ABR_SESTA_Company presentation 2016

WARSZAWA 2016
A presentation of research possibilities, advanced data
analytics and IT solutions
We help you achieve a success in a dynamically
changing environment

Prezentacja możliwości badawczych i rozwiązań IT
ABR SESTA Market Research & Consulting
2
We are members of the Polish and world trade
organizations
The Interviewer Quality Control Program
within OFBOR. A quality certificate (PKJPA)
is issued on the basis of an annual audit.
www.pkjpa.pl

Prezentacja możliwości badawczych i rozwiązań IT 3
40EMPLOYEES
150AUDITORS
600INTERVIEWERS
2500AGENTS
ABR SESTA Market Research & Consulting

ABR SESTA is the exclusive
partner for IRI Worldwide
in Poland.
IRI is a global company providing Big
Data analytics services, advanced BI
systems and consulting services.
IRI IN FIGURES
4
Partnership with IRI
IRI offices
CCR, Intage and BMI
Global panel coverage via Worldpanel

Manufacturers
Our customers

Retailers
Our customers

Research agencies and consulting companies
Service providers
Our customers

Fine feathers make fine … sellers!
– a shop without secrets
Understand a shopper?
Not easy… but we can make it!
Advertising
– the key to the business success?
Ride the tsunami of data
and let it work for you!
Variety of applications
A palette of our services

Fine feathers make fine … sellers!
– a shop without secrets

Research areas:
 Prices
 Promotions
 Shelf shares
 Range of products
 Realograms
 Photos in the store
 Quality of service
Constant audit:
 250 Modern Trade stores
 Every week
Ad-hoc audits:
 Modern Trade
 Traditional Trade
 DIY – Do It Yourself
 Pharmacies
80 000
audits per year!
Shop without secrets
Bar code
scanner
Photo
camera
Geolocation

Price audit
Application :
 Price management in stores
 Analysis of competitors
Scope:
 Regular prices
 Promotional prices
 Product range or audit with a list
Sources:
 From the shelf
 From the shop scanners
 From promotional leaflets
 From online shops
Distribution audit
Application:
 Determining the level of OOS
 Execution of new products’ launch
 Understanding the width and depth of assortment

Regular shelf audit
Application:
 Evaluation of visibility on the shelf
 Brand share in the category
 Control of planograms
Audit of a promotions
Application:
 Control of execution of promotions
 Analysis of competitors' (share of promo)
Scope:
 Type of a display (end of gondola, display, shelf, promotional area);
 Promo localization (entrance, mail, category aisle, checkout zone);
 Promotional tools (a bonus, another product from/outside the category for free, a
promotional price, a leaflet).
12
 Presence of SKU on the shelf
(%)
 Presence of SKU on the proper
shelf (%)
 Compliance with planogram
 The number of faces (%)
 Aesthetics (1-5 scale)

Mystery Shopper
Level of spontaneous
recommendation
Scope:
 Brand image
 Arguments of recommendation
Who we examine:
 Sales assistants
 Customers
13
Mystery Shopper
Level of meeting the standards
Scope:
 Research of competencies
 Recommendation level
 Meeting the standards
Who we examine:
 Own network of service or sale
 External companies (e.g. hostesses,
merchandising, franchising partners)
 Competing companies (in order to
compare their own standards)

Tytuł prezentacji
Understand a shopper?
Not easy… but we can make it!

 Shopping behavior and a decision tree
 Customer Experience
 Effectiveness of secondary locations
 POS communication efficiency
 Customer satisfaction and customer loyalty
 Category perception and U&A
 The choice of a place of purchase
 The image of retails
 Prices perception and price elasticity
 A path and streams of customers
 Web sites and e-commerce usability
 … and many others
Understand a shopper
Research areas

We help you take a look from the customer’s point of view – to identify
and understand the problem, look for ways to solve it, find insights.
Techniques:
 Focus groups, mini FGI, FGI online
 IDI, Dyads
 Assisted Shopping
 Observation of the behaviour
 Ethnography (observation in the natural environment)
 Expert interviews
We cooperate with experienced qualitative researchers who have
extensive and well-established knowledge of qualitative techniques
(moderation, finding out about hidden motivations) and qualitative
analysis of data from many markets.
Qualitative research

We help to determine the strength and scope of a given problem or phenomenon.
A research platform for CATI,CAPI,
CAWI and Mystery Shopper
Techniques:
 PAPI and CAPI – direct interviews
 CAWI – independent on-line research
 CATI – phone interviews
Where?:
 In the store
 At home or workplace
 In the street
 Central Location – a research in the studio
Quantitative research

Observation of customers’ behaviour using video cameras.
A technique used in the research:
 Effectiveness of secondary locations
 A regular shelf vs. secondary location
 Customer path in the store and category
 Shopper behaviour
 Sales behaviour
 Time spent in the shop / category
 Conversion within the category, segment or secondary locations
 Customer behaviour in the category (reading labels, comparing
products etc.).
 Purchasing two different products within the category
 Market tests
 Customer / category profile
Entering
Scanning
Showing interest
Contact
Purchase
Nonparticipant observation

ABR SESTA is a leader in the application of this technique
with over 200 implemented installations in Poland and
abroad.
Non-declarative studies - Hyper Eye
Cameras are located beyond consumers site
(no influence on shopping behavior).

