Could Your Test Results be Misleading????

RESEARCH has shown that the LOCATION of a test plays an important role in determining the results of the test. When we compared results of tests conducted in a simulated environment with results of the same tests conducted in real STORES, dramatic differences were seen. Genesis II and Elrick and Lavidge, recommend Point of Sale research for the following:

Price/Value Research -- It is our belief that the true price/ value relationship can best be understood in the context of the marketplace. POS determines value in real stores among a complete assortment of the consumer's options.

Package Appearance/Communication -- Package appearance and communication play an important part in purchase motivation. In our research we have seen dramatic changes in acceptance when measured at the Point of Purchase relative to assessment measured in other testing locations. We have seen that the appearance of packages changes significantly when displayed on store shelves due to lighting, shelf configuration/location and companion products.

Negative Brand Share -- While most companies focus on what is liked and disliked about a brand, Elrick & Lavidge believe it is also important to understand "Purchase Motivation" and "Basis of Rejection" which may not be apparent in the Like/Dislike Research. Which is more important, "To be Liked" or "To be Sold?"

Determining Market Readiness of a New Brand, Line Extension or Repositioning -- Most market readiness research focuses on "What will happen (share)?" while E&L's Disposable Test Market (DTM) goes one step further. Not only does DTM determine "What will happen," but it will also identify "Why." That is, why it was not purchased, why it was not re-purchased or why it was purchased. This opens up the potential of corrective action before investing in a costly Test Market prematurely. On average, nine out of every ten new market introductions will fail within one year of introduction. DTM will greatly reduce this failure rate.

WHY does POS result in better data?

In POS you have ......
Real Shoppers They are in the store to make purchases and not to participate in a test.
Realistic Conditions
A Complete Assortment of Brand Options and Real Prices

We offer a formal presentation of our "Researching Research" which leads to the concept of "Assessment in Context" the basis of "Point of Sale" research.