Line of business

Media research

Our Media Research Department is the market leader in press, radio and outdoor researches. We examine the media as instruments and the audience of the media as consumers. We take each media instrument into account; we survey the usage of the press, the radio, the outdoor instruments as well as the television, the Internet, the cinema and the video/DVD. Beside our ad hoc researches we have conducted a comprehensive national media analysis since 1991. Our own media planning and optimizing software have been used by the leading Hungarian media and advertising agencies for years, so we can say that we have a wide-scale partner network all over the media world.  

Media research products:

National Media Analysis

National Media Analysis has been conducted for 13 years. It is a standardized and continuous media survey that provides an overview about the media usage habits of different segments within the Hungarian population concerning press, radio, TV and Internet and also about the lifestyle characteristics of the different population groups. In Hungary it is the biggest volume, market-based, continuous population survey. Sample consists of more than 31.000 persons annually; data collection is done with the most modern interviewing method (CAPI).

Media involved in the research:

  • press (dailies, weeklies and bi-weeklies, monthlies and bi-monthlies) readership,

  • audience of  national radio stations,

  • viewing of national TV channels,

  • Internet access and usage,

  • cinema,

  • teletext,

  • renting video cassettes.

 

Methodology

Research method is face-to-face in-home interviews, since July 2004 by CAPI, using a standardized questionnaire. Concerning press we use the recent reading method that is based on the last time of reading. A reader per issue (RPI) is a person who has read the given paper within its publication frequency. Internet portals are handled as dailies. As far as television and radio are concerned we use the yesterday method. National Media Analysis is coupled with Radio Diary which we leave at the respondent for one week and ask him/her to complete it.

 

Sample description

Interviewing each month 2610 Hungarian residents using a national representative sample (aged 14+). Sample size is more than 31.000 annually. We use an even sample on daily level so each day of a week can be analyzed.

 

Research results

General media usage characteristics (press reading, radio listening habits, TV channel reception, attitudes towards advertisements, teletext, cinema, video cassette usage).

Press reading (reading frequency, last time of reading, information about almost 150 press products)

Radio audience (frequency of radio listening, radio listening by quarterly breakdowns, national radio stations)

TV viewing (reception of TV channels, watching TV on an average day, national TV channels)

Internet usage (access, general usage and purpose, time spent online, online shopping, audience of major web-pages)

Demographic and life-style characteristics, financial status (sex, age, income, dwelling, ESOMAR status, education, occupation, areas of interest, free time, household equipment).

 

Forms of data presentation

Results always consist of aggregated data of six months. Data are updated quarterly.

Data are available in several forms according to our Clients’ needs:

TABLES: the main data of the survey are presented in tabular form (PDF) on CD.

DATABASE: it enables analyzing and planning in the MediaNavigator software developed by Ipsos Insitute.

DATABANK SERVICE: we collect the information that exactly meets the individual demands of the Client. Data are available either in tabular form or in form of a written analysis.

 

Related products
MediaNavigator
Radio Diary
RadioNavigator

MediaNavigator

Multimedia analyzing and planning software that is an own development of Ipsos Insitute and provides access not only to the data in the National Media Analysis, but other research results as well.

 

Software objective

MediaNavigator replaced the Poppy media planning software that was well-known among advertising/media professionals. Objective of the MediaNavigator developed by Ipsos Insitute is to assist the work of agencies, media owners and advertisers enabling the analyzing and planning of various media. Today it is an indispensable tool at all significant media agencies.

 

Software usage

The services of Ipsos Insitute include the installation of the software and the training of the users. The appearance of the software is similar to Windows in order to make the usage easier. It enables the analyzing (frequency, cross-table) and also planning (ranking, campaign evaluation, optimization) of different media. Besides this, the target group editing and modeling has become simpler too.

 

Software features

  • modular structure,

  • effectiveness research of advertising campaigns and model calculations are also available,

  • optimizing campaign planning calculations are also incorporated,

  • contains target functions for media planning,

  • calculates all indices used in international media-statistics,

  • results are presented in tables that can be rearranged, printed and saved in Excel form.

