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Uncovering:: Amplifying:: Prioritizing
Predictive Ideas that WORK!
Kimberly Marsh // Co-Founder, SVP // Email: [email protected] // Phone: 201-665-6465
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Today’s Agenda….
About Us: Why we exist!
A brief introduction into our one study, hybrid Qual/Quant research approach
Best practices discovered by QQS
Present success stories driven by implementation of QQS best practices
How QQS increases research rigor
Q&A
About QualQuant SignalsW
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Are
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Shortens Research Lifecycles Minimizes Innovation Risk Predictive Research
Increase Research Rigor Quicker Turnaround Cost Effective
Designing A Complete Story Around Who, What, Why & How!
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• Whitespace landscaping• Idea Generation• Concept Screening & Development
• Brand Awareness, Recall & Linkage• Market Landscaping & Positioning• Brand Satisfaction
• Promotions Testing• Creative Testing• Message Testing
New Product Development
Brand Equity
Communications
• Ideation & Innovation• Concept, Product, Package Development• Brand Extensions
• Website & Social Media Performance• ROI Tracking• Re-design or Optimization Insights
• Claims Testing• Brand Naming• Tagline Development
Consumer Co-Creation
Digital Touchpoint Evaluation
Go-To Market Planning
Hybrid Qual/Quant Applies to Many Areas of Research
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QualQuant Signals
Approach to TestingA Research Approach Built on Best Practices
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Hybrid Qual/Quant Diagnoses & Improves to Increase Marketing Power
Consumers express their ideas and review the opinions of the others; and can build upon pre-seeded ideas populated by brand teams and/or other participants.
Using an iterative process, the system retains the most promising ideas dynamically - the ideas are classified according to their algorithm score.
The result: The patented QualQuant Signals algorithm amplifies statistically reliable ideas/insights and aims to prioritize where to spend time, resources and capital.
1. Qual Phase: Gathering Organic Expressions
2. Quant Phase: Peer 2 Peer Consensus
3. Prioritizing Action Steps with a Map
Contact Us to Learn More: [email protected]
Tricks for Increasing Research Rigor: Survey Flow
Diagnosing, Improving & Setting Up For SuccessThe hybrid Qual/Quant questions probe deeper to identify….--Influencers --Turn Off’s --Improvements
Below is an illustration of the QQS screening, testing and improvement process. The highlighted areas are QQS patented differentiators that identify high market potential opportunities and set up initiatives for success.
Uncover Market Gaps (White Space)Before exposing the concept, QQS uncovers category frustrations/expectations & compares to KPI performance.
brandDelphi Patent # US7890362 B2
Screening/Profiling
Category/Brand Landscaping
Identify Whitespace
Expose Stimulus
Quant Evaluation
QQS Hybrid Optimization
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Best Practices // Case StudiesTips & Tricks to Enhance Market Potential
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Identifying Characteristics of a High Market Potential Product
Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Has the ability to meet or exceed customer expectations
Includes features they are ‘willing to pay more’ for
Uses a language consumers easily understand
Eliminates purchase barriers before market entry
Describes product benefits in enough detail
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Identifying Characteristics of a High Market Potential Product
Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Has the ability to meet or exceed customer expectations
Includes features they are ‘willing to pay more’ for
Uses a language consumers easily understand
Eliminates purchase barriers before market entry
Describes product benefits in enough detail
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BP#1: Red Flag-- The Industry is Creating Products That Don’t Deliver
Whitespace Landscaping
Dress Shirt Optimization
Wrinkle Free(Avoid)
Stain Free/Color Stay
Size/Fit
BreathableMaterial/
Better Fabric
Flex Collar
Market Priorities
Focusing on wrinkle-free will only disappoint consumers if it can’t deliver on its promise, focus on other higher order influencers beyond wrinkle free.
