German Safonov Self-Presentation 2014
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Transcript of German Safonov Self-Presentation 2014
Safonov German
Market research manager
Education and work experience
Educational background:
MA in Social Anthropology, Russian State University for theHumanities (2009);
Work experience:
Insight MR (07.2012 – Present time), Senior Quantitative ProjectManger;
Factory of Marketing (08.2010 – 07.2012), Senior QuantitativeProject Manger;
Auchan Russia (03.2010 – 08.2010), Market Research Expert;
Profi On-Line Research (10.2010 – 03.2010), Project Manger;
Marketsense, (07.2009 – 8.2010), Specialist of quantitative andB2B department.
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Job responsibilities
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Accounting management / Communication with clients;
Managing of quantitative department team;
Development and control of methodology and research tools;
Project team management (both qualitative and quantitativestages);
Control of carrying out of research on all stages frommethodology development to presentation of reports to client;
Preparation of analytical reports with conclusions and businessrecommendations.
Clients’ experience
FMCG:
Home appliances and consumer electronic:
Automotive:
Retail:
And more…
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Research specialization
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Usage and Attitude (U&A):
Search of market opportunities forexisting and new products;
Effectively segmentation of theconsumers, select target consumersegment and settle productorientations;
Establishment of marketing strategyscenarios;
Evaluation of business marketingactivities.
Pricing research:
Checking if a new product is priced inline with market perceptions, andperceived value of the product;
Estimation of demands and revenuelevels before adjusting prices;
Determination the value of individualproduct features or add on.
Brand perception:
Evaluation of brand’s position on themarket;
Detecting brand’s strong and weaksides;
Determination of opportunities andtrends;
Search of TA and market niche.
Sensory analysis:
Evaluation of perception of therecipes;
Giving the recommendation for theimprovement.
Core skills
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Professional skills:
Experience both in quantitative and qualitative research;
In-depth understanding of quantitative research techniques;
Team-Management and project-management skills;
Understand of clients' business needs;
Good analytical skills;
Capable to work under pressure in under time;
Presentation skills.
Languages
Russian – Native;
English – Advanced;
Spanish – Upper-intermediate (B2-level);
Portuguese – Basic.
PC skills:
Microsoft Office package (MS Word, MS Excel, MS PowerPoint);
PASW (SPSS) statistics.
Some work rules
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“Learn to be silent. Let quiet your mind listen and absorb”. Pythagoras
Try to understand distinctly and clear the client's goals;
Try to find the answers for specific questions. There are no surveyswhich can answer all questions of the Universe and so on;
To work on questionnaire very detailed. Two hours of working onresearch tools can save 2 days on report preparation stage;
To control fieldwork department work. On the fieldwork stageanything that can possibly go wrong, does ;
If the data seems weird to you, find the mistake. If you cannot, asksomebody else;
To hold deadlines. It is better to send to the client 95% today, than105% tomorrow. But to send 110% yesterday is the best;
If you don’t know how to do it, first think, than ask. But you alwaysshould offer some decisions, just ask for the better way.