 

Data loaded into the software

  • Main data source is the National Media Analysis survey.

  • In a separate module (RadioNavigator) the results of Radio Diary and also the Local Radio Stations Survey are accessible.

  • Media Analysis of Business Decision-makers and that of the Youth can be analyzed with the software.

  • Results of MediaNavigator Plus researches can also be loaded into the software.

 

Related products

National Media Analysis

MediaNavigator Plus

MediaNavigator Plus covers the individual, ad-hoc research of press products that can not be researched on the population sample of the National Media Analysis. The, in standardized form, presented results are brought to media agencies in our software.

 

Research objective

Research objective is to gain information about the audience of important specialist periodicals – aimed at specific target groups – that cannot be researched on a national representative sample and provide both publishers and agencies with credible data.

 

Media involved in the research

  • papers that are circulated in small quantities,

  • papers covering special topics,

  • specially circulated papers,

  • papers having a narrow, specific reading audience.

 

Methodology

Data collection is performed in line with the characteristics of the paper and the Client’s requirements.

Data collection techniques:

  • on a national representative or target group sample;

  • on a sample drawn up from a subscriber list;

  • using a self-completing questionnaire published in the paper.

 

Sample description

We create the sample according to the characteristics of the medium and the data collection technique.

 

Research results

  • Demographic characteristics (sex, age, education, settlement type, occupation, income);

  • Usage habits and attitudes towards the paper (regularity of reading, way of reading, getting the paper, opinions about the paper and the columns);

  • Special information adjusted to the topic of the paper and the characteristics of the audience (ad-hoc).

 

Forms of data presentation

Data are available in several forms according to our Clients’ needs:

  • DATABASE: data are loaded into a separate module of the MediaNavigator software developed by Ipsos Insitute, which provides media agencies with a complementary analyzing and planning opportunity.

  • RESEARCH REPORT: the main data of the research are presented in form of tables, graphs and a written analysis on CD. It can also highlight interrelationships that can contribute to the work of publishers.

 

Related products
National Media Analysis

 

Radio Diary

With the results of a diary method survey connected to the National Media Analysis the audience of radio stations can be studied in quarterly breakdowns.

 

Research objective

Objective of the Radio Diary is to survey the listenership of different radio stations in detail and their audience in quarterly breakdowns.

The media involved in the research: national and bigger local radio stations.

 

Methodology

Data collection is part of the National Media Analysis using a self-completing questionnaire. We leave the questionnaire at the respondent for one week and ask them to mark in which time period which radio station do they listen to.

 

Sample description

Interviewing more than 31.000 persons annually using a national representative sample (15+). Data collection is continuous, same sample size is used in each month.

 

Research results

  • Radio listening (frequency of radio listening, radio listening in quarterly breakdowns, program-centred analysis, national and local radio stations);

  • Demographic and life-style characteristics, financial status (sex, age, income, dwelling, ESOMAR status, education, occupation, areas of interest, spare-time, household equipment).

 

Forms of data presentation:

Results are published on a monthly basis. Data are available in several forms according to our Clients’ needs:

  • TABLES: the main data of the survey are presented in a tabular form (PDF) on CD.

  • DATABASE: data are loaded into a separate module of the MediaNavigator software, RadioNavigator, developed by Ipsos Insitute, which provides an analyzing and planning opportunity.

  • DATABANK SERVICE: we collect the information that expressly meets the individual demands of the Client. Data are available either in tabular form or in form of a written analysis.

 

Related  products

National Media Analysis
MediaNavigator
RadioNavigator
Local Radio Stations

RadioNavigator

As an individual module of MediaNavigator it enables the analysis of the Radio Diary data.

Software objective

As part of MediaNavigator, developed by Ipsos Insitute, RadioNavigator is aimed at contributing to the work of agencies and media owners by the detailed analysis of different radio station audiences.

