Human behavior can be investigated with habit studies to identify and describe routines, processes and procedures people follow when doing what they do. The overall objective of the study of human behavior and people’s habits is to discover automated, repetitive behaviors that, when modified, could extend brand success. Habits are behaviors done with little or …
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A/B test
The A/B test is used to confirm that a given outcome was caused by a certain stimulus. The A/B test is the modern version of the Split-Run test (SRT), an experimental framework used for over a century. Originally used to test the performance of two variations of the same advertisement, carefully designed Split-Run tests can …
Price test
The Price test confirms that it is not the price that sells the product. It is the value that makes the customer willing to pay. Therefore, marketing research for pricing purposes should help to identify the price range that guarantees a level of margin and market share that maximizes long-term profitability. So, in a Price …
Product test
With a Product test we verify that the product meets the expectations of the customer. Although the core measure of a Product test is the acceptance level (preference) judged by product users, there is not one single way of designing a Product test and there are different ways to measure preference. Before discussing an example …
Copy test
Copy test is the marketing research method used to identify the preferred advertisement by a sample of the target population the ad speaks to. Every advertisement, be it a video, radio, online, billboard, or other kind of ad, relies on copy intended to convince the audience to take action in favor of the brand. The …
Concept test in marketing research
The Concept test is marketing research conducted to assess the acceptance of a concept. The acceptance is one of the three pillars of the Product Strategy. Therefore, we understand the Concept test as an early marketing research activity that aims to verify the end-user acceptance, hence preference, of a product concept. So the Concept test …
Usage and Attitude marketing research study
The overall objective of the Usage and Attitude (U&A) marketing research study is to understand consumer behavior in order to influence it. The U&A is a flexible marketing research method that enables you to both explore market environments and describe how the market actors behave. AA&U, Awareness Attitude & Usage, is the US acronym of …
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Pricing Strategy and Marketing research
The Pricing Strategy defines the criteria to set a proper price. It doesn’t set the price itself, because the price is an operating value and does not belong to a strategic document. An example may help to explain the concept. The Pricing Strategy of an iconic brand most of us know reads: The implication underlying …
Marketing research for the Communication Strategy
The communication strategy governs all of a brand’s communication activities. There are two parts: Copy strategy. The Copy defines what motivates customers to prefer your brand over a competitor’s brand. Media strategy. This determines how to bring the copy to the customer. This post discusses marketing research studies for the Copy Strategy. We’ll discuss the …
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Product Strategy and marketing research
The creation of the Product Strategy is led by the question “What makes a successful product?” The Product Strategy has three elements: Technical performance. How the product works Design. How the product looks Acceptance. The preference of customers A successful product is one that customers prefer for its performance and design. Imagine the home cleaning …