Early Stage Concept Optimization

Many marketing issues surround the introduction of new products. One of the challenges is identifying the right product benefits to communicate about a product. Benefit ID provides a range of information to help marketers identify, communicate and accentuate the important consumer benefits for new products and services.

Benefit ID will help you:

•  Identify concept appeal.
   - Purchase intent
   - Attribute ratings

•  Determine which attributes have the most impact for consumers in brand selection.
   - Stated Importance (what people claim is important)
   - Derived Importance (what benefits actually impact brand selection)

•  Understand how consumers relate benefits to one another so that communication is not redundant.
   - Factor Analysis
   - Correlation Analysis
   - TURF

Methodology

A central location concept test is conducted among a client defined target group sample.

•  Consumers are asked to rate an extensive list of attributes in terms of overall importance.

•  Concepts that incorporate the attributes being studied are presented to respondents, one at a time and rated on the following measures:

   - Purchase intent
   - Reasons for purchase intent
   - Attribute ratings

•  Using this data, the analytical techniques listed above are employed to identify the optimal combination of attributes which should be used in concept communication.

Contact us for more information.

Benefit ID