Overview of IRL Market Research 2011-2012


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  • Overview of IRL Market Research 2011-2012

    1. 1. An Overview of Indochina Research Ltd (IRL)—Background and Credentials December 5 th , 2011 Cambodia – Vietnam – Laos www.indochinaresearch.com
    2. 2. Operations Profile… <ul><li>Offices in Key/Capital Cities are our operational hubs… </li></ul><ul><ul><li>Management and Client Service Teams </li></ul></ul><ul><ul><li>Team of Professional Researchers </li></ul></ul><ul><ul><li>Fieldwork Supervision & Quality Control Teams </li></ul></ul><ul><ul><li>Centralized Data Processing </li></ul></ul><ul><li>Field offices are located in key regional cities and staffed with full time Fieldwork and Quality Control Supervisors who provide logistical support and co-ordination of our projects nation-wide. </li></ul><ul><li>Dedicated and Flexible Staffing Structure </li></ul><ul><ul><li>120 Full Time Staff across the region </li></ul></ul><ul><ul><li>More than 1000 Field Force under management </li></ul></ul><ul><ul><li>Specialist Commercial & Social Research teams </li></ul></ul><ul><li>Local Market and Regional Level Project Administration </li></ul><ul><ul><li>Consistent Fieldwork & Quality Control Processes </li></ul></ul><ul><ul><li>Centralized Data Processing, Analysis & Reporting </li></ul></ul><ul><ul><li>Dedicated Client Service Teams </li></ul></ul><ul><ul><li>Single contact for regional /national scale projects </li></ul></ul>
    3. 3. What Do We Do? <ul><li>Estimating market size for a specific product/service category </li></ul><ul><li>Developing or testing a strategy for a new or improved product/service </li></ul><ul><li>Understanding the views of consumers regarding a product/service </li></ul><ul><li>Helping to plan expansion into a new retail sector or market </li></ul><ul><li>Assessing how strong a brand is in a market vis-à-vis competitors </li></ul><ul><li>Measuring the effectiveness of advertising campaigns </li></ul><ul><li>Identifying untapped opportunities in the market </li></ul>Market Research is about listening to people, analysing the information to help organisations make better decisions and reducing risk. It is also about analysing and interpreting that data to build information and knowledge for clients Market research is not only about collecting data using questionnaires This aspect of research makes it a vital business discipline as it can play a key role - for example: Market Research – systematic gathering and interpretation of information about individuals, markets, and organizations
    4. 4. Our Focus and Scope of Research QUANTITATIVE <ul><li>U&A and Tracking Studies </li></ul><ul><li>Customized Ad Hoc Research </li></ul><ul><li>Product Testing (CPT) </li></ul><ul><li>Satisfaction Survey </li></ul><ul><li>Consumer Segmentation </li></ul>QUALITATIVE <ul><li>Product & Concept Ad Tests </li></ul><ul><li>Focus Group Discussions </li></ul><ul><li>In Depth Interview (IDI) </li></ul><ul><li>Observation/Immersion </li></ul><ul><li>Ethnographic Profiling </li></ul>RETAIL <ul><li>Retail Census & Audit </li></ul><ul><li>Distribution Checks </li></ul><ul><li>Supply Chain Analysis </li></ul><ul><li>Mystery Shopping </li></ul><ul><li>Digital Mapping & Analysis </li></ul>MEDIA <ul><li>Audience ratings </li></ul><ul><li>Syndicated Media Index Survey </li></ul><ul><li>Media Monitoring Services </li></ul>SECTOR EXPERIENCE <ul><li>Commercial Research </li></ul><ul><li>Telecommunications </li></ul><ul><li>Banking & Insurance </li></ul><ul><li>Beverage, Food & Dairy Products </li></ul><ul><li>Household Products </li></ul><ul><li>Information Technology </li></ul><ul><li>Mobile Handsets </li></ul><ul><li>Pharmaceuticals </li></ul><ul><li>Personal Care Products </li></ul><ul><li>Tobacco </li></ul><ul><li>Construction materials </li></ul><ul><li>Electronics </li></ul><ul><li>Social Research </li></ul><ul><li>KAP Studies </li></ul><ul><li>M&E Studies </li></ul><ul><li>Behavioral Change Research </li></ul><ul><li>Ethnographic research </li></ul>
    5. 5. Exploring Business Opportunities Resolving Marketing Challenges Examining Communication Effectiveness <ul><li>How strong is our Brand’s Equity/Health? </li></ul><ul><li>Who should I be targeting with my advertising/communications? </li></ul><ul><li>Who is aware of, involved with or motivated by my advertising? </li></ul><ul><li>What advertising mix best communicates my message? </li></ul><ul><li>Can my share of mind/voice being leveraged for market share growth? </li></ul><ul><li>Is my customer base committed to me or are they just idle users? </li></ul><ul><li>Do my Products and Services delivering what my audience wants? </li></ul><ul><li>How can I make our sales and promotional tactics more effective? </li></ul><ul><li>What can I do to keep my customers more satisfied? </li></ul><ul><li>Can we understand our success better and can we leverage it? </li></ul><ul><li>Are consumers in my category rationally or emotionally driven? </li></ul><ul><li>Is it “market” power or “brand” power that will make us successful? </li></ul><ul><li>What are the natural segments in my market / category? </li></ul><ul><li>How can we stimulate our category / identify new opportunities? </li></ul><ul><li>What exactly is driving my competitors growth / decline? </li></ul>Business Issues We Help Resolve..
