Full-year - Chime Communications PLC

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Research and EngagementResearch andEngagementDivisionChime’s Research andEngagement Division consistsof Opinion Leader, LedburyResearch, Facts International,Brand Democracy, Caucusand Naked Eye.Research and Engagement DivisionBrand DemocracyCaucusFacts InternationalLedbury ResearchNaked EyeOpinion LeaderPeriods of economic uncertainty typically impact mostseverely on project-based services such as market research.However, international expansion and innovative new offershave ensured that Chime’s Research and EngagementDivision ends 2008 with a stronger outlook for theyear ahead.The Division welcomed a number of significant new clientsduring 2008, with award-winning projects enhancing itsreputation as a market leader. Whilst public sector workcontinues to represent a slim majority of revenues, thecontribution of the private sector has been maintained,with new opportunities developing internationally and newproducts generating increased demand within the UK.Early demand for the innovative offers of Brand Democracy,Caucus and Naked Eye is extremely encouraging for theprospects of these companies.Performance during 2008Opinion Leader, Chime’s pioneering research-basedconsultancy, won a Market Research Society award for itsstudy of the future of financial advice and distribution forAegon UK. A multi-national research programme forBupa focused on developing a consumer-centred globalcommunications strategy, while, for Aviva, the agencyundertook global stakeholder research gauging the brand’sreputation across the UK and Europe. Thames Water and theDepartment for Communities and Local Government alsojoined Opinion Leader’s client roster.The health sector delivered growth during the year, withOpinion Leader winning and conducting a major consultationfor Westminster Primary Care Trust as the basis for the Trust’srebranding and further work for City and Hackney PrimaryCare Trust, the Arthritis Research Campaign and WestMidlands Strategic Health Authority.Ledbury Research, which offers an approach to researchtailored around luxury and high net worth consumers,expanded its scope of international clients significantly duringthe year, with 70% of revenues now coming from outside theUK. De Beers, JP Morgan, Jaguar and UBS were amongthe new clients working with Ledbury in 2008.Facts International delivered a year of revenue growth,extending its data collection platforms to include mobile forthe first time and delivering pioneering fieldwork projects suchas an extensive study to determine the effect of the tobaccoadvertising ban on children’s attitude to smoking.New offers generating demandThe launch of two new companies and the acquisitionof a third has strengthened the Research and EngagementDivision’s reputation as a research pioneer, and generatedsignificant demand amongst both public and privatesector clients.Brand Democracy exceeded all targets during its first yearof operation, with a client list that already includes Diageo,the BBC, Channel 4, Kingfisher and Action for Children.The agency uses techniques pioneered in political researchto establish the relative strength of brands and theirmessages through competitive polling.26Chime Communications plcAnnual Report & Accounts 2008
Research and Engagement“Opinion Leader hasalways maintained itsposition as a pioneerthrough the developmentof innovative techniquesand tools that put insightsand technologies fromacross different sectors atthe disposal of its clients.”The digital research platform developed by Caucus, anothernew launch, harnesses the power of social networks todeliver insights into what people say about clients when theyare “not in the room”. Caucus establishes tailored onlinecommunities, allowing analysis of discussions betweenconsumers rather than a simple dialogue with brandrepresentatives. Such consumer-generated insight providesan exciting opportunity to gauge brands’ true reputationsin a digital environment that increasingly dominatesopinion forming.Caucus also provides the Research and EngagementDivision with a platform for rolling out the large-scaledeliberative consultations that it has pioneered in recentyears. The deliberative approach uses informed dialogueto provide insight into how consumer thinking develops.Naked Eye, another newcomer to the Division, is leadingthe way in the fast-developing field of ethnographic research.The ethnographic approach provides clients with a uniqueperspective on consumers by observing behaviour and usingthis as the basis for research discussions. It moves theboundaries of research techniques: from listening toconsumers to observing the way they actually behave.The value of a distinct positioningEach of these new companies has an offer rooted in theDivision’s commitment to helping brands “walk in theircustomers’ shoes”. This distinct positioning has had a highprofile across the marketing community during the past year.In turbulent times, consumers increasingly favour brands thatare demonstrably in tune with their current needs, withcustomer experience a major driver of reputation. Chime’swell-established position as a research pioneer, withdistinctive tools designed to put brands closer to consumersthan their competitors, has real appeal to clients in suchan environment.Chime Communications plcAnnual Report & Accounts 200827
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Chime Communications plc14 Curzon S
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Full-year - Chime Communications PLC

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