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TeleBus introduction. 2 What is teleBus? teleBus Magyar Telefon-Média Intézet teleBus is an omnibus market research method conducted on telephone developed.

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Presentation on theme: "TeleBus introduction. 2 What is teleBus? teleBus Magyar Telefon-Média Intézet teleBus is an omnibus market research method conducted on telephone developed."— Presentation transcript:

1 teleBus introduction

2 2 What is teleBus? teleBus Magyar Telefon-Média Intézet teleBus is an omnibus market research method conducted on telephone developed by Magyar Telefon-Média Intézet and Trend BudapestKft. Trend Budapest Kft. In other words teleBus teleBus is a „scheduled” B2C telephone research which the various clients can join with different questions (like mini researches).

3 3 When is teleBus suitable? Has it ever occurred that: an answer was needed for yesterday? the CEO asks for an index? there is a problem, but there is no budget for it? there is a question, but only a single one? one data is needed but not an entire research? I know the market, with the exception of one data? something is happening right now and I need to know immediately how the consumers react to it (campaign of a competitor, bad rumor about the company)? only a few data is needed but those should be tracked continuously? there is a hypothesis, and its correctness/validity should be checked before the planning / campaign / product development? market potential should be estimated before planning the budget? there is no time to wait for a month to get the results of a research? representative data is needed but at a low price?

4 4 teleBus in a nutshell Characteristics of the method Target group: 1000 respondents, representative, B2C Regularly scheduled rounds Questions of more clients within the same interview Maximum 15 minutes long interviews Maximum 30 questions + demography 15 minute available length of interview to split among clients Questions that are easy and quick to answer Pass for the teleBus: minimum 3 questions 1000 respondents, Sample representing the 18+ population based on: gender, age, settlement type, region and qualification Respondents are selected randomly from the public landline and mobile phone subscription database respondents, Sample representing the 18+ population based on: gender, age, settlement type, region and qualification Respondents are selected randomly from the public landline and mobile phone subscription database.

5 5 Based on the received data file Trend Budapest Kft. – on demand – prepares a Power Point presentation with graphically illustrated explanations, and sends it over to the Client till the end of the day. MTM carries out and supervises the data collection, then prepares the data file ready for analysis. MTM programs the questions / question block arrived till Monday 14 pm. And we put them on the teleBus! Process Client formulates the research topic(s). Trend Budapest Kft. proposes a question package. Research start every even numbered week A week before the research The whole process takes up altogether 3 x 3 working days! Tuesday, Wednesday, Thursday Tuesday, Next Tuesday

6 6 Quick: the entire process takes up one week only Simple: only the areas that need to be examined are required Up-to-date: processes are supported by the latest software, which, taking into consideration the aspects of quality control - is excellent for: Making lists of phone numbers randomly Programmed questionnaires Continuous, online monitoring of the aspects guaranteeing representative sample Constant and interactive control of interviewers and feedback provision Representative: using both mobile and landline phone numbers makes the population reachable to a higher extent Reliable: exceptional experience and quality control provides guarantee Discrete: separate handling of the different clients’ questions Affordable: incomparable price-value ratio! Why is it worth being on the teleBus? 1000 respondents, Sample representing the 18+ population based on: gender, age, settlement type, region and qualification Respondents are selected randomly from the public landline and mobile phone subscription database respondents, Sample representing the 18+ population based on: gender, age, settlement type, region and qualification Respondents are selected randomly from the public landline and mobile phone subscription database.

7 There are only two response options, the question can be answered solely with a positive or negative answer. Eg. Do you like Till Attila? Have you heard about this promotion? Yes/no, heard about it / did not hear about it Respondent has to evaluate a statement. Eg. To what extent do you agree with the following statement? Please tell me using a five point scale…. Respondent has to choose from a set of answers that exclude each other. Eg. Which of the following statements do you agree with? Answers that respondents can give to the question are already listed. If respondent gives an answer that is not listed, that answer goes under „Other”. Eg. What brand is your car? One yes/no question Ranking question Multiple choice test Semi-open question Yes/no question- block More yes/no questions, for which the same positive or negative answer can ge given. Eg. Do you like Till Attil? And how about Liptai Klaudia? And Friderikusz Sándor? And Eszényi Enikőt? Ranking question block Respondent has to evaluate more statements but using the same scale. Eg. Using a scale from one to five please evaluate, how much the following statements fit to… 7 Question types

8 8 Flexible and affordable Based on individual price agreement, there is possibility for: examination of groups derived from cross referencing the main demographic indices and/or certain questions preparation of the data file for analysis (coding, grouping, creating new variables etc.) Minimal commission: 3 arbitrary question type. Price includes the preparation of the questionnaire, the entire data collection process and the professional supervision, from programming the questions till the handover of the data file ready for analysis, and also the analysis along the fix variables in PPT format, but does not include VAT. TYPE PRICE/QUESTION (HUF) analysed on the whole sample, along fix variables in PPT format, without VAT Yes/no question HUF Yes/no question block First question HUF Every other question HUF Multiple choice question HUF Ranking question HUF Ranking question block First question HUF Every other question HUF Semi-open question HUF There is no extra fee for the standard socio-demography questions: Respondent’s gender, age, highest qualification, employment, income status (ESOMAR), size of the household, settlement type and region.

