2. About us
• Innovative marketing based on market research. Always
pushing beyond the obvious to get to new opportunities.
The existing notions are the starting point
• True customer connectiveness. Trying to get as intimate
with the customer as possible. You need creative
research solutions to achieve this
“There is always a next level”
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3. About us
• Connected and traditional market research as the optimal mix; they are
complementary and lead to deeper understanding
• A long track record; 38 years at the front of consumer market research
• Partnerships and expert networks to be truly full service and allround
– Marketing expertise; marketing consultants, ad agencies , design
agencies, media agencies, naming agencies.
– Market research expertise (e.g. GfK, Nielsen).
– Market research support (e.g. DME, 1Zero, freelancers with kids
expertise, international network)
“There is always a next level”
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Kennis van markten; goed ingevoerd in de belangrijke marktsegmenten
Kennis van marketing; nu speciale aandacht voor online marketing en
mature marketing
Kennis van marktonderzoek; beheersing van het vak in al zijn facetten
Kennis van consumentenpsychologie; cons. gedragsmodellen, MSA,
reclamewerkingsmodellen, etc.
4. Beliefs
• Co-makership with the client; combining expertise of the client and of The
Next Level to get the optimal result. Workshop settings with constant input
from customers are very powerfull
• The business case as the bigger picture behind the research problem. Feed
back loops to the business case are always made
• The ‘other’ marketing consultancy. With market research as an honest
effort, not as a fake effort to fool the client
“We believe in research based marketing consultancy”
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5. Relative position of
MR and Marketing / Innovation agencies
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High marketing
consultancy profile
low marketing
consultancy profile
Market R. at the core/
broad perspective
Market R. not at the core/
narrow perspective
What If!
Added Value
BrandDoctors Bloom
Fresh Forward Clear
Bloei
The Next Level
KeyStone
Insites
MetrixLab
Brainjuicer
Milward Brown
Blauw Synovate
Motivaction
Marketresponse
IRI GfK
Nielsen
Taking the position
of marketer / ad
agency
Taking the position
of supplier to
marketing function
IPM
6. The Specialist
Qualitative research online en
offline to solve marketing
strategic problems
The Generalist
Creation of solutions
marketresearch wide for the
solution of strategic and tactical
problems
The MR Consultant
Leading the way in forest of
possible solutions to the
optimal solution
The Next Level at 3 “levels”
7. Services of the Specialist
A research process in 3 steps:
Step 1; the essence
Getting existing hypotheses, notions, knowledge, expertise from your own people, from
your advisors and from The Next Level on the table. You want to build on existing insights,
not just confirm them
Step 2; the inspiration
Research, the input from the consumer/proefessional has to stimulate the shared process.
It has to be a quest for deeper insights. That can be done with al sorts of research. But the
qualitative hortspot is the most explicite way to do it
Step 3; the result
The consequences for marketing and their implementation is dertemined in a workshop
that finishes the process
“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
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8. Services of the Specialist
Next Level Understanding
Really understanding your customer requires a major effort. Ideally it is a continuous
effort which you as a marketer/salesperson engages in; reading blogs, forums, review
sites, reports from earlier studies, articles in professional media or, even more
importantly, observing your customer in his or her “natural habitat”. The Next Level
can compliment this by finding and creating information sources, interpreting the
information using models that you may not have at your disposal, and tailoring the
information to suit your daily activities.
If we are talking co-creation, we think this should start from the very beginning when
trying to understand the customer.
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“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
9. Services of the Specialist
Next Level Understanding
Really understanding your customer requires a major effort. Ideally it is a continuous
effort which you as a marketer/salesperson engages in; reading blogs, forums, review
sites, reports from earlier studies, articles in professional media or, even more
importantly, observing your customer in his or her “natural habitat”. The Next Level
can compliment this by finding and creating information sources, interpreting the
information using models that you may not have at your disposal, and tailoring the
information to suit your daily activities.
If we are talking co-creation, we think this should start from the very beginning when
trying to understand the customer.
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“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
10. Services of the Specialist
Next Level Insight
The Next level Insight is based on a true understanding of the customer. The
standards for a Next Level Insight are very exacting since it is the most important
pillar for the discriminative positioning of a proposition; a brand or a product concept.
Writing good insights requires specific skills. A well defined insight meets the 4R-
requirement; Real, Relevant, Resonant, Reaction. Different Next Level insights are
tested qualitatively to be sure they are worded in the best possible way before being
tested quantitatively in order to find out what is the ultimate Next Level Insight.
