201411 marktforschung en

Qualitative Market Research

Basis for shaping successful opinion forming processes

© FAKTUM 2014

2

How does your target group think?

The agency

3

Michael Fass

Owner / Managing Director

FAKTUM MARKETING I Communication I PUBLIC RELATIONS is an owner-

managed communications agency in Heidelberg. We have supported

reputable nationally and internationally operating companies since 1992.

As a communication agency we offer strategic consulting in Corporate

Communication, Brand Communication, Corporate Publishing and Public

Relations.

Founded: 1992

9 employees in Germany • Associated graphic atelier with 7 employees

9 employees in China • Offices in Beijing and Shanghai

Member of an international network of owner-managed PR agencies

Only those that own subjects that move will become subject

leaders.

Measures will not work if they rely on the wrong contents.

FAKTUM Market Research

4

5

Almost history already:

Name: Barrack Obama

Target 2008: to be elected as the first Afro-American US president

Target group: heterogeneous

Thoughts of the target group: ready for something new

Measures: “Change”, ready to go, “Yes we can”,

Using new media (Youtube)

Result: majority of votes

Getting to know external perceptionUnderstanding thoughts and actions

Brand research

Investigating product acceptance

Investigating change processes

Exploring external perception

Multipliers/journalists survey

Exploring PR subjects (subject and concept laboratory)

Investigating corporate communication

(forms, subjects, channels)

Research corporate publishing

(expectations, form, contents)Market and sales research

Investigating the effect of sustainability activities

Social media monitoring

Investigation projects

6

7

Who is your target customer?

Only those who know their customer,

can conceive targeted communication.

Statements miss their targets if it is not clear who they should reach.

FAKTUM Market Research

8

Understanding complex processes

9

Anyone wanting to understand, anticipate and develop strategies

built on this will find the solution in qualitative market research

methodology.

All questions asked will be explored with those

interviewed in an open, emotionally supported

discussion. It is not evaluated according to a yes/no

principle!

Qualitative market research also explores and evaluates opinion trends

and feelings “between the lines”.

Laddering

In depth/expert interviews

Delphi questionnaires

Brainstorming

Focus group discussions

Use qualitative market research for investigation

10

Investigation methodology

11

People form decisions.

The TesterTries everything, does not make a decision

The DisciplinedThinks in pre-set structures

The ConnoisseurPresents themselves oriented on experiences

The Lateral ThinkerLooks outside the box

The AdventurerIs unconventional and spontaneous

The Border CrosserSounds out, redefines

The HarmoniserLooks for (lowest) common denominator

The PerformerEmphasises performance, oriented on prestige

The InscrutableTakes decisions weighing up many considerations

The 360°ThinkerThinks holistically, acts with deliberation

The FighterIs also ready to assert the unconventional

The InnovatorAlways obsessively strives for the new

Source: Sociovision, Sample-Institut, Gruppe Nymphenburg et al.

12

Typologies

13

What does your target group think of you?

Only those who know how multipliers think,

can communicate properly.

Arguments do not convince if they start from the wrong external picture.

14

FAKTUM Market Research

15

Qualify, question – convince

Acquiring target groups

Persuading interviews qualify and address target people and name the client of the study. Persuading interviews

integrate methodological elements of qualitative market research.

Concept development Drawing up interview guidelines Training interviewers

Evaluating results, presentation

Supervision

Questionnaire about the company, products and services

Exploring acceptances and affinities in emotionally supported discussion

Convincing the interlocutor

Sensitising for further information

16

Persuading Interviews

17

Wie erreichen Sie

Ihre Target group?

Only those who know their markets,

can bring strategies to success.

Messages come to nothing if they are not oriented on the rules of the targeted

markets.

18

FAKTUM Market Research

19

Strategies require

background knowledge.

