Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

Just a Reminder of "Assessment in Context" Research

Relative VALUE Assessment: Value assessment at the point of purchase can be totally different from value assessment via memory.

PACKAGE Appeal: Appearance on the store shelf can be very important for the success of your brand.

PACKAGE Communication: Packages are Billboards at the Point of Purchase What message does the packaging of your brand deliver to the shopper?

DISPLAY Effectiveness: Our research has shown that displays can actually hurt the sales of a brand. Why gamble? It is so easy and cost efficient to assess the performance of a display.

Negative Brand Share: The Basis of Rejection of a Brand It's good to know what the consumer likes and dislikes about your brand, but it is more important to know why they do not purchase it.

BRAND Differentiation: When the shopper is selecting a brand for purchase, how do they see your brand relative to the competition?

Market Readiness Assessment of a NEW BRAND Disposable Test Market (DTM) Sixteen thousand (16,000) new products will appear on the grocers' shelves this year. Nine out of ten will fail in the first year. Only eight percent (8%) of researched new products get to the store shelves. We believe the DTM method will greatly reduce the failure rate and maybe even save those good ideas that were rejected as a result of the test method and not the idea.

The DTM method brings realism to testing; real shoppers using real money in real stores.

If you are planning any research in these areas, give me a call to discuss some options or results or "Researching Research" in these areas. 


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