IMCMarketing research is now more important than ever before. The marketing research process begins with identifying the problem. Before beginning any research project. It is very important to properly define the problems and clearly distinguish the problem from observable symptoms of the Problem. Marketing research is conducted to gather information to solve the problem.
Marketing Research helps you to:
- Spot or anticipate market trends or changes.
- Determine if customers are satisfied, and if not, what is wrong.
- Keep one step ahead of your competitors.
- Spot trends or warning signals in your own business.
- Decide which advertising medium works best for your business.
- Keep up to date with new technology in your industry.
- Tell you if a new idea is likely to be viable or not, and so on.
- Identify Business Opportunities
- Resolve Business Problems
- Identify new products or services.
Secondary Studies and Reports
Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research. Many clients rely on the expertise of our consultants when it comes to this particular type of research. Unlike competition, Integrated Marketing Consultancy scope of work is not just limited to certain topics or across particular geographical regions; instead, the firm has the ability to collect secondary data on whatever topic the client needs to cover multiple industries across any geographical location.
Brand Equity Research
Brands are one of the most valuable assets a company has as brand equity is one of the factors which can increase the financial value of a brand. Therefore, Integrated Marketing Consultancy has been and will always be helping its partners to objectively assess their brand and most importantly establish a well-recognized brand.
Brand assessment provides an opportunity to evaluate the strength of the brand, to highlight the value of the brand with customers, and to reposition the brand, if necessary, to reflect changes in the marketplace. In addition, it helps the company’s team recommit to the vision and goals of the business. Finally, it ensures accurate application of the brand across the organization.
This will be achieved through the brand equity research studies developed by our consultants. Such studies include measuring brand awareness, brand image, loyalty, availability, preference, image and associations of the brand.
Computer-Assisted Telephone interviews
Computer-assisted telephone interviewing is a telephone surveying technique in which the interviewer follows a script provided by a software application. CATI is known for their large scale accessibility, quality control and anonymity. This explains why many clients refer to this type of research so as to guarantee as much accurate and reliable data as possible. Again, Integrated Marketing Consultancy has a big and a well-trained field research team for this purpose to assure the quality.
Customer Satisfaction Surveys
The purpose of customer satisfaction surveys is to provide management information to the organization. This is intended to assist the organization to focus on customer service improvements by measuring customer satisfaction and assessing needs.
Commonly used in the retailing sector to test service standards, this technique helps to develop a service culture within the organization. Another added value for customer surveys is letting customers know that the client cares about hearing the customer voice and satisfying him/her. Integrated Marketing Consultancy has been dealing with many retail clients through this type of research.
Concept Testing
Concept testing (or market testing) is the process of using quantitative and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market. It can also be used to generate communication designed to alter consumer attitudes toward existing products. This is one of the common research services used to generate strategic insights using research methodologies that are continuously provided by Integrated Marketing Consultancy due to its importance in shaping and/or modifying the client’s brand concept strategies and plans.
Mystery Shopping Audits
Mystery shopping is a research tool used to measure the quality of service or compliance to regulation, or to gather specific information about products and services to help attract new customers and to maintain long term relationships with current clients. This is done through a “Mystery Shopper” (who gets all the training needed to come up with all the expected results or outcome) whose specific identity is not known by the establishment being evaluated. Mystery shopper’s role is to perform specific tasks such as purchasing a product, asking questions, registering complaints, and then provide detailed reports or feedback about their experiences eventually.
It is a fact that the research department of Integrated Marketing Consultancy is one of the key players in this kind of research in Egypt due to the unique techniques and methodologies used by our experienced consultants in the mystery shopping team. This explains why more and more customers across different sectors (Food, Banks, Telecom and Education) are restoring to us when it comes to this kind of research.
Field Work Observation & Quality Control
Field Audit enables conducting inspections to quickly and accurately capture observations made during field inspection site visits to monitor teams’ performance as well as communication and promotional activities. It must be conducted by independent third party. Integrated Marketing Consultancy has a team which is properly qualified, trained and experienced enough to do the inspection. It involves pinpointing the marketing strength and weakness to make the right decision for improvement. Monitor the communication of a consistent message to the right customers throughout the whole process according to the standards of the company as well as its objectives. (For instance, planners and organizers in business events should know how to deal with customers? Make sure they delivered the right message through communication, product and service knowledge and proper/professionalism? In addition to marketing and promotional activities done in these events.