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Success Stories

Learn more about our Worldwide Success Stories

Qualitative Research:

Communication Research: Advertising and Concept Research

a.  Television ad and social media sponsored content testing

Subject

The leading Ready-To-Eat Cereals brand in Greece owned by the largest multinational food and drink processing conglomerate corporation had asked us to conduct a market research project to assist with its quest to refresh its communication in collaboration with an ambassador in an effort to bring modernity to the brand and make it relevant.

Ultimate Objectives

Assess different options regarding ambassadors & main communication message to reach the optimum communication focus as to be relevant to target consumers.

How

  • Extended Creative Group Discussions – Focus Groups
  • Home Contextual Interviews – Experiential Interviews

Solution

Extended Report with the key ambassador solution using the VisCAP Model (Rossiter & Percy, 1997) (Visibility, Credibility, Attractiveness, Power) to ultimately uncover the presenter who offered a profile of characteristics that had positive hooks to the targeted communication objectives and was not negative on others.

Going the Extra Mile

Uncovering a strategic solution for our client with an “influencer ecosystem” to feed into the wider strategy of the brand ambassador.

Tangible Impact

Based on EXPLORER’s Research, there was a significant increase in market share as well as in all KPIs for the brand – including image parameters and especially increase of modernity/contemporaneity.

c.  Brand Repositioning and new concept introduction

Subject

The leading ice cream stick segment brand in the Balkans had asked us to conduct a market research project in both Greece and Bulgaria to assist with a strategic decision – reposition its current brand and test the concept of a new product in those markets.

Ultimate Objectives

Define the most appropriate Marketing mix which would further strengthen the company’s position in the premium stick category and enhance Repurchase & Loyalty. 

How

Qualitative Consumer Concept Test

  • Unbranded Evaluation
  • Determination of the Route – Concept that is more appealing
  • Examination of the potentiality of replacement

Solution

Extended Report with the brand repositioning and replacement evaluation at the conscious and subconscious level (rational and emotional) as well as the most effective marketing mix.

Going the Extra Mile

Concept Key Metrics and forecasting impact on sales

Tangible Impact

Forecast of impact on sales using different scenarios of strategic repositioning, successful new concept introduction in both countries

b.  Brand Repositioning

Subject

The global leader in baby care toiletries owned by an American multinational corporation that develops medical devices, pharmaceuticals, and consumer packaged goods had asked us to conduct a market research project to assist with its repositioning in the market.

Ultimate Objectives

Assess different reactions to the brand’s repositioning proposal with regards to:

  • Product changes
    • Look & feel
    • Relevance
    • Image (Premiumness)
  • Consumer Criteria and Journey
  • Promo Mechanisms
  • New Communication liking and relevance

How

  • Immersions – Home Experiential
  • Extended Group Discussions: Focus Groups
    • Dive in people’s reality- living context and broader human and behavioral context.
    • Gain insights concerning people’s real relationship with the categories

Solution

Extended Report with the brand repositioning evaluation at the conscious and subconscious level (rational and emotional), consumer Insights stemming from expectations of the category.

Going the Extra Mile

Step by step feedback on communicational material and packaging to sharpen the message aim at the specific target group.

Tangible Impact

Successful repositioning

d.  Promotional material effectiveness

Subject

The leader in DIY retail furniture had asked us to conduct a market research project to examine and evaluate the concept of tactical communication and measure the effect of targeting a broad audience or “subscribed” members.

Ultimate Objectives

  • To acknowledge if new TVCS are appealing to customers (likeability).
  • To identify the most effective communication of the offer (copy and visual).
  • To measure the intention to buy.
  • To measure the effect of targeting subscribed members vs targeting all
  • To understand how consumers perceive any restriction created due to material targeted at subscribed members only, if this is a barrier for them to come to the store and level of interest.

How

  • Qualitative: Extended Focus Group Discussions
  • Quantitative: Hall Tests (CAPI)

Solution

Advertising Performance Evaluation through the Performance Meter Method (Attention, Branding, Effectiveness) and the connection to the motivation to purchase.
Examination of the targeted vs. “open” advertising (subscribers vs. open audience) and its impact on consumer and potential consumer psychology.

