TBWA\INSIGHT

Kampala • Uganda

Harjit Thakkar: +256 (0)312 387 112

TBWA\InsightCompany Profile

258 Agencies • 75 Countries • 11,000 Employees

TBWA Offices

TUNISIAMOROCCO

SAHARAALGERIA

MAURITANIA MAL

I NIGER

LIBYA

CHAD

Mediterranean Sea

Sea

EGYPT

SUDAN

ETHIOPIA

DJIBOUTI

ERITREA

SOMALIAKENYA x2

TANZANIA

DEMOCRATIC

(ZAIRE) x2

CENTRAL

RWANDA

GABON

EQUATORIAL

ANGOLA

CONGO

NIGERIA x3

BENIN

DTVOIRE

SIERRA

SENEGAL

GHANA

THE

GUINEA

LIBERIA CAMEROON

SOUTH AFRICA

MALAWI

ZAMBIA

MOZAMBIQUE MADAGASCARZIMBABWE

BOTSWANA

SWAZILANDIndian

Ocean

Indian

Ocean

LESOTHO

NAMIBIA

ANGOLA

South

Atlantic

Ocean

WESTERN

Red

UGANDA

OF THE CONGO

REPUBLIC

BURUNDI

GUINEAREP. OF

TOGOCOTE

BURKINAGUINEA

LEONE

GAMBIA

BISSAU

Walvis Bay

SOUTH

REPUBLIC

AFRICAN

THE

AFRICA

Offices in country

Affiliate

Future Focus

• 24 offices in 20 countries•+/- 400 employees

TBWA\Africa

2

3

4

1

5

8

9

6

10

13...

2000

7

DentsuMcCann Erickson

BBDO

JWT

Euro RSCG

Grey

DDB

Ogilvy

Publicis

Leo Burnett

2005

DentsuMcCann Erickson

BBDO

JWT

DDB

Publicis

Leo Burnett

Hakuhodo

Ogilvy

2006

Dentsu

McCann Erickson

BBDO

DDB

JWT

Publicis

Hakuhodo

Y&R

Ogilvy

McCann Erickson

JWT

BBDO

Dentsu

DDB

Publicis

2007

Hakuhodo

Y&R

Ogilvy

TOP CORE AGENCIES WORLDWIDEBy worldwide revenue from traditional

advertising

TBWA\ Worldwide Standing

Strong Hubs in Key Regions

TBWA\Limelight Structure

TBWA\LIMELIGHT TBWA\INSIGHT

Full ServiceAdvertising Agency

CreativeDesign

Production

Quantitative Research

Qualitative Research

Strategic Insights

Organisational Chart forTBWA\Limelight & TBWA\Insight

Background

• Insight has been in operation since October 2007 when it became apparent there was a need for a trustworthy, objective and cost effective research agency.

• We aim to strategically plan, create and implement research to provide an insight into the client’s operating environment, with overall results that will translate into intelligence leading to substantial returns on investment for the company’s stakeholders.

• Although Insight has not been operational for a long period of time, collectively the team members have a vast range of expertise and have demonstrated their ability to develop, carry out research within the specified period and within the budget.

Who is who?We are the research arm of our sister company TBWA Limelight:

Harjit Thakkar

• Qualified with a BA (Hons) in Business Studies, specializing in Marketing and has CIMA in Marketing. Has over 10 years experience in consumer research in all sectors of the market including the financial sector, with particular expertise of managing fieldwork.

Jude Beed

• Graduated with a BA (Hons) in Business and Marketing. She worked for 4 years as an Account Manager for one of Europe’s largest market research suppliers, then for 6 years as Research & Planning Manager for two large retail organizations based in UK (one with 200 stores and one with 1000 stores). Came to Africa in 2000, spending 6 ½ years in West Africa and 2 years in Uganda.

Cliff Lule

• Has four years experience in journalism and three year’s experience in the research department at TBWA Limelight. Graduated from Uganda Institute of Business and Media Studies in 2002 with a Diploma in Journalism.

Types of Research

• Face to Face Quantitative Interviews

• Video Research / In depth Interviews

• Telephone Research

• Mystery Shopping

• Focus groups

What is Market Research?

• The way in which organisations find out what their customers or potential customers need, want & care about.

• It involves the collection & interpretation of confidential data concerning people, products, services & organisations.

