Market Research

Objective:
- Brand feedback
- Brand Tracker
- Consumer expectations
- Concept Optimization
- Digital Panel
- Ethnographic shadowing
- Flavor screening
- Message resonance
- Mystery audits
- Price elasticity
- Product Opportunities
- Relationship measurement

Methods:
- B2B Telephone Research
- Mobile Research
- Global face to face
- Global HNWI Panel

BRAND FEEDBACK
The aim of image and brand analyses is to strengthen the image of a company
or brand, its products or services through concrete recommendations on actions and
positioning derived from the results of the analysis.
QUESTIONS:
How do customers view the company/brand/products/services?
What are the core competences?
Where do the strengths of the image lie? Where are the weaknesses? (Analysis of
strengths and weaknesses)
Where are there deficits in the image between the customer viewpoint and the
companys self-perception?
How many consumers use the brand?
METHODS:
AMR successfully measures appearances, image attributes and brand strengths as
well as comparing desired versus actual images using a variety of quantitative
and qualitative methods (association processes/scaling).
BRAND TRACKER
The aim of tracking studies is to compile time series of information on brand
awareness, brand usage and brand image so as to identify changes over the course
of time.
Carrying out regular surveys of brand awareness and image enables you to identify
the influences of advertising campaigns, new product lines, design changes etc.
QUESTIONS:
What is the level of brand awareness?
What is the attitude to the brand?
How is the brand image rated?
What brand preferences exist?
Advertisement tracking: What central indicators of the effect of advertising can be
used as success criteria for an advertising campaign?
How great is the recall of advertisements?
METHOD:
AMR regularly carries out tracking studies with different target groups (B2B and
B2C). For surveys here, in the first instance AMR recommends telephone (CATI)
surveys specifically geared to the target group.
CONSUMER EXPECTATIONS
The aim of the U&A studies is to discover approaches to the optimization of
existing products and find inspirations for new products, while also strengthening
the loyalty of current customers to the brand or products and gaining new
customers.
QUESTIONS:
Which products/brands do people use? (Usage behavior, usage habits)
How often? (Usage frequency)
When? Where? What for? (Opportunities)
For what reasons are particular products/brands used?
What do consumers expect with regard to products/brands? What benefits?
To what extent are their expectations met? How satisfied are the consumers with
their product and the way it performs?
How are the brands/products perceived? How do consumers see the
brands/products? What are the strengths/weaknesses?
How are the brands/products perceived in the competitive environment?
METHODS:
To gain information about consumer behavior with certain products, AMR primarily
uses CATI surveys or online surveys, including in combination with keeping diaries,
nationally and internationally.
Tracking studies carried out at regular intervals can enable you to pick up on
changes in consumer behavior and market trends in real time.
CONCEPT OPTIMIZATION
The aim of concept tests is to select the most promising ideas from a number of
concepts.
This involves evaluating new ideas or concepts before introducing a product or the
start of a campaign; the findings can be used to derive details of customer interest,
recommended modifications, or suggestions for optimizing the range of products or
services and their positioning. The product evaluation takes place on the basis of
verbal descriptions of products/concepts, not finished products.
QUESTIONS:
How are the concepts/ideas rated generally? (Acceptance)
What is the main message?
What do people like or dislike? (Strengths and weaknesses)
How are the concepts/ideas evaluated (easy to understand, credible, innovative
etc.)?
Do they trigger interest/purchase intentions? Is there market potential for the
product (service/brand/logo etc.) illustrated by the concept?
On what occasions would the product be used?
Does the idea fit with the brand? (Brand fit)
Who does the concept appeal to? (Potential target groups)
Where is there potential for improvement?
Which concept idea is preferred? (Comparative evaluation of alternative ideas)
METHOD:
The range of services at AMR includes concept tests in qualitative form (in-depth
interviews, group discussions) and quantitative form (CATI, online).
Comparative evaluations of alternative ideas can be carried out using
benchmarking.
DIGITAL PANEL MIXED MODE APPROACH OF CATI, ONLINE AND MOBILE
RESEARCH.
AMR has amassed an impressive proprietary database of business professionals
worldwide in the following areas:
IT-Management,
Financial Services and
Healthcare.
AMRs profound B2B panels consist of validated and qualified
respondents. These have been recruited from numerous past studies and from
credible sample sources.
AMR has conducted numerous international studies with IT-Managers,
financial services provider and with experts from the healthcare sector and disposes
of robust panel members of different levels of responsibility and positions.
Traditional online panel recruitment and verification processes suffer from a lack of
transparency and from qualitative deficits. The widespread use of online panels has
nowadays diluted the quality of data.
The specific power of our proprietary panels is based on keeping respondents
engaged by deliberately not only incentivizing them monetarily. Minimal monetary
incentives often do not sufficiently engage high profile B2B-respondents. AMR
outreaches this qualitative lack of traditional online providers via targeted content
management. Delivering substantial targeted content to high profile respondents
keeps them engaged and locked in the panel for longer periods than traditional
online panels. AMRs content management and reports are a source of information
which provides our clients with valuable insight. In an effort to boost quality and
transparency, AMR has used a unique method of panel building, telephone
recruitment and careful screening based on credible criteria.
All respondents in our B2B online and offline panels have been recruited and
verified by phone. This guarantees a high quality in selecting B2B target groups.
Furthermore, mobile research guarantees a high availability of panel members. In
this way, our institute built up many proprietary panels for tracking studies.
ETHNOGRAPHIC SHADOWING
The aim is to discover the significance of a product or brand in everyday life with
the involvement of test persons. The focus here is on observing consumers in their
everyday environment.
AMR uses ethnographic research methods (participative observation, keeping
diaries, in-home interviews) as an element of qualitative market research in
combination with in-depth interviews.
The areas of use include accompanied shopping, house visits and consumption
habits.
FLAVOUR SCREENING
The aim of taste and smell tests is to check the acceptance of the taste or smell
of new or existing products amongst the target group.
The analysis is intended to provide an insight into specific customer perceptions in
order to test the taste or smell of a product for its marketability.
QUESTIONS:
How is the taste (smell) rated overall? (Acceptance, attractiveness)
What spontaneous associations does it evoke? (Likes/dislikes)
Why is the taste (smell) preferred or rejected? (Strengths, weaknesses)
What opportunities for optimization can be identified?
How are certain characteristics of the taste (smell) rated? (Detailed evaluation)
 Who does the taste (smell) appeal to? (Potential target groups)
Does the taste (smell) trigger interest and a purchase intention in the target
group?
What differentiates the taste (smell) from competitive products/similar well-known
products?
Does the taste (smell) fit with the product and the brand?
METHOD:
The range of services at AMR includes taste and smell tests in qualitative form
(group discussion) and as a home use test, combined with CATI or online survey,
studio test).

