Safonov German

Market research manager

Education and work experience

Educational background:

MA in Social Anthropology, Russian State University for theHumanities (2009);

Work experience:

Insight MR (07.2012 – Present time), Senior Quantitative ProjectManger;

Factory of Marketing (08.2010 – 07.2012), Senior QuantitativeProject Manger;

Auchan Russia (03.2010 – 08.2010), Market Research Expert;

Profi On-Line Research (10.2010 – 03.2010), Project Manger;

Marketsense, (07.2009 – 8.2010), Specialist of quantitative andB2B department.

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Job responsibilities

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Accounting management / Communication with clients;

Managing of quantitative department team;

Development and control of methodology and research tools;

Project team management (both qualitative and quantitativestages);

Control of carrying out of research on all stages frommethodology development to presentation of reports to client;

Preparation of analytical reports with conclusions and businessrecommendations.

Clients’ experience

FMCG:

Home appliances and consumer electronic:

Automotive:

Retail:

And more…

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Research specialization

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Usage and Attitude (U&A):

Search of market opportunities forexisting and new products;

Effectively segmentation of theconsumers, select target consumersegment and settle productorientations;

Establishment of marketing strategyscenarios;

Evaluation of business marketingactivities.

Pricing research:

Checking if a new product is priced inline with market perceptions, andperceived value of the product;

Estimation of demands and revenuelevels before adjusting prices;

Determination the value of individualproduct features or add on.

Brand perception:

Evaluation of brand’s position on themarket;

Detecting brand’s strong and weaksides;

Determination of opportunities andtrends;

Search of TA and market niche.

Sensory analysis:

Evaluation of perception of therecipes;

Giving the recommendation for theimprovement.

Core skills

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Professional skills:

Experience both in quantitative and qualitative research;

In-depth understanding of quantitative research techniques;

Team-Management and project-management skills;

Understand of clients' business needs;

Good analytical skills;

Capable to work under pressure in under time;

Presentation skills.

Languages

Russian – Native;

English – Advanced;

Spanish – Upper-intermediate (B2-level);

Portuguese – Basic.

PC skills:

Microsoft Office package (MS Word, MS Excel, MS PowerPoint);

PASW (SPSS) statistics.

Some work rules

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“Learn to be silent. Let quiet your mind listen and absorb”. Pythagoras

Try to understand distinctly and clear the client's goals;

Try to find the answers for specific questions. There are no surveyswhich can answer all questions of the Universe and so on;

To work on questionnaire very detailed. Two hours of working onresearch tools can save 2 days on report preparation stage;

To control fieldwork department work. On the fieldwork stageanything that can possibly go wrong, does ;

If the data seems weird to you, find the mistake. If you cannot, asksomebody else;

To hold deadlines. It is better to send to the client 95% today, than105% tomorrow. But to send 110% yesterday is the best;

If you don’t know how to do it, first think, than ask. But you alwaysshould offer some decisions, just ask for the better way.

Research examplesU&A and market niche

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External situations

Prestige situations

Brands-seekers

Searching for the best

Citizens

In-home consumption

With family

With friends

To cheer up

To relax

To have a bite

Gift

Cafe

Rendezvous Gourmetes

Crefree

Office

Enter to the category

Premium

Mainstream

Low-cost

Business-meetings

With guests

Single

Determination of empty market niche for launch of the new brand

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Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand 9

