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RapiTests for Design Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR...
Questions RapiTests address  <ul><li>How is my design/rendering perceived, which variant or lifting is preferred, also whe...
Scope <ul><li>Combines internet with in situ exposure of new product designs at various stages: rendering, prototype or fi...
Benefits <ul><li>Fast:  results are available when fieldwork is completed </li></ul><ul><li>Ability to represent: </li></u...
General Methodology <ul><li>Combining central location with the flexibility and speed of the internet offer many methodolo...
Methodologies Recruitment Design against competition (n=100) Specific design parts (n=100) Upon selected respondents In-de...
Rendering Methodology (1/2) HD Screen Layouts Overview example Panorama example High wall example Question example
Rendering Methodology (2/2) Scenario making <ul><li>Rendering, photos, video are dragged-and-dropped to create simulated  ...
Outputs examples Consumer preferences:  Design T is polarising and outperforms competitor except for leader D Lower case c...
Norms, modelling & KB <ul><li>1WR proposes to manage different RapiTests to: </li></ul><ul><ul><li>Enable benchmarks of pr...
Locations <ul><li>ARGENTINA (AR): Buenos Aires, Cordoba </li></ul><ul><li>AUSTRALIA (AU): Sydney, Canberra and Brisbane  <...
In-depth Qualitative Option <ul><li>Selected articulate respondents (generally 10) can be asked to explain their answers a...
Costs <ul><li>Depend upon:  </li></ul><ul><ul><li>the incidence to recruit respondents (generally between 50% to 30%) </li...
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1WR RapiTests for Design

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- Combines internet with in situ exposure of new product designs at various stages: rendering, prototype or finalised products
- Rendering evaluation may be conducted on multiple screens, orchestrated through a scenario, that may integrate survey questions
- Central Location (CL) based, eventually using mobile solutions
- Uses either incentivized street intercept respondents or pre-recruited more specific respondents
- Conducted in major cities of Europe and worldwide

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Transcript of "1WR RapiTests for Design"

