Research in Action differentiates itself from other organisations by offering purpose-designed research products in conjunction with traditional research methodologies. The company has developed various unique research techniques exclusively available to its clients: Visualiser™, In-Touch© Agri and AdAction©. Research in Action has also established ActionDataBase©, the ultimate database of farmers countrywide.
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. The content of each visual market segment covers an extensive range of quantified demographic, psychographic and consumer behaviour aspects.
Visualiser™ application include the following:
- Market and Product Segmentation
- Brand / Product Positioning
- Identifying and describing Target Markets
- Brand Movement
- Multi-level Brand Association
- Monitoring Competitor Strategies
- Creative Application (i.e. pack design)
- Ad Testing and Media Match
- Trends in Consumer Behaviour
- Lifestyle descriptions
- Broader Societal Impacts
- Recruitment for Qualitative Research
- Stimulus application in Groups discussions
- Direct Marketing Applications
- Marketing Opportunities
AdAction© is a unique advertising research technique, developed in 1996 in South Africa for the Unique South African market. It consists of a battery of 34 statements that are used to evaluate print, radio, television and outdoor advertisements. AdAction© can be used effectively for pre- as well as post-evaluation of individual advertisements or campaigns, with visual presentation of results for rapid analysis.
A factor analysis identified 5 groups of statements:
- Attracts attention
- Clear / understanding
- Positive empathy
- Negative empathy (negative correlation)
- Indifferent / boring / aloofness (negative correlations)
The technique also included likes and dislikes about the ads as well as a liking score.
ActionDataBase© 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.
In-Touch© Agri Omni 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.