Solutions

Developing new products, finding the best time to market, advertising campaigns, improving product properties, measurement of customer satisfaction - all together it is the marketing of the product cycle.

For each stage of the product cycle, we offer integrated solutions to significantly increase the effectiveness of marketing activities.

Solution design consists of one or more types of marketing research.

Market Intelligence

Praktika Market

Define a picture of the market and forecast future sales. We study the competitors and discuss their strengths and weaknesses.

Praktika ID

Identifying your target audience and determining your customers. Allowing you more precise positioning of products and the ability to evaluate all opportunities and increase demand. Learn how to relate to your consumers with your new products.

Product Development

Praktika Attribute

Study consumer preferences in taste, color, product packaging or on the properties of services.

Praktika Price

Will help you find the optimal price for every project whether you need increase revenue or increase market share. Price is one of the basic properties of the product. It is important to understand the best price at which your consumers willing to pay and also what price realizes your maximum profit in relation to sales.

Communication

Praktika Promo

We will ascertain the best advertising concepts and materials, for your target audience, to get the most out of your advertising budget.

Praktika Effect

Learn what affects your advertising and what doesn't. This study will optimize your marketing strategy and increase the effectiveness of advertising campaigns.

Customer Experience

Praktika Track

Obtain reliable information about your brand or product loyalty to evaluate the quality of service. Results of this study will help you to adapt to all market changes, to prevent a decline in your sales and significantly extend the life cycle of your products.

Tools

To achieve the goals and objectives the study can utilize different methods, each of which has its own particular use.

Goals and objectives

Methods

Research types

Determining the market size and market share

Important objectives indicate the potential of a product and the results of competitive action. Market size is the total product sales for the study based on geography which allows us to estimate the sales potential output in the product’s market. Market share - the ratio of sales of goods or services of a particular company compared to sales of similar goods or services in all competing companies operating in this market. This indicator helps to track the effectiveness of marketing and management decisions.

Competitive Analysis

The first step in developing a marketing strategy for the product is a good understanding of the competitive environment and will help you choose the right tools for promotion, communication channels, and greatly reduce the risks. Competitive analysis allows us to obtain reliable information about the strengths and weaknesses of competitors, of their intentions, strategies and on the basis of information about competitors to develop their own product and its promotion strategy.

Sales forecast

Determining the size of the market and the share held by competitors, we can estimate the sales potential output to marketing the product.

Defining the target audience

Target audience is a group of people selected for a service or a product aimed for. Correctly identifying the target audience – is the basis of a successful marketing strategy. Knowing your consumer maximizes the correct development of an advertising campaign to choose the right communication channel to better impact on the consumers. Companies clearly knowing their target audience of the products do not spend money on ineffective promotions.

Testing offers on the target group

The study allows us to estimate product reception by the target audience to developed product concepts and service offers. Results will finalize the exact direction of the product development. This also relates to the products that the consumer cannot try before its introduction to the market - financial products and various services.

Motivation and consumer behavior

To stimulate demand for the product, it is necessary to understand the nature of human behavior, to create communication with the target audience. What is the process of making a purchasing decision? What is important in the product, what are the features and the process of buying and the benefits? What are the obstacles to the implementation of the purchase? What habits are formed within different customer groups? Determine the motives of the buyer.

Testing product properties

The study represents an experiment to determine the weight of each product’s characteristics in the overall assessment of the product and choose the most feature set. Usually it is important to test the properties in product development and prepare it for release. Results of the study will help determine the best version of a product or service.

Price optimization

For the successful launch of the product, to maximize financial returns, you must choose the best option for pricing. Pricing policy is one of the main marketing tools as it is closely related to the level of competition and the state of consumer demand.

Testing names, logos, promotional materials

A good name and brand logo provide a greater effect than a detailed description of the product. Stylish and convenient packaging design attracts customers. Logo, name and packaging create a so-called "brand promise", cause bright associations instantaneously transmit consumer product information.

Evaluating the effectiveness of advertising campaigns and marketing activities

Correct assessment of the effectiveness of marketing activity will allow you to plan investments in marketing, advertising and marketing activities in the future, to change the marketing strategy with minimal losses using ineffective marketing costs.

