2. Highlights
The market research segment has been growing about
15% per year in Brazil in the last five years.
Brazil is in 11th position in the world market research rank
and 1st in Latin America.
The expenses with market research per 1,000 inhabitants
are:
in Sweden: US$ 46,41
in the USA: US$ 28,90
in Brazil: US$ 2, 87
Member:
QuorumBrasil®
3. About Us
8 years building relationships and collaborating in strategies
We conduct results market research
Professionals with different background and experiences
Headquarters in São Paulo
Acting in all Latin America
QuorumBrasil®
4. Our Positioning
Simplifying the customer’s life
Methodologies aligned to business
Agility, Support and Expertise
Recommendations & Action Plans
QuorumBrasil®
7. Special Projects – Monthly Soundings
Sectorial Image International Trade Potential
Consumer’s behavior Social Responsibility
Youngsters and Investments Customer Attraction and Loyalty
Governmental purchases Competitiveness Practices
Shipping and Handling Costs Corporate Investments
IT Investments Women and Investments
Social Classes and Investments Dollar vs. Interests vs. Taxes
Women and Wages Youngsters and the Ideal Job
Consumption Passions American crisis & Investments
QuorumBrasil®
8. QuorumBrasil® on the media
30/07/2007 - 14h46
Executivas priorizam remuneração em
vez de avanço na carreira, diz pesquisa
VINICIUS ALBUQUERQUE
da Folha Online
Estadão Mesmo de olho em avanços na carreira profissional, as executivas atualmente
priorizam cargos em que a remuneração inicial já seja alta, segundo pesquisa da
Quorum Brasil divulgada nesta segunda-feira.
A pesquisa mostra que, entre as executivas entrevistadas, 31% citam como fator
de maior relevância na decisão de aceitar um cargo executivo a remuneração,
enquanto 23% citam como maior preocupação a perspectiva de crescimento na
carreira.
"Aquela história de que 'já que sou mulher aceito qualquer coisa' acabou", diz o
sócio-diretor da Quorum Brasil, William Horstmann. "O que detectamos na
pesquisa é que aquela fase em que as mulheres queriam simplesmente conseguir
o emprego acabou. Elas hoje já têm uma consciência muito grande, uma formação
e reconhecem seu potencial."
VOCÊ S/A
O levantamento foi feito entre a última semana de junho e a primeira semana de
julho. A sondagem entrevistou 150 mulheres em cargos executivos ou de alta
gerência, de cem empresas, como Basf, 3M e Probel. Entre as executivas
entrevistadas, 60% são casadas. A faixa etária é de 28 a 47 anos.
A remuneração atual dessas executivas não condiz com a responsabilidade que
detêm nos cargos que ocupam, segundo a pesquisa. Das entrevistadas, 48%
disseram que sua remuneração atual está abaixo da média, quando consideram
as decisões que têm de tomar em seus cargos. Outras 43% consideram que seus
salários estão na média e apenas 9% disseram que ganham acima da média.
De acordo com Horstmann, a tendência de executivas que colocam a
remuneração à frente das perspectivas de crescimento na empresa é um
fenômeno que vem ganhando expressão nos últimos dois anos.
Ele destaca também o grau de formação das executivas: 59% delas têm MBA
(contra 41% que não têm). Mesmo assim, ainda que o MBA seja quase um pré-
requisito básico para avançar na carreira, ele não equivale a um ganho salarial
Valor Econômico
correspondente. "O MBA, de acordo com as executivas, não ajuda a alavancar os
QuorumBrasil®
9. Internal
Climate
Communication
Effectiveness
Co
mm
er® itm
Vi ew en
t®
Concept/Product
Tests
® &
Customer
ya ion
Qu
Satisfaction
Lo fact
ali
lty
Te
tis
st®
Sa
Simplificando
Persp
Posit ives ®
tion ®
Caminhos Value Curve
ect
Percep e
ionin
(Blue Ocean)
