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Camargo Research .pdf



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CAMARGO RESEARCH

CAMARGO Research
COMPANY PROFILE

COMPANY INTRODUCTION

Camargo Research is an independent full-service market
research firm based in Rome whose main characteristic is to
provide one-to-one solutions in a real partnership with our
clients.
Camargo Research uses both qualitative and quantitative
research methodologies, with the aim of simplifying and
improving the companies’ strategies. We offer a
comprehensive range of solutions, from collecting raw data,
through the conduction of surveys, and performing data
analysis up to provide the clients with the best marketing and
communication strategies for their organizations.
Our methodological approach is based on strict research
projects, high attention to details and quality, very good ratio
quality/price and high flexibility.

2

PRODUCTS

3

PRODUCTS

Our activities range from drawing the research design to analyse the survey results. We focus on the
following operational areas:

Quality and Customer Satisfaction
Customer satisfaction tracking, loyalty and retention, after sales surveying.

Customer satisfaction surveys are based upon the gap between the perceived and expected quality.
Perceived quality is calculated measuring the level of consumers and companies perception and
satisfaction towards products, services and brands.
Sell-point analysis, retailing surveying.
Mystery shopping.

Camargo Research conducts mystery shopping researches in many sectors, such as automotive (mystery
shopping/test drive), finance sector, call centres, telecommunication sector and so on.

Marketing Mix Analysis
Evaluation and development of concepts (concept test, product test).

Product evaluation and development studies, conducted with quantitative methodologies, are carried
on using a comparative approach well known as Conjoint Analysis. This method is performed asking to the
respondents to choose between different combinations of concept attributes. The statistical approach
allows not only to determine the most accepted combination of attributes, but also to estimate how the
consumers value each single product attribute change.
Image studies.

4

PRODUCTS

Consumer analysis (attitude and behave of special targets).
Communication (Advertising test and operations of communication, means-end chains analysis,

product placement).
Camargo Research, among the qualitative studies and with the aim to support both the communicational
strategies and the product/services placement uses the terminal values methodology. From the analysis of
each attribute, is possible to determine the values associated to the product.
Brand analysis and monitoring (brand image, brand equity, brand positioning).

The purposes of the brand equity analysis can be divided in three different areas: a) tracking: over the time
the brand is compared with the benchmark and the other competitors' brands; b) exploration of changes:
analysis of new or modified aspects and attributes such us the name or the brand positioning: c) extension
of the “brand power”: the brand analysis is performed with the intention of verifying the possibility of
extending the brand to other products or lines.

Advanced Analysis
Market analysis, benchmarking and trend analysis (Positioning studies).

Surveys on special targets
Surveys based on Opinion Leaders (Focus group, brain-storming, Delphi, nominal group technique,

check list and other techniques simple and complex).

5

PRODUCTS: C.A.T.I. & ONLINE OMNIBUS SERVICE

FREQUENCY

C.A.T.I. OMNIBUS: Twice a month (Camargo Research Omnibus Surveys are conducted
every two weeks, the second and the fourth week of the month. Fieldwork goes from
Monday to Friday and final data is delivered within forty-eight hours from completion of
the fieldwork).
ONLINE OMNIBUS: Waves calendar on demand.

SAMPLE

C.A.T.I. OMNIBUS: 1.000 Respondents (representative sample of the Italian population
aged 15+)
ONLINE OMNIBUS: 1.000 Respondents (representative sample of the Italian population
aged 18+)

QUOTA

Gender (male, female); age (15-17: only C.A.T.I. omnibus; 18-24; 25-34; 35-44; 45-54; 55-64;
65+); education (university degree; upper secondary school; lower secondary school;
primary school / no education); areas (NW; NE; Center; South); city size (up to 10.000;
10.001-100.000; 100.001-250.000; 250.001-500.000; more than 500.000).

PRICES

C.A.T.I. OMNIBUS: Simple pre-coded questions: € 360,00; open ended questions:
€ 550,00. Price changes according to number of questions, percentage of main sample
respondents to each question, question structure, number of omnibus waves.
ONLINE OMNIBUS: Price changes according to number of questions, percentage of main
sample respondents to each question, question structure, number of omnibus waves.

6

PRODUCTS: SECTORS OF ANALYSIS

Home and personal care
CONSUMER & B2B

Information Technology
ICT

Automotive

Clothes

Mobiles

Computers

Finance

Food and beverages

Medical devices
HEALTHCARE

CENTRES OF STUDIES / INSTITUTES

Drugs

Healthcare Social Security

Social planning
OPINION POLLS
Urban life quality

For small sample our institute is able to provide to the Client completed interviews within two-three days
from the approval of the questionnaire.

7

METHODOLOGIES AND RESOURCES

8

METHODOLOGIES

Quantitative
Telephone interviews conducted using CATI system
In-home and test centre face-to-face interviews conducted using CAPI system
Mail surveys with a paper or a computerized self completed questionnaire

Self completed diaries
Surveys with self completed computerized questionnaire via web (CAWI)
Gang surveys

Mystery Shopping Surveys (Mystery Shopping researches are carried out according to the standards and
the codes of MSPA – Mystery Shopping Providers Association, the most important association for institutes
which carry out Mystery Shopping). The Mystery Shopping techniques we make use of are: Mystery
Observation, Mystery Visits, Mystery Telephone Calls, Mystery Mail or Fax, Mystery E-mail/Websites Visits.

