MAGRAM MR company profile :

MAGRAM MR is a leading and growing full-service research company that specializes in individually tailored custom research projects. Since its foundation, MAGRAM MR has gained expertise in various market segments and carried out hundreds of research assignments. MAGRAM MR offers a full range of quantitative and qualitative services across consumer, business and special target markets as well as Desk Top Secondary Data research. With in-house state-of-the art facilities, professional research experts and nation-wide field force, MAGRAM MR is a total solution provider even for the most demanding information requirements.

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Professional activities :

• MAGRAM MR is listed in ESOMAR DIRECTORY OF RESEARCH ORGANIZATIONS.
• ESOMAR MEMBER: Marina Malykhina, MAGRAM MR President.
• ESOMAR (European Society for Opinion and Marketing Research) Member.
• Actively involved in the Coalition for Intellectual Property Rights (CIPR), providing data and advice on consumer aspects of counterfeiting and other intellectual property issues.
  
• Subject of current articles published in "Vedomosti", "Russkiy Focus", "Vitrina. Food Manager", "Dengi", "Russia Review", "Kompainiya", "Newsweek", "Practical Marketing", "The Moscow Times", etc.
  
• American Chamber of Commerce in Russia (AMCHAM) Member.
• Marketing Committee of AmCham is headed by Marina Malykhina, MAGRAM MR President.

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Education & background :

Our team has a vast professional background and expertise in handling large scale cross market research projects for top international brands. Our specialists earned their diplomas from Moscow state university (MGU), Government Academy of Management (GAU) and were honored with the B.A. and M.A. degrees in statistics, sociology and psychology.

Senior management team members have graduated from Academy of National Economy of Russian Federation, with the degree in Economics & Management.

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Client list & performance :

Extensive professional practice of designing, organising and implementing of various research projects for Fortune 500 and major Russian FMCG companies; development and application of innovative research programmes and methodologies; successful management of the research company's nation-wide regional research network; proven consumer opinion research expertise throughout Russia and the CIS countries. Our client list includes:

Check and control procedures :

• We exercise control on interviewers' work quality through:
  • telephone checks (at least 25% of the survey);
  • repeat face-to face interviews held by our supervisors.
• Interviewers' work quality is also being checked through audio taping of the interview.
  
• Pilot run of the questionnaire prior to fieldwork launching and trial interviews during the instruction-giving procedure make it possible to fine tune the questionnaire as well as to get the interviewers close to all the survey issues.

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Qualitative recruitment :

• We conduct qualitative research recruitment.
• Our recruitment staff of 30 specially trained recruiters implements the following methods:
  • "snowball" method;
  • method of different target group respondents selection in the streets, at shops, businesses, etc.
• Respondents recruitment for each qualitative research project is carried out by an experienced supervisor under the department officer direction.

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Qualitative department :

• Consumer Behavior Research • Product Testing and Re-Testing for Acceptance and Improvement • Comparative Testing against Competitive Products • Product Name Tests • Packaging Tests • Product Concept Testing • Brand Image Research
• Advertising Evaluation • Creative Development Research

New product development :

• Understanding a market and the brands within it in order to find out where 'gaps' may lie for a new product.
• Obtaining reactions to a large number of NPD product concepts or ideas to determine which directions seem worthy of further effort and development.
• Understanding the strengths and weaknesses of a new product in order to guide product improvement.
• Development of a total NPD proposition, i.e. product, packaging, positioning and advertising.

Creative development researches :

• Strategy definition: what should the advertising be saying to consumers?
• Executional guidance: how should the strategy be conveyed to consumers; that is, which creative idea(s) best succeed in meeting the strategy's objectives?
• Pre-testing: what is the advertisement 'getting across' to consumers and how does this match up to the advertising objectives?

Diagnostic studies :

• Understanding the consumer relationship to a particular aspect of the brand, such as the advertising, the packaging, the formulation, etc.
• Evaluating the degree of 'wear-out' of the advertising campaign or to determine to what extent the brand image has changed since the start of the campaign.
• Understanding a competitor's activity, which may be combined with updating of current information on the brand.

Tactical qualitative studies :

• Evaluating pack design alternatives.
• Evaluating alternative headlines or copy lines in press advertising.
• Casting - which model best represents the values of the brand.
• Advertising development - which variant is better?
• Evaluating product formulation alternatives - which one is most acceptable?
• Evaluating positioning alternatives - which one seems most motivating, relevant and worth development?
• Evaluating pack dispensing options - which one do consumers like better?
• Evaluating executional changes - do consumers notice the changed voice-over, pack design, logo position, etc?

• Collage - a technique that enables to evaluate subconscious in-depth emotions and motivations, respondents' attitudes to the surveyed topic/subject.
• Psycho Drawing - it helps to determine cognitive field in consumers' consciousness where researched company (product) is placed. Analysis of this type of information enables to understand unconscious consumers' attitude to the researched company (product). Data obtained as a results of this technique implementation can be used at developing the advertising campaign.
• Typical neighbor portrait - a technique which allows to understand the criteria on which the consumer bases her/his self-identification with a certain subgroup.
• Self Identification technique (based on "Free associations technique") will enable to understand the core values/ aspirations by consumer in his /her life.
• Brand mapping enables to determine the brand position in the competitive environment by the given criteria.
• Brand personification will make it possible to understand the perceived brand image (deep emotional aspects) and its correspondence to the brand positioning.
• Projective typical user - a technique which allows to understand to what extent respondents identify themselves with projective consumers of the brand.
• Free associations technique allows to understand the brand image created by the name/ pack and its attractiveness.

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Quantitative department :

Consumer Behavior Research • Product Testing and Re-Testing for Acceptance and Improvement • Comparative Testing against Competitive Products • Product Name Tests • Packaging Tests • Product Concept Testing • Brand Image Research • Advertising Evaluation • Creative Development Research • Market segmentation • Specification of the consumers' usage and attitudes (U&A) • Advertisement concept selection • New product development • Evaluation of advertisement concept conformity with product advertised (CUT) • Assortment and price registration

The statistics used by our company includes descriptive and professional statistics and we specialize on:

• Factor Analysis
• Manova
• Multiple Regression
• Cluster Analysis
• Conjoint Analysis
• Adaptive Perceptual Mapping
• Correspondence Analysis, etc.

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Research results presentation :

• The research results will be presented in the form of a color hard-copy report in English containing research findings, graphs and charts, tables of frequencies and cross-tabulations.
• CD & electronic version of the research report and the overall project documentation in the preferred format.
• User-friendly Presentation for the Management team, armed and equipped with hi-tech presentation equipment and outstanding presentation skills.