CM Research Introduction and Panel Profile November, 2013 1 - - PowerPoint PPT Presentation

CM Research Introduction and Panel Profile

November, 2013

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Introduction

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CM Research

Specialist knowledge

We specialise exclusively in the veterinary sector. As we only carry out research amongst pet

• wners and veterinary

professionals, we have a deep and unique understanding of the sector.

Experience

We are experts in market research with many years

• f experience.

Over the past years we have designed and carried

• ut dozens of

international projects among vets and pet

• wners.

Own online panels

We have our own animal health online panels: Vetspanel, with 15,000+ veterinary professionals, Petspanel, with 30,000+ pet owners We can save you significantly on costs and you will have a much quicker turnaround.

Quality assurance

We follow fully the MRS and ESOMAR ethical and quality guidelines.

Since 2010 we ran more than 250 surveys and interviewed more than 100,000 vets and pet

• wners across most countries in Europe.

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Carlos Michelsen Managing Director Carlos has over 20 years experience in Market Research gained through working at TNS and Added Value. During that period he worked for companies as diverse as Carlsberg, Colgate-Palmolive, Pfizer, Masterfoods, Hill’s and Bayer. For TNS he was UK head of NPD and in Added Value he was UK Head of Quant. In 2007 he won the Market Research Society effectiveness award. Carlos owns two dogs, two cats, three fish and a rabbit – recently deceased. In 2009 he set up CM Research. Vladi Ibberson Associate Director Vladi has 13 years experience spanning a large scale of market research areas and client sectors. With specific interests in brand and communication, stakeholder management and new product development. Prior to joining CM Research, Vladi worked for TNS and Harris Interactive in the UK and completed a Master in International Marketing in Madrid. She grew up inspired by Gerald Durrell’s novels and as a child had a cat, terrapin, fish, frogs, hamsters, parakeets and a guinea pig. Judith Goldstein Director Judith began her career in Animal Health Market Research in France, expanding m2A’s business into the UK market. Working for GfK, she head up operations where she managed the UK and Irish teams in the sales surveys of pharmaceuticals and diets into vet surgeries. She is former Chairman of the Veterinary Marketing Association. Judith worked for the Mortgage Banking Industry following her BA in Business and Marketing before leaving the states in 1991. She has two dogs Wellington and Nelson. Carlos.Michelsen@cm-research.com Judith.Goldstein@cm-research.com Vladi.Ibberson@cm-research.com

Who we are

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Members of

Esomar The Market Research Society The Veterinary Marketing Association

Exhibitors at: Contributors to:

Official market research partners of:

Society of practising veterinary surgeons

Association Membership and Professional Relationships Members of:

The British Healthcare Business Intelligence Association

Sponsors of:

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Some of our clients:

"We have been working with CM Research constantly for over two years now, during which time they have become one of our top five insights suppliers globally. As a company we have always been impressed with their approach, attitude, responsiveness and added value, whenever we work with

• them. Their approach is consistent

whether the project is a pan European multi-stage complex project or a simple concept test: they have been able to cope with whatever we have asked for, even when our demands have been exacting. I would have no hesitation in recommending CM Research." Joe Keating, Head of Consumer, Shopper & Professional Insights, Hill's Pet Nutrition Europe "The fieldworks, both initial and re- contact, went very quickly, that created

• ur project team an opportunity to

prepare the report ahead of time. I’m aware of the time differences between US and UK and I appreciate you staying late to respond to our requests the same day. Overall the project went very smoothly. We will definitely consider your panel for the future UK vets studies." Rolandas Molis , OPTIMAL STRATEGIX GROUP, INC.

…the client is ecstatic!

Eunice Vicente Senior Project Manager MRops "Carlos and Vladi at CM Research have been a pleasure to work with. They have demonstrated a deep understanding of

• ur research needs and of the veterinary

industry, and as a result they have provided a valuable piece of work . To summarise the project, I would describe CM Research as responsive, knowledgeable and trusted. Ellie Rothnie, European Brand Manager, Dechra Veterinary Products" “We have partnered with CM Research many times, for both continuous and ad hoc projects of different scope and

• focus. We have been benefiting from

the managed access panels of the Veterinary Doctors and Nurses representing reliable and cost-effective data source as well as proven research craft and analytical competence. To work with CM Research means high quality design, data, conclusions and recommendations supporting decisions to do your business better. As a research buyer you can sleep well when working with CM Research” Daniel Prochazka, Consumer & Professional Insight Manager

References

“A invaluable exercise giving us insightful information, effectively delivered and capable of being productively interpreted” Nial McFerran Alstoe - Sogeval ““I want to personally thank you all for the support you gave the Italian Business, for being great listeners, very practical and fast decision makers.” Italy country manager

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Our services

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We are primarily a full-service quant agency

Advertising evaluation Customer satisfaction Brand equity trackers Focus groups Segmentation and positioning Omnibus studies Sample only U&A studies Market potential and pricing Concept testing

In particular, we can:

• Help define the market research problem and

recommend an adequate research methodology

• Design, script and host online questionnaires
• Create reports where the research objectives are fully

answered in easy to understand presentations.