Going the Extra Mile

Uncovering the market trends, segmentation and competition in the furniture/multistore world

Tangible Impact

Forecast of impact on sales using targeted vs. open advertising

Usage & Attitude Studies

a.  Infant Nutrition in Mexico

Subject

Infant Nutrition in Mexico and COVID-19 effects

Ultimate Objectives

  • Attitudes and Behaviours in the COVID 19 Era: “The Mood of the Nation”
  • Attitudes and Behaviours concerning powder milk formula in the specific period
  • Track changes in the milk powder category
  • Brands & main competition – Diagnostics, Marketing Mix comparative examination

How

Qualitative Research

  • Extended Group Discussions with Mothers
  • In-depth Interviews with Pediatricians
  • In-depth Interviews with executives of a Pharmaceutical company
  • Quantitative Research
  • Computer Assisted Web Interviews (CAWI)

Solution

Market map with regards to brands, competition and their marketing mix Complete mapping and SWOT Analysis of each of the big players in the market Attitude and Behavioural changes in general and due to COVID-19

Going the Extra Mile

Different reports for each category of interviewees (mothers and pediatricians) with in-depth analysis of their attitudes and behaviours

Tangible Impact

Mapping of expectations from companies to assist with strategic endeavours to connect with doctors and consumers on a closer level

c.  Automotive

Subject

Attitudes and Behaviors towards Cars

Ultimate Objectives

  • Attitudes and Behaviors concerning cars in the specific period
  • Track changes in the different cars segments (from Saloon, to SUV, sports cars, crossovers etc.)
  • Brands & main competition – Diagnostics, Marketing Mix comparative examination
  • Consumer Journey and Selection Criteria
  • Brands’ communication strategies and comparison

How

Qualitative Research

  • Extended Group Discussions with main brands quotas

Solution

Market map with regards to brands, competition and their marketing mix Complete mapping and SWOT Analysis of each of the big players in the market Attitude and Behavioral changes in terms of cars and perceived car categories Evaluation of communication strategies per brand

Going the Extra Mile

Emotional connections and deep instilled values intertwined with the category Analysis of need states served by each perceived category and how these are connected to each communication

Tangible Impact

Strategy Determination

b.  Pastries

Subject

Attitudes and Behaviours towards Pastries

Ultimate Objectives

  • Attitudes and Behaviours concerning pastries in the specific period
  • Track changes in the pastry product category (Cheese pies, Spinach Pies etc.)
  • Brands & main competition – Diagnostics, Marketing Mix comparative examination
  • Consumer Journey and Selection Criteria

How

Qualitative Research

  • Extended Group Discussions with main brands quotas

Solution

Market map with regards to brands, competition and their marketing mix Complete mapping and SWOT Analysis of each of the big players in the market Attitude and Behavioral changes in terms of pastries

Going the Extra Mile

Emotional connections and deep instilled values intertwined with the category New flavor combinations suggestions

Tangible Impact

Strategy Determination and new product development

d.  Plant-based Beverages

Subject

Attitudes and Behaviors towards Plant-based beverages

Ultimate Objectives

  • Attitudes and Behaviors concerning plant-based beverages in the specific period
  • Track changes in the category
  • Brands & main competition – Diagnostics, Marketing Mix comparative examination
  • Consumer Journey and Selection Criteria

How

Qualitative Research

  • Extended Group Discussions with main brands quotas

Quantitative Research

  • CAPI Solution: Household Interviews with specific characteristics

Solution

Market map with regards to brands, competition and their marketing mix Complete mapping and SWOT Analysis of each of the big players in the market Attitude and Behavioral changes in terms of plant-based beverages Show of evolution in the Greek market in terms of acceptance of plant-based beverages beyond fasting reasons during the Easter period

Going the Extra Mile

Emotional connections and deep instilled values intertwined with the category Forecasting different scenarios based on trends found