Measuring the brand and product

A comprehensive study will explore what is the value of the brand in the eyes of consumers, how it changes over the life cycle depending on the activity and actions of competitors. Sympathy and respect for the brand must be maintained. The image of the product not only affects the quality criteria, but also the effective communication with consumers. Measuring the attitude to brand/product is often not a single action but a continuous evaluation throughout the entire product life cycle.

Evaluation of customer loyalty

In a highly competitive environment, loyalty to the brand / product / company is an important and especially valuable for its successful development. Loyalty is the key to sustainable growth of the company and is not linked to the price - even when the price increases, loyal consumers do not switch to competitors. Measured changes in loyalty will give an opportunity to evaluate whether the development direction is right and if enough attention is paid to all aspects and interactions with customer.

Assessment of the quality of service

Quality of service, compliance with established corporate standards are the most important indicators for service businesses. High levels of service increases the number of loyal customers, creates a favorable image of the company and this in turn leads to an increase in financial performance.

Studying open source (desk research)

To perform tasks such as determining the size of the market and sales forecasting we use methods such as studying open sources, official statistics, thematic press, customs database, publishing, professional associations, competitors' sites, etc. In some cases, especially in the B2B segment, successfully applied indirect valuation, studies information about the complementary market.

Competitive Intelligence

One of the main approaches used in solving strategic tasks, such as determining the size of the market and sales forecasting is to obtain information directly from competitors, such as the method of observation, study reports or a series of interviews.

Identification of demand

One of the key issues addressed in determining the target audience is the identification of demand. Before segmentation you need to identify the criteria for its implementation. Age, gender, and income - the most obvious criteria do not require study, but the cause of the demand can be much more complex.

Segmentation

Segmentation is a way of defining and understanding the target audience for the product or service. Each segment has its own set of needs and priorities, information about which is then used as a marketing strategy. Segmentation can be performed geographically, demographically, behaviorally or the use of other principles for an appropriate marketing.

Quantitative methods

Quantitative research– is a group of practices in which the information obtained is analyzed by statistical and mathematical methods. Quantitative methods form the largest section of market research and include a plurality of methodologies and tools. Often quantitative methods are used to confirm hypotheses and the assumptions developed in the course of qualitative research.

For more details about quantitative research read below on the Tools page

Longitudinal (Panel) Study

This is the kind of research in which the same respondents were given the same series of questions relating to a common theme, so it becomes possible to evaluate the dynamics of the test subject.

When conducting a series of interviews before and after the advertising campaign this may clarify how the attitude of the respondents to the properties of the product, or the product as a whole (the offset positioning of the product in the consumer's mind).

Tracking studies

Tracking studies are conducted to find out if you want to change the mood of the target audience and the dynamics of its relationship to the test product or service. Unlike panel studies, respondents should not be the same people, although they belong to the same target audience, Tracking studies are usually held on a regular qualitative methodology.

Qualitative methods

For many marketing problems there are widespread qualitative techniques such as focus groups, in-depth interviews, home visits. Qualitative methods allow you to understand the causes of human behavior and its driving force. As a rule, in the process of qualitative research there are defined assumptions and hypotheses, which can then be confirmed using quantitative methods.

PRAKTIKA marketing agency has extensive experience and considerable resources to carry out all types of qualitative research. Learn more about the conduct of the field phase of qualitative methods here

Purchase and Decision Journey

The development of social media and other digital communication channels causes a shift in the marketing paradigm that defines the traditional marketing model. The role of personal experience and the experience of other consumers’ reviews on products on specialized internet sites plays a crucial role in decision-making by consumers. Understanding of these decisions provides important information for the proper construction of marketing communication and allows for the adjustment of the properties of the products.

Monadic Concept

Monadic-testing technique involves one product’s demonstration of the respondent and to identify opinion is about it, without comparison with other products. Methodology is used for testing the properties of any products. If you use this technique in the price survey, respondents were given a single question about the price (buy/not buy). To get a more accurate measurement of the elasticity of demand and study the design with multiple cells (Monadic cells), when different respondents exhibit different price.

The technique is used mainly for confirmation of already approved concepts. Modification techniques include serial Sequential monadic-test (Serial demonstration of two or more products) and Protomonadic-test (paired comparison test, following the demonstration of a product), etc.

Paired-Comparison Test

Pairwise comparison is when a paired roundup respondent demonstrates two products and ascertains their views on each of the studied attributes on a scale of better or worse. If it seems that is a good method from the common sense point of view, it actually has a significant number of drawbacks. As a rule, to study the properties of products Monadic or Sequential Monadic methods are preferred.

