General Presentation

1. brennan
research&consultants

2. brennan
research&consultants
About us Services & products
Brennan Research & Consultants is a private company that offers for
romanian market specialized research services, marketing consulting and
media advertising.
Researches drawn up by Brennan have as target the follow research area:
A. Market Research
B. Media & Advertising Research
This research areas are associated with a series of specific products,
complex researches, conceived to respond to frequently difficulties wrongly
approached sometimes by companies and institutions and with objectives as
stronger market position and elaboration of correct and coherent market
strategies.
In order to achieve this strategies our company is using modern methods and
quality techniques, scientific approved, as:
ü Perception analysis
ü Focus group method
ü Meeting groups method
ü Observation method
ü In depth interviews
ü Face to face interviews
ü Content analysis
ü Rhetorical and logically analysis
ü Mystery shopping
ü Projective techniques and tests (drawing technique, fantasy and
guided visualization technique, selective technique, regression
technique, product transformation technique)

3. brennan
research&consultants
About us Services & products
A.MARKET RESEARCH
Market Researches achieved by Brennan are:
Product /brand/company researches
Promotion techniques
Acquisition and consume behavior researches
Product:
Product test
Brand test
Wrapper aspect researches
Product's competitive analysis
Conducts associated to the market :
Researches of: - preference
- intention
- image
- segmentation
Promotion of:
- motivation researches
- mass media analysis
- promotion campaign efficiency researches
- advertising competitive researches
In the area of market research, Brennan is doing specialized researches
regarding:
-Description, evaluation and prediction of consume behavior to a
certain product (consume motivation, attitude toward a product,
consumer's satisfaction level, real request, potential request etc);
setting position of a certain product on the market (perception
over the quality, price and presentation for a product,consumers
perception for a mark and its competing marks);
-establish/evaluation promoting strategies of a product on the
market (identifying promoting channels, impact evaluation and
efficacy of promoting campaign etc.)
-identifying local or regional characteristics regarding
distribution of a product, market consume segmentation
and evaluation of distribution methods.

4. brennan
research&consultants
About us Services & products
There are 2 exclusive products Brennan, dedicated to market research:
A1. BRENNAN Customer Satisfaction Research (C.S.R):
Require:
- image estimate on the market for a product
- satisfaction's consumers level measure regarding a certain
product/comparing service with similar products from the same
range
Utility:
- identifying quality/defects of a product
- elaborating loyalty strategies for current clients (traditional,
occasional) or attracting new clients through improvement of
quality or image of a product/service
A2. BRENNAN Customer Research
Require:
- identifying consume motivation
- establishing important psychological mechanism to create a
request for a certain product or service
- testing promotion materials for a product /service
Utility:
- elaborating optimal strategies for promotion of a certain product
on the market

5. brennan
research&consultants
About us Services & products
Other market research services offered by Brennan:
1. Market Segmentation (M.S)
Market Segmentation has as purpose the identifying on the market of
homogeneous groups of consumers, considering social-demography studies
and life style. Each market segment presents different requests and this is
why it can be “achieved” through different marketing strategies. Segments are
created to minimize, in inside of each segment, differences between clients
and to maximize differences between segments.
Permits us to discover already existent market stratification and to identify
target groups.
2. Brand Loyalty (B.L)
It is extremely important to conserve a specific market in order to elaborate
growing strategies. For reaching those results, it has to be known loyalty level
and its motivations. To research this aspect, Brennan approaches with
predilection methods and quality research techniques that demonstrate an
increased efficiency for:
- determination of consumers loyalty level to a certain brand
measuring of potential for replacing brand X with other brands or
products from the same range
- determination of availability of non- consumers to direct toward
the researched brand
- identification of consume motivation
Brand loyalty research results are important for:
-finding methods to determine consumers to be loyal to a certain
Brand
- taking decisions regarding development of a new product using
the same brand
- reduction/elimination investments loss in brand marketing
development of promotion concepts

6. brennan
research&consultants
About us Services & products
3. Brand Image (B.I)
Success or nonsuccess of a brand depends on the image that consumers
made about it. Character of this image is influencing all mechanism, from
reveal of a simple intention to buy a product to a strong affinity toward it.
Talking about image, psychological mechanism that contribute to its
creation are involved.
Brennan researches in this area give information about:
- apprehension of own brand and of competition
- homogenous of perceptions and consumers needs to a specific
products category
- consequences of product's price chancing
- sales volume when throw a new brand or product on the market
Quality approaching is offering data that can lead to:
- elaboration of new price strategies
- elaboration of new promotion strategies (message, image)
4. New product development ( N.P.D)
Success of throwing a new product/service on the market is the result of
combine between two mechanisms that define the global market:
- first mechanism belongs to the producer, who wants to know the
ratio between costs and profits obtained from the financial
investment, and on the other side , the risks that implicate decision
of throwing a new product/service on the market
- the other mechanism is tied to the client's needs and expectations.

