Dna Credentials


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Dna Credentials

  1. 1. Credentials August 2007 www.dna-consumer.com DNA Consumer Research
  2. 2. DNA in Facts <ul><li>DNA Consumer Research is an independent research company founded in 2005: </li></ul><ul><ul><li>Offices in Singapore & Shanghai </li></ul></ul><ul><li>8 members: </li></ul><ul><ul><li>2 Expert analysts </li></ul></ul><ul><ul><li>2 Research coordinators </li></ul></ul><ul><ul><li>4 Support members </li></ul></ul><ul><li>Business distribution (2006): </li></ul><ul><ul><li>53% local - 47% Multi-market projects </li></ul></ul><ul><ul><li>42% qualitative - 30% quantitative - 10% Online - 18% Hybrids </li></ul></ul>www.dna-consumer.com
  3. 3. DNA Research centric build www.dna-consumer.com Research Centric Consultative Structure Lean and post-geographic Asian expertise Information architecture ‘ Strongest link’ quality Sleek research Brand/ consumer interface Business model Insights Vision Philosophy Mission
  4. 4. DNA Business model <ul><li>The DNA model is specifically designed around the notion of research in a fast moving environment: </li></ul><ul><li>Consultancy business model: </li></ul><ul><ul><li>Expert resource </li></ul></ul><ul><ul><li>Extensive research experience </li></ul></ul><ul><ul><li>State-of-the art knowledge </li></ul></ul><ul><li>Lean and post-geographic structure: </li></ul><ul><ul><li>True project centric teams: </li></ul></ul><ul><ul><ul><li>Ad hoc teams by project expertise not by geography </li></ul></ul></ul><ul><ul><ul><li>Bring research expertise into the country where the project is happening </li></ul></ul></ul><ul><ul><ul><li>Tap on local know-how </li></ul></ul></ul><ul><ul><li>Offices in regional hubs: Shanghai & Singapore </li></ul></ul>www.dna-consumer.com
  5. 5. DNA Mission <ul><li>Our core mission is to provide consumer research excellence across Asia: </li></ul><ul><li>Asian expertise </li></ul><ul><ul><li>Global methods must be adapted to match Asian mindsets: One model does not fit all </li></ul></ul><ul><ul><ul><li>(eg. Projective and Abstraction exercises, group length, etc.) </li></ul></ul></ul><ul><ul><li>Specific Asian methods </li></ul></ul><ul><ul><ul><li>(eg. Family interviews,etc.) </li></ul></ul></ul><ul><li>‘ Strongest link’ quality principle: </li></ul><ul><ul><li>Most research is as good as its weakest link </li></ul></ul><ul><ul><li>All element in the research process must be of optimal quality to guarantee end-delivery </li></ul></ul>www.dna-consumer.com
  6. 6. DNA Vision <ul><li>DNA aims to design research around client realities, particularly the need to create pioneer advantage by putting the consumer at the center of the decision-making process: </li></ul><ul><li>Information architecture </li></ul><ul><ul><li>Before 1990, main issue for brands was lack of information, now the main issue is too much and sometimes conflicting information </li></ul></ul><ul><ul><li>We integrate findings within current consumer intelligence to avoid overlap and ensure that it fits into the ‘whole picture’ </li></ul></ul><ul><li>Sleek research </li></ul><ul><ul><li>In the information era, knowledge/speed ratio is a critical success factor. Information looses its value and depreciate with time. This is particularly real in Asia with strong change rate. </li></ul></ul><ul><ul><li>But sleek research is not just about speed, it is the ability to find the most efficient research design and draw optimal value from each consumer interaction. </li></ul></ul>www.dna-consumer.com
  7. 7. DNA Philosophy <ul><li>DNA is also designed around a specific research philosophy that acts as a guiding principle in what we do: </li></ul><ul><li>Brand/consumer interface </li></ul><ul><ul><li>Research creates value by establishing a question/answer exchange between the brand and the consumer (vs. a commercial exchange) </li></ul></ul><ul><ul><li>Our mission is to collect, synthesize and interpret consumer feedback and translate it into information that is meaningful to your brand. </li></ul></ul><ul><li>Insights: </li></ul><ul><ul><li>A consumer insight is using consumers to uncover a deep reality about a marketing issue that is profoundly true but was previously hidden. </li></ul></ul><ul><ul><li>Generating insights is only possible through an empathy mechanism that enables the researcher to identify with the topic and the consumer in order to achieve this deep understanding within himself. </li></ul></ul><ul><ul><li>This understanding must then be communicated to the client which requires a good understanding of the organization culture and language. </li></ul></ul>www.dna-consumer.com
