CM Research

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  • Thanks for joining this online presentation.We appreciate your interest in CM research and our services.At the end of this presentation you will have a clear idea of who we are, what we do and how can we meet your market research requirements.
  • this is the agenda for this presentation.We are going to start with a brief overview of CM ResearchWe will continue with an explanation of our servicesWe will see some characteristics and advantages of our online panels Vetspanel and PetspanelWe will stress on the benefits you will get with our servicesWe will see what are Those business pressing questions that we will help you to answer with market researchWe will conclude with a mini story of success with a recent client in the section Meet Claire and John – We will have a time for Questions andAnswers, but if during the presentation you have any burning question, please type it in the chat box or stop me and I will be able to answer it.
  • I want to explain briefly who we are and what we do;We are experts in consumer and veterinary market researchWe specialize in quantitative online research and we can also provide online qualitativeA few words about our background...Our Managing Director, Carlos Michelsen, has over 25 years of experience in market research across a wide range of sectors, including FMCG.In 2007 he won the MRS Market Research effectiveness award. And up to 2008 was UK head of NPD at TNS (the world leader in Market Research)In CM Research, we are committed to the very highest standards of quality and our research is carried out under both ESOMAR and the MRS Codes of Conduct.
  • Who we serveOur offering is divided according to our clients needs, and we have particular services to companies in the veterinary industryAnd particular services to market research agenciesSo, as you are a ........ We will go to this section
  • We are a full service online market research companyIn particular we can:define the market research problemdevelop the research methodologycarry out researchprovidepost-research analysisPresent an advice for the decision-making processAnd all with the experience that over 20 years of market research provides.
  • We are flexible enough to accommodate any of your research needs, from providing just sample to delivering a complete presentation of results.In particular we can:Provide samples of specific veterinary targets in the UK and France, or pet owners across most of EuropeDesign and script on-line questionnaires using our flexible interviewing platform.Or Direct our panelists to your online survey.Field questionnaires to specific veterinary targetsDeliver tabs, in Word, Excel or SPSS.Produce reports or PowerPoint presentations.And all with the experience that over 20 years of market research provides.
  • These are some of the projects that we successfully delivered in 2010 amongst many others, and I would like to show you a general and brief overview of one of them at this point, so select one and we will see it.-Driver analysis-Concept testing-Pricing Research-Packaging testing-Advertising evaluation
  • How we do it We own and manage our online panels.We invite our panellists to take part in research studies and as a reward for their collaboration they get to participate in a variety of prize draws or receive points that can redeem for gift vouchers, cash or donations to charitiesVetspanel is the largest community of veterinary professionals for market research purposes where members are rewarded for sharing their opinions in a variety of issues. Vetspanel is currently present in the UK and France with more than 3,000 members, and soon we will cover Germany, Italy. And Spain
  • We own and manage our online panels.Petspanel is a pet owner’s community where membership is by invitation only. Members take part in research studies and as a reward for their collaboration receive points that can be converted in gift voutchers, cash or donations to charities, they also get to participate in a variety of prize draws.More than 15,000 members7 countries across Europe: 4000 in UK, 4000 Germany, 3000 spain, 2000 italy, France, Netherlands, Holland
  • Your benefits as a clientWe know that there are cases in which speed is not critical. However, in most cases a quick answer is required to a research question. We are flexible enough to accommodate all and any of your particular research needs, From simple omnibus surveys to complex driver analysis or conjoints, we can fulfill your market research needsWe can set up a secure web platform to enable you to follow and download the results in real timeOur availability of panelists allows us to deliver projects with tight deadlines.
