OMD
INSIGHTS, IDEAS, RESULTS
Research
As small children, we were interested in everything around us, and we kept on asking “why this is so”, “why this is different”, and “why this works” or “why this doesn’t work”, and also “what happens when...” And the parents or grandparents gave us the answers. It works the same in maturity and in professional life. We ask the same, only about different or more complicated issues. And either someone experienced will answer, someone who knows the way around, or we must find the answer in a different way. In order to understand our world, the people, the things and the changes in it, it is essential to have a lot of information. But the most important thing is to know how to handle the information – what to select, what to derive, and how to react. And this is what it’s all about...
Vít Smékal
Research Director
Projects
MDS
Media Data System is a complex database of information from the media market in the Czech Republic. Its extent and degree of detail have no parallel – it provides an excellent survey of the possibilities of the media market, the offer of advertising space, and even the technical and performance parameters, including historical development.
All Stars
A long-term project evaluating the quality of TV spots made for the special occasions of the hockey World Championship and the football World Championship. For the Czech Republic, these sporting events are a lesser parallel of the American Super Bowl finale, for which advertisers prepare exclusive spots. The viewers’ response is measured annually together with an expert opinion of a specialist in the advertising industry.
Video banners
A special project focused on the rating of efficiency of a specific internet format – video banners – in comparison with the standard TV communication. This project evaluates through the Snapshots system the results of an advertising campaign on the internet in the same way as TV spots are commonly monitored. The conclusions of the study provide answers to questions like “How many contacts with internet advertising are needed to achieve the same effect as on TV?” or “What is the overall efficiency of the communication on the internet vs. on TV?”
POS (Point of Sale)
The point of sale is becoming a more and more important part of the communication process. At this last stage of the consumer’s decision-making process it is possible to influence or even reverse his/her choice. The POS project evaluates the influence of various advertising media in the stores on the purchasing behavior of the customers, and at the same time quantifies their effect on the overall sale of the promoted articles. The economic analysis of sale data in the POS project reveals the risks and drawbacks of classical research in the field of impulsive behavior and the shopping process. The project evaluates the Return On Investments (ROI) of advertising campaigns at the points of sale.
UFO (Understanding Fifties and Over)
A marketing study of the population over 50 which maps the life style, beliefs, expectations, pleasures and fears, the consumer behavior and the consumption of media of this very significant part of the Czech populace. The combination of qualitative and quantitative methods has led to a unique study (in terms of its range) providing a very good picture of the 50+ segment. Also, a play has been made based on the results of the study, and a book has been published, “The Overlooked Generation 50+”.