Quantitative services included:
Designing research samples
Managing Databases
Questionnaire design and/or translation
Data entry, editing and coding (Excel format)
Data analysis (reporting) and data exports

9

METHODOLOGIES

Qualitative
Standard and Mini Focus Groups

In-depth interviews
Observational and experimental surveys (e.g. Survey on quality, calculated monitoring the waiting time

for a specific service)

Multiclient Surveys
Surveys which have the advantage of providing a wide picture of the phenomena but at low cost. In
particular Camargo Research offers multiclient surveys focused on the Brand Equity of major companies'
products and services.

Desk Research
Camargo Research conducts researches based on secondary sources, through the analysis of information
collected from documented sources, official and non official statistics of different nature, such as: official
statistics generated by national institute of statistics, universities, private and public centre of studies,
associations, etc.
Among the desk research integrated with a primary surveys on Opinion Leaders, we include:
Researches on market potential;
Sectorial reports.
Both the above studies are made of a first part carried out with secondary information (companies sheets
balances, documentation on the sector structure and trend) and a second part developed using
qualitative, quantitative or quali-quantitative techniques: in-depth interviews, focus groups, quantitative
interviews, etc.. applied to Opinion Leaders and/or to population.

10

RESOURCES

CATI FIELDWORK
Computerized workstations for telephone interviews carried out with CATI methodology. The interviews are
carried out by expert interviewers, generally young graduated. The interviewers work with Camargo
Research on an ongoing bases and they have a long experience in this field. All the interviewers have
developed a good knowledge of the main methodological problems connected to the telephone
interviews and the use of CATI system.
The quality of the interviewers' activity is monitored constantly through a quality plan which is functional
from the beginning of the workfield to the end of it. The field of Camargo Research is capable of
conducting telephone interviews in the main European languages.

FACE-TO-FACE FIELDWORK
Camargo Research relays over a network of professional interviewers located all over the country, and
whose selection is based on very strict and standardized criteria and rules. Even the face-to-face
interviewers are subject to a strict control in terms of quality of the work done and they are supervised all
the time. The accuracy of the data and the sample is monitored by the field manager and the research
director trough daily or weekly reports produced by the interviewers. In the report is updated the state of
the work done and, as in the case of the telephone interviews, is signalled in a precise and specific way
the main difficulties met during the conduction of the interviews.
Consumer and B2B Qualitative area is covered by an equip of consultants specialized in the conduction of
motivational interviews collaborating on a ongoing bases with Camargo Research. Camargo Research
consultants are coordinated by the qualitative Camargo Research coordinator. Focus groups are
conducted in interviewing rooms fully equipped and easy to reach.

11

RESOURCES

INTERNATIONAL COVERAGE
We operate both as Italian partner in international studies co-ordinated by leading market research
companies, and as structure responsible for the co-ordination of international researches commissioned
to Camargo Research by Italian and foreign Clients.
Besides conducting telephone interviews trough the Camargo Research center of services with the help
of multilanguage interviewers, Camargo Research makes use of a network of Institutes located in the
main European and American countries.

FACILITIES
Camargo Research through the network of partners provides reliable and high-quality facilities to
market research companies and bodies in the main Italian cities, Milan, Rome, Florence, Verona,
Naples, Bari and European countries.
The facilities offer environments which are modern, comfortable, welcoming and highly technological
and which can meet all our customers’ needs.
Services included:

Recruitment activity
Multifunctional rooms
Focus groups rooms
Mirror Rooms
Kitchen equipped for tasting sessions
Videoconference
Video recording with interpreters
Booking with pertner hotels

12

RESOURCES: FIELDWORK COVERAGE

Hall-test, Standard and Mini Focus Groups, Gang Surveys

REGIONAL COVERAGE

In-depth Telephone and Face-to-Face Interviews

Total number of F2F interviewers: 410

Milan

Center: 120

South: 110

Verona

Florence
Bari

Rome
Naples

LOCATIONS
Street Interviews, Mystery Shoppi\ng & Auditing

NIELSEN AREAS
North-West: 100 Interviewers

Center: 120 Interviewers

North-East: 80 Interviewers

South: 110 Interviewers

13

Observational Studies, Omnibus

NE: 80

CATI, CAPI, CAWI, Postal Survey

NW: 100

RESOURCES

CAMARGO
RESEARCH

Field
Field

Resources
Resources
CATI
CATI

EDP
EDP

Quality
Quality

Consumers
Consumers

B2B
B2B

International
InternationalDep.
Dep.

Difficult
DifficultTargets
Targets

14

QUALITY & PARTNERS

Data Privacy
Camargo Research will not reveal, spread or use, directly or by
means of third parties, any kind of information regarding
clients´ activities or their know-how, even if it is not expressively
secret or confidential. Camargo Research will never allow
personal data collected in a market research project to be
used for any purpose other than market research.
Deontological Code
Camargo Research´s projects are conducted according to the
European Researchers´ (ESOMAR) Code of Conduct .
Camargo Research always conforms to all relevant national
and international laws.
Inspections
Camargo Research is at the clients´ disposal for inspections at
any time and is also available for inspections regarding quality
controls according to the ISO norms, series 9001.

15

QUALITY & PARTNERS

AISM (www.aism.org)
AISM (Associazione Italiana Marketing) is the
Association who first in Italy has worked for more
than 50 years to develop and promote the
marketing culture and professionalism.
SIS (www.sis-statistica.it)
SIS (Società Italiana di Statistica) is founded with
the aim to promote and develop the Statistical
Science
and
their
applications
in
the
economical, social, demographic sectors.

PARTNERS
QUALITY
TEST

16

Camargo Research
Market Research Agency
T. +39 06 56567934
info@camargoresearch.com
www.camargoresearch.com

Rome, Italy

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