Research

Post campaign effectivity measurement is an inevitable additional survey beside professional media planning systems; it’s results make it possible to subsequently analyze, support and verify campaigns built up via a media planner system. Effectivity measurement also serves useful information also on the creative content’s delivery to the target group (effectiveness of the mediating channel), as on how the content and the message impressed the receivers (in the means of the most basic kinds of impressions an advertisement awakens). Fieldwork of post campaign effectivity measurement, based on the questionnaire that follows international standards of creative post-surveys, repeats on a monthly base. Results, together with the relevant benchmarks (average of campaigns of the same advertiser, market segment, sector etc.) are displayed and delivered to our clients in C-Test software.

Scores Group runs regularly on-spot reviews observing physical parameters which affect visibility, quality of advertising panels. Such parameters e.g. height of the panel, its distance from the passing road or railway (way of traffic), its angle to the way of traffic, its visibility distance, aspects disturbing visibility, the panels’ exact mapping coordinates etc. The most significant of these reviews is the monthly review of Uniform Outdoor Information System (EKIR), which assesses the panels in system using a complex online query. The results of EKIR play a great role in other outdoor solutions of Scores Group (especially outdoor audience measurement and campaign planning).

The adex out of home audience measurement of Hungary, based on data derived from the outdoor route database, visibility study and EKIR (Uniform Outdoor Information System) delivers campaign-level contact results together with the socio-demographical background of people reached by the campaign. Outdoor Full Power (OFP) is a software solution for panel-based outdoor campaign planning, optimization, delivering several relevant indices of a given outdoor campaign’s audience and endurance. OFP contains a current database of all the standard, citylight or bigger outdoor surfaces available in Hungary. Results of a given campaign can be reviewed on charts, crosstabs and interactive maps. The most important attribution of the software is its flexibility; allowing the users to save, open and use a variate of statistics and analysis. OFP is capable of campaign planning also.

Temporary, unique size or ambient outdoor advertising tools don’t appear in outdoor audience measurement (and OFP software) concerning only permanent, standard size, campaignable surfaces. Reach reports of reach and contact results of such campaigns are delivered eventually for a specific order, and are arranged via a simulation process based on the outdoor route database. Reports contain description of the location, display of the advertising surface and the most relevant reach and contact indices of the campaign among the target group.

Entrusted by local municipalities and companies of those, Scores Group regularly processes reviews covering full settlements, which cover whole settlements and deliver a cadasterlike full picture of outdoor advertising tools found in the area of the settlement and give a full evaluation on their number, state etc. (aspects arranged with the procurer). The survey delivers a digital picture of each surface, which is delivered to the procurer together with the database of all results of the survey in a software designed specifically for this purpose.

The main goal of monitoring survey is to explore errors in cementation, realization, or placing of advertisements. However, monitoring survey makes it possible to collect data and information relevant and valuable for parts or whole of the outdoor media market. Scores Group reviews all standard size outdoor advertising tools (euro and avenir size billboards, euro unique size backlight equipment, magnum panels, citylight and midilight equipment, advertising columns), detects the advertisement campaigns placed on them, and gathers and connects additional data of both the surfaces and the campaigns (list prices, advertisers, agency of the advertiser, campaign status etc.), then imports the results to an analyzing and displaying software developed specifically for this purpose (Outdoor Reporter). Clients receive this software and access to the monthly updated database in it. Full monitoring is the only market data source which is based on real fieldwork and research, which delivers a full overview of the structure, trends and changes of the market for the clients (advertisers, agencies and other actors of the market).

Scores Group often delivers its clients presentations, analyzations, studies on whole or part of outdoor advertising and media market. Above that, Scores Group also does consulting services in such topics.

Satisfying ad hoc needs, customizing the survey issues together with the procurer, Scores Group delivers specific surveys, re-analyses on data derived from media audience measurements, opinion- and attitude surveys (regarding, if needed, specific target groups that are relevant for the media product that is object of the observation), studies, comprehensive market trend analyses, brand and image surveys, consumer group segmentations etc. In the case of ad hoc surveys, the problem and the survey method is specified in cooperation with the procurer, all other tasks associated with the survey (such as editing the questionnaire, sampling and specifying the quotas, fieldwork, cleaning, weighting and processing the database, obtaining and structuring databases needed for re-analyses) are performed by colleagues of Scores Group. Delivery of results in the form discussed with the procurer (company presentation, study essay, leader summary etc.).

Partners and colleagues of Scores Group have decades of experience when it comes to processing, and understanding Hungarian and international radio audience measurements of multiple methodologies. Currently syndicate Hungarian radio audience measurement is ran based on the tender of National Media- and Infocommunications Authority (NMHH). Scores Group contributes in the execution of the National Radio Audience Measurement, and publishes results on the website regularly.