  • We understand how important is for you to make the best strategic marketing decision with as much relevant information as possible.But sometimes the situation may look like a puzzle.Some of the questions that we can help you to answer with market research are:Can this idea become a new product?With Idea generation through on-line communities.Idea filtering, identifying the ideas with potential.Concept testing and concept optimization so they reach their maximum potential.What is really important in my product/service? With a product evaluation, we can help you Understand what are the barriers of choice for customers like Awareness, Familiarity, Use, Experience What has the most effect on the likelihood my product will be purchased?With a driver analysis will help you understand the effect that specific product/service characteristics have on potential behavior and then specific marketing strategies can be designed that target purchase, volume, or satisfaction.What are the similarities and differences among our target groups?SegmentationDoes my advertising really communicate what I want to?Advertising Evaluation
  • To conclude, I would like to show you a brief example of a project we delivered recently. I would use the fictious names Claire and John.So claire is a brand manager and john is a customer insight manager of a multi-national company in the veterinary industryThe Brand plan review was approaching and the investment on advertising was going to be reviewedSituation – claire was about to review the advertising budget for her product and had to evaluate the investment in magazines, newspapers and websites. She asked John, to provide her with research to show what investments were being effective and which were not.Task – with John, we agreed that we will create a questionnaire to identify the users and non-users of their product in the last 6 months, ask them directly about their media consumption and also make a segmentation into 6 different groups using among other variables their postcode. Then we compared this segments and match them with a national mosaic segmentation that provided specific media consumption for each segment according to postcode and online behaviourAction – 8,500 online surveys among pet owners in UK. Created 6 segments and matched them with media consumption reports in 2 weeks timeResult – media investments were optimized – investment in magazines, newspapers and websites was reduced or increased according to the survey results and the target segments media consumption
  • So this is a summary of what we saw.You know that CM Research is full service online market research companyWe saw what are our services for companies in the veterinary industry and market research agencyWe saw how we do it with our online panels Vetspanel and PetspanelWe saw what are the benefits you can get with our offeringWe saw why we do it with the business pressing questions we can help you to answerWe concluded with a mini story of success with a recent client as an example of one of our servicesI will open the microphone to you to make Questions you may have
  • We are here to help you answer those business pressing questions that will help you better address the needs of your clients in the veterinary industry
  • SituationIn 2010, a leader in the pet food industry wanted to test consumers’ understanding of the ingredients contained in a pack of dry food. TaskWe decided to ask how important is each one of the elements in packaging when choosing a dog food. To identify the aspects that are important to attract the right attention and aspects that are important to inform.ActionsCreated a sample of 150 respondents who were UK dog owners, main shoppers and feeders of dry pet foods. The sample was split across two equally matched (by demographics and regions) cells. Each cell was shown a series of statements that described the pack and asked how much they agreed or disagreed with it; each cell had one unique statement.Differences between the two cells where then compared and contrastedResultThe main findings helped the client to understand that pictures of food are fairly irrelevant in guiding consumers’ choice, although ingredients are not. Overall consumers consider the pictures of food to be unimportant. Consumers do not use them as cues for decision, or even notice them. However they do expect the pictures of food shown to be included as ingredients in exactly the form shown.
  • Situation – a client wanted to explore two different ads for communicating to pet owners about the benefits of a particular product.Tasks – Test the ad and compare it with a competitor’s add to evaluate recall and actionActions – CM Research realized 177 online questionnaires amongst dog ownersResults – a clear ad winner was identified, because it generates action (visits to vet), was better at communicating the main benefit of the product, and was more believable amongst those that shop in the speciality channel.
  • Situation - A client wanted to explore different routes to generate relevant and new consumer products. This has resulted in the development of between 17 “ideas” or concepts that now need to be tested across a broad selection of UK specialist buyers – for both cat and dog.Task - Determine the relevant performance of each concept, in terms of: Purchase intention Appeal Believability Uniqueness RelevanceValue for MoneyActions - 17 cells were created, each cell consisting of 150 UK National Representative online interviews to recent buyers (at least once in the last six months) of pet food in the Premium channel (vets, pet shops and garden centres). 15 minutes questionnaireResultsOf all the KPI’s its relevance, Overall Opinion and taste expectations that driver purchase intention significantly more than all the other KPI’s. While no concept exceeded a T2B purchase intention of 60% (which is the benchmark for FMCG). 1 concept performed well as a control product suggesting it had potential. This concept also generated a very high share of potential purchases (20%).
