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Market Research Services
Market Research Services
Icon Advertising has alliances with leading market research firms, offering measurement and analysis of marketplace dynamics, consumer attitudes and behavior, and new and traditional media in more than 100 countries. We work with consumer product manufacturers and retailers, service firms, media and entertainment companies and the Internet community.
Our Market Research at a Glance
Retail Measurement
Retail measurement provides continuous tracking of consumer purchases at the point of sale through scanning technology and in-store audits. Clients receive detailed information on actual purchases, market shares, distribution, pricing, and merchandising and promotional activities. Available in more than 80 countries.
For the worldwide motion-picture industry, continuous tracking of box-office receipts from more than 45,000 movie screens in 11 countries.
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Clients |
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Principal Brands |
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- Primarily manufacturers and retailers of fast moving - Non-FMCG industries such as athletic footwear, - In the entertainment industry, motion-picture studios, |
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- SCANTRACK scanning-based retail - MarketTrack dual audit/ scanning retail - ACNielsen Market Decisions Merchandising Audit Service - SPACEMAN merchandising services - INF*ACT Workstation and related decision-support services |
Consumer Panel
Consumer panel services provide detailed information on actual purchases made by household members, as well as their retail shopping patterns and demographic profiles. Covers 126,000 households in 18 countries.
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Clients |
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Principal Brands |
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- Primarily manufacturers and retailers of fast-moving - Non-FMCG industries such as computers, videos |
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- Homescan scanner-based consumer panel services - Homepanel diary-based consumer panel services - Trade Planner consumer panel services for retailers - Consumer*Facts and Channel*Facts syndicated information services |
Customized Research
Customized research services include quantitative and qualitative studies that deliver information and insights into consumer attitudes and purchasing behavior. Other studies measure customer satisfaction, brand awareness and advertising effectiveness. Simulated test-marketing services are used to launch new products or reposition existing brands. Available in more than 60 countries.
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Clients |
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Principal Brands |
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A wide range of industries, including fast-moving consumer goods, computers, telecommunications, financial services, automotive, travel and leisure, and more |
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- Customer eQ customer satisfaction research - Winning B®ands brand equity research - BASES simulated test-marketing services - Market Decisions live/in-store test marketing service |
Media Measurement
Media measurement services provide information on inter-national television and radio audience ratings, and advertising expenditure and print readership measurement. This information serves as the essential currency or negotiating advertising placement and rates. TV ratings are available in 18 countries; radio ratings in 12 markets; and advertising expenditure measurement in 31 markets.
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Clients |
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Principal Brands |
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Television and radio broadcasters, cable and satellite TV providers, publishers, advertisers and their agencies, media planners and government agencies |
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- Peoplemeter television audience measurement services
- AdEx International advertising expenditure - Nielsen//NetRatings, NetWatch, WebAudit and |
Market Measurement
- Sales to consumers of fast-moving consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. These retail measurement services provide clients with essential facts on how their products are performing compared with their competitors, and on trends and changes in market conditions and sales results. They also provide critical information on the use of promotional activities at the retail level, such as special displays or pricing, and on distribution and stock conditions in retail stores.
- Purchases by consumers of packaged goods and other products, gathered through participating panels of consumer households and through customized studies. These consumer panel and customized research services provide a foundation for understanding and analyzing consumers’ motivations, attitudes, behavior, shopping patterns and demographic characteristics.
Analytical Tools and Services
We can offer a wide range of software and professional services that enable clients to receive, select and evaluate our market-measurement information, integrate it with their own data and third-party information, and apply it to specific business issues and situations.
Clients can view and analyze information from many perspectives, such as by specific product categories, by geographic area or by retail channel. We also organize and present information to suit the specific needs of many individuals in manufacturing, service and retail organizations, including general managers, marketing professionals, sales professionals, purchases, merchandisers and category managers.
Diagnostic Services
Our consumer panel and customized research services provide clients with many opportunities and techniques to examine trends and understand the impact of the market forces that influence consumers’ purchasing decisions. Consumer panels link purchasing information to demographics and provide a controlled environment for examining motivational factors.
Our analytical and modeling services provide clients with a range of options to evaluate and understand why marketing campaigns succeed or fail, and to address specific future marketing opportunities and issues, such as promotion optimization, pricing, consumer targeting and marketing mix optimization.In many markets, we offer a suite of consumer-focused customized research techniques and services that address clients’ unique and specific marketing and sales issues.
Opportunity Identification
While our major clients all share a common focus on consumers, each individual client has its own distinct set of business characteristics and marketing and sales concerns. Our information and services are designed to help each client identify and act upon its unique growth opportunities.Using a structured and disciplined approach to building and managing long-term relationships, our people work in close partnership with their clients to understand their strategies and business objectives... To design the right position of services that fits their needs... To agree on clear and measurable business objectives... And to measure the results and clients’ return on their investment.
Additional Services
In addition, we can market a broad range of advanced merchandising and decision support software, modeling and analytical services as well as services that provide a global perspective. These products used in conjunction with the services described above help clients integrate large volumes of information, evaluate it, make judgments about their growth opportunities, and plan future marketing and sales campaigns
