This Company, founded in 1984, is an integral consultancy firm mainly engaged in providing market research and public opinion services with operations in Argentina, Uruguay and Paraguay.
Recently the Company signed a contract with Direct TV in order to provide services in Argentina, Colombia, Venezuela, Peru, Chile, Ecuador, Puerto Rico, Uruguay,and a few Caribbean countries.
The Company is one of the top market research consulting companies in Argentina with over twenty years of experience in the industry, it has been able to establish long-term relationships with top tier multinational clients across a wide variety of sectors with an impressive track record of high client loyalty.
The Company is structured with five business units:
. Market Research: Partners in the evaluation and understanding of each of the
components of the marketing mix. The division is aimed at supporting companies in
marketing activities. It has four sub-divisions: Image and Communication, Quality,
Mystery Shopping and Ad-hoc.
. Public Opinion: Construction and projection of perspectives and socio-political and
economic scenarios. Public Opinion provides research service and counseling to
companies, government agencies, political parties, and media to help them understand
the political, social and economic reality, thus facilitating the decision-making process
and outlining strategies.
Since the 90s, it has been in charge of carrying out all Argentine electoral polls
involving presidents and important governorships.
. Media: Consists of audits and media assessments.
. International Market: Comprehensive array of services and fieldwork, in Argentina
and abroad, for multinational companies.
. On Line: Studies are carried out based on a significant panel of internet users.
The company handles the following volume of field work on an annual basis:
. Focus Groups: 450
. In-depth Interviews 2,300
. On Line 5,000
. Mystery Shopper 12,000
. Face-to-face polls 185,000
. Systemic Tracking 850,000
. Telephone Surveys 900,000
SERVICE OFFERING OVERVIEW
MARKET RESEARCH
1. Image and Communication (I&C)
The I&C division provides counseling and aids companies in the decision making process regarding strategy and implementation.
The company benefits from a long trajectory in this area from which it has gained specific expertise in the evaluation and surveying of:
– Brand image and positioning
– Implementation integral communication plans
Models created by the company:
. Brand Image: aims at identifying which brands are more appreciated by the general
public and how they’re perceived by people, regardless of the level of consumption,
thus enabling to understand the patterns leading to a good brand image in people’s
opinion.
. Prestige: its purpose is to identify those companies which are held in the highest regard
by high executives so as to obtain an impression of the way in which the sector sees
itself. As an essential element of description, it also includes the social, economic and
political scenario of our country.
2. Quality
The Quality division aids companies in improving their business performance, through the provision of information that allows their principal stakeholders to enjoy a higher level of satisfaction and reliability.
It provides research tools for establishing a comprehensive dialogue platform with the company’s different stakeholders (sales, clients, employees, suppliers, opinion leaders).
Models created by the company:
. CSS Global: intended for understanding, optimizing and controlling the satisfaction
and loyalty of all stakeholders interacting with the organization, which in turn helps
optimize economic benefits.
. Internal client
. Organizational Environment
3. Mystery Shopping
This division produces information used to assess, optimize and insure the value offered by a company, including product, service, pricing and service Model (Quality audits).
Models created by the company:
. MS-Take: Mystery Shopping is a data collection technique by means of which a
specially-trained pollster becomes a client or virtual user of a product or service, in
order to assess the quality of performance and business pro-activity, and the like.
. MS-Take Automotive
. Commercial supply survey
4. Ad-Hoc
The Ad-Hoc division performs market research specially adapted to each client’s situation and industry. The firm possesses considerable expertise in performing ad-hoc studies focused on very specific aspects in response to diverse problems.
Models created by the company:
. Purchase and use habits: Strategic information platform on aspects related to habits
and attitudes concerning the purchaser of brand new vehicles. Its main goals are to
recognize habitual uses, the satisfaction with products and brands, and to determine the
intent to eventually purchase.
. Assessment of market prices of automobile parts: Continuous platform of
comprehensive information on the commercialization of automobile parts and fittings.
It provides details on the competitive and commercial status of the client and its
competitors, through the different distribution channels.
. Poll: A tool that allows us to increase our level of knowledge about the performance
of our business network and competition, in order to optimize and improve decision-
making in the areas of Sale, Distribution and Communication. This tool is designed to
meet the needs of mass consumption companies, retailers, or service providers.
5. Media
The structure of the Company’s Media division is based on two pillars that are essential to communication means:
. Research on habits, attitudes, interests and opinions of media consumers
. Assessment of Ratings since 1991.
6. International Market
The division offers a comprehensive array of services and fieldwork, in Argentina and abroad, for multinational companies.
. Inbound: Fieldworks abroad from Argentina
. Outbound: Complete consulting services and fieldwork carried out in Argentina for
international studies.
. Call-center service: From Argentina to other Latin American countries, the U.S. and
Europe.
7. On Line
Studies are carried out based on a significant panel of internet users.
PUBLIC OPINION
The public opinion business company provides research service and counseling to companies, government agencies, political parties, and media to help them understand the political, social, and economic reality, thus facilitating the decision-making process and outlining strategies.
Service Offering
. Diagnostic of pre-electoral scenario
. Sociological and anthropological studies
. Exit Polls
. Campaign Strategic Planning
. Institutional Image and Mapping Study
. Assessment of Control Management and Public Policies
. Governance Index
. Study of Trends
Models created by the company:
. Management Perception Index: a tool used to get an extremely accurate panorama of
the strengths and weaknesses of control management as perceived by public opinion.
. ICN: designed to detect the Impact of the News on Public Opinion. It is built on the
basis of the use of seven fixed indicators which define the way in which
communication media select specific social events in order to subsequently turn them
into news.
INFRASTRUCTURE
The company possesses an infrastructure that enables it to manage all critical processes of its research with its own resources. They have a total of 200 employees.
. Consultant Team: interdisciplinary team composed by sociologists, psychologists,
bachelors in communication, politics, economics, marketing and business, amongst
others.
. IT Department: tool development to carry out quality-quantitative research. It allows
the company to have its own custom made software to improve and accelerate
processes and quality of information.
. Methodology and processing: allows the database to be managed efficiently which
allows for various statistical analysis.
. Call center: 60 positions and 150 operators enable the company to have a distinctive
logistic capacity in today’s market.
. Gesell Chamber: to carry out qualitative research with absolute confidentiality. The
company has a team of recruiters, moderators and highly experienced analysts.
Main Customers
. Carrefour
. Telecom
. Direct TV
. YPF Repsol
. Ford
. Danone
. Petrobras
. Nestle
. Unilever
Main Competitors
– In the Market Research industry:
. IPSOS
. GFK
. Gallup
. Millward Brown
. AC Nielsen
. CCR
– In the Public Opinion market:
. Mora y Araujo
. Aurelio y Asociados
. PoliarquÃa
US DOLLARS
YEAR SALES EBITDA
2009 4.330.000 1.330.000
2010 4.670.000 1.590.000
2011 7.314.000 1.980.000
2012 (est.) 9.333.0002.548.000
Potential Buyers: Available only to multinational market research firms, not financial investors.