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Marketing Mix Analysis

  • Evaluation and development of concepts (concept test, product test).
    Product evaluation and development studies, conducted with quantitative methodologies, are carried on using a comparative approach well known as Conjoint Analysis. This method is performed asking to the respondents to choose between different combinations of concept attributes. The statistical approach allows not only to determine the most accepted combination of attributes, but also to estimate how the consumers value each single product attribute change.

  • Image studies.

  • Consumer analysis (attitude and behave of special targets).

  • Communication (Advertising test and operations of communication, means-end chains analysis, product placement).
    Camargo Research, among the qualitative studies and with the aim to support both the communicational strategies and the product/services placement uses the terminal values methodology. From the analysis of each attribute, is possible to determine the values associated to the product.

  • Brand analysis and monitoring (brand image, brand equity, brand positioning).
    The purposes of the brand equity analysis can be divided in three different areas: a) tracking: over the time the brand is compared with the benchmark and the other competitors' brands; b) exploration of changes: analysis of new or modified aspects and attributes such us the name or the brand positioning: c) extension of the “brand power”: the brand analysis is performed with the intention of verifying the possibility of extending the brand to other products or lines.

  • Market analysis, benchmarking and trend analysis (Positioning studies).


Camargo Research, Market Research Agency - Rome, Italy - Tel +39 06.56567934 - E-mail
 

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