Research Objective

• A B2B technology services provider needed to understand the level of brand awareness among their client base.
• They needed to understand which types of their clients were aware of their brand, and what those clients expected to receive from suppliers such as them.
• They also wished to understand which channels would be best suited for reaching their desired audience with marketing communications.

Scope & Methodology

• We designed a 15 minute survey targeted to middle and senior buyers and leadership at the targeted businesses in their desired industry.
• The survey identified brand awareness of a number of competitive brands for comparison, the types of services expected from each of these brands, and a set of potential media sites that the client would be willing to consider as advertising channels.

Value Delivered

• As a result of this study, the client learned that their brand awareness was lower than anticipated. They were able to determine which channels would be most efficient for reaching their desired target audience.

Client Quote

“The results are really useful for understanding our presence in the market, how to position ourselves in future and how to reach our audience. Many thanks for your help with all this. I’m sure we’ll be back in touch for further research in future!“

– Director of Marketing

Research Objective

• A leading healthcare technology company needed to identify existing product attributes within a product line that were not optimizing incremental customer reach.
• The focus was on both product features and offers.
• A survey would need to be designed, scripted, and fielded among healthcare professionals.

Scope & Methodology

• A MaxDiff and TURF analysis was required to identify the best/ideal set of product attributes and build an optimal model of product combinations/attributes that would reach the maximum number of unduplicated customers.
• After completing the analysis of the best product attributes, an interactive simulation of customer preferences was designed to observe all possible attribute combinations.

.

Value Delivered

• As a result of these analyses, the client was able to build a more effective product line consisting of the most preferred product line while also maximizing customer reach.
• With this information, they determined that 90% of participants were very likely to purchase from this combination of product offerings.

Learn more

• Understanding Relative Importance of Healthcare Imaging Features for New Product Development – A survey + MaxDiff case study
• Optimizing Healthcare Technology Offerings to Avoid Cannibalization | A MaxDiff TURF case study
• Tips for the First-Time Conjoint Analysis Researcher

Research Objective

• The client needed to evaluate the effectiveness of an advertisement by measuring recall of the message, the brand, the call to action, and the languages in which the ad was offered.

Scope & Methodology

• An online questionnaire was launched to more than 300 participants.
• The analysis revealed that:
  • ~70% recalled the call to action
  • ~80% recalled the messaging
  • ~90% recalled the brand
• Approximately 2/3 of participants saw or heard advertising for at least one brand in the category. About 7 in 10 recalled having seen or heard an advertisement for Brand A of the category.
• More than 1/3 of participants who had seen advertising for Brand A saw it in their regional language. About 1/3 reported seeing it in English, and over 1/5 reported seeing the ad in two languages.

Value Delivered

• The ad was found to effective for use as a video, audio, print, and online message campaign.

Check out other case studies

• Ensuring Optimal Inventory with SKU Level Demand Forecasting – A consumer products forecasting analytics case study
• Fine Tuning New Personal Care Products with JAR Analysis – A sensory IHUT case study
• Modeling a Consumer Response Hierarchy to Guide Brand Strategy – A personal care survey analytics case study

Research Objective

• A leading health care client needed to understand whether merging their two leading variants and stretching brand equity to meet new states of category growth drivers would be more competitive against quickly growing private label brands.

Scope & Methodology

• A comprehensive, meta-analytics solution integrating insights from segmentation data, Habits & Practices data & brand equity data was conducted.
• Key need-states for a variety of consumer segments were identified and brands were overlaid in the market to identify white-space potential.

Value Delivered

• Growing white-space opportunities were identified that showed the brand had potential to stretch their equity and address evolving consumer needs.

Check out other healthcare case studies

• Tracking Physician Perceptions of Diabetes Pharmaceutical Representatives – A physician survey case study
• Face-to-Face On-Site Medical Leader Interviews – A B2B interview case study
• Building a Strategic Business Plan Grounded in Industry Data – A pharmaceutical data analytics case study

Research Objective

• A personal care client developing a new product needed to understand the ‘must have’ attributes of their product.
• Specifically, they needed to know whether to dial up or down the scent, consistency, and dispersal amount to achieve the optimum level of each attribute.

Scope & Methodology

• After testing three product variants, participants rated the intensity of several attributes – how did it compare to being “Just About Right”
• 5 point scale ratings were converted to 3 point scales and mean likeability scores were calculated for each attribute followed by mean drop scores for the off-limit groups.

Value Delivered

• The product development team was able to understand which product features of the three variants were more and less desirable, and were able to adjust the thickness and scent strength appropriately to improve likability of the product.

