Consumer Marketing Research Innovation: Assessing New Approaches to Concept Testing, Brand Research, Positioning, DTC, Target Product Profile and Tactic Testing

STUDY OVERVIEW

New technologies are transforming how consumers make critical purchasing decisions. At the same time, consumer marketing research and analysis techniques are evolving across industry sectors to better identify winning tools and techniques for understanding consumers' decisions.
This cross industry study addresses topical issues that include winning over internal stakeholders to new marketing research approaches, and the presence of innovation across six market research tools: Concept Testing, Brand Research, Positioning, Direct-to-Consumer, Target Product Profile Testing and Tactic Testing

KEY TOPICS

• Innovation in Marketing Research Approaches
• Innovation in Marketing Research Tools - Using Innovation to Update the Use of Analysis Tools for Key Market Research Activities

• Cite some innovative marketing research practices across methodologies, data collection, analysis, and reporting
• Rate innovativeness across four market research dimensions for Concept Testing Research and provide examples of innovation across these dimensions.
• Rate innovativeness across four market research dimensions for Brand Awareness and provide examples of innovation across these dimensions.
• Rate innovativeness across four market research dimensions for Positioning and provide examples of innovation across these dimensions.
• Rate innovativeness across four market research dimensions for Direct-to-Consumer research and provide examples of innovation across these dimensions.
• Rate innovativeness across four market research dimensions for Target Product Profile and provide examples of innovation across these dimensions.
• Rate innovativeness across four market research dimensions for Tactic Testing and provide examples of innovation across these dimensions.
  

Concept Testing
•Utilizing more group concept testing to force participants to defend their preferred concepts to get more insight into their decision-making.
•Using interactive dials during in-person portion of study

Brand Research
•Incorporating quant and qual to ascertain the concepts that resonate best with customers
•Using social media tools to “bake in” brand research insights into deliverables

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