Using Market Research Data* For Direct Marketing
Applying Market Research Data to Your Market
Throughout the UK, a number of companies perform Market Research on consumer behaviour in terms of their purchase, consumption and usage of a wide range of products, services and brands. To do this research they survey specially selected panels of consumers, which are demographically and regionally balanced to offer a representative picture of the Great British marketplace.
Surveys are wide-ranging, spanning from the purchase of groceries through to clothing, financial products, domestic appliances and home furnishings. However, this information on its own is difficult to apply to your market.
We work with a wide range of Market Research companies, applying our CAMEO intelligence to their panels so that you can link their research to actual consumers.
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We currently work with the following companies and surveys to provide CAMEO UK profiles of each question asked, enabling lifestyle, behavioural and purchasing attitudes to be readily understood in terms of their geodemographics:
1. Target Group Index from BMRB
2. SuperPanel from Taylor Nelson Sopres
3. FashionTrak from Taylor Nelson Sopres
4. FRS from NOP Financial
5. GfK Market Research
6. MORI Financial Services (MFS) from MORI
7. Expenditure and Food Survey (EFS) from ONS
The following pages describe the different types of consumer activity surveyed by each of the market research panels listed above.
Optimising Market Research Within MICROVISION
- By visualising these profiles in MICROVISION Marketing Manager users can understand the types of CAMEO UK groups likely to consume the type of product/service specified.
- These CAMEO profiles can then be used within MICROVISION Marketing Manager to develop powerful marketing strategies and effective tactical direct marketing campaigns.
- MICROVISION Marketing Manager can be used to apply market research profiles to your markets and use this intelligence to identify pockets of potential and ultimately target your best prospects by ranking and mapping areas most likely to match the profile.
Target Group Index (TGI) from BMRB
TGI is a continuous general consumer survey, which has been carried out in Great Britain every year since 1969. The survey is carried out over circa. 25,000 respondents aged over 15 years and covers over 4,000 brands, 500 product/service fields and 200 publications. It covers a wealth of products and brands including:
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SuperPanel from Taylor Nelson Sopres
Launched in 1991, SuperPanel is a continuous consumer panel survey of 15,000 households. It provides purchasing information on all the main Great British grocery (FMCG) markets from packaged groceries and fresh foods through to toiletries. The survey covers a multitude of both consumables & retailers, describing top line figures of overall market size and brand market share down to specific brand product lines.
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FashionTrak from Taylor Nelson Sopres
FashionTrak is a unique continuous consumer panel survey of 10,000 individuals for the British fashion industry. The survey monitors their purchases and provides information on clothing, footwear and accessories describing top line figures of overall market size and brand market share down to specific brand product lines. CAMEO profiles against the FashionTrak panel can help provide a unique understanding of the Fashion market by brand and product line.
GfK Market Research
GfK run a wide range of Market Research panels specifically in the bulky goods market. Key areas that these surveys focus on include:
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FRS (Financial Research Survey) from NOP
The FRS is a definitive financial survey covering a multitude of financial products, services and brands. Surveying circa 60,000 consumers per annum, this survey collects and provides a wealth of information on the personal finance market. It is the largest and longest running survey of its kind and is used extensively within the financial services industry. The survey covers a range of key product areas including:
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MORI Financial Services (MFS)
The MORI Financial Services survey is a comprehensive financial survey covering a multitude of financial products, services & brands. Surveying circa 48,000 consumers per annum, this survey collects and provides a wealth of information on the personal finance market. It is used extensively within the financial services industry and is seen as a unique reference for understanding consumer attitudes to the Finance industry. The survey covers a range of key product areas including:
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Survey measures include: product ownership and acquisition, brand performance, value of holdings, flow of funds, channel usage and method of arrangement, loyalty, share of wallet and customer satisfaction. It also covers a wide range of attitudinal information such as why consumers choose certain products, services and brands and what influences their purchasing patterns.
CAMEO profiles against either of these surveys provide an excellent insight into the Financial market by brand and product and the data provided can be utilised for a range of marketing and strategic planning activities.
Expenditure and Food Survey (EFS) from ONS
The EFS is a continuous survey conducted by the Office for National Statistics and provides a comprehensive overview of all aspects of household expenditure and income derived from the Expenditure and Food Survey of around 7,000 UK households. It provides detailed analysis of household expenditure broken down by age, income, composition, socio-economic characteristics and geography. The result is one of the most accurate pictures available of what households in the UK spend their money on today.
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Using Market Research in MICROVISION
Market research data can also be used within other MICROVISION modules or can be used to assist consultancy in any of the following areas of expertise:
- New Market analysis
- Competitor Analysis
- Customer Benchmarking
- Market Size & Distribution
- Market Potential Analysis
- Catchment Analysis
- Store Location Analysis
- Brand/Product Development & Placement