A form of conjoint analysis; experimental design enables identification of causality -- not simply correlation
Often used to optimize the message – what can we say to maximize interest/intent?
Why is it important?
Allows marketers to “engineer the optimal” rather than evaluate the best of x already designed alternatives
How does it work?
Online study. Team creates list of ideas to test. Ideas combined systematically into concepts. Respondents exposed to multiple concepts, thus see each idea many times, each time in a different combination
Allows us to “tease out” the effect of each idea (statistically) on its ability to drive the dependent variable (e.g.: interest, intent, etc.)
An example of the power of brandDelphi™ + IdeaMap® together…the IdeaLoopz™ process
Hewlett Packard wanted to better understand the attributes of the product and/or ownership experience that PC consumers were looking for . They recognized the need to consider a greater range of ideas than in the past and worked with OG to conduct a brandDelphi™ study
A consumer contributed the idea of a PC Tune-Up -- bring it in every x months to make sure it is running as it should
This Star idea was included in the subsequent IdeaMap® study where it was among the strongest ideas tested
HP developed the HP PC Tune-Up, initially developed as a free service, subsequently modified and offered as a service that consumers pay extra for
“ At least 100,000 customers have taken the free class in the last two years . Sales of the Tune-Up have been robust . The rigor of the OG process and value that it has in pulling ideas out of customers was a core component of developing a portfolio of ideas we did not see. This has been incredibly powerful for our business .” – Greg Nika, Worldwide Program Manager, HP