Introduction to Market Research in Ireland with introduction to new approaches and techniques available using tech savvy tools and methods to get close to the consumer
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2011 Market Research in Ireland
1. iReach Market Research
Introduction to
iReach Market Research
2011
Oisin Byrne
Managing Director,
iReach Market Research
1
oisin.byrne@ireach.ie
2. Approach and Ethos
• Research Market somewhat traditional in Ireland
• New technologies and Online innovations have the
potential to add real, measurable benefits to
market research
• An enhancement, rather than replacement of more
traditional research methods
• Cost Effective, Innovative, Timely and Flexible
3. Deeper Insights | Better Research
• Innovation
– Only Agency with own Research Panels
– Online, Video and Mobile Research
• Best Practices
– Methodologies, Data Validation
– QA, Analysis and Reporting
• Excellence of People
– Research Analysts
– Project Consultants
• Leading Technology
– Support for all Research Methods
– Range of Reporting Options
4. iReach Research Panels
• iReach Panels for Quantitative and Qualitative
– Consumer Panel of 15,000 Adults
– Business Panel of 5,000 Decision Makers
• GB and Northern Ireland
– Consumer Panel of 5,000 Adults in NI
– Consumer Panel of 15,000 Adults in GB
• Fully support ESOMAR 26 Questions
– Best Practices in Active Panel Management
– Recruitment and Segmentation
• International Research Partners
– Partners in UK for B2B Panels
6. Research Methods and Techniques
• Online Research
– Most Quantitative Projects now using Online
– Ad Hoc and Trackers
– Ideal for Rich Media Support (TV, Radio and Print)
• CATI
– Customer Satisfaction Surveys
– Pre-screening, Segmentation and Recruitment
• Qualitative Research
– Focus Groups and In-depths
– Mystery Shopping Research
7. Use of iReach Research Panels
• Custom or Ad Hoc Projects
– New Product Development and Concept Testing
– PR and Media (Ad Testing)
– Brand Awareness and Customer Advocacy
• Regular Trackers
– Digital Pulse Tracker – Digital Consumer Trends
– Heart Beat Research (Sub Trackers)
– Consumer Shopping Trends – Online and Retail
• Monthly Online Omnibus for Research
– iReach Business Decisions Multibus
– iReach Consumer Decisions Multibus
8. iReach Online Services
• Website based Research
– Visitor Profiling
– Usability and Engagement
– Feedback Analytics
– Supply Chain and eCommerce
• iReach Conversations™ (Launched 06/2011)
– iReach or Customer Branded
– On-going Research Conversations and Diary Apps
– Pre-screening, Segmentation and Recruitment
– Support for Rich Media and Social Networking
– Social Marketing and Media Tracking
10. Video@Home Research
• iReach Consumer Decisions Panel
– Pre-screening, Segmentation and
Recruitment
• Video based Qualitative Research
– Focus Groups and In-depths (IDIs)
– Include Video with Reports
• Qualitative Research at the speed
of Online Quant
– Turnaround in 3 Days
– Polls, Diary Projects and Product Test
11. Video@Home Research
• iReach Research Panels
– Pre-screening, Segmentation and Recruitment
– 200 Members opt-in with WebCams
– Nationwide and growing
• Mixed Online Qual and Quant
– Live Video Streaming or Recorded
– Online Surveys with Video for Quant
• ‘At home’ research
– Family environment and real world
– Product Test, Packaging and Tasting
19. Mobile Research - Applications
• Measuring Satisfaction and Advocacy
• Evaluating Signage and Service in retail
outlets and Brand communications
• Understanding the Product Experience
• Guaranteeing Brand Consistency
• Measure Sponsorship Brand Awareness at
Events and Venues
• Capture instant feedback on promotions
• Track customer trends and behaviors
• Evaluate advertisements in field (print/TV)
20. Custom Research Panels
• iReach Built Panel of 50 iPhone
Owners
– Focus Groups and In-depths (IDIs)
– Product Testing and Usability
– Extending to all Smart Phones
• In-Pub Panel
– SMS based Opt-In
– Incentive Based and recruited ‘in-pub’
– Real-time Surveys at Venue
21. Deeper Insights | Better Research
Detailed Data Analysis and Reporting
21
22. Research Analysis and Reporting
Switch telecoms
Switch bank accounts to providers for better
get a better rate rates
Switch to a cheaper
utility provider
Ride bike or walk
• Detailed Analysis
Use sales and
% To be used after recession
whenever possible Shop more online promotional discounts
Use price comparison
Cook at home more
websites Do DIY
often
– Robust and Valid Data
Buy generic Product Cut back on non-
Less common key long term essential spending
choices but will strategies
remain
– Detailed Analysis
Cut down on nights out
– High Quality Reporting
and takeaways
Do not touch this at Ok for the moment but
• 3 Levels of findings
Take fewer holidays
all I won't give up on it
% Use of the strategies
– Summary
– Conclusions
– Recommendations
• Quantitative
– Use Open Ends where possible
• Qualitative
– Use video where possible
23. Service Excellence
• Memberships
– AMA, AQR, ESOMAR,
– Marketing Society, MII
• Awards and Recognition
– Inspired IT Awards 2008
– Marketing Society Dec 2009
– All Island Marketing (AIM) Awards May 2010
– 2011 Media Awards – Best Research Initiative
24. Summary and Close
• Only Agency in Ireland with our own
proprietary Research Panels
• Recognised for Market Research Excellence
• Select the best Approaches for each
research project
• Maximise the benefits of Qual and Quant
research methods
• Focused on Deeper and actionable Insights
• Timely and Cost Effective research projects
25. Questions and Close
oisin.byrne@ireach.ie
01-4003600 | 086 850 6364
For more information, demonstrations
and case studies visit
www.ireachinsights.com