• Secondary Research – desk research

• Primary Research – commissioned research

Primary Research

Qualitative:

- How & why things are done- No fixed questions – discussion guides used- In-depth issues- Responses from thoughts & feelings- Can be in-depth (1), paired depths (2), triad (3), mini group (4-5), groups (6-8)

Quantitative:

- Numerically orientated- Measurement of market, dynamics etc.- Statistical analysis- Standard questions for all – Questionnaire- can be face to face, phone, postal, e-mail etc.

What is Market Research?

• Ideally the process will include:

– Secondary Research

– Primary Research

• Qualitative to highlight issues

• Quantitative to quantify issues

• Compile & evaluate data, make conclusions & recommendations that meet initial research objectives

What is Market Research?

• Types of research

– Ad-hoc Research

• Specific marketing problems e.g. product usage, NPD, advertising development corporate image surveys etc.

• Can be either qualitative or quantitative

– Continuous Research

• Consumer Panels

• Retail Audits

• Television Viewership / Radio Listening panels

• Tends to be quantitative

What is Market Research?

Main Areas of Market Research• The marketplace

– Market tracking

– Competitive analysis

• Stores / Location

– Design layout

• Customers

– Segmentation

– Shopping patterns

– Mystery shopping

• Customer Service

– Service v likelihood to purchase

– Product availability

– Price

• Product offer

– New product development

– Competitive products

– Customer reaction to products

• Corporate Marketing

– New concepts

– Brand development

– Advertising development

– Promotional development

• FCB Insight are committed to delivering the most cost effective and highest quality solutions whatever your market research needs may be and we can offer the following services:

– Drive Thru’

• - Market / Customer information

• - Competitive information

• - Demographics

• - Advertising awareness

• - Brand awareness

– Detailed face to face quantitative research

– Mystery Shopping

– Telephone research e.g. Customer Satisfaction Studies

– Video Research

What is Drive Thru’ ?

• Allows the client to get relatively low cost answers to simple questions.

• Benefits include

– Speed

– Cost efficiency

– Flexibility

– Accuracy

– Independence

– Excellent client service

• Can cover the main commercial regions of Uganda.

Up to 5

6 – 10 11 - 15

16 - 20

Up to 100

X

300 X XX

400 XX XXX

500 XXX XXXX

600+ XXXX

No. of Questions

No. of Respondents

The price will include cross analyses by basic demographics e.g. age, sex, level of education.

What is Drive Thru’ ?

Examples of how Drive Thru’ can be used

• Responding to events e.g. a promotion

• Pre & Post

• Awareness tracking

• Competitive awareness

• Brand image

• News / PR stories

• Public Attitude

• Logo recognition

• All data can be cross analysed against basic demographics if gathered e.g. age, education, sex etc

Face to Face Interviews• FCB have the expertise to work with the client to design

bespoke, specific face to face questionnaires, dealing with specific issues.

• These interviews could be either exit interviews for retail outlets or general on the street interviews.

• We offer research in all the main centres of commerce

– Mbale

– Jinja

– Kampala

– Entebbe

– Masaka

– Mbarara

– Kabale

– Gulu

• All respondents will be asked for telephone numbers so validation call backs can be made.

Video Research – Watch the consumer speak

• Real issues dealt with customers – face to face

– Do you understand a promotion?

– Do you like a new beer?

– Which paint sells best and why?

– What are your attitudes to health?

– How do you rate a retailer?

– How do you view a specific brand?

Telephone Research

• Customer Satisfaction Surveys

– It is a simple fact that if your customers are satisfied with your product or your service, they are more likely to spend money with you than with your competitors. For this reason, it is important to measure how satisfied your customers are, and what drives their satisfaction.

– Each customer satisfaction survey is tailor-made to meet your particular needs, in terms of who we interview, how many we interview, and how we interview them. Each questionnaire is also unique, but will contain the core elements needed to fully understand customer satisfaction.

Mystery Shopping• Customer service is a key factor in dictating where

consumers shop and which brands they purchase. 

• Mystery shopping provides invaluable feedback on face-to-face customer service.

 

• Are your procedures carried out to the full and will your customers come back time and time again? 

• Do your staff have sufficient product knowledge to effectively advise customers on the benefits of your brand?

• Is your point of sale material being correctly and effectively displayed?

Key Clients

THANK YOU