1WR media quantitative custom research solutions for media launches or market preparation

Media research solutions

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Specific media research solutions
>Explore patterns and future scenarios
>Identify trends well before others
>Share trends and insights for creation
>Embrace social and cultural change
>Optimize concept or product features
>Understand the whys and emotions
>Experiment in a lab environment
>Observe in real life situations
>Validate a launch or its elements
>Segment and target meaningfully
>Track various usage and attitudes
>Estimate audience representatively

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>Business to business research
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Quantitative studies

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Scope

Custom measures of a new product or its elements are designed to answer to your particular audience or media strategy requirements.

Your specific objectives might concern:

audience levels or "up take"
usage levels
advertising return on investment
name or brand choice
design or format choice
editorial relevance
promotion, subscription or price acceptance
new product market testing
communication effectiveness

Production

1WR coordination will recommend the most reliable and cost effective:

sampling options using either representative population sampling; targeted sampling based upon quota or filter questions; eventual panel formation
Interviewing modes using separately or combined face to face, internet, postal or telephone

Clients are encouraged to visit field operations and proactively help during briefs.

Once fieldwork is completed, tables with difference tests are produced, eventually with more sophisticated analysis.

Reporting

Reporting respects scheduling and the various stages of a study.

A typical study comprises:

a presentation of analytical findings with summary and recommendations, discussed and prepared with you.
a report introducing the methodology, the study and its objectives, its summary and recommendations, its main analytical/question sections and appendices.
summary tables are produced either as Excel spreadsheet tables or in Word files which highlight differences though significance tests, as well as for various splits: specific targets, "early adopters", segment groups and other socio-demographics
listing of the open-ended question verbatim answers and their translation in English
eventual exports and related project files
fieldwork details and appendices

Showcase: Custom quantitative cartoon character potential assessment

Background

We were approached by an international producer who wanted to assess the potential of certain cartoon characters for diverse media activities in a given market. Specific parts of this showcase are retained to protect confidentiality.

Sampling and methodology

The survey was conducted on a quota based sample of a 100 parents and children, conducted in pairs.
Parent approval was therefore integrated within the chosen project methodology.
Characters were first measured in terms of spontaneous and aided awareness.
As some characters had low awareness concept boards were also used to assess aided awareness and imagery.
Imagery attributes were designed to address potential developments.

Reporting

The client received a report and associated project files.
Further tables with extra analysis were provided at a later stage upon client request.

Quality

These included:

Fieldworkers training by supervisor, during a common brief (half a day)
Fieldworkers were supervised continuously by supervisor
Complementary telephone controls were conducted on respondent identification used in the quotas

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