CM Research Introduction and Panel Profile May, 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 13,000+ 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. 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 Official market research Contributors to: partners of: Society of practising veterinary surgeons 5
2 Our Panels 6
We own and manage our online panels Vetspanel is a panel of veterinary professionals consisting of vets, vet nurses, and practice managers who share their opinions on a variety of issues. Membership is by invitation only where applicants are carefully screened. • National coverage USA • Small and large practices veterinarians 700 panel members • Rural and urban practices 2000 partner panel Europe • 13,000+ vets panel members Most of our panellists are Including Nordic countries, Central Europe and Russia small animal vets 30,000+ pet owners Solid High High Rewards recruitment response completion rates rates 7
In addition to vets, we have a panel of pet owners – Petspanel . It covers 7 of the Vetspanel markets. Vetspanel covers 13 EU countries + USA. Number of panellists per country Petspanel is in 7 EU countries. UK 2100 800 5950 DE 2100 4250 FR 2000 2000 IT 1700 4300 ES 1400 7300 BE 800 PO 900 NL 600 950 CZ 600 SE 330 DK 400 1150 RU 300 FI 215 Number of nurses in Vetspanel Number of vets in Vetspanel Number of pet owners in Petspanel 8
Vetspanel Demographic Profile The demographic profile of the panellists is in line with the DK DK SE FI specifics of the profession in each country. 27% The high numbers and detailed profiling information allow us 48% 49% 51% 52% to efficiently reach low incidence groups. 73% NL 3% DE 6% BE 37% DE SE FI 330 63% 215 94% 97% DK 22% PL 400 NL UK 600 2,100 PL UK UK 900 28% 28% BE DE 78% CZ 800 2,100 600 CZ 72% 72% 18% FR 2,000 IT 1,700 82% ES Vets screened by: 1,400 ● Years in practice ● Region ● Age Key: ● Speciality PL 29% ES SP 900 20% FR 19% IT ● Position in practice • Owner/ Partners ● Size of practice Number of • Employed Vets ● Animals treated vets in the panel Average Vets Per Clinic 71% 80% 82%
And we know what is important when researching each market: UK • 15,915 vets in general practice ( 1 ) • 5,069 registered practices ( 2 ) • Larger clinics, corporate chains • Decisions on products to use and recommend in clinics is often made at a DK UK central level 400 • Important to include a proportion of 2,100 Denmark owners / partners in each survey • 1,475 vets in general practice ( 5 ) • Respond to online surveys quickly, • Larger clinics than the European monetary incentives work well average(but smaller than the animal hospitals in Sweden) • Most vets treat farm animals as well as Spain small animals • Important to include mixed vet practices • 11,000 vets in general practice ( 3 ) ES • Respond to online surveys quickly, • 6,000 practices ( 4 ) 1,400 • Small clinics (amongst the smallest in monetary incentives work well Europe) • Highest number of graduating veterinary students in Europe • Regional quotas are important • Respond to online surveys slowly. Several reminders are needed and at different times of the day / weekends etc. ( 1 ) ( 2 )source RCVS ( 3 ) ( 4 ) ( 5 ) source SNVEL http://focus.cyberporte.net/pays/index5.html
Animals treated (apart from dogs and cats) The majority of vets in Vetspanel treat cats and dogs. Other animals treated: NL BE DE SE 23% 23% 29% 75% 28% 18% 22% 89% 62% 12% 10% 73% 83% 85% 89% 75% DK 5% UK 82% 16% 1% 15% 18% 54% 90% ES FR IT 6% 28% 2% Currently, we can carry out some 6% 31% 4% research with farm animal and 3% 11% 4% equine vets. We will be expanding our panel this year. 36% 79% 33%
Our recruitment and panellist engagement Solid recruitment methods We are so confident in the quality of our panellists that we The individual members of Vetspanel have been directly recruited by CM Research by phone or at veterinary congresses. Membership is by invitation only. are the only agency that New members are only accepted after we have verified their details and have incentivises them immediately contacted them directly. Petspanel members have been recruited through pet specialist websites. after they have completed the High response rates survey. We know accurate panel management and interesting questionnaires are imperative to high response rates in online research; this is why we constantly strive for the right balance in the number of studies a panel member is invited to, as well the variety of the surveys offered. Consequently, we have managed to reach a response rate of up to 50% on average with our studies. High completion rates To get participants to finish their tasks and complete the questionnaires is an extremely important issue in any research study. This is why we pay ample attention to making our surveys fun, engaging and interesting for our members. It is the combination of innovative methods and attractive designs which are low on loading time and involve uncomplicated tasks and questions, that enables us to achieve an unrivalled completion rate of over 90% on average . 12
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. 13
Some examples of how ‘Best New Product of the Year’ results are used CEVA have used the results in advertising and PR campaigns. They wore shirts with marketing slogans from the survey at the BSAVA congress in April 2013. http://vetsuppliesmag.com/news/general/item/193- cardalis-named-as-best-new-prescription-only-pom- v-product-of-2012.html 14
How the results are used Hill’s are also using the results in their marketing and PR activities. http://www.companionconsultancy.co.uk/pr ess/hillstm-prescription-diet-yd-voted-best- new-product-in-2012/ http://www.vetwholesaler.co.uk/hillstm- prescription-diet-yd-voted-best-new- product-in-2012/ 15
How the results are used Bayer Seresto Collar http://www.vetsuppliesmag.com/news/smal l-animal/item/216-new-pom-v-collar.html 16
How the results are used Docsinnovent V-Gel http://www.vetsonline.com/actuali tes/detail/62612/start-up- company-gives-big-boys-a-run-for- their-money.html http://docsinnovent.com/news/vie w/companion-care-roll-out-v-gel- airway-management-devices 17
3 Our services 18
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