Valu
Image &
Positioning
g
Cu
Eq sto
ui m r®
ty er
® il de
Bu
Potential & Planning &
Competitiveness ® Strategy
Channels Analysis
Customer Analysis
Market
Potential
10. What is Satisfaction & Loyalty®?
Customer Satisfaction
Tool for Basic and outstanding criteria
identification of the Brand perception and proximity
basic and Internal and external satisfaction
outstanding
criteria in the Customer segmentation
creation of brand Vulnerable
Loyal
loyalty
Critical
Attractive
Recommendation and Action Plan
QuorumBrasil®
11. Analysis Framework
Brands Visibility – 1st Reference / Spontaneous
Perceptions External
Presence Preference Prestige Proximity Perspective
X
Internal
Choice Criteria
Perspective
Values
Basic Value-adding Outstanding
Level of Satisfaction
Level of Recommendation Intention of repurchase
Recommendations
Performance
&
Segmentation
Action Plan
Satisfaction Satisfaction Satisfaction
vs. vs. vs.
Visibility Proximity Recommendation
QuorumBrasil®
12. What is Positioning Perspectives®?
Image and positioning
Attractiveness values
Rational and emotional image
Tool for evaluating Identity and personality
the image and Internal and external perception
gaining
competitive edge Competitive structure
Purchase references
Experimentation and reputation
Presence and proximity
Competitive scenario
Recommendation and Action Plan
QuorumBrasil®
13. Analysis Framework
Visibility / Prestige/ Presence / Proximity / Reputation
Brands Scenario Choice Determiners
& Deciding on
During the
purchase
the brand
Success Factors process
Rational e Emotional Key-Value
Brands Images
Perceptions
Spontaneous Identity
&
Products and
Image Services
Corporate Brands Brands
Attributes Personality Elements
Attributes
Conclusions and Recommendations
QuorumBrasil®
14. What is Quali Test®?
Concepts / packaging test
Consumer market profile
Acceptance and development
Tool for minimizing Competitiveness and opportunities
Correction and maximization
risks and
maximizing
Product test
opportunities Consumer market profile
Brands scenario
Fulfill of expectation
Correction and maximization
Recommendation and Action Plan
QuorumBrasil®
15. Analysis Framework
Category Relevance
Category
Experiences
Behavior and Current Problems
Market
Scenario Used Conclusions
Problems Relevance Solutions
&
General Perception
Recommendations
Spontaneous Perceived
Competitive Edge Benefits
Concept
Evaluation Correction and Maximization Points
Intention of Use / Recommendation
QuorumBrasil®
16. What is Viewer®?
Communication Concept
Suitability levels
Comprehension levels
Tool for
Development and adjustment
maximizing the
Correction and maximization
performance of
concepts, products
Communication Effectiveness
and
Attention (recall levels)
communication
Interest (reactions)
Desire (comprehension)
Action (purchase intent)
