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Stephane Mennen & Marjolein Reedijk

April 2016 – a16spmmvk2s1

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Painter Insight

2016

Intake

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Introduction 3

Research goal and target group 4

Tips to persue the respondent 6

Questionnaire 7

Additional matters 9

Research information 10

Point of attention during fieldwork 11

Content table

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1. Introduction

Dear callers,

Welcome to the second Painter Insight (in 2015 called:

European Non Paint Monitor) of USP Marketing Consultancy.

The Painter Insight is a completely new product of USP. It‟s

purpose is to monitor the purchase behaviour of painters.

Paint and Non paint materials are for example tapes, acrylic

sealants. Paint materials are for example Interior and Exterior

wall paint

By conducting this research we want to give our customers an

insight in the European Market when it comes to:

• Interior wall paint

• Exterior wall paint

• Lacquers and wood care

• Acrylic sealants

• Tapes

• Wood repair

• Wall fillers

• Paint sprayers

• Sanding machines

• Dust extractors/ vacuums

Hi!

My name is Marjolein Reedijk. I‟m 32 years

old and living in Rotterdam. Since October

2009 I‟m working for USP as a Senior Research

Analyst on the “Construction”-

Team.

For this project I programmed the questionnaire, I will accompany

the field work, analyze the data and work on the report. It is my

responsibility that we get useful and good data to work on for the

Painter Insight 2016.

In order to aim for the highest quality everything about the research

needs to be clear. Therefore make sure that you take a close look at

the questionnaire and the intake before you start working on the

research.

Feel free to vent any questions, comments, recommendations etc. to

me via your supervisor. I will make sure to look at everything you

come up with in order to improve the quality of the questionnaire and

the research in general!

I hope you will do well while working on the Painter Insight 2016

research and I‟m wishing you the best of luck!

Kind regards,

Marjolein

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2. Research goals

• With this research we‟re trying to get an insight in the paint and non paint market in Europe. This research will be conducted under

painters in the Netherlands, Belgium, France, Great Brittain, Poland, Italy, Spain and Germany.

• This research is ordered and conducted by USP. This is also the name of the company that you will be calling from. You‟ll see this

name back in your intro screen. USP is short for United Schop Provoost. USP Marketing Consultancy is a market research and

advice company for the construction sector.

• You‟ll be calling professional painters in your country. There will be small companies with one or just a couple employees but also

big companies with much more employees. Per country we‟re aiming for 250 completes. Per interview a maximum of 4 products will

be measured. These are the products that are going to be measured:

• Interior wall paint

• Exterior wall paint

• Lacquers and wood care

• Acrylic sealants

• Tapes

• Wood repair

• Wall fillers

• Paint sprayers

• Sanding machines

• Dust extractors/ vacuums

• This research will give insight in a number of key topics that will help clients to get a better grip of the market: what is the working

field of the painter (activities besides painting)? What does the purchase process for non-paint products look like? How important

are brands for the different non-paint products? What is the yearly amount spent on non-paint products (indication of the market

size)? Where do painters buy their non-paint products and what are distribution trends for the future (online, direct purchase, etc.)?

What is the position of the different brands in the market? These topics will be handled on a product group level to give specific

market insights.

• All these questions will be answered per product group as mentioned above.

• Per respondent you will measure a maximum of 4 products. Based on the respondent his/her replies.

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2. Target group

• The research is conducted under the following target group:

Painters (In all countries). We will be asking for the person responsible for the purchasing. At smaller painters this will mostly be

the owner/director.

• Sometimes we do know the person who is for example the director. This will be automatically shown in your screen. If we don‟t

know names or positions we will always ask about it. The respondent should always be the one responsible for purchasing, not

someone else in the company who is for example responsible for finances. Those respondents are no use to us. When the

person we try to call is not available then try to make an appointment – make sure this appointment is as concrete as possible.

• It is very important that we approach our respondents with care. Be always very polite and tell them that we handle the data they

give us in a secure and private way. Whatever happens on the phone, always stay friendly.

• The research is not announced.

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3. How to persuade a respondent?

What do you say if the respondent does not see what‟s in his/her interest to participate?

“By understanding your wishes and needs paint manufacturers can better respond on this”

“Manufacturers will get a much better insight in your purchasing behaviour. In this way they can for example time their discounts

or promotions better!”

What do you say if the respondent does not understand why he / she will be questioned on this subject? (thus not understand the

purpose of the study)

"You are suitable for this study because you are aware of developments in the market and may contribute to the mapping of the

position of the players on the market. The manufacturers can therefore better respond to your specific needs. “

What do you do when the respondent does not feel like participating?

When the respondent indicates he/she is too busy then first apologize for the inconvenience and ask if you can call back another

time when it suits the respondent (try to make an appointment as concrete as possible).

Sometimes respondents will think it concerns a sales conversation, insist that this is not the case.

If one indicates to be very satisfied and see no reason to join the research, you can say this: "This is a view that we would want to

measure. If only people would participate who are not satisfied, this would not give a realistic picture .“

Approach the people as friendly as possible. The friendlier you are, the greater the chance that the respondent will participate. Pay

attention to your intonation, vocabulary, enthusiasm and always be very polite!

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4. Questionnaire

The questionnaire consists of the following blocks:

• Block A, workfield of the painter

We will ask some general questions here like: What kind of activities do you do next to painting and how many employees

does your company have?

• Block B, Media consumtion and orientation

• Block C, Purchase process, distribution structure etc. PER PRODUCTCATEGORY

In this block we specifically ask about the product that the painters have stated that they‟ve bought recently. We will ask about

the decision making proces, the location of the purchase and for example their interesent in online shopping.

