Millward Brown

About the company
Millward Brown is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of offline and online validated research solutions – both qualitative and quantitative – Millward Brown helps clients build strong brands and services.

Full service history
As a full service agency, Millward Brown offers research design, analysis and consulting advice in addition to sampling guidance and online fieldwork implementation.

Survey facilitation/analysis
We employ a variety of survey software including SPSS’s MR Interview and Dimensions packages. We also have access to a range of powerful data processing tools (including Quantum, Quanvert, Dimensions and SPSS). These solutions offer maximum flexibility and allow us to tackle any project, no matter how large or complex in scale.

Distinctive features
Millward Brown’s large scale and robust systems enable us to tackle projects both swiftly and accurately. We have access to a variety of sample sources to meet virtually any research need including both panel and nonpanel sources.

Track record
Since conducting the world’s first ever online advertising assessments in 1996, Millward Brown has been a pioneer in the field of online market research. In the last five years Millward Brown UK alone has conducted over 2 million web interviews, and our online activity continues to expand. 2006 was another record year as Millward Brown UK completed 750,000 online consumer interviews for 114 clients. In addition we conducted over 20,000 pharmaceutical web interviews across 15 different therapy areas, and over 10,000 business-to-business interviews.

Coverage
Over the past three decades, Millward Brown has grown to be one of the world’s leading research companies. With offices in more than 44 countries, we work with 70 of the top 100 global brands.

Type of contact
Our online expertise includes research amongst consumers (both adults and children) and specialist industries such as pharmaceutical and business customers.

Major research activities/formats supported
Millward Brown sources the majority of its internet sample though a Kantar owned internet sample provider – Lightspeed Research. Through Lightspeed and its preferred sample providers, Millward Brown has access to a vast global panel network covering the majority of the online world.

Millward Brown can also conduct ad-hoc sampling using a variety of techniques (e.g. from customer databases or as ‘re-contacts’ from other research studies).

Special techniques/branded offerings
The research for many core Millward Brown solutions can be conducted online:

LINK advertising pre-tests can be conducted online for all media from TV, press and poster ads through to online display ads and online video. These tests include unique features such as emotional traces for video ads and ‘click and zoom’ viewing for press and poster commercials.

Our widely used Dynamic Tracking studies monitor brand health and the effectiveness of marketing spend across all touch points using a flexible, modular design.

D&A (Demand & Activation) studies determine the most appropriate touch points to help build long-term demand and activate sales during the purchase process. The touch points covered include all major online influences such as websites, online advertising, search and blogs.

Dynamic Logic offers an online results interface for brand effectiveness studies, in addition to an online subscription service to benchmark and plan online campaigns using MarketNorms®, an ad effectiveness database including more than 4.6 million respondents.

BrandDynamics studies evaluate brand health and imagery across a category to determine the optimal positioning for that brand.

Active Selector studies provide screening research for concepts of TV ads, other ad types, packaging and other concept issues. It employs cutting edge internet technology in a qualitative/quantitative design.

Training/technical support
We offer learning sessions and seminars to share our research knowledge about key topics with clients. In addition, Millward Brown offers a full range of training options on research solutions via in-person and web-based trainings.

Typical projects
Size: 100–1000 interviews per project/wave.
Scale: National or international. Regionally targeted studies are also feasible within individual markets.
Specialist targets: Most of our research targets groups of consumers, including:

• users and choosers of certain products
• key decision makers/ influencers (on B2B studies)
• sample captured via client-supplied databases
• doctors for pharma studies (all major therapy areas covered)