{"id":13033,"date":"2015-01-22T01:25:12","date_gmt":"2015-01-22T01:25:12","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=13033"},"modified":"2026-01-25T19:37:09","modified_gmt":"2026-01-26T00:37:09","slug":"monitor-de-marca-de-pneus-nos-alemanha-brasil","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/monitor-de-marca-de-pneus-nos-alemanha-brasil\/","title":{"rendered":"Pesquisa de Marcas de Pneus nos EUA, Alemanha e Brasil"},"content":{"rendered":"
\"Pesquisa<\/figure>\n\n\n\n
\n\n\n

Contexto<\/h2>\n

No in\u00edcio 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.<\/p>\n

O cliente era uma empresa alem\u00e3 que trabalhava para um fabricante chin\u00eas de pneus. O objetivo era realizar um monitoramento b\u00e1sico da marca em seus principais mercados-alvo, que s\u00e3o os EUA, a Alemanha e o Brasil.<\/p>\n

The objective of this quantitative study was to gather and analyze data relating to perceptions and expectations of the client\u2019s 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<\/a>.<\/p>\n

Os principais t\u00f3picos deste estudo quantitativo inclu\u00edram:<\/h3>\n

Conscientiza\u00e7\u00e3o da marca sem ajuda
\nAuxiliou no reconhecimento da marca
\nUso da m\u00eddia e fontes de informa\u00e7\u00e3o
\nCrit\u00e9rios de compra e qualidade
\nFamiliaridade com a marca
\nImagem da marca em ambiente competitivo
\nConhecimento especial sobre pneus 'verdes' (= pneus de baixa resist\u00eancia ao rolamento), rotulagem de pneus, etc.
\nAlign marketing strategies for growth<\/a> and advantage<\/p>\n

Solu\u00e7\u00e3o<\/h2>\n

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<\/a> (CAWI) online.<\/p>\n

O grupo-alvo foi especificado como a popula\u00e7\u00e3o-alvo composta por americanos\/alem\u00e3es\/brasileiros urbanos que possu\u00edam e mantinham um carro e tomaram pelo menos uma decis\u00e3o de substitui\u00e7\u00e3o de pneus uma vez nos \u00faltimos 24 meses. O tamanho da amostra foi definido como 500 interviews per market<\/a><\/b> com uma dura\u00e7\u00e3o de entrevista entre 15 e 20 minutos<\/b>.<\/p>\n

Depois de finalizar todas as especifica\u00e7\u00f5es do projeto e as tradu\u00e7\u00f5es necess\u00e1rias dos materiais para os idiomas locais, a equipe do SIS programou o question\u00e1rio.<\/p>\n

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<\/a> management. As this project was conducted across three different time zones, SIS had to pay<\/a> explicit attention to every detail, market characteristics and differences that might occur and influence the final results.<\/p>\n

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<\/a> 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.<\/p>\n

Sobre a SIS<\/h3>\n

SIS International Research is a leading global Mercado<\/a> Research, Market Intelligence and Strategy firm with over 30 years of experiences in conducting national, international and global projects.<\/p>","protected":false},"excerpt":{"rendered":"

Saiba mais em nosso estudo de caso sobre um projeto de pesquisa de branding que conduzimos em todo o mundo.<\/p>","protected":false},"author":1,"featured_media":62999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-13033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/13033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=13033"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/13033\/revisions"}],"predecessor-version":[{"id":81597,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/13033\/revisions\/81597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62999"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=13033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=13033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=13033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}