Acting as outsourced research department

Transcription

1 Acting as outsourced research department

2 K-CP PROJECT MANAGEMENT, WITH REDSHIFT RESEARCH ACTING AS THE OUT SOURCED RESEARCH DEPARTMENT

3 Case study Kimberly-Clark 3 Face mask comfort in use testing Client Brief: To test a new respiratory mask design across 3 countries; UK, France, and Germany. K-CP wished to compare the design with a mask of a key competitor and an existing design. The Challenge: Regulated safety products cannot be tested in normal use conditions prior to certification by the appropriate EU agency, however some estimate of expected performance is necessary to support the Basis for Commercialization decision. Solution: Redshift Research assisted K-CP in devising a protocol for testing the comfort & sensory attributes to assess performance and perception relative to relevant competition (DIVA project). Testing is conducted in an air conditioned environment of constant temperature The test environment does not present hazards which require PPE The test protocol includes normal activities such as stepping, walking, and bending/lifting, which are meant to simulate the metabolic response to work in the participants. Redshift Research managed the outsourcing of the focus groups to a separate research company, acting as the internal research department for K-CP. We ensured communications were adequately maintained and with both the contractor and K-CP in order to meet the research objectives. 6 group sessions (2 in each country) with 7 respondents in each sessions were executed. They were asked to comment on the appearance, comfort, and suitability of each of the three designs. Redshift Research then analysed the results and completed a report. Outcome: The report showed that the new design performed the best in all areas apart from the fitting of the mask. The information was integral to the marketing campaign

4 AD HOC PROJECTS FOR K-CP

5 Case study Transactional survey for after sales service Order to Cash Review Client Brief: Kimberly-Clark Professional, a company producing personal & health care products wished to conduct a health check survey that focused on distributor satisfaction, position among its competitors and understand service differences across Europe. The Challenge: To accurately measure consumer satisfaction as well as discover issues with K-CP s service. Solution: Over 500 distributor contacts in Management, Administration, Supply Chain and Purchasing functions participated in an online survey. The sample was provided by K- CP. Outcome: The results showed customer perceptions of K-CP in comparison to key competitors. This allowed K-CP to discover its strengths and weaknesses. We were also able to identify exactly which distributors were unhappy with the service and where they were located. Primary data was also linked to CRM data so results could be viewed according to the strategic nature of the relationship and behaviour patterns so understanding the implications for business and identifying those distributors who were most at risk/dangerous. The survey was conducted for a number of years.

6 Case study Kimberly-Clark 2 Skin Care and Air Care competitor review Client Brief: To find the structure of markets in Skin Care and Air Care. Characteristics to focus on included; product format, ranges, whether they manufacture products themselves and service wrap. We also needed to identify the main competitors within the European markets. The Challenge: To discover in-depth information on a specific market from a standing point. Solution: Desk research was conducted. In order to find the information a variety of sources were analysed including; online distributor catalogues, manufacturers websites, trade press and national internet searches for each specified European country. Outcome: The research allowed K-CP to see what products were popular in which country, if there were any gaps in the market (e.g. some countries had more low-quality brands allowing K-CP to target these specifically). Barriers to entry in the market were also noted.

7 Case study Kimberly-Clark 4 Platform persona development Client Brief: Using research to generalise typical K-CP customers (typically Purchasing Managers) to help them visualize who their Customers are, and enable them develop a richer marketing strategy and initiate, develop & maintain meaningful relationships with Customers. The Challenge: To take qualitative information and use this to understand the typical traits of K-CP customers, picking out the most important details. Solution: 6 Face-to-face interviews (3 x UK and 3 x Germany). These were made into two personas; one for the UK and one for Germany explaining their business and personal objectives as well as their preferred method of communication. Outcome: This allowed K-CP to get a better idea of who their customers are and use the information to communicate better and maintain a good businesscustomer relationship.

8 Case study Kimberly-Clark 5 Client Brief: To identify some market information on skincare products at work before K-CP could successfully grow in this category. Looking specifically at customers needs and the products they use. The Challenge: A multi-country study looking across a variety of different markets and to discover the key drivers behind purchasing soap products. Solution: 40 interviews with distributors across EMEA with countries including Russia, Croatia, Romania and South Africa. Outcome: The report gave K-CP information on competitors in each country, product bundles that consumers go for and their preferences when choosing skin-care products.

9 Case study Kimberly-Clark 6 Client Brief: To find information about the Aviation industry looking at the general overview. Then to research into the current use of Wipers and Personal Protective Equipment (PPE) in the industry. The Challenge: The research was a worldwide study, therefore a vast amount of information needed to be collected for a variety of different countries. Solution: Desk research was performed. This gained details on an overview of the aviation industry, information on K-CP s competitors and details into what Wipers and PPE is used/needs to be used. Outcome: Allowed K-CP to gain information on their prospective market and to allocate resources efficiently to meet the needs of the Aviation industry.

