Maria Elena Rodríguez

2. Is your Brand in the MIND of the consumers?
The SME offers your company the opportunity to know
if your brand is among the ones that people remember
and value the most through the new and improved
2012 Brand Study Marcas que Marcan.

3. IMPROVEMENTS to the 2012 SME Brand Studies
• More interviews for a larger sample per category
• The addition of a qualitative study
• Measurement of the impact of brands in Social Media through
the new study: La Marca Enredada
• Findings presented by industry / category

4. Also INCLUDED in Marcas que Marcan
• The participation of more than one brand per category
• The opportunity to include up to 2 questions about your brand (for your
eyes only)
• Measurement of WOM in the past 3 months
• Aperture to recommend the brand slogans association
• Future intention to purchase
• Drivers for decisional process
• Level of satisfaction with the brand
• Psychographic Profile

5. QUALITATIVE Study Methodology for Marcas que Marcan
• Four (4) focus groups among men and women
from the San Juan metro extended area, ages
18 and up, belonging to a SEL B (wide) and
with an annual household income between
$25,000 and $60,000.
• This methodology will help provide the
WHY’s to the answers obtained from the
quantitative data gathered.
This is a new addition to Marcas que Marcan

6. QUANTITATIVE Study Methodology & Sample Design
Personal survey in two stages:
First stage:
Second stage:
• Sample island wide, 7 regions, random
• Once the impact of users per
stratification, with randomized selected
category is determined, additional
sample units.
interviews are conducted for a
• 1,350 interviews with people of 18 years minimum of respondents in each
or more, representing Puerto Rico's category up to a maximum
population per age, gender, income level sampling close to + 5%.
and region. (12-17 years will be included per
request of customers in their category)
• Maximum sampling error less than 3%

7. QUANTITATIVE Methodology: Data Collection
Information as of May 2012
• The research instrument consists of a
questionnaire of open and close ended
questions, which is validated through pilot
testing.
• The questionnaire will be provided
through personal interviews in areas of
concentration
• Aleatory sample of a minimum of 300
interviews per category

8. Information ANALYSIS
The data analysis will be performed using the
statistical program StatPac.
In addition to obtaining the frequencies and
crossings per categories, further statistical tests
will be performed to corroborate whether the
differences observed in some variables are due to
the association between them and demographics
such as gender and age, among others.

9. What you need to know about the brands with results
segmented by industry or category
• The one without which I can not live
• The most innovative
• The most fun
• The most active
• The most prestigious
• The one that represents the best value for my money
• The most reliable; it never fails
• The most loved

10. Sample of QUESTIONS
Advertising RECALL Measurement of ATRIBUTES
WOM Measurement
I will mention a series of
names of products or services Of the following attributes that I
and would like that you tell will mention, what are the three
me if you remember having In the past three (3) most important to you when
seen or heard any months, a relative, choosing a ________?
advertisement or commercial friend or acquaintance The brand with the best
for that type of service or has talked about the customer service []
product in the past month. If The brand with the best quality
following services or
you have seen them, I like of products or services []
products? The brand that represents the
that you please tell me what
brand or brands, through best value per money []
which media it was, what do Cheapest brand []
you recall and how much you Socially responsible brand [ ]
liked or disliked this message, The brand that reflects your
using a scale where 5 means a lifestyle and personality []
lot and 1 means nothing. The brand you can trust []

11. Sample of QUESTIONS
Use & SATISFACTION Future Intention of TRENDS
PURCHASE
Could you tell me the brand I will read a number of trends or
and model of vehicles that you How likely or unlikely would situations that might be happening
have at home? it be that the next time you in Puerto Rico, and I would like
are selecting a financial you to tell me the 5 with whom
How satisfied or dissatisfied you institution for a product or you most identify.
feel with your car now? Would service, you select [______]?
say that you feel ... • Working from home
• To do transactions and shopping
Are you considering purchasing How likely or unlikely would online / mobile
a new or used vehicle in the it be that the next time • Exercising or playing sports
next year? someone asks for a financial • Activities like yoga, meditation
institution you would and others related to wellbeing
How often do you change your recommend [______]? • Esthetic treatments
vehicle? ______ years • To have social interaction pages
• Joining social causes and / or
environmental

12. New Study La Marca Enredada*
• This is a new SME Study that will measure the impact of Social Media in Brands
by analyzing how brands are perceived by Social Media users in Puerto Rico
• It will include general questions about brands and sections divided by product
categories such as: beverages, banks, telecommunications, cars, food, electronics,
universities and health care insurance, among others (categories will be determined by
the type of companies that buy the study before April 25th)
• The study will be conducted online using Social
Media platforms
• The study will include next steps general
recommendations for Brands
• Companies can include one (1) question about
their brand if their participation is confirmed
before April 25th (For your eyes only)
* This is a separate study from Marcas que Marcan.

13. 2011 Marcas que Marcan Event with Bruce Turkel

14. Studies CALENDAR
Decision to participate: April 25, 2012
50% Deposit & 2 questions about your product / service: April 30, 2012
Validation Pilot: May 4, 2011
Field work: May
Results Analysis: June
Final balance payment to SME: June 22th, 2012
Results presentation: June 26th, 2012
Individual presentations to companies: Starting July 9th

15. INVESTMENT Options per Study
ALL INCLUSIVE OFFER: Marcas que Marcan SME General
Quantitative & Qualitative Study with 2 questions Members Public
about your brand; plus La Marca Enredada Study with 1
question about your brand. * $8,500 $9,000
SME General
Marcas que Marcan Quantitative & Qualitative Members Public
Study with 2 questions about your brand *
$7,500 $8,000
SME General
La Marca Enredada Study with 1 question about
Members Public
your brand in social media. (Includes 2 tickets for the
study presentation) $1,500 $2,000
* Includes 4 tickets to the presentation of the study event on Wednesday, June 26, 2012

16. 2012 Marcas que Marcan Organizing Committee
Chairman:
• Edwin Aquino, Custom Research Center Inc.
Volunteers:
• Iris Morales, Custom Research Center Inc.
• Luis Rodríguez Báez, Estudios Técnicos
• Marisol Lugo, Lighthouse Market Intelligence, Inc.
• Pebbles Guadalupe, In Q
• Eddie Pérez, Puerto Rico Tourism Co.
INFORMATION
eaquino@customresearchpr.com
maria.elena@smepr.org • karina@smepr.org • 787-773-5088