MESSAGE RESONANCE
The aim of analyzing advertising effectiveness is to ascertain both the quantitative
and qualitative effects of your advertisements. As well as increasing awareness
levels in the short term, the focus above all is on your brand image and your target
groups willingness to buy.
QUESTIONS:
Does the advertising catch the target groups attention? (Awareness/recall effect)
Which advertisements and which individual aspects/content (slogan, originator) of
the advertisement does the audience remember?
How is your advertising message rated? (Communication power of the
advertisement)
Is the main statement/main message recognized and understood?
How well does the advertising fit with the brand image?
What is the companys/brand image?
Are attributes of the companys/brand image conveyed?
How likable is the brand?
Is the target groups interest in the product awakened? Does it trigger a purchase
intention? (Product/purchase interest, relevant set).
WHAT IS MESSAGE RESONANCE?
Message Resonance is not limited to just analyzing the way the content and design
of your advertising are evaluated, but also contains an image analysis of the
company behind it, its brands and its products.
Message Resonance = consumer acceptance resonance purchase
interest + image communication
Depending on the type of company, advertisement and target group, AMR uses
different qualitative and quantitative methods to analyze advertising effectiveness
and resonance. The most commonly used method is telephone (CATI) and online
surveys.
AMR also uses forward-looking mobile research tools with which online surveys are
carried out more flexibly.
MYSTERY AUDITS
Mystery shopping is a process used to acquire the most objective possible
assessment of service quality, evaluate quality aspects in terms of service, advice
and sales from the customer perspective, and reveal any weak points. The aim of
the analysis is to find potential for optimization, increase customer satisfaction
and win over new target groups.
CATALOG OF CRITERIA FOR MYSTERY SHOPPERS:
Where do the strengths and weaknesses lie in terms of giving advice, concluding
sales and providing customer care (e.g. selling behavior, reactions during the sales
discussion)?
To what extent are the prescribed standards met? (e.g. service standards,
appearance, product placement, behavior during checkout processes)
Are the mystery shoppers satisfied with the service quality? To what extent?
Where do the causes of customer dissatisfaction lie?
How are dimensions such as appearance, friendliness or the speed of reaction
when giving advice rated?
METHODS:
AMR helps companies evaluate the quality aspects of their services with the use of
innovative methods and professional-quality analysis. AMR has developed a new
product for this: the Advanced Mystery Audits.
WHAT IS THE ADVANCED MYSTERY AUDIT?
The analysis procedure of the Advanced Mystery Audit is a web-based mixture of
mystery shopping and mystery calling, customized to the service aspect(s) that
need to be tested.
PRICE ELASTICITY
The aim of price research is to discover the price thresholds or optimal product
price for consumer purchase intentions.
CENTRAL QUESTIONS:
What product price do purchasers accept?
How high is their willingness to buy?
At what price is the purchaser still willing to buy, and at what price is he no longer
prepared to do so? (Price range)
METHOD:
The optimal price is ascertained in different stages:
Open identification (consumers state their price/price range without requirements
being set), measurement of the subjective price range on the basis of corresponding
questions
 Measurement of the highest and lowest price for which there is a purchase
intention (analysis of the number of likely purchasers)
AMR recommends the use of conjoint measurement procedures in conjunction with
a concept or product test and an integrated price test, during which the individual
product concepts are evaluated together with a price.

