DATOS observes the market not only from the consumers’ perspective, but also from the trades to be able to advise our clients with a bigger base of analyses.  DATOS measures the purchase preference in more than 4 million consumers monthly conducting basic and detailed market studies.  We answer the following key questions:

DATOS Store Audit includes 3,000 commercial establishments, 15 Commercialization channels, 8 Baskets (Basic consumption, Dairy products, various Foods, Personal care, House keeping, Liquors, non-Alcoholic drinks and Impulsive consumption), 110 categories and an Average coverage index of 75%. To accomplish the research, we use 130 people in the field and the most advanced computer software (S.I.C.S.A. and Analyzer).

DATOS designs and executes qualitative and quantitative studies related to most market aspects.  We are able to execute using the appropriate research design, advanced research methodologies and analyses.  Our key executives and staff are trained in the latest focus groups techniques and in-depth interviewing for qualitative research and multivariate statistical analysis for quantitative research as well as areas of specialization in administration, economics, psychology, sociology and statistics, etc.  With offices in eight main cities in Venezuela DATOS conducts 210,00 per year and has 200,000 people included in the telephone panel (non-permanent, by segments).

Research Facilities and Resources include:

Advertising and Brand Tracking

Advertising Evaluation

Business to Business

Concept and product test

Concept Evaluation

Consumer or Client Satisfaction

Corporate Image

Package Evaluation

Retailers and Distribution

Uses, Attitudes and Image

Bank Studies- General Public and Small and Medium Sizes Business

Omnibus Express

Psychographic Study

Pulso National (Public Opinion)

Pulso SocioDemographic

DATOS Trade Monitor studies show the penetration of the products and merchandising elements for the massive consumption categories.  Trade Monitor satisfies the organizations’ needs to have tactical and punctual information, in which the commercial efficacy can be evaluated on sales, distribution, marketing efforts and products impulse and services at a trade level.  We have coverage in Caracas, Maracaibo, Maracay, Valencia, Pto.La Cruz/Barcelona, Cicudad Guayana and Barquisimeto.   Trade Monitor in numbers includes 2890 Establishments a month, 16 Commercialization Channels and 4 Information Factors.

Trade Monitor Strengths are:

·         The results are delivered weekly in printed reports, electronic data or both.

·         Establishments rotation in a 100% until completing all the places in the different cities.

·         The information includes products, presence at sales floor, pop material, towers, addresses and data of the establishments.

·         A large establishment sample

·         It allows all users to attack in a fast and effective way all the establishments where their products are not present

·       It allows the evaluation of advertising campaigns and promotions.

DATOS Geomarketing/SIG services locate any place in the universe of commerce.  It verifies the structures and characteristics of the commercialization channels in the Country, through out the national census of commercial establishments.  Each sales establishment has a database associated that describes its characteristics.  It has the tools to represent the information in databases and digitized maps.

Geomarketing/SIG Strengths are:

·         The distribution routes can be optimized

·         Restructure the clients’ visits

·         Plan the deliveries

·         To know how many clients are receiving your product and how many are not receiving it.

·         It could organize the client’s force in each city without knowing it only by having the digitized maps

·         Time and Money are saved.

·         The software use for the Maps digitalization is MapInfo, which has more than 10 years in the international market, and today is used by more than 20 Datos, ir clients in Venezuela and Colombia.

Information you get with the Geomarketing includes:

Name, address, telephone, Rif and postal zone of the establishment

Socioeconomic classification of the zone location

Main and second activity

Approximate surface of the sales area

Liquors license possession/parking availability

Number of registered machines/type of refrigeration

Building location or shopping center

Type of Zone: Industrial, commercial, residential or tourist.

Trade Solutions commercializes Software developed by IRI among the Apollo® Family.  It provides continuous information from more than 100 categories of massive consumption to the collaborators.  Trade Solutions numbers include 8 channels of coverage, 30 Direct consulting projects to retailers, second Latin American country with most clients using Apollo, 7000 Product Images (SKU) and 100 Sales establishments designed through our maps.  It supports the category administration process, advises the collaborators on the trade tendencies.  It trains and motivates the clients on the Apollo® Usage. It provides users with support and maintenance at a tactic level and supports developing of new projects.

DATOS uses Software Apollo®, an advanced tool that permits the optimization of the space in shelves and also measure the results on the category administration.  The benefits are:

·         Improves the sales and optimizes the shelf space,

·         Makes the information analysis easier.

·         Identifies the inventory cases,

·         Permits the optimization of the place for sales, rotation and profitability,

·         Develops and designs maps automatically, and

·         Permits the evaluation of the results of category management