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Marketing and Social Research
Research Types • Desk Research (collection and analysis of secondary marketing and social information) • Market macro-environment analysis •Marketing forecasting • Investment projects research support • Complex b2b and b2c market studies • Competitive environment study • Consumer survey (U&A), consumer motivation, consumer behavior studies, etc. • Image research • Brand research • Audit and analysis of the corporate marketing organization • Research for management, for development and functioning of the CRM-Client Relation Management – client management systems • Development and assessment of marketing communication strategies • Marketing and social monitoring • Retail audit • Lifestyle research • Advertising and media research (ad concept test, product test, mass media audience research, audit of advertising and PR tools Markets studied by BISAM • FMCG market • Various industrial manufacture markets • Financial services (banks, insurance, pension funds, micro-credit •organizations) • Telecommunication • High-precision satellite navigation and remote probing of the Earth • Transport and logistics services • Durables • Real estate and construction • Education, research, information and consulting services • Medical and health-improving services • Mass media • Shows and entertainment • Solid waste market SOCIAL RESEARCH Research types and directions •Social assessment of projects •Public opinion monitoring •Social issues studies •Elite surveys •Social and economic survey of territories and households •Research and monitoring for state programs (BISAM Central Asia has experience of conducting such projects within the frameworks of such state programs as “The Program on Improvement of Financial Literacy of Population of Kazakhstan”, “Business Advisor” Program, etc.) Public life spheres that BISAM Central Asia has worked with • Healthcare • Education • Environment • Rural areas development • Demographic policy • Social issues of small and medium businesses • Pension benefit provision RESEARCH METHODS Quantitative Face-to-face interview Telephone interview Questionnaire poll Hall-Test Product Sampling Qualitative Focus group discussions (with the live video transmission for the client to observe the group in real time) In-depth interviews In-home visits Combined and special research Desk Research Rapid Rural Appraisal (îďĺđŕňčâíŕ˙ îöĺíęŕ â ńĺëĺ) Mystery Shopping Participant observation Marketing experiment Development of original methods On the basis of the basic methods of data collection and intensional and technological modification BISAM has developed a number of original research methods. Some examples: • Complex method of retail banking services monitoring; • Methodology of a complex banking study (ideas of actual and potential consumers about the banking system and products; the bank decision-making; selecting/denying a banking product; consumer perception of the bank; capabilities and importance of the bank); • A complex phased methodology of investment projects research support (a report was delivered at the IV Eurasian Forum of Marketing Researchers); • Methodology of the research of retail banking service consumers with the synchronic communicational effect (applied at a project for Kazakommertsbank, a report delivered at the Eurasian Forum of Marketing Researchers) • Method of creative focus groups (multiple applied at different projects) • The study of competitors with situational combination of methods: depending on the situation methods of desk research, personal and telephone interview, and mystery shopping are combined (multiple applied at different projects); • Complex qualitative research of values and lifestyle of social groups for the brand development of a transnational company at the local market (the method was applied in a project for Coca-Cola; a report delivered at the ESOMAR Congress in 2006 in London. • Original methods of the Conjoint Analysis application for understanding consumer behavior in different markets. • Rationalization of a company brand profile on the basis of special mathematical models, comparative diagnostics of brand images. • Consumer behavior forecasting: the original model with the "Decision trees" algorithm application. | |||||||||
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