Hq24 & Cielo Research

Gruppo 24 ORE

HQ24 Market Research

Milan, July 2013

Ufficio Ricerche di Mercato

GRUPPO 24 ORE: HQ24 MARKET RESEARCH

and

Have teamed up to launch:

a full service MARKET RESEARCH division of Gruppo 24 Ore


GRUPPO 24 ORE: WHO WE ARE

Gruppo 24 ORE is the multimedia leading provider for financial & economic information for professionals in Italy.

The product portfolio of Gruppo 24 ORE includes Il Sole 24 ORE: the most renown financial newspaper in Europe, leader in economic, financial and legal information.

Gruppo 24 ORE activities includes: Radiocor press agency ,leader in financial information, the web portal www.sole24ore.com and Radio 24.

The group has a wide offering for professionals, firms and enterprises with a strong competitive position on books, specialized and trade magazines, online services , business school and software.

The group also has a prominent role in organizing art exhibitions and cultural events.

Today Gruppo 24 ORE publishes 80 specialized magazines, and employs 1890 people, 400 journalists and has a consolidate revenue of 430.9 million euro (FY2012)


GRUPPO 24 ORE- ACTIVITIES AREA

Gruppo 24 ORE covers different areas of information, to keep business people always on top of page throughout the day. To explain its business positioning we have classified the following trade activities:

• Italian Newspapers and Magazines

• Business and Specialized Magazines

• Software (ERP-CRM)

• Training courses and Events

• Advertising

• Radio

• Digital Services

• Cultural Area

• Press Agency


CIELO RESEARCH: WHO WE ARE

CIELO is a full service independent market research and consulting agency based in Italy, providing strategic support to large corporations as well as Small & Medium Enterprises, through ad hoc domestic and International research solutions.

CIELO exclusively conducts ad hoc research, based on clients’ specific information needs. Research involve working with clients to meet their need to understand the market.

Its ad hoc approach comprises many research forms, including trade interviewing, store checking, desk research, gathering all published information on any market (including government, trade association, trade and general press), interviews with industry experts, interviews with employees, current, lapsed and prospective customers and strategic analysis.

CIELO produces and delivers strategic analytical research, databases, presentations and advice on working environments.

Research specialism include: Brand Research, NPD Research, Customer Experience Measurement, Communication Research and User Experience Research


HQ24 MARKET RESEARCH: MANAGEMENT

Michela Coin, Group Market Research Manager, Manager

Michela has a degree in statistics and a deep experience in social science. Strong interest in all comunication and market researchactivities, she started working at Gruppo 24 ORE in 2000 and in market research in 1997.

COLLABORATION with CIELO RESEARCH for all executive and analytic step of researches

Marcello Sasso, - CEO

Marcello holds a degree in International Business with major in marketing. He started working in market research in 1999. Bilingual. He is the ESOMAR representative for Italy.


HQ24: RESEARCH FEATURES

HQ24WEB PANEL

Cawi - CapiCati

Special Research

CustomizedResearch

EmotionalResearch

Qualitative Research

Market Research


CAWI

WEB BASEDMETHODOLOGIES

WEB BASEDMETHODOLOGIES

FORUM ONLINE

EMOTIONAL ANALYSIS (in collaboration with emotional

marketing)

GEOMARKETING

HQ24: ACTIVITIES

PANEL SURVEY

SAMPLE ONLY

OFF LINEMETHODOLOGIES

OFF LINEMETHODOLOGIES

CATI/CAPI

FOCUS GROUPS

FACE TO FACE INTERVIEWS

CUSTOMIZEDMETHODOLOGIES

CUSTOMIZEDMETHODOLOGIES

COMUNICATION TEST/ADV TEST

TRACKING/SCENARIO

Qualitative and quantitative researches


Profile BASIC

Socio-Demographic

variables

Profile PLUS

Behaviors

Values

Technologies (cyclicalupdates)

Profile PREMIUM

Socio-EmotionalAspects

Mind@Map

Niche Targets(high social class investors, professionals,

entrepreneurs, C-level managers)

Niche Targets(high social class investors, professionals,

entrepreneurs, C-level managers)

General Italian Population

General Italian Population

HQ24: web panel (Italy)

18.000 Panel members


HQ24: AD-HOC RESEARCH

ADV and research on product/communication

CONSUMER MIND

MONITOR

2 WORKWORKING

SESSION

AIRING

What? � demand� Brand e mktg mix� Impulse buy� ways to increment the

impulse buy

Basic Action2 focus groups +Mind Maps DB

Output� What do I have to do?� How?