ABR SESTA uses both stationary and mobile eye trackers. In the points of sale
most frequently used are the mobile ones.
Application:
 Shelf layout efficiency and effectiveness of POS materials
 POS visibility
 Visibility of category descriptions
 Visibility of products on the shelf / display - warm and cold zones in the category
 Consumer behaviour (purchasing process) in the category and additional locations
Non-declarative studies - Eye Tracking

Braintracking – is an innovative method combining the study of brain
activity (EEG), registration of eye movements and an interview with a
respondent (IDI).
Scope of application:
 Online shops
 Websites
 Service points (e.g. arranging POS, communication)
 Stores - shopping environment
 Graphic materials (posters, leaflets, etc.).
 Packaging
Non-declarative studies – EEG (electroencephalography)

Tytuł prezentacji
Advertising – the key to the business success?

Advertising research is conducted in order to select the most engaging
creative line for a particular target group.
Objectives:
 Choosing the most optimal creative line
 Evaluation of the effectiveness of advertising
Techniques:
 FGI / mini FGI
 CAPI / CAWI tracking studies
 Braintracking (EEG + Eyetracking)
 Online Face Tracking
Advertising
23
Ad A
Ad B
Ad C
Ad D
Like
Purchase
intent

Braintracking – is an innovative method combining the
study of brain waves (EEG), registration of eye movements
and an interview with a respondent (IDI).
Study objective:
 Indicating scenes which cause great emotions
 Indicating observed elements
 Matching best slogans to scenes
 The credibility of advertising slogans
Analysis of EEG and eye movements in real time enables
interpretation of results together with respondents after
the study.
Advertising
Non-declarative studies - EEG + Eye Tracking

The possibility of comparison:
 TV commercials due to their attraction, effect on image and
credibility
 Reactions of different groups of respondents on individual
video scenes
 Matching slogans to the groups of respondents and their
credibility
Non-declarative studies - EEG + Eye Tracking
Advertising
Attraction
Repulsion
Informative
Image

Surveyed indicators and issues
 Proper decryption of communication
 The adequacy of creation to the target group and
product
 Awareness
(spontaneous / prompted / proven)
 Emotional impact of an advertisement
 The impact of an advertisement on the company's image
 Persuasiveness of an advertisement
Advertising

Biometric measurement of emotions,
measured on the basis of facial
expressions of people watching the ad.
Survey is conducted on the online panels.
Basic objectives of the study:
 What is the emotional involvement in advertising?
 Which elements "work" best?
Research of intensity and timing of evoking
emotions:
Joy
Surprise
Anger
Sorrow
Disgust
Advertising
Non-declarative studies
The study of emotions in facial expressions

The possibility of creating a dedicated
consumer mini-panel for users of a given
product / brand
28
Reaching narrow target groups due to the
possibility of directing the research to a
selected group of panel members (due to
consumer socio-demographic characteristics
included in the profile of panel members)
The possibility of testing new
solutions / products / advertisements
on a closed group (maintaining the
principles of confidentiality)
Implementation of complex research
schemes (e.g. with an assumption to go
back to the respondent)
BadaniaRynku.pl – on-line research panel
www.badaniarynku.pl
Online researches

RTS research (Real Time Sample)
Issuing invitations for online surveys on the
websites, portals, etc.
 Short lead time
 Quick access to survey results.
 The possibility of conducting studies on
representative groups of Internet users or
Poles.
 Implementation of studies on webpages widely
accessible for Internet users.
Online researches

Tytuł prezentacji
Ride the tsunami of data
and let it work for you!

