by Bob Walker | Aug 22, 2018 | Marketing research, Research design, Survey research
f you’re a researcher, you’ve no doubt heard about “concepts”. Concepts are ideas that can come from many places, such as R&D, in reaction to competitive activity, or as “blue sky” what-if explorations. Management consultant Peter Drucker was known for saying that companies have just two functions: marketing and innovation. If so, a concept is where these two functions intersect.
The fundamental purpose of concept testing is to help companies allocate scarce new product development resources in the most effective manner possible. While not an exact science, concept testing is the best way to evaluate the merits of an individual idea. So here are some simple guidelines to keep in mind when creating and testing concepts.
#1: Stick To A Standard Format
Using a standardized format helps minimize bias caused by differences in idea presentation, letting you compare across time. Use the same format to represent new ideas, flankers, line extensions, or repositioning of existing products.
#2: Avoid Subtle Differences
As a rule, subtle differences in concepts (i.e., “tweaking”) do not matter, yet brand managers will obsess over them. Our firm has tested hundreds of concepts and a mistake that is continually repeated is assuming that consumers either care about, or can react to, subtle differences in the wording or features and benefits. Small wording changes are meaningless and glossed over by the average consumer.
#3: Don’t Slam The Competition
Research consistently shows that consumers dislike brand comparisons, and especially those that attack a competitor directly. When creating a concept, it’s perfectly fine to focus on the benefits and positive story that your product or service offers, but avoid negative attacks on the competition.
#4: Keep It Pithy
In an age of ever-increasing distraction, consumers do not have the time or interest in reading an exhaustive concept description. Particularly in an online format, and even when using a double opt-in consumer panel as your sample, biometric data consistently shows that most respondents simply scan rather than read.
#5: The Use of Images
An image is an extremely powerful tool to support your concept or new product idea, and can be used for a multitude of purposes: to show product function, convey a persona, use occasions, set the tone, and emotion. However, the use of images in the context of a concept testing system for a company, where there is a need for comparing ideas across time/studies, is open for debate. Images can overpower factual details of a concept, and make subsequent comparisons more difficult. In early stage testing, images are best left out and introduced once the core idea has been identified (i.e., for positioning or advertising concept research).
To learn more, download our brief pdf on this topic here.
by Bob Walker | Jun 7, 2018 | Marketing research, Research design, Survey research
Product tests are designed to evaluate and diagnose product performance.
When Used
Product testing is typically performed (1) after concept screening or testing has identified a winning idea; (2) after a product development phase, in which R&D, sensory tests, or employee panels have identified a new product candidate; (3) at any point to assess consumer reactions to product variations (e.g., cost-reduced, improved performance, etc.); or (4) for competitive claims purposes.
Stimuli
The stimuli used in product testing varies widely, depending on the type of test and the number of product variations under consideration. Stimuli can range from conceptual product mock-ups (which are not handled) to fully functional, branded products that are evaluated in a real-world setting. To assess “pure performance”, products are exposed without extensive packaging graphics, branding, pricing, or other identifying information. If branding needs to be assessed (concept-product fit test), then branded information is included. Usage, preparation, or safety instructions (if needed) are also provided.
Designs
There are two basic types of product tests: monadic tests, and comparison tests. In monadic tests, the respondent is presented with one product, much like a consumer would be in the real world. Conversely, comparison tests involve evaluating two (or more) products in either a head-to-head or sequential fashion, and are often used as screening studies.
For more information on product testing, download our free section, from the Pocket Guide to Basic Marketing Research Tools, here.
by Bob Walker | May 17, 2018 | Marketing research, Qualitative research
Concept/idea screening tests are research designs that reduce (i.e., screen) a large number of conceptual ideas (e.g., 15, 20, or more) into the group worth pursuing vs. those that should be rejected.
When Used
Concept screening is typically undertaken after (1) a segmentation or market study that has identified new marketing opportunities; (2) exploratory qualitative research that reveals a consumer need; (3) group ideation or brainstorming sessions; or (4) R&D/product development has identified a significant number of possible new product ideas. However, concept screening can be conducted at any time there are enough ideas to test.
Stimuli
Because the objective in concept screening is to identify winning ideas from a large pool of candidates, the screening process and concept format must be efficient. Unlike most concept tests, screening designs expose many ideas to each respondent. The number of ideas exposed varies based on the number to be tested. Concepts can represent completely new ideas, line extensions, or new uses/repositionings of existing products. Mechanically, concepts for screening tests are more basic than those used in traditional concept research. Specifically:
- Concepts are brief (e.g., 3-4 sentences), and factually state the problem, usage situation, or need, and then how the product meets the need or solves the problem.
- Versus traditional concepts, the state-of-finish for concepts used in screening is basic/low. The amount of detail varies, depending on the types of ideas or the category.
- Concepts may or may not be branded, or include a basic visual (e.g., B&W line drawing), price, quantity/size, or packaging information. Generally, these are not included.
