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Olga Gorelova
Executive director
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Ad-Hoc Research
Market research accounts for 95% of the total number of Romir projects. Client requirements and objectives are the basis of all of our research projects.
U&A (Usage & Attitude) is a tool for complex market research that helps study the attitude of consumers to various goods and brands, to evaluate the image of the Client’s and competitors’ brands, to carry out consumer segmentation and to solve other tasks linked with consumer behaviour and habits.
The U&A method implies a quantitative survey of a random representative sample that helps our Clients to receive trustworthy information about the market and consumer preferences.
The results of U&A studies help obtain the most detailed information possible about awareness, consumption and brand image of products of Clients and competitors and to study factors that have an impact on consumer behaviour.
Brand image study is aimed at detecting the perception of emotional and physical attributes of the brand by respondents. The strong and weak points of products and brand position in a competitive environment are studied and every component part of image is subject to thorough analysis.
The most efficient way to carry out these tasks is to combine qualitative and quantitative research methods. Romir takes advantage of both its own and quality western developments adapted for the Russian environment.
The most detailed results can be obtained by wave research that tracks the situation dynamically. The data received allow companies to make decisions on brand repositioning and to map out a long-term marketing strategy.
Testing of concepts and products is conducted before launching a new product, or when an existing product needs modification or improvement.
Such testing helps to single out the strong and weak points of a product, or to point out how to modify the product, so as to satisfy the needs of the final consumer and avoid useless expense on a product which will not be in demand.
Romir has all the necessary methodological and technical resources for testing any type of product.
Romir’s specialists have experience of applying complex testing methodologies, e.g. the methodology for organoleptical tests and tests among children.
Thanks to successful cooperation with European clients and research companies we have succeeded in adapting European testing methodologies to the Russian market.
Price research
The price of a product or a service influences the preferences of consumers, brand image and as a result purchasing behaviour and company profits. That is why pricing research and pricing strategy are significant components of the majority of projects by Romir.
Based on the Client’s requirements, Romir researchers apply one or more methods which best suit the particular tasks of the research.
Applied methods of price research:
• Price laddering
• Gabor Granger
• PSM/NMS
• BPTO
• SIMALTO
• Conjoint RCA/HCA/ACA
• Discrete Choice Modeling, etc.
Advertising research
Romir specializes in two main types of advertisement research: evaluation of efficiency of ad campaigns and testing of advertisement materials.
The valuation of ad campaigns implies tracking of advertising activity and brand health, pre- and post-testing and diagnostics tests.
In order to forecast the efficiency of an ad campaign before it has been launched Romir tests ad materials (finished advertisements or concepts) and then works out recommendations on what may be changed or improved.
Romir has technical resources for efficient evaluation and testing of any type of advertising materials both static (samples of outdoor and printed advertising) and dynamic (TV and radio commercials).
In addition to standard testing methods, Group Retention Tests, Colour Compatibility Tests and virtual modelling and Eye-Tracking methods can be employed, depending on the aims and target groups of the research.
B2B studies
The most popular B2B studies deal with obtaining information about new products and services, the dynamics of a company image in both internal and external environments, client satisfaction with various parameters of cooperation, and the regional attractiveness of business development.
Industrial research
To provide a comprehensive view and evaluation of market prospects we conduct surveys on market volume, its dynamics and structure, on the key players, market opportunities, segmentation and other relevant parameters.
The main way of collecting this information is desk research, which implies collection and analysis of secondary data, such as that provided by institutions of official statistics, open publications, archive documents, legal documents, etc.
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