Safonov German is a market researcher with over 10 years of experience conducting quantitative and qualitative research. He has a PhD in social anthropology and specializes in usage and attitude studies, pricing research, and evaluating brand perception. Some of his core skills include experience with both quantitative and qualitative methods, data analysis, and presenting findings to clients in various industries such as FMCG, telecom, automotive and retail.

1. Safonov German
Market researcher

2. Education and work experience
Educational background:
 MA in Social Anthropology, Russian State University for the Humanities
(2009);
 Ph. D. student, N.N. Miklukho-Maklai Institute of Ethnology and Anthropology
(2009 – present time), department of cross-culture psychology and human
ethology.
Work experience:
 Factory of Marketing (08.2010 – present time), Senior quantitative
Project Manger;
 Auchan Russia (03.2010 – 08.2010), Market Research Expert;
 Profi On-Line Research (10.2010 – 03.2010), Project Manger;
 Marketsense, (07.2009 – 8.2010), Specialist of quantitative and B2B
department.
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3. Clients’ experience
FMCG:
Telecom:
Consumer electronic:
Automotive:
Retail:
And more…
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4. Research specialization
4
Usage and Attitude (U&A):
 To seek market opportunities for existing and new products;
 To effectively segment the markets, select target markets and settle
product orientations;
 To establish marketing strategy scenarios;
 To evaluate business marketing activities.
Pricing research:
 To ensure a new product is priced in line with market perceptions, and
perceived value of the product;
 To estimate demand and revenue levels before adjusting prices;
 To determine the value of individual product features or add on.
Brand perception:
 To evaluate brand’s position on the market;
 To detect brand’s strong and weak sides;
 To determine opportunities and trends;
 To find TA and market niche.

5. Core skills
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Personal skills:
 Experience both in quantitative and qualitative research;
 In-depth understanding of quantitative research techniques;
 Good analytical skills;
 Capable to work under pressure in under time;
 Good team player;
 Presentation skills.
Languages
 Russian – native;
 English – upper-intermediate level;
 Spanish – fluent;
 Portuguese – basic.
PC skills:
 Microsoft Office package (MS Word, MS Excel, MS PowerPoint);
 PASW (SPSS) statistics;
 MapInfo.

6. Some work rules
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“Learn to be silent. Let quiet your mind listen and absorb”. Pythagoras
 Try to understand distinctly and clear the client's goals;
 Try to find the answers for specific questions. There are no surveys
which can answer all questions of the Universe and so on;
 To work on questionnaire very detailed. Two hours of working on
research tools can save 2 days on report preparation stage;
 To control fieldwork department work. On the fieldwork stage
anything that can possibly go wrong, does ;
 If the data seems weird to you, find the mistake. If you cannot, ask
somebody else;
 To hold deadlines. It is better to send to the client 95% today, than
105% tomorrow. But to send 110% yesterday is the best;
 If you don’t know how to do it, first think, than ask. But you always
should offer some decisions, just ask for the better way.

7. Research examples
U&A and market niche
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External
situations
Prestige
situations
Brands-
seekers
Searching for
the best
Citizens
In-home
consumption
With
family
With
friends
To cheer up
To relax
To have a bite
Gift
Cafe
Rendezvous Gourmetes
Crefree
Office
Enter to the
category
Premium
Mainstream
Low-cost
Business-
meetings
With
guests
Single

8. 8
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5
Brand 6
Brand 7
Brand 8
Brand 9
Brand 10
-4
-3
-2
-1
0
1
2
3
-3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2
Neutral players
Expensive brand
for professionals
High added value
Ordinary
Internalized brandReliable but too
traditional for me
Per cent of
inertia 46,2%
Per cent of
inertia 26,2%
Leader of the
market
Ordinary brand for
wide range of
customers
Traditional and credible
brands, but not
attractive for customers
Brand for older
people who are
oriented on brand
making purchase
Research examples
Brands’ map

9. Research examples
CBC
Importance of characteristics in decision-
making process
Alternatives utility
22%
12%
18%
20%
24%
22%
16%
16%
16%
42%
48%
44%
Gadget 1
users
Gadget 2
users
All users
Size of display
Supported type of connection
Memorysize
Price
-1.07
0.40
0.66
-1.06
1.06
-0.82
0.10
0.72
1.50
0.22
-2.79
-1.27
0.43
0.84
-0.98
0.98
-0.80
0.07
0.74
1.27
0.20
-2.73
-0.77
0.36
0.41
-1.18
1.18
-0.84
0.15
0.69
1.84
0.26
-2.87
Size of display 1
Size of display 2
Size of display 3
Type of supported connection 1
Type of supported connection 2
Memorysize 1
Memorysize 2
Memorysize 3
Price 1
Price 2
Price 3
All users Gadget 1 users Gadget 2 users
Base
198
99
99
9