7 facts about Russia you would be keen to know

Salt. Market Research Company // 1st Truzhenikov pereulok, 14 b.1, Moscow, Russia // +7 495 987 21 61 // www.salt-research.com

Presentation for amusement

7 facts about Russia you would keen

to know

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SUVs enjoy 38% market share in Russia, unlike 9% in the UK*.

What does it say about Russians?

Fact 1

* According to Autostat and IHS Automotive data

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WHAT ABOUT LIFESTYLE ‐ Easy access to nature or datcha in any season

even if they are located in the ‘no road’ area ‐ Ability to rebuilt the house and country

house: has spacious boot ‐ Good for families with 2 kids and more: 4

people could be comfortably seated ‐ Good for long journeys to Europe or in the

country

FREEEDOM

WHAT IT MEANS ‐ SUV gives strong feeling of freedom and

ability to get anywhere in any weather season: taps into a myth of bad roads/ no roads

‐ In the city it helps to break up the rules and park the car on the pavement

‐ It creates a sense of freedom in social behavior: higher status

‐ Communicates reliability and confidence to it’s owners

Fact 1

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WHAT ABOUT MARKET RESEARCH

‐ Independent workshops shape the main channel for cars repairing (3+ y.o.): it worth to count their opinion as opinion leaders

‐ All major brands have unofficial clubs that have been organized by enthusiasts: these communities could be a great source of insights

‐ DIY segment is very strong especially in regions with lower income and high penetration of garages

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Only 13% of Russian adults over 30 years old do health check regularly


Fact 2

* According to AIPM data

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WHAT ABOUT LIFESTYLE ‐ Mothers often are doctors for the whole

family: curing flu, able to do injections, measure blood pressure or conduct other procedures at home

‐ Complementary medicine is seen to have an integral role in the health: people have wide knowledge about herbs and medication

‐ People have more trust to WOM than doctor: checking all the information online or from

CONTROL

WHAT IT MEANS ‐ Russian persons are often stoic about pain trying to

cope with it for as long as possible mostly by ignoring it

‐ Russian people believe in the unlimited power of drugs and other forms of therapy

‐ The patient expects to be listened to, not only when he/she discloses the symptoms, but also when he/she states own ideas about the nature of his/her complaints, its origins and treatments.

‐ The person will question the doctor freely e.g. asking about drug side effects, the implication of the illness on their particular lifestyle

Fact 2

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‐ Private and state healthcare services are different, however doctors have to have practice in both channels

‐ Home remedies could be a great source of insights for promoting OTC brands

‐ Pharmacists represent influential community which often included into research sample

‐ High importance of care givers as decision makers

‐ There are several online doctor panels

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Fact 3

* According to Euromonitor and Drinkaware

Off-trade alcohol consumption is 92% in Russia , unlike 66% in the UK*


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WHAT ABOUT LIFESTYLE ‐ All key celebrations and events like birthdays,

Christmas/NY, religious and national holidays are usually happening in the apartment or datcha

‐ All the food will be cooked at home, sometimes cooking is shared

‐ Toasting is one of key rituals on the table, especially for vodka

RELAXATION

WHAT IT MEANS ‐ ‘My place’ stands for coziness and

accessibility ‐ Kitchen is the heart of the home, usually

family or extended family gathers there ‐ Variety of alcohol and food stands for respect

and hospitality ‐ Usually, best food/drinks will be offered to

guests (=special occasion)

Fact 3

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‐ Sometimes we recruit occasions, not consumers (in order not to break genuine friendship atmosphere): self-ethnos or short visit to capture

‐ Russians are very generous and it’s not polite to reject food

‐ Do not forget to take off your shoes in Russian apartment

‐ For home visits we try to take as few people, as possible with us, because respondents feel shy and uncomfortable when there are many around

‐ We should be ready, that in-home depth interview often naturally becomes dyad or triad as other family members join the discussion

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Russians watch 22 hours of entertainment video content online a month,

unlike 10 hours in the UK* What does it say about Russians?

Fact 4

* According comScore, 2015

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WHAT ABOUT LIFESTYLE ‐ Russians are home sitters, building their social

life around home: inviting extended family members, friends or neighbors for holidays, family celebrations or spontaneous gatherings

‐ Russians are free to invite people, even whom they don’t know well, in their home

‐ World of Tanks is the most popular multiplayer online game: with more than 18 mln players, 1 mnl playing simultaneously

HOMMY

WHAT IT MEANS ‐ People tend to spend time around their

homes (own, neighbors, friends, family), rarely going out to the places like cinema, bar or bowling club

‐ Leisure time is dominated with passive flow: gaming, content watch, food preparation/eating

‐ Most often Russians use free content (movies, music etc.)