  8. 8. DNA Workflow www.dna-consumer.com Briefing Research design Fieldwork Analysis Servicing Reporting Research design Coordination Analysis Servicing Fieldwork, DE, QC1 Reporting Qualitative Recruitment Analyst Coordinator QC2 Analyst Coordinator Outsourcing Outsourcing Verbal Debrief Pre- screening Toplines Presentation Quantitative Interface FW Update
  9. 9. Benefits <ul><li>Research is conducted directly by expert resources at all stages of the research process: </li></ul><ul><li>Understanding of true business objectives </li></ul><ul><li>Efficient research design </li></ul><ul><li>Customized methodology </li></ul><ul><li>Questionnaire/ guide design with end-objective in mind </li></ul><ul><li>Advanced moderation skills </li></ul><ul><li>No knowledge loss due to delegation </li></ul><ul><li>Analysis vs. only reporting </li></ul><ul><li>Able to communicate findings internally </li></ul>www.dna-consumer.com <ul><li>End-benefits: </li></ul><ul><li>Valuable consumer intelligence that cuts through internally </li></ul><ul><li>Better research at comparable cost: use of more senior resources is compensated by efficiency gain from less delegation/management </li></ul>
  10. 10. Benefits <ul><li>Fieldwork and recruitment are outsourced to supplier network </li></ul><ul><li>Selection of suppliers that best fit with project type </li></ul><ul><ul><li>Select the supplier who has the most experience in the field </li></ul></ul><ul><ul><li>(eg. Best supplier for CLT is not necessarily the best supplier for Online Panels) </li></ul></ul><ul><li>Optimal turnaround speed </li></ul><ul><ul><li>Several suppliers can work on a project at the same time </li></ul></ul><ul><ul><li>(eg. 400 interviews using 2 suppliers means 50% less time in field) </li></ul></ul><ul><li>Cost efficiency </li></ul><ul><ul><li>Source for local suppliers directly </li></ul></ul><ul><li>Best service via DNA negotiation power </li></ul><ul><li>Impose ESOMAR / MRS Quality control standards </li></ul>www.dna-consumer.com <ul><li>End-benefits: </li></ul><ul><li>Faster research, better reactive-ness </li></ul><ul><li>Better research at comparable cost: need to outsource is compensated by direct negotiation with local suppliers. </li></ul>
  11. 11. Audrey Tan, Managing Director <ul><li>Singaporean Chinese </li></ul><ul><li>20 years of consumer research experience across Asia </li></ul><ul><li>DNA Consumer Research </li></ul><ul><ul><li>Co-founder, Managing Director </li></ul></ul><ul><li>Synovate Hong Kong , (May 2004 – Aug 2005): </li></ul><ul><ul><li>Executive Director, International Research Division </li></ul></ul><ul><ul><li>Head of division, responsible for setup, management, revenue and staff development for international research business for Synovate </li></ul></ul><ul><li>Synovate Singapore (Formerly AMI), (1995– March 2004): </li></ul><ul><ul><li>Managing Director (1997-2004), Asia Pacific Executive (2001-2004) </li></ul></ul><ul><ul><li>Setup of the Singapore office for Synovate Singapore (previously </li></ul></ul><ul><ul><li>Asia Market Intelligence) </li></ul></ul><ul><li>Frank Small & Associates Singapore (Presently Taylor Nelson Sofres ) (1986 – 1995): </li></ul><ul><ul><li>Director (1991-1995) </li></ul></ul><ul><ul><li>Led qualitative, advertising test system, omnibus, both qualitative and quantitative </li></ul></ul>www.dna-consumer.com