• Organize and carry out focus groups across most

European countries using our network of moderators.

• And all of this using our unique access to 14,000 vets

across Europe.

We will not drown you with data!

Extensive experience in:

Since 2010 we ran more than 250 surveys and interviewed more than 100,000 vets and pet

• wners across most countries in Europe.

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Why choose CM Research?

In addition to providing high quality insights on your projects, we do further activities to support clients: Specialist knowledge

• Omnibus surveys at discounted rates
• Surveys to understand key issues affecting the sector (for example to identify the

key decision makers at a clinic level, when are the decisions on what services to purchase made etc.)

• Results are shared with clients and also used to target respondents for specific

surveys and advise clients during the design of projects

• New Product of the Year survey which companies can use for free
• Surveys for the VMA to use and share with its members
• Veterinary sector stats shared on our website and through specialist publications

Experience Own online panels Quality assurance

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Client support Support to the profession

• We continuously invest in running surveys on hot topics relating to the profession
• Vets can contribute questions and be the first to learn the results
• All our surveys are remunerated and vets are being adequately recompensed for

their time

• Through the reward program vets are able to donate to charity. Over the last

couple of years we have raised thousands of pounds for charities in the UK and abroad

• We take part in industry debates, events and publications

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Pan-European vet channel driver analysis Multi-concept pet food evaluation In-depth evaluation of vet perceptions of veterinary sales reps In-depth evaluation of pet owner perceptions

• f their vets

Market sizing for an established drug Flea control concept testing and volume estimation Use of NSAIDS amongst older dogs Multi-product evaluation and importance determination Barriers to product usage Pet owner evaluation of new products Pan-European pet

• wner profiling study

Media awareness and brand recall

• f pet brands

These are just a few examples of projects we completed recently:

Our recent experience in the sector

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Website dedicated to your veterinary marketing information needs

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Sharing our knowledge

Non-confidential results are published in articles and often shared with participating respondents, this is an effective motivation for taking part in research.

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Qualitative research

Using our knowledge of the sector, recruitment capabilities and presence at veterinary exhibitions, we are increasingly running qualitative research at veterinary congresses.

Our experience: Qualitative work at congresses:

• This year we have conducted qualitative work at several

veterinary congresses:

• UK: BSAVA in April, BEVA in September (upcoming: LVS)
• Italy: SCIVAC in Rimini in May
• France: France Vet Show in Paris in June
• Germany: upcoming BPT Mannheim September
• Running focus groups at congresses is an efficient way of

conducting qualitative research with vets

• The vets are already gathered at one location, minimising travel

cost and enabling wider geographical catchment than traditional focus groups

• Senior management / clients are at the same location and can
• bserve the groups
• CM Research are exhibitors at the congresses. This enables us to

recruit not only in advance of the show, but also during the show, so any last minute amendments, drop outs etc. can be covered.

• Vets have just seen the latest development in the industry, which

can be useful when evaluating performance, product ideas etc.

BSAVA BEVA LVS France Vet Show SCIVAC BPT

Cpngress

We use our network of experienced freelance moderators , with knowledge in animal health and pharmaceutical market research.

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Product of the Year

In 2012 CM Research established the ‘Best New Product of the Year’ Survey The survey enables vets to clearly see what other vets perceive as the best new product of the year and manufacturers to evaluate their products’ impact. Each year over 300 UK vets give their unprompted

• pinion on which product or service, launched in

the previous 12 months, they believe is the best. The results are used extensively by manufacturers in their marketing campaigns. In March 2014 the VMA will be giving The Best New Product of the Year award at their annual ceremony.

2nd 1st 3rd

2012 Product of the Year

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Some examples of how ‘Best New Product of the Year’ results are used

CEVA have used the results in advertising and PR

• campaigns. They wore shirts with marketing slogans

from the survey at the BSAVA congress in April 2013. http://vetsuppliesmag.com/news/general/item/193- cardalis-named-as-best-new-prescription-only-pom- v-product-of-2012.html

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Concept database

For the past 3 years we have been building a concept database (at concept level, not respondent level) which includes all the concept evaluations we have conducted across

• Europe. At the moment the database has 106 concepts from different countries and

from different categories. The database includes the following information:

Name of concept Image of concept Brand Country fielded Target (vet or consumer)

It also includes average scores, T2B, B2B and rank for:

Purchase intention Purchase behaviour Overall opinion Believability Relevance New and Different Uniqueness Value for money If previous concept test results are available, we would be willing to include them in our database free of charge.

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Our Panels

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Vetspanel is a panel of veterinary professionals consisting of vets, vet nurses, and

practice managers who share their opinions on a variety of issues. Membership is by invitation only where applicants are carefully screened.

