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Agrimarketing : October 2007
60 AgriMarketing October 2007 knowledge management software system, designed to assist clients to extract marketing insights from multiple data sources. IPOSO We are an independent company, owned and managed by research professionals. Our sole focus is sur- vey-based market research. Research rooted in reality. The agribusi- ness, food and animal health practice of Ipsos specializes in providing clients with a full suite of survey-based services. These services are guided by indus- try experts and bolstered by advanced analytics and methodolo- gies in advertising, customer loyalty, marketing, and public affairs research, as well as forecasting, mod- eling, and consulting. New to our offering, we now help our clients build ongoing dia- logue with their customers, prospects and stakeholders through our custom built, online panel plat- form. This tool allows our clients to gather quick, early feedback on vari- ous concepts or issues for which there never seems to be enough time or money to conduct more tradi- tional research. CALEDONIA SOLUTIONS Caledonia Solutions has developed a unique approach, called "Principled Loyalty." Our system starts with know- ing your current brand health, moves to under- standing your upside potential for customer gain and downside risk of customer loss, and finally develops your payback elastici- ties for improvement strategies. We look at your customers differ- ently than your competitors' cus- tomers. With the former you want to retain and up-sell; with the latter you want to win that customer from your competitor and make it your own. We develop a "Loyalty" profile for your own customers and a "Strength of Preference" profile for your com- petitors' customers. This customer distinction results in segmented improvement strate- gies, one tailored toward customer retention and the other to customer acquisition. The optimal choice to either "go deeper" with your cus- tomers, or to "go broader" to pick up new customers is revealed in this approach. By assessing your brand health with a Principled Loyalty approach, Caledonia Solutions is able to provide business managers with tools that allow them to move forward with confidence in their decisions about customer strategies. Our consultative services can assess the financial pay- back of implementing these strategies and moving your brand health toward an optimal state. JEFFERSON DAVIS ASSOCIATES Agriculture has increasingly become an international business, and so has Jefferson Davis Associates. Founded over 30 years ago in Cedar Rapids, IA, Jefferson Davis Associates now conducts both qualitative and quantitative proprietary research in some 40 countries for clients who demand the research quality they are accustomed to receiving in the U.S. Because of the heavy volume of business in Latin America, Jefferson Davis Asso- ciates also has Sondeo/Jefferson Davis, in Buenos Aires, Argentina. From segmentation research for animal health products in Europe, Latin America, Asia, and Africa, to ongoing customer satisfaction research conducted simultaneously in 17 countries, Jefferson Davis Asso- ciates routinely provides its clients with agricultural research all over the world. ALL POINTS RESEARCH, INC. AllPoints Research has been providing marketing research solu- tions to agribusi- ness professionals for the past 30 years. From our roots in agriculture and large animal health to our expansion into T&O and pest control and our long history in small animal health, our wide body of work has given us product and category knowledge and the depth of experi- ence required to target and talk with each unique type of agribusiness "consumer." AllPoints' experience in agribusi- ness covers the gamut of positioning and communications methodologies. Today AllPoints offers a variety of research methodologies to address business challenges within the ag industry. Such as: • Understanding what needs are unmet by current market offerings. • Understanding what differentiat- ing marketing or product attrib- utes have the greatest impact on adoption. • Defining the target market in a manner that benefits communica- tion and product development efforts. • Defining which advertising/logo/ PR execution most effectively grabs and engages the target and communicates the desired mes- sage. • Understanding what price point will realize the greatest share and revenue for their product(s). AllPoints' research methodolo- gies are enhanced by the use of in- house technology. Our Web-based interviewing allows for quick and effective research as you need it with turnaround times measured in days and weeks rather than months. This is important as you fight to test advertising concepts prior to pub- lishing deadlines. AM MARKET RESEARCH ROUNDUP/continued from page 59 Van Dijk marinus.vandijk@ ipsos-reid.com Hill rhill@caledonia solutions.com Seipel email@example.com Gross jgross@jefferson davis.com
November December 2006
November December 2007