 

Usage of the software

The services of Ipsos Insitute include the installation of the software and the training of the users. The appearance of the software is similar to Windows in order to make the usage easier. It enables the analyzing of different radio station audiences (frequency, cross-table) and the creation of different analyses (full day analysis, program-centred analysis, post-buy analysis, cross listening, wandering). Besides, target group editing and modelling has also become simpler.

 

Software features

  • The radio listening data of the surveyed radio stations can be analyzed from several aspects;

  • Results are presented in graphs and tables that can be rearranged, printed and saved in Excel form

 

Data loaded into the software

  • Main data source of the software is the Radio Diary database connected to the National Media Analysis.

  • The Local Radio Stations Survey database can be analyzed in the same module.

 

Related  products

Local Radio Stations Survey
MediaNavigator

Local Radio Stations Survey

The survey is conducted three times a year. It provides radio listening data of several municipal and local radio stations loaded into the RadioNavigator analyzing software.

Research objective

Objective of the Local Radio Stations Survey is to provide both owners and agencies with data about regional and local radio stations that can not be surveyed in a national sample.

 

Media involved in the research

  • radio stations of county seats,

  • other towns,

  • and Budapest.

 

Methodology

Data collection method is telephone interviews (CATI) in three waves (January, May and September). During the data collection we use the Day-After-Recall method. In the interview the activities and the radio listening during these activities on the day before the interview are surveyed. A quarter-hourly breakdown of the data is given.

 

Sample description

Sample size is 500 persons per town (region) and wave. The target group of the survey is the 15-49-year-old Hungarian population.

 

Research results

  • Radio listening (frequency of radio listening, radio listening in quarterly breakdowns, concerning all radio stations of the given town/region, both for national and local radio stations);

  • Demographic characteristics (sex, age, ESOMAR status).

 

Forms of data presentation

Data are available in several forms according to our Clients’ needs:

  • TABLES: the main data of the survey are presented in tabular form (PDF) on CD.

  • DATABASE: data are loaded into a separate module of the MediaNavigator software, RadioNavigator, developed by Ipsos Insitute, which provides an analyzing and planning opportunity.

 

Related products

Radio Diary
RadioNavigator

Media Analysis of Business Decision-makers

Premium research conducted in every two or three years about a group which is very difficult to approach, but is highly important from a marketing communication point of view. Information about their media usage and life-style is available for our Clients in the MediaNavigator software.

 

Research objective

Objective of the Media Analysis of Business Decision-makers survey is to present the media usage and life-style characteristics of a narrow, but, as far as purchasing power is concerned, highly important group. The survey seeks to answer  the following question: through what kind of media can those persons be reached who have great influence on the purchasing, acquisitions or investments of companies and other institutes either because they are owners or in a decision-making position.

 

Media involved in the research

  • press (dailies, weeklies and bi-weeklies, monthlies and bi-monthlies) readership;

  • listening to national radio stations;

  • watching national TV channels;

  • Internet access and usage.

 

Methodology

We conducted such a survey in 2000 for the first time that was followed by the second data collection wave in 2003. We plan to carry out the next wave in 2006. Data collection method is personal interview.

Concerning press we use the recent reading method that is based on the last time of reading. A reader per issue (RPI) is a person who has read the given paper within its publication frequency. Internet portals are handled as dailies. As far as television and radio are concerned we use the yesterday method.

 

Sample description

In 2003 we interviewed 3000 persons. Respondents should fulfil the following criteria of a business decision-maker: speaks Hungarian; is between 25 and 65; is appointed at senior level or owns a company; decides on a significant amount of investment and has at least 6 subordinates.

 

Research results

  • Field of activity of the business decision-maker, characteristics of the industry (sector, economic form, ownership status, activity of the business decision-maker within the company);

  • Business decision makers and company acquisitions (decision responsibility, role played in acquisitions, future investments);

  • Media usage habits of business decision-makers (most credible media type, press readership, radio listening, TV watching, Internet usage);

  • Personal consumption, financial status of the business decision-makers (available or planned household assets);

  • Demography, life-style characteristics (sex, age, income, dwelling, ESOMAR status, education, occupation, areas of interest, spare-time activities).