Conjoint analysis

Conjoint analysis is a statistical technique used to study consumer preferences. Conjoint analysis determines which configuration features of the product are best suited.

Brand Price Trade-Off (BPTO)

In applying BPTO (Brand Price Trade-Off) researchers modeled the market situation, offering the consumer a choice between products in terms of price changes in the competitive series. Techniques that help predict consumer response to price changes, identifying key competitors, determining the price value and brand value.

Van Westendorp's PSM

Van Westendorp methodology will help determine the optimal price of the product or service. The study includes a survey in which the respondents' perception tests four product prices - what price seems too high, how high, but acceptable, and what is the optimal price which is so low that there is doubt as to the quality of a product. Data analysis will allow the adjustment of pricing.

Gabor-Granger (Price Ladder)

Method is used to determine the optimal retail price of new products. Respondents are invited to express their views on a pre-arranged price of the product options - to answer the question "Would buy if this product was priced at X?". Then the price goes up or down depending on the respondent's reply. The technique allows the determination of the price elasticity on demand.

Measurement of the effectiveness of advertising campaigns

During the investigation, showing how the number of respondents of the target audience have seen measurable advertising messages, how advertising has influenced the level of brand awareness in the target audience.

When evaluating the effectiveness of advertising campaigns that are often used to measure known brand awareness, product or service, distinguished between spontaneous and aided awareness.

When conducting a series of interviews before and after the advertising campaign these may clarify how the attitude of the respondents to the features of the product or the product as a whole (the offset positioning of the product in the consumer's mind).

NPS

NPS loyalty index reflects the commitment of consumers to the product or brand and is used to assess the readiness to re-purchase. The study highlighted the proportion of supporters of the brand, the proportion of the share of critics (detractors) and neutral-minded people. NPS technology is not complex and is rapidly gaining popularity in Russia.

Mystery shopping

Method of assessing the quality of service and compliance with standards of service in the company. Achieved by visiting the salon, restaurant with offices, retail outlets etc. "Secret shopper" committing a test purchase, seen in some cases as supplemented by a preliminary call, "mystery caller". Great popularity in Russia.

Focus groups

One of the qualitative methods, based on a panel discussion held in the group of respondents. Focus group participants exchanged opinions; discussion is focused on a number of topics, which raises a guidance discussion moderator. In a panel discussion, the participants express their own opinions, as well as respond to the opinions of other members of the focus group.Read more

Getting data from open sources

Monitoring of open source - the official statistics, thematic press, custom database, professional associations publications, competitors' sites, social media and social networks.Read more

Personal interviews

One of the most common methods in marketing research is a personal interview face-to-face. Personal interviews conducted by a structured questionnaire whereby the interviewer personally communicates with the respondent. Interviews face-to-face are held in different places - street interviews, in-home interview, etc.Read more

Telephone interviews

CATI (Computer Assisted Telephone Interview) is one of the most inexpensive ways to analyze this as it allows you to quickly reach a large sample in a short time. In a telephone interview the operator asks questions to the respondent on a structured questionnaire. All responses are recorded in a special program and this research method allows 100% audio control interview.Read more

Retail Audit

This is the key method of assessing the availability of goods to consumers, market coverage and competitive products. Retail audit of large areas shows the problem areas of the distribution system. Such research allows you to quickly and effectively assess changes in its position in the market.Read more

Observation

The method of collecting primary marketing information by observing the consumer groups, the situation on the market. Observation provides additional information about the object in a comprehensive study, helps in building hypotheses and data validation. The basis of the method - clear instructions for more data latch.Read more

Online Survey

Modern affordable research method reduce not only the budget, but also time. Respondent is invited to a survey by sending invitations by e-mail and respondents are able to choose the time and place of the interview by themselves. The method is characterized by short deadlines, availability of hard-to-reach groups, a high level of openness of the respondent, the possibility of multimedia integration.Read more

In-depth interviews

Long, detailed discussion with the respondent with questions on the topic under study. Interviews conducted by the moderator or a prearranged plan, which aims to encourage the respondent to speak on a particular topic, to get detailed answers.Read more