Screening Designs
The two common designs are “pure” vs. “diagnostic” screening. Pure screening is strictly evaluative (i.e., no diagnostics). It is typically used when there are many ideas to test and they are in basic form (i.e., a few sentences and low state-of-finish), thus permitting one respondent to see them all. For each respondent, concept exposure is randomized, with each concept rated and ranked on:
- Purchase interest
- Expected frequency of use
- Uniqueness, believability
- Optional: need fulfillment, superiority, relevance
In diagnostic screening, both evaluative and diagnostic measures are collected. Again, multiple concept exposure occurs, but in randomized groups of 3-6, depending upon the total number of concepts (i.e., incomplete block design). Concepts in diagnostic screening tests are in a higher state-of-finish than those used in pure screening. Each concept is rated (not ranked) on the same as the above, plus:
- Voluntary positives (e.g., likes, advantages)
- Voluntary negatives (e.g., dislikes, disadvantages)
- Attribute ratings (limited list, usually 5-8 items)
- Optional measures, time permitting (need fulfillment, superiority, etc.)
For more information on concept screening, download our free section, from the Pocket Guide to Basic Marketing Research Tools, here.
by Bob Walker | Apr 26, 2018 | Marketing research, Qualitative research
Focus groups are perhaps the best-known marketing research technique. Focus groups leverage the dynamics of group interaction to generate qualitative (i.e., non-projectable) feedback on marketing-related issues, and to develop hypotheses for future testing. They are not projectable to the larger population being studied.
Focus groups are often misunderstood and frequently misused by news organizations and political operatives. A TV host that asks people to raise their hands for “yes” or “no” is not a focus group; that is theater.
Focus groups are used at many different stages of the marketing process and can be conducted among virtually any audience. Typical uses include:
- Exploring consumer attitudes, motivations, and buying behaviors
- Identify insights and to build consumer language
- Feedback on ideas, advertising, formulations, or packaging
- Internally generate ideas for strategic or organizational purposes
Focus groups can be full groups or mini-groups. Full groups typically consist of 10 respondents plus a moderator, and last two hours. Full groups are well-suited for discussions that require more extensive exploration of issues, that employ group exercises, or when there are numerous stimuli. In full groups, the relatively large number of respondents requires that the moderator be skilled at managing different personalities/points of view, and the ability to play respondents off of one another in a collegial way.
Mini-groups are a scaled-back version of full groups, typically consisting of 4-6 respondents, plus a moderator. They are shorter, typically 1½ hours or less. Versus full groups, mini-groups are well-suited to topics that require more individualized questioning (e.g., understanding motivations), or when recruiting barriers exist (e.g., medical specialists, industrial buyers).
Pros: Focus groups are a fast, direct feedback tool in a highly adaptable format. They are excellent for hypothesis development, and getting marketing teams involved in the research process.
Cons: There is a strong tendency to “run” with focus group findings, (especially when they are positive) and bypass subsequent quantitative verification. The researcher needs to manage expectations.
The above is an abbreviated excerpt. “Focus Groups” is but one of the chapters in the Pocket Guide to Basic Marketing Research Tools that covers a number of popular research methods. To get your copy of this chapter, please download here.
by Bob Walker | Apr 17, 2018 | Marketing research, Qualitative research
As the name implies, in-depth interviews (“in-depths”, or “one-on-ones”) use a single moderator-single respondent format, and are designed to generate highly detailed feedback at the individual respondent level. In-depth interview techniques vary, but they are grounded in social and clinical psychology.
When Used
In-depths can be used for similar reasons as focus groups, and at any point in the marketing process when a topic (1) needs to be explored in great depth or detail, or (2) in situations when focus groups are inappropriate or impractical.
Most often, they are used to develop a detailed understanding of consumer attitudes, motivations, and buying behaviors. Sensitive topics (e.g., finances, relationship issues, personal hygiene) might only be approached on a one-to-one basis. In-depths are valuable in understanding the purchase decision-making process, as well as purchase influence (e.g., husband-wife “dyads”, or family “triads”).
They are used with physicians, pharmacists, attorneys, or business competitors or when focus groups among these types of professionals create a self-conscious or adversarial reaction. The in-depth format eliminates these distractions, letting respondents focus on the questions being posed.
Materials & Stimuli
Like focus groups, the primary stimulus for in-depths is the moderator’s guide. However, the discussion guide is often much more detailed and specific. The guide may contain specific question-answer exchanges, and follow a choreographed sequence of discussion areas.
As in focus groups, the guide reflects input from the moderator and client, as well agency researchers and external consultants. And, while the same types of stimuli used in focus groups can be used with in-depths, the following also applies:
- With consumers, there may be use of psychological, motivational, and projective techniques to help ‘peel back’ the layers of an issue, and to get past any initial reluctance to share deeper feelings.
- In technical categories (e.g., medical or pharmaceuticals) information may need to be presented in detail and studied by the respondent. For example, in the case of pharmaceuticals) the modes of action, indications/contraindications, uses, and dosing or administration information.
- Depending on the category, moderators may be specialized (or trained in an area of interest), as in-depth discussions can be highly technical.
For more information on in-depth interviews, download our free section, from the Pocket Guide to Basic Marketing Research Tools here.
