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tele Bus introduction. What is tele Bus?. tele Bus is an omnibus market research method conducted on telephone developed by Magyar Telefon-Média Intézet and Trend Budapest Kft. In other words
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What is teleBus? teleBus is an omnibus market research method conducted on telephone developed by Magyar Telefon-Média Intézetand Trend BudapestKft. In other words teleBus is a „scheduled” B2C telephone research which the various clients can join with different questions (like mini researches).
When is teleBus suitable? • Has it ever occurred that: • an answer was needed for yesterday? • the CEO asks for an index? • there is a problem, but there is no budget for it? • there is a question, but only a single one? • one data is needed but not an entire research? • I know the market, with the exception of one data? • something is happening right now and I need to know immediately how the consumers react to it (campaign of a competitor, bad rumor about the company)? • only a few data is needed but those should be tracked continuously? • there is a hypothesis, and its correctness/validity should be checked before the planning / campaign / product development? • market potential should be estimated before planning the budget? • there is no time to wait for a month to get the results of a research? • representative data is needed but at a low price?
teleBus in a nutshell • Characteristics of the method • Target group: 1000 respondents, representative,B2C • Regularly scheduled rounds • Questions of more clients within the same interview • Maximum 15 minutes long interviews • Maximum 30 questions + demography • 15 minute available length of interview to split among clients • Questions that are easy and quick to answer • Pass for the teleBus: minimum 3 questions • 1000 respondents, • Sample representing the 18+ population based on: gender, age, settlement type, region and qualification • Respondents are selected randomly from the public landline and mobile phone subscription database.
Process A week before the research Client formulates the research topic(s). Trend Budapest Kft. proposes a question package. Research start every even numbered week MTM programs the questions / question block arrived till Monday 14 pm. And we put them on the teleBus! Tuesday, Wednesday, Thursday MTM carries out and supervises the data collection, then prepares the data file ready for analysis. Next Tuesday Based on the received data file Trend Budapest Kft. – on demand – prepares a Power Point presentation with graphically illustrated explanations, and sends it over to the Client till the end of the day. The whole process takes up altogether 3 x 3 working days!
Why is it worth being on the teleBus? • Quick: the entire process takes up one week only • Simple: only the areas that need to be examined are required • Up-to-date: processes are supported by the latest software, which, taking into consideration the aspects of quality control - is excellent for: • Making lists of phone numbers randomly • Programmed questionnaires • Continuous, online monitoring of the aspects guaranteeing representative sample • Constant and interactive control of interviewers and feedback provision • Representative: using both mobile and landline phone numbers makes the population reachable to a higher extent • Reliable: exceptional experience and quality control provides guarantee • Discrete: separate handling of the different clients’ questions • Affordable: incomparable price-value ratio! • 1000 respondents, • Sample representing the 18+ population based on: gender, age, settlement type, region and qualification • Respondents are selected randomly from the public landline and mobile phone subscription database.
One yes/no question There are only two response options, the question can be answered solely with a positive or negative answer. Eg. Do you like Till Attila? Have you heard about this promotion? Yes/no, heard about it / did not hear about it Yes/no question-block More yes/no questions, for which the same positive or negative answer can ge given. Eg. Do you like Till Attil? And how about Liptai Klaudia? And Friderikusz Sándor? And Eszényi Enikőt? Multiple choice test Respondent has to choose from a set of answers that exclude each other. Eg. Which of the following statements do you agree with? Ranking question Respondent has to evaluate a statement. Eg. To what extent do you agree with the following statement? Please tell me using a five point scale…. Ranking question block Respondent has to evaluate more statements but using the same scale. Eg. Using a scale from one to five please evaluate, how much the following statements fit to… Semi-open question Answers that respondents can give to the question are already listed. If respondent gives an answer that is not listed, that answer goes under „Other”. Eg. What brand is your car? Question types
Based on individual price agreement, there is possibility for: • examination of groups derived from cross referencing the main demographic indices and/or certain questions • preparation of the data file for analysis (coding, grouping, creating new variables etc.) There is no extra fee for the standard socio-demography questions: Respondent’s • gender, • age, • highest qualification, • employment, • income status (ESOMAR), • size of the household, • settlement type and • region. Flexible and affordable Minimal commission: 3 arbitrary question type. Price includes the preparation of the questionnaire, the entire data collection process and the professional supervision, from programming the questions till the handover of the data file ready for analysis, and also the analysis along the fix variables in PPT format, but does not include VAT.
