Brand Health Study
Customer Satisfaction Survey
Employee Satisfaction Survey
Market Size Estimation
Product Concept Testing
Concept testing reshapes and refines ideas so they have greater potential for market acceptance. Specifically, concept testing:
Ad Testing, also known as advertising research, is designed to improve advertising effectiveness. Companies often test their advertising with a subset of a target market before rolling out a campaign to a broader target market. The goal is to save money by optimizing both the message and calls to action before spending advertising dollars.
Ad testing allows you to:
Ad tests work best when you have a clear expectation of the purpose of the ad. Some advertisements are designed to promote awareness, while others look to build a brand or drive behavior. Regardless of the intent, it’s important to define the goal of the advertisement before running tests.
Three commonly performed ad tests include:
Recall: Companies need to be memorable if customers are going to consider their products or services. In a recall test, participants see an ad and then wait a specified amount of time before being asked whether they are able to recall a particular ad or product.
Persuasion: A test for persuasion determines the effectiveness of an ad in changing attitudes and intentions. This test assesses brand attitudes before and after ad exposure. Participants first answer a series of questions before seeing the proposed advertisement. Then they take a second test to assess how the advertisement changed their attitudes and intentions.
Response: Many ads are designed to drive an action or a conversion. This is especially true of online businesses that rely on click-through and conversion to drive revenue. In a response test, participants receive an ad with a unique identifier (URL string, promo code, phone number, etc.) to track how well the advertisement performs in converting interest to action.
The market segmentation process has two steps. The first step identifies market segments by partitioning the total market into well-defined segments. A market segment is well-defined if is satisfies these four characteristics:
It is accessible – it can be reached and served by the brand's marketing capabilities
It is substantial in market size to be worth developing a marketing program for it
It is differentially responsive to one, some, or all of the marketing inputs as compared to other segments
Usage & Attitude Study
To search for market and competitive opportunities that an existing of new product advantageously explore and eventually exploit
To determine the brand's marketing health relative to competition, and to identify its correct marketing problems and the solutions to those problems
To describe and profile the target market segment by its awareness, usage and purchase, practices, attitudes, and images of the product category, forms and brands as well as by its socio-demographics and psychographics
To find out the brand's most effective product benefit positioning in the market and relative to competitors