7. brennan
research&consultants
About us Services & products
In order to achieve this results Brennan is proposing a testing research for
new products/services that you wish to throw on the market.
This research gives information about:
- utility of throwing product/service on the market
- real/potential client's expectations toward product's brand
- perception on new product quality (strong /week points)
5. Pricing Research
Purpose:
- client's sensibility analysis towards price fluctuations ( price
flexibility limits )
- price analysis of most important competitors on the market
This researches offer important information regarding product's price
optimizing possibility, price structure on the market and market reactions
simulation to different offers.
Brennan is proposing two pricing research approaches using:
- Gabor Granger Technique
- Brand Price Trade - Off Technique
6. Sales Evaluation (S.E.)
These researches are supposing human capital evaluation that deals with
selling/promotion for products/services offered by a certain company.
Information obtained this way help us to understand how are promoted
company interests by its own employers/sales agents in contact with
potential clients, and what training has to be organized with employers to
increase cashing and in the same time how to approach real/potential
clients.
Collected and analyzed information answer to a series of questions from
client as:
-There is any relation between product X sales level and quality of
services
in stores where these products are commercialized?
-how much it affects product X sales level the quality of services?
-Are employers in this stores using selling techniques able to grow sells?
-what is the best strategy to grow sells, taking action only in quality service
in stores where they commercialize product X?

8. brennan
research&consultants
About us Services & products
B.MEDIA & ADVERTISING RESEARCH
For clients from media and advertising services area, Brennan has created
two products:
B1. BRENNAN Media Influence Research (M.I.R)
Require:
-Measure level of consumer's exposure on advertising campaign for a
product/service consumer behavior analysis before, during and after
starting campaign.
Utility:
-Identifying optimal channels to start an advertising campaign
-Elaborating advertising campaign strategies (to whom it should be
addressed? how? for how long?)
Description :
Media influence Research is a quality research that assures pre testing,
monitoring and post testing impact that advertising campaign presented
through different media ways to consumers or potential clients have.

9. brennan
research&consultants
About us Services & products
1. Pre testing Advertising
Require:
-Identifying advertising campaign target evaluation of needs and
expectations of targeted clients evaluation of advertising concepts
already existent for product range that interests us
-Identifying key words or image elements that have big impact over
targeted clients generating advertising concept and pre testing it or, in
case this concept exists, evaluating and adjusting it in concordance
with information they have on consumers.
Utility:
Starting from information obtained by pre testing advertising, your campaign
can be conceived to obtain a maximum impact on the consumers. Besides,
costs for the future adverting campaign can be properly estimated eliminating
risks of no profit investment.
2. Monitoring advertising campaign
Require:
- Client reaction analysis toward adverting broadcast message
evaluation of image and position gained by a certain brand after
advertising campaign, compared to competitive brands
- Identification of principal attributes for the brands on the market, taking
in consideration the manner in which advertising messages are
percept by consumers
-Evaluation of consumer's attitude regarding a brand based on
acquisition intentions estimations and product's attributes perception
-Advertising messages adjustments in purpose of assurance for a
maximum advertising impact
Utility :
Information gathered by this type of research are absolutely necessary for
any producer in long term development of a competitive brand. Advertising
campaign's financial efficiency represents the aspect that doesn't benefit of
an immediate visibility but represents a consequence on a long term.

10. brennan
research&consultants
About us Services & products
3. Advertising post testing
Require:
-Identifying consumer's attitude over quality and product value after
advertising campaign ended
-Evaluation of concordance between consumer's expectances
regarding necessary attributes for a certain product and consumer's
perception over the final product
-Identifying product's position in consumer's perception after
advertising exposure (product's notoriety, message's notoriety,
message's impact)
Utility:
Post testing is meant to offer an objective reflection concerning advertising
campaign's efficiency, measuring on targeted population level product's
notoriety and the message associated to this, brand's position on the market
and impact of the advertising campaign that ended.
Research methodology:
Brennan Research & Consultants is one of the fewest companies in
Romania that offer on the market a product assigned to measure in a real time
advertising's efficiency, testing immediate speed reaction of the subjects.
This product is called Perception Analysis and can evaluate with great fidelity
promotional message's effects.
As we know, in relation of each person to advertising, rational and irrational
values live together intimately, making difficult measure of reception field
(acceptance, rejection, influence) and for the advertising itself.

11. brennan
research&consultants
About us Services & products
In principle, product used by Brennan is proposing to measure:
- remind and image of the message
- message's impact ( reminding level and its content)
- message acceptance ( understanding, credibility, likeliness )
- product's image on the market
- attitude toward the product
- subjects implication level
- determination of buying intention
Perception Analysis (P.A) is showing on one side advertising campaign's
predefined effects, and on the other side is suggesting control methods to
avoid gaps between achieved effects and confirmed effects.
Obtained results after this research offers information regarding:
- segment of the population most sensitive at displayed message
- most efficient media channel for displayed message
- promotion campaign duration
- changing of potential clients attitude regarding promoted product
after advertising campaign ended
Media Influence Research (M.I.R) is useful to marketing specialists, in
advertising, producers, to all that want to assure investment success in
marketing by knowing the way consumers respond to products, services and
messages, and also for the competition products.

12. brennan
research&consultants
Experience
Raiffeisen
BANK

13. brennan
research&consultants
Experience

14. www.brennan.ro
brennan
research&consultants
43 Nicolae Caramfil street, Bucharest 1, Romania
Tel/Fax: (^401) 232.73.79; GSM: (^40) 742 CLIENT; E-mail: office@brennan.ro