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SME Estudio Marcas que Marcan 2012
 

SME Estudio Marcas que Marcan 2012

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Saludos! En nuestro afán de seguir mejorando los productos y servicios del SME, este año, le estamos realizando unos cambios al estudio Marcas que Marcan que estamos seguros serán de gran ...

Saludos! En nuestro afán de seguir mejorando los productos y servicios del SME, este año, le estamos realizando unos cambios al estudio Marcas que Marcan que estamos seguros serán de gran beneficio para las empresas que participen. Marcas que Marcan 2012 contará con una muestra de 1,350 entrevistas y el estudio incluirá resultados, tanto cuantitativos como cualitativos, entre otros. Participar en este estudio les permite obtener datos del uso y actitudes (U&A) de los consumidores, en su categoría de producto, por una fracción del costo que representa comisionarlo directamente a una empresa de investigación.

Además, llevaremos a cabo un estudio nuevo, denominado La Marca Enredada, dirigido a medir el impacto de las marcas en las redes sociales

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  • En nuestro afán de seguir mejorando los productos y servicios del SME, este año, le estamos realizando unos cambios al estudio Marcas que Marcan que estamos seguros serán de gran beneficio para las empresas que participen. Marcas que Marcan 2012 contará con una muestra de 1,350 entrevistas y el estudio incluirá resultados, tanto cuantitativos como cualitativos, entro otros cambios.

    Además, llevaremos a cabo un estudio nuevo, denominado La Marca Enredada, dirigido a medir el impacto de las marcas en las redes sociales. Incluye tu categoría o producto en o antes del 25 de abril de 2012. Para más información llama al 787-773-5088.
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    SME Estudio Marcas que Marcan 2012 SME Estudio Marcas que Marcan 2012 Presentation Transcript

