Transparent act of purchase

Konnex supplements Demoscope market radar with research projectBy Daniel Schifferle Winterthur-based Konnex AG is conducting its own research project to shed light on the most important moment in the life of a product: the act of purchase. Eight sectors are to be scrutinized over a period of three years.
Konnex AG is realizing what it announced when it was founded around a year ago: "An in-house research project was part of our strategy right from the start," says Peter Döbeli, Managing Director of the Winterthur-based media agency. The present study focuses on the most important, but previously little researched moment in the life of a product, the act of purchase.
"The way in which a product is selected and purchased is crucial to its success or failure," explains Döbeli. This is why the communication strategy and, in particular, the media strategy must be geared as strongly as possible towards influencing the purchasing process. This is the aim of the Konnex Purchase Act Study.
This exclusive study provides information on how different target groups go about shopping. It provides information on the power of brands and retail channels and shows how best to influence the purchasing process through communication. Among other things, the study answers the following questions: Which target groups buy and how? How strongly does the power of the brand influence the purchase decision? Does the brand influence the choice of purchase location or is it the other way around?
Compatible with Demoscope Radar and PAM
The study is not only produced in collaboration with the market research institute Demoscope. The purchase act study is also precisely based on the Demoscope Market Radar system. This means that it fits seamlessly into the work processes with the proven and widely used tool. Furthermore, the Purchase Act Study is of course also compatible with all other instruments that are based on the Market Radar. For example, with Publimedia's Print Advertising Monitor (PAM).
In other words, the purchase act study also promotes the Demoscope tools. This has an impact on the costs that the market research institute charges Konnex AG. "Of course we receive a preferential rate," reveals Döbeli. Nevertheless, the total amount of around CHF 200,000 for the three-year collaboration with Demoscope is a hefty sum for an agency with just 4.4 full-time positions.
The study on fresh dairy products was just the beginning. Over the next three years, eight different sectors and product groups will be scrutinized (see box). The second act of the Konnex study has been announced for the fall. Then it will be the turn of chocolate and confectionery.
Topics and prices

The Konnex purchasing act study is conducted over a period of three years. The following eight sectors and product groups are being researched: cars, food (divided into nine different product groups), cosmetics, consumer electronics, large electrical appliances, telecommunications, detergents, clothing and underwear.
Customers can benefit from the purchase act study in two ways. Variant without consulting mandate: Purchase of the raw data set. The price depends on the complexity of the respective sub-study. For the first case, fresh dairy products, it is CHF 12900 plus an additional license fee for agencies of CHF 5000. Variant with consulting: Strategic consulting by Konnex, which also includes the purchase of data. The costs for the data are part of an individual offer for the consulting mandate.