Issue 1 - October 2006

Hello and welcome to ‘think M.’s October newsletter. I’m thrilled to introduce myself as the latest addition to the team here in Charlotte square.

Having worked as a journalist on high profile international titles including Australian Cosmopolitan and Top of the Pops Magazine, I hope to get you excited about our news and events! To get the ball rolling…if you fancy getting behind the wheel of a gorgeous Ferrari or relaxing at a luxury spa… read on! 

Laura Fitzpatrick
Marketing Executive
laura@think-m.co.uk
0191 2111 957

The challenges of international research

With the world getting smaller by the day (figuratively speaking) an increasing number of clients are seeking assistance with international surveys.

Fortunately grants can be secured supporting upto 70% of your international research costs if your organisation and your study fit specific criteria.

Whether seeking to develop new market territories, or exploring potential demand for new products and services in the international arena, we can help. We use the latest tools and techniques to provide rapid delivery of quality data.

At 'think M.' we have recently been involved in delivering research and analysis across 11 countries in 8 different languages…including Russian.   We have significant experience in developing and delivering international studies from competitor analysis, European market positioning to benchmarking and brand awareness studies.  Our experience tells us challenges faced can be broken down into four categories including (1) sampling and timing (2) ensuring cost-effectiveness, (3) reliability and relevance, and (4) data management & usage.

Sampling & Timing

Securing sufficient quality/ cleansed contact data to undertake an international study can be demanding. In addition with response rates varying territory-to-territory costs can be difficult to forecast.  However, huge progress has been made in the last 20 years in terms of contact and respondent data availability (scope and coverage) to support international research studies.

Studies can be done in real time on different platforms (e.g. on and off-line) to reduce timescales.  In addition, development of field agency services (telephone, face to face) covering international territories with domestic language capability, and implementation of research standards also continue to improve. 

Ensuring cost – effectiveness

Of course a key issue when running a survey in several international territories is cost.  Securing a statistically robust survey sample representative of all territories can be expensive.  However new methodologies such as computer aided telephone and personal interviewing, on-line survey tools and the use of international respondent panels helps make contemporary international research affordable and effective.

In addition grants can be secured supporting up to 70% of your international research costs if your organisation and your study fit specific criteria.

Reliability & relevance

Many international surveys either fail to provide adequate and precise answers to the intended research questions or provide inaccurate and faulty results. 

A specific consideration when developing international surveys is words and specifically their values in different languages.  Translating survey documents into different languages can lead to simple errors such as response scales (for example. very good, good, satisfactory, poor, very poor), with non-comparable meanings and loss of mutual exclusiveness of categorical response options.  

Data management & usage

A major issue for a small but growing company like ‘think M.’ is the requirement for scale data management and integration. Integrating data from several field providers and different methodologies also creates challenges, however provision of well considered data entry and management guides, pilot survey exercises, quality reviews and communications help minimise issues.  Where relevant at ‘think M.’ we consider analysis of variance between returned samples to identify problems and maximise data integrity.

To find out more about how we can assist you, why not contact Paul@think-M.co.uk

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Being sure…’the price is right!’

The team have recently been working closely with an experienced engineer who has established himself as an inventor and entrepreneur. Paul Varley is seeking to develop the market for a novel device called the Iris Magnaview, which has already won gold medal at the British Invention awards in London.

The product assists photographers in viewing small LCD screen images in digital cameras and has already attracted significant market interest, especially from photography professionals, older and disabled user groups.  

Paul is passionate about his invention and has undertaken concept testing and pricing research himself, literally stopping shoppers in the street to ask their opinion.

Hearing his story and at no charge, ‘think M.’ has taken a ‘hands on’ approach.  Working with a specialist research service to help Paul define exactly who will buy the product and what they would be willing to pay.  The survey took less than one week and provided a statistically representative sample of the UK population.

Paul Varley said; “since coming to ‘think M.’ we have been able to secure in depth strategic research and price point analysis confirming the market will bear a 25% higher launch price for the Iris Magnaview.”

"Many thanks to the team at 'think M.' for all their help in developing a research strategy in conjunction with iPOS which resulted in us securing additional finance for the future growth of the business.’ 

Paul Varley, Managing Director, MGV Mouldings Ltd.

