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Face to Face Interviews for Household Brand Tracking
Household cleaner manufacturer Reckitt Benckiser is this year standardising its global research methodology for brand tracking, when it commences a programme for its household brands of face-to-face interviews with UK consumers for the first time.
Although the company has previously used telephone interviews in the UK, despite conducting face-to-face interviews in other countries, it has now has decided to align its UK research techniques with those used elsewhere in the world.
Nunwood Consulting has been appointed to undertake the organisation's UK household brand tracking across a number of key categories throughout 2003; the interviews commenced in January 2003. The face-to-face interviews will be repeated regularly to provide consumer insight into such well-known brands as Airwick, Dettox, Harpic and Immac. A team of six dedicated field researchers from Nunwood will provide consistency to the research across the twelve month project.
Phil Rushfirth, Head of Quantitative at Nunwood, commented: 'There is a trend for global organisations to standardise research methods and reporting across countries to ensure results are representative and universally consistent. Face-to-face interviews are a progressive step, as they will certainly give Reckitt Benckiser a deeper insight into consumer thoughts and opinions. Building on our successful brand tracking relationship with Reckitt Benckiser, gained through Nunwood's work with them in 2002, this switch to face-to-face interviewing will allow us to bring their UK household research strategy into line with their global research.'
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