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all2.pngResearch in Action differentiates itself from other organisations by offering purpose-designed research products in conjunction with traditional research methodologies. The company has developed two unique research techniques exclusively available to its clients: Visualiser™ and AdValue©.

Research in Action has also established Action Database©, the ultimate database of general consumers and farmers countrywide.

In-Touch© Agri Survey is South Africa’s unique Syndicated Agricultural Survey conducted telephonically every second month amongst Farmers countrywide.

Visualiser

Visualiser™ is a unique marketing research technique, which segments the South African consumer market both qualitatively and quantitatively. Visualiser™ provides marketers with fresh, leading-edge insight into the trends and positioning of their products and services, as well as those of their competitors. The Visualiser™ technique addresses the need for market-focused information and consultation, with a methodology design directly from an applied marketing perspective, rather than merely a marketing research approach.

By using a conceptualised and content specific visual database (pictures with associated meanings and brands), the developers of Visualiser™ are able to extract a range of versatile marketing applications from this multi-layered research technique.

Visualiser™ was developed over a period of more than 2 years. Initial work commenced in 1996 and the technique was completed in 1999 after extensive qualitative and quantitative evaluation of the model. A total of 24 visually described market segments have been identified in the developmental process.

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The content of each visual market segment covers an extensive range of quantified demographic, psychographic and consumer behaviour aspects.

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AdValue©

AdValue© is a unique advertising research technique, developed in 1996. It consists of a battery of 34 statements that are used to evaluate any print, radio, television and outdoor advertisements prior to release.

A factor analysis identified 5 groups of statements:

  • Attracts attention
  • Clear / understanding
  • Positive empathy
  • Negative empathy (negative correlation)
  • Indifferent / boring / aloofness (negative correlations)

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The technique also included likes and dislikes about the ads as well as a liking score. AdValue© can be used effectively for pre- as well as post-evaluation of individual advertisements or campaigns, with visual presentation of results for rapid analysis.

In-Touch© Agri Survey

In-Touch© Agri Survey is South Africa’s unique Syndicated Agricultural Survey conducted telephonically every second month amongst Farmers countrywide.

In-Touch© Agri Survey offers clients a fast, economical vehicle for measuring awareness, usage, competitor activity, ownership, perceptions, and profiles. We tailor questions to meet our clients’ specific information needs. It is also a very good way to test farmers’ opinion on topical and contentious issues. Respondents are scientifically selected from Research in Action’s national database of farmers, thus giving you statistically valid results. This is important for tracking or benchmarking.

Cost-effective:
The questionnaires contain questions for various clients, and clients only pay for those questions related to their product or area of concern.

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Quick Turn-around time:
Turn around time is extremely quick and results are available before the next wave goes into field. This enables clients to include follow-up questions.

Sample:
450 respondents randomly selected from Research in Action’s national database of farmers.

For more information visit:

www.intouchagri.co.za

Action DataBase©

red.pngActionDataBase© consists of more than 30 000 economically active farmers nationally. The database has been recruited over a number of years using various different sources and not just one list. It is also used for Research in Action’s unique In-Touch© Agri Omni Survey which is conducted telephonically every second month amongst farmers countrywide. Ongoing updating is done to ensure the list is up to date.

Action DataBase© is also used for Research in Action’s unique In-Touch© Agri Survey which is conducted telephonically every second month amongst farmers countrywide. Ongoing updating is done to ensure the list is up to date.