Uncovering:: Amplifying:: Prioritizing Predictive Ideas that WORK! Kimberly Marsh // Co-Founder, SVP // Email: kimberly@qualquantsignals.com // Phone: 201-665-6465
Today’s Agenda…. About Us: Why we exist! A brief introduction into our one study, hybrid Qual/Quant research approach Presentation Flow Best practices discovered by QQS Present success stories driven by implementation of QQS best practices How QQS increases research rigor Q&A
About QualQuant Signals Predictive Research Shortens Research Lifecycles Minimizes Innovation Risk Increase Research Rigor Quicker Turnaround Cost Effective Who We Are…
Hybrid Qual/Quant Applies to Many Areas of Research Designing A Complete Story Around Who, What, Why & How! QualQuant Signals Portfolio of Testing New Product Development Consumer Co-Creation • • Whitespace landscaping Ideation & Innovation • • Idea Generation Concept, Product, Package Development • • Concept Screening & Development Brand Extensions Brand Equity Digital Touchpoint Evaluation • • Brand Awareness, Recall & Linkage Website & Social Media Performance • • Market Landscaping & Positioning ROI Tracking • • Brand Satisfaction Re-design or Optimization Insights Communications Go-To Market Planning • • Promotions Testing Claims Testing • • Creative Testing Brand Naming • • Message Testing Tagline Development
QualQuant Signals Approach to Testing A Research Approach Built on Best Practices 5
Hybrid Qual/Quant Diagnoses & Improves to Increase Marketing Power Hybrid Methodology- How It Works! 1. Qual Phase: Gathering Organic Expressions Consumers express their ideas and review the opinions of the others; and can build upon pre-seeded ideas populated by brand teams and/or other participants. 2. Quant Phase: Peer 2 Peer Consensus Using an iterative process, the system retains the most promising ideas dynamically - the ideas are classified according to their algorithm score. 3. Prioritizing Action Steps with a Map The result: The patented QualQuant Signals algorithm amplifies statistically reliable ideas/insights and aims to prioritize where to spend time, resources and capital. Contact Us to Learn More: Kimberly@qualquantsignals.com
Tricks for Increasing Research Rigor: Survey Flow Below is an illustration of the QQS screening, testing and improvement process. The highlighted areas are QQS patented differentiators that identify high market potential opportunities and set up initiatives for success. Hybrid Methodology-Survey Flow Screening/Profiling Category/Brand Landscaping Uncover Market Gaps (White Space) Identify Whitespace Before exposing the concept, QQS uncovers category frustrations/expectations & compares to KPI performance. Expose Stimulus Quant Evaluation Diagnosing, Improving & Setting Up For Success The hybrid Qual /Quant questions probe deeper to identify…. QQS Hybrid Optimization --Influencers -- Turn Off’s --Improvements brandDelphi Patent # US7890362 B2
Best Practices // Case Studies Tips & Tricks to Enhance Market Potential 8
Identifying Characteristics of a High Market Potential Product Characteristics Leading to High Success Rates Has the ability to meet or exceed customer expectations 1. Includes features they are ‘willing to pay more’ for 2. 3. Uses a language consumers easily understand 4. Eliminates purchase barriers before market entry Describes product benefits in enough detail 5. Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
Identifying Characteristics of a High Market Potential Product Characteristics Leading to High Success Rates Has the ability to meet or exceed customer expectations 1. Includes features they are ‘willing to pay more’ for 2. 3. Uses a language consumers easily understand 4. Eliminates purchase barriers before market entry Describes product benefits in enough detail 5. Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
BP#1: Red Flag-- The Industry is Creating Products That Don’t Deliver Focusing on wrinkle- free will only disappoint consumers if it can’t deliver on its promise, focus on other higher order influencers beyond wrinkle free. Dress Shirt Optimization Market Priorities Wrinkle Free (Avoid) Size/Fit Breathable Material/ Better Fabric Flex Collar Stain Free/ Color Stay Whitespace Landscaping
Identifying Characteristics of a High Market Potential Product Characteristics Leading to High Success Rates Has the ability to meet or exceed customer expectations 1. Includes features they are ‘willing to pay more’ for 2. 3. Uses a language consumers easily understand 4. Eliminates purchase barriers before market entry Describes product benefits in enough detail 5. Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
