cm research


Agenda

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•CM Research•Our services•Vetspanel and Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A

Copyright © 2011 CM Research Ltd. All rights reserved. 3

Who we are

CM Research provides online market research

Full service agency


Our Managing Director, Carlos Michelsen

MRS Market Research effectiveness award in 2007.

Our research is carried out under bothESOMAR and the MRS Codes of Conduct.


-Companies in the veterinary industry

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-Market research agencies

Who we serve


Companies in the veterinary industry

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We are a full service online market research company

In particular we can:

Define the market research problem

Develop the research methodology

Carry out research

Provide post-research analysis

Present an advice



Market research agencies

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We are flexible enough to accommodate your research needs

In particular we can:

Provide samples

Design online questionnaires

Direct our panelists

Field questionnaires

Deliver tabs

Produce reports



What we do

In 2010 we successfullydelivered projects in:

-Driver analysis-Concept testing-Packaging testing-Product evaluation-Advertising evaluation


Vetspanel is the largest community ofveterinary professionals for marketresearch purposes.

UK and France – 3,000 membersSoon in Germany, Italy, Spain.

How we do it

Members take part in research studies and are rewarded.

•CM Research•Our services•Vetspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A

-Solid Recruitment,-High response rates-High completition rates-Rewards


How we do it


Petspanel is a pet owner’s communitywhere membership is by invitationonly.

More than 20,000 members

7 countries across Europe

•CM Research•Our services•Petspanel•Your benefits•Business pressing questions•Meet Claire and John•Q&A

-High response rates-High completition rates-Rewards


What you get


•Custom solutions•Web solutions•Speed

Our experience and availability of panelists

save you both time and money.

When a quick answer is required to a research question


Why we do it

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We understand how important is for you tomake the best strategic marketing decision.

•Can this idea become a new product?

•What is really important in my product/service?

•What has the most effect on the likelihood my

product will be purchased?

•What are the similarities and differences among

our target groups?

•Does my advertising really communicate what I

want to?



Meet Claire and John

• Situation – Claire had to decide on media investments in UK

• Task – User segmentation and compare with media consumption

• Action – 8,500 online surveys among pet owners in UK

• Result – Media investments were optimized according to target group

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Brand Manager and Customer Insight manager Multi-national company , veterinary industry



Summary

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Questions and Answers



• Situation - Consumers’ understanding of the ingredients in a package.

• Task - Identify aspects that attract attention and aspects that inform.

• Actions –Researched 150 UK dog owners, main shoppers, feeders of dry pet foods.

• Result - Pictures of food are fairly irrelevant in guiding consumers’ choice, although ingredients are not.

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Packaging Testing

•Our services

Packaging Testing

Multi-national company , veterinary industry


• Situation –two different ads for pet owners to communicate benefits

• Task – compare the ads to evaluate customers’ recall and action

• Actions –177 online questionnaires amongst dog owners

• Results - a clear ad winner was identified

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Advertising Evaluation

•Our services

Advertising evaluation



Concept testing

• Situation – Generate relevant and new consumer products by developing ideas

• Task – Test and determine the relevant performance of 17 ideas or concepts

• Actions – 2,250 online interviews with recent buyers. 17 cells of 150 buyers

• Results - No concept exceeded a T2B purchase intention of 60% (which is the benchmark for FMCG)

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Purchase Intention Overall Opinion

Uniqueness Value For Money

Believability Relevance

Taste New & Different

•Our services

Concept testing



Product evaluation – UK and France

• Situation – Client introduced a range of snacks for small/mini breeds of dogs.

• Task – Understand barriers of choice like Awareness, Familiarity, Use, Experience

• Actions – 490 online surveys in UK and 198 completed surveys in France

• Results - Snacks were too small. In France: Palatability, Price and Calories

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•Our services

Product Evaluation



Driver analysis – Italian market

• Situation - The client was behind the main competitor on most KPI’s

• Tasks – Understand drivers of purchase intention and drivers of volume.

• Action - 1000 online interviews to buyers of pet food in the speciality channel.

• Results - The client could do better as eliciting non-vet recommendations.

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•Our services

Driver Analysis



Pricing Research

• Situation – a client wanted to decide the price of a paint of beer

• Task – Use the PSM to indicate the optimum price point

• Action - asked respondents to give purchase intention for different price options

• Results - Optimum price £2.00 Very little increase in rejection if price is increased to £2.40 Recommended optimum price: £2.40

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•Our services

Pricing Research

Multi-national company, beverage industry


Where veterinary professionals share their opinions.


Where veterinary professionals

share their opinions.

Agenda

•Coverage•Our panellists•Rewards•Solid Recruitment•High response rates•High completition rates•Q&A


Coverage

• Vetspanel is currently present in the United Kingdom and France.

• In both countries we have over 3000 registered vets and vet nurses that have agreed to take part in market research.

• Coverage in both countries is national and includes those working in small and large practices, as we all as rural and urban practices.

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Our panellists

• All our panellists have been carefully screened and selected.

• Membership is by invitation only or by recommendation from a colleague.

• Vets and vet nurses manage their membership through our website (www.vetspanel.com)

• Members can also suggest questions to ask their colleagues in future surveys or even suggest new charities.

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http://www.vetspanel.com/


Rewards

• Panellists are rewarded with points.

• Gift vouchers, cash or donations toselected charities.

Last year, our members donated to :

• NSARDA - £245

• RSPCA - £180

• WWF - £80

• Green Peace - £40

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Solid recruitment methods

• Members of directly recruited by CM Research

• Membership is by invitation only.

• New members are only accepted after we've verified their details and have contacted them directly.

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•Coverage•Our panellists•Charitable giving•Solid Recruitment•High response rates•High completition rates•Q&A



High response rates

• Accurate panel management and interesting questionnaires are

• Right balance in the number of studies a panel member is invited

• Response rate of over 50% on average with our studies.

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High completion rates

• Surveys are fun, engaging and interesting for our members.

• Innovative methods and attractive designs

• Uncomplicated tasks and questions

• Completion rate of over 90% on average.

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Questions and Answers


Where veterinary professionals share their opinions.

cm research

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