GIM Capital Goods / B2B. Heidelberg, April 2015

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1 GIM Capital Goods / B2B Heidelberg, April 2015

2 04/2015 AGENDA 1. GIM Profile 2. GIM Capital Goods / B2B 3. Potential Methodological Approach

3 GIM in a Nutshell GIM is one of the biggest and most experienced institutes in Germany 28 Years of Experience Qualitative and quantitative market research Owner-led company 4 Locations Heidelberg Berlin Zürich Lyon International Research 2014: Research in more than 52 countries Established international partner network Full Service Institute With own facilities and field department in Heidelberg Independent Top Market Research Agency Overall on rank 9 in Germany (Context List 2014) Qualitative: Top 1 in Germany Continuous growth, 2013 about 15% 2014 about 24 Mio. turnover Page 3

4 GIM Network Research around the globe GIM conducts study all across the world and provides a strong network! Page 4 04/2015 GIM Capital Goods / B2B

5 GIM Network Global Cooperation with excellent local agencies worldwide. Customized Very broad range of approaches and methods in all markets. Partnership Independence of all agencies. Sustainability of relationships. Page 5 04/2015 GIM Capital Goods / B2B

6 Why GIM? Multi-Specialist Qual-Quant Link Team Spirit Customized Research Large-Scale Studies Page 6

7 Why GIM? We take nothing for granted Consulting starts with the proposal Refine the objectives together with our clients is key We provide solutions not methods Methods are means to an end: the research objective determines the method of choice Adaptive approach: balance efficiency & detail Easy to understand results without lacking depth Regardless of quant or qual: we speak with one voice We don t stop with the presentation More than just research: we don t just provide data, we help to implement the results No hit & run: long-term client relations are our primary goal Page 7

8 DIVERSITY Page 8 04/2015

9 What we research Markets Retail / POS Target groups Communication Research along the entire value chain Concepts Products Brands Page 9

10 GIM Profile Some Clients B2B Page 10

11 Our Capital Goods / B2B Team Page 11

12 International Research Expertise B2B North America Central & Eastern Europe Africa / Middle East Latin America Asia / Pacific Page 12

13 04/2015 AGENDA 1. GIM Profile 2. GIM Capital Goods / B2B 3. Potential Methodological Approach

14 GIM Capital Goods / B2B in a nutshell 1 We can draw on a rich experience Conducting projects in the field of capital goods / B2B since 1998, both qualitative and quantitative Expertise in content, target group specific survey methods, and an appropriate infrastructure for fieldwork organization specifically geared to the requirements of B2B market research Need-oriented, user-specific and tailor-made B2B research National and international We rely on passionate staff Senior research team with diverse academic backgrounds Team of experts for the area of b2b technology Uniform quality standards worldwide: Thanks to wellestablished work processes and organization routines and steady cooperation with experienced partners abroad Page 14

15 GIM Capital Goods / B2B in a nutshell 2 We cover a wide range of industries, trades & product categories Construction systems & producer goods: e.g. power tools, fastening technologies, construction chemicals, mechanical engineering Professional cleaning devices: e.g. vehicle cleaning systems, sweepers, high pressure cleaners, industrial vacuum cleaners, wet & dry vacuum cleaners Heating & renewable energy: e.g. heating & ventilation technologies, solar panels, photovoltaic Commercial vehicles e.g. trucks, vans and transporter Chemical Industry: e.g. adhesive technology, cleaning chemicals, facade foil, bio- and special chemicals, construction chemicals, passive fire prevention Engineering: e.g. water treatment systems, computer numerical control systems Transport & Logistics: e.g. aircraft construction, shipping and transport industry, storage systems Page 15

16 GIM Capital Goods / B2B Research Types Strategic Research Target group understanding Purchase decision making analysis Segmentations Product innovation workshops Insight generation & visualization Brand core & brand development research Communication strategy development Strategic launch research Ethnographic research / Customer Journey Surveys on pricing and market potential Ad-hoc Research Concept tests, concept labs / workshops (products and communication) Product tests / jobsite use tests Usage clinics in the form of product or handling tests under real-life conditions Usability studies Handling tests, packaging tests Communication tests, folder tests Touch point analysis Motivations & barriers studies Job satisfaction surveys Tailor-Made & Standardized Qualitative & Quantitative Offline & Online Page 16

