Consumer studies outside the point-of-purchase
Concept testing
Examples of aspects covered in our concept tests are:
- Brainstorming and idea generation from a consumer perspective
- Consumer reactions to new concept ideas
- Improvements and adjustments of initiatives before launch
Segmentation
We carry out segmentation studies based on the prerequisites of each market or category:
- Which consumer segments exist? How big are they and how do we describe them?
- Should the market be segmented according to consumers´ needs and values or according to actual behaviour at the point-of-purchase?
Market mapping
Our market mapping research provides an overall understanding of a market place. We answer questions such as:
- What is our market position?
- Who are our competitors?
- Who are the consumers and what are their needs?
Brand insight
Our brand research evaluates existing brands and helps develop new ones.
Examples of aspects covered in our brand studies are:
- Brand awareness
- Brand positioning
- Brand architecture
- Brand perceptions
- Brand personality
Tracking
Tracking brand health, the impact of advertising or other marketing activities, are enablers to react quickly
to changing market conditions. With a tracking study one´s own performance and/or the performance of
competitors can be continuously monitored over time.
Communication (i.e. Advertisement evaluation)
We identify how advertisements, magazines, newspapers, web pages and packages are perceived by the target
group and analyze what is needed to reach the recipient. This is achieved by evaluating communication
material based on critical dimensions such as understanding, relevance, trustworthiness, uniqueness and
attractiveness/interest.
Also, we conduct pre- and post evaluation of TV, radio, outdoor, DM advertisement and co-marketing activities.
We answer questions
such as:
- How many observed the campaign?
- Did the message reach the target group?
- What effect did the campaign have on the target group?