Check out other related case studies

• Increasing Customer Acceptance For Controversial Pet Food Format – A survey case study
• Improving Sales by Understanding Pain Points of Sales Reps – A home appliance survey case study
• Evaluating the Effectiveness of a Campaign with Brand and Message Recall – A consumer media survey case study

Research Objective

• A top food company wanted to identify the optimal set of soup flavors for incremental reach. They needed to prevent confusion from creating too many flavors while also preventing brand disloyalty from creating too few flavors.

Scope & Methodology

• A survey with a wide range of product attributes was designed. The optimum number of items per set, sets per participant, and number of versions was decided.
• Based on a MaxDiff analysis, the share of preferences for each potential set of flavors was identified.
• In addition, the TURF analysis identified the maximum reach for each set of flavors.

Value Delivered

• The client was able to understand how many customers would prefer each set of flavors, as well as how large the market could be for each set of flavors. They were also able to identify the incremental reach associated with each set of soup flavors.

Check out other food case studies

• Measuring Consumer Preferences for Successful Ready-To-Eat Development | A Sensory Research Case Study
• Benchmarking Brand Awareness and Competitive Brand Space – A consumer food survey case study
• Sentiment and Content Analysis of Qualitative Consumer Comments – A food survey + text analysis case study

Research Objective

• The client needed to optimize their pricing strategy by understanding perceptions of prices held by consumer segments towards an inhaler product.
• They also needed to understand GPs’ selection of COPD treatments, and payer reception to various prices, rebate schemes, and complete offers within the portfolio.

Scope & Methodology

• The consumer market was segmented into distinct customer groups based on purchase behavior and paying potential. Each segment estimated various prices of inhalers.
• GPs indicated their intent to recommend various brands in each patient segment at each price.
• Optimum prices were identified for each segment.

Value Delivered

• The client successfully launched a new inhaler in a competitive market with optimized pricing that maximized the opportunity. It quickly gained popularity.
• The client was able to price their product optimally to avoid losing sales and to maximize profit margins

Check out other healthcare case studies

• Tracking Physician Perceptions of Diabetes Pharmaceutical Representatives – A physician survey case study
• Face-to-Face On-Site Medical Leader Interviews – A B2B interview case study
• Building a Strategic Business Plan Grounded in Industry Data – A pharmaceutical data analytics case study

Research Objective

• A university needed to evaluate their brand value and understand declining enrollment in order to build a more meaningful brand promise based on academic offerings, student experience, and their prestige.
• They also needed to segment the market into distinct customer groups to target unique demographics groups more appropriately.

Scope & Methodology

• A survey was launched to measure a range of attributes including brand awareness and brand attributes.
• Prepared concepts were evaluated against a variety of emotional and rational perceptions. Each concept was evaluated in terms of the a set of key attributes, relevance, and preference.

Value Delivered

• The client learned where perceptions of their brand were falling short as well as which brand promise resonated and appealed the most with their target audience.
• The client was able to build a brand promise that was more meaningful to their customer base, and develop brand strategies that more accurately reflected the dynamics of their institution.

Check out other related case studies

• Increasing Customer Acceptance For Controversial Pet Food Format – A survey case study
• Improving Sales by Understanding Pain Points of Sales Reps – A home appliance survey case study
• Evaluating the Effectiveness of a Campaign with Brand and Message Recall – A consumer media survey case study

Research Objective

• An international brand of seasonings, instant soups, pasta, and noodles wished to satisfy Indian consumer needs with a product offering focused on balanced nutrition for young people.
• Their main objective was to deliver well balanced nutritional pasta that mothers could trust, and their children would like while maintaining the image of their brand and quality. This needed to hold true even when kids and teenagers ate the pasta without any vegetables or meat.
• They wanted to develop a pasta product which would find a balance between nutrition, taste, and visual signals that would make the product credible in the eyes of mothers and their children.

Scope & Methodology

• Experts conducted a Customer Need Assessment study with mothers to understand:
  • Perception towards pasta products
  • Preferred ingredients and additives
  • Taste and color improvements
  • Level of consumption
• Primary & Desk Research: We identified lentils, chickpeas, powdered egg whites, and flax seed as the best ingredients to achieve consumer nutritional objectives. These ingredients and additives were perceived to be nutritious and part of the healthy diet which fit well with the brand image.
• We also evaluated a range of several colors to find a shade of pasta that is not too dark for the kids but dark enough for the mothers to find it credible.

Value Delivered

• Our study helped the client to understand consumer perceptions towards their new product and identify their current needs for kids.
• Client introduced several new products in the pasta segment by considering consumer’s needs and demands.

Check out other food case studies

• Measuring Consumer Preferences for Successful Ready-To-Eat Development | A Sensory Research Case Study
• Benchmarking Brand Awareness and Competitive Brand Space – A consumer food survey case study
• Sentiment and Content Analysis of Qualitative Consumer Comments – A food survey + text analysis case study