    6. 6. Our qualitative facilities in Vietnam Focus group room (Ho Chi Minh City) <ul><li>We have our in-house facilities – focus group room + one-way mirror room – in both trendsetters cities, Hanoi and Ho Chi Minh City. </li></ul><ul><li>We are also capable to set up focus group room + observation room in other major cities of Vietnam, e.g. Danang, Can Tho etc… </li></ul>Focus group room (Hanoi)
    7. 7. Research Project Set Up Define the Client Issues & Set Research Objectives Develop the Research Plan ( methodology, sample size, questionnaires, schedule, etc.) Conduct Fieldwork & Quality Control Conduct Data Entry & QC Analyze the Information Present the Findings (top-line presentation and final report) Make the Decision No outsourcing
    8. 8. Key Staff and Contacts Name Position Experience & Responsibilities Ms. Beth Owen Managing Director Beth brings 13 years experience focusing on marketing, research and communications throughout Asia, specializing in research design and analysis. Mr. John Cathcart Research Director 10+ years of market research, trade marketing and marketing communications on both the client- and agency-side. John has worked with some of the world’s leading FMCG and consumer electronics brands in Japan and across the Asia region. John was worked on and executed numerous studies from new product development, usage & attitudes, multi-country brand health, and shopper research strategy.  Mr. Patrick Meza Research Director - Operations Patrick joins IRL with 15 years experience in Market Research. In his previous role as the National Operations Director at a Research agency in Australia, Patrick had full executive responsibility for all operations as part of the firm’s Management Team. During this time he established internal management systems for project performance and analysis, including quality, cost and efficiency, as well as managing and servicing operations-only clients.
    9. 9. Project Team & Client Service Structure Research Director Fieldwork Team Supervisors/QC Interviewers Project Coordination Project Managers DP Team DP Supervisor Data Processors Client Service Account Manager or Client Service Manager Operations Manager Operations Data Analyst Data cleaning
    10. 10. Stringent Quality Control <ul><li>Interviewers - Maintain a database sorted by sector experience & past performance. Minimum education requirements (high school graduate). Matching interviewers to target respondents. </li></ul><ul><li>Briefing - Mandatory for all project team (Fieldwork team including supervisors, interviewers and quality control team) and briefed by project manager him/herself. </li></ul><ul><li>Supervision - Each supervisor manages a team of only 5-6 interviewers. Interviewers report to their supervisors on a daily basis. Weekly fieldwork reports are produced. </li></ul><ul><li>QC Supervision - Conduct logic and content checks, random post-checking of 30% of completed surveys of each interviewer’s work (physically or by phone). 3 warnings result in interviewer blacklisting. </li></ul><ul><li>No Outsourcing - no part of our fieldwork is performed by an external agency and this means ultimate control over the process. In all locations where we do not have full time supervisors, managers from the main offices travel, recruit, train and supervises projects. </li></ul><ul><li>Data Processing - systematic quality controls applied to data cleaning and punching process. </li></ul>
    11. 11. Analysis & Reporting Quantitative data can be processed will be processed in different ways (frequency counts, cross-tabulations, ranking, correlation, etc). Qualitative data will be collected as transcripts, which will then be analyzed by textual analysis. IRL strives to provide “Actionable and Practical Information&quot; for clients’ decision making. Outcomes are the catalyst for actions by our clients, and delivering these actions is the driving force behind our research design and development process. IRL can deliver any forms of reporting as required by our clients: from data tabulations to written summaries to full comprehensive reports with recommendations for actions.
