Market Research - Mapping the route to success
CMC Aust Marketing is a market research company providing answers to
your questions about your market plan and future potential - customer
needs, market size, market segment, customer attitudes, customer satisfaction,
branding, community consultation. We are a Market Research Society Company
Partner committed to the highest standards in business and consumer research.
Our senior market researcher is Kate Fairweather MCIM Chartered Marketer.
Market Research to meet your needs:
We offer business research, consumer surveys,
community consultation and desk research.
Quantitative and qualitative
surveys, Desk research, Community Liaison Panels.
Best and most cost effective
methods for your market - telephone, postal, online, email, interviews,
focus groups, panels.
CMCAust Marketing is a
Market Research Society (MRS) Company Partner, a quality standard
meaning that we are committed to keeping to the MRS Code of Practice and
our maintain our knowledge and competences in the field of market
research.
Customer Case Studies:
Sandwich Town Action and Rural
Revival (STARR) Initiative - Health Check and Funding Application
Sandwich in East Kent is a small
market town. The town were advised that it could qualify for Kent Rural
Towns funding (managed by Kent County Council for South East England
Development Agency). To gain this funding the partnership of local
authorities and local business and community organisations asked Kate
Fairweather of CMCAust Marketing to help them complete a Market Town
Health Check - a rigorous review of the economic, social, environmental
and transport health of the area - and develop an Action Plan to deliver
on priority issues. We used desk research to find out the key facts and
figures, and completed business, household and youth research to develop
a Strengths/Weaknesses/Opportunities/Threats analysis. We then worked
with the partnership to hold consultations with all parts of the
community on what they wanted to be fixed and produced the final Action
Plan. Flowing from this came the opportunity to bid for £250,000 in
funding to develop a rundown community centre to become the Phoenix
Centre - a community and youth club for the whole town. We assisted the
partnership to build the successful bid which then generated match
funding to become a £1 million project. Both the Action Plan and Phoenix
Project won awards from the Rural Towns scheme.
Eurobell Small Business Market Development
Eurobell had set up as a successful cable
telephone service provider to households but wanted to test the market
potential for small businesses. CMC Aust Marketing were asked to set up a
telephone research project to test the potential market for the
business. Using a local telemarketing agency, CMC Aust Marketing designed
the questionnaires and drew a statistically reliable sample to call,
analysed results and reported back to the company with potential sales
forecasts. The response from small businesses was so strong that
Eurobell set up their own telephone sales department to recruit this
eager market sector.
South Kent College Brand Awareness Research
South Kent Further Education College wanted
to test its branding among key groups at a time when both
qualifications and funding were changing radically in order to determine
future brand and marketing issues. CMC Aust Marketing ran a range of
surveys within the overall project including telephone research with
businesses and adults, postal and on-line questionnaires with school and
college students, interviews with head teachers, careers advisors and
lecturers. The results produced gave the College a clear idea of
awareness of its brand, what that brand means to people and its local
strength as a brand among the range of options on offer to potential
students.
Mole Valley Council Recycling Project Pilot Survey
Mole Valley District Council were planning
to introduce a recycling waste collection scheme and had decided to run
a pilot scheme to test household issues and attitudes to the
introduction in order to roll out the programme smoothly across the rest
of the District. They had engaged Quantum PR to advise on customer
communications issues and CMC Aust Marketing bid in partnership with
Quantum PR to conduct pre and post pilot research to check on the customer
experience. The pre and post pilot surveys consisted of a questionnaire
delivered to all the pilot households plus a random telephone interview
with 5% of householders. The results of the post pilot survey -
completed after three months of usage - were then compared with the pre
pilot survey and recommendations given to the council about household
attitudes, usage and good ideas about recycling. This information was
used in PR and in advice to households as the scheme rolled out.
Covanta Energy Community Liaison Panel
Covanta Energy were developing proposals for a
large resource Recovery Facility in Bedfordshire and wanted to conduct a
wide community consultation as part of their consultation programme. CMC
Aust Marketing set up a Community Liaison Panel to provide a forum for
people from all parts of the local community to ask questions about the
proposals, to input on key aspects of the project and provide
information to the community about the development plans. The Community
Liaison Panel was recruited from local residents, parish councils,
business groups, environmental organisations, sports clubs and action
groups to represent the interests of as wide a proportion of the local
community as possible. The Panel was independently chaired by Kate
Fairweather, Senior Researcher at CMC Aust Marketing, and met every few
months throughout the development of the planning application. This
aspect of community consultation was highlighted by the application
authority as best practice.
Vattenfall Community Attitude Survey
Vattenfall were planning to extend their off shore
wind farm and commissioned CMC Aust Marketing in partnership with
Quantum PR to complete a telephone attitude survey with a statistically
reliable sample of people living in sight of the wind farm and therefore
most affected by the extension. CMC Aust Marketing designed the
questionnaire to find out how the local community felt about wind
energy, if they had heard about the proposed extension, how they felt
about the extension and what potential impacts on the local environment
were of most importance to them. The results of the survey demonstrated
that the local community is largely supportive of the wind farm and the
extension proposal, however there was a minority that were unconvinced
of the merits of wind energy and we recommended that more information
should be provided to them.
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