For music radios it’s inevitable to choose the right musical content to serve their audience, but also for talk radios it’s necessary to use music in their programs that are satisfactory for their listeners. Scores Group applies two basic methodologies of music surveys, which are developed to answer the needs of radios.
One of such questions is the target groups different musical portfolios can find, who appreciates what sort of music mostly. In other words, how many permanent listener can be reached by a certain kind of music radio, and indeed who these listeners will be (in the manner of age, educational level, gender, purchase power, ESOMAR status etc.). The main goal of so called in-hall or AMT (auditorium music test) surveys is the detailed observation of musical interests, discovering what styles or exact hits the listeners of a certain radio prefer, and what connections can be detected between different songs and genres. These surveys test the reception of large amounts of music of a wide spectrum in genre on a sample containing more segments of listeners. They are suitable for experimental trials of broadening the musical profile of a certain radio station (estimating the size of target groups expected to be reached by a genre) as well as for establishing and evaluating a whole musical portfolio.
Other aspects come to the front when it’s only about most current hits and slight changes in an otherwise complete musical profile. When there are more stations of similar musical portfolios on the same market, it’s inevitable for them to overtake each other, anticipate and dictate musical fashion instead of following, trying to keep up with it. Thus it’s important for them to be aware of the latest trends, the awareness and appreciation of new songs, to find the hits that helps them keep their audience safely and even find and attract new people, or which songs are boring already, making it adverse and risky to be often repeated. Regularly processed so called callout surveys ran on small sample, focusing specifically on the target group of the certain station follow and monitor trends of hits appearing, taking off, soaring and fading. Musics under observation are currently played songs, results can be interpreted on the timeline by their trends.

Satisfying ad hoc needs, customizing the survey issues together with the procurer, Scores Group delivers specific surveys, re-analyses on data derived from media audience measurements, opinion- and attitude surveys (regarding, if needed, specific target groups that are relevant for the media product that is object of the observation), studies, comprehensive market trend analyses, brand and image surveys, consumer group segmentations etc. In the case of ad hoc surveys, the problem and the survey method is specified in cooperation with the procurer, all other tasks associated with the survey (such as editing the questionnaire, sampling and specifying the quotas, fieldwork, cleaning, weighting and processing the database, obtaining and structuring databases needed for re-analyses) are performed by colleagues of Scores Group. Delivery of results in the form discussed with the procurer (company presentation, study essay, leader summary etc.).

Sindicated print media audience measurement is ran for National Readership Survey ltd. (Nemzeti Olvasottságkutatás kft.) as procurer. After the success on the tender procedure, Scores Group takes its part in processing the readership survey, and reports about the results regularly. 25.000 respondents fill the recent reading-method face-to-face questionnaire (PAPI). The sample is representative for the 15 years and older population of Hungary. Results of the National Readership Survey are inevitable both for publishers’ strategic decision-making, and for agencies and sales.

Satisfying ad hoc needs, customizing the survey issues together with the procurer, Scores Group delivers specific surveys, re-analyses on data derived from media audience measurements, opinion- and attitude surveys (regarding, if needed, specific target groups that are relevant for the media product that is object of the observation), studies, comprehensive market trend analyses, brand and image surveys, consumer group segmentations etc. In the case of ad hoc surveys, the problem and the survey method is specified in cooperation with the procurer, all other tasks associated with the survey (such as editing the questionnaire, sampling and specifying the quotas, fieldwork, cleaning, weighting and processing the database, obtaining and structuring databases needed for re-analyses) are performed by colleagues of Scores Group. Delivery of results in the form discussed with the procurer (company presentation, study essay, leader summary etc.).

Satisfying ad hoc needs, customizing the survey issues together with the procurer, Scores Group delivers specific surveys, re-analyses on data derived from media audience measurements, opinion- and attitude surveys (regarding, if needed, specific target groups that are relevant for the media product that is object of the observation), studies, comprehensive market trend analyses, brand and image surveys, consumer group segmentations etc. In the case of ad hoc surveys, the problem and the survey method is specified in cooperation with the procurer, all other tasks associated with the survey (such as editing the questionnaire, sampling and specifying the quotas, fieldwork, cleaning, weighting and processing the database, obtaining and structuring databases needed for re-analyses) are performed by colleagues of Scores Group. Delivery of results in the form discussed with the procurer (company presentation, study essay, leader summary etc.).

Scores Group runs the only answer panel in Hungary that is dedicated for media research. Through its size and segmentation, the answer panel is sufficient for processing big sampled, nationwide representative surveys as well as surveys valid of more specific or hard-to reach segments, or meeting multi-dimensional quota standards. Thanks to the deliberate incentives system and expert panel management strategy, response rates are uniquely high in Hungarian terms, most surveys produce analyzable number of completed questionnaires in just a few days. Questionnaire programming, delivery and – if needed – clarifying and weighting of data files are processed by professionals, which results in valid and reliable data. Beyond fieldwork of tracking surveys, ad hoc questionnaires are ran also quite often on the answer panel. The most important principle of managing the answer panel of Scores Group is that it should remain dedicated specifically to media researches, which makes this panel one of its kind in Hungary: most various media researches take more than 95% of the questionnaires ran on the answer panel, above that there are a number of “colorful” research subjects as pieces of curiosity, of which panel members also receive a short result summary.

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