 

Forms of data presentation

Data are available in several forms according to our Clients’ needs:

  • TABLES: the main data of the survey are presented in tabular form (PDF) on CD;

  • DATABASE: data are loaded into the MediaNavigator software, developed by Ipsos Insitute, which provides an analyzing and planning opportunity;

  • DATABANK SERVICE: we collect the information that exactly meets the individual demands of the Client. Data are available either in tabular form or in form of a written analysis;

  • COMPREHENSIVE REPORT: analyzes all information of the research with graphs and a written analysis.

 

Related products

National Media Analysis

Media Analysis of the Youth

This research, conducted every two or three years, provides credible information about the media usage and life-style of a special group – the 8-14-year-old youth. Database is loaded into the MediaNavigator software.

 

Research objective

Objective of the Media Analysis of the Youth is to survey the media usage habits of the youth, who are sensitive to advertisements and very important from a media planning point of view. In 2002 for the first time in Hungarian media research history a comprehensive survey about the media usage of children and young teenagers was carried out.

 

Media involved in the research

  • press (dailies, weeklies and bi-weeklies, monthlies and bi-monthlies) readership;

  • favourite TV channel and radio station, watching and listening to them (frequency);

  • Internet access and usage.

 

Methodology

The research was conducted in 2002 by face-to-face in-home interviews. The child in the sample and also one of his/her parents were interviewed.

 

Sample description

The examined target group is the 8-14-year-old youth. In 2002 we interviewed 2000 persons on a national representative sample.

 

Research results

  • Media consumption habits (reading papers, reason for reading, liking of papers, favourite TV channels and radio stations, computer usage, internet usage, visiting sites aimed at children);

  • Spare-time activity (spending pocket money, influence on family acquisitions, listening to music, reading, sport, shopping malls, cinema, disco, fast-food restaurants);

  • Attitudes towards advertisements (reception of advertisements, popular advertisements, persuasion effect, positive/negative effects, disturbing advertisements);

  • Demographic data.

 

Forms of data presentation

Data are available in several forms according to our Clients’ needs:

  • TABLES: the main data of the survey are presented in tabular form (PDF) on CD.

  • DATABASE: data are loaded into the MediaNavigator software, developed by Ipsos Insitute, which provides an analyzing and planning opportunity

  • DATABANK SERVICE: we collect the information that exactly meets the individual demands of the Client. Data are available either in tabular form or in form of a written analysis.

 

Related products

National Media Analysis

 

Special Plus®

Special Plus® is aimed at the planning and optimizing of outdoor billboard and city-light campaigns. It is an own development of Ipsos Insitute.

 

Research objective

Special Plus® objective is to enable the most accurate site-level planning of outdoor campaigns, being the outdoor planning and optimizing software of Ipsos Insitute.

 

Media involved in the research

Outdoor tools:

  • billboards;

  • city-lights;

  • vehicle advertisements.

 

Databases of the software

  • ROUTE DATABASE, PERSONAL DATABASE: contains the routes (travelling habits) of the persons in the sample that is collected by face-to-face interviews.

  • SITE DATABASE: contains the co-ordinates of the sites.

  • CONTACT DATABASE: is created by connecting the two other databases. It indicates the contact between the persons and the sites encountered during their routes.

 

Sample description

  • ROUTE DATABASE: it contains data about 16000 persons who represent the population of Budapest and the towns with more than 25000 residents. Database is regularly updated.

  • SITE DATABASE: contains co-ordinates and characteristics of almost 20000 sites in 44 towns.

 

Research results

  • Demographic data (sex, age, education, type of settlement);

  • Site data: routes (means of transport used, direction, distance from the site).