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‐ While practically almost everybody has smartphone (65% - Android, 25% - iOS ) and access to the Internet have (70% of urban population), research projects can be conducted as online almost for all age groups

‐ We actively use instagram or other social networks to visualize consumer lives and enrich research results

‐ Online communities and groups are strong and represent live instrument to recruit particular target or conduct a study : e.g. car brands, fashion, subculture

‐ Tests and tasks can be placed in social networks like closed groups/communities

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Fact 5

* According to WCIOM and Aliko

Only 3 % of Russians insure their lives, unlike 50% in the UK*


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WHAT ABOUT LIFESTYLE ‐ Taking into account only your own power and

abilities: people tend to wear crosses or amulets, having icons in homes/cars

‐ In any emergency situation first, who will be called and asked for help, will be relatives and friends, not police or state organizations

‐ While travelling people can refuse buying insurance (e.g. life, health, baggage insuring) treating it as useless element

FATALISM AND DISTRUST

WHAT IT MEANS ‐ Insurance companies meet strong distrust:

companies will not pay damages or require to do a lot of paperwork

‐ People have low level of awareness around insurance products. Insurance is mostly associated with mandatory products (free health insurance, OSAGO, travel insurance)

‐ Voodoo ideas are very strong. Insuring your life often means, one invites a disaster

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‐ Overall, market research industry faces strong distrust from public: the word survey (opros) sounds very similar to interrogation (dopros)

‐ The main reason for the distrust: people believe their opinion will be not counted

‐ Also people share opinion that recruiter is a fraudster who’s aim is to check wealth of the household and then commit theft

‐ Hot calls/selling by phone have negative influence on the research recruitment – people think, that this is the same and reject even talk with the recruiter

‐ Some people reject any recording, especially video: are not ready to talk in front of the camera

‐ Some people do not share their personal content in pre-task, being not sure about it’s usage

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Fact 6

* According to WCIOM and Forex investor

42 % of Russians have never had credits and do not plan to have them in future,

unlike 63% in the UK* have credits currently What does it say about Russians?

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WHAT ABOUT LIFESTYLE ‐ Borrowing money from relatives and friends

is typical ‐ Mutual help banks ‐ Old things are not thrown away – people tend

to keep and collect the things “for just in case”

‐ People tend buy second hand things, high popularity of Avito with insight: how much cost your mess?

‐ DIY is pretty common: people tend do lots with their hands, e.g. plumber/electrician, gardening, oil change in engine,

PRACTICAL

WHAT IT MEANS ‐ People are afraid of having credits. Credit is a

cabala that can spoil your life ‐ Having credit means to feel nerves about it:

what if I loose job, what if I won’t have money to pay for it etc.

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‐ People are hardly talk about their income, this is almost a taboo theme sometimes.

‐ People tend to understate their income ‐ In Russia the most common pattern for

income: net monthly income

‐ Often people with higher income would be more visible at focus group discussion, we propose to have homogeneous income group

‐ Financial services have rather low awareness so recruitment criteria for global project has to be carefully checked

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Fact 7

* According to WCIOM

48 % of Russians have their own country houses, 75% have access to country house


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WHAT ABOUT LIFESTYLE ‐ Spending much time alone or with

friends/relatives in a datcha ‐ Typical for out-of-the-city deals - fishing,

looking for mushrooms, walking in the forest – become favorite hobbies

‐ Sauna as a way to relax and feel more healthy ‐ Even if people do not have access to datcha

very typical is to drive to nature and live some days in fresh air OR rent a datcha

CONNECTED TO NATURE

WHAT IT MEANS ‐ Aim to be closer to the nature to have rest

from cities, work and everyday routine ‐ A need to feel, that you are a part of the real

world: not artificial and pretentious ‐ Organic trend has been always relevant: own

vegetables, fruits, berries ‐ High knowledge of local ingredients

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‐ Lifestyle studies should also include visiting countryside houses as places where people also spend much time

‐ Having own vegetable garden, fruits influences purchase behavior in shops, so it’s necessary to take it into account while research

‐ For DIY categories we tend to have representation of house owners

‐ Ideation workshops with customers often are conducted outside the city as they potentially can give more inspiration into the project

‐ For healthcare project we often invite specialist for traditional medicine to add value into the project

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Moscow 1st Truzhenikov lane, 14 b. 1

www.salt-research.com +7 495 987 21 61

Maxim Drozd,

General Director

[email protected]

Mobile: +7 903 168 24 80

Marina Ovchinnikova,

Innovations and Development Director

[email protected]

Mobile: +7 926 528 96 12

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