10 Case study Kimberly-Clark 7 Client Brief: To discover key details of K-CP s competitors in the tissuepaper industry. Details needed included; company size, future plans, and key customers/distributors. The Challenge: To find in-depth information on K-CP s competitors using just sources available on the internet. Solution: Desk Research was performed covering 9 key competitors. It gave a variety of information including the performance trends of the companies. These competitors were spread across a variety of countries. Outcome: This allowed K-CP to be one step ahead of their competitors. It allowed them to have knowledge of the market and therefore predict the evolving nature of the industry and which competitors to watch out for.

11 Case study Pricing strategy Pricing research Client Brief: To find the pricing strategy of 3 competitors in the Coverall market so K-CP can appropriately price their products. Looking across 7 European countries. The Challenge: To uncover typical pricing measures across a range of distributors, taking into consideration numerous rates for various sized orders and different distributor ship through rates. Solution: Desk research looked at distributors websites and brochures, doing multiple searches for each product for each distributor to find the pricing and the pricing bundles that are offered. Also an element of mystery shopping and test purchasing where necessary. Outcome: The research allowed K-CP plane its pricing strategy accordingly, in relation to its competitors maximising the opportunity to be competitive.

12 Case study Kimberly-Clark 9 Client Brief: To conduct some market research in Turkey around the opportunities and market size in Wipers and Safety products. Looking first at a general overview of the Turkish economy. The Challenge: To unlock information that could give K-CP a competitive advantage. Solution: Desk Research was conducted giving first and outline of the Turkish manufacturing industry, who were the key manufacturers and industry trends. This was followed by looking at K-CP s competitors and the distribution channels used. Outcome: The research gave K-CP insight into what the needs of the Turkish industry were, so they could target this market with specific products. Competition was identified allowing K-CP to strategically price and be successful in the market.

13 Case study Kimberly-Clark 10 Jack fabric review Client Brief: To obtain user opinion of a new Wiper fabric effectiveness compared to the previous product and the products of two competitors to give internal support with the sales launch. The Challenge: To recruit respondents who could compare the Wipers, looking at a variety of characteristics. Solution: The product testing was outsourced to MMR-research, who collected information from 78 respondents testing the products. This was then analysed by Redshift and a report was created. Outcome: The report gave information on the strengths and weaknesses of its products. This could allow them to develop and adapt their products in the future to cater for the needs of the consumers.

14 Case study Kimberly-Clark 11 Client Brief: To identify key characteristics of K-CP s industrial channel and barriers to entry, focusing on the top distributors. Also, to figure out what changes can be made to enhance their market strategy. The Challenge: To collect knowledge from all areas of K-CP that can help with business strategy. Solution: A 1 day workshop featuring employees of K-CP from different areas i.e. Marketing, Logistics, Supply Chain and Sales. Outcome: The report showed that KC needed to become more knowledgeable of the distributors and customers needs as they lacked in market understanding.

15 Case study Product stress testing Building evidence for a marketing claims Client Brief: To purchase test and evaluate a competitor nitrile glove against a Kimberly-Clark Product. The Challenge: To manage the test objectively and in such a way which ensured that K- CP could not be accused of influencing the outcome of the testing. Solution: The permeation of the gloves was tested with exposure to the following chemicals; Ethnal, Formaldehyde, Hydrogen Peroxide and Hydrochloric Acid. The actual testing was outsourced to an accredited laboratory and managed and reported on by Redshift Research. Outcome: The results showed that the K-CP gloves were stronger than the competitor ones when exposed to two specific chemicals whereas with other chemicals they performed alike. With the evidence collected, powerful marketing collateral was collected to support the launch of the new product

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17 Case study H&S Market review Audience understanding Client Brief: To ensure that the Safety & Health Expo gives both visitors and exhibitors what they need along with making the event a commercial success In particular to look at the differences between visitors and delegates and judge the effectiveness of the conference. The Challenge: Initially when we worked on this expos it was a only a small part of the portfolio so budgets were small. Solution: Over the years we ve run a series of visitor and key exhibitors focused quantitative and qualitative research programmes. We ve also facilitated steering committee meetings with key members of BSiF, IOSH, WHSA, RoSPA and other key stakeholders to shape the future of the expo and ensure it has the finger n the pulse of key needs and trends. Outcome: We have continued to build upon specific market knowledge to continue to advise UBM Live on both the strategy of this expo, but also gather specific material useful for developing marketing collateral. The expo has grown from 8k visitors and exhibitors in 2008 to 14.5K visitors and exhibitors in 2013.

