Ml.quantify acceptorsfor your ideasck.0611
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Transcript of Ml.quantify acceptorsfor your ideasck.0611
Europe’s Fastest Growing Online Market Research Agency
• Established in 1999
• 150+ Research professionals
• 200+ Leading clients
• Projects in more than 50 countries worldwide
• Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York
• European panel of 850.000 consumers and global access (GER: 130.000)
CONTEST©
Your Concepts Screen, Optimise, Validate
CONTEST©
Contest© - Benefits
• Customised CONTEST© provides a concept testing solution tailored and customised around your needs
• Fully Evaluative Offering a well-rounded perspective with evaluative and diagnostic qualitative and quantitative feedback
• Latest Techniques Including a suite of state-of-the-art online techniques, visually appealing and motivating with normative database and in-house design expertise
• Delivers the base for Growth Provides a solid foundation for making decisions
• Proven Methodology Used by numerous key FMCG’s globally
CONTEST©
5
The broad area of concept testing is grounded in varying business objectives.
Screen Optimize Validate Go-to-market
Prioritization of a large numbers of insights,
ideas, concepts
Improving the wording, tone of voice or visual
before validation
Deciding whether to takethe concept to the next stage of development
Filling in specific marketing mix
elements
• Which insights,
ideas or concepts
have a high level of
appeal, a sense of
urgency, make
sense and offer
something new and
fresh?
• What if anything can
be done to further
optimize the concept
wording, tone of
voice or visuals
before exposing it to
a more rigorous
stage-gate test
• What is the
potential for success
in the market and is
that sufficient to
justify the decision
to take it to the next
stage of
development
• How can the
concept be further
developed for a
successful launch in
terms of target
group definition,
positioning, key-
claims for ad and
pack design and
pricing
CONTEST©
MaxDiffis our preferred method for screening large number of insights, ideas or concepts
MaxDiff (Maximum Differentiation Scaling) is a form of conjoint measurement – a choice exercise
Respondents enjoy the simple task, resulting in valid, differentiated rank order results
Screen
Prioritization of a large numbers of insights,
ideas, concepts
• Which insights,
ideas or concepts
have a high level of
appeal, a sense of
urgency, make
sense and offer
something new and
fresh?
Screening insights, ideas and concepts
6CONTEST©
7
MaxDiff takes respondents through repeated choice tasks where they select the most and least compelling ideas
‘Please indicate which idea you find most desirable to have installed in your new car and which idea you find least desirable to have installed in your car’
CONTEST©
MaxDiff offers a variety of outputs, including rank orders and opportunity maps and can also be used as a basis for segmentation
New Crisp
Flavor Appeal TotalCurrent users
Non-users
Ginseng-Oregano 15.3 10.3 19.1Pizza-Salami 13.7 13.1 18.2
Cheese-Bacon 12.5 17.8 9.7Tomato-basil 12.1 14.2 11Garlic-Pepper 9.9 11.1 4Sateh-Curry 9.5 8.5 6.5
Pine nut - Spinach 9.3 5.6 8.3Goat cheese - honey 8.2 4.3 7.5
Vinegar 6.2 9 8.9Sushi-Salmon 6.1 3.2 9.1
Barbeque-Pepper 5.8 4.5 3.2Tofu-Seaweed 5.6 7.2 3.8
Horseradish 5.6 6.4 5Cucumber - Yogurt 4 5.2 4.8
Choco-Cream 2.1 3.3 4.1
Segment 1:
Natural flavor loversIndex
Ginseng-Oregano 170
Pine nut -Spinach 153
Goat Cheese -Honey 142
Tofu-Seaweed 139
Radish 125
Segment 2:
Bold flavor loversIndex
Pizza-Salami 150
Sushi-Salmon 130
Garlic-Pepper 125
Sateh-Curry 121
Choco-Cream 119
CONTEST©
9
Optimization of insights, ideas or concepts
Optimize
Improving the wording, tone of voice or visual
before validation
• What if anything can
be done to further
optimize the concept
wording, tone of
voice or visuals
before exposing it to
a more rigorous
stage-gate test
We break the concept into components, reviewing each component in turn
Using a combination of evaluative and creative tools
Providing a holistic perspective and actionable recommendations for improvement
CONTEST©
10
niche massSIZEThe extent to which I can identify with the insight
UR
GE
NC
YN
ee
d o
f re
so
luti
on
Nice tohave
Must have
The first component that we typically look at is the insight
Insight5
Insight4
Insight3
Insight8
Insight7Insight6
Insight1
Insight2
Insights are evaluated against the three core dimensions that determine their commercial strength (size, urgency, frequency)
INPUTOUTPUT
CONTEST©
11
11
The basic idea is also creatively evaluated using the marker tool with prompted open-ended motivation of the highlights
The Marker Tool combined with open-ended prompted motivation helps to identify key drivers and barriers, which is used to further optimize the description
INPUT
OUTPUT
CONTEST©
sheet 15
Report Concept RefinementPhilipsP09383 © May 2009
Positive & negative aspects insight US
I shave on a regular basis, but on certain days, no matter what shaving method I
use, my skin gets irritated from shaving, which annoys me and makes
me feel self conscious. I wish there was a shaving method that would always give me a great shave without irritation.
