For FAKTUM, market research is an important tool which delivers indispensable insights for the conception of targeted communication concepts. Because it is only when you know your customers that you can find answers to their questions. // What are PR issues which move people? // How is information on target groups collected? // What role do social media platforms play? // Which info tools are expected in a website? // What does the sales force think? // How are processes of change received? // What information do the clients’ buying centres expect? // What is interesting about a new product? // How is the company perceived among various target groups? // How do multipliers view the company and its methods?

1. Qualitative Market Research
Basis for shaping successful opinion forming processes
© FAKTUM 2014

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How does your target group think?

3. The agency
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Michael Fass
Owner / Managing Director
FAKTUM MARKETING I Communication I PUBLIC RELATIONS is an owner-
managed communications agency in Heidelberg. We have supported
reputable nationally and internationally operating companies since 1992.
As a communication agency we offer strategic consulting in Corporate
Communication, Brand Communication, Corporate Publishing and Public
Relations.
Founded: 1992
9 employees in Germany • Associated graphic atelier with 7 employees
9 employees in China • Offices in Beijing and Shanghai
Member of an international network of owner-managed PR agencies

4. Only those that own subjects that move will become subject
leaders.
Measures will not work if they rely on the wrong contents.
FAKTUM Market Research
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Almost history already:
Name: Barrack Obama
Target 2008: to be elected as the first Afro-American US president
Target group: heterogeneous
Thoughts of the target group: ready for something new
Measures: “Change”, ready to go, “Yes we can”,
Using new media (Youtube)
Result: majority of votes

6. Getting to know external perception
Understanding thoughts and actions
Brand research
Investigating product acceptance
Investigating change processes
Exploring external perception
Multipliers/journalists survey
Exploring PR subjects (subject and concept laboratory)
Investigating corporate communication
(forms, subjects, channels)
Research corporate publishing
(expectations, form, contents)
Market and sales research
Investigating the effect of sustainability activities
Social media monitoring
Investigation projects
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Who is your target customer?

8. Only those who know their customer,
can conceive targeted communication.
Statements miss their targets if it is not clear who they should reach.
FAKTUM Market Research
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9. Understanding complex processes
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Anyone wanting to understand, anticipate and develop strategies
built on this will find the solution in qualitative market research
methodology.
All questions asked will be explored with those
interviewed in an open, emotionally supported
discussion. It is not evaluated according to a yes/no
principle!
Qualitative market research also explores and evaluates opinion trends
and feelings “between the lines”.

10. Laddering
In depth/expert interviews
Delphi questionnaires
Brainstorming
Focus group discussions
Use qualitative market research for investigation
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Investigation methodology

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People form decisions.

12. The Tester
Tries everything, does not make a decision
The Disciplined
Thinks in pre-set structures
The Connoisseur
Presents themselves oriented on experiences
The Lateral Thinker
Looks outside the box
The Adventurer
Is unconventional and spontaneous
The Border Crosser
Sounds out, redefines
The Harmoniser
Looks for (lowest) common denominator
The Performer
Emphasises performance, oriented on prestige
The Inscrutable
Takes decisions weighing up many considerations
The 360°Thinker
Thinks holistically, acts with deliberation
The Fighter
Is also ready to assert the unconventional
The Innovator
Always obsessively strives for the new
Source: Sociovision, Sample-Institut, Gruppe Nymphenburg et al.
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Typologies

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What does your target group think of you?

14. Only those who know how multipliers think,
can communicate properly.
Arguments do not convince if they start from the wrong external picture.
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FAKTUM Market Research

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Qualify, question – convince

16. Acquiring target groups
Persuading interviews qualify and address target people and name the client of the study. Persuading interviews
integrate methodological elements of qualitative market research.
Concept development Drawing up interview guidelines Training interviewers
Evaluating results, presentation
Supervision
Questionnaire about the company, products and services
Exploring acceptances and affinities in emotionally supported discussion
Convincing the interlocutor
Sensitising for further information
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Persuading Interviews

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Wie erreichen Sie
Ihre Target group?

18. Only those who know their markets,
can bring strategies to success.
Messages come to nothing if they are not oriented on the rules of the targeted
markets.
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FAKTUM Market Research

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Strategies require
background knowledge.

