Key Types of Research
Consumer U&A study (Usage and Attitude) is conducted to understand the market competitiveness of a product/service by looking into purchase, usage and perception patterns of customers. Whereas, CS (Customer Satisfaction) survey mainly aims to monitor how the product/service meet customer’s demands.
Key Contents:
Usage behavior, purchase channel, product/brand awareness, brands purchased/considered, satisfaction rating, reasons of dissatisfaction, suggestion, ...etc.
Concept testing is the process to evaluate consumer response to a product idea PRIOR to production stage.
Product test seeks to assess the marketability of a new product or service BEFORE actual product launch.
Key Contents:
Product design, features, packaging, taste, pricing, promotion, positioning… etc.
Pre-test collects target audiences’ reaction and suggestions to proposed communications (i.e. ad, copy, name) BEFORE official launch.
Post-test evaluates how the communication campaign (i.e. ad, copy, name) meets set objectives specifically in terms of reach, impact, target groups.. etc.
Key Contents:
Ad evaluation (print ad, video, outline, shooting script), copy test, naming test, awareness & preference tracking…etc.
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