Brand Positioning & Messaging

IMPLICIT / EXPLICIT TESTING

Implicit testing avoids the inaccuracy of direct Q&A responses to yield a more accurate predictor of behavior by capturing native emotional reactions as well as rational thinking.

Research to help companies make faster, more informed clean label decisions requires accurate prediction of behavior reactions—approach or avoid—to branded products with given claims and ingredient labels. Asking a research participant to directly predict their behaviors in response to a brand, claim or ingredient is known to be a poor predictor of actual behavior.

PASSIVE TRACKING BEHAVIORS

Our Social Intelligence team provides an in-depth analysis of historical & current conversations around your specific topic or behavior. Aside from traditional social channels, we track blog, forum, Reddit, and news site conversations to provide a holistic picture of consumer perception. (If desired, we can isolate specific products to pull in Amazon or other online review conversations) 

This analysis of historical conversations is used to identify possible “on-ramp” moments and cues which we will use to target specific behaviors. Using this knowledge, we use short surveys to people who have their devices passively tracked, to identify what primes or messages disrupt and change their metered behaviors.  

Deliverables from the Social Intelligence Analysis include (and not limited to):  

• Key conversation drivers of positive & negative sentiment + emotion in a purchase decision pathway (drivers defined by amount of engagement/reach of consumer posts)
• Common category-level themes
• Brand-by-brand comparisons
• Shifts in perception over time
• Share of voice between competing brands/products within the category

Overall – Isolating positive & negative sentiment

Influences – Influential social users driving conversation

• Influential websites (blogs, forums, industry news sites) where conversation is occurring

Benefits to passive metering include an unscripted view into a consumer’s digital footprint…their entire online presence. While forward-recruited consumers are primed on the topic of interest, they are not given additional instructions which might guide their behaviors or generate overly pronounced focus on reviews, forums, competitor sites, etc. Which provides a unique opportunity for a raw, more true-to-life perspective on what it’s like to follow the purchase pathway; a true “digital ethnography.”

MAPPING THE GUEST JOURNEY

Destination Insights™ is InsightsNow’s behavioral framework for understanding the consumer/guest journey. It provides a behavioral foundation for the study of the consumer decision journey specifically seeking out those moments where you are, or have the opportunity to, change their destination. 

This unique framework is built on the underlying behavioral principle that movement along a journey is triggered by three types of cues which trigger desire, consideration, or selection.  Identifying the cues and the moments in which these cues motivate behavior is the focus of our consumer journey research.  

To find the greatest opportunity for disruption, we identify opportunities to use new cues or modify existing cues and triggers to change a person’s behavior.  

RAPID IN-STORE TESTING

There is nothing like having real product and real merchandizing in actual stores to understand how well they will perform. 

In-store testing is available for grocery stores. It can be in as few as one retail store or on a larger scale at many stores in several markets. Optionally this In-store testing can be expanded to assess other options such as, multiple markets, A/B testing to see how different packaging or products perform, or how different retailing pricing or promotional tactics improve sales. 

In a typical study we research: 

• An in-store testing against planogram or positioning options 
• Number of stores: 6-8 in one market 
• Number of consumers 200-400 –with 2 SKU’s in store 
• Types of store – major grocery chain   
• Key KPI values – in-store metrics on trial: vote with wallet 
• Follow-up after purchase with 100-200 guests who bought to assess repeat potential and performance to benefit assessments, including video testimonials. 

If your products are not ready for full retail testing we can put them in a mock store and use eye tracking and physiology monitoring to understand how people will react when they see (or don’t see) your product on the shelf. Learn how merchandizing will work in a mini research setting store when you have limited supply to complete a full scale retail study.  

PRICE SENSITIVITY ANALYSIS

A purchase behavior is always a value decision that includes the price as a factor. What are the guardrails for pricing products in order to provide more competitive prices and stop loss of share and shelf space?  Our predictive models of brand share show how consumers look at price/value for your products or concepts to maximize your market share and revenue. By conducting price sensitivity analysis, you identify segments of the population that consider attributes of your product valuable, and the price they are willing to pay for those. 

IMPLICIT / EXPLICIT TESTING

Implicit testing avoids the inaccuracy of direct Q&A responses to yield a more accurate predictor of behavior by capturing native emotional reactions as well as rational thinking.

Research to help companies make faster, more informed clean label decisions requires accurate prediction of behavior reactions—approach or avoid—to branded products with given claims and ingredient labels. Asking a research participant to directly predict their behaviors in response to a brand, claim or ingredient is known to be a poor predictor of actual behavior.

IMPLICIT / EXPLICIT TESTING

Implicit testing avoids the inaccuracy of direct Q&A responses to yield a more accurate predictor of behavior by capturing native emotional reactions as well as rational thinking.

Research to help companies make faster, more informed clean label decisions requires accurate prediction of behavior reactions—approach or avoid—to branded products with given claims and ingredient labels. Asking a research participant to directly predict their behaviors in response to a brand, claim or ingredient is known to be a poor predictor of actual behavior.

LADDERING TECHNIQUES

Laddering showcases how sensorial and perceptual cues are connected to benefits, emotional connections and ultimately help brands understand how to communicate their pillars in a concrete fashion. At InsightsNow we focus on laddering up from benefits to the emotional and behavioral values, as well as laddering down to get to specific behavioral signals and subconscious cues. This ensures the overall connections are relevant for both marketers and product developers.