Assessing Performance of All Marketing Elements

Assessing Performance of All Marketing Elements

The Challenge

Our client was looking to launch a new supplement to help with Mental Clarity. After their Home Use Tests were completed, our client wanted to further explore how to optimize the product.

Our Approach

A subset of our original Home Use Test participants recorded how they were feeling prior to their trial of the product and then after using the product. After reviewing the videos, we selected some participants to participate in online, moderated group discussions.

Two in-market packaging options were delivered to each respondent in advance of the group discussion. Four, 60-minute sessions were conducted with three participants per session.

What We Learned

Consumers rely on various methods to help regain focus.

Most are not using supplements to improve focus but are open to the idea.

Insights to Action

While we provided specific insights on the concept, product, pricing, and packaging, here are some of the highlights:

For a pdf of the case study, click here.

Qualitative Report Options: Summary

Qualitative Report Options: Summary

Disaster checks. Gaining alignment.  Last minute questions.  If you’re looking for faster insights and you’ve got an engaged team, then our Summary Report Solution can help. 

Summary Reports are designed for active teams, who are ready to make decisions in-the-moment, following live research.

Real-time insights. Team-aligned decision-making.

With our Summary Report Solution, your team observes the live research, then participates in an interactive, facilitated debrief with your Blueberry Research Manager.  Together, you react to the insights, discuss solutions, and gain cross-functional alignment.

For more information about Summary, click here.

Qualitative Report Options: Snapshot

Qualitative Report Options: Snapshot

We get it. You need today’s qualitative insights yesterday.  

That’s where Snapshot comes in.  Snapshot is our new report option that delivers topline insights in about three days, so you can move forward with confidence.

Topline insights on key questions in about 3 days

With Snapshot, you choose your key questions.  Then, we conduct the research and deliver fast insights on those priorities.  We follow your Snapshot report with Synthesis (our standard full report and analysis), so you get the best of both worlds:

Speed + Substance = Confident Action

For more information about Snapshot, click here

Expectations Scales: 3 versus 5 points

Expectations Scales: 3 versus 5 points

Recently, we were collaborating with a client about a project, and she asked us which Expectation Scale we should use – 3 or 5 point.

If you’re not familiar with Expectation Scales, this is what they typically look like:

This is a 3-Point Expectation Scale:

This is a 5-Point Expectation Scale:

Expectation Scales are widely used in market research. They are:

– easy for people to understand

– can be deployed in virtually any category

– provide definitive information across a multitude of factors

So, they have a lot going for them!

While the 5-Point Expectation Scale is useful and widely popular, the 3-Point Scale is easier for consumers to work with, and it carries more meaning for the researcher when it comes to analysis.

The beauty of a 3-Point Scale is that it does not leave room for a gray area.  It requires that the consumer make a definitive answer – positive, negative, or neutral.  While the 5-Point Scale might soften the blow a bit for an under-performing product, it also can artificially boost an average product.  On the other hand, the 3-Point Scale leaves minimal room for error – either positively or negatively.

I think of our preferences for expectations scales a bit like our preferences for removing a band aid – you can go slowly, taking off the edges bit by bit until you peel it off  – that’s a 5-Point.  Or, you can go fast and just rip it – yup, that’s the 3-Point! Now, which one are you?

 

Understanding the Impact of Color on Supplements

Understanding the Impact of Color on Supplements

The Challenge

Our client is working towards the removal of artificial colors from a healthcare supplement product line, with the goal of creating a more ‘natural’ product.
1.  Obtain feedback on an initial production line with more natural colors
2.  Understand potential issues that may arise with these changes in colors

Our Approach

We conducted a Central Location Test to evaluate six different variants, including the Current. Aside from standard hedonics, we included just-about-right measures, so we could conduct Penalty Analysis to determine where to optimize in terms of color and size, if need be.

Following the product evaluation, peel-off In-Depth Interviews were conducted to obtain additional understanding around the colors.

What We Learned

Purchase Decision Factors (in Priority Order) are:
Brand – Trust is key
Efficacy – Should do what it says it does, particularly if gender or age specific
Size – Should both look easy to swallow and be easy to swallow
Color is not necessarily important. Most consumers could not recall what the color of
their supplement was.  Still if encouraged to choose, consumers had some color preferences:

Insights to Action

Current consumers strongly believe in the brand’s reputation and efficacy. So while the brand is “internally” pressured to make this change, a change “within reason” will not deter brand usage – as
trust in the brand overrides the color of the tablets.