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Identifying Characteristics of a High Market Potential Product
Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Has the ability to meet or exceed customer expectations
Includes features they are ‘willing to pay more’ for
Uses a language consumers easily understand
Eliminates purchase barriers before market entry
Describes product benefits in enough detail
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Tested Feature/MessageWilling to
Pay More
Rank on
Favoritism
Increased
Confidence
24/7 Critical Event Monitoring
24/7 Access to Nurse Help Line
24/7 Daily Activity Tracking
Professional Installation of Hardware
On Demand Caregiver Services
Abiilty to See/Talk to People @ Door
Anomaly Detection
Ability to Control Garage Door
Remote Control Lights
Mobile App to Track Daily Activities
Strong PerformanceWeak Performance
BP#2: Purchase Intent Isn’t Always Enough…
Finding the Sweet Spot = More Wallet Share + Strong Positioning
Wallet share is driven by ‘Quick Access to Help’ through 24/7 monitoring.
Concept & RTB Testing
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Identifying Characteristics of a High Market Potential Product
Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Has the ability to meet or exceed customer expectations
Includes features they are ‘willing to pay more’ for
Uses a language consumers easily understand
Eliminates purchase barriers before market entry
Describes product benefits in enough detail
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BP#3: Text Highlighter Tool Identifies Tips for How to Effectively Communicate
Message/Feature Testing
A car is broken into every 15 seconds and stolen every 43 seconds. Since most households park at least one car outside it doesn’t enjoy the same protection from their home security system as their home. Today, protection is primarily limited to traditional car alarms which are only effective if the homeowner is within earshot and able to hear it. This is the only service that connects your car to your smart home and security system.
Features include:• Smart home integration – Your smart home can turn on lights or record video from outdoor cameras
when someone disturbs your vehicle.
• One app covers your home and your car – The mobile app allows you to control your smart home, track your vehicle and get notifications if either is threatened..
• Tamper alerts – No matter where you’re parked, if your car is being stolen, towed or just bumped, you get an immediate notification allowing you to take immediate action.
• Location tracking – Using the in-app map, you can track the location of family members or a car that has been towed or stolen.
• Geofences – Set boundaries around important places like your home, office or kids’ school and get a notification on your mobile device when your car crosses them.
• Extreme driving – Track hard stops, rapid accelerations and excessive idling.
Most /Least Influential Communication Communication Tips & Learnings
• Quantify messages when possible (4X the quality).
• Vague ‘comparison’ adjectives (smarter, better, best, easier) are less believable, anchor them into a reference point.
• Use experiential messaging (real, lifelike, don’t miss out).
• Be careful with using acronyms, must explain within the context of copy.
• Conceptual language is too dramatic(Magic Remote, Hollywood-like, Theatrical Palette).
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Identifying Characteristics of a High Market Potential Product
Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Has the ability to meet or exceed customer expectations
Includes features they are ‘willing to pay more’ for
Uses a language consumers easily understand
Eliminates purchase barriers before market entry
Describes product benefits in enough detail
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BP#4: Hybrid Optimizations Remove Barriers to Entry, Validated by BASES
Concept Development
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BASES Results Before QQS Testing
• City Inspired Flavors presents a significant risk.
• Shows difficulty connecting with needs or offering a competitive benefit.
• The primary limiters of interest are flavors, ingredients and packaging.
BASES Results After QQS Testing
• Cost per CPS increases dramatically.
• Predicted volume share within pilot market doubled expected results.
• BASES re-test results show a purchase intent increase of +21pts;
fully market ready.
Flavor Generation
Package Design Testing
Concept Testing
TOP 15 FREQUENCY COUNT
Orange 18
Strawberry 12
Lime 12
Coconut 11
Grape 11
Mango 9
Cherry 9
Watermelon 8
Pineapple 8
Blueberry 8
Citrus 8
Pomegranate 7
Lemon 7
Cactus 6
Melon 6
Hybrid Qual/Quant Generates a new Flavor that Exceeds Predicted
Volume Share…Traditional Open-End Verbatim Can Mislead Insights
Collected 127 Flavors
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Concept Development
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Identifying Characteristics of a High Market Potential Product
Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Has the ability to meet or exceed customer expectations
Includes features they are ‘willing to pay more’ for
Uses a language consumers easily understand
Eliminates purchase barriers before market entry
Describes product benefits in enough detail
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Package Testing
BP #5: +15% Change in Intent With New Product Benefit Communication
Product Features/ Benefits
62%“I’m unsure of where the product benefits are located.”
