Primary
local market research is critical to determining effective targeting
and efficient advertising. Vista provides a variety of options to
serve the needs of its clients. The key is to customize the data gathering
based upon the needs and challenges of Vista clients.
Vista Tracking Surveys: Vista
tracking studies have been conducted twice a year since Spring 2002.
These shared cost surveys are an efficient way for clients to
purchase research. Clients can customize questions based upon their
needs and challenges as well as benefit from shared, in-depth
demographic, behavioral and media usage data.
Return
To Sample Surveys: Clients have the opportunity to ask
detailed questions to the very people who participated in the Vista
Tracking Survey.
Custom
Local Market Surveys: Vista has the capability to conduct custom
phone, web-based and mail surveys in the Portland metro area or
elsewhere for clients looking for in-depth answers to their
questions.
Focus
Groups: Structured group discussions with target customers.
These sessions provide an in-depth forum for exploring brand image,
positioning statements, product and service options as well as
advertising messaging and formats.
Customer Assessments: Interviews with current customers and
on-site observations to determine strengths, weaknesses and other
items critical to advertising, marketing and other aspects of your
business operation.
Consulting:
The Vista process begins by learning about your business, its
needs, challenges, goals and strategies. This includes a review of
existing research and data mining of any customer databases. Based
upon what we learn, we analyze the information in the context of the
data from Vista’s proprietary research. The consulting services
include three distinct areas of study: Market View, Ad View and
Point of View. All are geared to finding opportunities for revenue
development and advertising efficiencies.
The Vista process begins by learning about
your business, its needs, challenges, goals, strategy and tactics.
This includes data mining of the information you might possess of
your customers. Based upon what we learn, we analyze the information
in the context of the data from Vista's proprietary research. The
consulting services include three distinct opportunities: Market View,
Ad View and Point of View. All are geared to finding opportunities
for revenue development and advertising efficiencies.
Market
View: This report focuses on a complete analysis of market
revenue opportunities. An example of items considered includes (but
is not limited to the following):
- Size of
market
-
Demographic, generational and geographic targeting
- Intend to
purchase
- Past
purchase
- Reasons
for purchase
Ad
View: This report outlines options to maximize ad dollars
based upon the recommended market opportunities and targets. It
includes the Advertising Asset Reallocation
recommendations and a projected Business Improvement
Plan. Media examined include the following:
- Newspaper
Readership: sections and days read
-
Television: stations, programs and dayparts
- Cable:
networks
- Radio:
stations, dayparts and talk show/personality listenership
- Yellow
Pages: impact of color & ad size, reason for and frequency of
use
- Internet:
home, work or school access and time spent
- Direct
Mail: shared mail use and direct mail read
Point
of View: This is a look at your business through the eyes
of your customers.
- Provides
a look at your business through the eyes of your customers
- Learn
what your customer will appreciate and identify with
- Teach
management how to create and maintain a point of view
- Integrate
this point of view with the seven traits of successful retailing