Now Philips Norelco introduces a new shaver that minimizes irritation, so you
can be confident that your skin will look and feel great.
I have been looking for a method ever since I started shaving.
My face after shaving is irritated for few hours.
I wish I could get a more consistent shave.
Because it describes me or my shaving routine
This is something I can relate to. My skin does get irritated from shaving and I wish it wouldn't.
This is a common reation to shaving for most men.
Because it offers a solution to a problem I have encountered before.
because it is a hope that there is a better product out there than I am currently using.
I don't feel self conscious but I do get sensitive skin from shaving.
I always like my skin to look good
Confidence is important
Know that I finally have a product that works the way I want.
This is how I feel when shaving and irritation occurs. I always wish there was an option to fix this. I have tried several methods/products and none work
I rritated skin
12
12
Associative techniques are used to map perceptions around the perceived emotional benefits and positioning of the idea
INPUT
OUTPUT
CONTEST©
13
The dot-technique (with prompted open-ended motivation) is used for the evaluation of initial product and packaging visuals
Easy to bring along to the office for lunch
Good portability
The colour clearly indicates this is girls only
I like pink – it makes a statement
The name – it tells me it is good for my body.
Faster calorie burn – that’s brilliant
Now I don’t have to feel guilty for not exercising
Why is she sweating under her armpits. Does this beverage make you hot? In that case, I’ll buy it!
Always difficult to open these plastic caps
Miss Goodbody? Miss Fatbody you mean. How can yogurt make you loose weight? Come on…
Good portion size
CONTEST©
14
The optimization effort can coincidence with a prioritization or screening effort if multiple concepts are being reviewed
CONTEST©
15
Validation
Validate
Deciding whether to takethe concept to the next stage of development
• What is the
potential for success
in the market and is
that sufficient to
justify the decision
to take it to the next
stage of
development
Consumers review the full concept
Acceptor/Rejecter analysis provides indication of potential for success
Benchmark database available
Diagnostics can be added
Informing the go-to-market strategy elements and concept diagnostics can be added
CONTEST©
16
Classification in Acceptor-RejecterClassification in Acceptor-Rejecter
sheet 16
We use 6 validated questions to assign consumers to 3 groups
Interest Acceptance
yes
Rejecter
No Interest
RejecterWith Interest
Acceptor
Questions interest level:
Are you interested?
Do you think other people are interested?
Do you think the concept is worthwhile?
Questions acceptance:
How likely would you be to buy the product?
How unique/different is it?
Would you mention this in a conversation with others?
NO
YES
YES
NO
CONTEST©
17
The Acceptor-Rejecter analysis helps to focus on the key business priorities
Scenario 3: Challenger
High level of rejecters without interest
Focus on reason why: obtaining insights for
unfulfilled needs
Rejecter No Interest 20%
Rejecter Interest 60%
Acceptor 20%
Rejecter No Interest 20%
Rejecter Interest 20%
Acceptor 60%
Rejecter No Interest 60%
Rejecter Interest 20%
Acceptor 20%
Scenario 2: Seducer
High level of rejecters with interest
Focus on finding the triggers to
move them to the acceptance level
Scenario 1: Persuader
High level of acceptors
Focus on the profile of acceptors and
the main drivers to use in
communication
Focus:What is thePower of the concept?
Focus:How can we move from interest to acceptance?
Focus:What are the barriers/ can they be resolved?
CONTEST©
18
The analysis is focused on two key elements: making the correct decision and understanding the underlying dynamics
1. Certainty of making the correct decision• Go / no-go / recycle recommendation• Traffic-light charting against
benchmarked data• Acceptor-Rejecter analysis
2. Understanding underlying dynamics• Drivers and barriers• Evolution or Revolution
CONTEST©
19
Go-to-market
Go-to-market
Filling in specific marketing mix
elements
• How can the
concept be further
developed for a
successful launch in
terms of target
group definition,
positioning, key-
claims for ad and
pack design and
pricing
Filling in the marketing mix:
Informing the communication and design briefs in terms of:- Target Group- Key drivers / WOW-factors
Informing sales and trade marketing in terms of:- Pricing- Shelf placement- Optimum Range
CONTEST©
20
Informing the communication and pack design brief
1. Target Group Understanding• Acceptor Profiling in terms of socio-
demo’s, media consumption, lifestyle attitudes, personality, needs, etc..
2. Key drivers• Identification of key motivating benefits• To be used on pack, product and in
advertising
JIF Key motivating drivers:1. Reduced fat2. Creamy3. Fresh Roasted Peanuts
CONTEST©
© 21
Informing the sales and trade marketing brief
1. Pricing• Van Westendorp Price Sensitivity Meter
used to establish price perceptions
2. Shelf Placement• Can offer competitive context for more
realistic assessment• Testing alternative placements will help
to identify best in-store position
3. Range Optimization• TURF Analysis used for determining
optimum range (# of products and range composition)
CONTEST©
CONCEPTCRAFTER©
End Slide
New Product Development & Innovation
UK Contact :
Chris Kingsland
+ 44 (0) 20 3178 6277 Direct+ 44 (0) 7958 332 764 [email protected]