Print industry: “Research international packaging markets”

Food industry: “Drinking as a new attitude to life”

Drive technology: “Drive technology-Drive automation: status perception and future expectations”

Automobile industry: “Women and small cars”

Food industry: “Expectations of functional food and the effects of ingredients”

Clean room technology: “Decision-making criteria when purchasing systems for clean room monitoring”

Chemical industry: “Textile refining – upgrading at the POS and for the fashion brand”

Packaging industry: “Corporate perception and the view of specialist areas”

Packaging industry: “Information square Trade Fair Interpack - surveying visitors to the trade fair stand”

Metalworking industry: “Acceptance as an outsourcing partner”

IT industry: “Acceptance of tablet-PCs and customer expectations”

Electrical industry: “Corporate communication channels, expectations of the customer magazine”

Pharmaceutical industry: “OTC product presentation – what do self-medicators expect?”

Example projects FAKTUM Market Research

20

Research examples

21

FAKTUMEnthusiasm for communication

Practices

22

Performances

Corporate Communication:

Strategy concepts

Advertisements

Corporate brochures

Trade fair concepts and realisation

Corporate design

Public Relations:

Strategy consulting, communications concepts

Crisis PR, product PR

Media cooperation

Press conferences

Symposiums, workshops, congresses

Corporate Publishing:

Customer magazines, print and online newsletters

Annual reports

Staff communication:

Communications concepts

Staff newspapers, print and online newsletters

Research:

Subject and concept laboratory

Customer and journalist surveys

Media analyses

PR in China:

Strategy consulting

Product PR and launches

Intercultural consulting, road shows

Events:

Corporate events, staff events

Product launches and promotions

23

References

Volkswagen AG | Wolfsburg • Porsche Automobilholding SE | Stuttgart • Freudenberg Gruppe | Weinheim • Natoil |

Luzern • Röchling Gruppe | Mannheim • OYSTAR.The Process & Packaging Group | Stutensee • Heidelberger

Druckmaschinen AG | Heidelberg • SEW-Eurodrive | Bruchsal • KSB AG | Frankenthal • Landeshauptstadt Düsseldorf

| Düsseldorf • Messe Düsseldorf | Düsseldorf • VAG Armaturen GmbH | Mannheim • Herbold | Meckesheim • PMT

Partikel-Messtechnik AG | Heimsheim • HeidelbergCement AG | Heidelberg • HOCHTIEF Projektentwicklung GmbH |

Eschborn • Langenbach AG | Wiesloch • Importhaus Wilms | Taunusstein • ABB AG | Mannheim • Spedition Fels |

Heidelberg • Gelita AG | Eberbach • DS Smith Packaging | Fulda • Edelmann Group | Heidenheim • Cooper Standard |

Michigan, USA • VITA Zahnfabrik | Bad Säckingen • Sirona Dental Systems GmbH | Bensheim • Hu-Friedy | Leimen •

Dentsply Friadent | Mannheim • Kodak Dental Systems | Paris • Bredent Medical | Senden • 20/10 Perfect Vision |

Heidelberg • BayerHealthcare | Leverkusen • GP Grenzach Produktions GmbH | Grenzach/Wyhlen • COPACO | Mainz •

Limmatdruck/Zeiler AG | Köniz & Spreitenbach (Schweiz) • Global Packaging Alliance | Hannover & Berlin • Karl

Knauer KG | Biberach (Baden) • DyStar | Frankfurt • Laetus GmbH | Alsbach-Hähnlein • Wolke Inks & Printers GmbH |

Hersbruck • REA Elektronik GmbH | Mühltal • Hamilton Bonaduz AG | Bonaduz (CH) • ALTANA AG | Wesel • Leica

Camera AG l Solms • Empolis Information Management GmbH l Kaiserslautern • Packservice PS Marketing GmbH l

Kaiserslautern • KSPG AG l Neckarsulm • RKW SE l Frankenthal

FAKTUM GmbH

Friedrich-Ebert-Anlage 27

D-69117 Heidelberg

Postfach 102264

D-69002 Heidelberg

Tel.: +49 (0) 62 21 / 45 89-0

Fax: +49 (0) 62 21 / 45 89 89

faktum@faktum-kommunikation.de

www.faktum-kommunikation.de

© FAKTUM

www.faktum-newsroom.de