|
|
|
>
Types
of research
KEYWORD
intervenes up-stream or downstream from the marketing or advertising
strategy.
|
|
UP-STREAM
RESEARCH
Fundamental
studies
Attitude & behaviour studies
Image and positioning studies
Brand equity studies
Extension potentialites studies
Corporate image studies
Concept studies
Market analysis
Creative research …
|
|
|
|
DOWNSTREAM
RESEARCH
Product
tests
Packaging tests
Brand name tests
Advertising pre and post tests
Communication tests (mailing, house journal…)
Logotype tests …
|
|
|
|
>
Techniques
KEYWORD
uses all qualitative means and resources :
|
GROUP DISCUSSIONS
|
FACE-TO-FACE INTERVIEW
|
DESK RESEARCH
|
|
|
|
•
creative workshops and
brainstormings
• extended projective groups
• mini-groups
• focus groups… |
•
extended depth interviews
• structured and semi-structured
interviews
• quali-quanti (Qualitest)
• observational interviews (Ethnotest)
• triangular/paired interviews… |
•
market analysis
• semiological analysis
• lexicological analysis …
|
|
For
quantitative phases,
KEYWORD uses high quality and leading edge professionals for
fieldwork and data processing.
KEYWORD ensures the global coordination and the interpretation
of results. |
|
|
>
Progress
and practice
At
KEYWORD’s, we think that each phase of the research should
always be well in hand. In this order, we respect the following
rules :
|
| 1 |
|
BRIEFING
SESSION
|
|
|
|
-
What do we need to know ?
- How can one integrate preceding research ? |
| |
|
|
|
|
|
|
|
| 2 |
|
METHODOLOGY
|
|
|
|
-
Which methodology will provide the most useful information?
- Will it fit with the Client’s budget and dead-line
? |
|
|
|
|
|
|
|
| 3 |
|
FIELDWORK
|
|
|
|
-
We always call on top professionals, particularly for recruiting
(with other research institutes, we have set up a counter-filing
cabinet in order to ensure that the respondents we meet
are not " professional consumers ").
- Each research director always gets personnally
involved in the fieldwork : group moderation, face-to-face
interviews.
|
|
|
|
|
|
|
|
| 4 |
|
ANALYSIS
|
|
|
|
-
There is no visionary guru at KEYWORD’s !
In order to achieve rigorous and thorough results, we always
double-head the analysis.
Sharing points of view is a necessity with us ! |
|
|
|
|
|
|
|
| 5 |
|
DEBRIEFING
&
RECOMMENDATIONS
|
|
|
|
-
Marketing research is useless if it does not end up with
a clear vision of what to do.
Our recommendations indicate very practical optimization and
development routes. |
|
|
|
|
|
|
|
| 6 |
|
FOLLOW-UP
|
|
|
|
- Do not hesitate to question and use us even after
the debriefing session !
|
And
if you wish to give your views on our work,
please note that KEYWORD regularly organizes a satisfaction survey
towards its Clients.
|
|
>
Marketing
watch
KEYWORD regularly
achieves various analysis and reports for the benefit of its Clients.
You may have access to them on request.
|
| FIELDS
AND PRODUCTS |
SOCIAL
TRENDS
|
|
Analysis
of market trends, product innovations, style evolutions…
Professional
and mass market shows
|
 |
Semiological
analysis :
The
representation of woman conveyed by 15 magazines (She,
Marie-Claire, Biba, Prima, Femme Actuelle, Nous Deux
etc.)
|
|
KEYWORD
proposes different points of view on the economic and social environment,
which can enrich its Clients' marketing strategies and reflections.
|
 |
