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G safonov presentation

German Safonov
German Safonov

Safonov German is a market researcher with over 10 years of experience conducting quantitative and qualitative research. He has a PhD in social anthropology and specializes in usage and attitude studies, pricing research, and evaluating brand perception. Some of his core skills include experience with both quantitative and qualitative methods, data analysis, and presenting findings to clients in various industries such as FMCG, telecom, automotive and retail.

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Safonov German Market researcher
Education and work experience Educational background: MA in Social Anthropology, Russian State University for the Humanities (2009); Ph. D. student, N.N. Miklukho-Maklai Institute of Ethnology and Anthropology (2009 present time), department of cross-culture psychology and human ethology. Work experience: Factory of Marketing (08.2010 present time), Senior quantitative Project Manger; Auchan Russia (03.2010 08.2010), Market Research Expert; Profi On-Line Research (10.2010 03.2010), Project Manger; Marketsense, (07.2009 8.2010), Specialist of quantitative and B2B department. 2
Clients experience FMCG: Telecom: Consumer electronic: Automotive: Retail: And more 3
Research specialization 4 Usage and Attitude (U&A): To seek market opportunities for existing and new products; To effectively segment the markets, select target markets and settle product orientations; To establish marketing strategy scenarios; To evaluate business marketing activities. Pricing research: To ensure a new product is priced in line with market perceptions, and perceived value of the product; To estimate demand and revenue levels before adjusting prices; To determine the value of individual product features or add on. Brand perception: To evaluate brands position on the market; To detect brands strong and weak sides; To determine opportunities and trends; To find TA and market niche.
Core skills 5 Personal skills: Experience both in quantitative and qualitative research; In-depth understanding of quantitative research techniques; Good analytical skills; Capable to work under pressure in under time; Good team player; Presentation skills. Languages Russian native; English upper-intermediate level; Spanish fluent; Portuguese basic. PC skills: Microsoft Office package (MS Word, MS Excel, MS PowerPoint); PASW (SPSS) statistics; MapInfo.
Some work rules 6 Learn to be silent. Let quiet your mind listen and absorb. Pythagoras Try to understand distinctly and clear the client's goals; Try to find the answers for specific questions. There are no surveys which can answer all questions of the Universe and so on; To work on questionnaire very detailed. Two hours of working on research tools can save 2 days on report preparation stage; To control fieldwork department work. On the fieldwork stage anything that can possibly go wrong, does ; If the data seems weird to you, find the mistake. If you cannot, ask somebody else; To hold deadlines. It is better to send to the client 95% today, than 105% tomorrow. But to send 110% yesterday is the best; If you dont know how to do it, first think, than ask. But you always should offer some decisions, just ask for the better way.
Research examples U&A and market niche 7 External situations Prestige situations Brands- seekers Searching for the best Citizens In-home consumption With family With friends To cheer up To relax To have a bite Gift Cafe Rendezvous Gourmetes Crefree Office Enter to the category Premium Mainstream Low-cost Business- meetings With guests Single
8 Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10 -4 -3 -2 -1 0 1 2 3 -3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 Neutral players Expensive brand for professionals High added value Ordinary Internalized brandReliable but too traditional for me Per cent of inertia 46,2% Per cent of inertia 26,2% Leader of the market Ordinary brand for wide range of customers Traditional and credible brands, but not attractive for customers Brand for older people who are oriented on brand making purchase Research examples Brands map
Research examples CBC Importance of characteristics in decision- making process Alternatives utility 22% 12% 18% 20% 24% 22% 16% 16% 16% 42% 48% 44% Gadget 1 users Gadget 2 users All users Size of display Supported type of connection Memorysize Price -1.07 0.40 0.66 -1.06 1.06 -0.82 0.10 0.72 1.50 0.22 -2.79 -1.27 0.43 0.84 -0.98 0.98 -0.80 0.07 0.74 1.27 0.20 -2.73 -0.77 0.36 0.41 -1.18 1.18 -0.84 0.15 0.69 1.84 0.26 -2.87 Size of display 1 Size of display 2 Size of display 3 Type of supported connection 1 Type of supported connection 2 Memorysize 1 Memorysize 2 Memorysize 3 Price 1 Price 2 Price 3 All users Gadget 1 users Gadget 2 users Base 198 99 99 9