Tangible Impact

Nutritional and lifestyle trends to be used by the company for new product development

New Product/Concept positioning Research

a.  Luxury Concepts: Luxury Mall

Subject

Research on the positioning of a new luxury mall in the market

Ultimate Objectives

  • Examination of attitudes and Behaviors concerning shopping locations and their idea of shopping malls
  • Examination of selection criteria and motives of selection of shopping center
  • Evaluation of concept of luxury shopping mall
  • Evaluation of naming and logo

How

Qualitative Research

  • Extended Group Discussions with main population quotas with certain criteria

Solution

Greek Shopper Profile

  • Shopping Occasions and instances
  • Reasons for Shopping
  • Kind of shopping (clothes, shoes, electronics)
  • Brands
  • Shopping destinations

Understanding of stance concerning shopping malls and willingness to make this their shopping destination Evaluation of naming and logo alternatives

Going the Extra Mile

Emotional and rational connections and deep instilled values intertwined with the shopping destination category

Tangible Impact

Establishment of the largest luxury shopping mall in Athens that has won the European Shopping Centre Awards on a European Level

b.  Infant Nutrition in Iran

Subject

Research on the positioning of an established infant nutrition brand in the Western market to be introduced to Iran

Ultimate Objectives

  • Attitudes and Behaviours concerning infant nutrition in Iran
    • Brand choice
    • Decision making
    • Main influencer
    • Main Criteria
  • Establishment of infant powder milk formula category
    • Usage, Attitudes, Opinions, Behavior Brands & main competition
    • Diagnostics, Marketing Mix comparative examination
  • Main Brands in the Market
    • Awareness, Usage and Brand Equities
    • Examination of the Opportunity of possible Positioning of said established brand in the West

How

Qualitative Research

  • Extended Group Discussions at Tehran -Iran

Solution

Category Establishment

  • Who, when, why and for how long they consume infant powder milk formula

Main rational, emotional characteristics associated with consumption of infant milk powder formula Triggers & Barriers of the category in Iran Market map with regards to brands, competition and their marketing mix Examination of concept introduction to the Iranian market

Going the Extra Mile

Establishing the market gap and the opportunity for the brand to be introduced in the Iranian market Uncovering the targeted positioning of the brand in Iran according to trends and insights

Tangible Impact

Successful evaluation of whether the brand should be introduced in the Iranian market

Quantitative Research:

1.  Satisfaction Surveys & Mystery Shopping

Subject

The fund owning the leading commercial and tourist shipping companies in Greece and the Balkans had asked us to conduct research to determine their crews’ level of service in sections and the traveler’s overall experience.

Ultimate Objectives

  • Before the trip
  • Boarding
  • Boarding
  • Debark

How

Quantitative Research

  • Mystery Shopping
  • Visits on vessels and evaluation by different shoppers on different dates (done in waves)

Solution

Evaluation of services for the different shipping companies
Breakdown of expected behaviors from management and scoring of the actual behaviors on a scale
Main issues reducing the evaluation scores brought to managements’ attention
Evaluation of vessel interiors compared to the level of expectation by travelers

Going the Extra Mile

Verbatims by travelers and impressions left were presented to management

Tangible Impact

Successful restoration of vessels and introduction of newer vessels to the companies’ fleet and introduction of a refresher course for staff

2. Social Opinion Research

  • Political Party Polls
  • Political Profiling
  • Social Trends

3. Tracking Studies - Brand Health Tracking

  • Over 20 yeards of experience in BHT Projects
  • Decade-long loyalty and trust relationships with top clients in their industries
  • Covering almost all household product categories
  • Over 100 BHT Projects
  • Over 80.000 BHT interviews with Greek consumers

Services:

  • Retailers
  • Super Markets
  • Financial Institutions (Banks)
  • Cars/Automotive
  • Health Services

Products:

  • Coffees
  • Dairy Products
  • Infant Nutrition
  • Personal Care
  • Baby Care
  • Chocolates - Snacks
  • Ice Creams
  • Frozen Products
  • Health Care
  • Carbonated Drinks

Memberships

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