Brand Diagnostic Research Grasping of qualitative and quantitative position of brand; Problem discovery and examination of cause; Basic 4P marketing strategy.
Positioning Research Segment conformity confirmation; Discovery of positioning intention and recognition; Target and positioning concept proposals.
Demand Forecast Research Measurement of marketability of new product concepts; Measurement of product acceptability; short/mid-term conditional demand forecast.
New Product Development Research New product positioning; Concept development; Concept selection; Selection of product development direction.
Product Testing Measurement of new product receptivity; Confirmation of existing product improvement recognition; new product cost reduction.
Price Elasticity Measurement Measurement of appropriate price range, price elasticity dependent on marketing variables, competitiveness in price ranges of high/mid/low; Estimation of maximum ability/willingness to pay.
Advertising Strategy/Research Selection of positioning, target, advertising concept; Expression strategy; Supply of media mix data; Presentation of appropriate advertising costs options.
Advertising Effect Measurement Measurement of advertising effect before broadcast, advertising conveyance during broadcast, conveyance of message expression, effect on purchase, and attainment of appropriate advertising.
- The research is designed to help you improve your ads. It focuses entirely on advertising decisions ? not product concepts, not products, nor consumer needs, but on advertising and on consumer reactions and the expectations the advertising creates.
- It establishes whether an ad will meet its objectives and if not what changes should be made.
- It assesses anima tics, photomatrics, finished executions, print ads, outdoor advertising and radio ads to establish: a) Does the ad say what you want it to say? b) Will saying what you want to say achieve the desired effect? c) Will it have the desired effect on the people you want to affect?
- It offers the following advantages: a) Qualitative insights within a quantitative framework, with advertising exposed in a clutter environment, followed by single viewing for diagnostic input. b) Quantitatively based normative benchmarks. c) Standard recall and comprehension measures in combination with the unique evaluative technique. d) Quick interpretative understanding of advertising performance which can be cross multi ? national in scope; linking key elements of recall, involvement and persuasion.
- It can be used to: a) Pre ? test advertising ? thereby creative executions can be changed, if necessary, prior to expensive production of finished television commercials or other forms of advertising. b) Test finished television commercials or other advertising prior to or after media placement and exposure to consumers. c) Test advertising over time in order to evaluate continuing effectiveness of the advertising and check for wear out.
Enterprise Research Investigation of the adequacy of company mission, visions, expression of concepts, representative artifacts.