  • Situation A company introduced a range of snacks specifically targeted at the small/mini breeds of dogs. However sales have not met expectation and so there is now a need to understand if there are any reasons why the product is not a success.TasksUnderstand all the barriers of choice like Awareness, Familiarity, Use, Experience (good or bad) ActionsUK sample with a total of 409 completes where achieved. France sample with a total of 198 completes. ResultsVets (on both countries) also mentioned that snacks were too small and pets do not even chew them. There is also a perception that palatability is an issue, especially in France. Furthermore there were concerns about price (France) and even amount of calories (also France)The vets are clearly asking for more information about the mini product . Creating a positive feedback loop between patient and vet should generate repeat business and increase the likelihood that the vets recommends the products.
  • SituationThe client was behind the main competitor on most Key Performance Indicators such as: awareness (prompted or spontaneous), past use, recent use, share of volume or even consideration.TasksUnderstand what are the main drivers of clients’s brand. These will be drivers of purchase intention amongst those that currently don’t purchase the brand and drivers of volume amongst those that do currently. Also determine what are the drivers of the main competitorsAction - 1,000 online interviews to buyers of pet food in the speciality channel in ItalyResult - While the vets recommendation is the most important driver of initial trail, generally brands are chosen due to a recommendation followed by a sample and promotions can also be effective. The client could do better as eliciting non-vet recommendations, like store staff, breeders, even friends and family.
  • Situation – a client wanted to decide the price of a paint of beerTask – Use the Price Sensivity Meter to indicate the optimum price point where the number that reject the price because it’s too cheap is equal to the number that reject because it’s too expensiveAction - asked respondents to give purchase intention for different price optionsResults - Optimum price £2.00 Very little increase in rejection if price is increased to £2.40 Recommend optimum price: £2.40
  • Solid RecruitmentHigh response ratesHigh completition rates
  • Upon completing a survey panellists are rewarded with points, according to the lenght of survey. Normally 1 point per minute. 1 point equals £1 or 1€.Members manage their points on their online account in vetspanel.com, where they can choose to accrue them or redeem them for gift vouchers, cash or donated to one of a selection of charities. We also ask for suggestions for charities panellists would like to support in the future. Last year, our members donated to :NSARDA - £245RSPCA - £180WWF - £80Green Peace - £40
  • The individual members of Vetspanel have been directly recruited by telephone by CM Research and membership is by invitation only. New members are only accepted after we've verified their details and have contacted them directly.
  • We know accurate panel management and interesting questionnaires are imperative to high response rates in online research; it is why we constantly strive for the right balance in the number of studies a panel member is invited to, as well as variation in the nature of the studies offered. Consequently, we have managed to reach a response rate of over 50% on average with our studies.
  • To get participants to finish their tasks and complete the questionnaires is an extremely important issue in any research study. This point is why we pay ample attention to making our surveys fun, engaging and interesting for our members. It is the combination of innovative methods and attractive designs that are low on loading time and involve uncomplicated tasks and questions that enables us to achieve an unrivalled completion rate of over 90% on average.
  • CM Research

    1. 1. Copyright © 2011 CM Research Ltd. All rights reserved.
