Consumer research solutions
Quantitative studies
Scope
Custom measures to understand market characteristics or help you launch
a new product or adapt its marketing mix elements. Quantitative studies
are
designed to answer
to your particular marketing or strategy requirements.Your specific objectives might concern:
- category usage and attitudes
- in home "up take" of a given formula, features, mix elements
- advertising/campaign effectiveness
- name or brand choice
- packaging, design or format usage
- promotion, subscription or price acceptance
- market testing
Production
1WR coordination will recommend the most reliable and cost effective:- sampling options using either representative population sampling;
targeted sampling based upon quota or filter questions; eventual panel
formation
- Interviewing modes using separately or combined face to face, internet, postal or telephone
Once fieldwork is completed, tables with difference tests are produced, eventually with more sophisticated analysis.
Reporting
Reporting respects scheduling and the various stages of a study.A typical study comprises:
- a presentation of analytical findings with summary and recommendations, discussed and prepared with you.
- a report introducing the methodology, the study and its objectives, its summary and recommendations, its main analytical/question sections and appendices.
- summary tables are produced either as Excel spreadsheet tables or in Word files which highlight differences though significance tests, as well as for various splits: specific targets, "early adopters", segment groups and other socio-demographics
- listing of the open-ended question verbatim answers and their translation in English
- eventual exports and related project files
- fieldwork details and appendices
This is an example of a successfully completed project. Specific parts
of the project are retained to protect confidentiality.
Difficulty: The targeted consumers have a very low general population incidence (1%).
Solution: The selection of recent purchasers of this appliance was originally recommended. After interaction with client and desk research, we found that consumers having purchased such an appliance were most likely to justify their previous design choice, and hence not give an unbiased evaluation of the new appliances.
Difficulty: Only two respondents could view new designs comfortably at the same time, hence timing were very tight.
Solution: 1WR pre-recruited respondents so that interviews were optimally planned.
Difficulty: Results needed to be weighted often with some high unweighted/weighted sampling differences.
Solution: A specific table base format was developed to indicate “effective sample sizes” of sample indicating if distortion between unweighted/weighted were too high.
Advice enabled the client to approve some new designs and helped improve others before their market release.
Objectives
To test a new design versus its current one, and its closest
competitors.Difficulty: The targeted consumers have a very low general population incidence (1%).
Solution: The selection of recent purchasers of this appliance was originally recommended. After interaction with client and desk research, we found that consumers having purchased such an appliance were most likely to justify their previous design choice, and hence not give an unbiased evaluation of the new appliances.
Sampling and methodology
Central location tests were conduced in 4 key markets, cumulating over
a 1000 face to face interviews. Methodology addressed preferences,
communication as well as likes/disliked of the various designs.Difficulty: Only two respondents could view new designs comfortably at the same time, hence timing were very tight.
Solution: 1WR pre-recruited respondents so that interviews were optimally planned.
Difficulty: Results needed to be weighted often with some high unweighted/weighted sampling differences.
Solution: A specific table base format was developed to indicate “effective sample sizes” of sample indicating if distortion between unweighted/weighted were too high.
Reporting
Reporting included an oral presentation, a report, detailed tables,
further statistical analysis, statistical package files (SPSS), QPSMR
Reflect software and QPSMR project files.Advice enabled the client to approve some new designs and helped improve others before their market release.
Project duration
Project duration: 10 weeks (1 week preparation, 8 weeks fielding, 3
weeks analysis with 2 weeks overlapping with fielding)Quality
These included:- Fieldworkers training by supervisor, during a common brief (half a day)
- Fieldworkers were supervised continuously by supervisor
© Copyright 1 World Research (1WR.net)
2002-2008. All Rights Reserved.
updated last Sept. 2004
updated last Sept. 2004