Brand 10

-4

-3

-2

-1

0

1

2

3

-3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2

Neutral players

Expensive brand

for professionalsHigh added value

Ordinary

Internalized brandReliable but too traditional for me

Per cent of inertia 46,2%

Per cent of inertia 26,2%

Leader of the market

Ordinary brand for wide range of

customers

Traditional and credible brands, but not

attractive for customers

Brand for older people who are

oriented on brand making purchase

Research examplesBrands’ map

Brand grouping to determinate the closest competitors of the brand

Research examplesCBC

Importance of characteristics in decision-making process

Alternatives utility

22%

12%

18%

20%

24%

22%

16%

16%

16%

42%

48%

44%

Gadget 1 users

Gadget 2 users

All users

Size of display

Supported type of connection

Memory size

Price

-1.07

0.40

0.66

-1.06

1.06

-0.82

0.10

0.72

1.50

0.22

-2.79

-1.27

0.43

0.84

-0.98

0.98

-0.80

0.07

0.74

1.27

0.20

-2.73

-0.77

0.36

0.41

-1.18

1.18

-0.84

0.15

0.69

1.84

0.26

-2.87

Size of display 1

Size of display 2

Size of display 3

Type of supported connection 1

Type of supported connection 2

Memory size 1

Memory size 2

Memory size 3

Price 1

Price 2

Price 3

All users Gadget 1 users Gadget 2 users

Base

198

99

99

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Determination of importance of characteristics using Choice-base Conjoint

Sample 1

Sample 2

Sample 3

Sample 4

Sample 5

Sample 6

Sample 7

Sample 8

Sample 9

-1.000

-.800

-.600

-.400

-.200

.000

.200

.400

.600

.800

1.000

-1.000 -.800 -.600 -.400 -.200 .000 .200 .400 .600 .800 1.000

Research examplesChoose of the samples for testing

Current recipe

Using of optimal scaling on sensory data to choose the optimal number of the samples for consumer test. The chosen samples cover the maximum

dispersion of the sensory characteristics.

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Color

intensity

Aroma

intensity

Flavor

intensity

Sweetness

Sourness

Sweetness

/sourness

balance

Harshness/

bitterness

40%

45%

50%

55%

60%

65%

70%

75%

80%

40% 45% 50% 55% 60% 65% 70% 75% 80%

Sa

mp

le 2

Competitor

Sample 2 vs. Competitor

Color

intensity

Aroma

intensity

Flavor

intensitySweetness

SournessSweetness

/sourness

balance

Harshness/

bitterness

Consistenc

y

40%

45%

50%

55%

60%

65%

70%

75%

80%

40% 45% 50% 55% 60% 65% 70% 75% 80%

Sa

mp

le 1

Competitor

Sample 1 vs. Competitor

The dashed linesrepresent 95%confidence bounds.Any attribute pointfalling outside thebounds isconsideredsignificant.

The dashed lines represent95% confidence bounds.Any attribute point fallingoutside the bounds isconsidered significant.

Research examplesProduct performance by KPIs

Based of tested samples performance vs. competitor is recommended to launch Sample 1.

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16%

10%

22%

4%

20%

25%

11%

7%

75%

73%

65%

64%

61%

60%

56%

56%

10%

17%

13%

32%

20%

16%

33%

38%

Harshness/bitterness

Color intensity

Aroma intensity

Consistency

Flavor intensity

Sweetness

Sweetness/sourness balance

Sourness

Ju

st

rig

ht,

%

0,93 Not enough bitter

1,20Less intense than

should

0,64Less intense than

should

0,68 Too watery

1,33Less intense than

should

1,25 Not enough sweet

0,40 Too sweet

0,86 Not enough sour

Too bitter 1,31

More intense than should

0,56

More intense than should

1,57

Too dense 1,06

More intense than should

1,28

Too sweet 0,74

Too sour 1,15

Too sour 0,83

Penalty Penalty

No changes. Just right.

No changes. Just right

No changes. Just right

Primary

Unclear

Primary

Primary

Secondary

Opportunity

Research examplesPenalty analysis

The main recommendation are:

To Increase level of sweetness; To decrease consistency; To decrease sourness

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Contact information

• Mobile phone:

+7 (905) 559 – 97 - 84;

• E-mail:

germansafonov@gmail.com

• LinkedIn Profile:

German Safonov (https://www.linkedin.com/pub/german-safonov/45/b54/4b5)

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