UMR
specialises in the development of stand-alone benchmark surveys for
organisations that are setting the base coordinates for medium to long-term
strategies. Our fortnightly Omnibus Survey gives clients the ability to
evaluate the success of any aspect of their strategy through repeat modules
taken from the benchmark or by tracking change over time.
Brand development and audits
UMR
has provided the research foundation for several major successful product and
service launches. Clients come to us because we know those critical aspects of
the Australian mood and mindset that are essential when developing brand values
that will connect with your segment of the market.
Campaign polling
Understanding
exactly what people think about your organisation and issue and why provides
decision-makers with a way forward. In Australia, UMR has been continually
polling since 1991. We have the most comprehensive database tracking political
parties, leaders, issues, mood and perceptions of the electoral system. The
experience of our team working on political issues and campaigns in a variety
of electoral systems is unmatched. Our record is second to none in predicting
outcomes Research findings give clear direction on how to influence the
knowledge, attitudes and behaviour of key audience groups. They also let
clients know which messages work, how to fine-tune their wording and what are
the best vehicles for delivering them. UMR's background in polling means we are
highly attuned to the values, aspirations and concerns of mainstream
Australians and New Zealanders so we can place your issues in context.
Corporate - government - media relations
The
corporate, government and media interface is at the cutting edge of many of the
most controversial issues in Australian society today. It is the complex and
often unpredictable interaction between these three factors that can play a
critical role in determining the outcome of many decisions and issues.
It
is no longer sufficient to be an expert or well skilled in any one of these
areas. What is now required is a multi-disciplinary skill set that provides
insights into this area. It is frequently actionable, strategic market research
that is the currency that links together these sectors.
Often
research is developed and undertaken by corporate with a view to how it will
impact on the government and the sort of media environment that will be
generated. This is an area where UMR is strong and has unparalleled experience.
UMR's
depth of knowledge of the interface between the corporate, media and government
sectors means it is uniquely placed among research companies to provide
tailored research and provide the advice in a complex area that is critical for
clients.
Community consultation
Community
consultation is a core area of our business and we have significant expertise
researching community attitudes to commercial or government developments that
may affect their local area.
We
have researched community attitudes to issues such as:
Refineries and
smelters being expanded or shut down
The proposed
development of major industrial plants
Building of
major motorways and introduction of electronic tolling
Location of vehicle
emission stacks near new tunnel entrances and exits
New public
transport systems
Sources and
pricing of utilities such as water and electricity
Upgrading
electricity transmission lines, requiring much larger poles and more
electricity wires
Deepening of
ports
Building of new
suburbs
Planning issues
relating to developments and zoning in existing suburbs
In
the most fundamental terms, our community consultation work focuses on:
Understanding
the context of the issue and where it rates in the community's hierarchy
of concerns
Assessing
knowledge of the issue and current sources of information
Understanding
levels of support and opposition and the reasons behind existing attitudes
Identifying ways
of shifting community sentiment using different messages and
communications vehicles
Competitor analysis
UMR
can help you to develop a sound business case, identify your main competitors,
know what their product and price offer is, where the gaps are in the market or
the best location for new services. By employing UMR's comprehensive desk-top
research tools, 'mystery shopper' techniques and extensive range of qualitative
and quantitative research techniques we will help you gain the edge over your
competitors.
Corporate reputation
Many
people talk about corporate reputation, it's a field full of experts. But
understanding what it really means and the unique factors that often interact
to determine corporate reputation is more art than science.
A
company's corporate reputation depends upon a myriad of factors: customers, its
management, history, strategic approach, and regulatory impacts to name just a
few of them.
Understanding
corporate reputation and how the above mentioned factors both create, influence
and sustain it is a task that demands the most sophisticated and subtle
research approach.
UMR
has conducted many studies into the factors that influence corporate
reputation. This, together with our benchmarking skills, ability to identify
and understand key drivers of public opinion and experience in positioning
corporates provide critical input to public relations and communications
strategies.