Image package Media usage package Price-test package teleBus Awareness – satisfaction package Concept package Communi- cation package Consumer habits package Individual requests Possible packages
Image package What is it good for? This package gives an answer to the most general questions which might come up in connection with the awareness / image of a brand, product or service.. Recommended question types: What ........ brands / products / service providers do you know? Spontaneous awareness From a previously prepared list max. 10 elements +1 coded as „Other” Do you know the following brands / products / service providers? Prompted awareness Max. 10 elements Have you used / resorted / consumed the ........... brand / service provider / product in the last ............. (time period)? Possession, penetration Max. 10 elements It is asked for max. 1 brand / product / service that respondent uses or resorted. On a 0-10 scale, how willingly would you recommend ............ to a friend or colleague? Possibility of recommendation (Net Promoter Score) Overall, how satisfied are you with..............?How likely would you recommend ............... to others? How likely would you choose ................ next time again? Loyalty-index • To what extent do you agree with ............. being: • Traditional • Reliable • Innovative, etc. Max. 8 elements Image
Spontaneous first SpontaneousPrompted Spontaneous + Prompted = Total „A” brand „B” brand „C” brand Future usage Loyalty Satisfaction Recommen-dation Image package Possible outputs Spontaneous awareness Prompted awareness Possession, penetration „A” brand Yes. has it No, does not has it „B” brand „C” brand Possibility of recommendation (Net Promoter Score) Loyalty-index Image Neut-rals 7,8 Promoters (P) 9,10 Detractors (D) 0,1,2,3,4,5,6 NPS= P% - D% Top2- Bottom6
Main brand Brand usage Acceptable price-range „A” brand „B” brand „C” brand Optimal price Very likely Not likely at all Absolutely likely Not likely at all 10 10 20 25 35 10 15 25 20 30 15 15 30 15 25 15 20 30 15 20 Price-test package What is it good for? Helps the proper market price setting. It is a package, that is usable in case of products that are about to be introduced to the market and in case of products that are already on the market, too. Recommended question types: From a previously prepared list max. 5 elements +1 coded as „Other” Which of the following brands / products / services have use used in the past 12 months? Brand usage Which of the following brands / products / services do you use most often? Main brand Regardless the price, how likely is that you would buy this products / use this service? Purchase intention without price If you think about the product / service, what is the price that would make you feel that it is … 1. Too cheap, meaning that you would start to feel that it is so cheap that it cannot be of high quality / professional , reliable. 2. Cheap, meaning that you start to feel that this product / service is cheap. 3. Expensive, meaning that you would start to feel that this product / service is expensive. 4. Too expensive , meaning that you would start to feel that this product / service simply does not worth that much. Price sensitivity measurement Purchase intention at different price points How likely would you buy this product / resort this service for ........ HUF? Examined on 4 price points
Main brand Brand usage • Spontaneous firstSpontaneous • PromptedSpontaneous+ Prompted=Total „A” brand „B” brand „C” brand „A” brand „B” brand „C” brand Absolutely satisfied Not satisfied at all Absolutely satisfied Not satisfied at all Awareness-satisfaction package What is it good for? Reveals the awareness of a given brand / product / service and the satisfaction linked to it along more criteria Recommended question types: What ........ brands / products / service providers do you know? Spontaneous awareness Do you know the following brands / products / service providers? Prompted awareness Which of the following brands / products / services have use used in the past 12 months? Brand usage From a previously prepared list max. 5 elements +1 coded as „Other” Which of the following brands / products / services do you use most often? Main brand To what extent are you satisfied with the price / quality / taste / color / velocity etc……… of this brand / product / service? Satisfaction 10 Along altogether +9 pcs previously determined statements.
