Transcript No Slide Title

PROFILE MARKETING RESEARCH
CAPABILITIES
Profile Marketing Research
4020 South 57 Avenue
Lake Worth, Florida 33463
561-965-8300
profile-mktg-res.com
GETTING TO “AHA”
“Aha.” That moment of getting it.
The instant light dawns. When questions have
answers, the feelings become facts, understanding is
complete, and the road ahead becomes clear.
That’s getting to “aha”.
About Profile Marketing Research
Profile Marketing Research, a full service marketing research
organization, was founded by Judy Hoffman in 1983. Corporate
.
offices
are located in Lake Worth, Florida.
Total number of employees is over 100, with 20 analytic,
statistical and support staff members, as well as a team of data
collection professionals.
Profile Marketing Research enjoys long term client relationships
and seeks to provide thought processes and ideation, from
project start to finish.
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About Profile Marketing Research
Expertise is offered in the areas of quantitative and qualitative
research techniques for clients with interests in both the
consumer and business sectors on a local, regional, national,
and international basis.
It is the policy of Profile Marketing Research to provide clients
with a close working relationship throughout all phases of a
project, in order to maximize implementation and actionability
of research endeavors.
The “hands-on” approach of Profile Marketing Research from
project development through analysis, coupled with a
philosophy based upon quality, assures clients of both timely
and cost effective research services, resulting in actionable
guidance and direction for strategic planning and marketing
decision making.
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About Profile Marketing Research
Projects are custom designed to address marketing questions and
issues of clients and are conducted to provide reliability of results,
yielding strategic guidance and direction for future planning.
Company principals and senior research staff members are directly
involved with all aspects of the research project and process, from
planning to final reports and presentations, supported by the project
team.
To ensure quality control, all phases of marketing research studies
are conducted on an internal basis. The Profile Marketing Research
professional staff is highly educated, dedicated to marketing
research as a discipline and a career, analytically oriented and facile
with data and statistical concepts.
Staff members are marketing oriented, in terms of their role in the
planning and interpretation of research findings in order to assist in
providing actionable and meaningful results to clients.
Staff members reflect a wide and diverse range of backgrounds,
education, and experience which they are able to bring to bear in
meeting their day to day challenges.
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About Profile Marketing Research
Profile Marketing Research places emphasis on quality
marketing research services to clients. Protocols and
procedures
are
in
place
that
reflect
this
emphasis, ranging from general company policies and
management, to the specifics of study design,
implementation, analytic process, and direction for next
steps from a business and a marketing perspective.
Profile Marketing Research is objective, honorable, and
ethical in terms of business dealings.
The company
respects the confidential nature of all studies and
appreciates the trust placed in our organization by clients.
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About Profile Marketing Research
Database management
Experienced analytical staff
Telephone interviewing center
with remote monitoring, 40 stations,
CATI, and web based continuous
reporting
Project team assignments
Focus group moderators
Ethnographic researchers
Internet surveys–pmronline.com and
internet qualitative forums and web
based continuous reporting
Internal field interviewing staff
and supervisory staff
Interviewing staff teams
specially trained for:
Personal interviewing
Telephone data collection
Multi-lingual
• Consumers
• Business decision maker
High volume mail surveys
Data entry and scanning
Data tabulation
Analysis and reporting
Statistical analyses
Modeling
Mapping
Web based and video presentations
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About Profile Marketing Research
COMPANY PRESIDENT
PROJECT
MANAGEMENT
RESEARCH
DIRECTORS
ANALYSTS
ASSISTANTS
SUPPORT
STAFF
FIELD
SERVICES
STATISTICAL AND
TECHNICAL
SERVICES
MANAGER
MANAGER
SUPERVISORS
INTERVIEWERS
QUALITATIVE
RECRUITERS
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ANALYSTS
SUPPORT
STAFF
BUSINESS
SERVICES
BUSINESS
MANAGER
SUPPORT
STAFF
About Profile Marketing Research
PROJECT TEAM
JUDY A. HOFFMAN, PRESIDENT, PROFILE MARKETING RESEARCH
Offers over thirty years experience in the field of marketing research, with an emphasis on the provision of
quality marketing oriented services to clients. This experience includes eighteen years with Profile Marketing
Research and a precursor consultancy, as well as prior experience in the marketing research field. Prior
professional experience includes the following; Associate Research Director/J. Walter Thompson Company,
Research Account Executive/Grey Advertising, Project Director/Alfred Politz Research, New York.
