![We would greatly appreciate an opportunity to discuss your brand research needs. Paul Robinson Christopher Smith Partners Robinson Smith Research Group, Inc. 50 Abbey Road, Easton, CT 06612 (203) 659-1600 F: (203) 261-4333 [email_address] www.rsresearch.com Can We Help?](https://image.slidesharecdn.com/IntrotoRSR010709-123612016259-phpapp02/85/Intro-To-Rsr-010709-9-320.jpg)
Intro To Rsr 010709
- 1. An Introduction to Robinson Smith Research January 2009
- 2. Our long tenure at Marketing Corporation of America has made us more than just marketing researchers. Paul Robinson was president of MCA’s marketing research group before leaving to start his current practice in 1997. Paul’s skills emphasize qualitative research and ideation/facilitation of decision-making processes. One of the first investigators into brand and trademark equity, Paul has developed his own unique insights, skills, and experienced context to uncovering a brand’s leverageable points of differentiation. Christopher Smith, who left MCA Research in 2001 as managing partner, heads up our quantitative research practice. In recent years, Chris has developed considerable experience in online quantitative research (when MCA Research was merged with NFO WorldGroup, now TNS), particularly in the area of new product/service optimization and modeling. Principals’ Recent Clients A Quick Introduction
- 3. Over the past six years, we have assembled a team of experienced researcher/consultants who are supported by partnerships with high-caliber data collection organizations. Since we rely on our long-time research partners for data collection and processing, our internal staff is focused on project management, questionnaire design, analysis, reporting, and interpretation. Robert Walker. Bob’s our multivariate specialist. As president of Surveys and Forecasts, Bob is a particularly talented and experienced in multivariate analysis and supports our ongoing relationship with TNS’s DataWorks. Laurie Miller. With over thirty years experience at major “supplier,” agency, and client research organizations, Laurie is supremely well-qualified to provide Robinson Smith clients superior project support. Daniela Barcelo. Daniela is our most recent addition and specializes in quantitative assignments. Richard Berse . Richard is our business manager and financial expert. Our Partnerships: Our business model is to partner with leading data collection and processing research organizations who work with us to provide our clients state-of-the-art research and global access. Gazelle Global. This well-known global field operations and management organization has managed our quantitative “back room” since 1994. Its Telephone Centre conducts our telephone interviews. TNS. We frequently use TNS and its various consumer research panels, particularly for online panel research applications. Focus Pointe. This leading research resource is our preferred partner for qualitative research. Their extensive network of facilities in most major U.S. cities is matched by a history of superior respondent recruiting. A Quick Introduction
- 4. Many clients hire us to affordably and effectively leverage internal “headcount”—particularly in new product innovations. One example of how we differ from traditional research companies is our eagerness to assist our clients with long-term, on-site research consulting. These assignments are often focused on new product assignments. Major CPG Food Brand. Both of RS Research’s principals were integral members of a multidimensional team that developed new product concepts based on brand equities. Financial Services Brand. Equity again was the starting point of a major retirement product/service imitative for a major financial services company. Foodservice New Product. Chris has also worked extensively in researching new equipment modalities for dispensing soup through the fast food industry. Acquisition Innovation Initiative. A three year engagement, we worked to integrate and re-brand a major packaged goods acquisition that led to a $100 million new product category. Healthy Spread. In a recent assignment we were retained to reposition a modestly successful healthy, low cholesterol spread for renewed growth. While the jury is still out, early indications are very encouraging. Our consulting expertise is a differential
- 5. 1. Begin with a comprehensive understanding of brand equity--what the brand stands for and means to its franchise Assess brand equity in light of competitive frame Identify real drivers of purchase behavior 2. Target market segments with affinity to these equity elements and who deliver superior economic value 3. Reinforce and evolve brand equity over time by positioning in accordance with a long-term brand vision 4. Track brand equity and affinity over time Starting with a brand’s intended brand equity as the foundation for all branding decisions provides an integrated, strategic orientation. Brand Targeting Brand Equity Brand Positioning Brand Tracking Four Steps to Strategic Branding And a Point-Of-View
- 6. Strategic branding decisions should start with the core values of a brand and how they provide differentiated value to the consumer. Key Principles 1. Brands create value for customers Create identification, security and trust Provide tangible and intangible benefits Reduce risk 2. Brands provide economic value to companies Allow price premiums Build customer loyalty Create consumer resistance to new category entrants Sustain or increase access to distribution channels 3. Brand equities can be leveraged in new product categories Create entry to new categories and business Provide permission to extend service and offerings About Branding, Our Specialty
- 7. BranDNA, our proprietary approach to brand research, allows us to first identify implicit as well as explicit brand perceptions qualitatively. Which of the eight brand personality photos best captures the personality of BRAND? Which would never use BRAND? If brand were giving an award to its Employee of the Month, what would it be for? What did she/he do really well? What does she/he know a lot about? What would you call her/him for? If you were to draw brand , what would it look like? What does brand sound like? Imagine brand , as a member of your family, what would she/he be like? How would she/he dress? Walk? Talk about? BranDNA Qualitative Techniques Illustrations of Qualitative BranDNA BranDNA Focus Groups—Mini’s, Standard, “Super” Groups Depth Interviews, Dyads, Triads Observational / Ethnography We Offer Insight as a Differential
- 8. Our partnerships with Gazelle International and TNS Custom Research provide us unsurpassed scope for BranDNA quantitative research. Brands Considered within Competitive Framework Brands Assessed Among Category Drivers Brand Assessed Among All Facets of Equity Methodological Breadth and Depth BranDNA Quantitative Principles BranDNA But Not at the Expense of the Science In-/Out-Bound Telephone Personal and Intercept Online Research Panel Experimental Design Multivariate Analysis Structured Equation and Choice Modeling Domestic or Global
- 9. We would greatly appreciate an opportunity to discuss your brand research needs. Paul Robinson Christopher Smith Partners Robinson Smith Research Group, Inc. 50 Abbey Road, Easton, CT 06612 (203) 659-1600 F: (203) 261-4333 [email_address] www.rsresearch.com Can We Help?