Capture

There are many people who have been part of Opticom’s history and have been valuable in contributing to our success. Our roots stem from research and analysis, which has provided our clients with true customer knowledge. This knowledge has served as the foundation for decisions that aim at creating bottom line value for our customers across the industry. Numerous client testimonials has shown that research pays off. Over the years, we have added consulting to our offering, helping our clients to reach insights that allow even better decision making. These are the two disciplines that we have built our success upon, and it has allowed us to work with an incredible list of globally leading companies. It has been our privilege to serve all these companies on a long-term basis.

We added communication as the third leg in our business in 2014, and thus today the Opticom Group offers global research, consulting and communication to all of our clients.

Our mission is to help our customers create value by transforming data and knowledge into strategic advice and efficient communication. We are a truly global company, covering over 30 nationalities active on 6 continents in more than 100 countries. Since our foundation in 1987 we have undertaken hundreds of international assignments across the world.

We thank all our clients for trusting Opticom with your important projects, and we also thank all of our co-workers and business partners for their hard work and commitment to Opticom.

Finally, we are very much looking forward to the next 30 years and beyond. We can also assure you that we will continue to be passionate about understanding your key challenges and in finding solutions that deliver true value and ROI.

Download PDF

Stockholm, Sweden, November 3rd, 2016 – Opticom International Research now presents the results of the 12th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among
1500 professional end-users across 5 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy and Spain.

The top European office paper brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2013*) Brand Owner of the brand
1 (2) Navigator The Navigator Company
2 (1) Xerox Antalis
3 (4) Lyreco Lyreco
4 (3) HP HP (manufactured and distributed exclusively by International Paper)
5 (7) Staples Staples

* Compared with the ranking for the five same countries in 2013.

Among the brands qualifying this year, Navigator, Xerox and HP have been evaluated by more respondents in 2016 than in 2013 and only Lyreco has qualified in all markets in 2016. When comparing the ranking for the five countries sampled in 2016 versus 2013, two brands are no longer qualifying: Discovery and Office Depot.

Navigator has doubled its Spontaneous Awareness Index since 2013, while showing steady levels in the other indices (Quality & Association index as well as Loyalty index) reaching the first position in all criteria and taking the overall leadership. Xerox, 2013’s leading brand, dropped to second place due to a lower score in the Spontaneous Awareness Index.

Lyreco and HP swapped places mainly due to higher Quality & Association and Loyalty indices for Lyreco. Staples qualified again but shows a strong decrease in its Top-of-Mind index and a loss of few points in all the other indices although the brand did improve its recommendation index.

When looking at the ranking in each individual country, we can see that more brands are qualifying on an individual country level such as Canon and Viking in the United Kingdom, Office Depot in France or Plano in Germany.

While most of the rebranded reseller brands have maintained their position or dropped in the ranking, it is still clear that the majority of the brands in this top list are corporate brands. Only one pure product brand has qualified on the overall European level: The Navigator Company’s Navigator.

“Beside ranking the most valuable brands of Office Paper in Europe, we explore where and how the brands are bought, how the brands and suppliers are selected but also the environmental issues around the office paper brands, giving a deeper dimension to the information provided in this research” comments Cécilia Vassal Nyholm, Project Manager. “And knowing how actively our clients are using the results in their communication with their customers is very rewarding to us.”

About Opticom’s Brand Equity Index and the Office Paper Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual office paper brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Is the channel strategy appropriate? Do the brands get enough support in their marketing efforts? Do the office paper buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Office Paper 2016”. The survey is based on 1500 interviews with professional end-users of office paper (in SOHO, SMEs and corporations) in 5 European countries (Germany, France, the United Kingdom, Italy and Spain). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI).

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, relevant communication and purchasing channels, as well as how professional purchasers of office paper view environmental friendliness and which brands that are leading in that respect.

By looking into who the main suppliers are of the main brands bought, the study also for the first time ever clearly maps the channels through which brands are bought as well as which are the main brands sold by the leading suppliers.

For more information, or ordering of the study, please contact Cecilia Vassal Nyholm at:

Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail: cecilia@opticom.se

Download PDF
Newsletter April 2016

Newsletter April 2016Imagine a country where forestry generates 10% of the industrial production.

With any likelihood this country cared for all of their trees for more than a century, to ensure that this valuable resource remained just that. Re-planting more than what was harvested became not only legislative, but also a modus operandi. A way-of-life that produced such desirable goods as baby diapers, toilet tissue, carton board, liquid packing, wooden floors, posh furniture, surgical cloth, and even smart clothes. The net export value of this was not bad at all.

Over time, it is not unlikely that the awareness rose that this vast resource (more than 55% of the land) also spun off other benefits of a greater good. Like helping the Earth to breathe. Balancing out CO emissions. And helping to stop climate change.

Read the full news letter here.

Download PDF
News_140918

News_131210Opticom are pleased to announce our partnership with SynGro, a world leader in customer experience management technology. SynGro share our commitment to turning customer feedback into valuable insight to drive strategic action and tangible value.

Our customer experience software gathers feedback from any source including in-person and telephone interviews, SMS/web/IVR surveys and even complaints, reviews and social media. Feedback is analysed in real time with critical trends and topics automatically distributed to the right people to take the right follow-up actions.

By integrating this real time feedback with financial, operational and geographical data unique to your company, a true single customer view emerges. The result is loyal customers who spend more and promote your brand.

Opticom and Syngro would like to invite you to learn more about today’s business benchmark ”customer experience” and how we can help you drive value from insight.

Read the full news letter here.

Download PDF
News_131210

News_131210With the year coming to an end and days still getting shorter, many of us yearn for the sunny days of summer. And reminiscing over these summer months, a couple of Opticom’s very interesting contributions to the politicians’ week in Almedalen on Gotland come to mind. Read the articles below to find out how Opticom’s studies can, not only help you to improve your results by understanding your stakeholders or markets better, but also to contribute to public debate and let these ideas serve as inspiration for a wonderful year full of opportunities ahead.

Read the full news letter here.

Download PDF