 

Software features

  • Campaign group creation;

  • Manual planning (site-by-site);

  • Optimizing.

 

Forms of data presentation

  • DATABASE: loaded into our own developed software.

  • DATABANK SERVICE: we also fulfil orders for individual, ad-hoc plans.

 

Subscribers to the Special Plus®

 

Related  products

POSTerTEST®

 

Special Plus®

Special Plus® is aimed at the planning and optimizing of outdoor billboard and city-light campaigns. It is an own development of Ipsos Insitute.

 

Research objective

Special Plus® objective is to enable the most accurate site-level planning of outdoor campaigns, being the outdoor planning and optimizing software of Ipsos Insitute. 

 

Media involved in the research

Outdoor tools:

  • billboards;

  • city-lights;

  • vehicle advertisements.

 

Databases of the software

  • ROUTE DATABASE, PERSONAL DATABASE: contains the routes (travelling habits) of the persons in the sample that is collected by face-to-face interviews.

  • SITE DATABASE: contains the co-ordinates of the sites.

  • CONTACT DATABASE: is created by connecting the two other databases. It indicates the contact between the persons and the sites encountered during their routes.

 

Sample description

  • ROUTE DATABASE: it contains data about 16000 persons who represent the population of Budapest and the towns with more than 25000 residents. Database is regularly updated.

  • SITE DATABASE: contains co-ordinates and characteristics of almost 20000 sites in 44 towns.

 

Research results

  • Demographic data (sex, age, education, type of settlement);

  • Site data: routes (means of transport used, direction, distance from the site).

 

Software features

  • Campaign group creation;

  • Manual planning (site-by-site);

  • Optimizing.

 

Forms of data presentation

  • DATABASE: loaded into our own developed software.

  • DATABANK SERVICE: we also fulfil orders for individual, ad-hoc plans.

 

Subscribers to the Special Plus®

 

Related  products

POSTerTEST®

 Loyalty 360°®

The product has been developed in order to give an overview about the full and complex relationship between the consumer and the media.

Research objective

Objective of Loyalty 360°® is to examine a medium’s relationship to the consumer presenting how the product should be optimized for the end users in the most effective way and how the loyalty of consumers can be preserved.

 

Media involved in the research

  • Any kind of media

 

Methodology

Methodology had been originally developed by Ipsos-ASI and it was adapted to domestic characteristics. Data are collected by face-to-face interviews and than several models are drawn up.

Data are collected by using both qualitative and quantitative methods.

 

Sample description

Sample size depends on the target group and the media involved in the research.

 

Research results

  • Brand perception

  • Satisfaction with the product

  • Comparison of price, content, value and competitors

 

Forms of data presentation

  • RESEARCH REPORT: the main data of the survey are presented in form of tables, graphs and a written analysis (PDF) on CD.

  • DATABASE: data are loaded into the SzondaTrack analyzing software that enables us to analyze different target groups or, if there is more than one wave, to follow the tendencies.

 

Impact 360°®

The research examines the effects of the different media types during the campaign.

Research objective

Objective of Impact 360°® is a detailed examination of how the given media type contributes to the short-term (recall) and long-term (persuasion) success of a brand.

 

Media involved in the research

  • Any type of media

 

Methodology

Methodology had been originally developed by Ipsos-ASI and it was adapted to domestic characteristics. Data are collected by face-to-face interviews and than several models are drawn up.

Data are collected by using both qualitative and quantitative methods.

 

Sample description

Sample size depends on the target group and the media involved in the research.

 

Forms of data presentation

  • RESEARCH REPORT: the main data of the survey are presented in form of tables, graphs and a written analysis (PDF) on CD.

  • DATABASE: data are loaded into the SzondaTrack analyzing software that enables us to analyze different target groups or, if there is more than one wave, to follow the tendencies.

 

Kiosk Insight

The product that consists of both qualitative and quantitative methods presents the process of newspaper buying, motivations and decisive factors.

Research objective

Kiosk Insight reveals the newspaper buying process by using both qualitative and quantitative methods.

