In the last 30 years more information has been produced than had been in the previous 5000 years. A child in the UK happens to view 140,000 TV ads by the age of 18. One weekend copy of NY Times contains more information than an ordinary British man of 17th century might have been exposed to through his life. They all indicate that the companies of today need to communicate via right messages and channels.
The concern stated in high percentages by the public isn’t reflected to the food condumption equally. For instance, 55% are “uneasy” about chicken consumption but 92% go on consuming it and for 80% of it the consumption frequency rises to at least once or twice a week.
The first news of New Economy Club on Sabah Newspaper was on the Y generation youngsters and their company choices. ERA was the coordinator of the research conducted for the page consulted by StratejiCo.
ERA conducted a research for StratejiCo to learn the perception of the people living in İstanbul about the recent social events and to understand the change of perception on brands during that phase.
The research conducted by Era Research & Consultancy for Visa Europe Türkiye state that Turkish people love to live fast and perceive payment cards among the means that speed up their lives.
The article written by Elvan Oktar, one of the co-founders of ERA, on the column of Ali Saydam in Marketing Türkiye, where she suggests the researches to be conducted on merely the details to be used...
The opinions of Nazlı Yüksel, one of the co-founders of ERA, on the column of Ali Saydam in Marketing Türkiye on pre-packed models used in research...
In February 2008 we asked a few questions on the phone to 400 people from 12 cities who reflect Turkey in general. You will find some of these fun results attached, special to the Women’s Day…
Second Ethical Barometer research conducted by ERA for TEDMER (Turkey Ethical Values Center) was completed. The study which was the first research of 2007 was conducted right before the elections and opinions on the ethics of the new government to be were taken as well…
Sağlığa Erişim Derneği (SERDE), vatandaşların yeni hükümetten sağlık sistemi konusundaki beklentileri değerlendirmek, son 1 yıl içinde hangi alanlarda gelişim meydana geldiğini ve hangi alanlarda sorunların devam ettiğini belirlemek üzere bir anket çalışması yaptırdı. ERA Araştırma ve Danışmanlık Şirketi tarafından Türkiye’yi temsil eden 12 ilde 600 üzerinde denekle görüşülerek yürütülen araştırma Haziran ayında gerçekleştirildi...
If celebrities want to climb up the ladder of fame and be permanent they need to be managed just as companies.
Elvan Oktar, the co-founder of ERA Research & Consultancy and an expert on personal brand researches, who executed the first personal brand research in Turkey, states that such research is beneficial for determining new strategies...
Social responsibility projects turned out to be one of the most important trumps to increase the brand awareness of the companies. Some open schools, some hand out toothpaste, some respect history and some fight against cancer. And both the public and the company benefit…
ERA Research & Consultancy was founded by three experienced researches of the sector in June, 2006. Its co-founders are Elvan Oktar, Nazlı Yüksel and Semiha Kısmen…
First Ethical Barometer research conducted by ERA for TEDMER (Turkey Ethical Values Center) was completed. This research is the first research tracing the changes in ethical values in Turkey.
While reputation research has been conducted rather prevalently around the world, the execution of this research in Turkey has increased in use over the last five years. Reputation is the perceptional indicator as it is known. But why is it that important to measure this perceptional indicator? Because the increase in the reputation of a company adds value to it in many ways: increases productivity of the employees and loyalty of the customers, affects investors, gets positive support from the media and even decreases operational costs.
At this point the question: “who uses repuatiation researches?” shall be answered: Communication agencies to prepare communication plans for their customers; companies which are attentive on corporate communication aiming to sustain its communication management; companies which are in the stock exchange; companies which are not in the stock exchange yet but in preparation for it; companies which execute social responsibility projects and are willing to see the effect involved. On the other hand the communication agencies working on the reputation management shall make use of repuatation research to develop and plan communication strategies which are correct and target oriented for their customers. It is beneficial to have comprehensive reputation researches (where number of shareholders is high or where all messages are measured) once a year in general. After this study the actions taken on the basis of social shareholders shall be monitored every 3-6 months. Thus, the effect of the actions taken can be observed on the social shareholders periodically. The researches made on the basis of shareholders would prevent unnecessary research expenses as well.
As a team which conducted more than 150 reputation researches for more than two years, ERA learned what to do and what not to do during these researches. In that respect the role of experience is very crucial to realize a reputation research which will be beneficial for the company and create value at the same time. This experience shall be obtained in two dimensions: on the basis of shareholders and sectors. Since there is a multi-shareholder model, it is important to know the dynamics of each shareholder, define its relation dimension to the company and know how to collect information methodologically. Additionally, one needs to know the sector the company works in and the special factors thereof. When dimensions are not fully mastered, some factors that affect the reputation of a company may be lost.
Another significant point is that reputation researches require a great deal of interpretation since it is an approach that takes the perception measurement as the basis. In order to reflect the results on communication and action plans and to detect priorities relevantly, one needs to have a perspective which may occasionally go beyond mathematics, statistics and marketing. At this point, surely your former research experiences will be your guide as well.
There are some mistakes made in reputation researches which may spring from both the client and the research company. The company may not have the reputation measurement constantly, thus no monitoring, which leads to the change of reputation. Moreover, researcher may overlook company specific strategies. For instance, one benchmark company definition may be allocated to all companies or merely “follow the leader” strategy is recommended. Or statistically insignificant differences may be presented as too important. Another mistake made by both sides is to disregard the shareholder interaction. Another significant problem is the completion of the study in a too long period, which may result in one’s reputation changing during the research.
Reputation research is a must for companies to achieve their future targets, to sustain a right and consistent relationship and communication method with its shareholders, and most importantly to manage its reputation correctly.
“You can only appreciate the reputation that you can measure.”
ERA Research & Consultancy