This document provides an introduction to Q&A Market Research Company, a market research firm founded in 1998. It discusses the company's history and experience conducting both qualitative and quantitative surveys internationally. The company offers various services to help clients measure customer satisfaction, market performance, diagnose marketing/sales problems, and identify growth opportunities. It conducts research in many regions and countries across various market sectors. Key research solutions offered include brand, consumer, segmentation, concept testing and new product development research. Both qualitative and quantitative methodologies are used, including focus groups, interviews, online surveys, and mystery shopping. In summary, Q&A Market Research Company is an experienced international market research firm that offers a wide range of qualitative and quantitative research solutions.

1. “INTRODUCTION OF Q&A MARKET
RESEARCH COMPANY ”
2013

2. HISTORY
Founded in 1998. Ever since, it has had great experiences in market research industry by
conducting both qualitative and quantitative surveys with the reputable companies at the
local and international scale.
Q&A Market Research Company offers an integrated suite of market information gathered
from a wide range of sources, advanced information management tools, sophisticated
analytical systems and methodologies, and dedicated professional client service to help our
clients find the best paths to growth.
Q&A Since 1998

3. WHAT WE OFFER
Clients work with our services to:
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Measure their customers’ satisfaction
Measure their market performance
Analyse market dynamics
Diagnose and solve marketing and sales problems and
Identify and capture growth opportunities
Our people work closely with clients to help them choose the right set of
information and services and use it to make the best possible decisions.

4. OUR CODES OF CONDUCT
Integrity
We keep the problems of clients and prospects confidential. We divulge information
only with clients’ consent.
Economy
We employ every economy consistent with thoroughness, accuracy and reliability.
Price
We quote prices that will yield a fair profit. We never change our price unless warranted
by a change in specifications.
Delivery
We give our clients the earliest delivery consistent with quality - whatever the
inconvenience is to us.
Service
We leave no stone unturned to help our clients realise maximum profits from their
investment.
Impartiality
We are influenced by nothing but our clients' interests. We tell them the truth.
Accuracy
We watch every detail that affects the accuracy of our work.

5. RESEARCH CONDUCTED IN:
Regions:
Countries:
Central/Eastern Europe
Middle East
Western Europe
USA
USA
ENGLAND
FRANCE
ITALY
GERMANY
SPAIN
RUSSIAN,
AZERBAIIJAN
KAZAKHSTAN
CHINA
AUSTRALIA
INDIA
UZBEKISTAN
TURKEY
EGYPT
DUBAI
SAUDI ARABIA

6. Market Sectors
Durables / Electrical Goods
Retail / Wholesale
Healthcare / Pharmaceutical
Detergents
Media
Advertising / Public Relations
Banking & Financial Services
Cosmetics / Hygiene
Automotive

7. Research Solutions
• Brand Research
• Consumer Research
• Segmentation Research
• Concept Testing
• KPI (Key Performance Indicator Research)
• New Product Development
• Perception/Awareness Research
• Packaging / Design
• U&A Usage and Attitude Research
• Customer satisfaction studies
• Feasibility Research
• Advertising research (post/pre tests)
• Brand Research Image/Loyalty/Equity
• Ad Tracking studies via CATI
• Positioning/Benchmarking
• Mystery shopping exercises
• Market sizing studies

8. Methodologies
• Face to Face (F2F)
• Business-to-business (B2B)
• Business to Government (B2G)
• Data mining
• Demographic Research
• Ethnographic Research
• International Studies
• Panels
• Pricing Studies
• Product Testing
• Statistical Analysis
• Tracking Studies
• Usage & Attitude Studies

9. Research Services
Qualitative Research
Focus Groups
Recruiting
In-depth Interviews
Home Visits

10. Research Services
Quantitative Research
CAPI
CATI
Mail
Online
Mystery Shoppers

11. EXPLORE OUR MODELS

12. Ok, so you’ve got your great advertising idea – of course you have. But is it going to hit the proverbial bullseye?
You need to know how your audience will react before you part with your cash for the actual campaign.
And this is where the Q&A Market Research Creative Test comes in. Our expertise brings you the latest thinking about
communications testing - and distils it to the key things you need to know. We’ve made it that simple.
PRODUCT DESCRIPTION
So what exactly do we do for you? How are we going to ensure the concept you’ve painstakingly put together is going to get
the rigorous going-over it needs to be a success?
The good news is we leave no stone unturned, gleaning both rational and emotional reactions to your era-defining opus. To
give you that crucial, in-depth, specific, moment-by-moment analysis we provide state of the art testing for both video and
static formats.
Our industry-leading Heat Map shows the hot and cold reactions your ideas and images provoke. We provide frame-by-frame
feedback for video ensuring you discover the most emotionally charged moments of your ad.
Asking in-depth questions we determine how well your ad is doing compared with the plethora of other ads we’ve tested, and
we can filter all responses into key demographics in whatever way you want – age, gender, region.
You provide the ad, we provide the knowledge.

