Ml.quantify acceptorsfor your ideasck.0611

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  • Wachstum und Innovation - Beispiele der Zusammenarbeit Unilever – branding Kampagnen – weltweit Nikon – Konzept test PepsiCo – Konzept tests – Snacks Philips – in China – Konzept Tests
  • The design research process: step number 3 Explore gaps.
  • The design research process: step number 3 Explore gaps.
  • The design research process: step number 3 Explore gaps.
  • The design research process: step number 3 Explore gaps.
  • Ml.quantify acceptorsfor your ideasck.0611

    1. 2. Europe’s Fastest Growing Online Market Research Agency <ul><ul><li>Established in 1999 </li></ul></ul><ul><ul><li>150+ Research professionals </li></ul></ul><ul><ul><li>200+ Leading clients </li></ul></ul><ul><ul><li>Projects in more than 50 countries worldwide </li></ul></ul><ul><ul><li>Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York </li></ul></ul><ul><ul><li>European panel of 850.000 consumers and global access (GER: 130.000) </li></ul></ul>
    2. 3. CONTEST © Your Concepts Screen, Optimise, Validate CONTEST ©
    3. 4. Contest© - Benefits <ul><li>Customised  CONTEST © provides a concept testing solution tailored and customised around your needs </li></ul><ul><li>Fully Evaluative  Offering a well-rounded perspective with evaluative and diagnostic qualitative and quantitative feedback </li></ul><ul><li>Latest Techniques  Including a suite of state-of-the-art online techniques, visually appealing and motivating with normative database and in-house design expertise </li></ul><ul><li>Delivers the base for Growth  Provides a solid foundation for making decisions </li></ul><ul><li>Proven Methodology  Used by numerous key FMCG’s globally </li></ul>CONTEST ©
    4. 5. The broad area of concept testing is grounded in varying business objectives. Screen Optimize Validate Go-to-market Prioritization of a large numbers of insights, ideas, concepts Improving the wording, tone of voice or visual before validation Deciding whether to take the concept to the next stage of development Filling in specific marketing mix elements <ul><li>Which insights, ideas or concepts have a high level of appeal, a sense of urgency, make sense and offer something new and fresh? </li></ul><ul><li>What if anything can be done to further optimize the concept wording, tone of voice or visuals before exposing it to a more rigorous stage-gate test </li></ul><ul><li>What is the potential for success in the market and is that sufficient to justify the decision to take it to the next stage of development </li></ul><ul><li>How can the concept be further developed for a successful launch in terms of target group definition, positioning, key-claims for ad and pack design and pricing </li></ul>CONTEST ©
    5. 6. MaxDiff is our preferred method for screening large number of insights, ideas or concepts MaxDiff (Maximum Differentiation Scaling) is a form of conjoint measurement – a choice exercise Respondents enjoy the simple task, resulting in valid, differentiated rank order results Screen Prioritization of a large numbers of insights, ideas, concepts <ul><li>Which insights, ideas or concepts have a high level of appeal, a sense of urgency, make sense and offer something new and fresh? </li></ul>Screening insights, ideas and concepts CONTEST ©
    6. 7. MaxDiff takes respondents through repeated choice tasks where they select the most and least compelling ideas ‘ Please indicate which idea you find most desirable to have installed in your new car and which idea you find least desirable to have installed in your car’ CONTEST ©
    7. 8. MaxDiff offers a variety of outputs, including rank orders and opportunity maps and can also be used as a basis for segmentation CONTEST © New Crisp Flavor Appeal Total Current users Non-users Ginseng-Oregano 15.3 10.3 19.1 Pizza-Salami 13.7 13.1 18.2 Cheese-Bacon 12.5 17.8 9.7 Tomato-basil 12.1 14.2 11 Garlic-Pepper 9.9 11.1 4 Sateh-Curry 9.5 8.5 6.5 Pine nut - Spinach 9.3 5.6 8.3 Goat cheese - honey 8.2 4.3 7.5 Vinegar 6.2 9 8.9 Sushi-Salmon 6.1 3.2 9.1 Barbeque-Pepper 5.8 4.5 3.2 Tofu-Seaweed 5.6 7.2 3.8 Horseradish 5.6 6.4 5 Cucumber - Yogurt 4 5.2 4.8 Choco-Cream 2.1 3.3 4.1 Segment 1: Natural flavor lovers Index Ginseng-Oregano 170 Pine nut -Spinach 153 Goat Cheese -Honey 142 Tofu-Seaweed 139 Radish 125 Segment 2: Bold flavor lovers Index Pizza-Salami 150 Sushi-Salmon 130 Garlic-Pepper 125 Sateh-Curry 121 Choco-Cream 119
    8. 9. Optimization of insights, ideas or concepts Optimize Improving the wording, tone of voice or visual before validation <ul><li>What if anything can be done to further optimize the concept wording, tone of voice or visuals before exposing it to a more rigorous stage-gate test </li></ul>We break the concept into components, reviewing each component in turn Using a combination of evaluative and creative tools Providing a holistic perspective and actionable recommendations for improvement CONTEST ©
    9. 10. niche mass SIZE The extent to which I can identify with the insight URGENCY Need of resolution Nice to have Must have The first component that we typically look at is the insight Insight5 Insight4 Insight3 Insight8 Insight7 Insight6 Insight1 Insight2 Insights are evaluated against the three core dimensions that determine their commercial strength (size, urgency, frequency) INPUT OUTPUT CONTEST ©