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G safonov presentation

  • 2. Education and work experience Educational background: MA in Social Anthropology, Russian State University for the Humanities (2009); Ph. D. student, N.N. Miklukho-Maklai Institute of Ethnology and Anthropology (2009 present time), department of cross-culture psychology and human ethology. Work experience: Factory of Marketing (08.2010 present time), Senior quantitative Project Manger; Auchan Russia (03.2010 08.2010), Market Research Expert; Profi On-Line Research (10.2010 03.2010), Project Manger; Marketsense, (07.2009 8.2010), Specialist of quantitative and B2B department. 2
  • 4. Research specialization 4 Usage and Attitude (U&A): To seek market opportunities for existing and new products; To effectively segment the markets, select target markets and settle product orientations; To establish marketing strategy scenarios; To evaluate business marketing activities. Pricing research: To ensure a new product is priced in line with market perceptions, and perceived value of the product; To estimate demand and revenue levels before adjusting prices; To determine the value of individual product features or add on. Brand perception: To evaluate brands position on the market; To detect brands strong and weak sides; To determine opportunities and trends; To find TA and market niche.
  • 5. Core skills 5 Personal skills: Experience both in quantitative and qualitative research; In-depth understanding of quantitative research techniques; Good analytical skills; Capable to work under pressure in under time; Good team player; Presentation skills. Languages Russian native; English upper-intermediate level; Spanish fluent; Portuguese basic. PC skills: Microsoft Office package (MS Word, MS Excel, MS PowerPoint); PASW (SPSS) statistics; MapInfo.
  • 6. Some work rules 6 Learn to be silent. Let quiet your mind listen and absorb. Pythagoras Try to understand distinctly and clear the client's goals; Try to find the answers for specific questions. There are no surveys which can answer all questions of the Universe and so on; To work on questionnaire very detailed. Two hours of working on research tools can save 2 days on report preparation stage; To control fieldwork department work. On the fieldwork stage anything that can possibly go wrong, does ; If the data seems weird to you, find the mistake. If you cannot, ask somebody else; To hold deadlines. It is better to send to the client 95% today, than 105% tomorrow. But to send 110% yesterday is the best; If you dont know how to do it, first think, than ask. But you always should offer some decisions, just ask for the better way.
  • 7. Research examples U&A and market niche 7 External situations Prestige situations Brands- seekers Searching for the best Citizens In-home consumption With family With friends To cheer up To relax To have a bite Gift Cafe Rendezvous Gourmetes Crefree Office Enter to the category Premium Mainstream Low-cost Business- meetings With guests Single
  • 8. 8 Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10 -4 -3 -2 -1 0 1 2 3 -3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 Neutral players Expensive brand for professionals High added value Ordinary Internalized brandReliable but too traditional for me Per cent of inertia 46,2% Per cent of inertia 26,2% Leader of the market Ordinary brand for wide range of customers Traditional and credible brands, but not attractive for customers Brand for older people who are oriented on brand making purchase Research examples Brands map
  • 9. Research examples CBC Importance of characteristics in decision- making process Alternatives utility 22% 12% 18% 20% 24% 22% 16% 16% 16% 42% 48% 44% Gadget 1 users Gadget 2 users All users Size of display Supported type of connection Memorysize Price -1.07 0.40 0.66 -1.06 1.06 -0.82 0.10 0.72 1.50 0.22 -2.79 -1.27 0.43 0.84 -0.98 0.98 -0.80 0.07 0.74 1.27 0.20 -2.73 -0.77 0.36 0.41 -1.18 1.18 -0.84 0.15 0.69 1.84 0.26 -2.87 Size of display 1 Size of display 2 Size of display 3 Type of supported connection 1 Type of supported connection 2 Memorysize 1 Memorysize 2 Memorysize 3 Price 1 Price 2 Price 3 All users Gadget 1 users Gadget 2 users Base 198 99 99 9