PRODUCT OPPORTUNITIES
The aim of product tests is to check the target groups acceptance of new or
existing products.
The analysis aims to provide an insight into specific customer perceptions of new or
existing products so as to test them for their marketability. In addition, depending
on the objective the general market opportunities can be assessed and market
potential can be analyzed according to the prices customers are willing to pay.
QUESTIONS:
How is the product rated overall? (Acceptance, attractiveness)
What spontaneous associations does it evoke? (Likes/dislikes)
Why is a product preferred or rejected? (Strengths/weaknesses)
What opportunities for optimization can be identified?
How are particular features of the product rated? (Detailed evaluation)
Who does the product appeal to? (Potential target groups)
Does the product trigger interest and a purchase intention in the target group?
What differentiates the product from competitive products/similar well-known
products?
Does the product fit with its positioning?
Does the product fit with its brand/brand image?(Brand fit)
METHOD:
The range of services at AMR includes product tests in qualitative form (group
discussions) and quantitative form (home-use combined with CATI or online surveys)
and uses particular tools depending on the objective, for example to analyze the
price, packaging, usability, design, name or flavor.
The use of multivariate processes allows for more in-depth analyses with regard to
the optimal alignment of the products.
Comparative evaluations with alternative products can be carried out using
benchmarking.
RELATIONSHIP MEASUREMENT
The aim of analyzing customer satisfaction data is to increase customer satisfaction
with the company and its performance characteristics, and increase customer
loyalty to the company.
QUESTIONS:
 What are the customers wishes, needs and motivation to buy?
What are the strengths and weaknesses from the customers viewpoint?
How satisfied is the target group with the companys performance characteristics?
What influence do the different performance characteristics have on customer
satisfaction and customer loyalty? (Key driver analysis)
Do the customers intend to buy again?
To what extent would they recommend the company/the products?
What influence does the companys image have on customer satisfaction and
customer loyalty?
METHODS:
Comparisons of target and actual values are useful as a research approach when
measuring success factors for satisfaction (expectations of services compared to
the services actually received).
WHAT IS RELATIONSHIP MEASUREMENT?
To develop key ratios on satisfaction and loyalty, with the Advanced Relationship
Measurement AMR uses a new analytical process which on the one hand uses
questions of scaling and on the other hand measurements of behavior and attitudes
to performance characteristics/drivers.

