As a result of the acquisition of Zogby International by IBOPE Inteligência, we are able to offer full service market research expertise across a range of commercial issues, empowering our clients with the information and knowledge they need to make informed strategic decisions in relation to:

Brand:

• Measuring and tracking brand performance (image, positioning, values, reputation and equity)
• Identifying and evaluating opportunities for brand extension

Offer:

• Generating ideas for new products and services
• Developing and refining product/service concepts and propositions
• Evaluating the market potential for new products and services
• Devising optimal pricing strategies
• Devising optimal messaging and positioning strategies

Customer:

• Identifying the drivers of acquisition: what drives purchase decisions at all points in the decision-making cycle (from information gathering to point of purchase)
• Identifying the drivers of retention: what drives satisfaction, loyalty, recommendation and/or advocacy
• Understanding customer needs and priorities
• Measuring and tracking customer experience at different touch-points (point of purchase, customer service, website, social media etc.)

Communication:

• Exploring how best to engage with consumers through messaging
• Developing and refining creative
• Measuring and tracking the effectiveness of brand and offer campaigns

The decision as to which methodology or combination of methodologies to use will depend on the research objectives for each individual project. Importantly, we find that integrating quantitative and qualitative methodologies, and combining both off- and online tools, allows us to develop more holistic insights for our clients.

We therefore customize all our research designs based on the specific outcomes that our clients wish to achieve, drawing upon our extensive toolkit of methods in the process.

Quantitative Research Toolkit

Specialized analytics companies within the IBOPE Group provide expertise in a wide range of advanced statistics. This team of 40 highly qualified marketing scientists offers advice and support throughout the design and analysis process, ensuring that our proprietary techniques are appropriately implemented for maximum impact and value.

Impotracker

A statistical model that identifies the main drivers of satisfaction, loyalty, retention etc., and measures their relative strength of impact, helping clients to prioritize improvements and (re)allocate resources accordingly.

Multiviews

A segmentation technique enabling the integration of primary data from market research with secondary data from internal CRM databases, allowing clients to develop more targeted marketing strategies for their various customer groups.

Converter

A solution that analyzes the conversion of a consumer base, using the concept of Brand Equity.

Conjoint Analysis

A powerful trade-off analysis that identifies the importance of various features of a product or service, helping clients with pricing and marketing decisions.

Pricer

A set of conjoint analysis techniques that can identify the preference share and price elasticity of a particular product or service and its competitors.

We are also fluent in the full range of standard industry methodologies for evaluating market potential, measuring brand value and devising optimal pricing and communication strategies, including correspondence analysis, TURF analysis and pricing techniques such as Gabor Granger, PSM, BPTO etc.

Qualitative Research Toolkit

We offer our clients a broad range of both traditional and innovative qualitative methodologies. In addition to focus groups, in-depth interviews and ethnographic observation, we have developed a range of both on- and offline creative solutions that can be used to address a variety of business issues:

• Supporting internal processes such as problem solving, decision-making and action-planning
• Driving innovation and contributing to the development of differentiated and relevant brands, services, platforms and programs
• Building engagement with different target audiences including customers, prospects, colleagues, stakeholders and partners.

Offline

Our Creative Connection platform is a set of creative workshop solutions that have been developed to facilitate divergent thinking. These sessions allow clients to tap into the creative resources of customers, colleagues or partners, with the support of expert moderators.

Online

In the digital sphere, technology is opening up possibilities for new ways of engaging people in research. As a company we are leveraging the innovations that are taking place in digital technology to develop integrated interactive solutions for clients, bringing together web-based qualitative methodologies (online brainstorming, online research communities, online focus groups) and quantitative methodologies (online surveys, interactive segmentation and profile tests, vote-testers, interactive reporting tools).