    2. 2. Agenda•CM Research•Our services•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A Copyright © 2011 CM Research Ltd. All rights reserved. 2
    3. 3. Who we are•CM Research•Our services CM Research provides online market research•Vetspanel and Petspanel•Your benefits Full service agency•Business pressing questions•Meet Claire and John•Q&A Our Managing Director, Carlos Michelsen MRS Market Research effectiveness award in 2007. Our research is carried out under both ESOMAR and the MRS Codes of Conduct. Copyright © 2011 CM Research Ltd. All rights reserved. 3
    4. 4. Who we serve•CM Research•Our services -Companies in the veterinary industry•Vetspanel and Petspanel•Your benefits•Business pressing questions -Market research agencies•Meet Claire and John•Q&A Copyright © 2011 CM Research Ltd. All rights reserved. 4
    5. 5. Companies in the veterinary industry•CM Research We are a full service online•Our services market research company•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A In particular we can: Define the market research problem Develop the research methodology Carry out research Provide post-research analysis Present an advice Copyright © 2011 CM Research Ltd. All rights reserved. 5
    6. 6. Market research agencies•CM Research We are flexible enough to•Our services accommodate your research needs•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A In particular we can: Provide samples Design online questionnaires Direct our panelists Field questionnaires Deliver tabs Produce reports Copyright © 2011 CM Research Ltd. All rights reserved. 6
    7. 7. What we do•CM Research•Our services•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A In 2010 we successfully delivered projects in: -Driver analysis -Concept testing -Packaging testing -Product evaluation -Advertising evaluation Copyright © 2011 CM Research Ltd. All rights reserved. 7
    8. 8. How we do it•CM Research Members take part in research•Our services studies and are rewarded.•Vetspanel•Your benefits -Solid Recruitment,•Business pressing questions -High response rates•Meet Claire and John -High completition rates•Q&A -Rewards Vetspanel is the largest community of veterinary professionals for market research purposes. UK and France – 3,000 members Soon in Germany, Italy, Spain. Copyright © 2011 CM Research Ltd. All rights reserved. 8
    9. 9. How we do it•CM Research Members take part in research•Our services studies and are rewarded.•Petspanel•Your benefits•Business pressing questions -High response rates•Meet Claire and John -High completition rates•Q&A -Rewards Petspanel is a pet owner’s community where membership is by invitation only. More than 20,000 members 7 countries across Europe Copyright © 2011 CM Research Ltd. All rights reserved. 9
    10. 10. What you get•CM Research When a quick answer is required•Our services to a research question•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A •Custom solutions •Web solutions •Speed Our experience and availability of panelists save you both time and money. Copyright © 2011 CM Research Ltd. All rights reserved. 10
    11. 11. Why we do it•CM Research We understand how important is for you to•Our services make the best strategic marketing decision.•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A •Can this idea become a new product? •What is really important in my product/service? •What has the most effect on the likelihood my product will be purchased? •What are the similarities and differences among our target groups? •Does my advertising really communicate what I want to? Copyright © 2011 CM Research Ltd. All rights reserved. 11
    12. 12. Meet Claire and John Brand Manager and Customer Insight manager•CM Research Multi-national company , veterinary industry•Our services•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A • Situation – Claire had to decide on media investments in UK • Task – User segmentation and compare with media consumption • Action – 8,500 online surveys among pet owners in UK • Result – Media investments were optimized according to target group Copyright © 2011 CM Research Ltd. All rights reserved. 12
    13. 13. Summary•CM Research•Our services•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A Copyright © 2011 CM Research Ltd. All rights reserved. 13
    14. 14. Questions and Answers•CM Research•Our services•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A Copyright © 2011 CM Research Ltd. All rights reserved.
    15. 15. Packaging Testing•Our services Multi-national company , veterinary industryPackaging Testing • Situation - Consumers’ understanding of the ingredients in a package. • Task - Identify aspects that attract attention and aspects that inform. • Actions –Researched 150 UK dog owners, main shoppers, feeders of dry pet foods. • Result - Pictures of food are fairly irrelevant in guiding consumers’ choice, although ingredients are not. Copyright © 2011 CM Research Ltd. All rights reserved. 15
    16. 16. Advertising Evaluation•Our services Multi-national company , veterinary industryAdvertising evaluation • Situation –two different ads for pet owners to communicate benefits • Task – compare the ads to evaluate customers’ recall and action • Actions –177 online questionnaires amongst dog owners • Results - a clear ad winner was identified Copyright © 2011 CM Research Ltd. All rights reserved. 16