B2B GLOBAL TELEPHONE RESEARCH

Reach decision makers and know more about them, explore what happens in
their business, find effective ways to influence their purchasing decisions and
their satisfaction. AMR delivers global research capabilities from one central
location with access to 50 work stations and multilingual interviewing in
more than 35 languages. We employ a variety of advanced research
techniques including a large CATI center and web interviewing with a
worldwide reach, conducting sophisticated quantitative and qualitative
research.

GLOBAL FACE TO FACE

Face to face interviewing remains the most frequently used quantitative

research method. Interviews can be conducted in the respondents home or
workplace, in halls or even simply on the street.
Face-to-face interviewing can offer advantages over self-completion
methods such as postal and online surveys because respondents are more
likely to give their undivided attention when an interviewer is present. A
good interviewer will help build rapport with the respondent without, of
course, in any way introducing bias by leading the respondent or
explaining the questions in his/her own words.

Face-to-face interviews also offer the important advantage compared with a

telephone survey that stimulus material can be used. Examples of stimulus
material are:

A print advertisement or photo sequence of an advert.

A prompt card with a list of brands or product attributes.

Pictures or an actual range of new or existing packaging.

Show cards to help explain complicated answer scales.

Face to face interviewing also allows for longer interviews than can be
conducted by telephone, although care should be taken not to extend
interviews beyond what might be acceptable for the respondent.

MOBILE RESEARCH

Mobile research combines the single largest source of active on line web
panellists with the research industrys only mobile research platform, offering
full survey functionality to deliver unprecedented mobile data collection. The
growing trend in usage of apps in smartphones and tablets are increasingly
drawing young people in the developing world into discussions about social,
political and other issues. Mobile research offers questionnaires in a native
app, web app and tablet surveys that are device-specific with iPhone, iPad,
iPod touch, Android smartphones, tablets and BlackBerry smartphones and
PlayBooks.

Mobile Research is a good option for quantitative consumer surveys in

developing countries. Reaching the previously unconnected PC and broadband
penetration in most emerging markets is low, but everyone has a mobile phone.
In terms of Speed projects take days rather than weeks in comparison to other
methodologies, this is because mobile surveys are just valid for short surveys, this
increases engagement, reducing survey fatigue, and mobile eliminates interviewer
bias and fraud.
These features are possible to use through mobile research: Push notifications,
Geo-fencing, Venue, QR Code and Calendar triggers, Geo-targeting, typical
questionnaires, image captures, GPS location.
AMR provides representative data with all the required criteria
parameters such as: Demographics (age, gender, income); life stage, product &
brand usage, Device manufacturer & OS (iOS, Android, etc), mobile operator and
time & location (time of day, day of week).

GLOBAL B2B PANEL

AMR has amassed an impressive proprietary database of business

professionals worldwide in the following areas:

IT-Management,

Financial Services and

Healthcare

AMRs profound B2B panels consist of validated and qualified respondents.

These have been recruited from numerous past studies and from credible
sample sources.

All respondents in our B2B online and offline panels have been recruited and
verified by phone. This guarantees a high quality in selecting B2B target groups.
Furthermore, mobile research guarantees a high availability of panel members. In
this way, our institute built up many proprietary panels for tracking studies.
AMR has conducted numerous international studies with IT-Managers,
financial services provider and with experts from the healthcare sector and
disposes of robust panel members of different levels of responsibility and
positions.

Traditional online panel recruitment and verification processes suffer from a

lack of transparency and from qualitative deficits. The widespread use of
online panels has nowadays diluted the quality of data.

The specific power of our proprietary panels is based on keeping respondents

engaged by deliberately not only incentivizing them monetarily. Minimal
monetary incentives often do not sufficiently engage high profile B2B-
respondents. AMR outreaches this qualitative lack of traditional online
providers via targeted content management. Delivering substantial targeted
content to high profile respondents keeps them engaged and locked in the
panel for longer periods than traditional online panels. AMRs content
management and reports are a source of information which provides our
clients with valuable insight. In an effort to boost quality and transparency,
AMR has used a unique method of panel building, telephone recruitment and
careful screening based on credible criteria.

Additional Link for Market Research:

http://www.tpsgc-pwgsc.gc.ca/rop-por/rapports-reports/telephone/etape-stage-01-eng.html