20. Print industry: “Research international packaging markets”
Food industry: “Drinking as a new attitude to life”
Drive technology: “Drive technology-Drive automation: status perception and future expectations”
Automobile industry: “Women and small cars”
Food industry: “Expectations of functional food and the effects of ingredients”
Clean room technology: “Decision-making criteria when purchasing systems for clean room monitoring”
Chemical industry: “Textile refining – upgrading at the POS and for the fashion brand”
Packaging industry: “Corporate perception and the view of specialist areas”
Packaging industry: “Information square Trade Fair Interpack - surveying visitors to the trade fair stand”
Metalworking industry: “Acceptance as an outsourcing partner”
IT industry: “Acceptance of tablet-PCs and customer expectations”
Electrical industry: “Corporate communication channels, expectations of the customer magazine”
Pharmaceutical industry: “OTC product presentation – what do self-medicators expect?”
Example projects FAKTUM Market Research
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Research examples

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FAKTUM
Enthusiasm for communication

22. Practices
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Performances
Corporate Communication:
Strategy concepts
Advertisements
Corporate brochures
Trade fair concepts and realisation
Corporate design
Public Relations:
Strategy consulting, communications concepts
Crisis PR, product PR
Media cooperation
Press conferences
Symposiums, workshops, congresses
Corporate Publishing:
Customer magazines, print and online newsletters
Annual reports
Staff communication:
Communications concepts
Staff newspapers, print and online newsletters
Research:
Subject and concept laboratory
Customer and journalist surveys
Media analyses
PR in China:
Strategy consulting
Product PR and launches
Intercultural consulting, road shows
Events:
Corporate events, staff events
Product launches and promotions

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References
Volkswagen AG | Wolfsburg • Porsche Automobilholding SE | Stuttgart • Freudenberg Gruppe | Weinheim • Natoil |
Luzern • Röchling Gruppe | Mannheim • OYSTAR.The Process & Packaging Group | Stutensee • Heidelberger
Druckmaschinen AG | Heidelberg • SEW-Eurodrive | Bruchsal • KSB AG | Frankenthal • Landeshauptstadt Düsseldorf
| Düsseldorf • Messe Düsseldorf | Düsseldorf • VAG Armaturen GmbH | Mannheim • Herbold | Meckesheim • PMT
Partikel-Messtechnik AG | Heimsheim • HeidelbergCement AG | Heidelberg • HOCHTIEF Projektentwicklung GmbH |
Eschborn • Langenbach AG | Wiesloch • Importhaus Wilms | Taunusstein • ABB AG | Mannheim • Spedition Fels |
Heidelberg • Gelita AG | Eberbach • DS Smith Packaging | Fulda • Edelmann Group | Heidenheim • Cooper Standard |
Michigan, USA • VITA Zahnfabrik | Bad Säckingen • Sirona Dental Systems GmbH | Bensheim • Hu-Friedy | Leimen •
Dentsply Friadent | Mannheim • Kodak Dental Systems | Paris • Bredent Medical | Senden • 20/10 Perfect Vision |
Heidelberg • BayerHealthcare | Leverkusen • GP Grenzach Produktions GmbH | Grenzach/Wyhlen • COPACO | Mainz •
Limmatdruck/Zeiler AG | Köniz & Spreitenbach (Schweiz) • Global Packaging Alliance | Hannover & Berlin • Karl
Knauer KG | Biberach (Baden) • DyStar | Frankfurt • Laetus GmbH | Alsbach-Hähnlein • Wolke Inks & Printers GmbH |
Hersbruck • REA Elektronik GmbH | Mühltal • Hamilton Bonaduz AG | Bonaduz (CH) • ALTANA AG | Wesel • Leica
Camera AG l Solms • Empolis Information Management GmbH l Kaiserslautern • Packservice PS Marketing GmbH l
Kaiserslautern • KSPG AG l Neckarsulm • RKW SE l Frankenthal

24. FAKTUM GmbH
Friedrich-Ebert-Anlage 27
D-69117 Heidelberg
Postfach 102264
D-69002 Heidelberg
Tel.: +49 (0) 62 21 / 45 89-0
Fax: +49 (0) 62 21 / 45 89 89
faktum@faktum-kommunikation.de
www.faktum-kommunikation.de
© FAKTUM
www.faktum-newsroom.de