21 Jul 2004
True market understanding
ASSA ABLOY has initiated the SecurityPoint forum in seven European countries, with the aim of gathering information that will build a better understanding of people’s feelings about security. This is the first time that such a thorough long-term initiative has been conducted.
SecurityPoint is a Group-level initiative based on the French l’Observatoire de la Securité. Information will be gathered twice a year in order to gain a better understanding of what people want in terms of security. Two-step pilot surveys will be carried out in Benelux, uk, France, Germany, Poland, Spain and Sweden.
The study has both qualitative and quantitative aspects. The qualitative part consists of focus groups in each market, where eight people of different background, age and sex take part in a 90-minute discussion led by a moderator. The participants have one thing in common – they pay for their housing. The moderators in each country ask exactly the same questions.
The quantitative part is a questionnaire which includes a base module with fixed questions to make it possible to benchmark the results, a theme module to address present issues, and a country-specific section where the companies can ask five of their own questions.
Jeanette Kronholm, who is responsible for SecurityPoint at ASSA ABLOY, says, “The study shows that most people simply see the lock as an integrated part of the door, that it is taken for granted.”
THE RESULTS OF the pilot study will be evaluated during the summer, and a website will be created. Each market will have its own sub-page in local languages, and its own spokesperson. The concept will be rolled out in October and other countries will be invited to join SecurityPoint.
“This is an excellent way to inform the market in an objective way, and to learn how we can increase the perceived status of the locks in homes,” Jeanette says. “An additional benefit is that the info can be used to inspire new product development and security concepts.”
L’OBSERVATOIRE DE LA SECURITÉ…
…started in France in 2000 and seeks to improve the general public’s awareness of security-related issues. It also aims to encourage the security industry’s professionals to assume more responsibility for reducing security-related risks.
The latest survey in February 2004 shows that 54% of French people today feel less secure than they did 10 years ago. 52% of French people interviewed fear the risk of housebreaking compared with only 41% one year ago. 76% consider break-ins frequent.
www.obs-delasecurite.org