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语境

2014 年初，SIS 国际研究公司完成了一项在线多国轮胎品牌监测研究，重点关注美国、德国和巴西市场。

客户是一家为中国轮胎制造商服务的德国公司。目标是在美国、德国和巴西等主要目标市场进行品牌基线监测。

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.

本次定量研究的关键主题包括：

无需辅助的品牌知名度
帮助提高品牌知名度
媒体使用和信息来源
购买和质量标准
品牌熟悉度
竞争环境中的品牌形象
关于“绿色”轮胎（低滚动阻力轮胎）、轮胎标签等的专业知识。
Align marketing strategies for growth and advantage

解决方案

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.

目标群体被指定为目标人群，包括拥有并维护汽车且在过去 24 个月内至少做出过一次轮胎更换决定的美国/德国/巴西城市居民。样本量设定为 500 interviews per market 采访时长 15 至 20 分钟.

在完成所有项目规范和必要的材料翻译成当地语言后，SIS 团队编写了调查问卷。

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 SIS 国际研究 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.

关于 SIS

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