Further, current consumers already believe the tablets to be natural, so while the company desires to state this on the package as a benefit, it may cause consumer concern and lead consumers to question their prior experience with the product.

Overall, there is not much concern in making this switch, but there are some issues around specific colors, which came out in the qualitative interviews…

Want more?  View the case study.

How to introduce a new food into the U.S. market

How to introduce a new food into the U.S. market

The Challenge

Our client has a highly-popular international food item (a non-meat Turkish street fare) which they would like to introduce into the U.S. food market.
– Explore how consumers might use the product
– Determine how to position the product in the U.S.
– Identify any product adjustments to better fit the U.S. palate

Our Approach

Conduct qualitative focus group discussions with potential consumers who are open to the idea of a popular Turkish street food fare. We offered a buffet to allow sampling and pairings and looked for consumers who were “adventurous eaters” – those who have tried other international foods, such as Falafel, Gyros, Hummus, Tabbouleh, and Tar-tar.

What We Learned

Overall, the product was well-liked and generated excitement as a new flavor experience with multiple usage occasions.

Product

Because we did not define how this food product should be consumed, we were able to explore what was interesting/desirable to US consumers, versus setting expectations as to how it is typically consumed (in other countries).
– The expected form – a dry mix – wasn’t perceived as highly desirable, but once consumers were allowed to “play with the product” new ideas were uncovered.
– Consumers also identified additional usage occasions, aside from the typical “street fare”.

Marketing

The Turkish roots of the product were a highly appealing feature.  And, anchoring to other established international products offers familiarity yet a sense of adventure.  However – while meatless – the product should not be marketed as vegan as that label is too restrictive.

Want more? View the case study.

What Happens When Ingredient Changes Result in Two Different but Equally-Liked Options

What Happens When Ingredient Changes Result in Two Different but Equally-Liked Options

The Challenge

Our client is considering a different formulation for its Chipotle Veggie Chip and wants to ensure
there are no discernible differences between the reformulations and Current.  The reformulations include one prototype using a new flavor house and three prototypes using reduced seasoning levels from the current flavor house.

Our Approach

Compare the current formulation to the revised prototypes to determine if consumers equally accept
any/all formulations. And, determine any optimization priorities for the new formulations to ensure they deliver as well as Current.

 What We Learned

 

Insights to Action

Although Control, Chipotle Reformulated and Test 1 are equally liked for nearly all measures,
Chipotle Reformulated is significantly better optimized for vegetable flavor over Control and Test 1
and better optimized for chipotle flavor over Test 1.

Still, there’s risk in switching to Chipotle Reformulated, as it does not emulate the current Veggie
Chip profile in the same manner in which Test 1 does. Flavor differences detected in Chipotle
Reformulated could indicate that this formula is more “potato-chip” like, thereby potentially
alienating current consumers.

Want more?  View the case study.

Our Facilities are Open for In-Person Research

Our Facilities are Open for In-Person Research

We are pleased to share that our Milwaukee, Philadelphia and New York facilities are open for in-person research, as are many of our trusted facility partners.

As we reopen and with the goal of exercising extreme caution for the health and well-being of our clients, respondents and staff, we are taking extensive health and safety measures, including but not limited to

– Health screenings and personal protective equipment for all people on site

– Reconfigured spaces to maintain social distancing guidelines of 6’

– Safety and cleaning procedures

– Only essential staff on site

Most importantly, we realize that these unique circumstances may present challenges or concerns about your research.  Please know that we continue to be your creative, collaborative partner.  We will work with you to customize a solution that delivers the insights you need.

As we have done for the last 20 years, we remain committed to your research success.

We are excited about opening and delivering insights that help you navigate your path forward.

An Inside Look as We Execute a Home Use Test

An Inside Look as We Execute a Home Use Test

Are you wondering if you can successfully convert your Central Location Test to a Home Use Test?  We thought a quick view of our HUTs in action might be helpful:

It’s true that product tests have their own unique complexities . . . However, we’ve successfully converted several CLTs to HUTs in the last two months, and we’ve conducted thousands of HUTs in our 20 years.

Please reach out to see if our Home Use Tests can be an insight solution for you.