Conquest

Online Research Buyers' Guide
sponsored by Ciao Surveys

www.conquestuk.com

About the company
Conquest is one of the UK’s leading independent research companies. Our online brand research delivers clients real competitive edge because it is led by leading-edge thinking about brand communication. It goes beyond insight, leaving the client with a clear idea of what to do next. We call it Sharp Vision.

We believe that online offers a new opportunity for brand research, particularly if we want to get below the surface of consumer response.

MetaphorixTM
Emotions power much of our brand choice: engagement with brands is all about emotion. Brand emotions are simple unconscious impulses towards behaviour, and therefore questions about brands and advertising should encourage an intuitive response. Our unique MetaphorixTM approach employs visual representations of metaphors to access customers’ immediate emotional responses – avoiding the over-rationalisation inherent in traditional question formats and providing a more direct route into emotion. In parallel, our brand disposition and brand image measures provide insight into the relationship between engagement, brand consideration and brand choice.

Online offers the ideal research environment to measure emotional response to brands, because consumer response online is spontaneous and unmediated by interviewer bias. Online also makes it possible to test many more routes/expressions than would be feasible using face-to-face methods.

Track record
Conquest conducts more than half of its quantitative brand research studies online, including brand tracking, concept testing, packaging and brand positioning studies. We are committed to the application of leadingedge online technologies to our brand research products.

Coverage
Worldwide.

Type of contact
Conquest works across a wide range of consumer markets, including fmcg, durables, retail and services.

Online products/services offered
Conquest offers online technology within four key brand research products:

tracking brands and marketing communications via the Brand Health Monitor
assessing the impact of packaging change through PackQuest
offering cost-effective idea screening of new products via ConceptQuest
obtaining rapid feedback on new product launches through LaunchQuest.

Technical support
In the UK, we draw our sample from a dedicated internet panel of 850,000. Participation in the study is by email invitation only, and respondents are fully screened using masked questioning. We adopt strong quality procedures when undertaking online research to insure against ‘professional’ respondents and those completing in an inappropriate manner (e.g. completing a 15-minute survey in 4 minutes). It is standard practice that respondents receive a small incentive to complete a survey and there is a limit on how many surveys they may complete within a given period. All surveys are hosted on encrypted sites that provide a safe and secure environment.

Online data reports are available continuously via a bespoke client interface on Conquest’s secure server.

Contact details
Melanie Cameron
Conquest Research
Colet Court
100 Hammersmith Road
London W6 7JP
UK

Tel +44 (0)20 8834 0900
Fax +44 (0)20 8834 0901
Email conquest@
conquestuk.com

www.conquestuk.com