We provide data as well as advanced methods of analysis.
Information sources:
 Monitoring of promotional leaflets and
billboards
 Monitoring of online shops (FMCG, DIY,
wholesalers’)
 The database of photos, dimensions and
specifications
Analytical services:
 Analysis of data from quantitative research (SPSS)
 Analysis of promotional effectiveness (modeling)
 Cleaning and matching data
 Analysis of internal customers data:
 Big Data (mathematical modeling) - IRI insight
 Databases (Oracle, Postgress SQL)
 Excel and VBA (advanced programming)
 Dedicated online applications for results visualization
Tsunami of data

Scope:
 Leaflets from over 170 retail chains since 2009
 Billboards - the largest cities
 Posters placed near the store entrance
Functionalities:
 Intuitive and flexible interface
 Export of pdf, xls, jpg.
 Alerts
 Creating and refreshing online reports
Monitoring of promotions (data for 2015):
> 13 000 leaflets
> 800 000 described promotional modules
> 1 300 000 promoted SKU
Tsunami of data
Monitoring of advertising leaflets
http://reporting.abrsesta.com/

Scope:
 40 largest online shops (FMCG, wholesalers’ FMCG, Electro, DIY, Office)
 The possibility of expanding by adding more shops
 Access to regular prices and assortment range
 Full range of Estorecheck
 Review of the data range (nutritional values, ingredients) in accordance with EU regulation no. 1169
Monitoring of online shops
Tsunami of data
http://reporting.abrsesta.com/

The database of photos and descriptions of products (full categories):
 Photos and descriptions for e.g. planograms, online shops
 A detailed description of the product
 Additional features (e.g. product ingredients, allergens) in accordance with EU Regulation 1169/2011
 Photos in several resolutions (regular photos, e-stores - 360 view)
 Rich content for e-commerce
 Software supporting creating descriptions and product database management
regular photo 360º mode
www.skuexpert.com
Tsunami of data

Serving 95% FMCG companies and retail chains
from the list of Fortune Global 500
170customers worldwide
2500+ projects per year
~250 of analysts and growing
The only analytical centre in the field of
FMCG with an ISO Certificate
Support of ABR SESTA
experts in the preparation
and interpretation of data
for Polish customers
Fields of analysis:
• Promotions
• Media
• Prices
• Assortment
• Baskets
• Loyalty Programs
• …and many others

TakeTask Agents
Collecting market data
TakeTask SFA
Application for sales force
Hansa
Gamification of sales force
PromoPlan
Unification of promo management
SKU Expert
Managing databases with photos and products
Platforma HRS (IRI)
Big Data environment for retail chains
RapidReco
Recognising products from the photos
Price Monitoring
Collecting price data
Dedicated applications

Let consumers work for you
Agent - every consumer
with a TakeTask
application on their
smartphones
www.taketask.pl
A customer determines which
information they need and from where
Tasks are distributed
among Agents
A customer has online access
to data and they receive a report
Agents deliver information with
the help of smartphones

Where can you use Agents?
In the shops:
 Verification of promotions and POS
materials
 Verification of prices and distributions
Why TakeTask?
Quick feedback
from the market
(even within 24h)
100% of reviewed
data
Information is
supported with
evidence (GPD,
photos, EAN)
Online access to
data and reports
In urban area:
 Mystery Shopper
 Monitoring or billboards
At home:
 Product tests
 Ethnography
 More than 2 500 TakeTask Agents at your
disposal
 In 2015 they performed 50 000 tasks
 Our agents are at your disposal at any time of
the day or night, 365 days a year!
www.taketask.pl

An application to manage pricing audits for retailers
 Designing of audits by defining:
 Competitors
 Product baskets
 Deadlines
 Auditors assigned to tasks
 SMS Gateway - Notification of task assignment
 Entering new data by importing from Excel file
 Automatic verification of data and returning SKUs for re-control
 Management of databases including:
 Interviewers
 Products
 Shops
 Prices
www.pricemonitoring.abrsesta.com
Price Monitoring

Management of promotions
based on social communication!
 The integration of communication within the
company and with external partners
 Managing the process of creation and
execution of promotions
 Supporting the development of advertising
leaflets and folders
 Evaluation of the effectiveness of promotions
and control of their costs
 Building the knowledge base of the
promotional activities of the company (files,
contracts, cross-sectional reports)
www.promoplan.abrsesta.com

Chosen retailers using HRS:
Unique combination of solutions:
 The database of new generation is partially based on
Hadoop - 125+ data sources, 600 KPI
 The service of clearing and integrating data
 Advanced predictive econometric models - Big Data
 Access to data online and in real time by IRI Liquid Data ™
 The possibility of direct sale of data to suppliers on any
level of granularity.
41

ABR SESTA Sp. z o.o.
ul. Krzywickiego 34, 02-078 Warszawa
Tel.: +48 22 322 65 00
Fax.: +48 22 322 65 01
E-mail: office@abrsesta.com
www.abrsesta.com
Sąd Rejonowy dla m.st. Warszawy – XII Wydział Gospodarczy Krajowego Rejestru Sądowego Nr KRS: 0000189138;
Kapitał zakładowy: 2.200.000 zł; Regon: 140775652; NIP: 7010050902
Marcin Dobek
Research and Category Management Director
Mobile.: +48 515 212 242
E:mail: dobek.m@abrsesta.com
pl.linkedin.com/pub/marcin-dobek/12/814/7a9/

ABR_SESTA_Company presentation 2016

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