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情境

2014 年初，SIS 國際研究中心完成了一項線上多國輪胎品牌監測研究，重點關注美國、德國和巴西市場。

客戶是一家德國公司，曾為中國輪胎製造商工作。目標是在美國、德國和巴西等主要目標市場進行基線品牌監測。

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.

這項定量研究的關鍵主題包括：

獨立的品牌知名度
輔助品牌知名度
媒體使用與資訊來源
採購和品質標準
品牌熟悉度
競爭環境下的品牌形象
關於「綠色」輪胎（=低滾動阻力輪胎）、輪胎標籤等的專門知識。
Align marketing strategies for growth and advantage

解決方案

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.

目標群體被指定為由擁有並擁有汽車並在過去 24 個月內至少做出過一次輪胎更換決定的美國城市人/德國人/巴西人組成的目標人群。樣本大小設定為 500 interviews per market 採訪時長 15 至 20 分鐘之間.

在最終確定所有專案規範並將必要的材料翻譯成當地語言後，SIS 團隊編寫了問卷。

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國際研究 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.

關於SIS

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