Visuals / Pictures 37%
“Package needs some active and happy looking cats.”
Font type/size 20%“Colors are so bright and font is too small.”
Color Combination 38%
“Hard to read, use lighter background with darker font!”
Cat’s Pride Logo 19%“Logo is so boring, add cats and some shape to it.”
Design Ratings: Needed Improvements
After- Optimized DesignBefore After
Purchase Intent 21% 36%
Product Features/ Benefits 62% 21%
Visuals / Pictures 37% 17%
Font type/size 20% 15%
Color Combination 38% 27%
Cat’s Pride Logo 19% 15%
Before Design
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Closing StatementWhy Research Tips, Tricks & Best Practices Work
Tips Learned from QQS Testing…
Testing can be designed as more than just an evaluation!
Reveal more than performance; uncover do’s/dont’s, communication strategies and overall market entry points, all in one study.
Identify elements of the product that are purchase “influencers”
Investigate product barriers & turn-off’s to adoption
Dichotomize…’Nice to Have’ vs. ‘Need to Have’
Observe Patterns in both good & bad performance
Before concept exposure, identify whitespace opportunities.
This is the most critical best practice because it ensures the product concept aligns with and tackles existing market frustrations or unmet needs. Comparing whitespace findings to the concept; teases out key elements for improvement or positioning; increasing marketing viability.
Asking about the influencing elements of the concept identifies the features that will influence market decisions. Time and time again, this approach uncovers clear signals that can be used to guide the communication and packaging strategy ---delivering more than just concept testing results!
While many surveys often investigate likes and dislikes, it is more insightful to fully understand the perceptions from a buying process POV– why are certain tradeoff’s made? Barriers uncovered feed into the optimization process and are used to turn concept performance around but also to isolate which concepts are truly a failure.
To prioritize the product benefits and features that truly matter, use a dichotomized approach to set concept priorities. Beyond optimizing the overall concept, this information gives development direction for package design, market and communication strategies.
Often times, we see the bottom performers quickly discarded and not given a thought but QualQuant Signals often finds a hidden list of ‘Do and Don’t’ for our clients’ to swear by. To increase the chance for a product to have stronger reach and quicker adoption, isolate the concept’s design, product features and package style into high and low market potential buckets; then observe commonalities within those buckets.
Why QualQuant Concept Excellence WORKS!With shrinking timelines, shrinking teams and shrinking budgets, we made it our mission to…
Shorten Research &Innovation Lifecycles
• Provides directed action & priorities by leveraging qual expressions and immediately quantifyingthem
• Faster & less expensive process because qual and quant research is combined into one session
• Insights/Concepts are validated & refined simultaneously
More Powerful Results,Quantified Qual Insights
• Ability to collaborate with hundreds of individuals building consensus based insights (Removing group think)
• Teases out the power of and magnitude of expressions within the same session, ensuring the most impactful results rise to the top
• Investigates across the category and brand the unmet needs that will deliver on consumer expectations
Reduce Type 1 & 2 Error,A Better Quality of Ideas
▪ Algorithm organizes insights into areas of uniqueness and differentiating market opportunities
• Reduces type 1 and type 2 error: Minimizes the chance of choosing the wrong idea
• Simulates real world selection process/environment providing most predictive behaviors among the majority as well as smaller key segments
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The Power Point Report DeliverablesThe QQS insights mission is to provide clear cut direction, action points and priorities for clients to move forward with.
Your QualQuant Signals Team
Connect anytime with any questions or require more information…
Hemen PatelTel: [email protected]
Kimberly MarshTel: [email protected]
Tha
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!