9 9 Possible packages

10 10 Possible packages Concept package Image package Communi- cation package Price-test package teleBus Media usage package Awareness – satisfaction package Consumer habits package Individual requests

11 11 Image package What is it good for? This package gives an answer to the most general questions which might come up in connection with the awareness / image of a brand, product or service.. Recommended question types: Spontaneous awareness Spontaneous awareness What brands / products / service providers do you know? Prompted awareness Do you know the following brands / products / service providers? Possession, penetration Possession, penetration Have you used / resorted / consumed the brand / service provider / product in the last (time period)? Possibility of recommendation (Net Promoter Score) Possibility of recommendation (Net Promoter Score) On a 0-10 scale, how willingly would you recommend to a friend or colleague? Loyalty-index Overall, how satisfied are you with ? How likely would you recommend to others? How likely would you choose next time again? Image To what extent do you agree with being: Traditional Reliable Innovative, etc. From a previously prepared list max. 10 elements +1 coded as „Other” From a previously prepared list max. 10 elements +1 coded as „Other” Max. 10 elements It is asked for max. 1 brand / product / service that respondent uses or resorted. Max. 8 elements Max. 10 elements

12 12  Spontaneous first  Spontaneous  Prompted  Spontaneous + Prompted = Total „A” brand„B” brand„C” brand „A” brand „B” brand „C” brand  Yes. has it  No, does not has it Detractors (D) 0,1,2,3,4,5, 6 Neut- rals 7,8 Promoters (P) 9,10 NPS= P% - D% Top2- Bottom6 Possible outputs Spontaneous awareness Prompted awareness Possession, penetration Possibility of recommendation (Net Promoter Score) Possibility of recommendation (Net Promoter Score) Loyalty-index Image Satisfaction Future usage Recommen- dation Loyalty Image package

13 13 Prices of the Image package RECCOMENDED QUESTION TYPES QUESTIONTYPE PC S PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Spontaneous awareness What brands / products / service providers do you know? Semi-open question HUF Prompted awareness Do you know the following brands / products / service providers? Yes/no question HUF Further yes/no question HUF Possession, penetration Have you used / resorted / consumed the brand / service provider / product in the last (time period)? Yes/no question HUF Further yes/no question HUF Possibility of recommendation (Net Promoter Score) On a 0-10 scale, how willingly would you recommend to a friend or colleague? Ranking question HUF Lojalty-index Overall, how satisfied are you with ?Ranking question HUF How likely would you recommend to others? Ranking question HUF How likely would you choose next time again? Ranking question HUF Image To what extent do you agree with being: TraditionalRanking question HUF Reliable Further ranking question HUF Innovative, etc. Altogether HUF

14 14 If you think about the product / service, what is the price that would make you feel that it is … 1. Too cheap, meaning that you would start to feel that it is so cheap that it cannot be of high quality / professional, reliable. 2. Cheap, meaning that you start to feel that this product / service is cheap. 3. Expensive, meaning that you would start to feel that this product / service is expensive. 4. Too expensive, meaning that you would start to feel that this product / service simply does not worth that much. Price-test package What is it good for? Helps the proper market price setting. It is a package, that is usable in case of products that are about to be introduced to the market and in case of products that are already on the market, too. Recommended question types: Purchase intention without price Price sensitivity measurement Regardless the price, how likely is that you would buy this products / use this service? Purchase intention at different price points How likely would you buy this product / resort this service for HUF? Optimal price Acceptable price- range Not likely at all Very likely Examined on 4 price points Brand usage Main brand Which of the following brands / products / services have use used in the past 12 months? Which of the following brands / products / services do you use most often?  Main brand  Brand usage „A” brand„B” brand„C” brand From a previously prepared list max. 5 elements +1 coded as „Other” From a previously prepared list max. 5 elements +1 coded as „Other” Not likely at all Absolutely likely

