Successful cooperation between Carat, Svenska Spel and Dapresy
Since mid 2010 Dapresy and Carat Insight have cooperated regarding Svenska Spel’s Brand Tracking. The survey purpose is to measure Svenska Spel’s products in terms of Brand awareness, Advertising awareness, Attitudes and Campaign understanding. The survey is based on approximately 20 000 telephone interviews per year.
For Svenska Spel it is very important to stay updated on the development of the parameters measured and through Brand Tracking they get a comprehensive information flow with short lead times. It is also very important to combine survey data with internal information such as revenue and media investments for each product.
Timeliness, availability, clarity and penetration analyses possibilities have become Brand Tracking reporting goals. By choosing Dapresy Pro these objectives can be met and, at the same time, the product demonstrates its excellent capabilities to quickly monitor and enable action on a daily basis. The information becomes a live document where changes can be highlighted throughout the organization, without everybody needing to have detailed knowledge.
Dapresy Pro produces transparent and distinct reports through its capabilities to compile results per product and/or target group. Svenska Spel has chosen to streamline the reports but has tested several design options during the project process. Dapresy Pro offers many design alternatives and opportunities!
Svenska Spel also uses the online portal to import other internal documents, for example useful PowerPoint reports from other surveys connected to specific product/products.
"With Carat’s previous experience of Dapresy as a partner, the given extent of the project, the requirements for quality, consistency / continuity, and the fact that we needed someone who could manage the short time range, the choice of Dapresy was very easy. The fact that project manager Charlotte Hugoo is a former colleague of ours made the choice even more natural" Fredrik Andersson
“Despite the complexity and the many types of input data, the tool has proved it self as very good, especially the research function where you easily can regulate a large number of parameters and quickly generate new graphs and tables”. Martin Johansson
Please contact Fredrik Andersson, Research Manager at Carat Insight if you want to learn more about the technical details regarding Brand Tracking.
About Svenska Spel
Svenska Spel is the largest games operator in Sweden with a net market share of 53 percent. It arranges games and lotteries on Government licence. To meet consumer interest in having a reliable alternative to illegal gaming operations, Svenska Spel also endeavours to provide a broad service in both urban and rural areas.
Social welfare shall be prioritized in the development of gaming forms and throughout the business as a whole. The risk of fraud and illegal gaming must also to be taken into consideration, maximizing gaming management security. Regulators must be able to provide efficient and independent control.
Svenska Spel must maintain a responsible positioning in its marketing, reflecting social engagement and preventing an “overly assertive” impression. Svenska
Spel is wholly owned by the Swedish State. The average number of employees (2009) was 1 748 for the entire group. Svenska Spel is headquartered on the island of Gotland in the Baltic Sea. The mainland office is located in Sundbyberg, outside Stockholm. Källa: www.svenskaspel.se
About Carat
Founded in 1968, Carat has becom the world’s largest independent communications specialist and the market-leader in digital media solutions. Being the only independent media agency network in the world, we are free from agency ties and can focus totally on what’s best for our clients.
Carat is a part of the Ageis Group Plc which is listed on the London Stock Exchange. Globally Aegis employs 15,200 people and it is structured around 2 pioneering business units – Aegis Media and Synovate. The Group has outperformed the global media sector for the last 11 years and we’re the only global marketing services group focused on the two most strategically significant disciplines: media communications and market research.
At Carat, we passionately believe that communications have the powers to transform our client’s business. The Carat network is now present in more than 70 countries with over 5,000 people worldwide. Our clients can expect a team that continually finds new and better ways to connect our clients to their consumers. Källa: www.carat.com