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

Test Protocols of Possible Interest

Earlier this month we conducted two projects I thought might be of interest to you. Both studies involved In-Store research.

Study #1:

A competitor of one of our clients is putting a new claim statement on their container. Our client is the market leader in the category. The client's question to us was, "Will this new banner on the competitor's container affect our sales?"

We conducted an In-Store Intercept test of the acceptance of our client's product in the presence of the competitor's product with and without the banner.

We very much believe that the addition of the competitor's banner will have a negative sales effect on our client's brand. Consider the following data.
 
banner: 

Definitely Would Buy the Client's Brand:
 

Current Users of the Client's Brand
Non-Users of Client's Brand 

Base of the Study: 354 purchasers of the category
Cost of the Study: $16,500 Timing: one weekend

Competitor's Brand
without / with

66.0%   35.5%
10.5%     5.6%

Note: We could just as easily have been testing how a copy change to our Client's package would affect sales.

Study #2:

Earlier this month one of our clients became concerned about possible carton damage to their brand appearing on store shelves. We were asked to assess the shelf damage. We conducted a store shelf audit across 200 stores from 20 cities in one week at a cost of $5,000 to our client.

These are just two recent examples of how In-Store Research was used to assist our clients with their day-to-day questions.

I'd be happy to discuss how our techniques of "Assessment in Context" may be used to answer your questions. 


[Back][Index][Forward]