robinson smith research group, inc. an introduction to robinson smith research july 2006

Robinson Smith Research Group, Inc.

An Introductionto

Robinson Smith Research

July 2006

Robinson Smith Research Group, Inc.2

Sharing long tenures at Marketing Corporation of America, our principals have extensive experience in consultative marketing research.

Paul Robinson was president of MCA’s marketing research group before leaving to start his current practice in 1997. Paul’s skills emphasize qualitative research and ideation/facilitation of decision-making processes. One of the first investigators into brand and trademark equity, Paul has developed his own unique insights, skills, and experienced context to uncovering a brand’s leverageable points of differentiation.

Christopher Smith, who left MCA Research in 2001 as managing partner, heads up our quantitative research practice. In recent years, Chris has developed considerable experience in online quantitative research (when MCA Research was merged with NFO WorldGroup, now TNS), particularly in the area of new product/service optimization and modeling.

Principals’ Recent Clients

Experienced Marketing Research Consulting


Paul and Chris have assembled a team of outstanding researchers.

Laurie Miller. With a total of over thirty years experience at major “supplier,” agency, and client research organizations, Laurie is supremely well-qualified to provide Robinson Smith clients superior project support.

Robert Walker. Bob’s our multivariate specialist. As president of Surveys and Forecasts, Bob particularly talented and experienced in multivariate analysis and supports our ongoing relationship with TNS’s DataWorks.

Ellen Muskus. Ellen, another alumnus of MCA, is our business manager.

Gazelle International. This well-known New York City field management organization manages our quantitative “back room.”

TNS Custom Research. TNS is our premier data collection partner and leverages our seniors-experience with unparalleled domestic and global cope of resources.

With Superior Bench Strength

Recent Case Histories

RSResearch recently developed a highly sophisticated—and actionable—discrete choice model to help optimize its healthcare insurance portfolio. Robinson Smith and DataWorks designed an incomplete block discrete choice model based on over 1300 consumer and BTB interviews. The results: A new point-of-service product whose early results exceed client expectations.

Robinson Smith’s qualitative research was the genesis of GMC’s “professional grade” positioning and its execution in marketing and communications efforts. RSResearch discovered what being “professional” really connotes and which symbols best communicate this characteristic most effectively.


BrandTargeting

BrandEquity

BrandPositioning

BrandTracking

1. Begin with a comprehensive understanding of brand equity--what the brand stands for and means to its franchise

Assess brand equity in light of competitive frame

Identify real drivers of purchase behavior

2. Target market segments with affinity to these equity elements and who deliver superior economic value

3. Reinforce and evolve brand equity over time by positioning in accordance with a long-term brand vision

4. Track brand equity and affinity over time

Four Steps to Strategic Branding

Starting with a brand’s intended brand equity as the foundation for all branding decisions provides an integrated, strategic orientation.

And a Point-Of-View


Strategic branding decisions should start with the core values of a brand and how they provide differentiated value to the consumer.

Key Principles

1. Brands create value for customers

Create identification, security and trust

Provide tangible and intangible benefits

Reduce risk2. Brands provide economic value to companies

Allow price premiums

Build customer loyalty

Create consumer resistance to new category entrants

Sustain or increase access to distribution channels3. Brand equities can be leveraged in new product categories

Create entry to new categories and business

Provide permission to extend service and offerings

About Branding, Our Specialty


BranDNA, our proprietary approach to brand research, allows us to first identify implicit as well as explicit brand perceptions qualitatively.

Which of the eight brand personality photos best captures the personality of BRAND? Which would never use BRAND?

If brand were giving an award to its Employee of the Month, what would it be for? What did she/he do really well? What does she/he know a lot about? What would you call her/him for?

If you were to draw brand, what would it look like? What does brand sound like?

Imagine brand, as a member of your family, what would she/he be like? How would she/he dress? Walk? Talk about?

BranDNA Qualitative Techniques Illustrations of Qualitative BranDNA

BranDNA

Focus Groups—Mini’s , Standard, “Super” Groups

Depth Interviews, Dyads, Triads

Observational / Ethnography

We Offer Insight as a Differential


Our partnerships with Gazelle International and TNS Custom Research provide us unsurpassed scope for BranDNA quantitative research.

Brands Considered within Competitive Framework

Brands Assessed Among Category Drivers

Brand Assessed Among All Facets of Equity

Methodological Breadth and Depth BranDNA Quantitative Principles

BranDNA

But Not at the Expense of the Science

In-/Out-Bound Telephone

Personal and Intercept

Online

Research Panel

Experimental Design

Multivariate Analysis

Structured Equation and Choice Modeling

Domestic or Global


Paul Robinson

Christopher Smith

Partners

Robinson Smith Research Group, Inc.

50 Abbey Road, Easton, CT 06612

(203) 659-1600 F: (203) 286-1292

[email protected]

[email protected]

www.rsresearch.com

Can We Help?

We would greatly appreciate an opportunity to discuss your brand research needs.

robinson smith research group, inc. an introduction to robinson smith research july 2006

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