15 15 Prices of Price-test package RECCOMENDED QUESTION TYPES QUESTIONTYPE PC S PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Brand usage Which of the following brands / products / services have use used in the past 12 months? Yes/no question HUF Further yes/no questions HUF Main brand Which of the following brands / products / services do you use most often? Multiple choice test HUF Purchase intention without price Regardless the price, how likely is that you would buy this products / use this service? Ranking question HUF Price sensitivity measurement If you think about the product / service, what is the price that would make you feel that it is … 1. Too cheap, meaning that you would start to feel that it is so cheap that it cannot be of high quality / professional, reliable. Multiple choice test HUF 2. Cheap, meaning that you start to feel that this product / service is cheap. Multiple choice test HUF 3. Expensive, meaning that you would start to feel that this product / service is expensive. Multiple choice test HUF 4. Too expensive, meaning that you would start to feel that this product / service simply does not worth that much. Multiple choice test HUF Purchase intention at different price points How likely would you buy this product / resort this service for HUF? Ranking question HUF Further ranking question HUF Altogether HUF

16 16 Awareness-satisfaction package Spontaneous awareness Spontaneous awareness Prompted awareness What brands / products / service providers do you know? Do you know the following brands / products / service providers? Satisfaction To what extent are you satisfied with the price / quality / taste / color / velocity etc……… of this brand / product / service? What is it good for? Reveals the awareness of a given brand / product / service and the satisfaction linked to it along more criteria Recommended question types: Which of the following brands / products / services have use used in the past 12 months? Which of the following brands / products / services do you use most often?  Main brand  Brand usage „A” brand„B” brand„C” brand From a previously prepared list max. 5 elements +1 coded as „Other” From a previously prepared list max. 5 elements +1 coded as „Other” Main brand Brand usage  Spontaneous first  Spontaneous  Prompted  Spontaneous+ Prompted=Total „A” brand„B” brand„C” brand Along altogether +9 pcs previously determined statements. 10 Not satisfied at all Absolutely satisfied Not satisfied at all Absolutely satisfied

17 17 Price of the Awareness- satisfaction package RECCOMENDED QUESTION TYPES QUESTIONTYPE PCS PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Spontaneous awareness What brands / products / service providers do you know? Semi-open question HUF Prompted awareness Do you know the following brands / products / service providers? Yes/no question HUF Further yes/no question HUF Brand usage Which of the following brands / products / services have use used in the past 12 months? Yes/no question HUF Further yes/no question HUF Main brand Which of the following brands / products / services do you use most often? Multiple choice test HUF Satisfaction To what extent are you satisfied with the price / quality / taste / color / velocity etc……… of this brand / product / service? Ranking question HUF Further ranking question HUF Altogether HUF

18 18 I do not like it at all I like it a lot Communication package What is it good for? Reveals the awareness of a given brand / product / service and the satisfaction linked to it along more criteria Communication awareness Fit to brand Where was it encountered Have you met the communication / campaign of the ….. brand / product / service? Can you recall where have you met the advert / campaign / communication? What do you think, to what extent does the heard campaign / advert fit to the image of brand / product / service provider? Yes No DK/NA Advantage With the help of previously recorded audio file it is possible to ensure, that all respondents test the communication in the very same format. Recommended question types: Brand usage Main brand Which of the following brands / products / services have use used in the past 12 months? Which of the following brands / products / services do you use most often? From a previously prepared list max. 10 elements +1 coded as „Other” From a previously prepared list max. 10 elements +1 coded as „Other” Max. 5 communication element Asked for all 5 elements TV Radio DK/NA Billboard Internet Can you recall to what extent did you like the advert of ……? Appeal Can you recall the main message of the communication / advert / campaign? Main message Max. 5 key elements Does not fit at all Fits perfectly Compared to other adverts, to what extent do you like the advert of ………… brand / product / service provider? Comparison I do not like it at all I like it a lot  Main brand  Brand usage „A” brand„B” brand„C” brand

19 19 Prices of the Communication package RECCOMENDED QUESTION TYPES QUESTIONTYPE PC S PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Brand usage Which of the following brands / products / services have use used in the past 12 months? Yes/no question HUF Further yes/no question HUF Main brand Which of the following brands / products / services do you use most often? Multiple choice question HUF Communication awareness Have you met the communication / campaign of the ….. brand / product / service? Yes/no question HUF Where was it encountered Can you recall where have you met the advert / campaign / communication? Semi-open question HUF Appeal Can you recall to what extent did you like the advert of ……? Ranking question HUF Main message Can you recall the main message of the communication / advert / campaign? Semi-open question HUF Fit to brand What do you think, to what extent does the heard campaign / advert fit to the image of brand / product / service provider? Ranking question HUF Comparison Compared to other adverts, to what extent do you like the advert of ………… brand / product / service provider? Ranking question HUF Altogether Ft

