Published on July 21, 2009
O+K: on your side :) Company Presentation
2 O+K Short Description: Full Service Market Research in Russia and CIS O+K is an independent Russian research company We carry out full service Ad-hoc research projects in the areas of quantitative Research, qualitative Research and desk Research Our business lies in providing informational support for making managerial decisions We opened in 1999, and have been growing on 50% per year on average Today, O+K is one of the top five independent research companies in Russia The company’s top managers are members of ESOMAR professional research association The company is a member of the OIROM (Market Research and Public Opinion Association) Russian professional association O+K is also a member of IRIS (International Research InstituteS) – one of the world’s largest associations of independent research companies O+K’s research projects are carried out by 24 managers: With university degrees in the fields of sociology, psychology, economics and marketing With understanding of the research demands of the client company With 2 to 10 years’ experience in research Overall, O+K employs 50 full-time employees and more than 500 interviewers Our clients are some of the largest Russian and international corporations Our advantages are: Our priority for every project is to give clear, practical and business-orientated answers onto client’s research questions Reasonable pricing – we value our professionalism highly, but never solicit the client to order anything extra or make the client pay for the “gift-wrapping” We are always available and ready to quickly resolve any problemsApril 2012 O+K, Company presentation
3 O+K History: Constant Growth in Size and Professionalism 1999 Two professional researchers, Oleg Dembo and Kirill Burdey, founded O+K Some of our first clients were PSI, Henkel, and Philips, and they still remain with us 2000 The company becomes a member of ESOMAR O+K’s new regular clients are Carlsberg/ Vena Brewery, Multon, and Chupa Chups The company installs a CATI (Computer-Assisted Telephone Interviewing) system and has since performed telephone surveys on a high-tech level 2001-2002 New clients – Baltika Brewery and MegaFon, who remain some of our best clients The company continues to expand, with large projects all over Russia 2003-2004 The company becomes a member of IRIS Further expansion, including continuous tracking for MegaFon 2005-2006 Since 2005, the company is represented by two full-service offices (in Moscow and St. Petersburg) The company becomes a member of OIROM 2007-2008 More large international companies among O+K clients - Nokia, Pepsico, LG, Metro Cash & Carry Growth of expertise level in automotive, financial, IT and pharma areas Company revenues reach $5 million 2009-2010 O+K carries out first global projects for Kasperky Lab, Baltika Brewery and SEB GroupApril 2012 O+K, Company presentation
4 O+K: All Markets Every year, we carry out over 300 full service research projects in the following categories: Drinks (coffee and tea, juices, soft drinks, beer, spirits) Food (bread, dairy products, meat, frozen foods, canned foods, ice cream, ketchup, mayonnaise) Snacks and confectionery Pet food Cosmetics and hygiene (female hygiene, toothpaste, skincare, haircare, fragrances) Household supplies (laundry detergents, cleaning products, glue, paint) Telecoms (cellular and conventional communication, Internet) Entertainment and public catering Retail Shoes and apparel Household appliances and home electronics Furniture, home improvement Financial services and insurance IT Real estate and construction Pharmaceuticals and medicine Cars and accessories B2B and industrial Corporate reputation Social researchApril 2012 O+K, Company presentation
5 O+K: All Tasks U&A: Deep exploration of the category (market sizing, niche potential evaluation, market segmentation, consumer demands, consumer segmentation, consumer behaviour, brand “health” indicators, etc.) Volumetrics: Our own approach to forecasting of new launches market share (new brands, line extensions, functional innovations, change of Marketing Mix elements), tested and calibrated on several FMCG markets Brand Health Studies: Brand perception among target audiences, evaluation of marketing communication effect, search for new development possibilities Testing: Products, concepts, advertising, packaging design, brand name, etc. Benchmarks from earlier projects are available to set action standards Pricing Research Brand Image Studies: Unique company method BraindScanner (studying brand territories within a category, perception categories, purchase drivers, consumer brand segmentations, etc.) Consumer Lifestyle Research: Ethnographic studies using diaries/blogs/accompanied shopping/ immersion in consumers’ lives to obtain insights Your current need is not shown on the list above? Call us, and we will offer the most relevant solutionApril 2012 O+K, Company presentation
6 O+K: All Research Methods Perhaps, it may be easier for you to classif research by data collection methods. The main research methods that we use are listed below. Telephone interviews: The best method to obtain representative data. We use our own CATI system based in our St Petersburg office with 54 workstations. This allows for maximum efficiency in telephone surveys across Russia. Hall Tests: Testing of products, packaging design, concepts, etc. We constantly use this method because our clients’ business requires constant testing of new developments. Face-to-face interviews (in-home, in-street, in-store, b2b etc.): An expensive method, but often the amount and specifics of the research goals requires to use it. Mode of interviewing is defined based on audience and research objectives Online interviews using access panels: Growth of internet penetration in Russia allows to obtain reliable research results on some audiences (younger and higher-income residents of big