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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Omega |
The requirement — sponsorship evaluation
Omega is a Swiss high-end watch manufacturer and one of the world’s foremost luxury brands. The company has a history of sponsoring Olympic events, the most recent of which was the 2008 Beijing Olympics, where they acted as official timekeeper.
Omega commissioned Comperio Research to undertake a global consumer study across 10 markets, to help them understand the extent to which their association with the Games impacted brand advocacy and brand awareness.
The solution
Comperio conducted two waves of research, comprising a total of nearly 9000 telephone interviews with respondents within the UK, China, Hong Kong, USA, Japan, France, Germany, Switzerland, Italy and Russia. The first wave took place three months prior to the Games and the final phase immediately after the close. This two tier approach was extremely beneficial, as the pre-event research acted as a benchmark against which the follow up post-event study could be compared. The objective being to track shifts in perception and affinity over time.
Comperio designed the questionnaire to measure:
- General attitudes, perceptions and awareness of the Omega brand
- Positioning of the Omega brand in relation to competitors such as Rolex, Tag Heuer and Seiko
- Awareness of the Olympic sponsorship and all associated advertising
- Impact of the sponsorship on key brand measures such as brand consideration, purchase intent, brand image, brand awareness and brand loyalty
To add further value, Comperio used segmentation modelling to identify differences in opinion between the various regions, and between sports enthusiasts and non-sports enthusiasts.
The business benefit
Omega now fully understands the return on investment delivered by the sponsorship programme and has an appreciation of the long-term impact on the brand. The global focus of the study has also alerted Omega to varying perceptions across different markets, which has enabled the company to understand how the emphasis of their communications strategy needs to be adjusted in each territory.
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