“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” – David Ogilvy
Screening & Testing
Concept/benefit screening studies use research designs that reduce (i.e., screen) a large number of conceptual ideas (e.g., 15, 20, or more) into a group worth pursuing vs. those that should be rejected. Ideas may be screened using traditional measures (i.e., purchase interest), or through volumetric projection analysis.
Concept testing evaluates and diagnoses, in detail, the performance of fully developed conceptual ideas that have been created to meet consumers’ desired end-benefits. Results are also used to identify those features that are most motivating, to provide product development and advertising direction, and to identify groups of consumers for whom the idea holds the greatest appeal.
CSAT & Tracking
Tracking (monitoring) research is ongoing survey research that collects measures of brand health. Tracking is appropriate for both new and established brands, and to monitor competitive activity.
Surveys & Forecasts, LLC conducts tracking studies in a variety of circumstances. These range from monitoring new brands in small test markets, to tracking established brands with national distribution. Most large, nationally distributed consumer packaged good brands routinely use consumer tracking to monitor their brands and those of their competitors.
Most marketing research studies are focused on specific issues (i.e., reactions to a concept or product). However, a broad view of consumer behavior, markets, categories, and brands is often needed for planning, positioning, and product development purposes. This is the realm of strategic research.
Market studies, awareness and usage (‘A&U’) studies, habits and practices studies, and segmentation studies conducted by Surveys & Forecasts, LLC are designed to achieve these broader objectives.