How our holistic approach uncovers new opportunities.

While every project is unique, the following scenario may give you some insight into how Roy Morgan Research's ability to aggregate information could help you chart the most rewarding course.

Imagine that, after years of steady growth, your sales have reached a plateau. You ask Roy Morgan to help find out why and to identify opportunities to increasesales and market share.

From existing Roy Morgan Single Source" data, we can immediately provide insights including:

• Comparative performance of competitors and measurements of your category.


• New product entries that may be eroding your market share.


• Emerging competitive markets competing for the same disposable income.


• Shifts in consumer confidence, shopping habits and retail channel preferences.

By combining Roy Morgan Values Segments" with Roy Morgan Single Source" data, we can:

• Prioritise key target consumer groups by detailed lifestyle segments.


• Develop intimate profiles of their attitudes, habits and behaviour.


• Identify any predisposition to related products and categories.


• Report on their precise media consumption, including TV, magazines, newspapers, local newspapers, catalogues and the Internet.

With this information, you may fine-tune your brand's positioning. Roy Morgan Research can then conduct a CATI (telephone) survey among pre-identified respondents in the target consumer group and provide you with a report within days.

We may explore:

• Preferred brand positioning concepts and options by Values Segment, Geographic Area, Customer, Non-customer or Competitor's Customer.


• Questions would probe reasons for preference.

Armed with these responses, you may develop some product and/or advertising concepts which can be concept test ed, say through Focus Groups. We can:

• Recruit specially targeted respondents according to your key consumer profiles.


• Undertake in-depth, probing qualitative research.


• Provide insights into respondents' habits, attitudes and preferences and a detailed analysis, cross-referenced against Roy Morgan Single Source consumer & market data.

With a new, intimate understanding of your target market, your positioning refined and your concept proven, Roy Morgan can help you optimise your marketing effort, by providing the most detailed and accurate information about your precise target audience and the most cost effective media strategies to reach them, including media schedules.

* Developed in conjunction with Colin Benjamin - © The Horizons Network 1997.