The extensive experience of LV research consultants offers our clients the opportunity to drill into the specific area of the marketing mix which may be of relevance at a strategic or tactical level, in the context of a range of survey types.
Research Types
- Usage & Attitude Survey
- Segmentation Study
- Customer Satisfaction Research
- Branding Research
- New Product Development
- Concept Testing
- Advertising Research
What is it?
This is a general purpose, large sample, national coverage research with either the general population or a more focused target group. It is aimed at investigating consumer habits, attitudes and perceptions. Ideally, it combines exploratory qualitative with “measuring” quantitative research.
When should it be used?
- To understand the market dynamics of a particular market / product
- To understand a decline in sales
- To assess the image of the company / brand
- To understand the drivers of category and brand selection
What is it?
A general purpose, large sample, national coverage research with either the general population or a more focused target group, aimed at segmenting the market according to the needs, usage habits, attitudes towards category, brand selection drivers, lifestyle, psychographics, etc. It can be part of a U&A survey. Segmentation studies are most useful in directing an effective marketing or communication strategy.
When should it be used?
- To break down the market into segments that are accessible, actionable, measurable and distinct
- To measure the attractiveness of specific groups of customers and optimize your efforts to reach out for them
- To identify “hidden” differences in the profile between your customers and your competitors’ customers
- To identify “hidden” differences between category users and non-users
What is it?
Customer satisfaction and customer loyalty studies are essential in order for your business to thrive. Word of mouth advertising is a strong promoter and driver of your business, but if every dissatisfied customer tells this to 9 other people then its important to know if something is making your customers dissatisfied so you can resolve it and vice versa you can maintain or improve those aspects of your business that keeps your customers loyal.
When should it be used?
- Should be used regularly to monitor the customers base ‘pulse’
- Should be used to ensure that, in the case of problems, any issues can be resolved early before any damaging loss of customer base and loss of sales
- Can be used to assess satisfaction and to estimate customer loyalty and propensity to buy the product or service again
What is it
The aim of branding research is to better understand a brands position in the market place and versus competing brands and its place in the mind of its consumers. Branding research will also help to identify ways to enhance the brands position in the market. Measuring brand equity means measuring the additional value that a brand name gives to a product or service as measured by market share and the brands ability to command a price premium.
When should it be used?
- To assess the brands ability to gain and retain market share
- To test a brands resilience against new competitors
- To test the value of a line or category extension
- To test the brands ability to gain access to new distribution channels
- To test the brands ability to command a price premium
- To test a brands ability to persuade consumers to recommend the brand to others
What is it
Market Research is undertaken at several stages in the NPD process from opportunity identification to idea selection to product concept selection to Product/Technology development. A range of market research methodologies can be used in the NPD process including desk research, quantitative research including segmentation analysis, qualitative research, concept testing, advertising tests, pricing research etc depending on the requirements and the industry.
When should it be used?
- To test the viability of a new product/service concept
- To test a proposed investment before committing the necessary funds
- To fine-tune and finalize the design of a new product
- To modify/update an existing product
- To design/update a service offering
- To estimate potential market size
- To test the communications message for a new product
What is it?
Concept testing is the process of using quantitative and qualitative methods to evaluate consumer response to a product concept or idea prior to the introduction of a product to the market. Concept testing can also be used to evaluate an idea for an advertisement before the advertisement is produced.
When should it be used?
- To be used to assess a product idea or concept using verbal or visual aids (mock-ups)
- To be used to assess an idea for an advert using verbal or visual aids (drawings)
- To be used when a company has an idea for a product and wants to test the idea
- first before investing in production on a large scale
- To be used as part of the NPD process
What is it?
Advertising research is used to identify or predict the effects or effectiveness of an advert and improve the efficiency of advertising. It can tell you if an advert is noticed among all the other advertisements that a consumer sees, if the advert is liked and whether the advert can persuade the consumer to try or buy a product or service. We can also use this research to measure an adverts effectiveness versus a competitor’s advert.
When should it be used?
- Pre-testing is conducted to assess an advertisement before it is released.
- Pre testing can help to indicate which ad from a set of ads, best represents the company/brand and the target audience for which is was produced.
- Post-testing is conducted to assess effectiveness in the market either as a stand -alone or versus a competitor’s advert.
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