Introduction
For the past decade Ant Marketing has offered and conducted a wide range of market research solutions for numerous clients across all business and public sectors, both at home and abroad.
We have maintained our relationships for this long because we are committed to meeting the client's requirements; we constantly strive to add value by suggesting enhancements to the projects; and we provide a whole host of management information on a daily, weekly and monthly basis so that the client is constantly informed of our activity.
Ant Marketing has a dedicated and multi-skilled market research team available at all times for projects. Many of the team have been with Ant Marketing for several years and have therefore built up an excellent skill base and aptitude.
All of our activities and agents are governed by ISO 20252, formally known as MRQSA / BS7911 and Market Research Society codes of conduct, which guarantees a robust and trustworthy outcome.
We offer the whole package dependent on the specific requirements of the client, covering script construction, questionnaire delivery via telephone and subsequent results analysis.
In 2007 we began a quantitative market research project to determine the levels of brand awareness, opinions on the client's brand positioning and the emotion and attitude evoked within the insurance sector.
Objectives & Target Audience
The campaign was quantitative market research. The objectives were as follows:
- Design question structure and response design, ensuring the right type of response capture to enable robust statistical analysis.
- Advise on appropriate sample size to ensure statistical significance of results.
- Construct the questionnaire and scripting followed by delivery via telephone.
- Implement the results analysis using appropriate statistical modelling software and subsequent presentation back to the client.
The Challenges & Solutions
The First Challenge
To ensure each of the interviews conducted are of the required level and that we gather the correct information
The Solution
Ant Marketing use a variety of mechanisms to ensure the challenge is met, including:
- Ensuring the team is fully briefed on each project
- Agreeing and adhering to predetermined criteria for a qualified interview
- Utilising a robust quality control procedure that ensures contact demographics and gathered data are accurate
The Second Challenge
To deliver documentation of the results and presentation
The Solution
Agreeing and adhering to delivery schedules with the client
The Third Challenge
To ensure the highest level of product knowledge
The Solution
Here the solution has been as follows:
- Providing extensive initial and ongoing training
- Creating a dedicated team for the project
- Undertaking ongoing product knowledge assessment (independent of operations, every month Ant Marketing's Training Division makes an assessment of each operative and, dependent upon the results, provides additional training)
Ant Marketing ensures that coordination and reporting is direct with the client.
Delivery Management
The delivery of the objectives is via:
- A dedicated team of qualified/trained operatives
- Full-time dedicated management
- Quality control independent of Operations via Client Services
- Support from training to provide further product knowledge
- Audit of the operatives
- A robust IT platform
Results & Success
Results have been measured as follows:
- The client closely monitors the data penetration and secured interview conversions generated from each list supplied.
- Interview quality is achieved via ongoing quality control and audit procedures.
- On a weekly basis, Ant Marketing delivers robust reporting, which consistently measures against the key performance indicators and an agreed service level.
- Ant Marketing audits the service by a series of regular client satisfaction surveys, and takes action if required.
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