Alex Mihalovich discusses ACM’s market research division and how it’s fueling brand strategies without the hefty price tag.
Q. Tell us a little bit about yourself?
I’ve always had a passion for research and have spent the last 15 years working for major corporations including Telstra, nbn Co, Visy and Ford Motor Co. I’m a practitioner of market research and customer experience with proficiency in Human-Centred Design (HCD) and CX journey mapping using both qualitative and quantitative agile methodologies.
At ACM I lead a team of dedicated research executives who support the businesses research requirements including the management of Chi2 - an in-house research agency.
Q. ACM recently ramped up their insights division with your appointment as Research Director. Can you tell us a little bit about that?
I joined ACM as Research Director in June 2022 to head up the company’s revamped research & insights team. We are seeing strong demand for regional research, where we have unique positioning with direct access to our publishing masthead readers and audiences more broadly through our group of associated businesses. Something unmatched by competitors.
Across the board there is a need for more brand specific insights, which is not adequately covered by the big syndicated data providers and not always feasible to outsource to a market research agency.
Q. What is Chi2 and how can clients utilise its services?
Chi2.com.au is ACM’s in-house research division who specialise in media, communications and agriculture research.
We’ve been around for 24 years and have a collective knowledge of regional Australian issues. We support businesses and brands with everything from brand health, reputation measurement and concept testing to survey design, retention and loyalty, ad tracking, analysis and reporting.
Chi2 mainly achieves its research targets through in-house panels:
- 7,500 online Regional Australian members - opted in
- 5,400 online Australian farmers - the largest opt-in panel within Australia
- 53,000 farming contacts in Australia - on our database
We regularly interview our panel members on a range of topics from satisfaction with a particular product to new product or brand testing opportunities. We also conduct a large number of global studies for clients like tractor/equipment manufacturers, giving them fast and cost effective insights to support agile marketing strategies, as well as longitudinal studies to support larger business initiatives.
Q. You mention Chi2 is cost effective? Can you give us an indication of the cost of research and how that compares to an external research Agency?
Research projects can be as small as $10k upwards to several hundred thousand dollars, depending on the requirements. We are typically 20-30% less than that because we have low overheads, being part of a large media company and our research team is set up to support multiple departments.
Q. Tell us about a recent client who utilised Chi2 to support their marketing strategy?
Homebuilder Clarendon Homes recently approached ACM to understand their brand awareness, advertising effectiveness and consideration amongst residents of Newcastle.
The study looked at their most recent advertising campaign and found that the market is highly cluttered, making the decision making process difficult for new home builders. Other key findings showed share of voice equates to share of mind with Clarendon homes unprompted awareness relatively low.
Clarendon Homes Marketing Manager Julie McKinnon said of the research, “We commenced our awareness campaign in early 2022 and found it wasn’t generating the impact we had hoped for the brand. With insight from ACM’s Chi2 we were able to quickly pivot our campaign and created the desired cut-through by redirecting budget and creative. The cost effective and informative study helped move our campaign from average performance to one of influence.”
Q. ACM produced a really strong case for advertising in Regional Australia this year, in particular advertising with ACM. Can you tell us a bit about the research and why it’s so important for brands?
During Covid we witnessed a major shift in consumer behaviour and media consumption, along with a migration to the regions and a greater need for community connection. We’ve known for a long time that ACM produces content that keeps communities strong, informed and connected, however it was important that we explore that relationship and how it could benefit brands, which is when we commissioned the ACM Heartbeat of Australia study.
ACM Heartbeat of Australia is a partnership with the University of Canberra and a major research study to gain an in-depth picture of the sentiment of Australians; how they feel, their concerns, how they connect to their community and their relationship with local news and advertising. Because of the trusted relationship we have with our audience, we achieved a really high response rate with 6,367 Australians completing the survey. This meant we could cut the data in different ways and provide robust insights across a range of psychographics and demographics.
This is the first of an annual study that will give brands a deeper understanding of Australians and their communities, to help inform marketing strategy.
Q. What were some of the key findings of ACM Heartbeat of Australia?
The relationship Australians have with ACM mastheads is a powerful opportunity for big national brands to leverage. ACM readers trust ACM mastheads 20% more than non-readers trust their news source.
The findings also revealed that 78% of ACM readers like to read about businesses that contribute to their local community, so there is an opportunity here for brands to be present and demonstrate how they are supporting the regions. It’s welcomed by our audience.
The study also confirmed that hyper-local news has a positive impact on readers wellbeing; 84% of ACM readers agree local news connects them with their community, with ACM readers 14% happier than non-readers and ACM readers have higher life satisfaction (87%) compared to non readers (76%).
There is a direct correlation between the positive wellbeing of ACM readers and their intent to do a range of activities. For example ACM readers are 8% more likely to Travel within Australia and 10% more likely to renovate compared to non-ACM readers.
In short, if you are looking to establish credibility with a highly trusted safe brand, then ACM mastheads should be at the top of your list.
Source: ACM Heartbeat of Australia, May 2022. n=6,367.
Q. When can we expect to see ACM Heartbeat of Australia 2.0?
The next ACM Heartbeat of Australia study will be in the field in April with results released shortly after.
Q. What’s the best way for a client to find out more about ACM’s Chi2?
Visit us online at chi2.com.au or ConnectNow by calling 1800 314 599 or emailing chi.squared@austcommunitymedia.com.au.
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