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CM Research Introduction and Panel Profile May, 2013
CM Research Introductionand Panel Profile
May, 2013
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1 Our services
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CM Research
Specialist knowledge
We specialise exclusively in the veterinary sector.
As we only carry out research amongst pet owners and veterinary professionals, we have a deep and unique understanding of the sector.
Experience
We are experts in market research with many years of experience.
Over the past years we have designed and carried out dozens of international projects among vets and pet owners.
Own online panels
We have our own animal health online panels:Vetspanel, with 13,000+ veterinary professionalsPetspanel, with 30,000+ pet owners
We can save you significantly on costs and you will have a much quicker turnaround.
Quality assurance
We follow fully the MRS and ESOMAR ethical and quality guidelines.
Since 2010 we have run more than 250 surveys and interviewed more than 100,000 vets and pet owners across most countries in Europe
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Why choose CM Research?In addition to providing high quality insights on your projects, we do further activities to support clients
Specialist knowledge
- Omnibus surveys at discounted rates- Surveys to understand key issues affecting the sector (for example to identify the
key decision makers at a clinic level, when are the decisions on what services to purchase made etc.)
- Results are shared with clients and also used to target respondents for specific surveys and advise clients during the design of projects
- New Product of the Year survey which companies can use for free- Surveys for the VMA to use and share with its members- Driver analysis to understand what aspects of a company performance affect its
overall standing
Experience
Own online panels
Quality assurance
+ Client support
Support to the profession
- We continuously invest in running surveys on hot topics relating to the profession - Vets can contribute questions and be the first to learn the results- All our surveys are remunerated and vets are being adequately recompensed for
their time- Through the reward program vets are able to donate to charity. Over the last
couple of years we have raised thousands of pounds for charity in the UK and abroad.
- We take part in industry debates, events and publications
+
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Website dedicated to your veterinary marketing information needs
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Some of our clients:"We have been working with CM Research constantly for over two years now, during which time they have become one of our top five insights suppliers globally. As a company we have always been impressed with their approach, attitude, responsiveness and added value, whenever we work with them. Their approach is consistent whether the project is a pan European multi-stage complex project or a simple concept test: they have been able to cope with whatever we have asked for, even when our demands have been exacting. I would have no hesitation in recommending CM Research."
Joe Keating, Head of Consumer, Shopper & Professional Insights, Hill's Pet Nutrition Europe
"The fieldworks, both initial and re-contact, went very quickly, that created our project team an opportunity to prepare the report ahead of time.I’m aware of the time differences between US and UK and I appreciate you staying late to respond to our requests the same day. Overall the project went very smoothly. We will definitely consider your panel for the future UK vets studies."
Rolandas Molis , OPTIMAL STRATEGIX GROUP, INC.
As a Sample Provider..…the client is ecstatic!Eunice VicenteSenior Project Manager MRops
"Carlos and Vladi at CM Research have been a pleasure to work with. They have demonstrated a deep understanding of our research needs and of the veterinary industry, and as a result they have provided a valuable piece of work . To summarise the project, I would describe CM Research as responsive, knowledgeable and trusted.
Ellie Rothnie, European Brand Manager, Dechra Veterinary Products"
“We have partnered with CM Research many times, for both continuous and ad hoc projects of different scope and focus. We have been benefiting from the managed access panels of the Veterinary Doctors and Nurses representing reliable and cost-effective data source as well as proven research craft and analytical competence. To work with CM Research means high quality design, data, conclusions and recommendations supporting decisions to do your business better. As a research buyer you can sleep well when working with CM Research”
Daniel Prochazka, Consumer & Professional Insight Manager
References As a Full-Service Agency..
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Members of
EsomarThe Market Research
Society
The Veterinary Marketing Association
Exhibitors at:
Contributors to:Official market research partners of:
Society of practising veterinary surgeons
Association Membership and Professional Relationships
Members of:
The British Healthcare Business Intelligence
Association
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Carlos MichelsenManaging Director
Carlos has over 20 years experience in Market Research gained through working at TNS and Added Value. During that period he worked for companies as diverse as Carlsberg, Colgate-Palmolive, Pfizer, Masterfoods, Hill’s and Bayer. For TNS he was UK head of NPD and in Added Value he was UK Head of Quant.
In 2007 he won the Market Research Society effectiveness award.
Carlos owns two dogs, two cats, three fish and a rabbit.
In 2009 he set up CM Research.