 

Media involved in the research

  • Any kind of paper

 

Methodology

In order to see into the head of consumers we need to apply participating observation (revealing the characteristics of the place and mode of buying) as a qualitative method and face-to-face interviews on the premises (revealing the consumers’ decisions) as a quantitative method.

 

Sample description

Sample should be created on the basis of buyers and shops. To do this, circulation data and target group characteristics are necessary, so the settlements and the number of interviews can be determined properly.

 

Research results

  • Observation results (quality of the premises and the shop, settlement size, average number of buyers, type of shop, how many and what kind of papers the respondent buys, how does he/she decide).

  • Results of the face-to-face interviews (demography, reasons, circumstances, aims of the purchase, motives of the decision, frequency of visiting the shop, relationship to the paper).

 

Forms of data presentation

RESEARCH REPORT: the main data of the survey are presented in form of tables, graphs and a written analysis on CD. It helps to understand the paper buying process and suggests sales promotion tools that can enhance sales, help to see into the head of the consumers and make it easier to make strategic decisions.

 

Szonda Track

Szonda Track is an own development of Ipsos Insitute. It provides our Clients with the opportunity to analyze the data and information from a research conducted by us without any specific statistical knowledge.

Szonda Track provides users with various, sovereign analyzing opportunities - first of all in the case of advertising and music research. The software is able to handle the different advertisements and target groups so the judgement of a given advertisement or music montage can be analyzed within any kind of target group.

Szonda Track provides flexibility since any kind of target group or advertising/music group can be created and this enables the thorough examination of the liking of various music or advertisement types.

In the analyzing module of the software users can create frequencies and cross-tables with individual settings.

Szonda Track can present the results not only in tabular form, but with graphs, too, so it can be useful for presentations. Both tables and graphs can be formatted according to the needs of the users.

The software provides linkage to the MS Office programs so the Szonda Track results can be used either in PowerPoint or in Excel.

Naturally, not only music or advertisement researches can be loaded into the software, but results of any other kind of ad-hoc research. We suggest it first of all in the case of such researches that contain not only dichotomous (yes or no answers), but also ordinal (1-5 scale) questions.

 

The purpose of research into various branches of the media is to explore the attributes of individual media sectors, primarily with a view to the effectiveness of advertising.

 

Yes! Radio!

  • The objective of the two Yes! Radio! research projects that have been conducted so far is to highlight the advantages of the radio in terms of advertising and cost effectiveness.

  • The disadvantage of lack of imagery in radio ads is not as big as one could presume.

  • The campaign costs of ads – with an identical reach – are just as important for advertisers as the Recall rate.

The main conclusions of the Yes! Radio! research by Ipsos Insitute:

  • Radio spots are three times more (cost) effective than TV spots.

  • The average Recall rate of a radio spot is: 55 %

  • The average Recall rate of a TV spot is: 67 %

  • An average radio spot represents 82 % of an average TV spot

  • The spontaneous and prompted brand recall measured in background radio listening scores 54 % on average.

The power of written word

  • Purpose of the research: highlighting the advantages of the printed press from the viewpoint of advertising and cost effectiveness

  • Supporting the authenticity of the written word

The main conclusions of the The power of written word research by Ipsos Insitute:

  • Advertising attitudes are the most positive towards the printed press

  • Among campaigns launched with the same budget, the media mix that also covers the press produces a 20 % stronger recognition value

  • The press yields a 13 % higher attribution rate in multi-media campaigns

  • The recall rate is significantly better in higher social groups (people with a degree, AB status) if the campaign is also featured in the press

  • The press will add value to campaigns

 

For further information, please contact: Tamás Perjés (476-7713, tamas.perjes@ipsos.com)

 

DIRECT MARKETING sectoral research has been conducted twice, for the years 2006 and 2007 

  • The increasing weight of classical and new DM tools requires an overall survey into this professional field together with an estimate of the market size, similarly to ATL tools

