©TNS 2015

Kartezjusz* Small groups. Rare phenomena. Prompt decisions.

*Kartezjusz: a French philosopher, mathematician, and physicist. One of the most outstanding scientists of the 17th century. A creator of the Cartesian coordinate system which enables one to determine a location of any point in space by using a set of coordinates x, y and z.

©TNS 2015

What if “unsurveyable” did not exist?

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After numerous tests our “baby” was launched at the beginning of May 2015.

The first weeks already proved what awesome possibilities it had. In such a short time, it was possible to

conduct surveys on consumers who would be impossible to survey otherwise given the representativeness

of the results, among other:

Buyers of new cars and sources of financing the purchase

Customers of mobile phones who change their prepaid operators

Parents of children with diabetes

Beer lovers who start drinking a new kind of beer

People who change the providers of the electric energy

Poles who open new bank accounts

Drivers who process their auto claims from their motor insurance

The insight which made us think in a different way about the quantitative surveys was the research need

of one of our customers. Since listening to the customers’ needs is probably one of the most frequently

given recommendations in the research sector, then who, if not a research agency should address

precisely the identified need. This challenge monitored the profile of the customers who opened a bank

account—who, where and why undertakes the “effort” of opening a new account. If we are talking about

the monitoring of the profile and its changes, then only the representative results could be taken into

account. An almost nonexistent share of such people in the population in a natural way dubbed this

research problem as difficult or very difficult ….

This was the beginning. There were other ideas. The best idea systematically evolved until it reached the

form that functions till this day. To put matters simple, Kartezjusz provides an opportunity to describe in

a quantitative way the rare phenomena which concern 5% of the society and less.

©TNS 2015

Uniqueness of the Kartezjusz Project

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The following parameters confirm the uniqueness of the Kartezjusz research project on the Polish market:

Reaching very narrow and niche groups of Poles (low penetration of even 1% of the population); and, at

the same time, maintaining a sample that is completely representative for the whole population of Poles.

The size of the research sample: 1000 interviews per day, 240 000 interviews per year. Such a large

sample allows one to conduct representative research of very narrow groups during several or several dozens

of days, which in turn allows one to conduct any kind of statistical analyses. Additionally, it is possible to

conduct surveys concerning broad groups (penetration of 50%) within 1-2 days.

Method of conducting the project which collects complete demographic data about all the people who

participate in the survey (and not only those who meet the research criteria, e.g., opening an account within

the past three months). Such an approach allows one to precisely estimate the scale of the studied

phenomenon in absolute figures (volumetrics).

Freedom of including or excluding the different issues in the conducted project—the idea behind the

project assumes that the client has almost unlimited possibilities to modify the research tool during the

subscription time that he/she chooses (6 months or a year). It is possible to monitor a given issue or several

issues during the whole subscription period and/or add specific research blocks during shorter periods (e.g., a

week or a month). Kartezjusz enables one to conduct all these elements simultaneously or interchangeably

(depending on the current needs of our clients).

Despite the whole complexity of the project, our clients have access to the research results through

a customized data browser on a constant basis.

Having all these parameters, the Kartezjusz project offers relatively low costs for the client.

None of the research agencies on the Polish market offer a similar research project with the following specifications.

©TNS 2015

Project Objective and Target Market

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Markets where a decision to change a service provider is infrequent

Banking

Insurance

Services connected with contracts for a specified time

Electricity providers,

Cellular telephony operators,

Internet providers,

Products with a long life span

Audio-video equipment/ household appliances

Cars

Companies from the markets where purchases seldom occur

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Companies which are not aware of the structure of their customers and which cannot monitor the changes of their customers’ structure

Rail carriers

Airlines

Manufacturers of audio-video equipment/ household appliances

Customers of petrol stations

Courier and mail services

Companies which do not have databases of their customers

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The main objective of the project is to monitor changes on the markets where purchases do not occur frequently or where it is difficult to describe a customer profile. This project’s objective is to provide access to respondents with unique demographic and product features, to describe and analyze groups of customers and to compare it with the whole population of Poles aged 15+. Our clients mostly include:

Niche financial services (a consolidating credit, a loan granted by a non-banking financial institution)

Premium brands (of banks, cars, clothes, food).

Manufacturers of medicine

Manufacturers of products aimed at (bought by) a narrow group of people

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One Research—Many Benefits Possible ways of using the Kartezjusz project

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Market growth rate

Newly acquired customers

Effectiveness of communication

Basket of choices

Brand situation

Direction of the changes

How is it possible?

The participants of the project

include only such people who

recently (past quarter, month,

week) experienced a certain

phenomenon: went to a bank, took

out a credit, opened an account

The survey encompasses the whole

market

Additionally, the constant survey

provides the possibility to map the

situation in time, for example,

which of the competitors was

considered more frequently, and in

which month

New markets

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Method of Running the Project Interviews conducted in a constant and uniform manner

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Research technique: CATI telephone interviews

Research sample size:

• Approximately 1000 interviews per day

• 5 000 interviews per week

• Approximately 60 000 interviews per quarter

• Approximately 240 000 interviews per year

Depending on the penetration of the issue we can expect the following magnitude

Penetration size, frequency of

occurrence on the market

Number of main interviews per week

Number of main interviews per month

Number of main interviews per

quarter

Number of main interviews per year

1% 50 200 600 2 400

3% 150 600 1 800 7 200

5% 250 1 000 3 000 12 000

10% 500 2 000 6 000 24 000

At any time, we will be talking about representative samples for a group of respondents determined in any way.

©TNS 2015

An Effective Interview in Kartezjusz

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We always talk about an effective interview when the respondent agrees to participate in the survey, answers the

personal details questions and recruitment questions.

Such an approach gives us several advantages:

We can fish out from the population people with unique traits (owners of rare possessions, people who perform

rare purchases)

Having data about the rest of the population and having information about the complement of a set, we can

compare the obtained results with the whole of Poles.

We can also extrapolate the results with the whole of the population and present it in “big numbers,” for example,

thousands of Poles who opened a bank account in a given month.

People who fulfill specific criterion. - Opened an account in the past

three months - Took out a credit - Planned to deposit their savings

“A complement of a set”: people who are described as not fulfilling the given criterion due to demographic features.

240 000 interviews a year

©TNS 2015

TNS Polska | ul. Wspólna 56 00-687 Warszawa | 22 598 98 98 | www.tnsglobal.pl/kartezjusz

Łukasz Garstecki kartezjusz@tnsglobal.com 728 421 669

Jędrzej Ochremiak kartezjusz@tnsglobal.com 504 135 607

Agnieszka Rządca kartezjusz@tnsglobal.com 728 421 626