The Client
Multiple clients – across FMCG, devices and services
EVALUATING PRODUCTS & PRODUCT IDEAS
The Question
Our clients have needed consumer feedback and reaction to a broad array of product ideas – to assess acceptability before committing investments.
The Solution
Usually 2-phase researches involving both qualitative and quantitative methodologies to explore consumer reactions to ideas. In some instances, trade-off research was also conducted to accurately understand consumer opinions on the product idea and sensitivity to pricing options. Where product prototypes were available, actual use experience was captured.
The Scope
• Pan Nigeria & multi-country
• A combination of methods used –in-depth interviews, focus groups and surveys.
The Result
The client got a good understanding of likely product acceptance and likely consumer reaction to product ideas. The research also provided brand positioning alternatives and generated cues for communication.