17 GIM Capital Goods / B2B Target Groups Research with different target groups, e.g.: Users (Purchase) decision-makers Engineers Experts Planners Architects CEOs Senior Managers Page 17

18 GIM Capital Goods / B2B Target Audiences Page 18

19 GIM Capital Goods / B2B Case Studies R&D Product Clinics Methodology: Qualitative Methods Qualitative in-depth interviews in the framework of a practical application test to generate stimuli for the advancement and optimization of a tool at the early stage of its development Following the one-on-one interviews, the respondents impressions are discussed in the context of a focus group to go further into the subject and generate additional ideas Parallel to the qualitative in-depth interview: participatory observation / video observation Instead of expecting the respondents to make abstracting comments on handling / dealing with the tool, the focus is on their direct observation and more detailed exploration In a self-reflexive interview, the respondent comments on working with the tool with the help of the video footage, and on draft designs with the help of models or prototypes at an early stage of development Page 19

20 GIM Capital Goods / B2B Case Studies R&D Product Clinics Methodology: Quantitative Methods Quantitative one-on-one interviews by means of standardized questionnaires in the framework of a practical application test, especially at the final stage of tool development Guided by the interviewer: face-to-face Self-completion questionnaire: CAPI - tablet Self-completion questionnaire: P&P Conjoint measurement Bivariate and multivariate methods Page 20

21 GIM Capital Goods / B2B Case Studies R&D Product Clinics Methodology: Combination of Qualitative & Quantitative Methods Quantitative survey instruments with qualitative elements Semi-standardized surveys with a clearly open character Integration of creative, psychological and projective techniques in quantitative surveys OR: Following the quantitative interview, discussion of the respondents impressions in the context of a focus group to go further into the subject and generate additional ideas Parallel to the quantitative interview: participatory observation / video observation Instead of expecting the respondents to make abstracting comments on handling / dealing with the tool, the focus is on their direct observation and more detailed exploration. In a self-reflexive interview, the respondent comments on working with the tool with the help of the video footage Page 21

22 GIM Capital Goods / B2B Case Studies R&D Product Clinics Objective Testing of draft designs by means of models or prototypes at an early stage of the tool development, but also in other phases of the product / tool life cycle Solution Comparative evaluation of tools / prototypes (also including competitor tools) at dimensions such as: Handling Ergonomics Weight / balance Working comfort / convenience Performance Working precision Behavior of the tool depending on the working direction Outcome Analysis of strengths / weaknesses under realistic conditions Identification of starting points for improvements Benchmarking Page 22

23 GIM Capital Goods / B2B Case Studies R&D Product Clinics Rich illustrative outcome as direct input for R&D Page 23

24 GIM Capital Goods / B2B Case Studies R&D 1 Objective What is the acceptance and benefit of the innovative functional principle? What should be optimized about our new lance for high pressure cleaners? Solution Semi-structured survey (open-ended and closed questions): Practical hands-on test Face-to-face interview on the jobsite observing elements included Extensive photo and video documentation Outcome Detailed information about real benefit with regard to handling and ergonomics Potential for optimization as direct input for R&D Price: willingness to pay Page 24

25 GIM Capital Goods / B2B Case Studies R&D 2 Rich illustrative outcome as direct input for R&D Page 25

26 GIM Capital Goods / B2B Case Studies Product Management 1 Objective How can we estimate the market size for floor pads and the future market development? Solution A combination of qualitative and quantitative methods was applied In qualitative in-depth interviews, customers perception of the market and future trends was explored. In addition, need gaps and decision-making processes were identified. Quantitative interviews evaluated current floor pad usage, current and future purchase volumes, trends with regard to cleaning routines and surfaces and provided a segmentation based on customer needs. Outcome Provided a deep understanding of the current market situation and market size and allowed for identifying market opportunities. Page 26