What? � Mktg mix� Naming� Packaging / adv� Final Proposals

ToolsAdv Agency

Output� Communication� Proposal Output

Results

Gruppo 24 ORE collaborates with Emotional Marketing for the development of those research activities

PRE-TEST

What? Which is the effect of theproposal in the impulse buy

ToolsQuantitative Research

Basic actioncawi

OutputEffectivenessLevel


HQ24: AD-HOC RESEARCH

Gruppo 24 ORE collaborates with Emotional Marketing for the development of those research activities

Today emotionality influence between 70% and 95% of human beings and buy impulse: Emotional marketing allows to track emotonality of:

� Concepts. Emotional cloud of brands, products, concept, adv, website….

� Codes: colours graphics, audio, sounds

Brand “X”

Ideal?Brand “X”?

EMOTIONAL ANALYSIS


HQ24 AD-HOC RESEARCH

BRAND RESEARCH IS ABOUT CREATING DIFFERENTIATION IN THE MIND OF THE CUSTOMER, UNDERSTANDING WHY CUSTOMERS CHOOSE TO PURCHASE THOSE PRODUCTS.

Brand research involves a qualitative approach, employing one-to-one interviews with your most desirable customers and, when and where appropriate, using a qualitative approach (mainly focus groups).

Whether it is about a new or an existing brand, there are three questions each company should ask itself:

1. Is your message perceived correctly?2. Why do customers choose you over competing brands?3. Are you competing in the right market segment?

BRAND RESEARCH

Gruppo 24 ORE collaborates with Cielo Research for the development of those research activities


HQ24 GLOBAL COVERAGE

CIELO Research, the team member of HQ24, is partner of the global alliance:


HQ24 GLOBAL COVERAGE – AXIAL Research Alliance

Price driven

• Limited differentiation• Industry consolidation toward factory models

Limited insights

• Low cost position drives use of junior staffing• Factory model around high-volume, low-margin, off-

the-shelf products

Low business

value

• Inability to match "report data" to business need• Inability to match "report data" to decision process

“Large mega-firms have destroyed much of the creative spirit and client service.” The drive to lower prices means that these mega-firms “delegate day-to-day project management responsibilities as far down as possible, often to neophytes.” Frederic John, Mastercard at ESOMAR 2010 in Athens.

Axial Research is different. It is a partnership established by a group independent research companies, each retaining its entrepreneurial sprit. But Axial acts like one company with a common set of products rather than a disparate network of companies.


HQ24 GLOBAL COVERAGE – AXIAL Research Alliance

Axial Research: 950 People in 56 cities in 41 Countries


WE HAVE SIGNIFICANT RELEVANT HISTORICAL CONTEXT AND LOCAL EXPERTISE

America Europe MEA Asia-Pacific

Analitica 360 Insights BMi ACORN

LARC Cielo (with HQ24) Decision Support Arnold & Bolingbroke

MSW●ARS DYM Market I HANSA

Oxygen INFOFACT Marketers Rakuten

Perfil MASMI MASMI

Tempo Numsight SIA Insight


THANK YOU AND LOOKING FORWARD TO A GREAT…

CONTACT US

Domestic researchMichela Coin – Gruppo 24 OreEmail: [email protected]. : +39 335 6201180

International researchMarcello Sasso – Cielo ResearchEmail: [email protected].: +39 335 7043777

@

Via Monte Rosa 91 - 20149 Milan - ITALY

Hq24 & Cielo Research

Marketing

Transcript of Hq24 & Cielo Research