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 | Feb 14, 2018 | Marketing research, Research design, Survey research
Since 1936, the Advertising Research Foundation has been the standard-bearer for unbiased quality in research on advertising, media, and marketing. Over the past 10 years, the ARF’s Foundations of Quality (FOQ) initiative has published 10 peer-reviewed papers dedicated to best practices in research and data quality. I should know: I was a co-author of two of those papers.
Now those FOQ insights are being brought to life in through The ARF’s Leadership Lab series of workshops and lectures on key research topics. Each are designed to inform and educate those in the marketing and advertising research industry about key aspects of the research process.
Nearly 120 students attended today’s event, including a few well-know industry experts. Turns out that even they must keep their skills sharp!
So, on Wednesday, February 14th (yes, Valentine’s Day) I was pleased (for a 2nd time) to be one of five research experts presenting a half-day crash course on how to design, execute, and analyze consumer survey research so that professionals new (and not so new) to the research field can understand what “good design” looks like. This includes sampling and weighting, scales and applicability for mobile, and appropriate statistical tests. We also covered the use of emojis in survey research as possible scale replacements. The overarching goal was to help our fellow researchers understand the nuances of data quality, and help them positive impact their organizations through superior insights and marketing success.
I am so very pleased to have been part of today’s program, which included yours truly (Bob Walker, CEO & Founder, Surveys & Forecasts LLC); John Bremer, Head of Research Science, The NPD Group; Randall Thomas, SVP, Research Methods, GfK; and Nancy Brigham, SVP, Global Head of Sampling and Research-on-Research, IPSOS Interactive Services. The event was beautifully coordinated by Chris Bacon, EVP, Global Research Quality & Innovation, from The ARF, and the wonderful ARF staff who work tirelessly behind the scenes. Kudos to all!
Not only are these individuals brilliant, published researchers, but they have become friends and are people who all respect one another and share their knowledge freely. The morning wasn’t without some amusing moments: I had too many slides, John couldn’t resist showing his dogs, Randy broke into a few rock’n roll riffs, and Chris utilized emojis and handed out Whitman Samplers and M&Ms to mollify the crowd. Nancy simply seemed bemused by it all…
We all look forward working together with the ARF in the future on research education, including the possibility of more hands-on case studies, webinars, and workshops. The industry is thirsty for real, practical knowledge, and the ARF is the best place for that to occur. It remains an anchor and a center of gravity for all things related to research.
Congratulations to all on a great day today – a job well done, and much more to come in 2018 and beyond!!