Recognising creation of formal retail proposition and pricing strategy are vital to practical market exploitation, ‘think M.’ are now working with the business to build effective sales channels for the product. For more information on developing sales channels, why not look at our FOCUS article selecting distributors and agents.

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Get involved  - Raising the profile of the region's marketing profession.

'think M.’  are working with Service Network, an organisation representing the Knowledge Intensive Business Service (KIBS) sector in the North East of England with a membership of nearly 300 companies.  We are seeking to raise the regions marketing industry profile, and the importance of investing in professional marketing to regional business and the public sector.

If you’re involved in provision of marketing services within the North East of England,  we’re looking to hear your views and opinions on investment in marketing skills, qualifications and resources.  Please click here  and spend 5 minutes of your time participating in this important study and you’ll be automatically entered into a free prize draw to win a bottle of champagne. 

If you would like to find out more about the initiative, please contact paul@think-m.co.uk.

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‘think M.’  …think Tank

We believe that the professional marketing community in the North East has a lot to offer.  However we recognise that in many cases limited opportunities and lack of diverse industry investment in professional marketing has led to narrower experiences and greater personal opportunities elsewhere for top-flight regional marketers. 

This is not a controversial statement.  Research has recently shown that in the North East there are comparatively limited opportunities for mid-career development and senior marketing management.  In addition, results indicate there are significant disparities in potential earnings not simply between the north and south, but between the North East and other parts of Northern England in the profession.

We have developed a practical relationship with marketing leadership from around the UK.  While membership of the team is restricted it continues to grow. 

The think tank can be used to provide broader perspective on a range of issues and support consultancy.  Services include:

• Provision of expert opinion on opportunities you have identified
• Helping in consideration of specific strategic development   issues
• Providing support for rapid consultancy/ ‘real’ expert advice
• Providing support specialised training and events

It is our ambition that the group will be increasingly utilised by bodies interested in contemporary fresh thinking, who want to utilise national skills while delivery of projects is managed regionally. 

New members include Jamie MacAlister and Christoper Drew.

Jamie has 16 years of consulting experience. He specialises in marketing, communications and customer relationship management. Recent projects have been with MyTravel, Thomson retail, AirMiles and Nestle. Jamie trained in sales and marketing with Procter and Gamble and has an MBA from the Wharton School in Philadelphia and an Engineering degree from Cambridge University.

Christopher  specialises in market intelligence and ‘soft’ information for scientific industries.  He has been involved in supporting a range of commercial developments and has established expertise in tailored introductions and problem solving for process industries. He is a chartered chemist and scientist as well as being a member of the Royal Society of Chemistry.  Christopher holds a BA and MA in Natural sciences from Kings college, Cambridge and a MSc in solid state physics from Sir John Cass College, London. 

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We’re growing…join our team

Senior Research Manager / Research Director

We are seeking an entrepreneurial and confident research manager who’s looking for a new challenge and has ambitions to be share in the rewards of developing a successful enterprise.

You will lead design and delivery of research projects providing strategic input and ensuring that client objectives are met. Project work is diverse working with public and service sectors, industrial, technical and fmcg clients, applying both quantitative and qualitative methodologies.

Your responsibilities will include research account management and development, as well as identifying opportunities for new business.

About you:

You will be an experienced research manager, comfortable with methodology design, sampling theory, project and field management, statistical analysis and interpretation (including industry software), reporting and presentation.
You have a flair for creative research process, interpretation and presentation of findings.

You are pro-active and positive regarding the benefits, and use of new marketing and research tools and technology, and are comfortable working with strategic partners in their practical implementation.

You are a great communicator, enthusiastic, and able to energise and motivate others.
Awareness of key northern brands, public sector drivers and operations would be an advantage.

Marketing Executive

We are seeking a well motivated individual to principally help us market and promote our business.  This is an excellent opportunity for somebody seeking to gain practical experience in professional marketing environment. 

Your responsibilities day to day will be diverse and rewarding, including provision of support and assistance in a range of areas operational areas.  These will include events management, web content management, developing and delivering sales campaigns, and desk/ primary research in support of client projects.

About you:

You will have a degree in a marketing related subject and be keen to develop a career in professional marketing management or consultancy.  Relevant experience is not essential and you may have recently graduated or be looking for career change.