BP#2: Purchase Intent Isn’t Always Enough… Finding the Sweet Spot = More Wallet Share + Strong Positioning Willing to Rank on Increased Tested Feature/Message Pay More Favoritism Confidence 24/7 Critical Event Monitoring 24/7 Access to Nurse Help Line 24/7 Daily Activity Tracking Professional Installation of Hardware On Demand Caregiver Services Abiilty to See/Talk to People @ Door Anomaly Detection Ability to Control Garage Door Remote Control Lights Mobile App to Track Daily Activities Strong Performance Weak Performance Wallet share is driven by ‘Quick Access to Help’ through 24/7 monitoring. Concept & RTB Testing
Identifying Characteristics of a High Market Potential Product Characteristics Leading to High Success Rates Has the ability to meet or exceed customer expectations 1. Includes features they are ‘willing to pay more’ for 2. 3. Uses a language consumers easily understand 4. Eliminates purchase barriers before market entry Describes product benefits in enough detail 5. Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
BP#3: Text Highlighter Tool Identifies Tips for How to Effectively Communicate Most /Least Influential Communication Communication Tips & Learnings A car is broken into every 15 seconds and stolen every 43 seconds. Since most households • park at least one car outside it doesn’t enjoy the same protection from their home security Quantify messages when possible ( 4X the system as their home. Today, protection is primarily limited to traditional car alarms which quality ). are only effective if the homeowner is within earshot and able to hear it. This is the only service that connects your car to your smart home and security system. • Vague ‘comparison’ adjectives (smarter, better, best, easier) are less believable , Features include: anchor them into a reference point. • Smart home integration – Your smart home can turn on lights or record video from outdoor cameras when someone disturbs your vehicle. • Use experiential messaging (real, lifelike, • One app covers your home and your car – The mobile app allows you to control your smart home, don’t miss out) . track your vehicle and get notifications if either is threatened.. • Be careful with using acronyms, must • Tamper alerts – No matter where you’re parked, if your car is being stolen, towed or just bumped, explain within the context of copy. you get an immediate notification allowing you to take immediate action. • Location tracking – Using the in-app map, you can track the location of family members or a car that • Conceptual language is too dramatic has been towed or stolen. (Magic Remote, Hollywood-like, Theatrical • Palette). Geofences – Set boundaries around important places like your home, office or kids’ school and get a notification on your mobile device when your car crosses them. • Extreme driving – Track hard stops, rapid accelerations and excessive idling. Message/Feature Testing
Identifying Characteristics of a High Market Potential Product Characteristics Leading to High Success Rates Has the ability to meet or exceed customer expectations 1. Includes features they are ‘willing to pay more’ for 2. 3. Uses a language consumers easily understand 4. Eliminates purchase barriers before market entry Describes product benefits in enough detail 5. Minimize Innovation Risk : Maximize Market Acceptance Using Our Hybrid Qual/Quant Research
BP#4: Hybrid Optimizations Remove Barriers to Entry, Validated by BASES Flavor Generation • F BASES Factors for Success Package Design Testing Concept Testing BASES Results Before QQS Testing BASES Results After QQS Testing • • City Inspired Flavors presents a significant risk . Cost per CPS increases dramatically. • • Predicted volume share within pilot market doubled expected Shows difficulty connecting with needs or offering a competitive results. benefit. • • The primary limiters of interest are flavors, ingredients and BASES re-test results show a purchase intent increase of +21pts; packaging . fully market ready . Concept Development
Hybrid Qual/Quant Generates a new Flavor that Exceeds Predicted Volume Share …Traditional Open -End Verbatim Can Mislead Insights Marketing Power of Hybrid Qual/Quant Collected 127 Flavors TOP 15 FREQUENCY COUNT Orange 18 Strawberry 12 Lime 12 Coconut 11 Grape 11 Mango 9 Cherry 9 Watermelon 8 Pineapple 8 Blueberry 8 Citrus 8 Pomegranate 7 Lemon 7 Cactus 6 Melon 6 Concept Development
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