18 Case study H&S professionals Audience understanding Client Brief: To review the programme for the Health and Safety conference IOSH. In particular to look at the differences between visitors and delegates and judge the effectiveness of the conference. The Challenge: To discover opinions of both visitors and delegates that would allow UBM to develop the conference and its associated exhibition and make it more successful, from both a pull of the audience and push among the exhibitors paying for space. Solution: focus groups with visitors and delegates discussing a range of topics including; feedback on previous events, topics that should be covered in the next show, ideas to make networking work and preferred presentation techniques, likelihood of attending a similar event in the future. Outcome: UBM retrieved vital information that helped with the success of the conference. The focus groups allowed the sharing of ideas and encouraged creativity to identify new event features such as networking opportunities by creating meeting points at the conference for specific industries. An improved audience understanding also strengthened UBM s position when rebidding to host the IOSH conference programme.

19 Case study United Business Media (UBM) 1 Client Brief: To find the potential for a new UBM exhibition The Care Show designed to provide education, products and services for those owning, or running any organisation responsible for the care of older people. The Challenge: To collect a large selection of information regarding the show i.e. Potential audience size, price, venue and ideas for seminars. Solution: 2000 online interviews of people aged over 30. The potential audience was defined as people personally/having a relative experiencing health concerns or disability and being likely/very likely to attend the show. Outcome: UBM proceeded with the show after a large potential audience was revealed by the research. The show happens in a variety of locations including Birmingham, Bournemouth, Paris and Shanghai, The 2012 Birmingham show was a huge success with 2,300 visitors.

20 Case study UBM 3 Client Brief: To develop the Internet World exhibition (an event for online & digital business) in a way that engages with audiences in a more effective manner to improve show attendance understand & target the needs of discrete groups The Challenge: To gather in-depth qualitative information but also with some quantitative measures. Solution: 20 in-depth telephone interviews with IT decision makers. Outcome: UBM were given key details of how to arrange their event. It showed that Mobile technology was a popular talking point and that the appearance of Key note speakers was crucial to the success of the event.

21 Case study UBM 4 Client Brief: The primary aim of the research was to provide UBM with information that will provide focus for the development of a security show IFSEC and associated marketing activities. Also, to prove to exhibitors that it understands the market and what is required to move the show forward. The Challenge: To discover the future direction IFSEC should take in order to maximise the success of the show. Solution: A discussion group with key members of the security industry. Topics discussed included; key trends in the security industry, reasons why people went to the show and what IFSEC could change Outcome: UBM were able to understand more about what members of the security industry wanted from the IFSEC event.

22 Case study UBM 5 Client Brief: To understand broad impressions and attitudes towards the Information 4 Security website to help UBM develop it. The Challenge: To discover the strengths and weaknesses of the website as well as advising UBM what changes could be made. Solution: Online survey with over 350 respondents including 231 I4S users, 105 non users and 25 reached by pop ups on I4S site. Looking at why they use the site, how easy is it to use and improvements that could be made. Outcome: UBM were given important information on the success of the website as well as being offered ideas of improving it.

23 Case study UBM 6 Client Brief: To understand what impact the current location has on attendance patterns for UBM s May series shows. Also, to discover how a move from Birmingham to London would potentially impact on each show s attendance. The Challenge: To estimate the net gain/loss in terms of visitor numbers from each region if the show moved. Solution: Online survey of over 3000 visitors/prospects for the May series shows (IFSEC, FIREX, SHE & FM). Outcome: UBM were shown estimates for show attendance. It gave enough evidence to show that the show should be moved to London.

24 Case study OAG Client Brief: To understand the appeal if OAG were to develop their current travel products into a more beneficial electronic product. The Challenge: To assess the suitability for an online product, which would give users all of their data in one place. Solution: An online survey with 1,016 current and lapsed customers Outcome: OAG were able to understand what customers want from this specific product type. The results showed that OAG were in a good position to offer an up to date electronic online version of its existing product range as long as they are able to fix the current Travel Pro functionality issues some users were experiencing.

25 Case study OAG Client Brief: Taking results from previous research into consideration, the aim is to provide OAG with information that will provide focus for the development of a new online product Flight Plus. The Challenge: To test whether the Flight Plus website would be viable and of interest amongst potential and future users. Attention will be paid to positive and negative functionality, potential desktop/mobile usage times and pricing. Solution: Six simultaneous online discussion boards amongst existing OAG customers and non-customers across EMEA, APAC and North America testing the usability of potential desktop and mobile test website designs. Outcome: OAG were given important information on the benefits and drawbacks of Flight Plus as well as understanding the importance of a mobile and on-the-go product showing real-time flight status.

26 experience Redshift Research has worked with UBM Live and CMPI since 2006, a number of projects being repeated during this period. Projects have covered a wide range of markets and issues including: market drivers for key target audiences, identifying and testing new product & service ideas, redefining product propositions. Key projects include: IFSEC Safety & Health Expo Energy Solutions Expo IOSH Conference BSIF Safety day Info4Security International Confex Leisure Industry Week Domiciliary Care DITLOC pilot UBM Aviation OAG