2011 market research in ireland

iReach Market Research

Oisin Byrne

Managing Director,

iReach Market Research

oisin.byrne@ireach.ie 1

Introduction to

iReach Market Research

2011

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

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

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

iReach Market Research methods

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

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

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

9

New Research Techniques

Getting closer to the Consumer

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

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

Ad Testing

Video Based Focus Groups

Powerful Co-creation Platform

Realtime respondent metrics

Video Streaming of Groups

17

Point of Experience Measurement

Mobile Research

Mobile Research Illustration

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)

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

Research Analysis and Reporting

• Detailed Analysis

– Robust and Valid Data

– Detailed Analysis

– High Quality Reporting

• 3 Levels of findings

– Summary

– Conclusions

– Recommendations

• Quantitative

– Use Open Ends where possible

• Qualitative

– Use video where possible

Switch bank accounts to

get a better rate

Switch telecoms

providers for better

ratesSwitch to a cheaper

utility provider

Do DIY

Use price comparison

websites

Ride bike or walk

whenever possible Shop more online

Cut back on non-

essential spending

Buy generic Product

Cook at home more

often

Use sales and

promotional discounts

Cut down on nights out

and takeaways

Take fewer holidays Ok for the moment but

I won't give up on it

key long term

strategies

Less common

choices but will

remain

Do not touch this at

all

% Use of the strategies

% T

o b

e u

se

d a

fte

r re

ce

ss

ion

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

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

Questions and Close oisin.byrne@ireach.ie

01-4003600 | 086 850 6364

For more information, demonstrations

and case studies visit

www.ireachinsights.com