• Block D, Brands

Block D focusses mainly on brands. We ask the painters which brands they know, which they prefer, which they use most etc.

A lot of those questions are spontaneous, this will be stated at every question for which it is relevant.

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4. Questionnaire

Extra comments on important questions:

A1: In this question we ask how many employees the company has. Next to that we ask what part of those employees are craftsmen.

The amount of craftsmen can never be higher than the total employees. They are a part of the the total employees.

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6. Overige zaken

• Some general important points in order to make this research a success:

• Make sure you talk to the right person and not “someone wife/husband”.

• It’s not possible to complete the survey online

• If you have any feedback, make sure you email that to us as soon as possible. This is a new research, everything

is more than welcome! reedijk@usp-mc.nl

• Pay close attention when you ask about amounts of money – type this into the system with great care.

• IMPORTANT: This research is conducted in diverse languages. This works fine, but only when you test the

questionnaire, the text change into Dutch. You can avoid this by switching right below in the questionnaire to

another language and then switch back to the right language. Than it works.

• Pay critical attention to the test-version. If you find anything that needs to be improved, write it down and hand it to

the Supervisor. If you are having doubts about pronunciation, let us know!

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7. Information research

Information research

Name research in NEBU: Painter Paint 2016

Projectcode a16spmmvk2s1

Duration/Calling hours Tuesday the 12th of April till Friday the 29th of April

Required number of interviews: 250 (per country)

Number of interviews per hour : 1.0

Interview duration: 15 mins

Name Project Manager: Stephane Mennen & Marjolein Reedijk

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8. General points of attention

• Approach the respondents carefully (always ask whether they have time).

• Be friendly and respectful to the respondents. Interview with a smile.

• Thank the respondent for his/her time and cooperation at the end of the interview.

• If you have any questions and/or improvement suggestions about the survey, please go to your supervisor.

Please make sure to add the question number in case of a question or remark.

We asked a company to translate the English questionnaire into different languages. If you think the words used in the

questionnaire have a different meaning and need to be altered, please let your supervisor contact me and suggest a better fitting

word or sentence.

• Don‟t ask suggestive questions! It is very important not to hint at answers, thereby evoking an answer from respondents. If you try

to help a respondent by saying „don‟t you think so?‟ you are putting words in his mouth. Try to stay as neutral as possible and avoid

giving your own opinion. All answers have to be given by the respondents themselves.

• Don‟t create a distance from the questionnaire. Never make remarks like „silly questions, right? I didn‟t come up with the questions!‟

The respondent will not take you seriously anymore.

• Be prepared when beginning an interview. Make sure you are well prepared before doing an interview. Always read the intake

carefully. If you have any uncertainties or questions go to your supervisor. Next, you run the test version of a survey. Now that you

are well prepared you will sound a lot more self-confident and you will also be able to answer questions from respondents.

• Give the respondent time to think. Of course it is important to do the interview nice and easy, so don‟t rush it. Think along with the

answers. If a respondent gives an answer that does not correspond with question, make the respondent aware of this and, if

necessary, repeat the question.

• Never fill in the answers yourself. If a respondent refuses to continue the interview two questions before it ends, you cannot fill in

the remaining answers yourself. The same goes for difficult/annoying respondents. We want the answers given to us by the

respondents and not by the interviewers themselves.

• Do not chat with a neighbour.You should not start small talk with the person next to you during work, especially when the operating

system is dialling a new number. When the respondent answers the phone while you are still chatting with your neighbour, it will

come across as very unprofessional. This is not good for the respondent‟s motivation either.

• Ending the interview is as important as starting it, for this determines the impression you leave with the respondent. Therefore,

always thank the respondent for his/her time. When the respondent does not want to participate, you thank him/her for listening. You

conclude with „thank you sir/madam‟. Even if the respondent has been rude to you, make sure you stay polite and end the

conversation correctly.

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8.1 General points of attention - Appointments

Appointments: calling each appointment will be very crucial for this project. So please make sure you make an overview of the

appointments every day so there won‟t be any appointments lost.

• The monitoring in Manage Frames gives you only the number of the planned appointments per day, but not by hours.

• In order to be informed about the appointments and to know what the amount of work is each day you should do the following.

Log into the system as an interviewer.

On the first screen you have the option “Show my appointments”. Clicking there will give you a list with all the appointments for

the day. These are all appointments in total, not only made by a certain interviewer.

Copy this information in a separate sheet and make sure that the interviewers working on the project are working at the time

when the appointment will appear on their screen.

Follow these steps at least before every shift, in order to have the up-to-date information for the day, as the list is updating with

every call/new appointment made.

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8.2 General point of attention - NonRespons

Note: is the appointment Loose or fixed. Ask always for the name of the respondent.

Note: try to avoid a refusal. Suppose it is a refusal, ask always for the reason of the refuse.

Attention when you make a appointment: When the respondent say „call me later‟, ask than the respondent what later is. (which is

later? Is that tonight, tomorrow, next week, etc.).

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© 7 april 2016, USP Marketing Consultancy B.V.

De in deze uitgave vermelde gegevens zijn strikt vertrouwelijk en alle hierop betrekking hebbende auteursrechten, databankrechten

en overige (intellectuele) eigendomsrechten worden uitdrukkelijk voorbehouden. Niets uit deze uitgave mag zonder voorafgaande

schriftelijke toestemming van USP Marketing Consultancy B.V. worden verveelvoudigd en/of openbaar gemaakt.