• National coverage
• Small and large practices
• Rural and urban practices
• Most of our panellists are

small animal vets

We own and manage our online panels

USA veterinarians 700 panel members 2000 partner panel Europe 13,000+ vets panel members Including Nordic countries, Central Europe and Russia 30,000+ pet owners

Solid recruitment High response rates High completion rates Rewards

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In addition to vets, we have a panel of pet owners – Petspanel.

It covers 7 of the Vetspanel markets.

215 300 400 330 600 600 900 800 1400 1700 2000 2100 2100 800 1150 950 7300 4300 2000 4250 5950 FI RU DK SE CZ NL PO BE ES IT FR DE UK

Number of panellists per country

Number of vets in Vetspanel Number of pet owners in Petspanel Number of nurses in Vetspanel

Vetspanel covers 13 EU countries + USA. Petspanel is in 7 EU countries.

Vetspanel Demographic Profile

The demographic profile of the panellists is in line with the specifics of the profession in each country. The high numbers and detailed profiling information allow us to efficiently reach low incidence groups.

FR 2,000 NL 600 FI 215 ES 1,400 Key:

• Owner/ Partners
• Employed Vets

Average Vets Per Clinic

IT 1,700 DE 2,100 CZ 600 PL 900 SE 330 UK 2,100

97% 3%

BE DK

73% 27%

DK

80% 20% FR 82% 19% IT 63% 37%

NL

51% 49%

SE DE

94% 6%

DE

78% 22% PL

DK 400

28% 72%

UK

28% 72%

UK SP

71% 29% ES 82% 18%

CZ

BE 800

48% 52%

FI

PL 900

Number of vets in the panel

Vets screened by:

• Years in practice
• Region
• Age
• Speciality
• Position in practice
• Size of practice
• Animals treated

UK Spain Denmark

ES 1,400 DK 400 UK 2,100

• 15,915 vets in general practice (1)
• 5,069 registered practices (2)
• Larger clinics, corporate chains
• Decisions on products to use and

recommend in clinics is often made at a central level

• Important to include a proportion of
• wners / partners in each survey
• Respond to online surveys quickly,

monetary incentives work well

• 11,000 vets in general practice (3)
• 6,000 practices (4)
• Small clinics (amongst the smallest in

Europe)

• Highest number of graduating veterinary

students in Europe

• Regional quotas are important
• Respond to online surveys slowly.

Several reminders are needed and at different times of the day / weekends etc.

• 1,475 vets in general practice (5)
• Larger clinics than the European

average(but smaller than the animal hospitals in Sweden)

• Most vets treat farm animals, as well as

small animals

• Important to include mixed vet practices
• Respond to online surveys quickly,

monetary incentives work well

And we know what is important when researching each market:

(1) (2)source RCVS (3) (4) (5) source SNVEL http://focus.cyberporte.net/pays/index5.html

% of time spent treating type of animals

The majority of vets in Vetspanel are companion animal vets. In some countries we can also support projects with mixed animal vets, farm animal vets and equine vets.

8% 3% 8% 41% 40%

NL

5% 6% 13% 39% 37%

BE

7% 2% 4% 46% 39%

UK

14% 5% 6% 37% 37%

DE

4% 0% 2% 63% 31%

SP

4% 4% 9% 42% 40%

FR

4% 0% 1% 51% 43%

IT

5% 15% 13% 39% 26%

DK

3% 18% 7% 42% 30%

SW

7% 2% 13% 48% 28%

CZ Rep

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Solid recruitment methods

The individual members of Vetspanel have been directly recruited by CM Research by phone or at veterinary congresses. Membership is by invitation only. New members are only accepted after we have verified their details and have contacted them directly. Petspanel members have been recruited through pet specialist websites.

High response rates

We know accurate panel management and interesting questionnaires are imperative to high response rates in online research; this is why we constantly strive for the right balance in the number of studies a panel member is invited to, as well the variety of the surveys offered. Consequently, we have managed to reach a response rate of up to 50% on average with our studies.

High completion rates

To get participants to finish their tasks and complete the questionnaires is an extremely important issue in any research study. This is why we pay ample attention to making our surveys fun, engaging and interesting for our members. It is the combination of innovative methods and attractive designs which are low

• n loading time and involve uncomplicated tasks and questions, that enables us

to achieve an unrivalled completion rate of over 90% on average.

Our recruitment and panellist engagement

We are so confident in the quality of our panellists that we are the only agency that incentivises them immediately after they have completed the survey.

Contact us at:

Tel: +44 (0)20 87867303 Tel: +44 (0)1372 720041 Contact-us@cm-research.com www.cm-research.com Second Floor ▪ 61A Rosebery House ▪ South Street ▪ Epsom ▪ Surrey ▪ KT18 7PX ▪ UK