27 GIM Capital Goods / B2B Case Studies Product Management 2 Page 27

28 GIM Capital Goods / B2B Case Studies Product Management 1 Objective New positioning in specific product area. Input for the development of a new product. Solution Ethnographic IDIs Interviews were conducted on site at the municipal maintenance yard resp. street cleansing department Extensive photo and video documentation of machines used, the places where the machines were stored etc. Outcome Vivid representation of target group: Visualization of country-specific particularities via multi-medial presentation of results Realistic information on usage, habits, routines and practices in the application and usage context and information on purchase behavior Insights into target-group specific needs and expectations Page 28

29 GIM Capital Goods / B2B Case Studies Product Management 2 Full day observation / video documentation Machines and systems in operation Page 29

30 GIM Capital Goods / B2B Case Studies Marketing & Sales 1 Objective How to sell heat pumps to installers? Solution Shopping is a simple process but follows complex patterns: To understand multi channel shopping, increasing efficiency requirements and fluid channel profiles we need to employ multi-method approaches: Step 1: online diary to identify shopping strategies + preferred channels Step 2: accompanied shopping comparing different b2b retail outlets, additional interviews with sales persons in store Step 3: Eye tracking module to optimize shelving and POS sales tools Outcome Actionable results for retail marketing and sales teams: new shelf layout, improved sales tools, indications to rework package design. Page 30

31 GIM Capital Goods / B2B Case Studies Marketing & Sales 2 Multi Method Approach Online Diary Eye Tracking Staff Interviews Accompanied Shopping Page 31

32 GIM Capital Goods / B2B Case Studies R&D 1 Objective How can we improve our range of industrial vacuum cleaners? Solution In order to identify need gaps and potential for optimization, users of industrial vacuums needed to be observed in their production areas Hence, an ethnographic research was the method of choice Step 1: video self-documentation of vacuum cleaning routines Step 2: video-aided in-situ interview in respondents workplace, incl. a product usage demonstration Step 3: video report highlighting major usage routines and problems Outcome Rich illustrative results served as input for the successful development of a new range of industrial vacuum cleaners. Page 32

33 GIM Capital Goods / B2B Case Studies R&D 2 Rich illustrative outcome as direct input for R&D Daily usage routines & storage of industrial vacuum cleaners Identification of problem areas Page 33

34 GIM Capital Goods / B2B Case Studies Marketing & Sales 1 Objective We plan a new brand campaign to attract a different target group. We have a set of verbal concepts and want to know which one matches the target group best! Solution Qualitative / quantitative approach as method of choice: Step 1: test of verbal concepts in focus groups to assess appeal and relevance among target group representatives. In addition: identify optimization potential Step 2: test refined verbal concepts in quantitative online survey among a representative sample of the target group Outcome Clear identification of most promising communication that turned out as a major success Page 34

35 GIM Capital Goods / B2B Case Studies Marketing & Sales 2 Verbal Concept Verbal concepts to test Focus groups: concept discussion & optimization Online survey: testing of refined concepts Page 35

36 GIM Capital Goods / B2B Case Studies R&D 1 Objective Identification of requirements of an ideal platform for multifunctional machines / Creation of an ideal machine Solution Iterative process: innovation workshops with customers followed by workshops with interdisciplinary representatives of our client (R&D, marketing & sales, design, market research) Lead-User approach Professional illustrators came into operation Outcome Creation of 3 different solutions for an ideal multi functional machine fitting the customers requirements perfectly. Page 36

37 GIM Capital Goods / B2B Case Studies R&D 2 Rich illustrative outcome as direct input for R&D Concrete product proposals Page 37

38 GIM Capital Goods / B2B Overview Focus Groups Price Sensitivity Measurement In-depth Interviews Conjoint In-office Interviews Innovation Workshops Photo Documentation Mini-Focus Groups Observation Telephone Interviews Online Community Product Clinics Tasking Documents Biometric Measurements Jobsite Interviews Video Documentation Page 38

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