  • Stop-gap research into opinions about the DM market, its turnover and the effectiveness of its tools

  • The research was conducted upon commission by the Direct Marketing Association

Main research topics:

  • The size of the DM market

  • Advertisers of the DM market according to sectors

  • B2B in DM

  • B2C in DM

  • Opinions of the market about DM tools

               Addressed (personalised) mailings

               Non-addressed mailings

               Telemarketing

               Mobile marketing

               E-mail marketing

  • Opinions of the population about DM tools

  • Comparison of DM to ATL tools

  For further information, please contact: Barna Kovács (4767-702, barna.kovacs@ipsos.com)

 

CONTACT outdoor audience measurement system 

Tools for effective usage of outdoor advertisements

 

  • For media owners: outdoor planning and optimising software, outdoor campaigns effectiveness measurement.

  • For advertisers : campaign auditing, outdoor campaign effectiveness

.

CONTACT system main elements :

  • POSTerTEST outdoor campaign impact measuring, impact analysis software

  • Special Plus is a site-level outdoor planning and optimisation software

  • Outdoor Mapping – simulation module

 

The per-unit contact required for contact measuring was determined jointly by outdoor professionals and Ipsos Insitute along professional aspects, therefore, it is based on a market consensus, as an outdoor meter.

 

Data collection methods : 

Monthly research survey method conducted with the interviewees face-to-face (CAPI) at home, supported by touch-sensitive screen laptops and recorded with digital maps.

In the course of the individual interviews, it is of course possible to ask questions about the demographic and income variables that are required for producing target groups. On the basis of the received route answers, it is possible to determine the target group reach of a specific outdoor campaign. 

Special Plus planning and optimisation software

The Special Plus programme assists outdoor planning, allows for drawing up – either manually or automatically - a campaign plan at an optimal site level, provided that appropriate planning parameters are available, and helps to evaluate the campaign effectiveness through campaign indices (GI, GRP, CPT etc.) that are adopted and widely used in media planning. The campaign results can be analysed on maps, tables and charts.

The Special Plus indices are as follows: ReachN, Reach%, GI, GRP, OTS, Affinitás, CPT etc.

For further information, please contact: Bálint Hantosi (476-7703, balint.hantosi@ipsos.com

 

gemius/Ipsos Audience (gIA)

The gemius/Ipsos Audience online audience measuring research is conducted by Ipsos Insitute in cooperation with Gemius Hungary. The research is represented in Hungary by Ipsos Insitute.

The research companies launched this new audience measuring service in 2006, on the basis of the Cookie Panel (earlier known as Pop-up Panel) approach, developed by the international Gemius group. The research measures the traffic of Hungarian web pages as well as the social-demographic composition of the visitors through measuring codes and attached pop-up questionnaires.

In the spring of 2007 the project was supplemented with Software Panel, a new audience measuring solution, which is able to measure the audience data of web pages independently from the measuring codes. Today, the software panel already has more than 4000 members, and gives a true, representative picture of Internet users above the age of 15. 

Created through data fusion out of two panels, Fusion Panel is an extremely effective and reliable source for mapping the Internet audience. The database - covering data on more than 1500 web pages and updated on a monthly basis - is accessible for the users via the gemiusExplorer software.

Daily updated, raw traffic statistics on the pages involved in measuring code/popup measuring: opa.gemius.hu Monthly data on individual visitors for 1500 web pages: audience.gemius.hu

For further information, please contact: Márton Kovács (4767-704, marton.kovacs@ipsos.com)

Kid.comm

Stop-gap research into relations among children aged 8-14, about their role in shopping-related family decisions, about their consumption and media usage habits as well as about their attitude to new technologies and ads.

The purpose of the research


The purpose of Kid.comm is to survey the media usage habits, the overall communication habits, as well as the demographic, product-purchasing and consumption-related characteristics of young people, who are open to advertisements and are becoming a more and more important social group from the viewpoint of media planning.