13. WHAT YOU GET
Second-by-second response: Video only
Consumers rate your advert in real time, recording their reaction at second intervals.
You will see the % of people who liked, disliked and were indifferent to your advert,
and when they felt strongest. By clicking play on the video you can see a second-by-second
breakdown of their reaction, and the timeline at the bottom shows the overall reaction split
by second.
Q. Rate the advert as it plays by sliding the bar to the left or right.
(towards thumbs up or thumbs down)
Likes / dislikes heat-map: Image only
Using our heat-map technology we show which parts of the creative they like and dislike.
See the overall reaction to the advert, key design cues, and the top unprompted likes and dislikes.
Q. Use a red and green marker to highlight parts of the advert which are well and poorly received.
Q. Tell us how much you liked the advert overall.
Lovers and Haters Summary
Using the average from the second-by-second response (video) or the overall reaction
(image) we define who loves, hates and is indifferent to the advert.
Automatic statistical significance testing on demographics then highlights
any interesting differences.

14. WHAT YOU GET
Messaging
Explore the key messages and take-outs that resonate with consumers after watching your
advert. Test your key hypothesis by setting up several statements and examine which are
selected most frequently. Test your key hypothesis by setting up several statements and
examine which are selected most frequently.
Emotional Engagement
A summary of emotional resonance, plotting the most frequently occurring emptions against
the strength of emotion felt. Identify your key emotions, and understand how your advert is
affecting the audience positively or negatively.
Q. Select the four key emotions you felt after viewing the advert. (emoticons with labels)
Q. Select the intensity felt for each emotion – low, mid or high intensity.
Emotional Comparison
Compare the emotional reaction to our database of norms, exploring how your advert
performs against the competition.
Q. Select the four key emotions you felt after viewing the advert (emoticons with labels)

15. WHAT YOU GET
Key Metrics
Explore key metrics of relevance, brand effect and purchase intent. Understand where your
advert sits on our norms database.
Q. How relevant was the advert to you?
Q. Did it change the way you feel about the brand?
Q. Were the claims in the advert believable?
Q. Did it make you more or less likely to take action (purchase, change behavior etc)?
Engagement / Impact Matrix
See where your advert sits on a rational / emotional matrix so you can understand if you are
tapping into system 1 or system 2 consciousness.
Examine where you sit in relation to other adverts by looking at our norms heat-map
Key Reactions
Find out the key unprompted reactions to the advert, clearly see the most resonant message.
Q. How do you feel about the advert? What is the key word that comes to mind?

16. Likes and Dislikes
Compare the emotional reaction to our database of norms, exploring how your advert
performs against the competition.
Q. Select the four key emotions you felt after viewing the advert (emoticons with labels)
Viral Likelihood
Get a quick read on the likelihood that the advert will go viral, and compare that
against how consumers have rated other adverts.
Q. Do you think a friend would share this advert with you on a social network?
Q. Would you share this advert with a friend?
Q. How likely do you think that this advert would go viral?
Demographic Summary
View your survey summary on a page – the total number of completes, target group, age
range, gender split and regional breakdown.

17. You have developed a great new idea but, before you launch it, you need feedback from the people that are most likely to buy
it. NPD research can often be a lengthy and expensive process, interrupting workflows and adding unwanted pressure on
budgets. With this in mind we decided to create our NPD product – distilling cutting edge, industry leading thinking into a Q&A
format, and delivering results for a fraction of the cost, in a fraction of the time.
PRODUCT DESCRIPTION
So, how does it work? Well, you simply select your target audience, upload an image and description of your product, and we
ask consumers to review and give their feedback. From design reception to pricing elasticity; from strengths and weaknesses
to ideas to make it better, Q&A NPD test gives you all the information you need to make informed decisions about your
product development.

18. WHAT YOU GET
Lovers and Haters – Design Feedback
Consumers rate your advert in real time, recording their reaction at second intervals.
See what % are lovers, haters or just plain indifferent, and compare this against our database
of previous studies. Access aggregate heat-maps to explore the reaction to the design.
Q. Overall how much do you like this product?
Q. Use the red or green heat-map markers to highlight the parts of the idea you like or dislike.
Price Demand Curve
Understand your maximum potential market penetration at four key price points.
We ask people how likely they are to buy your product, then using an industry standard
pricing technique called Gabor Granger, we estimate how many of them actually will!
Q. How likely is it that you will purchase the product at ‘xx price point’
Repeated 4 times at different price points (randomized)
Price Demand Curve
See how much revenue you can expect to make at each price point.
By multiplying each price point by the expected market penetration we can estimate
your revenue potential per 100 people, for each price.
Q. How likely is it that you will purchase the product at ‘xx price point’
Repeated 4 times at different price points (randomized)