    12. 12. We provide solutions, insights and advice to…. Some of Our Clients…
    13. 13. 2010-11 Key Figures Cambodia # projects 74 # F2F interviews 76,300 # FGDs 101 # IDIs 280 # mystery shoppers/calls 1,172 Laos # Projects 49 # F2F interviews 28,100 # FGDs 30 # IDIs 130 # Business interviews 975 # Retail interviews 4,025 Vietnam # projects 106 # F2F interviews 65,900 # FGDs 54 # IDIs 168 # mystery shoppers/calls 9,000+
    14. 14. Overview of our qualitative facilities in Vietnam Focus group room (HCMC) <ul><li>We have our in-house facilities – focus group room + one-way mirror room – in both trendsetters cities, Hanoi and Ho Chi Minh City. </li></ul><ul><li>We are also capable to set up focus group room + observation room in other major cities of Vietnam, e.g. Danang, Can Tho etc… </li></ul>Focus group room (Hanoi) Observation room (HCMC) <ul><li>Our facilities are centrally located and capable of accommodating clients. IRL also provides full recording services and simultaneous translation when required. </li></ul>
    15. 15. Overview of our qualitative facilities in Cambodia Focus group room (Phnom Penh) <ul><li>Our main office in Phnom Penh includes internal facilities – focus group room + observation room – with appropriate sound and CCTV systems </li></ul><ul><li>We are also capable of setting up focus group/observation environment room in any provinces of Cambodia (urban/semi-urban areas) </li></ul>Focus group room (Phnom Penh) Observation room (Phnom Penh) <ul><li>IRL uses a mix of experienced male or female moderators. Depending on the scope of research, we can use our own moderators or hired external staff skilled in moderation techniques </li></ul>
    16. 16. Overview of our qualitative facilities in Laos Focus group room (Vientiane) <ul><li>Our brand new office in Vientiane is fully equipped to off a complete range of qualitative services </li></ul><ul><li>With a growing bank of moderators, male & female, and increasing experience across categories and research types, our qualitative projects are growing steadily on an annual basis. </li></ul>Observation room (Vientiane)
    17. 17. CBL (Cambodia Brewery Limited) – Girls Want to Have Fun As lifestyles are changing in Cambodia, so is the consumption of beer which used to be reserved to males. IRL did a comprehensive quantitative/qualitative study to assess usage and attitudes towards beer (including both female drinkers and non drinkers). We conducted FGDs with both drinkers and non drinkers to assess behavior as well as barriers and limitations towards beer drinking. Results show that occasions, strong reliance on tradition and ‘proper women attitude’ are limits that can be mended to rather elastic for the purpose of just having fun. The report will suggest further exploration of the market to evaluate potential outside the city, and to determine if an alternative market exist for a new beer with more ‘’female-like’’ characteristics. Some Recent Qualitative Projects in 2011 <ul><li>OSOTSPA – Columbus Project </li></ul><ul><li>IRL completed two comprehensive qualitative research projects for baby care and for cosmetics. To understand habits, usage and behavior, we combined FGDs and home visits for insights that included the following: </li></ul><ul><li>Mommy & Baby lifestyle: routine activities, baby care repertoire, environment around the baby, etc. </li></ul><ul><li>Perception, attitudes and usage of baby care products </li></ul><ul><li>Teens and Young Adults lifestyle with color cosmetics: routine, beauty care and personal care regimes </li></ul>FMCG (Fabric conditioner)— Home v isits + In-depth interviews in Hanoi & HCMC IRL completed this project with the objective of deeper insights into usage behavior of customers toward products. These kind of FMCG projects are well suited to the capabilities of IRL and can be executed with efficiency and professionalism.
    18. 18. Regional Qualitative Projects with a National Coverage Pre-Testing of Communication materials related to health issues–FGDs across All Major Cities and Provinces Throughout Vietnam IRL managed this nationwide project (covering Hanoi, Ho Chi Minh , Thanh Hoa, Da Nang, and Dak Lak/Quang Ngai, and Vinh Long/Ca Mau). This project required that we cover two primary target audiences and a further segment to uncover the effectiveness of a full communications mix including TVCs, radio, loudspeaker scripts, posters and leaflets) Bank Mystery Shopping for Customer Service Delivery — Across All 40 Provinces in Vietnam IRL has led and managed this project across one of Japan’s leading banks across all major and 2 nd -tier cities The The scope of this project covers design, fieldwork and reporting. Contraceptive Health Project Spanning Across Urban and Rural Laos This project was initiated to understand attitudes towards contraceptive choice and products among women and product providers (including doctors) throughout Laos (Vientiane, Champasak, Oudomxai, and Khammouan. IRL manages another project for the World Bank to asses the skills level of the Lao population, reaching 2800 households across urban and rural Laos.
    19. 19. Profiles of IRL’s Qualitative Expertise IRL prefers to partner with top qualitative professionals on a project basis. Flexibility and customization are our key benefits when matching the most professional moderators and project managers. Our research directors and client service professionals are competent and experienced for taking the lead on many projects. Depending on client needs or budgetary constraints, we can come up with the best solution. The profile of Ms. Truong Thi My Linh is an example of the quality of qualitative professional we can bring to a project. <ul><li>8.5 years experience as a qualitative practitioner within brand agencies and as a independent professional </li></ul><ul><li>Constantly requested by top-level clients </li></ul><ul><li>Competent across different qualitative research methodologies: brand research, @work test (concept/ STB/TVC/ and other communication), U&A, segmentation, shopper research, lifestyle research, etc. </li></ul><ul><li>Strong expertise in various categories such as FMCG, pharma, construction, banking and finance </li></ul><ul><li>Experience qualitative trainer, coach and developer </li></ul>
    20. 20. For any further details, please contact: Beth Owen Managing Director on behalf of Indochina Research (Vietnam) Ltd [email_address] Mobile +84 903 621144 Tel +848 38236965 Fax +848 38236971 ESOMAR membership is individual only. Beth Owen, as the Managing Director at Indochina Research (Vietnam) Ltd. is the ESOMAR member. As an ESOMAR member, she complies with the ICC/ESOMAR International Code of Marketing and Social Research Practice.