The research method

The research was conducted in the spring of 2008 on a 2000-person sample, through personal interviews in the homes of the target persons. Interviews were made both with the sampled children and with one of their parents. A communication log was also kept in addition to the questionnaire in order to record communication between the persons as well as media consumption on a daily level.

The target group covers young people aged 8-14. The research was conducted by interviewing 2000 persons on a national, representative sample.

Topics covered by the research

Manners of gathering information
General media consumption habits, attitudes
Social contacts, network and communication
Usage of time, spending leisure time
Consumption and purchasing
Consumer behaviour and attitude
Brand awareness and brand evaluation

Forms of data communication

The data are accessible in various forms, as requested by the Client:
Study: discloses the research results in the form of a textual analysis (both word and ppt), supplemented with tables and charts.
DATABASE: offers further opportunities for analysis if fed into the MédiaNavigátor software developed by Ipsos Insitute.

For further information, please contact: Kovács Barna (4767-702, barna.kovacs@ipsos.com)

 

  Media 360° Toolbox

Media 360° Toolbox is an Ipsos media brand product group. The Media 360° Toolbox modules give an answer to the question of how the media - as a brand - is operating in comparison with the competitors. It helps in getting to know the strengths, the weaknesses, the brand value, the substitutability and the acceptance of the price of the given medium.

·                              What does it give to media owners: optimised brand value

·                              What does it give to media planners: optimal media mix support

·                              What does it give to the advertisers: effective advertising costs (Return on Investment – ROI)

Defining the operation, the impacts and the effectiveness of the media and – parallel with this – optimising the Return on Investment (ROI) and the ideal media mix requires a more and more complex approach by all players of the communication industry (advertisers, media owners, agencies, research companies).

The Ipsos Media 360° Toolbox – covering all standard research methods applied at an international level – offers a solution to these new challenges. Impact 360° surveys the effectiveness of various media tools. Brand Personality 360° and Brand Health 360° provide the clients with a considered judgement of, as well as a diagnosis and a market situation survey of media brands. Price 360° covers changes in product prices and their impact on the market. PSM 360° offers assistance in determining the price level of new products.

An effective tool for managing media brands. It is recommended in any phase of the life cycle of brands.

·                              Before marketing strategic decisions

·                              Brand positioning

·                              Exploring a market niche

·                              Brand optimisation

·                              Analysis of the variables determining the competitive edge of the brand

·                               

A modularly structured research. The modules are as follows:

To work out a positioning strategy

Main components: brand personality, external design of the brand, positioning attributes

To explore brand value and buyer loyalty, to determine the competitive edge

Main components: Brand Loyalty, Brand Equity, Involvement

Effectiveness survey of multimedia campaigns, developed for media planners and buyers

Building a complex effectiveness model

Based on: Reach, Recall/Recognition, ROI

Philosophy: knowing the Rating-value is no longer enough for the media mix regarded as effective today

An effective tool for price positioning

The price is analysed in interaction with other marketing mix elements

Building a simulation model: the frequency of purchases is forecast for various product offers and price levels

Main components: price flexibility, interaction between competitors, purchase situations

 

For more information, please contact: Tamás Perjés (476-7713, tamas.perjes@ipsos.com)

   

Outdoor Mapping is a special, outdoor simulation service by Ipsos Insitute.

The system applies the most advanced tools of spatial informatics (GIS) in order to model outdoor movements and travel habits.

The database – relying on the sample representing the adult population of Budapest and 43 provincial towns – covers the travelling habits of almost 20,000 people within the town, directly recorded on a digital map.

The most important ways of using the simulation system are as follows: simulating the audience data of special, static surfaces, simulating the audience data of mobile devices, including rail-guided tools and those running on variable routes, simulating the data of traffic junctions, providing traffic data for districts or towns, marking out and optimising outdoor points of sale.

Data collection:

Same as the Special Plus data collection

 

For further information, please contact: Bálint Hantosi (476-7703, balint.hantosi@ipsos.com)