19. WHAT YOU GET
Ideas to Make It Better
Crowd source your ideas to improve the product from your panel of consumers.
We ask for creative ways to improve your product, then let you navigate them on an intuitive
chart. Automatically view key themes grouped together through text analytics, or search for key
words and download the transcripts.
Q. Do you have any ideas to improve the product? Yes: What are they?
Dislikes Matrix
Explore the ‘Why’ behind the negative design feedback.
See the negative design feedback in context, with a heat map of the product and the reasons
people gave for disliking it.
Q. Use the red or green heat-map markers to highlight the parts of the idea you like or dislike
Q. Please write what you dislike about the product
Product Message
Test your hypothesis by exploring the resonance of key product attributes.
Ask consumers which of a series of attributes they associate most closely with your
product – either use or Q&A standards, or write your own to test key hypothesis.
Q. Which of the following do you associate most closely with the product,
click as many as apply.

20. WHAT YOU GET
Likes Matrix
Explore the ‘Why’ behind the positive design feedback.
See the positive design feedback in context, with a heat map of the product and the reasons
people gave for liking it. By multiplying each price point by the expected market penetration we
can estimate your revenue potential per 100 people, for each price.
Q. Use the red or green heat-map markers to highlight the parts of the idea you like or dislike
Q. Please write what you like about the product
Lovers and Haters Summary
Using the overall reaction of your product we define who loves,
hates and is indifferent to the advert.
Automatic statistical significance testing on demographics then
highlights any interesting differences.

21. So you’ve brainstormed and you’ve got a load of great ideas. Now you’re thinking – which one? Q&A’s Choose It Test finds out
for you. Send us your top five ideas – be they ads, names, flavours, the list is endless - and let the consumer tell you.
The quickest way to find out which of your ideas to pursue.
PRODUCT DESCRIPTION
Here’s how it works: We don’t just get the chosen band of consumers to rank your five ideas in terms of preference - that
don’t get off that lightly! No. We get your target audience to rank your five ideas in terms of preference - and then ask the
same people to describe the pros and cons of their favourite and least favourite ideas. That way we can delve into the why as
well as the what!
These findings are then immediately available to you. Of course you can filter any of the feedback - gender, age, region - to
ensure the most detailed analysis of your target audience.
The best bit about Choose It? It is both cost-effective and efficient, as the whole process takes a matter of hours. You’ll be up
and running with your best ideas in no time at all. So if you’re ever stumped, just log on and ask your target customer!

22. WHAT YOU GET
Ranking
Quickly see which one of your ideas was most selected in first place, as well as viewing the
average rank of each idea.
Q. Please rank each idea in order of preference. Click on your favourite idea first, then click on
your second favourite next, and so on in sequence.
Overall Ranking
Explore where each idea was ranked in each different place.
Q. Please rank each idea in order of preference. Click on your favourite idea first,
then click on your second favourite next, and so on in sequence.

23. WHAT YOU GET
Likes & Dislikes
Receive the why behind the ranking with unprompted likes and dislikes. For image-based
tests there is heat-map design feedback, while for text-based tests the strongest parts of the
idea will be in larger font.
Q. Write what you liked and disliked about the advert in one word (maximum 6 things)
Q. Use the red or green heat-map markers to highlight the parts of the idea you like or
dislike
Q. Use the text highlighting tool to mark on the idea the parts you like, and the parts you
dislike
Demographic Summary
View your survey summary on a page – the total number of completes,
target group, age range, gender split and regional breakdown.

24. The most important information a business owner or marketer needs is how to grow their market share. From which
competitors can you gain share? To which competitors could you lose share? And which customers are involved – what are
their demographic characteristics? ConversionModel Express answers these questions in a matter of hours.
PRODUCT DESCRIPTION
ConversionModel Express is a market share and brand equity management system. By quantifying the gap between your
brand’s equity and its market share, it tells you whether you need a defensive or an offensive strategy. It identifies which
competitors are a threat or an opportunity; and it helps to determine which customers you should target.

25. WHAT YOU GET
Summary Dashboard
Your brand’s market share growth strategy in a nut-shell: should you be playing offense or
defense? Which competitors are the biggest threats or opportunities? Who should you be
targeting? We summarize all of that in this report.
Market Share Overview
The analysis establishes the market shares of your brand and your key competitors.
Our survey measure of market shares correlates strongly with real market share.
Market Share Comparison
The secret to establishing the market share potential for all brands, is to quantify
the gap that exists between each brand’s current market share and its brand equity.
A positive equity gap means that the brand has potential to grow.
Negative equity means its market share is at risk.

