Company Overview
History - established in 1965
Inview is a full service research house which draws on a comprehensive
range of research techniques and methodologies.
During 31 years of continuous research experience throughout Australia,
our professional staff have carried out projects on just about everything,
for a range of Government Departments and Political Parties and Australian
businesses.
Philosophy
We see the role of the market researcher as essentially to identify consumer
wants and give our clients a comprehensive understanding of those wants
and the best way to satisfy them. This has particular relevance in the
development of new product concepts and creative communication concepts.
In our qualitative research we follow, disciplined techniques designed
to protect brand health. In order to protect brand health it is essential
to understand what brand essence is all about.
Research Approach
The Inview approach to research design is flexible, yet disciplined. Essentially
each project is designed using the following step by step approach.
1. Problem Definition
What are the clients needs. Why is research being considered. What outcomes
are desired.
2. Objectives
Preparation of an agreed list of specific objectives which must be fulfilled.
3. Preparation of Research Proposal
This entails selecting the most appropriate technique or number of techniques
to fully answer the objectives and includes a definition of the appropriate
target market and the establishment of screening questions.
4. Development of Moderator Guide/Questionnaire
After client acceptance of the proposal, preparation of more detailed data
collection tools, for focus groups and IDI's (In Depth Interviews). A detailed
Moderator-interviewer protocol is prepared. For quantitative studies the
questionnaire is written.
5. Analysis and Interpretation
(A) Qualitative
The interpretation in fact is an integral part of the focus group process.
The moderator is continually accessing the group input and evaluating the
responses throughout the groups. At the completion of the groups the researcher
re-listens to all video tapes to reassess and confirm his/her preliminary
conclusions.
The next step is a presentation of the findings, which includes a full
marketing interpretation of the results and strategic recommendations.
The presentation also includes a 10 minute video tape of "clips" from each
of the focus groups.
(B) Quantitative
After analysis of the raw data, an interpretative report is prepared.
The final step is the presentation and discussion of strategic recommendations.
Techniques
At Inview, we use a full range of research techniques. We do not believe
that any one technique can satisfy all a clients' information needs. While
the focus group technique is particularly valuable because of its sensitivity
and flexibility, IDI's, home use tests and other measurement techniques
always have a place.
We do not believe a rigid "proprietary technique" approach has any place
in market research. Research is the marketers most useful tool when it
is flexible. For example, in the development of advertising or new product
concepts, we like to follow an evolutionary format. We do not test commercials.
Instead we help the creative team to develop them. This means carrying
out the focus groups as an evolutionary series, usually in modules of 2
groups. After each 2 groups the creative stimulus is reviewed to incorporate
the learning from the previous groups. Thus the entire new product development
process may be made up of a series of many groups. The process can be broken
into five distinct segments:
Segment 1 - Exploratory
Identification of attitude and emotional segments. Definition of a consumer
want. Identification of the key benefits which are most likely to satisfy
that want for each psychographic segment.
Segment 2 - Development of a Positioning Statement
Development of the positioning statement to best satisfy that want. Guidelines
for creative brief.
Segment 3 - Product Development
Evaluation against positioning statement and ability to satisfy the consumer
want.
Segment 4 - Creative Concept Evaluation.
This stage may be very short if a great script appears in the first round,
but may be made up of many modules of two.
Segment 5 - Check Finished Commercial
Usually only 2 groups to check that execution has been successful in translating
the concepts evaluated in the storyboard research.
Case Study
An example of the successful outcome of this approach was the development
of Wonder White bread. Inview worked closely with the Goodman Fielder marketing
team throughout a lengthy development process. The project began with the
identification through focus groups of the opportunity and ended with the
successful launch of Buttercup Wonder White. The launch has been hailed
as the most successful new bread launch ever. In one week, tracking studies
recorded a 3000% increase in sales.
Research Services
Quantitative
|
Qualitative |
| - Telephone interviews |
- Focus Groups |
| - Face to face/door to door interviews |
- In Depth Interviews |
| - Mall intercepts |
- Dyads |
| - Combined product/Concept tests |
- Triads |
| - Mail survey |
|
| - Attitude and Usage studies |
|
| - Pre/post testing Trial measures |
|
Industry Firsts
Inview has pioneered many aspects of the market research industry.
| - Pioneered professional group recruitment |
| - First to abandon affinity groups. |
| - First to set up group room facilities in western Sydney. |
| - First to video tape groups. |
| - First to introduce video clip presentation as standard. |
Personnel
Jeanne Strachan
Graduate in Psychology and Urban Geography from the University of Sydney.
Founded Inview in 1965. She has more than 31 years experience in qualitative
research. She is considered one of the founders of the research industry
and has helped to create and improve industry standards through establishing
the Association of Market Research Organisations (AMRO). A leader in her
field, with over 6000 focus groups to date she is undoubtedly the most
experienced researcher in Australia.
© Copyright 1998. Inview Pty. Ltd
History