Crisis communications
As
an adjunct to issues management,
UMR's senior team can respond rapidly to a client's request for assistance
when a crisis occurs. We have the ability to be in the field almost
immediately conducting focus groups overnight if needed.
Customer satisfaction
We
have designed customer satisfaction surveys for clients in technically
demanding areas like electrical engineering to those providing specialised
services in areas like border control. Draw on UMR's extensive experience to
design the customer satisfaction survey that best meets your needs. Our ability
to support qualitative research with cost-effective quantitative modules enables
clients to utilise a range of customer satisfaction measures.
Financial products and services research
UMR
has researched a wide range of financial services and products including home
loans, managed investments, stockbroking and credit cards. This has involved
research amongst a broad spectrum of people from retail clients through to very
high net-worth individuals or small business operators.
Issues Management
UMR's
extensive political and media experience means it is the country's premier
research company for issues management. We have worked with many of Australia's
leading public relations and advertising agencies to ensure clients gain the
benefit of fully integrated response to issues. Our proven techniques and depth
of knowledge about the public mood and mindset will identify the most salient
and persuasive positions for clients to take on any issue. As issues develop,
we track changes in public perceptions and provide ongoing advice to guide
clients to their goals.
Our
work in this area covers the full spectrum of business and social activity from
large scale industrial organisations through to financial services companies
and also charities and NGOs. It is this spread of experience that provides UMR
with its unique insights into handling what in many cases are the very complex
and difficult issues facing many organisations in Australia too.
One
of the unstated but vital successful issues management work is being able to
function cohesively as part of a well integrated team. Issues management is by
definition and multi disciplinary activity, often involving professionals in
communications, legal and marketing disciplines. UMR prides itself on being
able to easily slip into and contribute productively and effectively as a
member of the team.
Omnibus survey
Clients
use our Omnibus survey as a cost effective research tool when they want to
gauge nationwide views about virtually any social, commercial or political
topic. Modules for several clients are run in the survey, so an array of
demographic questions is shared and the overall cost to each client is greatly
reduced. And because it is almost constantly in the field, critical issues or
indicators can be tracked, for instance, to measure the success of a campaign.
Australia
We
conduct 1000 telephone interviews with Australians aged 18 and over. The sample
is fully national and random and we cross-tabulate responses by the following
standard demographics:
Age
Gender
State
Income
City/regional
Vote
Many
results from UMR's omni poll have been featured in major newspapers (like The
Sydney Morning Herald and The Australian) in recent years, often on page one.
New
Zealand
We
conduct 750 telephone interviews with New Zealander's aged 18 and over. The
sample is fully national and random and we cross-tabulate responses by the
following standard demographics:
Age
Gender
Ethnicity
Region
Income
Occupation
Vote
UMR's
Omnibus tracking survey of public opinion is the longest, continual tracking
survey of its kind in New Zealand. In 2005, UMR moved its Omnibus to a
fortnightly basis. This allows clients to pinpoint more precisely when and why
changes have occurred to their tracking and means our research is almost
constantly in the field ready to respond to client demands.
Online data and literature research
Many
companies neglect the value of secondary research sources, but UMR takes pride
in exhaustive searches of existing international research and related sources
to inform the front end of projects and capture existing insights. This ensures
clients can adjust their requirements to advance the level of information they
require before fieldwork is undertaken and avoids unnecessary re-inventing of
the wheel. Our secondary sources are diverse ranging from research and
statistical data available through government agencies to private sector
lifestyle and values studies through to research available through to
subscription-only international research, think tanks, blogs and media
organisations.
Australia
UMR has been the primary private pollster to the Australian Labor Party both
federally and in every state and territory for the last 10 years. Every state
premier or territory chief minister in Australia is a current UMR client.
We
use qualitative research to canvass and explore issues in the community,
candidate attributes, and reactions to policies and communications materials,
including television advertisements.