Compared image
Recommendation and Action Plan
QuorumBrasil®
17. Analysis Framework
Habits & News
Consumer’s
Profile
Media Brands Purchases
Campaign’s Evaluation & Impact
Got Held Aroused Obtained
Attention Interest Desire Action
Reactions to Understanding Purchase
Recall
the Message of the Message Intention
Spontaneous
Image Comparison
Confirmed vs. Unconfirmed Recall
Stimulated
Satisfaction and Recommendation
QuorumBrasil’s Recommendations
QuorumBrasil®
18. What is Potential and Competitiveness®?
Market Potential
Market development
Market volume
Tool focused on Market structure
business Competitive structure
organization and
market profile
Competitive Scenario
Market demands
Brand Image
Strengths and weaknesses
Opportunities and threats
Recommendation and Action Plan
QuorumBrasil®
19. Analysis Framework
Market Volume and Value
Market Development - Technologies
Risks
Structure
Presence of Sales and Distribution Channels
&
Opportunities
Main Players, Factories, Products
Purchase Decision Process
Basic Value-adding Outstanding
Strategy Purchasing Habits / Objections Recommendations
&
Sales Channels / Decision Channels Action Plan
Brands Image
QuorumBrasil®
20. What is Customers Equity®?
Clients Analysis
Attractiveness vs. competitiveness
Quality groups
Tool focused on Relationship demands
the development of Service strategy
service and growth
strategies Channels Analysis
Performance structure
Channels relevance
Channels demands
Evolution / entry strategy
Recommendation and Action Plan
QuorumBrasil®
21. Analysis Framework
Level of Attractiveness
Establish the criteria
Quantitative that define the cut-off
Distributor Qualitative Mapping &
line between the
Variables Variables Classification
and/or Channels Distributors to be
Data Treatment served by the
Analysis company and the
eliminated ones
Corrections & Validation
Structure the model of
Evaluation Criteria relationship that
Diferenciação differentiates the ones
Basic Value-Adding Outstanding who remain with the
company
Distributors’ Clients
& Identify attractiveness
Direct Channels points to generate
Demandas e business to the
Expectativas Choice Criteria of the Product Supplier Distributors that
remain and that will
Strategic Tactical Business serve the eliminated
Factors Attributes Extension ones
Service Strategy – Conclusions and Recommendations
QuorumBrasil®
22. What is Commitment®?
Employee Satisfaction
Objective and emotional criteria
Tool for evaluating Levels of Relevance
the internal climate Perception of the environment
and maximizing
the commitment of
Commitment
human resources
Relationship with the brand
Understanding of the objectives
Alignments & Opportunities
Recommendations and Action Plan
QuorumBrasil®
23. Estrutura de Análise
Internal Profile
Business Spontaneous Perception – Company &
Leadership
Area
QuorumBrasil
Level of Agreement – Affirmative Sentences
Recommendations
Corporate Values
Years of
Service
Knowledge Understanding
Corporate Values Practice
Age
Group Environmental Structure
Weaknesses Demands
Action Plan
Associated Strategy
Hierarchy
Alignments Opportunities
QuorumBrasil®
24. What is Builder®?
Planning
Analysis tool Internal diagnosis
focused on Market analysis
Clients and channels analysis
organizing
information and
creating
Strategy
Strengths and weaknesses
commitment
Opportunities and threats
Responsibilities and time schedule
Workshop and Action Plan
QuorumBrasil®
25. Analysis Framework
1 Internal Diagnosis
Corporate Business Available Marketing Mix
Objective Evolution Structure & Strategy
2 Market Analysis
Volumes Clients Competitors Risks
and And
Demands Analysis Analysis Opportunities
3 Strategy Definition
Summary Operation Key Actions and Timetable
and
Report Strategy Critical Areas Responsibilities
QuorumBrasil®
26. What is Value Perception®?
Prognostication
Identification of needs and lacks
Tool for Relevance levels
identification of the Demands and expectations
market needs to
build outstanding Blue & Red Ocean
criteria Potential and the best way to explore it
Competitiveness and opportunities
Purchase intention
Cost-benefit perception
Recommendation and Action Plan
QuorumBrasil®
27. Analysis Framework
Decision Process
Decision Segments
Conclusions
Decision Choice Criteria in the Segments
&
Structure Strategic Factors – Tactical Attributes –
Key Value Key Value Recommendations
Weighted Criteria
Problems & Frequency
Seriousness and Solutions
Value Benefits of the Solutions
Action
Benefits & Investments in Benefits
Structure Plan
Brands Associated with the
Benefits and Solutions
Positioning
QuorumBrasil®
28. What is Easy Way®?
Action Plan
Data base
Action qualification
Tool for
Structure and management
development of
Controls and follow-up
action plans and
adjustment of Competitive Orientation
competitive focus Target markets
Structure and performance
Scenarios and opportunities
Basic strategy
Recommendation
QuorumBrasil®
29. Concept Framework
Control and Management
Define key actions
Define maximization points
Review the information base
QuorumBrasil®
30. Concept Structure
1st • Retrieve the available base of information.
Information • Review relevant points of the information.
Base • Brief discussion.
S
T
A “actions can’t be an impossible dream”
Key
G • Impact on the business.
Actions • Capacity of implementing
E
2nd “no management, no administration”
Management • Definition of roles and responsibilities
• Definition of timeline
S
T
A “if the impact can’t be measured, don’t do it”
G KPIs • Definition of effectiveness controls.
E • Frequency of these indicators.
QuorumBrasil®
