MRP-Eurasia: when Market Research goes beyond borders to... infinity!

 31/03/2015

As an aspirant Freelance Market Researcher, I'm daily conducting accurate studies of particular cases significantly inherent this sector.
Today it came to my attention MRP-Eurasia, a specialised service company incorporated in Moldova which is conducting consumer surveys within the Eurasian continent. Here is a map of the countries in which the business is having its research:

 

As it can be seen, they operate mostly in former Soviet Union territories, Eastern Europe and Balkan countries, with the addition of Mongolia. In total 32 countries where they operate with face to face data collection. Thier broad presence allows them to make expansion and wider-ranging plans, as they even operate with CATI procedure (Computer Assisted Telephone Interviewing) in German, English, Italian and French speaking countries, with the potential to extend their direct activity not only to Western Europe (probable short-term orientation) but even to nations in other continents natively speaking these languages.

Besides the amplitude of their geographical presence, the firm looks interesting for the vastness of different industries covered, with numerous associated and tailored research task.

A brief summary (source: MRP-Eurasia --> http://www.mrp-eurasia.com/market_research_industries) 

(light blue = sector; red = features of the sector) : 

Socio-economic research (Social and Political studies, Life-style insights)

Focus on establishment, affects widely everyday life

• Assessment of the socio - political situation
• Rating the trust towards political institutions
• Confidence rating of key politicians and public figures
• Electoral studies
• Value orientations and their population dynamics
• Dynamics of protest behavior

Health Industry

Integral part of modern life, strong competition but far from saturation 

• Market segmentation and study of target segments
• Exploring the needs of target customers
• Analysis of competition
• Mystery Shopping

Automotive Industry

Capacity growth and rapidly changing preferences

• Mystery Shopping
• Ethnographic interviews (behavior and preferences)
• Qualitative and Quantitative research
• Car Clinic
• Test drives (for experts and consumers)
• Understand target groups, including their lifestyle
• Evaluate the brand image
• Evaluate product/service satisfaction level
• Identify future needs

Pharmaceutics

Development of medicines and pharmaceutical market

• Specialised assistance from experts network for three target audiences:
• Patients
• Doctors/ medical specialists
• Key opinion leaders (KOL), the tender committee (payors), Ministry of Health

Electonics and Appliances

Technologies, products, consumer preferences and trends actively and continuously changing

• Market capacity (competitive advantage)
• Effectiveness of advertising
• Brand position in the market
• Market niches for new products (segmentation)

Telecommunications

Increasing importance and huge demand

• Product testing
• Testing of advertising campaigns and concepts
• Desk research of the industry trends
• Company image and brand research

Internet and IT

Decisive for success in business, competition and modern life issues

• Analysis of content on websites and blogs
• Research of Internet
• Testing portal usability
• Identify the latest trends in IT 

Retail

Internationally growing industry, always new players and new formats

• Monitoring sales of durable goods
• Quantifying the market volumes for retail goods
• Studying consumers

Media

Growing popularity of social networks and blogs

• media research online/offline
• media monitoring and measurement

Cosmetics and Perfumes

Strong growth, demanding customers and high relevance to appearance of products

• Testing of new and existing products (Monadic tests)
• Analysis of brand recognition (consumer attitude)
• Testing advertising concepts

Tourism and Travel

The most dynamic and competitive, highly susceptible to changes

• Analysis of tourist flows
• Analysis of attractiveness of certain areas/directions
• Research of consumer services
• Assessment of satisfaction with the services offered by airports and travel agencies

Banks and Insurance

High competition, huge financial disposability and investment in advertising, expansion and development

• Mystery Shopping
• Study of the existing and potential customers
• Analysis of the attractiveness of the brand
• Evaluation of image
• Testing advertising campaigns
• Study  of teh attractiveness of existing products and offers
• Identification and assessment of market niches for new products and services for targeting different audience

Fast Moving Consumer Goods (FMCG)

The most competitive and low-margin sphere, seasonal fluctuations (Food&Drinks, Tobacco, Alcohol)

• Testing of new and existing products
• Evaluation of the advertising campaigns and concepts
• Study of consumer preferences
• Segmenting customers and study of the target segments
• Satisfaction studies of consumer goods

Clothing 

Extremely rapid changes, heavy competition

• Assessing the potential of the brand
• Evaluation of the advertising campaigns and concepts
• Identification of price preferences
• Brand Loyalty
• Study  of the luxury clothing segment

A good freelance market researcher has to be ready to operate in each of these sector with a flexible attitude, with a keen sense of adaptation, wherever an "ordering the service" company needs him to focus on and whatever results are required to him. Maybe some markets are more attractive than others, but competitiveness is everything, everywhere. Deeply analyse in advance, get always ready and up-to-date, and you will be successful in your business career as much as in your life. That's what I aim for myself and I hope for everyone who is reading this article and finding it, even slighlty, interesting.

That's the Importance of Being a Market Researcher.
That's this blog.

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GIANLUCA NOCENT