    • Is your Brand in the MIND of the consumers?The SME offers your company the opportunity to knowif your brand is among the ones that people rememberand value the most through the new and improved2012 Brand Study Marcas que Marcan.
    • IMPROVEMENTS to the 2012 SME Brand Studies • More interviews for a larger sample per category • The addition of a qualitative study • Measurement of the impact of brands in Social Media through the new study: La Marca Enredada • Findings presented by industry / category
    • Also INCLUDED in Marcas que Marcan • The participation of more than one brand per category • The opportunity to include up to 2 questions about your brand (for your eyes only) • Measurement of WOM in the past 3 months • Aperture to recommend the brand slogans association • Future intention to purchase • Drivers for decisional process • Level of satisfaction with the brand • Psychographic Profile
    • QUALITATIVE Study Methodology for Marcas que Marcan • Four (4) focus groups among men and women from the San Juan metro extended area, ages 18 and up, belonging to a SEL B (wide) and with an annual household income between $25,000 and $60,000. • This methodology will help provide the WHY’s to the answers obtained from the quantitative data gathered. This is a new addition to Marcas que Marcan
    • QUANTITATIVE Study Methodology & Sample DesignPersonal survey in two stages:First stage: Second stage:• Sample island wide, 7 regions, random • Once the impact of users per stratification, with randomized selected category is determined, additional sample units. interviews are conducted for a• 1,350 interviews with people of 18 years minimum of respondents in each or more, representing Puerto Ricos category up to a maximum population per age, gender, income level sampling close to + 5%. and region. (12-17 years will be included per request of customers in their category)• Maximum sampling error less than 3%
    • QUANTITATIVE Methodology: Data Collection Information as of May 2012 • The research instrument consists of a questionnaire of open and close ended questions, which is validated through pilot testing. • The questionnaire will be provided through personal interviews in areas of concentration • Aleatory sample of a minimum of 300 interviews per category
    • Information ANALYSISThe data analysis will be performed using thestatistical program StatPac.In addition to obtaining the frequencies andcrossings per categories, further statistical testswill be performed to corroborate whether thedifferences observed in some variables are due tothe association between them and demographicssuch as gender and age, among others.
    • What you need to know about the brands with resultssegmented by industry or category • The one without which I can not live • The most innovative • The most fun • The most active • The most prestigious • The one that represents the best value for my money • The most reliable; it never fails • The most loved
    • Sample of QUESTIONS Advertising RECALL Measurement of ATRIBUTES WOM MeasurementI will mention a series ofnames of products or services Of the following attributes that Iand would like that you tell will mention, what are the threeme if you remember having In the past three (3) most important to you whenseen or heard any months, a relative, choosing a ________?advertisement or commercial friend or acquaintance The brand with the bestfor that type of service or has talked about the customer service []product in the past month. If The brand with the best quality following services oryou have seen them, I like of products or services [] products? The brand that represents thethat you please tell me whatbrand or brands, through best value per money []which media it was, what do Cheapest brand []you recall and how much you Socially responsible brand [ ]liked or disliked this message, The brand that reflects yourusing a scale where 5 means a lifestyle and personality []lot and 1 means nothing. The brand you can trust []
    • Sample of QUESTIONSUse & SATISFACTION Future Intention of TRENDS PURCHASECould you tell me the brand I will read a number of trends orand model of vehicles that you How likely or unlikely would situations that might be happeninghave at home? it be that the next time you in Puerto Rico, and I would like are selecting a financial you to tell me the 5 with whomHow satisfied or dissatisfied you institution for a product or you most identify.feel with your car now? Would service, you select [______]?say that you feel ... • Working from home • To do transactions and shoppingAre you considering purchasing How likely or unlikely would online / mobilea new or used vehicle in the it be that the next time • Exercising or playing sportsnext year? someone asks for a financial • Activities like yoga, meditation institution you would and others related to wellbeingHow often do you change your recommend [______]? • Esthetic treatmentsvehicle? ______ years • To have social interaction pages • Joining social causes and / or environmental
    • New Study La Marca Enredada*• This is a new SME Study that will measure the impact of Social Media in Brands by analyzing how brands are perceived by Social Media users in Puerto Rico• It will include general questions about brands and sections divided by product categories such as: beverages, banks, telecommunications, cars, food, electronics, universities and health care insurance, among others (categories will be determined by the type of companies that buy the study before April 25th)• The study will be conducted online using Social Media platforms• The study will include next steps general recommendations for Brands• Companies can include one (1) question about their brand if their participation is confirmed before April 25th (For your eyes only) * This is a separate study from Marcas que Marcan.
    • 2011 Marcas que Marcan Event with Bruce Turkel
    • Studies CALENDAR Decision to participate: April 25, 2012 50% Deposit & 2 questions about your product / service: April 30, 2012 Validation Pilot: May 4, 2011 Field work: May Results Analysis: June Final balance payment to SME: June 22th, 2012 Results presentation: June 26th, 2012 Individual presentations to companies: Starting July 9th
    • INVESTMENT Options per Study ALL INCLUSIVE OFFER: Marcas que Marcan SME General Quantitative & Qualitative Study with 2 questions Members Public about your brand; plus La Marca Enredada Study with 1 question about your brand. * $8,500 $9,000 SME General Marcas que Marcan Quantitative & Qualitative Members Public Study with 2 questions about your brand * $7,500 $8,000 SME General La Marca Enredada Study with 1 question about Members Public your brand in social media. (Includes 2 tickets for the study presentation) $1,500 $2,000 * Includes 4 tickets to the presentation of the study event on Wednesday, June 26, 2012
    • 2012 Marcas que Marcan Organizing Committee Chairman: • Edwin Aquino, Custom Research Center Inc. Volunteers: • Iris Morales, Custom Research Center Inc. • Luis Rodríguez Báez, Estudios Técnicos • Marisol Lugo, Lighthouse Market Intelligence, Inc. • Pebbles Guadalupe, In Q • Eddie Pérez, Puerto Rico Tourism Co. INFORMATION eaquino@customresearchpr.com maria.elena@smepr.org • karina@smepr.org • 787-773-5088