  12. 12. Audrey Tan, Managing Director <ul><li>Extensive research experience in Asia Pacific and global markets </li></ul><ul><ul><li>On the ground knowledge of consumers, client organizations and business environment. </li></ul></ul><ul><ul><li>Extensive research experience spans across Asian markets with particular strong knowledge of all SEA markets ( Singapore, Malaysia, Indonesia, Philippines, Thailand ,) Indochina (Vietnam, Myanmar and Cambodia) ; 5 cities across India, 12 cities across China, Taiwan, Hong Kong, Korea, 2 cities across Japan, and Pakistan and the Middle East. </li></ul></ul><ul><ul><li>Other research geographies include France, UK, Spain, Prague, Germany, 3 cities across US, Chile, Brazil </li></ul></ul><ul><ul><li>Multi-discipline: expertise in both qualitative and quantitative, and integration </li></ul></ul><ul><ul><ul><li>Moderation, brain-storm, expert interviews, one-to one ethnography </li></ul></ul></ul><ul><ul><ul><li>Quantitative Pricing, BPTO, Segmentation analysis </li></ul></ul></ul><ul><li>Broad spectrum of research and business issues: </li></ul><ul><ul><li>Trends decoding: social cultural trends, lifestyle, values and aspirations </li></ul></ul><ul><ul><li>New Product development: Consumer Insights, concept ideation, new product development, </li></ul></ul><ul><ul><li>Positioning & Communication: Value proposition, creative idea exploration, copy test and optimization </li></ul></ul><ul><ul><li>Brand and Product Mix: brand names, brand equity, packaging, logo development, Pricing dynamics </li></ul></ul><ul><ul><li>Market dynamics and brand performance: brand tracking, usage behavior and retail and shopping behavior </li></ul></ul><ul><ul><li>Decision dynamics: purchase process, decision making model </li></ul></ul><ul><li>Industry focus: </li></ul><ul><ul><li>Specific expertise in consumer electronics (TV, audio visual, portables, home appliances), telecommunication, also include business equipments and computer & peripheral </li></ul></ul><ul><ul><li>Solid expertise in Dairy, Food & beverage, Alcoholic beverage </li></ul></ul><ul><ul><li>Other industries include: Banking and finance, publications, legal and trademark, entertainment and beauty and health supplements </li></ul></ul>www.dna-consumer.com
  13. 13. David Benoun, Director <ul><li>French, American </li></ul><ul><li>DNA Consumer Research </li></ul><ul><ul><li>Co-founder, Company Director </li></ul></ul><ul><li>Synovate Hong Kong , (May 2004 – Aug 2005): </li></ul><ul><ul><li>Associate Director, International Research Division </li></ul></ul><ul><ul><li>Development of segmentation models </li></ul></ul><ul><ul><li>Integrative qualitative and quantitative: methodologies and analysis </li></ul></ul><ul><li>Synovate Singapore (Formerly AMI), (2001– March 2004): </li></ul><ul><ul><li>Associate Director - Insights and solutions </li></ul></ul><ul><ul><li>Moderation (English/French), ethnographic, in-situ observation, creative workshops </li></ul></ul><ul><li>ZED Marketing Research , Paris, France (1998 – 2001 ): </li></ul><ul><ul><li>Senior researcher and analyst, in charge of European qualitative studies </li></ul></ul><ul><li>JurInService MCCI , Moscow, Russia, (1996) : </li></ul><ul><ul><li>Development of English advertising on Internet. </li></ul></ul>www.dna-consumer.com
  14. 14. David Benoun, Director <ul><li>Expertise in cross cultural, multi-country research </li></ul><ul><ul><li>Besides the european continent, research geography spans across Asia (SEA, Greater China, Korea, Japan, IndoChina, India and Middle east, Australia </li></ul></ul><ul><li>12 years of research experience, 7 years in Asia and Chinese cultural environment </li></ul><ul><ul><li>Key analyst in Qualitative and Quantitative findings </li></ul></ul><ul><ul><li>Principal developer of customized techniques and analysis models </li></ul></ul><ul><ul><li>Strong expertise in distilling both local insights and regional/global synthesis and alignment. </li></ul></ul><ul><li>Extensive research experience: </li></ul><ul><ul><li>Types of research includes segmentation, social cultural trends, new product development, advertising, brand names, brand equity, packaging development, brand tracking, brand positioning, organoleptic test, brand names research </li></ul></ul><ul><ul><li>Online and internet based research </li></ul></ul><ul><li>Industry focus </li></ul><ul><ul><li>Specific expertise in technology and consumer electronics (audio visual, imaging) industry, computers, telecommunication , across Asia Pacific, Europe and US </li></ul></ul><ul><ul><li>Strong base in Food and Dairy, both regional and China </li></ul></ul><ul><ul><li>Other industries include: alcoholic beverage, credit cards, pet foods, retail, fashion apparel </li></ul></ul>www.dna-consumer.com
  15. 15. www.dna-consumer.com Difference Matters.