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
Address: 
Email: 
Phone: 
Fax: +30 210 68 58 020
