Contexto

No início de 2014, a SIS International Research concluiu um estudo on-line multinacional do Tire Brand Monitor, concentrando-se nos mercados dos EUA, Alemanha e Brasil.

O cliente era uma empresa alemã que trabalhava para um fabricante chinês de pneus. O objetivo era realizar um monitoramento básico da marca em seus principais mercados-alvo, que são os EUA, a Alemanha e o Brasil.

The objective of this quantitative study was to gather and analyze data relating to perceptions and expectations of the client’s brand and its competitors, from end-customers who were interested in automotive topics and had a basic level of knowledge about different tire brands in those markets.

Os principais tópicos deste estudo quantitativo incluíram:

Conscientização da marca sem ajuda
Auxiliou no reconhecimento da marca
Uso da mídia e fontes de informação
Critérios de compra e qualidade
Familiaridade com a marca
Imagem da marca em ambiente competitivo
Conhecimento especial sobre pneus 'verdes' (= pneus de baixa resistência ao rolamento), rotulagem de pneus, etc.
Align marketing strategies for growth and advantage

Solução

After reviewing the specifications of the project and after analyzing the project objectives in more detail, the client decided, based on SIS recommendations, to conduct this project by making use of computer assisted web interviews (CAWI) online.

O grupo-alvo foi especificado como a população-alvo composta por americanos/alemães/brasileiros urbanos que possuíam e mantinham um carro e tomaram pelo menos uma decisão de substituição de pneus uma vez nos últimos 24 meses. O tamanho da amostra foi definido como 500 interviews per market com uma duração de entrevista entre 15 e 20 minutos.

Depois de finalizar todas as especificações do projeto e as traduções necessárias dos materiais para os idiomas locais, a equipe do SIS programou o questionário.

As the study needed to be conducted in three different countries, continuous consultation and especially a regularly monitoring were inevitable pillars of the SIS project management. As this project was conducted across three different time zones, SIS had to pay explicit attention to every detail, market characteristics and differences that might occur and influence the final results.

The entire project was supervised by the German office out of Berlin. The German team was responsible for the direct communication with the client as well as the overall logistical implementation of the project. As A SIS International Research has conducted many similar projects in the past, SIS was able to solve all upcoming challenges during the run of the project so that in the very end another global quantitative project was successfully completed.

Sobre a SIS

SIS International Research is a leading global Mercado Research, Market Intelligence and Strategy firm with over 30 years of experiences in conducting national, international and global projects.