GET YOUR market research results back in three days instead of six weeks – and at half the cost. That’s the promise of a new market intelligence company formed by Universal McCann’s Brad Aigner, with ComutaNet as a strategic partner.
“Many major established research companies almost without exception deliver results for a sample of 1 000 people in six to eight weeks, and they charge R550 to R850 per interview,” says Aigner. “Using hand-held electronic devices, we cut both the time and the cost of delivering results. We charge R350 per interview. Informa-
tion is downloaded to a database immediately after the interview. Most of the major research companies still use printed questionnaires.
“Too often marketers rely on outdated consumer data to determine their marketing decisions. In a fast-moving marketplace, six weeks is too long to wait for research results.”
The new venture, Freshly Ground Insights (FGI), is unconnected with Universal McCann, a media buying and plan- ning agency. Aigner will remain involved with McCann, though his exact position has not been finalised.
Initially, FGI focuses strongly on commuters and student markets. Urban commuters are a huge and economically active market of 16,5m people who are either employed or looking for work. Its field workers will operate at commuter convergent points such as taxi ranks where the association with ComutaNet gives them credibility and standing.
The other area of activity at this stage will involve educational campuses, where it’s in partnership with Primedia Campus Media. “These partnerships give FGI exclusive access to the consumer communities that these companies have unique rights to,” says Aigner.
The data collected is subject to stringent verification and integrity standards, Aigner says. The PDA device will also be used to photograph each interviewee, thus providing a guarantee that it is genuine.
In addition to their roles in partnering the new venture, ComutaNet and Campus Media will benefit from its services. “FGI’s services will assist marketers to understand our audience – which is their target market – better,” says ComutaNet MD Pieter Groenewald.
We can cut both time and cost of research. Brad Aigner
Marketers will have a better understanding of our audience. Pieter Groenewald