Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
TIPS
3/7/2016
STUDY DESIGN
2
CREATING THE RESEARCH DESIGN
1 2 3
START WITH WHO SHOULD WHAT WILL YOU
YOUR CLIENT YOU TALK TO? MEASURE?
OBJECTIVES
Generate new product Primary targets Depends on the study
ideas objectives
Test a new concept Secondary targets
Examples:
Test product or brand Comparison groups
positioning Awareness (Aided/Unaided)
Test packaging Consideration
Purchase Intent
Understand consumer Examples: Attribute importance
attitudes and behaviors
Brand buyers Category needs
Understand purchase Brand perceptions
behavior in store Category buyers Concept appeal, uniqueness, interest
Understand barriers to Demographic groups Category usage behaviors
trial
Category purchase behaviors
Measure the impact of Channel behaviors
a campaign
Category attitudes
(immediate, over time)
Lifestyle attitudes
Demographics
3
EXAMPLES
OBJECTIVE: TEST NEW RESEARCH DESIGN
PACKAGING DESIGN
OPTIONS
Details Rationale
Survey Length 20 minutes 2 packages to
test and compare
Sample Size N=300 Large enough to
split sample: 50%
Group A will see
the OLD pack
first
Group B will see
the NEW pack
first
Recruitment Purchase Consumers
Specs Decision-maker regularly buy OJ
for OJ and are involved
Age 18-55 with the category
Purchased OJ in
the past month
Tropicana brand
non-rejectors
Quotas 150 Tropicana Want to split into
buyers P3M 2 readable
groups for each
package 4
©2015 Career Connectors. All rights reserved.
KEY MEASURES FOR TROPICANA PACK TEST
SCREENER
1. OJ purchase frequency (find past
month buyers)
2. Brands ever tried (eliminate Tropicana
never)
3. Brands purchased in past 3 months
(find Tropicana buyers)
4. Liking of juice brands (eliminate
Tropicana rejectors
SCREENER
1. Sandwich Bread purchase frequency
(find past month buyers)
2. Brands ever tried (eliminate Goldfish
bread never)
3. Time since last purchase by brand
(find Goldfish bread LAPSED USERS)
4. Liking of Goldfish bread (find Goldfish
bread triers/rejectors)
8
PHILOSOPHY:
9
KEYS TO ENGAGEMENT
Few questions
Mix of formats
Fun formats
©2015 Career Connectors. All rights reserved. 10
QUESTIONNAIRE NO-NOS
Bacon O O O
©2015 Career Connectors. All rights reserved. 13