Two weeks, a quarter of the cost of traditional market structure studies, and information you can translate immediately to market success. These are the real advantages of CenterSight. Cost approximately $60,000.
The Problem
Your brand has a large number of consumers who are aware of your brand,
yet they use another brand in the category. Our studies have found two
reasons why aware consumers are not motivated to purchase:
1. Consumers know your brand by name, but
do not know anything else about it.
2. Among consumers who know something about your brand, what they do know
is not compelling or relevant enough to excite trial
Very expensive and complicated market structure/market
segmentation studies are often used to reveal motivating benefits. Unfortunately
they're often fielded without precisely worded brand attributes.
Consumers react but they may not be reacting to good stimuli. Finally,
these studies often provide ratings for the brand as reported by aware
consumers who know "next to nothing about the brand". This
provides virtually useless statistical information.
The Solution
CenterBrain and Nelson Research Inc. have devised a very direct, common-sense,
logical, and cost-efficient process to capture the aware non-trier by
uncovering ways to transform them to triers. It's called CenterSight.
It begins by learning, in very specific terms, why consumers who use your brand, do so exclusively. This phase is qualitative. We use small groups (triads) to develop a lengthy and very specific inventory of what people LOVE about your brand. We articulate each of these brand benefits very precisely.
The next step is quantitative—devoted
to learning which of the benefits we've uncovered in the qualitative
phase have the highest probability of converting an aware non-trier to
a user. The process is simple and requires only one rating question and
two samples of qualified respondents.
Here's
how it works
A sample of aware non-triers is read a list of benefits and is asked to
indicate the degree of likelihood that, if the brand provided the benefit,
they would try it. A separate sample of loyal users is read the same list
of benefits. Loyal users are asked to indicate the degree to which the
benefit represents a reason why they love the brand.
A multivariate processis applied to the rating data for the two samples
of respondents. The analysis reveals the likelihood that a non-trier will
be transformed to a trier. It also tells us the relative importance to
this new trier of each of the benefits. Additional simulation opportunities
are also possible. For instance, we can now learn how the probability
of usage can be increased by improving brand ratings on specific attributes
(or combinations of attributes).
Additional diagnostic information is provided by an analysis of which
benefits tend to cluster together. This can lead to the construction of
full positioning or advertising copy.
It's fast and efficient - Just two weeks
The qualitative phase is completed during one day of triads (in Cincinnati, Nashville or Atlanta) with loyal brand users. The quantitative phase
requires a sample of 300 respondents (150 loyal users; 150 aware non-triers).
The study is administered online nationally or in person at shopping malls in 20 geographic
markets.
To meet the 2 week deadline we conduct the triads on Monday and field the quantitative study on Thursday. Interviewing is completed by the following Monday and an analysis is possible the next week.