    17. 17. Concept testing•Our services Multi-national company , veterinary industryConcept testing • Situation – Generate relevant and new consumer products by developing ideasPurchase Intention Overall Opinion • Task – Test and determine the relevant performance of 17 ideas or concepts Believability Relevance • Actions – 2,250 online interviews with Taste New & Different recent buyers. 17 cells of 150 buyers Uniqueness • Results - No concept exceeded a T2B purchase intention of 60% (which is the Value For Money benchmark for FMCG) Copyright © 2011 CM Research Ltd. All rights reserved. 17
    18. 18. Product evaluation – UK and France•Our services Multi-national company , veterinary industryProduct Evaluation • Situation – Client introduced a range of snacks for small/mini breeds of dogs. • Task – Understand barriers of choice like Awareness, Familiarity, Use, Experience • Actions – 490 online surveys in UK and 198 completed surveys in France • Results - Snacks were too small. In France: Palatability, Price and Calories Copyright © 2011 CM Research Ltd. All rights reserved. 18
    19. 19. Driver analysis – Italian market•Our services Multi-national company , veterinary industryDriver Analysis • Situation - The client was behind the main competitor on most KPI’s • Tasks – Understand drivers of purchase intention and drivers of volume. • Action - 1000 online interviews to buyers of pet food in the speciality channel. • Results - The client could do better as eliciting non-vet recommendations. Copyright © 2011 CM Research Ltd. All rights reserved. 19
    20. 20. Pricing Research•Our services Multi-national company, beverage industryPricing Research • Situation – a client wanted to decide the price of a paint of beer • Task – Use the PSM to indicate the optimum price point • Action - asked respondents to give purchase intention for different price options • Results - Optimum price £2.00 Very little increase in rejection if price is increased to £2.40 Recommended optimum price: £2.40 Copyright © 2011 CM Research Ltd. All rights reserved. 20
    21. 21. Where veterinary professionals share their opinions. Copyright © 2011 CM Research Ltd. All rights reserved. 21
    22. 22. Agenda•Coverage•Our panellists•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A Where veterinary professionals share their opinions. Copyright © 2011 CM Research Ltd. All rights reserved. 22
    23. 23. Coverage•Coverage•Our panellists•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A • Vetspanel is currently present in the United Kingdom and France. • In both countries we have over 3000 registered vets and vet nurses that have agreed to take part in market research. • Coverage in both countries is national and includes those working in small and large practices, as we all as rural and urban practices. Copyright © 2011 CM Research Ltd. All rights reserved. 23
    24. 24. Our panellists•Coverage•Our panellists•Rewards•Solid Recruitment • All our panellists have been carefully•High response rates screened and selected.•High completition rates•Q&A • Membership is by invitation only or by recommendation from a colleague. • Vets and vet nurses manage their membership through our website (www.vetspanel.com) • Members can also suggest questions to ask their colleagues in future surveys or even suggest new charities. Copyright © 2011 CM Research Ltd. All rights reserved. 24
    25. 25. Rewards•Coverage•Our panellists•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A • Panellists are rewarded with points. • Gift vouchers, cash or donations to selected charities. Last year, our members donated to : • NSARDA - £245 • RSPCA - £180 • WWF - £80 • Green Peace - £40 Copyright © 2011 CM Research Ltd. All rights reserved. 25
    26. 26. Solid recruitment methods•Coverage Members take part in research•Our panellists studies and are rewarded.•Charitable giving•Solid Recruitment•High response rates•High completition rates•Q&A • Members of directly recruited by CM Research • Membership is by invitation only. • New members are only accepted after weve verified their details and have contacted them directly. Copyright © 2011 CM Research Ltd. All rights reserved. 26
    27. 27. High response rates•Coverage Members take part in research•Our panellists studies and are rewarded.•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A • Accurate panel management and interesting questionnaires are • Right balance in the number of studies a panel member is invited • Response rate of over 50% on average with our studies. Copyright © 2011 CM Research Ltd. All rights reserved. 27
    28. 28. High completion rates•Coverage Members take part in research•Our panellists studies and are rewarded.•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A • Surveys are fun, engaging and interesting for our members. • Innovative methods and attractive designs • Uncomplicated tasks and questions • Completion rate of over 90% on average. Copyright © 2011 CM Research Ltd. All rights reserved. 28
    29. 29. Questions and Answers•Coverage•Our panellists•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A Where veterinary professionals share their opinions. Copyright © 2011 CM Research Ltd. All rights reserved. 29

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