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Adding Quant to Qual with Customer Advisory Panel
Recently, Focus Groups have taken a bad wrap in Malcolm Gladwell’s book “Blink” and the Business Week article “Shoot the Focus Group”. Linda Stegeman wrote in the January issue of Quirks magazine how online research is adding tremendous value to qualitative projects.In one example she talked about refining the segmentation before conducting a profile survey for a focus group by conducting a quantitative survey. Then, use data from the study to think through the segmentation issues in advance.
We believe this approach would be great for those with a customer advisory panel because you can filter respondents from any data point captured over time. A recruit campaign could be initiated by filtering appropriate respondents from the panel that match core segments and sending those individuals an email invite to attend a focus group.
Posted on February 19, 2006
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Gain the Customer Viewpoint
Do Customers View Products the Same Way You Do? One of our clients has come up with a new and innovative way to use our existing Fusion sorting tool.
Rather than displaying their products on their website organized by company division, or internal philosophies, they are asking customers how they believe products should be organized. Customers are presented with 12 products they must sort into categories.
A follow-up question asks why they organized the products as they did and what they would call this category. The client is using the information to improve their product positioning, marketing and website usability.
Posted on February 12, 2006
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Digital Device Detects Motion, Plays Spot When Shoppers Walk By
Mya Frazier wrote in the November 14th issue of Ad Age how top marketers including Coca-Cola Co., Colgate-Palmolive Co., Kraft Food’s Maxwell House, Bush Bros. and Tyson Foods have signed on to test a new in-store marketing device that automatically turns on a 10-second video ad on shelf as a consumer walks by.
POP Broadcasting’s ShelfAds device aims to tackle two of the biggest criticisms lobbed against existing in-store media networks -- that shoppers must look up to view ads on giant, expensive plasma screens and that the ads never stop"Brands and marketers are desperate to reach shoppers at the shelf," said Gwen Morrison, president, The Store in Chicago, a part of WPP's Global Retail Practice.
What is interesting about this article is that retailers could use our virtual retail environment and shelf set's to test shelf ads before going live. Gut check ideas with the voice of thousands and create ads that make an impact.
Read the entire article here: (registration required) http://www.adage.com/news.cms?newsId=47640
Posted on January 25, 2006
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Game Theory
Allison Fass wrote in the November 14th issue of Forbes how marketing managers are simulating consumer behavior using software similar to the video game SimCity.
The technique is called Agent-based modeling. The system helps companies forecast consumers' individual and collective response to new product offerings, price changes, media buys or marketing pitches.
This piece caught our eye because we’ve developed a similar suite of virtual testing applications called Fusion and our clients have found it is like a real test market, only faster and cheaper.
Read the article here: http://www.forbes.com/home/free_forbes/2005/1114/093.html
Posted on November 21, 2005
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Shoot the Focus Group
November 14 Business Week magazine published an article by David Kiley titled "Shoot the Focus Group" which explored the recent exasperation with focus groups and the search for alternative sources such as creating an online panel to get inside consumers' heads.
The article reinforces the technology we’ve pioneered with Panel+, panel management system and provides a number of additional examples how organizations are using new technology.
You can read the entire Business Week article here: http://www.businessweek.com/magazine/content/05_46/b3959145.htm?chan=db
Posted on November 13, 2005
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