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

Research in the Real World Environment

Recently I was asked what types of research would I recommend for In-Store research. In response I said that any test that would be affected by the presence of competition or the general physical purchase environment. I divided the studies into two basic categories, spot testing and testing that required the sale of the test product.

The following examples are spot tests, that is, tests that are conducted on the spot where the data are collected immediately. For instance . . . .

Negative Brand Share -- In this type of study we determine why a competitive brand is purchased instead of the test brand (ours). We also determine potential improvements for our product, positioning, image, price, promotion, package, awareness, etc. This type of research is ideal where we are looking to improve an existing brand or in conjunction with a test market as an early negative detection study.

Price Point Evaluation -- Intercept interviews are conducted among category purchasers to determine the effectiveness among multiple price points. The brand is displayed, but not sold, among the competitive brands and value assessment is determined relative to the consumers category choice brand. This type of research is conducted in the development of the brand and prior to sale availability.

Package Assessment -- The focus of this type of intercept research is two-fold, copy and appearance. The research can be used in both the development of a new brand or package modification of an existing brand.

Examples of studies which require the sale of the test brand are . . . .

Display Evaluation and Point-of-Sale Promotions -- Small quantities of the test brand are required to stock a minimum number of stores. The brand is sold utilizing the experimental display(s) or promotion(s) and compared against a control or benchmark.

Store Location Effectiveness -- In this type of study, the test brand is displayed in different locations in the store and the sales results are compared relative with one another or a control. An option to this type of study is to conduct an in-store interview to determine the awareness and the value of the brand. Actually this is the type of research involved in my Views write-up of   June 15, 1996, "Packaging Research Revisited" where we found a significant change in the value assessment of a brand depending on the location in the store.

Price Sensitivity -- In this assessment of pricing, the test brand is actually sold under different pricings and the sales are compared.

True Market Readiness Assessment -- Of all the studies I recommend, this is by far the one I think is the most important. It involves a true "Dress Rehearsal" of the marketing plan with real stores and real shoppers in a real competitive environment.

The basis of the above research is "Assessment in Context," that is it is conducted in real stores with real shoppers making judgments relative to the competitive environment.


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