Warp speed

Finweek English Edition - - Advertising & marketing -

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

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