cities). While it is not yet possible to extrapolate online research results on the whole population, they can be an effective tool for many research tasks Mystery Shopping. Helps to evaluate the level of service provided to the consumer, and, when regularly used, can be a good instrument for further motivation for a retailer’s sales staff Standard Qualitative Methods: Focus groups (standard, mini, creative, “conflict”, etc.), diads, depth interviews. The best method for receiving in-depth information and developing hypotheses for a company’s marketing goals. These methods are quite effective, with a good balance of term, budget, and volume of information received. Special Qualitative Methods (observation, immersion, home visits, video diaries, blogs, semiotics): A good method for immersion into the consumer’s real life, which allows us to receive and visualize valid information on the role of products and brands in the lives of consumers, as well as to check and develop insights.April 2012 O+K, Company presentation
7 O+K: Key team members Oleg Dembo, General Director Oleg Dembo received his master’s degree from St. Petersburg State University’s School of Sociology He has been working in marketing and market research since 1994 Worked for Gallup St. Petersburg as a project manager, then head of the research department from 1995 to 1998, then worked for a year on the client’s side Seeing the growing demand for marketing services on the Russian market, Oleg Dembo and Kirill Burdey founded O+K Since 2000, Oleg is a member of ESOMAR (European Society of Opinion and Market Research). In 2010 Oleg was elected to the position of ESOMAR National Representative for Russia Oleg Dembo has published a number of analytical articles in various journals in the field, on themes of branding and marketing research in Russia and CIS Contact Information Phone: +7 812 935 8109 Skype: olegdembo E-mail: email@example.comApril 2012 O+K, Company presentation
8 O+K: Key team members Maxim Drozd, Moscow Office Director Maxim received his MA in Economy and Society from the University of Lancaster (UK) and began his market research career as a manager for Inmarko, an ice cream producer Since 2002, Maxim works in research industry. Maxim has got an experience both on client and agency side, as well as in qualitative and quantitative research In autumn 2004, Maxim joined O+K to set up Moscow office At the moment, Maxim combines his administrative work and qualitative research projects for O+K key local and international clients Maxim’s professional interests include branding, semiotics and new product development support. Maxim is ESOMAR member since 2006 Contact Information Telephone +7 903 168 2480 Skype: maximdrozd E-mail: firstname.lastname@example.orgApril 2012 O+K, Company presentation
9 O+K: Our Clients Food & Drink Pharma & Body Care Telecom, durables, IT Finance and Insurance Retailers Other MarketsApril 2012 O+K, Company presentation
10 O+K: Our Clients Research AgenciesApril 2012 O+K, Company presentation
11 O+K: Qualitative Case Studies Complex study of consumer insights for new non-carbonated soft drink which included several FGD sessions, accompanied shopping and ethnographic in-home visits Vacuum cleaners complex NPD project which included ethnographic in-home visits, expert interviews and ideation sessions with consumers and client Complex studies of consumer insights for brand positioning (blogs, ethnographic in-home visits, ethnographic friendship groups) Study of consumer insights for key Nokia psychographic segments which included creation of blogging community, group discussions, ethnographic in-home visits and semiotic analysisApril 2012 O+K, Company presentation
12 O+K: Fieldwork geography Russia, Central Europe, Eastern Europe, Central Asia and Caucasus Moscow and St Petersburg (through O+K own full-service offices) More than 60 Russian regions (including all cities with population over 500,000 residents) through independent local field vendors: Central Russia – Voronezh, Yaroslavl, Ryazan, Penza, Lipetsk, Tula, Ivanovo, Bryansk, Kursk, Tver, Belgorod, Kaluga, Orel, Smolensk, Vladimir, Tambov, Kostroma North and North-West – Kaliningrad, Arkhangelsk, Murmansk, Vologda, Petrozavodsk, Velikiy Novgorod, Pskov, Syktyvkar Volga - Nizhni Novgorod, Samara, Kazan, Saratov, Ulyanovsk, Kirov, Cheboksary South (North Caucasus) - Rostov-na-Donu, Volgograd, Krasnodar, Astrakhan, Stavropol Urals – Ekaterinburg, Chelyabinsk, Ufa, Perm, Izhevsk, Orenburg, Kurgan Siberia – Novosibirsk, Omsk, Krasnoyarsk, Barnaul, Irkutsk, Tyumen, Tomsk, Kemerovo, Ulan-Ude, Chita Far East – Vladivostok, Khabarovsk, Blagoveschensk, Yuzhno-Sakhalinsk Ukraine, Kazakhstan, Belorussia, Uzbekistan, Kyrgyzstan through local research agencies – long-term field partnersApril 2012 O+K, Company presentation
13 O+K: CATI facilities O+K own CATI centre operates since 2000 and currently has got a capacity of 56 workstations CATI centre employs 3 managers, 12 supervisors and more than 200 interviewers Bellview software is used Projects are carried out on nationwide level for Russian and international clientsApril 2012 O+K, Company presentation
14 O+K: Focus group facilities Own focus studios with one-way mirror in Moscow (2 rooms) and St Petersburg (1 room) Simultaneous translation and webstreaming capacities (in-house solution, FocusVision and ActiveGroup available) Facilities with one-way mirror and simultaneous translation are available through local fieldwork partners in most Russian cities with 500,000+ population, Warsaw, Prague, Sofia, Kiev, Almaty, Tashkent and MinskApril 2012 O+K, Company presentation
15 Contact Information Moscow St. Petersburg 9 Chapaeva St., 22/1 Sadovaya-Karetnaya St., 197046, St. Petersburg 127051 Moscow Telephone +7 812 244 24 42 Tel./Fax +7 495 926 4170 Tel./Fax +7 812 244 62 93 www.okresearch.ruApril 2012 O+K, Company presentation
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