Interactive Market Research S.r.l.

Interactive Market Research is a full-service market research institute and a pioneer of online methodology in Italy since 1999. We believe that every research project deserves dedicated attention in order to identify the most suitable methodological approach based on its objectives and target

In this regard, we complement traditional methodologies with an online approach which, thanks to the continuous growth of internet penetration—both in quantitative terms and in terms of social representativeness—has become an increasingly reliable tool for conducting trustworthy research. By integrating online research with traditional data collection techniques, Interactive is able to offer its clients a comprehensive range of products to support managerial decision-making.

Interactive was founded by five partners with backgrounds in prestigious multinational companies (P&G, TIM, Shell) and the academic world (IESE Business School, University of Naples – Federico II). This blend of cultures, skills, and managerial experience makes Interactive a unique, reliable, and expert research institute, strongly focused on client satisfaction.

Management team

Our Sole Director is Maurizio Pucci

Main Contacts

Our Research Director is Maurizio Pucci, while Luca Ghezzi is our Director of International Research. Our Senior Partner is Emanuele Alborghetti

Specializations

Interactive Market Research works in the following sectors

• Consumer (needs, attitudes, opinion, trends)
• Product-service (concept, package, usage, habits)
• Communication (advertisement, logo, concept, price)
• Brand (identity, image, positioning)
• Business (volume estimates, purchase panel, test market, Customer satisfaction)

Online Methodology

Our extensive experience in online research has enabled us to validate several well-established traditional research techniques. Examples include Brand Price Trade-Off, Price Elasticity, TURF Analysis, and Customer Satisfaction studies. When properly adapted to the web, these methodologies not only allow for fast and cost-effective feedback, but also help minimize bias from socially desirable responses (a particularly relevant factor for the techniques mentioned above). To ensure the highest level of professionalism in conducting online studies, we developed a proprietary panel from the outset—recruited both online and offline—designed to offer the flexibility needed to meet client sampling requirements; a dedicated software infrastructure for panel management and quality control, the preparation and execution of multipanel research at an international level, and, finally, the optimization of data analysis and results presentation. Interactive manages an online panel of approximately 60,000 Italian users through proprietary software (PRIMIS), which integrates the database for target selection, automated survey invitations, highly interactive questionnaires, and consumer responses. This integrated technology platform enables accurate quality control and highlights any inconsistencies between responses and the information stored in the database.

Traditional (quantitative and quantitative)

Interactive offers the full range of traditional research and data collection techniques. In the qualitative field, it favors an integrated approach that combines classic motivational techniques (such as focus groups, in-depth face-to-face interviews, paired interviews, etc.) with innovative data collection methods (like “ethnographic” interviews), technology-based tools (such as the eye movement monitoring system Eye Tracking), and multidisciplinary techniques (like semiotic analysis). This mix is ​​harmonized by the Interactive qualitative researcher, who makes a synthesis with greater added value for the client. In the quantitative field, Interactive uses a network of detectors and interviewers istributed across the entire national territory and particularly widespread to manage the numerous mystery client interventions carried out during the course of a year. The company also operates 40 CATI stations, an extensive network of CAPI workstations, and fully equipped facilities in all major locations, featuring one-way mirrors, audio-video recording, simultaneous translation etc…

Main research techniques/methodologies offered

• Developing new ideas and products (Concept lab, Concept test, Name test, Package and Product testing)
• Tracking and U&A studies
• BPTO – Brand Price Trade Off and Price Elasticity
• Diary Studies
• Brand image, advertising and communication
• Pricing and promotion
• Web site evaluation
• Virtual Purchase (on-line and traditional)
• Focus groups with all facilities (one-way mirror, audio-video equipment)
• Virtual Groups (on-line Focus Groups)
• Customer satisfaction
• Mystery client

International Activity

Interactive Market Research coordinates international studies (in countries outside Italy or across multiple countries including Italy) by leveraging its own foreign online panels and collaborating with independent research institutes that have long been trusted partners.

International Affiliations

Interactive Market Research is a member of ESOMAR and AIMRI and operates in accordance with the guidelines set by these associations. Since 2011, Interactive Market Research has been ISO 9001:2008 certified.