U&A 2.0

U&A 2.0 is a comprehensive approach to strategic and segmentation research that allows to collect exhaustive information about the market and the category. U&A 2.0 may include 2-4 research modules.

Module 1.

Identifying socio-demographic and core behavioral characteristics of the target audience via representative quantitative research. The recommended data collection method is CATI interviews on a random sample of mobile numbers.

Module 2.

Understanding the context of the category and generating hypotheses to be verified at the quantitative phase. Data collection can be carried out using focus groups, individual in-depth interviews or online forum.

Module 3.

Studying of consumer behavior and attitudes in the large-scale quantitative survey covering all consumer segments. Data collection can be carried out using face-to-face, online or CATI interviews.

Module 4.

Detailed description of key consumer segments for better understanding of their specifics. Data collection can be carried out using focus groups, in-depth interviews, ethnographic visits or mobile diaries.

OK Simulator

OK Simulator is a number of techniques and approaches based on Choice-Based Conjoint analysis (CBC) which are perfect for product parameters optimization and price tests. Clients receive a simulator which allows to assess different market scenarios on their own.

Creative WOK

Creative WOK is a quick and efficient alternative to the standard creative concept development routine. The research program contains several stages that involve different target audiences (consumers, experts, influencers) and methods (desk research, in-depth interviews, focus groups, workshops). The approach allows to obtain in-depth insights to be used as the basis for the generation of concepts. Consumers’ participation ensures that the concepts are written in a lively style and relevant to the target audience and use its language.

OK Hybrid

OK Hybrid is a quantitative research followed by qualitative express research among part of the sample. Quantitative data are enriched with qualitative analysis that helps to address the problem more specifically and offer better-grounded recommendations when completing a wider range of tasks concerning ad, pack or concept tests. Can be carried out as a hall test followed by in-depth interviews on-site, or online interviews followed by an online forum. OK Hybrid is faster and more cost-efficient than standard two-stage research.

Oleg Dembo

Alexey Usankin

Irina Gurdji