iGen Insight
Post on 21-Dec-2014
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• FORMED IN 2011 TO INTIALLY MEET THE RESEARCH AND INSIGHT NEEDS OF THE TOYS, GAMES AND VIDEO GAMES MARKET - NOW WORKING IN all youth, nursery and family sectors
• UTILISES QUALITATIVE AND QUANTATIVE TECHNIQUES BLENDED WITH THE BEST DESKTOP RESEARCH TO PROVIDE THE OPTIMUM OF BOTH INSIGHT WORLDS.
• INSIGHT DIVISION FORMED FROM GENERATION MEDIA, THE UK and Ireland’s largest independent media buyers of Toys and Games advertising.
WHERE WE CAME FROM…
Managing Director- Dean Weller: FORMER Strategic Planning Director of Mediacom, GLOBAL LEADER ON MATTEL, MD of MINDSHARE Play
Associate director - lisa shove: FORMER Account Director across Mattel and Mindshare Play, Client Leader on L’Oreal
Head of insight - farah shah Former Group head of planning and insight at channel 5 Leader on sponsorship research and consumer insight
INSIGHT MANAGER - LOVEDAY Weller: QUALIFIED IN FILM AND TV STUDIES, HEAD OF PRESS BUYING AT GENERATION MEDIA, VOX POP EXPERT
The igen heroes
as well as insight from our dashboard of systems we also offer interpretation of clients own data
• Bespoke qualitative and quantitative research of customers (incl. trade)
• License tracking • Sales data analysis • Awareness tracking • Target audience definition • Advertising testing • Roi analysis • Product testing
our work
Currently igen-insight manages 2 community panels on behalf of generation media,
one for mothers and one for video gamers.
insights have helped inform media strategies, pitches for new business and formed the
basis for press and pr pieces.
Engaging respondents
Igen-insight has undertaken several creative testing projects for both uk based and global brands
These have included testing European and American creative on uk audiences, identifying flaws in current creative executions and informing decisions on the direction of new creative.
Creative testing
We have undertaken work with both adults and children, using both qualitative and quantitative techniques as appropriate to the project, all with the aim of enhancing our clients creative strategies
Awareness and tracking
In order to establish the health of a brand and its position in the marketplace igen has undertaken several awareness and tracking projects from clients including: • Tracking of programme licences
• Social media audits of how a brand is perceived online
• Brand/product awareness
• advertising awareness
• Campaign effectiveness
• Brand image videos / vox pops
• Competitor advertising tracking
Originating from a specialist family and youth agency, igen has an abundance of experience in working with children and families of all ages. we adhere to mrs and esomar guidelines regarding children in all our research, and permissions are always sought from both child and responsible adult.
Working with children
Igen employs several methods when working with children depending on the project and the age/capabilities of the child, including interviewing in schools, drawing and observational techniques, friendship Pairs and joint parent and child research
Digital and social media audit
The web has changed the game when it comes to how reputations are built and brands perceived.
igen’s digital and social media audit provides a very human snapshot of consumers opinions of your brand, Using real people searching your brand and the competition just the way your consumers would.
• reviews and scores on all major retailer websites • Google search activity vs. competitors • discussions on key forums/blogs In your sector • Top trending news for your brand • Fully customable report
Get a quarterly snapshot of your brand on the web in one easy to read report including…
Regular market reporting
details CLIENT: Media owner
Target: students
Requirement: understanding students
Solution: monthly consumer insight reports into students each month focussing on a different category specified by client
As well as one-off and bespoke projects igen also produces and analyses regular reports for clients into markets or areas of interest, using our database of systems, knowledge, desk research and client data.
Audience targeting
Finding the right target audience for a product is the first port of call in creating effective communications . Igen–insight not only has worked with clients in determining if demographically they are targeting the right people which has resulted in changes in media buying strategy but also has created the igen mums segmentation to help inform advertising Using 250+ attitudinal statements of 2,700 uk mums we were able to identify 6 distinct types of mothers. Using these segments with traditional demographical & media consumption data igen has been able to improve client communications and targeting
igen mum segments
Image on a budget
Match my values Make my life
easy
Show me the quality
In touch + cynical
Material girl
what brands should be:Image on a Budget
Aspirational but affordable
match my values
ethical and practical
show me the quality
trusted and stylish
in-touch and cynical
innovative and honest
make my life easy
no fuss and accessible
material girl
fun and trendy
Spend on
toys
Family prioritised
Parents control
For more information please contact
Farah.shah@igen-insight.com
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