Kitcatt Nohr wins Logitech research work

by Dan Leahul, Brand Republic 12-Sep-08, 12:00

LONDON - Webcam manufacturer Logitech has called on its direct and digital marketing agency Kitcatt Nohr to conduct a pan-European research study to track customer buying habits.

Kitcatt Nohr Alexander Shaw, which has created several Logitech viral campaigns, will contact German, French and UK broadband users who use real time communication, such as Skype and instant messaging.

Planning director Richard Madden will manage the research strategy, consisting of an initial exploratory qualitative phase followed by an extensive online quantitative exercise.

It will address customer awareness of the Logitech brand and catalogue and what factors impact buying decisions.

Market researchers HPI will manage questionnaire design and fieldwork for the study.

Garreth Hayes, Logitech's European marketing director said "This will be the first time we've undertaken research on such a wide scale and we plan to utilise the resulting data to inform our European marketing strategy for webcams in the future."

Managing partner Marc Nohr at Kitcatt Nohr said: "This substantial pan-European research project is an exciting challenge and is indicative of the increasingly strategic planning role we've developed with Logitech."

Comments

J V - 14/09/2008

And this is in no way to be considered third prize in the light of the appointment of AIS and DWA. Absolutely not. And do three countries constitute 'substantial pan-European'? And why is the research reportedly about brand and catalogue when the client's quote says it's about webcams? Hmmm. I smell guff.