Research examplesU&A and market niche
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External situations
Prestige situations
Brands-seekers
Searching for the best
Citizens
In-home consumption
With family
With friends
To cheer up
To relax
To have a bite
Gift
Cafe
Rendezvous Gourmetes
Crefree
Office
Enter to the category
Premium
Mainstream
Low-cost
Business-meetings
With guests
Single
Determination of empty market niche for launch of the new brand
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Brand 1
Brand 2
Brand 3
Brand 4
Brand 5
Brand 6
Brand 7
Brand 8
Brand 9
Brand 10
-4
-3
-2
-1
0
1
2
3
-3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2
Neutral players
Expensive brand
for professionalsHigh added value
Ordinary
Internalized brandReliable but too traditional for me
Per cent of inertia 46,2%
Per cent of inertia 26,2%
Leader of the market
Ordinary brand for wide range of
customers
Traditional and credible brands, but not
attractive for customers
Brand for older people who are
oriented on brand making purchase
Research examplesBrands’ map
Brand grouping to determinate the closest competitors of the brand
Research examplesCBC
Importance of characteristics in decision-making process
Alternatives utility
22%
12%
18%
20%
24%
22%
16%
16%
16%
42%
48%
44%
Gadget 1 users
Gadget 2 users
All users
Size of display
Supported type of connection
Memory size
Price
-1.07
0.40
0.66
-1.06
1.06
-0.82
0.10
0.72
1.50
0.22
-2.79
-1.27
0.43
0.84
-0.98
0.98
-0.80
0.07
0.74
1.27
0.20
-2.73
-0.77
0.36
0.41
-1.18
1.18
-0.84
0.15
0.69
1.84
0.26
-2.87
Size of display 1
Size of display 2
Size of display 3
Type of supported connection 1
Type of supported connection 2
Memory size 1
Memory size 2
Memory size 3
Price 1
Price 2
Price 3
All users Gadget 1 users Gadget 2 users
Base
198
99
99
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Determination of importance of characteristics using Choice-base Conjoint
Sample 1
Sample 2
Sample 3
Sample 4
Sample 5
Sample 6
Sample 7
Sample 8
Sample 9
-1.000
-.800
-.600
-.400
-.200
.000
.200
.400
.600
.800
1.000
-1.000 -.800 -.600 -.400 -.200 .000 .200 .400 .600 .800 1.000
Research examplesChoose of the samples for testing
Current recipe
Using of optimal scaling on sensory data to choose the optimal number of the samples for consumer test. The chosen samples cover the maximum
dispersion of the sensory characteristics.
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Color
intensity
Aroma
intensity
Flavor
intensity
Sweetness
Sourness
Sweetness
/sourness
balance
Harshness/
bitterness
40%
45%
50%
55%
60%
65%
70%
75%
80%
40% 45% 50% 55% 60% 65% 70% 75% 80%
Sa
mp
le 2
Competitor
Sample 2 vs. Competitor
Color
intensity
Aroma
intensity
Flavor
intensitySweetness
SournessSweetness
/sourness
balance
Harshness/
bitterness
Consistenc
y
40%
45%
50%
55%
60%
65%
70%
75%
80%
40% 45% 50% 55% 60% 65% 70% 75% 80%
Sa
mp
le 1
Competitor
Sample 1 vs. Competitor
The dashed linesrepresent 95%confidence bounds.Any attribute pointfalling outside thebounds isconsideredsignificant.
The dashed lines represent95% confidence bounds.Any attribute point fallingoutside the bounds isconsidered significant.
Research examplesProduct performance by KPIs
Based of tested samples performance vs. competitor is recommended to launch Sample 1.
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16%
10%
22%
4%
20%
25%
11%
7%
75%
73%
65%
64%
61%
60%
56%
56%
10%
17%
13%
32%
20%
16%
33%
38%
Harshness/bitterness
Color intensity
Aroma intensity
Consistency
Flavor intensity
Sweetness
Sweetness/sourness balance
Sourness
Ju
st
rig
ht,
%
0,93 Not enough bitter
1,20Less intense than
should
0,64Less intense than
should
0,68 Too watery
1,33Less intense than
should
1,25 Not enough sweet
0,40 Too sweet
0,86 Not enough sour
Too bitter 1,31
More intense than should
0,56
More intense than should
1,57
Too dense 1,06
More intense than should
1,28
Too sweet 0,74
Too sour 1,15
Too sour 0,83
Penalty Penalty
No changes. Just right.
No changes. Just right
No changes. Just right
Primary
Unclear
Primary
Primary
Secondary
Opportunity
Research examplesPenalty analysis
The main recommendation are:
To Increase level of sweetness; To decrease consistency; To decrease sourness
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Contact information
• Mobile phone:
+7 (905) 559 – 97 - 84;
• E-mail:
• LinkedIn Profile:
German Safonov (https://www.linkedin.com/pub/german-safonov/45/b54/4b5)
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