Her
credentials also include; Past Vice President, American Marketing Association, Palm Beach County,
memberships in CASRO (Council of American Survey Research Organizations),
Marketing Research
Association, American Statistical Society, Qualitative Research Consultants Association, Florida Direct
Marketing Association, Futurist Society, and Travel and Tourism Research Association. Her education; Goucher
College/Bachelor of Arts, Sociology, New School for Social Research/Graduate studies, Sociology.
RICHARD E. STRASSLER, SENIOR MANAGER, SYSTEMS AND STATISTICS
Technical, systems and statistical applications management and interpretation. His professional experience
includes the following; Campbell and Associates/Computer Analyst, Keiser College/ Instructor of
Sociology/Research Methods, Perceptive Market Research/Statistical Coordinator, and University of Florida,
Gainesville/Research Assistant, Department of Psychology. He has been with PMR for fourteen years. He is an
active member of the American Statistical Society. His education; University of Florida, Master of Arts,
Sociology and Bachelor of Science, Psychology.
MARK EDDY, MANAGER OF FIELD SERVICES
Offers long term expertise in Marketing Research interviewing and supervision of data collection efforts over a
twenty year period, with particular emphasis on telephone center management. His experience includes
management of data collection services at Marketing, Inc. He has been with PMR for thirteen years. He is a
member of the Marketing Research Association. His education; SUNY, Bachelor of Arts, Sociology.
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About Profile Marketing Research
PROJECT TEAM - Continued
MICHAEL JENNINGS, SENIOR RESEARCH DIRECTOR
Offers expertise in the management of marketing research projects, both qualitative and quantitative. He has
worked at PMR for twelve years. He is a member of the American Marketing Association and Association of
Energy Services Professionals. His education; Florida Atlantic University, Bachelor of Business Administration
with a major in Finance.
BARI WEINHAUSEN, SENIOR RESEARCH DIRECTOR
Offers expertise in the management of marketing research projects, both qualitative and quantitative. She is a
moderator and member of the Qualitative Research Consultants Association. She has been with PMR for nine
years. She is a graduate of NOVA University with a major in Education.
JACQUELINE LAWSON, SENIOR ANALYST, DATABASE AND WEB SERVICES
Offers many years of experience, both private and public sectors, with database management and programming.
She specializes in SQL Server, Crystal Reports, Perseus Survey Solutions, Oracle, MS Access, etc. She has
been with Profile Marketing Research for one year. Her education: Pace University, Bachelors of Computer
Science.
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About Profile Marketing Research
Advertising Federation
American Anthropological Association
American Marketing Association
American Society for Quality
American Statistical Association
Association of Energy Services Professionals International
CASRO (Council of American Survey Research Organizations)
CMOR (Council of Marketing and Opinion Research)
Interactive Marketing Research Organization
Marketing Research Association
Qualitative Research Consultants Association
Sawtooth Software CI3 User Group Member
Travel and Tourism Research Association
World Futurist Society
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About Profile Marketing Research
All PMR staff members are under contractual obligation to
adhere to strict protocols regarding confidentiality of all
projects conducted by the company.
PMR acknowledges that all project materials, discussions,
study findings, recommendations, etc. will be held strictly
confidential.
Profile Marketing Research is registered with the state of
Florida as a minority owned business (WBE).
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VARIETY OF STUDY TYPES
VARIETY OF CLIENT PRODUCT/SERVICE
CATEGORIES
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Variety of Study Types
Profile Marketing Research conducts a wide variety of
quantitative studies for clients … from simple surveys
(rush, small sample size) to highly complex studies that
require
complex
sampling
procedures/weighting
schematics and in depth analysis.
PMR has qualitative expertise … focus groups and depth
interviews for exploratory and evaluative purposes … and
ethnographic research.
For the vast majority of studies, external customers are the
primary focus. For some studies, internal customers are an
integral respondent group as well.
And for some clients, PMR actually goes one step further, to
facilitate ideation sessions with study results being the start
point.
