COGNTION INSIGHTS is a division of COGNITION HOLDINGS LIMITED and offers a full spectrum of qualitative and quantitative market research solutions and information-gathering through its various units within the company as well as associates outside the company. This division offers the following:
MyPoint Panel MyPoint's foundation is built on providing a reliable vehicle for Cognition clients and South African decision-makers to do targeted marketing and market research through the use of a well monitored and validated sample of panelists who will be representative of the South African population.
MyPoint is a managed community that has explicitly agreed (POPI "opt-in" compliant) to take part in a variety of surveys, competitions, product launches, games and other regular activities and small tasks that form part of their daily activities. In exchange they receive gratuity points that can be converted to a wide range of rewards, benefits and initiatives.
Research Companies and Clients will be able to use MyPoint for:
Clients will be allocated login/s to access the platform.
Accessing the system allows the Client to be able to perform the following actions:
Research Companies and Clients will be able to select samples according to the profiling information that will be collected, it first starts with Registration:
Phase 2 of Registration will collect this information:
Community Builds are an interactive relationship-building programme established to aid the interaction between a company and a sample of their existing and potential customers through involved participation and membership to a Community. It consists of a group of carefully selected customers within a Company's target market, who have agreed to become part of a formalized, ongoing dialogue/relationship between themselves and that Company. It is an interactive programme designed to establish a direct and long-lasting channel of communication, resulting in a clear relationship.
Community Builds could be presented to almost any company that is serious about understanding their market place whose focus is to strengthen relationships with all their customers as a result of this understanding.
Developing a Community turns the raw data already collected into meaningful information with context (Step 2 in the diagram below).
Knowledge 350° is a roadmap that enables a client to make the transition from "segmented marketing" to "one-to-one" marketing which initially starts with the data collected from Clients Lists or Call to Action Campaigns (MediaWorx) and will end up building singular granular views of each customer.
The purpose of this Community (and opt-in database) would be to understand who their customers are through a series of profiling exercises in order to be able to interact (and promote) relevant to their likes, interests, demographics and psychographics.
The steps involved in establishing a Community can be defined as follows:
COGNTION INSIGHTS offers a full spectrum of qualitative and quantitative market research services that deliver actionable solutions. This includes all or any one of the following services:
Omnibus / Syndicated Studies
An Omnibus Study is where data on a wide variety of subjects is collected during the same interview using quantitative methods. Usually, a number of research clients and users will be invited to provide questions for the survey (paying to 'get on the omnibus'), while sharing common demographic data collected from each respondent.
A Syndicated Study is quantitative research that is usually conducted and funded by a market research company with the results being made available to the open market for anyone who wishes to purchase it.
The advantages to the research client / users include cost savings (because the sampling and screening costs are shared across multiple clients) and timing (because omnibus and syndicated samples are large and interviewing is generally ongoing).
Both studies generally use a specific sample that is representative of the population (of that subject or industry) and can be conducted either by CATI, CAPI or WEB.