The Web Research Division was established with the duty to develop new methodologies and new instruments to best exploit the web’s ability to be a method to gather information.
The Division is made up of a group of young researchers, expert in the use of the web as an instrument of research, guided by a manager with years of experience in market research.
The objective is to build a center for excellence to offer market research services to our customers and partners – from B2C to B2B, from quantitative to qualitative – that are faster, more flexible, less expensive through internet based partly on a pre-existent user panel, but also building integrated systems belonging to the single partner companies.
We want to develop new and innovative research methodologies/instruments that consider the web as their reference point:
Listening system
- Process/instrument that also allows us to undertake research (of any kind/nature) on a panel of stakeholders (already present and matched or purposely built)
RadioLab
- Research instrument that measures the efficiency of multi-means campaigns (particularly checking radio efficiency)
Printernet
- Research instrument that measures the relationship and synergies between online and offline press in terms of reading manners and as a means of communication
Format Efficacy Measurement (FEM)
- Measurement system for the efficiency of communication format
Forum on line
- Debate groups with leaders (especially useful in the development phase for products/services/…)
At the same time the quantity of “traditional” research carried out through the web is increasing considerably.
It is particularly useful every time there is the need to show incentive material, such as:
- pack tests;
- research on communication (pre tests; pre post tests; tracking tests;);
- conjoint analysis studies (ex. PSM).
Lastly the web proves to be an instrument which is used more and more on a target of professionals, because it simplifies the compilation of questionnaires. It actually becomes a fundamental instrument every time the person interviewed is asked to check material he or she possesses, for research means, for example a collection of patients’ cases from a doctor.