Home visits

Used in research with ethnographic component, the researcher captures how the product is used in vivo residence of the consumer. This method gives the opportunity to explore the lifestyle of the target audience, understand the consumer, see opportunities to improve the product, its positioning and demonstrations in promotional materials.Read more

Mystery Shopper

Quantitative Methods

Quantitative research is a group of practices in which the information obtained is analyzed by statistical and mathematical methods. Quantitative methods form the largest section of market research and include a plurality of methodologies and tools. Often quantitative methods are used to confirm hypotheses and the assumptions developed in the course of qualitative research. For more details about quantitative research read below on the Tools pageRead more

Quantitative research types and tools

Research types

Tools and techniques

Hall test

Personal face-to-face interviews, which are conducted in a specially equipped room. This method allows us to offer testing using a large number of different features of the products, concepts and advertising materials. At the start of testing, the respondent can taste, smell, see the appearance of the product, assess any promotional materials, including video and audio clips and it is possible to simulate shopping in the store.

Street intercepts (interviews)

Personal interviews which takes place on the street, consist of surveys on the streets, in public places, allows for a fast and economical study - respondents are more accessible and open. It is possible to conduct these interviews in the areas where your target audience is located.

Mall intercepts / in-store interviews

Personal face-to-face interviews make it easy to reach the target audience - the shopping center visitors and buyers of a particular product. A big plus with is that, directly after the purchase the respondents remembers the process of buying and their motives of choice.

Home interview

Personal face-to-face interviews in the residence of the respondent are conducted at selected of respondents’ households and by prior arrangement with the respondent. This allows longer surveys compare to street surveys and show visuals.

Telephone interviews

CATI telephone interview is one of the most inexpensive ways to analyze this as it allows you to quickly reach a large sample in a short time. In a telephone interview the operator asks questions to the respondent on a structured questionnaire. All responses are recorded in a special program and this research method allows 100% audio control interview.

Home tests

Home test is testing the product's features in vivo environment. Respondents are given samples of products to be used over a certain period, after which it can then evaluate the results of its use. Tested products are offered both individually and together, for example, with a competing brand, most tests are done "blind" when the respondent does not know what kind of brand they are testing. This method is indispensable when you need to test the product over a long period.

Online Surveys

CAPI / CAWI / TAPI

CAPI (Computer Assisted Personal Interviewing) is either face-to-face or self-completion interview using personal computer, laptop or tablet. This method has clear advantages - an opportunity to demonstrate video and visual materials, all logical transitions in the questionnaire controlled by software, which reduces the errors to a minimum. Survey data has not to be transferred from paper upon completion and there is a possibility of simultaneous rapid launch of the projects on a large geography. CAWI stands for Computer Assisted Web Interviewing, web-based version of CAPI and TAPI stands for Tablet Assisted Personal Interviewing, the same as CAPI but tablet are used instead of personal computers.Read more

Survey on tablets (TAPI)

Conducting a survey using a tablet – is a modern alternative to personal interviews and using paper questionnaires. This method has significant advantages - high levels of control of the interview (gps-point control survey, the audio part of the interview), program control logic to ensure the survey is promptly received in the data array immediately after the survey is completed and without additional transfer from paper. In addition, the tablet also has additional multimedia features.Read more

Traditional (paper-and-pen) surveys

Классический и очень популярный инструмент проведения опроса. Бумажные анкеты универсальны, согласуются с принятой методологией построения выборки. Традиционные анкеты отличаются длительностью и кропотливостью обработки. Однако этот инструмент остается одним из самых надежных и практикуемых.Read more

CATI

Blind testing

During testing, the respondent's attention is focused solely on the product, excluding its branding properties as packaging, price, logo, product name. Test gives information only about the perception of the target audience and of the intrinsic properties of the product during its use, the pros and cons compared to competitive offerings, the perception of the product itself, rather than its "broadcast" qualities.Read more

Online survey with individual recruitment

Respondents answer the questionnaire on-line at the link at a convenient time and place. However, participants are selected individually by a personally recruiter.Read more

Online survey using the access panel

Access panel – is a community of people who have agreed to participate in market research on an ongoing basis. The tool allows you to select exactly the respondents belonging to the target audience. Such questioning is becoming increasingly popular as it allows you to quickly gain information and solve clients’ problems.Read more

Online survey on list provided by clients

This tool allows you to capture the optimal audience needed. The survey is conducted promptly, the accurate and is very cost effective.Read more