You will be numerate and conversant with office software such as Word, Excel and PowerPoint.  Experience in on-line research tools and techniques would be an advantage, but not essential.

While you are not necessarily experienced in business, you are mature and professional in outlook, and are comfortable working to deadlines.  You will be a good communicator, personable and be very capable of effectively representing the company in client meetings and at events.

If you are interested in either post, please send your CV to Paul@think-m.co.uk

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’think M.’ organises NortheRN ‘s Manchester launch

'NortheRN' is an exciting new professional network specifically designed for those involved in research in the North of England. The network was co-founded by ‘think M.’ and Sarah Robinson of Prodant, and is endorsed by the Market Research Society (MRS).  We actively support national agendas while providing a practical northern activity focus for the industry.

This, our third event focused upon contemporary thinking on reporting research findings to the client. Mike Imms and Audrey Niven gave a fantastic seminar, presenting their paper entitled ‘Connecting with the client: rethinking the debrief’ (recently short listed for best paper at the MRS annual conference).

'NortheRN' attracted 54 agencies from client side, public and academic researchers to the Novotel Manchester West.

“It was refreshing to attend an event outside of London which actively encouraged forward thinking and shouted about the unique benefits of being 'Northern' researchers. The speakers were refreshing, frank and have encouraged us into implementing some positive changes in the way we work."

Sarah Champ, McCallum Layton

To keep updated with the 'NortheRN' agenda please send an email to Laura.

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Developing international services

Lumley Castle in County Durham was the venue for the recent marketing sector event hosted by Service Network. 

We worked hard to bring together a great line-up of speakers for the event.  The morning was chaired by John Williams of Newcastle Universities International Office, and the event considered key issues and support available when developing international markets for services.

Brian McLean of Meridian Marketing gave a stimulating talk, looking at building reputation and maintaining service values overseas. David Townson of LiveWork addressed key factors in designing successful international services. Finally Jeff Sanders of UKTI advised on relevant regional support available.

For more information regarding future Service Network events, please visit www.service-network.co.uk

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Science in a spin

In the Sunday Times 2006 University Guide Newcastle has risen one place to 25th equal, published on Sunday, 10 September.  The league table uses a range of data including the Sunday Times' own survey of head teachers, who ranked Newcastle 18th in the UK.

The Guide's profile of Newcastle University is very positive, commenting that 'the University's excellent teaching and research record helps to drive Newcastle's designation as a Science City.' 

The ‘Science in a Spin’ event programme is for academic and research staff who are interested in commercialising their research and what is involved when spinning out a company. Hosted at the ‘Research Beehive’ The focus is on using real examples and aligns the theoretical with how it works at the University.

Along with profile case study spinouts such as Seabait and Orla proteins and other expert organisations such as Dickinson Dees, ‘think M.’ have been asked to talk about the role of strategic marketing in opportunity exploitation

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Panel development

At ‘think M.’ we want to help our clients benefit from the latest in contemporary research techniques.  This month we're exploring research panel development as a cost effective solution for ongoing research requirements.

An Ad-Hoc survey usually takes place when a client is confronted with a decision or problem and the existing data available is insufficient. With careful survey planning, implementation and analysis you can produce sound results and concentrate on delivering well-supported decisions…short term.

However a good survey does not come cheap, although some methods are far more cost efficient than others. Web-based surveys are considerably less expensive than traditional mail and telephone surveys because they do not include costs for printing, postage, mail house, telephone, call personnel, or data entry.

In many cases our clients actually require ongoing intelligence (from their customers for example). Panels can be established from a combination of previous respondents, direct recruitment and acquisition from other existing panels.If a panel is representative of your customer base, it can help you improve connectivity with them. 

Establishing a panel often adds little cost to an existing ad-hoc survey yet saves our clients significant money in the medium term.

Whether an industrial or professional service sector need, after initial research the client can return to a panel to gain an insight into competitor’s awareness, to test branding and promotions, or to test price points.

"‘think M.' are managing a research panel for us consisting of industrial engineers.  The panel are being used to assess ongoing R&D opportunities and support marketing planning"

Joanne Shutt, marketing manager, Blagdon Pump

Panels are typically managed online and most materials are delivered electronically saving time and money.  As part of the management process participants are vetted, and an agreed percentage of the panel is replaced every quarter.