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“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
11. Services of the Specialist
Next Level Positioning
Defining a Next Level positioning is key as a basis for any marketing instrument
strategy; the communication strategy, the new product development strategy, the
pricing strategy, etc. Often the communication strategy is confused with the
positioning.
Defining the positioning is an internal process that The Next Level facilitates. The
process is aimed at producing a sustainable, discriminative, successful position for
the proposition.
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“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
12. Services of the Specialist
Next Level Product Concept
The process of transforming strategies into marketable products or services is a
difficult one for many companies. The Next Level has defined three steps in a
structured process to get from strategy to marketable concepts:
– defining product platforms
– defining product concepts
– developing the product concepts into marketable products
Every step can be taken using qualitative, quantitative, traditional and online
research.
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“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
13. Services of the Specialist
Next Level Communication Concept
Communication research is the most complex type of market research.
Communication research has to take "the 7 models how advertising work" (according
to Giep Franzen) into consideration.
Communication research can be about:
– the communication strategy
– the creative strategy
– the executional strategy
Every step can be taken using qualitative, quantitative, traditional and online
research.
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“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
14. Services of the Specialist
• Defining Positioning;
– Experience with Unilever BrandKey
– Experience with Philips Value Proposition House
– Experience with Nestlé Consumer
Insight Pyramid
“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
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15. Services of the Specialist
Workshops & training
– Customer Insight Workshop
– Concept Writing Workshop
– Interview training
– Group moderation training
Parttime CMI-management
“The Next Level is a continuous “search for excellence”
Excellent insights, Excellent positionings, Excellent concepts, Excellent operations”
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16. Budgetindicaties
• Een kwalitatieve U&A-studie met een combinatie van 10 individuele vrije interviews van 40
minuten en 5 minigroepsdiscussies van 90 minuten met elk 5 - 6 deelnemers
€ 14.500
• Een online-onderzoek waarbij 10 klanten intensief gevolgd worden. Dagboek, forum,
dagelijkse individuele telefonische checks. € 12.000
• Een beperkte check van de insight platforms met consumenten in de vorm van 2
groepsdiscussies van 2 uur met elk 7 – 8 deelnemers
€ 5.000
• Product concepttesting in ‘hotshop’-vorm. 2 rondes met een week tussentijd. Per ronde 10
individuele vrije interviews van 40 minuten
€ 15.500
• Testen ‘creatieve’ strategie in ‘hotshop’-vorm met 13 individuele vrije interviews van 30
minuten
€ 9.500
• Testen ‘executionele’ strategie in ‘hotshop’-vorm met 16 individuele vrije interviews van 25
minuten
€ 10.000
• .Online-enquête slogantest, n=200
€ 6.650
Bij The Next Level worden de kosten van derden zonder enige winstopslag doorberekend
aan de opdrachtgever!
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17. Waarom The Next Level
• De stap verder op basis van:
– Expertise (markten, marketing, marktonderzoek, psychologie van het
keuze- en beslissingsgedrag)
– Breedte (productcategorieën, fabrikanten, dienstverlening)
– Inzet (‘It’s worth fighting for’)
• Marktonderzoek als ‘ultiem middel tot’, met beheersing van het
complete scala aan methoden en technieken
• Niet alleen observaties, niet alleen understandings/insights, maar
vooral de (praktische) consequenties van de bevindingen
• De kracht van het collectief; co-creation met de klant en met de
opdrachtgever
• Complementariteit aan de behoeften van de organisatie
• ‘What you see is what you get’ ofwel Richard Hugen doet het hele
traject van begin tot eind
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18. Waarvoor The Next Level wel
• Het onderzoeksproject in zijn marketingcontext
• Het project als gedeeld probleem van The Next Level en de
opdrachtgever
• Een visie op de marktonderzoeksoplossing in de meest brede zin
ofwel de beste oplossing voor het onderzoeksprobleem. Methoden
en technieken zijn daarvan een afgeleide
• Workshops, hotshops en al het kwalitatieve onderzoek uitgevoerd
door Richard Hugen zelf, eventueel ondersteund door een expert
interviewer
• Kwantitatief onderzoek altijd in samenwerking met een
gespecialiseerde toeleverancier
En vanzelfsprekend:
• Een probleemloos uitgevoerd project
• Value for money
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19. Waarvoor The Next Level niet
• “U vraagt wij draaien”
• Pure data- / observatieverzameling
• Geen betrokkenheid bij het probleem mogelijk
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