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*Abridged Results of a 200-Page Report! Goodthinking Research Inc *Abridged Results Of A 200-Page Report! GoodThinking Research Inc WHAT IS GOODTHINKING OBSERVER ? Every year, GoodThinking aims to carry out research programs on various issues and topics which the company deems relevant to current times and relevant to select industries and categories. We call this GO! or GoodThinking Observer. The purpose of GO! is to regularly provide those involved in marketing and advertising with a better understanding of different Filipino markets and consumers. The idea is to offer insights so that companies can optimize their brands, look at potentials of their products, and ensure relevant communications across markets. This research initiative is syndicated because we want many companies and marketing decision-makers to benefit from comprehensive research-based market information. To date, GO! has done researches on the following: ¡ OOH: Out Of Home Media Effectiveness Study (2011) ¡ MyBank: Consumer Banking Study (2012) ¡ 4C: Credit Card Customer Satisfaction Study (2009, 2011) ¡ eBuy: Study On Online Shopping (2012) ¡ 4P: Study On The Power of Patients, Pharmacist, Physicians and Promos In Buying Medicine (2012) ¡ 4S: Sari-Sari Store Study (2012) Basic Facts About GoodThinking l Set-up in January 2003 – from 2 employees to 35 (as of January 2013) full time research professionals. In just two years, was able to grow to become part of the top 10,000 corporations. GoodThinking has two business units, namely: The Qualitative Research The Quantitative Research Team of GoodThinking. Team of GoodThinking 66 Basic Facts About GoodThinking l GoodThinking provides full service marketing research services both qualitative and quantitative research; it has expertise in providing research- based marketing insights and strategic directions. Its research office and state of the art FGD facilities based in Ortigas Center, Pasig City. ( you can view it at www.goodthinking.com.ph). l Although located in Metro Manila, GoodThinking has nationwide research capability by maintaining partnership with several field research operations who has presence and satellite offices in key urban centers nationwide. 67 Basic Facts About GoodThinking l GoodThinking is headed by Melissa Baron and Ferdinand Frejas, both have more than 20 years of market research experience and active members of European Society of Market Research (ESOMAR, the world’s largest organization of research professionals based in Netherlands) and Marketing Opinion and Research Society (MORES, organization of research practitioners in the Philippines). Member: Member: ü MA in Applied Business Economics, B. in Applied Sta=s=cs (Cum q BA Mass Communicaon major in Communicaon Research Laude); (Cum Laude) ü More than 20 years of marke=ng research and strategic planning q Has gone full-circle in terms of research experience. Started experience; research with Unilever, was Research Manager at Lintas, was ü Has spent the past 20 years implemenng strategic custom design research director at PSRC-RI, was exclusive qualita;ve research programs for Philippines top corpora=ons, MNCs, GOs and consultant at Nielsen Maka and became research development agencies; consultant at ProbusUnilab (with Dr. Ned Roberto) ü Has qualitave and quantave experience across many industries and subjects. 68 Basic Facts About GoodThinking l Work with select clients – 85% of the businesses come from leading companies or organizations belonging to food and beverages, personal and home care products, financial services, pharmaceuticals, automotives, consumer durables, utilities and telecommunications, QSRs and eating establishments, apparels, and international development agencies. l Conducts more than 300 FGD groups and more than 50,000 quantitative interviews every year on various marketing issues facing their clients: ü Idea or concepts generation ! ü New product development – concept screening, concept tests, product test! ü Market scanning or exploratory research – basic market understanding to market segmentation research! ü Customer care researches – customer satisfaction, customer loyalty, mystery client studies, internal client study, employee satisfaction research! ü Communication researches – ad concepts diagnostics, pre-ad test, and post ad launch studies! ü Brand health monitoring and ad effectiveness tracking! ü Brand equity, corporate image research! ü Consumer climate or public perception/disposition research! 69 GoodThinking Research Inc. 2nd Floor, Belvedere Tower San Miguel Ave., Pasig City Analy=cs: 9014415 to 17 Qualita=ve: 9100255 to 57 Fax: 6614298 Email: [email protected] 70 .
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