Our team are currently managing a range of panels, complimenting strategic marketing and agile research project delivery.   If you’re interested in finding out more why not contact us.

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Selecting Agents and Distributors

Many products require distribution support to reach hard to access customers, or exploit market opportunity effectively.  While distributors buy products from you and sell them to their customers, agents negotiate sales on your behalf, earning a commission as a result.

At ‘think M.’ we have experience of developing routes to market, and establishing market partnerships.  Here are a few pointers that might help you…

• Don’t be shy of asking questions.  The company you are talking with may potentially be representing you in the marketplace.  You need to ensure that they have the skills, experience and relevant knowledge to best represent your business and create sales.
  
• When talking to a potential distributor or agent, consider company history in the marketplace, consistency in turnover, number of staff and trend in employment.  Ask about their plans for growth.
  
• Remember to cover all the basics, request banking and trade references.
  
• What markets do they have strongest links into, which geographical area do they cover?  What evidence do they offer, e.g. sales reports by area, lists of customer accounts and performance information?  How many of their customer accounts offer potential sales for your product (in their opinion).  What is the mix of trade and retail accounts?
  
• It’s always a good idea to test their market knowledge.  Why not ask who they think your competitors are, and how your offering differs?
  
• Do they sell any competitor’s products? What comparable products do they support and how are they performing?  What mix of product represents what percentage of sales turnover?
  
• What sales resources do they have? How do they offer to commit to promoting your product? How many sales representatives do you have covering the area?
  
• How does their sales operation work e.g. do you have a telesales drive every month?
  What is your share of the market e.g. what share of the sales of bottled water to London restaurants do they have?
  
• As with all service businesses, building personal relationships is key.  Will you be able to communicate with field sales staff?  Will you have a dedicated account manager and contact with their marketing manager?
  
• Consider how the company promotes itself; does their positioning fit with your product brand?  Look at examples of their advertising, press releases and promotions.  Which exhibitions do they attend?
  
• In terms of support, what payment terms do they offer their customers? What technical services are offered, and how do they deal with returns/ complaints? How are sales, stock depletions reported?
  
• What is their position on setting performance targets?  (e.g. Sales per territory or geographic region over time).  In many cases a pilot contract can be established for 6 months for example.
  
• Finally, remember to consider you offer to trade.  Are you going to offer a sliding scale of increasing margin against sales performance, or volume stock order benefits?  What riders are you going to offer, and finally how are you going to support your resellers in their endeavours to promote your products.

If you seek to broaden your sales channels, or launch a new product why not talk to us.  Contact paul@think-m.co.uk

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A great experience for you and your business

Had a tough day at the office? Fancy getting your adrenalin racing as you climb behind the wheel of the ferocious Ferrari 355? You could be driving this world famous sports car with its 380bhp V8 engine in no time.
   
But if driving fast cars just isn’t your thing, then we have the perfect treat for you! How do you fancy taking a well-earned break and letting someone fuss over you for a change?   This luxurious day comes complete with a massage, facial, lunch and free use of the entire spa’s plush facilities.

We know working with us will bring benefits to your organisation.  And as a thank you for choosing us, we want to thank you personally.  To receive your experience, all you have to do is contract us to undertake a survey, or develop a research panel in October/ November.        
   
To take advantage of this offer call Laura on 0191 211 1957 to discuss your survey requirement and your “Ferrari drive experience” or “spa day experience”.  The terms of this promotion can be found on our website here.

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About us

think M’ is a creative strategic marketing and agile research consultancy.  We offer a range of unique products and services supporting rapid and informed client decision making. 

Whether you’re in the public or private sector, we have developed a range of proven processes to help you research, plan, implement and manage strategic marketing for success.

We aspire to establish a nationally recognised hub of strategic marketing thinking based in the north of England, promoting national participation, thought leadership, innovation and creativity in its application.

"'think M.' celebrate the launch of i6. The incubator unit in Newcastle's Charlotte Square is a £1.8m converted 18th Century Georgian grade two listed building, which is home to think M. and a range of other businesses in the region.'

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think M Ltd, Six Charlotte Square, Newcastle upon Tyne, NE1 4XF - 0191 211 1957 - www.think-m.co.uk
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