Main brand Brand usage „A” brand „B” brand „C” brand DK/NA No DK/NA Internet Yes Billboard Radio TV I like it a lot I like it a lot Fits perfectly I do not like it at all I do not like it at all Does not fit at all Communication package What is it good for? Reveals the awareness of a given brand / product / service and the satisfaction linked to it along more criteria Recommended question types: From a previously prepared list max. 10 elements +1 coded as „Other” Which of the following brands / products / services have use used in the past 12 months? Brand usage Which of the following brands / products / services do you use most often? Main brand Have you met the communication / campaign of the ….. brand / product / service? Communication awareness Max. 5 communication element Asked for all 5 elements Can you recall where have you met the advert / campaign / communication? Where was it encountered Can you recall to what extent did you like the advert of ……? Appeal Can you recall the main message of the communication / advert / campaign? Max. 5 key elements Main message What do you think, to what extent does the heard campaign / advert fit to the image of .......... brand / product / service provider? Fit to brand Compared to other adverts, to what extent do you like the advert of ………… brand / product / service provider? Comparison With the help of previously recorded audio file it is possible to ensure, that all respondents test the communication in the very same format. Advantage
Main brand Brand usage „A” brand „B” brand „C” brand Daily Weekly Yearly Monthly Never Absolute likely Not likely at all Consumption habits in the FMCG sector package What is it good for? Reveals the frequency of the consumption of a given brand / product and the habits linked to the consumption Recommended question types: Which of the following brands / products / services have use used in the past 12 months? Brand usage From a previously prepared list max. 10 elements +1 coded as „Other” Which of the following brands / products / services do you use most often? Main brand How often do you consume / purchase the followings? Frequency of consumption Domestic storechain Super-market Street vendor Garage shop Hypermarket Other Place of purchase In what type of store do you usually buy .......? How likely would you try ………… brand / product? Willingness of trial +3 pcs closed questions linked to purchase habits on demand
Top2 Mean Purchase intention without price Purchase intention at given price Concept package What is it good for? Package testing re-thought concepts of products / services or ones before introduction Recommended question types: Regardless the price, how likely is that you would buy this products / use this service? Purchase intention without price What do you think: does this product give something completely new or is it just like the other similar products on the market? Novelty, uniqueness How important is it for you personally what this description says about the product? Relevance How understandable do you find the message of the concept? Understandability What do you think, to what extent does the heard concept fit to the image of .......... brand? Brand fit How credible do you find what the description say about this product? Credibility Overall how would you evaluate this product idea? Overall appeal Purchase intention at given price How likely would you buy this product / resort this service for ........ HUF?
Usage Ranking First Second Third Media usage package What is it good for? Serves getting to know the usage of the different media channels Recommended question types: Which of the following TV channels do you watch regularly? TV Max. 10 elements Which of TV channels that you have listed do you watch the most often? An which is the second most watched one? An the third? TV Ranking Which of the following radio stations do you listen to regularly? Radio Max. 10 elements Which of radio stations that you have listed do you listen to the most often? An which is the second one? An the third? RadioRanking Which of the following magazines do you read regularly? Magazine Max. 10 elements Which of magazines that you have listed do you read the most often? An which is the second one? An the third? Magazine Ranking Which of the following web sites do you visit regularly? Internet Max. 10 elements Which of web sites that you have listed do you visit the most often? An which is the second one? An the third? WebsiteRanking
If we grabbed your interest We are at your disposal – via our e-mail contacts: telebus@trendbudapest.hudora.hegyi@trendbudapest.hu Or personally: Dóra Hegyi Mob.: +36 30 200-77-28 Tel.: +36 1 391-4330
