Behaviour study
Background:
After having recorded a fall in the sales of hair gels, our client wanted to determine the reasons and understand the news trends of the market in order to determine the launch strategy of his new hair gel range.
Objectives:
- To draw up the profile of consumers having decreased their consumption level
- To explain the disaffection of the market (natural look, brand switching, recession, …)
- To identify the expanding market segment
- To assess the satisfaction degree regarding the current supply
- To measure the brand loyalty
- To measure the importance of several selection criteria (size, packaging, price, etc.)
Methodology:
- CAWI (Computer Assisted Web Interviewing)
- Target group : Belgian male population aged 15 to 54 years
- Sample size: n=1000 (representative sampling frame by age and region)
- Length of fieldwork : 10 days
Difficulties of the research:
- The consideration in the study of the exacerbated competition
- Very specific panel : 15-54 years old male gel users and ex-users
Recall Test
Background:
After the launch of a new combo-therapy, a pharmaceutical laboratory wanted to measure the effectiveness of its information campaign and know the perception on the product.
- Client: pharmaceutical laboratory
- Product: new combo-therapy
Objectives:
- To measure the remembrance of medical representative visits
- To quantify the current percentage of prescriptions
- To measure the memory degree of the main messages
- To assess the retention of European Companies’ guidelines concerning this product
- To measure this laboratory international studies awareness
- To assess the representative visits according to different criteria
- To quantify the prescription intention following the information campaign
Methodology:
- CATI (Computer Assisted Telephone Interviewing)
- Target group :
- General Practitioners
- Specialist practitioners (cardiologists)
- Sample size: n=200
- General Practitioners : n= 150 GPs
- Specialist Practitioners : n= 50 SPs
- Length of fieldwork : 9 days
Difficulties of the research:
- 2 laboratories involved in the sales campaign
- Recall Test involving the perception on the therapy and memorization of out-guidelines information
Potentiality Study
Background:
The client wishes to bring a new type of horse bedding based on compressed sawdust granules into several markets, one of which being Belgium.
Objectives:
- To list the most used horse-bedding types within the different target groups.
- To establish the penetration rate for each of horse bedding type on the Belgian market
- To estimate the penetration rate for wood shavings
- To determine the average price for wood shavings on the Belgian market
- To measure the awareness degree of granule X
- To introduce the product and its concept
- To list brakes and advantages related to the possible purchase of the product
- To determine the optimal retail price of the product
- To measure the purchase intention
Methodology:
Phase 1: Exploratory Interviews
Three qualitative exploratory interviews have been conducted at the beginnings of the quantitative research in order to refine its questionnaire.
Phase 2: Quantitative Research
- CATI (Computer Assisted Telephone Interviewing)
- Target groups: Belgian equestrian centers
- Sample: n=201 equestrian centers selected from a database made up of 1020 centers and built up by Let me know!
- Length of the fieldwork: 2 weeks
Difficulties of the research:
- Long and very detailed questionnaire
- To reach contacts -> self-employed professionals or purchasing managers working 6 days a week
Omnibus survey
Background:
Our client active in public relations wanted to conduct a short study in order to support his communicational material with concrete research results.
Objectives:
- To assess the importance of environmental aspects in purchase choice criteria
- Perception on the effectiveness of environmental cleaning products
- Measure of the purchase intention for the product
- Autoperception of consumers on their contribution to the environment
Methodology:
- Omnibus CAWI (Computer Assisted Web Interviewing)
- Target group : Belgian consumers
- Sample size: n=1000
Representative of the population by:- Age
- Gender
- Language
- Education
- Questionnaire : 5 closed-ended questions
- Length of fieldwork : 7 days (length of omnibus)
Difficulties of the research :
- Shortening of delivery date: 4 days