CESSI has the capacity to carry out the research project of any complexity, even the most sophisticated one. We offer our clients not only the highest level of competence, but also a flexible personalized approach to every research project, individual approach and innovative methods – from planning the survey, formulation of research tasks till data collection and data analysis, delivering the report with well-reasoned conclusions and practical applications for the business.
car-owners, car, accessories and motor-oil dealers, stakeholders and regulators, cargo companies and logistics centers are the target audiences for automotive research conducted by CESSI. We conduct mystery shopping in dealer centers, observations of customer’s behaviors, client satisfaction research, customer’s journey surveys, car clinics and other tests.
PHARMACEUTICAL PRODUCTS AND MEDICAL SERVICES
surveys among doctors, pharmacists, medical assistants and consultants, research and education personal on new sample bases and on panel of respondents. We also conduct audit of services, prices and advertising campaigns, surveys among customers and patients with different diagnosis.
COSMETICS AND PERSONAL CARE PRODUCTS
testing new products, revealing strengths and weaknesses of brands and products, comparative tests vs. competitors or older versions, studying the image of brands, testing packages, tastes, smells, texture.
FOOD PRODUCTS AND BEVERAGES
studying consumers of different product categories, brands, the evaluation of price elasticity, testing new products, packages, packaging signs and symbols, information on packages.
FINANCE, INSURANCE, MONEY TRANSFER SERVICES
surveys among customers of financial and insurance services and products, potential customers, comparisons with competitors, testing new products and user’s tools.
REAL ESTATE, CONSTRUCTION, BUILDING MATERIALS AND APPLIANCES
surveys among private and corporate consumers, wholesalers and retailers, employees. We study potential of new territories, competitor’s environment, consumer preferences, environment concerns and barriers.
HOUSEHOLD APPLIANCES AND ELECTRICAL EQUIPMENT
surveys among actual and potential consumers, dealers, retailers, consultants, purchasing managers of large and smaller companies, customers’ satisfaction surveys using client’s lists and free-found respondents, comparative tests of new products and functions, gang surveys.
HOUSEHOLD GOODS, FURNITURE AND DESIGN
segmentation of consumers, studying market potential and marketing opportunities, price elasticity and price sensitivity, testing of advertising messages and channels.
studies of new consumers and market potential, comparative analysis of competitor’s benefits and weaknesses, price elasticity studies, geo-social analysis of new territories and market potential in particular geographical locations.
RETAILS, ONLINE TRADE
study of unmet needs and new trends, testing promotion strategies and new services – online applications, other marketing tools, surveys among consumers, segmentation of consumers, travelling behavior of consumers, studies of consumers’ behavior and routing inside the retail zones using different research methods – interviews, observations, video recording, visual applications, surveys among personnel – loyalty, benefits and compensations, testing methods of inviting personnel to new locations and regions.
ENTERTAINMENT MARKET, TOURISM
testing media content of radio, TV programs, Internet, movies, evaluation of effectiveness of promotion and advertising campaigns, group testing (gang), price sensitivity studies, brain-storming and new trends and demands.
TRANSPORT AND INFRASTRUCTURE
customers’ satisfaction research (rail, air, cruises, taxi services, city public transportation), testing market potential of new products and services, study of transport behavior of general population, customers, polls of drivers including trucks on petroleum stations.
EDUCATIONAL SERVICES, INFORMATION SERVICES, PUBLISHING
studying market potential for new products, unmet needs and future trends, customer satisfaction surveys, testing new methods of promotion, online products and strategies.
market characteristics of different products – agricultural equipment, chemicals, supply and distribution chains, customers, studying social issues of life and work in agriculture, attitudes and strategies of coping with new government regulations on quality and ecological control of food products, using financial and insurance products. Our strengths in implementing this type of project are close cooperation and consulting with leading scholars in agricultural issues – in technical fields, marketing and social issues, knowledge of regional specific traits and market peculiarities in key agricultural areas in Russia and other countries of the former Soviet Union, experience with government statistical information on agricultural issues, databases and lists of agricultural institutions.
USAGE AND ATTITUDE SURVEYS
Having an extended interviewers’ network all over the CIS, we do a lot of large-scale quantitative projects with a national representative sample. Measuring usage and attitude consumer patterns, such research projects have proven to be effective for assessing general market potential, product market shares as well as consumers' behavior patterns, brand preferences brand loyalty and other indicators widely used by marketing professionals.
Based on the client’s task, geographical scope and expected data precision, we recommend our clients optimal research design, sample composition and sample size.
Besides personal, telephone and online interviews, we also use observation methods studying the behavior of real consumers in everyday natural environment, accompanying consumers when purchasing products or using services and record paths, emotions and opinions, conducting in-depth interviews, focus-groups, use ethnographic methods, diaries, photo and video-reportages to provide detail and illustrative picture of consumers’ life, demands and barriers using products and services.
CESSI studies the consumer behavior and preferences on the base on deep surveys of general life values and attitudes, life style and trends among general population and particular target groups – children, youth, middle class people and others. We foresee and advise our clients on general trends, demographic, values and behavior changes in order to optimize marketing strategy and to be prepared to changes expected in the future.
TESTING ADVERTISING MATERIALS, MEASURING EFFECTIVENESS OF ADVERTISING CAMPAIGNS
Testing concepts of new products, advertising ideas and messages, information campaigns, advertising materials for TV, radio, press and online advertising is conducted in focus-groups with the use of projective methods, in-depth interviews with individuals, pairs and triads (children-parents, couples, friends), through online interviews.
