Over the last twelve
years McDermott Miller has successfully undertaken market research into issues
affecting leisure, culture, recreation, tourism, retailing, property and
transport sectors.
A well known example of
market research undertaken by the McDermott Miller Market Research Unit is the
quarterly Westpac-McDermott Miller Survey of Consumer Confidence.
WESTPAC-McDERMOTT MILLER SURVEY OF CONSUMER CONFIDENCE
A quarterly survey of
over 1,500 CATI interviews conducted nationwide to establish the level of
consumer confidence and spending intentions. This survey has been conducted
since June 1988. The Westpac-McDermott Miller Consumer Confidence index is a
proven lead indicator of household consumption trends.
Some examples of recent
market research projects undertaken by McDermott Miller include:
TRANSMISSION
GULLY COMMUNITY SURVEY ON WILLINGNESS TO PAY 1999
Large research programme involving three surveys to test the Wellington regional
community’s willingness-to-pay for the early construction of the
Transmission Gully roading route. An initial
household computer-aided telephone survey of 1500 respondents was conducted to
test general willingness-to-pay for early construction. This survey included
development of a pre-circulated detailed information pamphlet covering the
issues of the project (in terms of design, benefits, and costs) to help
respondents give informed answers. This was followed by a face-to-face
stated-preference survey of 250 respondents (using computer-aided personal
interviewing techniques) to measure willingness-to-pay different levels of
tolls to use the new route. A second household computer-aided telephone survey
of 750 respondents completed the research programme
and tested community willingness-to-pay the optimum toll level obtained in the
face-to-face survey together with different packages of rates and petrol tax
increases. Clients: Wellington Regional Council
and Transit New Zealand.
VISITORS TO
THE EXHIBITION OF THE CENTURY CITY GALLERY WELLINGTON 1998
Household computer-aided
telephone survey of 900 visitors to The Exhibition of the Century (Modern
Masterpieces from the collection of the Stedelijk
Museum Amsterdam) held at the City Gallery, Wellington. The results were used for
a real-time survey based market and economic impact assessment of the
exhibition and visitor satisfaction ratings. Clients: Wellington Museums Trust
and Totally Wellington.
NEW ZEALAND HISTORIC PLACES VISITOR MARKET 1998
Nationwide
household computer-aided telephone survey of 500 interviews to size and segment
the heritage market and to gauge general public perceptions of heritage and
tourism products and services. The survey was followed by an adaptive perceptual mapping
survey to position New
Zealand heritage offerings in the leisure
market. Client: New Zealand
Historic Places Trust.
SOCIAL
BENEFITS OF TRANSPORT FOR THE WELLINGTON
REGION 1997
Household computer-aided
telephone and follow-on computer-aided telephone stated preference surveys of
transport users in the Wellington
region to find a practical new way of valuing user and community travel
benefits of the transport system. Research results will lead to development of
a multi-objective optimisation approach to evaluating
regional transport strategies, selecting transport options and promoting
projects. Client: Wellington
Regional Council.