20 20 Consumption habits in the FMCG sector package What is it good for? Reveals the frequency of the consumption of a given brand / product and the habits linked to the consumption Frequency of consumption How often do you consume / purchase the followings? Never Daily Yearly Monthly Weekly Place of purchase In what type of store do you usually buy ? Recommended question types: Other Hypermarket Street vendor Garage shop Super- market Domestic storechain Which of the following brands / products / services have use used in the past 12 months? Which of the following brands / products / services do you use most often? From a previously prepared list max. 10 elements +1 coded as „Other” From a previously prepared list max. 10 elements +1 coded as „Other” Main brand Brand usage +3 pcs closed questions linked to purchase habits on demand Willingness of trial How likely would you try ………… brand / product? Absolute likely Not likely at all  Main brand  Brand usage „A” brand„B” brand„C” brand

21 21 Prices of Consumption habits in the FMCG sector package RECCOMENDED QUESTION TYPES QUESTIONTYPE PCS PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Brand usage Which of the following brands / products / services have use used in the past 12 months? Yes/no question HUF Further yes/no question HUF Main brand Which of the following brands / products / services do you use most often? Multiple choice question HUF Frequency of consumption How often do you consume / purchase the followings? Ranking question HUF Further ranking question HUF Place of purchase In what type of store do you usually buy ? Multiple choice question HUF Further yes/no question HUF Willingness of trial How likely would you try ………… brand / product? Ranking question HUF Further ranking question HUF Altogether HUF

22 22 Concept package What is it good for? Package testing re-thought concepts of products / services or ones before introduction Purchase intention without price Relevance Understandability Credibility Purchase intention at given price Brand fit Novelty, uniqueness Regardless the price, how likely is that you would buy this products / use this service? How likely would you buy this product / resort this service for HUF? What do you think: does this product give something completely new or is it just like the other similar products on the market? How important is it for you personally what this description says about the product? How credible do you find what the description say about this product? Overall appeal Overall how would you evaluate this product idea? How understandable do you find the message of the concept? What do you think, to what extent does the heard concept fit to the image of brand? Recommended question types: 4,9 4,8 4,7 4,6 4,5 4,4 4,3 Top2 Purchase intention without price Purchase intention at given price Mean Novelty Brand fit Understand ability Relevance Credibility Appeal

23 23 Prices of the Concept package RECCOMENDED QUESTION TYPES QUESTIONTYPE PCS PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Purchase intention without price Regardless the price, how likely is that you would buy this products / use this service? Ranking question HUF Novelty, uniqueness What do you think: does this product give something completely new or is it just like the other similar products on the market? Ranking question HUF Relevance How important is it for you personally what this description says about the product? Ranking question HUF Understandability How understandable do you find the message of the concept? Ranking question HUF Fit to brand What do you think, to what extent does the heard concept fit to the image of brand? Ranking question HUF Credibility How credible do you find what the description say about this product? Ranking question HUF Overall appeal Overall how would you evaluate this product idea? Ranking question HUF Purchase intention at given price How likely would you buy this product / resort this service for HUF? Ranking question HUF Altogether HUF

24 24 Usage Media usage package TV Which of the following TV channels do you watch regularly? TV Ranking Which of TV channels that you have listed do you watch the most often? An which is the second most watched one? An the third? Radio Which of the following radio stations do you listen to regularly? RadioRanking Which of radio stations that you have listed do you listen to the most often? An which is the second one? An the third? Magazine Which of the following magazines do you read regularly? Magazine Ranking Which of magazines that you have listed do you read the most often? An which is the second one? An the third? Internet Which of the following web sites do you visit regularly? WebsiteRanking Which of web sites that you have listed do you visit the most often? An which is the second one? An the third? Ranking  First  Second  Third What is it good for? Serves getting to know the usage of the different media channels Recommended question types: Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Max. 10 elements

25 25 Prices of the Media usage package RECCOMENDED QUESTION TYPES QUESTIONTYPE PCS PRICE/QUESTION (HUF) analyzed on the whole sample, along fix variables in PPT format, without VAT Media (1 optional channel, e.g.. TV, Radio, Magazine, Internet) Which of the following TV channels do you watch regularly? Yes/no question HUF Further yes/no question HUF Media RankingWhich of TV channels that you have listed do you watch the most often? Multiple choice question HUF An which is the second most watched one? Multiple choice question HUF An the third? Multiple choice question HUF Altogether HUF

26 26 If we grabbed your interest Or personally: Dóra Hegyi Mob.: Tel.: We are at your disposal – via our contacts:


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