  1. 1. RapiTests for Design Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet: www.1WR.net
  2. 2. Questions RapiTests address <ul><li>How is my design/rendering perceived, which variant or lifting is preferred, also when compared to competition? On what key communication attributes? </li></ul><ul><li>Which design has a higher potential for launch? How can a design be improved? </li></ul><ul><li>Do consumers find my design different or similar to others? Why? Is this a new category? </li></ul><ul><li>How do consumers describe its appearance, ease of use, do they find visuals, symbols and texts clear and engaging? </li></ul><ul><li>Is the product considered top range, can it be offered at a premium price? </li></ul><ul><li>How can I plan and get more out of design research and better understand consumer opportunities? </li></ul>
  3. 3. Scope <ul><li>Combines internet with in situ exposure of new product designs at various stages: rendering, prototype or finalised products </li></ul><ul><li>Rendering evaluation may be conducted on multiple screens, orchestrated through a scenario, that may integrate survey questions </li></ul><ul><li>Central Location (CL) based, eventually using mobile solutions (see photo) </li></ul><ul><li>Uses either incentivized: </li></ul><ul><ul><li>street intercept respondents </li></ul></ul><ul><ul><li>pre-recruited more specific respondents </li></ul></ul><ul><li>Conducted in major cities of Europe and worldwide </li></ul>Mobile Solutions in Europe
  4. 4. Benefits <ul><li>Fast: results are available when fieldwork is completed </li></ul><ul><li>Ability to represent: </li></ul><ul><ul><li>renderings on multiple screens used for 2D & 3D simulations for “touch and feel” appreciation </li></ul></ul><ul><ul><li>prototypes or real products, replicating shopping environment or other conditions </li></ul></ul><ul><li>Quality of central location testing with supervisor presence, and speed and advantages of internet research </li></ul><ul><li>Flexible: probing further where needed, can sequence tests to screen out alternatives </li></ul><ul><li>Integrated project, questionnaire/questions in different languages, for standardization </li></ul><ul><li>Transposition of results, through data-mining and knowledge base (ExtenSights) </li></ul><ul><li>Cost effective </li></ul>Rendering “touch and feel”
  5. 5. General Methodology <ul><li>Combining central location with the flexibility and speed of the internet offer many methodological possibilities. </li></ul><ul><li>Uses either P&P and/or PCs HD screens or CAPI (Android or iOS IPad) </li></ul><ul><li>RapiTests can either be adapted to existing best practices or use 1WR question and questionnaire advice, to suit your particular requirements. </li></ul><ul><li>1WR has standardized questions for various design stages (see following Rendering methodology) </li></ul><ul><li>Planning are established for regular or continuous projects </li></ul>Question example
  6. 6. Methodologies Recruitment Design against competition (n=100) Specific design parts (n=100) Upon selected respondents In-depth (option) Likes/dislikes & why’s Specific to parts Recruitment Preference Why’s Uniqueness, Relevance, Likes Purchase intent/ price levels Imagery/ attribute ratings Imagery/ attribute ratings Purchase intent/ Value for money Preference Tie break among alternatives Tie break among alternatives Intercept situation, London
  7. 7. Rendering Methodology (1/2) HD Screen Layouts Overview example Panorama example High wall example Question example
  8. 8. Rendering Methodology (2/2) Scenario making <ul><li>Rendering, photos, video are dragged-and-dropped to create simulated interactive scenarios for multiple tracks/screens </li></ul><ul><li>Encrypted, can only be played through WallMuse® application, screen copying restricted </li></ul><ul><li>Patent pending </li></ul>
  9. 9. Outputs examples Consumer preferences: Design T is polarising and outperforms competitor except for leader D Lower case characters show significance at 80 percent; Upper case characters show significance at 90 percent; Single plus sign (+) shows significance at 95 percent; Double plus sign (++) shows significance at 99 percent Results are presented after the end of fieldwork. Typical presentations include significancy tests
  10. 10. Norms, modelling & KB <ul><li>1WR proposes to manage different RapiTests to: </li></ul><ul><ul><li>Enable benchmarks of product tests, offering guidelines to help improve question formulation, questionnaire design and methods </li></ul></ul><ul><ul><li>Model to better understand consumer demands, competitor strengths and weaknesses, opportunities, and in general consumer liking </li></ul></ul>ExtenSights offers context based insights that are extracted from a common knowledge base: - allowing reuse of data across different products while protecting both proprietary data and confidential customer information - making sophisticated market intelligence accessible, also to non researchers internally and externally for client relations, as a proactive service to support NPD
  11. 11. Locations <ul><li>ARGENTINA (AR): Buenos Aires, Cordoba </li></ul><ul><li>AUSTRALIA (AU): Sydney, Canberra and Brisbane </li></ul><ul><li>AUSTRIA (AT): Vienna </li></ul><ul><li>BELGIUM (BE): Brussels </li></ul><ul><li>BRAZIL (BR): São Paulo, Rio de Janeiro, Salvador, Belo Horizonte, Fortaleza </li></ul><ul><li>CANADA (CA): Toronto , Ottawa, Montreal </li></ul><ul><li>CHINA (CN): First tier cities: Beijing, Shanghai and Guangzhou/Second tier cities: Shenyang, Chengdu </li></ul><ul><li>DENMARK (DK): Copenhagen and Aarhus </li></ul><ul><li>FRANCE (FR): Paris, Lyon, Bordeaux, Marseille </li></ul><ul><li>FINLAND (FI): Helsinki </li></ul><ul><li>GERMANY (DE): Hamburg, Düsseldorf, Cologne and Munich </li></ul><ul><li>GREECE (GR): Athens, Thessaloniki </li></ul><ul><li>INDIA (IN): Mumbai, Delhi, Kolkata , Chennai </li></ul><ul><li>ISRAEL (IL): Tel Aviv </li></ul><ul><li>ITALY (IT): Milan, Rome </li></ul><ul><li>JAPAN (JP): Tokyo and Osaka. </li></ul><ul><li>KOREA SOUTH (KR): Seoul, Pusan </li></ul><ul><li>MEXICO (MX): Mexico, Ecatepec, Guadalajara </li></ul><ul><li>MOROCCO (MA): Marrakech </li></ul><ul><li>NORWAY (NO): Oslo </li></ul><ul><li>PHILIPPINES (PH) : Manila </li></ul><ul><li>POLAND (PL): Warsaw </li></ul><ul><li>PORTUGAL (PT): Lisbon, Porto, Coimbra </li></ul><ul><li>RUSSIA (RU): Moscow, St Petersburg </li></ul><ul><li>SENEGAL (SN): Dakar </li></ul><ul><li>SPAIN (ES): Madrid, Barcelona, Valencia </li></ul><ul><li>SWEDEN (SE): Stockholm, Goteborg and Malmö </li></ul><ul><li>SWITZERLAND (CH): Geneva, Zurich </li></ul><ul><li>TURKEY (TR): Istanbul, Ankara </li></ul><ul><li>UAE (AE): Dubai </li></ul><ul><li>UK (UK): London, Birmingham, Bristol, Glasgow </li></ul><ul><li>USA (US): Miami, New York, Chicago, SF, Dallas </li></ul>
  12. 12. In-depth Qualitative Option <ul><li>Selected articulate respondents (generally 10) can be asked to explain their answers and indicate more in detail the reasons of their choices. </li></ul>In depth diagnostics Likes/dislikes reasons <ul><li>Likes/dislikes reasons and prompted understanding </li></ul><ul><li>Attribute support and explanations </li></ul><ul><li>Relevance, uniqueness, like diagnostic explanations </li></ul><ul><li>Tie-break explanations </li></ul><ul><li>Projective techniques </li></ul>
  13. 13. Costs <ul><li>Depend upon: </li></ul><ul><ul><li>the incidence to recruit respondents (generally between 50% to 30%) </li></ul></ul><ul><ul><li>the duration of the questionnaire (generally between 15 min to 30 min) </li></ul></ul><ul><ul><li>the cities where tests are conducted </li></ul></ul><ul><ul><li>the necessity of special equipment </li></ul></ul><ul><ul><li>the number of tests </li></ul></ul>Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet: www.1WR.net
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