26. WHAT YOU GET
Competitors: Attack or Defend
Which competitors pose a threat to your brand; and which are an opportunity? This analysis
quantifies the extent to which you could lose or gain market share from each competitor. It
helps you set priorities. Who can you attack? Against whom must you defend?
Equity Signature
This is your brand’s equity signature. Some customers are slipping away. It tells you how
many. Others are close to defecting entirely. It tells you how many. Some are thinking of
using you more; and there are non-customers thinking of starting to use you. In each case,
it tells you how many.
Compare Equity Signatures
In a competitive market place, it’s not only essential to know how strong your brand is. It is
also crucial to know how you compare with competitors. This report enables you to compare
your equity signature with that of all your key competitors.

27. WHAT YOU GET
Return on investment estimates
When you take into account the ebb and flow of people moving to or away from your
brand, what will be the approximate net effect on your top line? This chart quantifies the ROI
implications of your brand’s current equity situation.
Targeting: who’s in each equity group
Knowing the brand equity for your and your competitors’ brands is essential information.
Being able to identify competitors that are a threat or opportunity, is also essential.
And so is targeting: which customers should you worry about? Which non-customers could
you gain? This analysis gives you guidance on who to target.

28. Quantitative Strategic Analysis Techniques
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SPSS, E-Views and AMOS software program;
Parametric and Nonparametric Tests:
T/Mann Whitney U Tests
ANOVA/ Kruskal Wallis Tests
Paired T / Wilcoxon Tests
Discriminant Analysis
Clustering Analysis
Correspondence Analysis
Conjoint Analysis
TURF Analysis
Data Mining
Factor Analysis
Scaling Analysis
Chi-Square Test
Correlation-Regression Analysis
Time Series Analysis
Structural Equation Modeling (SEM) Tests

29. RESOURCES
Q&A conducts its services by means of experienced staff working for our company on full-time,
part time and free-lance basis.
Our core staff includes:
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Researchers
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Moderators
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Coders
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Call Centre Agents
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Interviewers
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Analyst
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System Administers
10
5
5
40
40+
2
2
(full time for CATI)
(as many freelancers as the project requires)
Our Technical Resource includes:
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Operating System
2
(Microsoft server)
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Number of Terminal
20
(Windows XP)
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Internet
ADSL Connection
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Adobe Acrobat
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Adobe Photoshop
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AVAST Anti-Virus enterprise edition
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Microsoft SQL

30. WHAT WE HAVE DONE?
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25,000 CATI INTERVIEWS
15,500 FACE TO FACE INTERVIEWS
160 IN HOME VISITS
400 IDIs
400 FGs
To explore more www.qamarketresearch.com

31. REFERENCES & CREDENTIALS
AUTOMOTIVE INDUSTRY
FORD - ENGLAND - Car Clinic
RENAULT - IHV In-home Visit / Driving Experience
KIA
CITROEN
PEUGEOT
DOOSAN – KOREA
HYUNDAI – THRU IPSOS KOREA
MEDIA COMPANIES
TNT
DISCOVERY CHANNEL – Broadcast Streaming

32. MARKET
CARREFOUR - Customer Satisfaction
PUBLISHING HOUSES
Pearson - LONGMAN – Customization of English Books
MC KINSEY – EDUCATION IN TURKEY – 400 CAPIs
FINANCIAL INSTITUTIONS
VISA CARD - Usage Habits
FINANSBANK - Ad Pre&Post Test

33. FMCG
YVES ROCHER – Product Test
LOREAL PARIS – Sniff Test / Product Test / Package Test
COCA COLA Zero – Concept Test / Ad Pre&Post Test
NESTLE Nesquick - Package Test - Concept Test
KIMBERLY CLARK – IHV Usage and Attitutedes
ALGIDA – Taste Test
NUTELLA - Product Test
BURGER KING - Mystery Shopper
LIPTON Herbal Tea – IHV Tat Testi
MAGNUM - Ad Pre&Post Test

34. ELECTRONIC DEVICES AND DURABLE GOODS
TOSHIBA - Focus Group - Ad Pre&Post Test
SONY ERICSSON - Usage and Attitudes
BOSCH – SIEMENS – IHV In-home Visit
SAMSUNG Air Condition– 1600 CATIs
INTEL –- 800 CAPIs
MEDICAL
Alzeimer hastalarıyla - In depth - ilaçları kullanırken neleri
dikkat ettikleri. Ilaçları neye göre seçiyorlar.

35. Organization Chart
Managing Director
Quantitative
Research Manager
Qualitative Research
Manager
Customer Rel.
Specialist
Customer Rel.
Specialist
Analysis&Reporting
Moderator
Field Operation
Recruiter
Reporter