Testing packages, their marketing and aesthetics traits, information messages on packages, packaging signs and labels, visual perception of packages on the store shelf compared to other products, evaluating the impact of packages on the general image of the brand and the perception of product characteristic and quality using different qualitative methods, product placement for real use, observations and interviews in retain centers and also accompanying consumers in shopping route.
Monitoring the effectiveness of advertising campaigns on the base of telephone, personal or online surveys among different audiences targeted for the advertising efforts, including general population, corporate clients and opinion leaders. We can estimate such parameters as memorability, informativity, attractiveness, relevance, emotional appeal, trustworthiness, understanding of main message and memorability of company slogans, impact on purchasing behavior and the perception and image of brand and manufacturer.
TESTING PRODUCTS, LABORATORIAL RESEARCH
Launching a new product on the market or extending the existing product line requires precise planning and information support. This is the case since it is the consumer who makes the final decision picking the product with the optimal set of features, quality, price, and that, often elusive, "something else" which makes this particular product the best for a person. Product tests are the important tool in predicting consumers’ reaction to what the company has to offer.
Tests of tastes, smells, consumer qualities of new products and beverages in laboratory conditions, providing consumers’ help to create new products.
Testing products, beverages, consumer goods by product placement for the use in real conditions, accompanied by regular reports, diaries, photo-reportages about the product use, chats and tips between consumers.
Comparative sequential or parallel testing of products, beverages of goods versus competitors or previous versions of the same product.
Studies of everyday practice, elements of lifestyle and consumer behavior using the methods of in-depth interviews (individuals, or in related pairs, triads or groups), cognitive interviews, focus-groups and also by observation in real life (home visits, accompanying respondents during different life actions), diaries (time budget diaries, diaries of spending and purchasing, diaries of emotions and impressions about product use), creative diaries, video-reportages focused on different aspects of life.
CLIENT’S SATISFACTION ASSESSMENT
Clients’ satisfaction surveys seek to provide feedback from consumers, establish communication between individuals or corporate clients and manufacturers of products and services. Feedback from clients provides crucial information for commercial organizations, but also for social and government agencies, NGOs, media, educational and medical institutions. Understanding the strengths and weaknesses, looking at your product or work with the eyes of consumers are invaluable help in formulating strategy for improving the quality of work and product and promotion of it, gaining new customers and keep loyalty of current clients. Different research methods and tools can be used to provide this feedback depending on product and target audience.
Below are some examples of research products intended to measure the customer satisfaction, which CESSI conducted in recent years:
Case 1: «Census of communal issues, evaluating quality of infrastructure and services” in 125 municipal units of Moscow city (for administrative authorities of the city) – face-to-face interviews with self-completion part (list of issues) with randomly selected residents of municipal units. This large-scale survey provided the impressive picture of unmet needs, unsatisfied demands in infrastructural services and the evaluation of different agencies and institutions including local authorities responsible for providing these services to population.
Case 2. Evaluation of the performance of communal services and local authorities in Nizhegorodskaya oblast (for the regional authorities) – the survey of population in all counties of the region by face-to-face interviews in respondents’ homes based on probability random sample and also the observation (listing) of major infrastructural facilities in the area and the quality of local territory. Based on information from this survey Index of satisfaction with local infrastructure and services was constructed as well as the Index of the quality of life on county level. This information was used as the baseline for municipal government program on improving the quality of life and quality standards on local level.
Case 3. New demands and standards regarding eco-houses and sustainable urbanization trends. The survey tasks included estimating the demands for implementing eco-standards and eco-facilities when building new houses and organizing community infrastructure in new development areas around Moscow city, revealing similarities and discrepancies between expectations and current standards. The survey served as the baseline for further monitoring the quality of communal services and new urbanization standards.
Case 4. Customers’ satisfaction survey on money transfer services. The survey answered the questions about the customers’ views on current quality of services in MT outlets and different money transfer services on different parameters including speed, reliability, prices and others. The survey was conducted by mixed-mode method included in-depth interviews with current users of MT services and observation-accompanied visit to MT outlet for doing the transaction – observation of the process, it’s speed, quality of services.
Case 5. Evaluating the quality of cultural events. The survey was conducted as “exit poll” after the end of the event, respondents were the participants of the event evaluating different aspects of it in self-administrated computer-assisted interviews. Based on the feedback from participants’ recommendations on the change of some organizational standards, price policy and services during the event were formulated for the organizers.
SECONDARY DATA ANALYSIS
Retrieving relevant and reliable statistical information about different countries and regions is not always easy: official sources offer government-centered views on the events and processes; the data is allocated in different sources, in different local languages. In each particular case we offer detailed professional analysis of all publically available sources of data, expertise of the data quality, transforming, aggregating and presenting the data in standardized clear form for effective use.
Consumers in Russian market as well as markets of other countries in this region are very price sensitive therefore the choice of adequate price policy is an important factor in sustainable position of brand in the market. Understanding the level of prices among competitors, evaluating price elasticity and the size of the demand, tracking prices for substituting products and brands, image of brands and its influence on price help to make this choice right.
We also monitor retail prices on different groups of products in different regions of Russia, construct regional Indexes of prices for products for many years.
GEO-SOCIAL RESEARCH AND ANALYSIS
We use different innovative geo-social methods of studying territories, creating maps of passengers’ flows, maps of trading areas, maps of travelling and space behavior of general population and particular social groups. Using these methods we study travelling behavior of people, evaluate the effectiveness of allocation new services or infrastructural locations (housing, transport routs, roads, trade areas, service institutions), study trading area of the brand, competitors’ environment, estimate potential changes in consumers’ flow of current locations/ outlets after launching new outlet.