Quantitative
work includes stand-alone mid-term studies, nightly tracking in the lead-up to
elections and rapid reaction monitors in individual seats.
We
believe our success in the political arena is based on our strong edge in
sampling, highly accurate quantitative results, our ability to move rapidly
into the field and turn around results and our cumulative political experience.
Public opinion polling
UMR's
background in polling means we are highly attuned tot he values, aspirations
and concerns of mainstream Australians. We pried ourselves on understanding
at a deep level what drives mainstream Australia; their fears, anxieties,
what they take pleasure in, what they strive for.
In
Australia, UMR has been continually polling since 1993. We have the most
comprehensive database tracking issues, political parties, leaders, economic
factors, mood and perceptions at a national, state and regional level. The
experience of our team working on political issues and campaigns in a variety
of electoral systems is unmatched. Our record is second to none in predicting
outcomes.
Research
findings give clear direction on how to influence the knowledge, attitudes
and behaviour of key audience groups. They also let clients know which
messages work, how to fine-tune their wording and what are the best vehicles
for delivering them.
Shareholder research
A
UMR speciality is researching opinions of shareholders or prospective
shareholders. Our research in this area generally falls under three headings:
1.IPOs, floats or new
share issues; in most cases, determining how many people will take up the
shares being offered.
2.Mergers or
takeovers; research can gauge shareholder awareness, levels of support or
opposition to the action as well as testing and tracking communications and
their impact.
3.Management of
general shareholder relations; this can involve many purposes including
assessing shareholders' satisfaction with their investment, reactions to
decisions made or being planned by directors, assisting management in dealing
with controversial public issues involving the company or testing
communications - either written or verbal - aimed at shareholders.
Stakeholder Research
UMR
helps corporates understand the attitudes and perceptions of their key
stakeholders and the environment in which they are operating. Our findings
are often used to guide business strategy as well as communications and
marketing efforts.
Our
work covers a wide range of corporate events including:
Issues and
crisis management
Corporate
communications
Retail
shareholder communications
Employee
communications and cultural change
Branding and
corporate positioning
Financial
transactions
Restructuring
Annual General
and Special Meetings
UMR
conducts research with stakeholder groups including:
Customers
Suppliers
Employees
Retail and
institutional investors
Media
Government
Peers
Local
community near offices or facilities
General public
Strategy
Development
At
the end of the day, the key function of research is to inform and aid in the
development, implementation and execution of successful strategic approaches.
Research doesn't stand alone. It provides the foundation upon which the
strategic insights and choices are made and developed.
UMR
works with clients to prepare fully developed strategies. Half or full-day
planning sessions take research findings to the next step. With our knowledge
and planning skills, we are uniquely placed to facilitate senior management
teams to obtain buy-in to a shared strategy and so gain the best value from
the research.
Social Marketing
UMR
applies its unique combination of research and communication skills together
with intervention logic modelling to effectively advise on how best to target
public campaigns and achieve changes in behaviour rather than simply achieve
awareness.
UMR
has expertise in identifying barriers and benefits to activities, developing
strategies to utilise tools demonstrated to be effective in changing behaviour,
and evaluating developed strategies, including thorough message testing and strategic
advice. UMR has worked for many clients including state governments and not for
profit organisations, with experience particularly strong in health related
topics including health prevention measures.
Testing of advertising and communications materials
Advertising
is a major marketing expenditure. Decisions to go with one campaign or
another should not be made on gut instinct or by the dazzle of the creative.
When you need an independent assessment of a campaign which goes beyond
awareness and recognition to how effective the message is and how best to
deliver it you should seek professional advice.
Youth research
We
use novel and specialised methodologies to yield unique results. We identify
emerging trends and lifestyles at the street level, insights into specific
preferences and lifestyles that enable clients to really listen to young
people without seeing them through the lens of an established brand model.