    10. 11. The basic idea is also creatively evaluated using the marker tool with prompted open-ended motivation of the highlights The Marker Tool combined with open-ended prompted motivation helps to identify key drivers and barriers, which is used to further optimize the description INPUT OUTPUT CONTEST ©
    11. 12. Associative techniques are used to map perceptions around the perceived emotional benefits and positioning of the idea INPUT OUTPUT CONTEST ©
    12. 13. The dot-technique (with prompted open-ended motivation) is used for the evaluation of initial product and packaging visuals Easy to bring along to the office for lunch Good portability The colour clearly indicates this is girls only I like pink – it makes a statement The name – it tells me it is good for my body. Faster calorie burn – that’s brilliant Now I don’t have to feel guilty for not exercising Why is she sweating under her armpits. Does this beverage make you hot? In that case, I’ll buy it! Always difficult to open these plastic caps Miss Goodbody? Miss Fatbody you mean. How can yogurt make you loose weight? Come on… Good portion size CONTEST ©
    13. 14. The optimization effort can coincidence with a prioritization or screening effort if multiple concepts are being reviewed CONTEST ©
    14. 15. Validation Validate Deciding whether to take the concept to the next stage of development <ul><li>What is the potential for success in the market and is that sufficient to justify the decision to take it to the next stage of development </li></ul>Consumers review the full concept Acceptor/Rejecter analysis provides indication of potential for success Benchmark database available Diagnostics can be added Informing the go-to-market strategy elements and concept diagnostics can be added CONTEST ©
    15. 16. We use 6 validated questions to assign consumers to 3 groups Classification in Acceptor-Rejecter sheet Interest Acceptance yes Rejecter No Interest Rejecter With Interest Acceptor <ul><li>Questions interest level: </li></ul><ul><li>Are you interested? </li></ul><ul><li>Do you think other people are interested? </li></ul><ul><li>Do you think the concept is worthwhile? </li></ul><ul><li>Questions acceptance: </li></ul><ul><li>How likely would you be to buy the product? </li></ul><ul><li>How unique/different is it? </li></ul><ul><li>Would you mention this in a conversation with others? </li></ul>NO YES YES NO CONTEST ©
    16. 17. The Acceptor-Rejecter analysis helps to focus on the key business priorities <ul><li>Scenario 3: Challenger </li></ul><ul><li>High level of rejecters without interest </li></ul><ul><li>Focus on reason why: obtaining insights for unfulfilled needs </li></ul>Rejecter No Interest 20% Rejecter Interest 60% Acceptor 20% Rejecter No Interest 20% Rejecter Interest 20% Acceptor 60% Rejecter No Interest 60% Rejecter Interest 20% Acceptor 20% <ul><li>Scenario 2: Seducer </li></ul><ul><li>High level of rejecters with interest </li></ul><ul><li>Focus on finding the triggers to move them to the acceptance level </li></ul><ul><li>Scenario 1: Persuader </li></ul><ul><li>High level of acceptors </li></ul><ul><li>Focus on the profile of acceptors and the main drivers to use in communication </li></ul>Focus: What is the Power of the concept? Focus: How can we move from interest to acceptance? Focus: What are the barriers/ can they be resolved? CONTEST ©
    17. 18. The analysis is focused on two key elements: making the correct decision and understanding the underlying dynamics <ul><li>Certainty of making the correct decision </li></ul><ul><li>Go / no-go / recycle recommendation </li></ul><ul><li>Traffic-light charting against benchmarked data </li></ul><ul><li>Acceptor-Rejecter analysis </li></ul> <ul><li>Understanding underlying dynamics </li></ul><ul><li>Drivers and barriers </li></ul><ul><li>Evolution or Revolution </li></ul>CONTEST ©
    18. 19. Go-to-market Go-to-market Filling in specific marketing mix elements <ul><li>How can the concept be further developed for a successful launch in terms of target group definition, positioning, key-claims for ad and pack design and pricing </li></ul>Filling in the marketing mix: Informing the communication and design briefs in terms of: - Target Group - Key drivers / WOW-factors Informing sales and trade marketing in terms of: - Pricing - Shelf placement - Optimum Range CONTEST ©
    19. 20. Informing the communication and pack design brief <ul><li>Target Group Understanding </li></ul><ul><li>Acceptor Profiling in terms of socio-demo’s, media consumption, lifestyle attitudes, personality, needs, etc.. </li></ul> <ul><li>Key drivers </li></ul><ul><li>Identification of key motivating benefits </li></ul><ul><li>To be used on pack, product and in advertising </li></ul><ul><li>JIF Key motivating drivers: </li></ul><ul><li>Reduced fat </li></ul><ul><li>Creamy </li></ul><ul><li>Fresh Roasted Peanuts </li></ul>CONTEST ©
    20. 21. Informing the sales and trade marketing brief <ul><li>Pricing </li></ul><ul><li>Van Westendorp Price Sensitivity Meter used to establish price perceptions </li></ul>© <ul><li>Shelf Placement </li></ul><ul><li>Can offer competitive context for more realistic assessment </li></ul><ul><li>Testing alternative placements will help to identify best in-store position </li></ul><ul><li>Range Optimization </li></ul><ul><li>TURF Analysis used for determining optimum range (# of products and range composition) </li></ul>CONTEST ©
    21. 22. End Slide CONCEPTCRAFTER© New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]

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