CM Research Introduction and Panel Profile October, 2013
1 Introduction 2
Since 2010 we ran more than 250 surveys and CM Research interviewed more than 100,000 vets and pet owners across most countries in Europe. Specialist knowledge Experience Own online panels Quality assurance We specialise exclusively We are experts in market We have our own animal We follow fully the MRS in the veterinary sector. research with many years health online panels: and ESOMAR ethical and of experience. quality guidelines. As we only carry out Vetspanel , with 14,000+ research amongst pet Over the past years we veterinary professionals, owners and veterinary have designed and carried professionals, we have a out dozens of Petspanel , with 30,000+ deep and unique international projects pet owners understanding of the among vets and pet sector. owners. We can save you significantly on costs and you will have a much quicker turnaround. 3
Who we are Carlos Michelsen Judith Goldstein Vladi Ibberson Managing Director Director Associate Director Carlos has over 20 years experience in Judith began her career in Animal Health Vladi has 13 years experience spanning a Market Research gained through working at Market Research in France, expanding m2A’s large scale of market research areas and TNS and Added Value. During that period he business into the UK market. client sectors. With specific interests in brand worked for companies as diverse as Working for GfK, she head up operations and communication, stakeholder Carlsberg, Colgate-Palmolive, Pfizer, where she managed the UK and Irish teams management and new product development. Masterfoods , Hill’s and Bayer. For TNS he in the sales surveys of pharmaceuticals and was UK head of NPD and in Added Value he diets into vet surgeries. She is former Prior to joining CM Research, Vladi worked was UK Head of Quant. Chairman of the Veterinary Marketing for TNS and Harris Interactive in the UK and Association. completed a Master in International In 2007 he won the Market Research Society Marketing in Madrid. effectiveness award. Judith worked for the Mortgage Banking Industry following her BA in Business and She grew up inspired by Gerald Durrell’s Carlos owns two dogs, two cats, three fish Marketing before leaving the states in 1991. novels and as a child had a cat, terrapin, fish, and a rabbit – recently deceased. frogs, hamsters, parakeets and a guinea pig. She has two dogs Wellington and Nelson. In 2009 he set up CM Research. Carlos.Michelsen@cm-research.com Judith.Goldstein@cm-research.com Vladi.Ibberson@cm-research.com 4
Members of Association Membership and Professional Relationships Members of: Exhibitors at: The Market Research Society Esomar The British Healthcare The Veterinary Marketing Business Intelligence Association Association Sponsors of: Official market research Contributors to: partners of: Society of practising veterinary surgeons 5
References “We have partnered with CM Research "Carlos and Vladi at CM Research have "We have been working with CM many times, for both continuous and been a pleasure to work with. They have Research constantly for over two years Some of our clients: ad hoc projects of different scope and demonstrated a deep understanding of now, during which time they have focus. We have been benefiting from our research needs and of the veterinary become one of our top five insights the managed access panels of the industry, and as a result they have suppliers globally. As a company we have Veterinary Doctors and Nurses provided a valuable piece of work . To always been impressed with their representing reliable and cost-effective summarise the project, I would describe approach, attitude, responsiveness and data source as well as proven research CM Research as responsive, added value, whenever we work with craft and analytical competence. To knowledgeable and trusted. them. Their approach is consistent work with CM Research means high Ellie Rothnie, European Brand Manager, whether the project is a pan European quality design, data, conclusions Dechra Veterinary Products" multi-stage complex project or a simple and recommendations supporting concept test: they have been able to cope decisions to do your business better. As with whatever we have asked for, even a research buyer you can sleep well when our demands have been exacting. I when working with CM Research” would have no hesitation in Daniel Prochazka, Consumer & recommending CM Research." Professional Insight Manager Joe Keating, Head of Consumer, Shopper & Professional Insights, Hill's Pet Nutrition Europe "The fieldworks, both initial and re- contact, went very quickly, that created “A invaluable exercise giving us our project team an opportunity to insightful information, effectively prepare the report ahead of time. delivered and capable of being I’m aware of the time differences productively interpreted” between US and UK and I appreciate you Nial McFerran staying late to respond to our requests the Alstoe - Sogeval same day. ““I want to personally thank you all for Overall the project went very smoothly. the support you gave the Italian We will definitely consider your panel for Business, for being great listeners, very the future UK vets studies." practical and fast decision makers.” Rolandas Molis , OPTIMAL STRATEGIX Italy country manager GROUP, INC. … the client is ecstatic! Eunice Vicente Senior Project Manager MRops 6
2 Our services 7
We are primarily a full-service quant agency Since 2010 we ran more than 250 surveys and Extensive experience in: interviewed more than 100,000 vets and pet owners across most countries in Europe. Advertising Concept evaluation testing Market In particular, we can: potential and pricing ● Help define the market research problem and recommend an adequate research methodology Omnibus ● Design, script and host online questionnaires studies Brand equity ● trackers Create reports where the research objectives are fully U&A studies answered in easy to understand presentations. ● Organize and carry out focus groups across most Focus groups European countries using our network of moderators. Customer satisfaction Sample only ● And all of this using our unique access to 14,000 vets across Europe. Segmentation and positioning We will not drown you with data! 8
Why choose CM Research? In addition to providing high quality insights on your projects, we do further activities to support clients: + Client support - Omnibus surveys at discounted rates - Surveys to understand key issues affecting the sector (for example to identify the Specialist knowledge key decision makers at a clinic level, when are the decisions on what services to purchase made etc.) - Results are shared with clients and also used to target respondents for specific surveys and advise clients during the design of projects - New Product of the Year survey which companies can use for free - Surveys for the VMA to use and share with its members Experience - Veterinary sector stats shared on our website and through specialist publications + Support to the profession Own online panels - We continuously invest in running surveys on hot topics relating to the profession - Vets can contribute questions and be the first to learn the results - All our surveys are remunerated and vets are being adequately recompensed for their time - Through the reward program vets are able to donate to charity. Over the last couple of years we have raised thousands of pounds for charities in the UK and abroad Quality assurance - We take part in industry debates, events and publications 9
Our recent experience in the sector These are just a few examples of projects we completed recently: Flea control concept Market sizing for an Use of NSAIDS testing and volume established drug amongst older dogs estimation Multi-product In-depth evaluation of Barriers to product evaluation and pet owner perceptions usage importance of their vets determination In-depth evaluation of Pan-European vet Multi-concept pet food vet perceptions of channel driver analysis evaluation veterinary sales reps Media awareness Pan-European pet Pet owner evaluation of and brand recall owner profiling study new products of pet brands 10
Website dedicated to your veterinary marketing information needs 11
Sharing our knowledge Non-confidential results are published in articles and often shared with participating respondents, this is an effective motivation for taking part in research. 12
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