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Variety of Clients
Profile Marketing Research works in a wide variety of categories when it
comes to products and services. This brings a cross-pollination of
thought processes/approaches. For example:
Utilities – FPL, PSE&G, Xcel Energy
Food and Beverages – Pollo Tropical, Diageo
OTC – Rexall
Ecommerce – hotels.com, ediets.com
Insurance/Financial Services – Fidelity Federal, Bank of America, New York Life
Transportation – Ryder, Budget Truck Rental
Travel & Tourism – Celebrity/Royal Caribbean Cruises, Walt Disney World,
Marriott Vacation Clubs International, Silversea Cruises
Arts and Entertainment – Norton Museum, South Florida Fair, Kravis Center,
Palm Beach County Cultural Council
Media – Palm Beach Post, Palm Beach Daily News
Retail – Sears, CityPlace, Publix
Government – City of Coral Springs, Town of Palm Beach Gardens, Town of
Miami Lakes, Palm Beach County Tourist Development Council, Palm Beach
Community College, Broward County Office of Integrated Waste Management,
State of Florida
Philanthropic – United Way
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TELEPHONE SURVEY CAPABILITIES
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Telephone Survey Capabilities

40 station CATI telephone center
 Sawtooth CI3, programming in-house
 Staff interviewers
 Multi-lingual capabilities – Spanish and Creole
 Remote monitoring
 Web based reporting (client provided link, data
available end of given interviewing shift) – PMR can
configure reports and/or clients can configure reports
including banners/filters
 Currently conduct a wide variety of perception and
transaction based tracking studies as well as ad hoc
studies, simple-complex in terms of sampling and
timelines
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ONLINE SURVEYS AND FORUMS
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Online Surveys and Forums

pmronline site for online surveys
 Perseus, enterprise version
 Client access to results via link
 Qualtalk online forums – qualitative tool
 Currently conduct ongoing tracking studies and ad hoc
studies when topic/target group appropriate for online
methodologies
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DATA TABULATIONS
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Data Tabulations

All data processing and tabular report programming
done in house
 Project Team review process for open end coding
 Tabular reports generated using UNCLE which allows
for complex weighting schematics and statistical testing
of significant differences, multiple levels of confidence
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ANALYTICS
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Analytics
Profile Marketing Research conducts many studies that require simple
analysis (crosstabs against key segments and/or specific measured
periods).
In addition, Profile Marketing Research conducts many other studies
that entail more complex analysis (with or without additional
statistical applications) on an interative basis (‘digging deeper’).
Good example … survey data showed that the target segment for a
particular product was actually less likely to purchase the product
than the non-target segment. Deeper examination of target segment
data by demographics and attitudinal measures showed that product
information was not adequately communicated to a particular
subgroup within this segment. This finding prompted additional
analysis of the non-target segment by demographics and attitudinal
measures to determine the cause of high purchase intent where none
was expected. This analysis revealed a new target group that was
previously unknown to the client.
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STATISTICAL CAPABILITIES
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Statistical Capabilities
Profile Marketing Research conducts many studies that require
complex statistical analysis. Project Team staff members work
together to go through multiple iteration thought processes to come
up with ‘best’ solutions. Third party consultants are utilized on an
occasional basis to review and make suggestions in terms of
approach (Andrea Tyree, PhD, Social Demographer, SUNY/Stonybrook
and William Bailey, PhD, Applied Statistics, WMB Associates
Statistical Services).
Statistical tools utilized include chaid, cluster analysis, discriminant
analysis, factor analysis, logistic and multiple regression, perceptual
mapping, partial least squares, and structural equation modeling.
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Statistical Capabilities
Some examples:
 A study to build a segmentation based on Hispanic consumer
acculturation … Factor analysis was utilized to group attitudinal selfdescriptors; discriminant function analysis was attempted to segment
based on expected behavioral groupings but results were not
particularly meaningful; ultimately a cluster analysis solution was
identified which clearly defined segments on a multidimensional
basis.
A study to build a customer satisfaction model for telephone
interaction experience … client provided attribute list of 120
dimensions; multicollinearity was a major issue and there was not as
much differentiation as was hoped (respondent fatigue); factor
analysis was originally utilized to group attributes however internal
customer wanted to keep all attributes unique due to nuanced
differences; scale spread; multiple regression attempted but low R2s;
logistic regression attempted based on 10/9 vs bottom of scale
utilized as new variables which yielded workable solution. Only those
variables with high R value were included in final solutions, one per
customer segment. Structural equation modeling was utilized to
validate learnings.
