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

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

5. iReach Market Research methods

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

9. New Research Techniques
Getting closer to the Consumer
9

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

12. Ad Testing

13. Video Based Focus Groups

14. Powerful Co-creation Platform

15. Realtime respondent metrics

16. Video Streaming of Groups

17. Point of Experience Measurement
Mobile Research
17

18. Mobile Research Illustration

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