveys in the advertising and communication field into two main types:
- advertising/communication pre-tests – surveys focused on marketing communication testing before launching – what will the communication be focused on, what should it convey, which form should it have, who will act in it etc.
- surveys measuring the impact of advertising/marketing communication – after launching the marketing communication we measure the impact/efficiency of this communication – were really all the target groups needed affected, were they affected in the amount needed, was the communication well understood from the customers/possible customers side – in other words, it is the evaluation of the marketing communication efficiency.
We have a lot of experience with testing various means of marketing communication and advertising:
- TV spots
- billboards, citylights, ...
- leaflets
- promotional activities
- radio spots
- internet advertising
- advertising in press/magazines
- many others