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Statistical Capabilities
A study to identify key differentiating factors among a long list of
potential client offering based on six unique criteria …a complex
scoring system was developed and programmed on a weighted basis
which facilitated prioritization.
 A study to map attribute importance in relation to importance …
importance was measured as stated and implied (logistic regression
provided the most meaningful results); R values used as weights in
combination with stated importance against which performance was
mapped.
 Studies which track customer satisfaction with multiple lines of
business on a transaction basis, highly complex variables plus data
appended from customer records … key driver analysis run on
multiple levels (process, employee, etc.).
 Study for a non-profit organization to determine key characteristics
of donors and non-donors via survey and third-party data and
creation of classification system for stratification into segments and
prediction of potential to donate in the future among non-donors and
prospects using chaid (Answer Tree).
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QUALITATIVE RESEARCH
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Qualitative Research
Profile Marketing Research conducts qualitative studies on a regular
basis.
 Exploratory and assessment related
 Focus groups (traditional in person and via telephone conference)
and IDIs (in person and via telephone)
In many cases, the qualitative work is a phase I which provides the
hypotheses for phase II quantification.
Unique approaches include ideation, role playing, team creative
exercises.
In depth content analysis is always integral to study learnings.
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ETHNOGRAPHIC AND EXPERIENTIAL
RESEARCH
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Ethnographic and Experiential Research
Profile Marketing Research has developed an expertise in experiential
and ethnographic (observational and participant/observation) research.
These approaches are being utilized more often than in the past, to delve
deeper into the consumer and business decision maker hearts and
minds. Some recent studies include:
 Museum tour with children and debriefing with children and then children +
parents after the fact
 Visits to tertiary market communities to provide an understanding of lifestyle (in
home and out) related to energy usage
 In home entertaining … four months with twelve families … shopping, preparing
for home entertaining … presence at parties, etc. Field notes were posted daily on
a special website with photographs and videos. At the end of the field period, two
three day retreats were held with the client team for insight generation
 Shopping behavior … observation of on-board shopping behavior within the
context of the cruise experience
 PMR has just been awarded a study that will involve visits with homeowners as
well as business owners and managers to understand relationships between users
and light-heavy duty equipment for preliminary hypotheses generation related to
segmentation based on dimensions other than the obvious (size of equipment,
function, etc.)
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INSIGHT GENERATION
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Insight Generation
Insight Generation uses a Team Approach (client team members) with a
Profile Marketing Research facilitator to take all of the learnings from a
specific study or studies and evolve these learnings into a broad based
understanding of consumers (includes B2B as well) in terms of cultural,
psychological, anthropological and sociological perspectives and
dimensions.
This understanding goes far beyond the observations and facts coming
from the given study(ies) and can be utilized within the context of a
myriad of applications...new product development, advertising strategies,
identification of value propositions, to name a few.
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Insight Generation
How does this work? The process can take one day or several, depending
on the complexity of the client product or service and the amount of
information to be processed.
As a group:
 Facts are identified (learnings via the research)
 Facts are interpreted in relation to implications
 Insights are generated
 New understandings surface
 Preliminary discussion is held in terms of new applications
Following the Insight Generation Sessions:
 Insights are shared within the client infrastructure
 Processes are put into place to acknowledge and utilize new Insights in
marketing and strategic planning and decision making
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AD HOC REQUESTS
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Ad Hoc Requests
Profile Marketing Research often has special requests from
clients and always finds a way to accommodate needs.
For example … a client may have need for scorecard report
updating on an ongoing basis. If this is the case, PMR can set
up a special secured website and create ‘rules’ which give
access to specific deliverables to given individuals … or PMR
can upload to a client intranet site if client security measures
will allow for such.
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CONCLUSION
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Conclusion
Profile Marketing Research handles projects in a
professional manner, with quality measures in
place throughout all research study phases.
PMR goes ‘the extra mile’ on a consistent basis.
Clients have a responsive vendor in Profile
Marketing Research as part of the research
team.
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For Additional Information
JUDY HOFFMAN
PRESIDENT
4020 SOUTH 57TH AVENUE
LAKE WORTH, FLORIDA 33463
561-965-8300
[email protected]
www.profile-mktg-res.com
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