Vladi IbbersonAssociate Director
Vladi has 13 years experience spanning a large scale of market research areas and client sectors. With specific interests in brand and communication, stakeholder management and new product development. Prior to joining CM Research, Vladi worked for TNS and Harris Interactive in the UK and completed a Master in International Marketing in Madrid. She grew up inspired by Gerald Durrell’s novels and as a child had a cat, terrapin, fish, frogs, hamsters, parakeets and a guinea pig.
Judith GoldsteinDirector
Judith began her career in Animal Health Market Research in France, expanding m2A’s business into the UK market. Working for GfK, she head up operations where she managed the UK and Irish teams in the sales surveys of pharmaceuticals and diets into vet surgeries. She is former Chairman of the Veterinary Marketing Association.
Judith worked for the Mortgage Banking Industry following her BA in Business and Marketing before leaving the states in 1991.
She has two dogs Wellington and Nelson.
[email protected] [email protected] [email protected]
Who we are
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2 Our Panels
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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• Small and large practices• Rural and urban practices• Most of our panellists are small animal vets
We own and manage our online panels
USA veterinarians700 panel members 2000 partner panel Europe
13,000+ vets panel members Including Nordic countries, Central Europe and Russia 30,000+ pet owners
Solid recruitment
High response
rates
High completion
ratesRewards
Vetspanel Demographic Profile The demographic profile of the panellists is in line with the specifics of the profession in each country. The high numbers and detailed profiling information allow us to efficiently reach low incidence groups.
FR2,000
NL600
FI215
ES1,400
Key: •Owner/ Partners
•Employed Vets
Average Vets Per Clinic
IT1,700
DE2,100
CZ600
PL900
SE330
UK2,100
97%
3%
BE
DK
73%
27% DK
80%
20% FR
82%
19% IT
63%
37%NL
51%49%
SE
DE
94%
6%
DE
78%
22% PLDK400
28%
72%
UK 28%
72%
UK
SP
71%
29% ES
82%
18% CZ
BE800
48%52%
FI
PL900
Number of vets in the panel
Vets screened by:● Years in practice● Region● Age● Speciality● Position in practice● Size of practice● Animals treated
Animals treated (apart from dogs and cats) The majority of vets in Vetspanel treat cats and dogs. Other animals treated:
75%
73%
89%
75%
SE
83%
62%
28%
23%
NL
85%
12%
18%
23%
BE
89%
10%
22%
29%
DE
18%
1%
82%
5%
DK
90%
54%
15%
16%
UK
36%
3%
6%
6%
ES
79%
11%
31%
28%
FR
33%
4%
4%
2%
IT
Currently, we can carry out some research with farm animal and equine vets. We will be expanding our panel this year.
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In addition to vets we also have a panel of pet owners PetspanelIt covers 7 of the Vetspanel markets
FI
RU
DK
SE
CZ
NL
BE
PL
ES
IT
FR
DE
UK
215
300
400
330
600
600
800
900
1400
1700
2000
2100
2100
1150
950
7300
4300
2000
4250
5950950
Number of panellists per country
Number of vets in Vetspanel Number of pet owners in Petspanel Number of nurses in Vetspanel
Vetspanel covers 13 EU countries + USA. Petspanel is in 7 EU countries.
UK
Spain
Denmark
ES1,400
DK400
UK2,100
• 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 central level
• Important to include a proportion of owners / partners in each survey
• Respond to online surveys quickly, monetary incentives work well
• 11,000 vets in general practice (3)• 6,000 practices (4)• Small clinics (amongst the smallest in
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.
• 1,475 vets in general practice (5) • Larger clinics than the European
average(but smaller than the animal hospitals in Sweden)
• Most vets treat farm animals as well as small animals
• Important to include mixed vet practices• Respond to online surveys quickly,
monetary incentives work well
And we know what is important when researching each market
(1) (2)source RCVS(3) (4) (5) source SNVEL http://focus.cyberporte.net/pays/index5.html
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Solid recruitment methods
The individual members of Vetspanel have been directly recruited by CM Research by phone or at veterinary congresses. Membership is by invitation only. New members are only accepted after we've verified their details and have contacted them directly. Petspanel members have been recruited through pet specialist websites.
High response rates
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 60% 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 point 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, that 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.
Our recruitment and panellist engagement
We are so confident in the quality of our panellists that we are the only agency that incentivises them immediately after they have completed the survey.
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Sharing our knowledgeNon confidential results are published in articles and often shared with participating respondents, this is an effective motivation for taking part in research.
Contact us at:
Tel: +44 (0)20 87867303 Tel: +44 (0)1372 720041 [email protected] Floor ▪ 61A Rosebery House ▪ South Street ▪ Epsom ▪ Surrey ▪ KT18 7PX ▪ UK
