RESEARCH AND DESIGN
Conducting a needs assessment is the first
step to understanding your information needs and thinking
about research design. Often times, because of the pace
at which a business moves, it can be easier to design and
conduct research and collect more data than it is to take
the time to synthesize what is already available.
This may also be a case of the business wanting
to get something out to the market quickly. Because speed
is of the essence, companies often
short cut the development phase all together and jump right
to evaluation and testing. For a new concept or solution
that is “close in” this approach might be effective.
But often times it presumes that we know the market and
the market needs. And, the cost of a mistake in developing
a product, advertising, etc... is ultimately larger than
the cost of a mistake in evaluating that same "idea."
New ideas, in particular, tend to have large
amounts of uncertainty associated with them. This also means
that new ideas typically require more money and more research,
than familiar ideas, which may be less risky. And, without
knowing it, managers may be biased, in looking for confirmation
of an idea they already have as opposed to truth seeking.
The proper approach for learning from experience requires
seeking confirmatory and disconfirmatory evidence.
At Yeowzah, we start by assimilating
what your company knows, what your company does not know
and what is essential for your company to know. We also
understand there is a difference in research design for
development versus testing. All too often, we see different
methods being used for the wrong purpose.
As a leader in the field of Market Research,
Yeowzah can help you with research
design and information managment sytems that meet
your needs in producing actionable,
insight-driven research. Research
design solutions often require a combination of techniques
for optimal results and insights. Yeowzah is available to
assist in any of these areas.
Purpose:
Development
Develop solutions, ideas, products
Method: Qualitative
Focus Groups
Mini Groups
Triads
In-depth Interviews (IDI’s)
Laddering Interviews
Observational Research
Think Alouds
Hypnosis Focus Groups
Problem Detection
Applications:
Consumer needs
New markets/segments
Brand Positioning/Repositioning
Concept Development
Business Development
Product Development
Product Design
New technology applications
Packaging Development Packaging Design
Communications strategy
Advertising Development
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Purpose:
Measurement & Testing
Quantify Performance or Preference under selected
conditions
Method: Quantitative
Surveys
Clinics
Other Central Location Testing
Product Placement
Applications:
Concept Screening
Market Structure
Market Segmentation
Brand Stretch
Brand/Price Trade-offs
Market potential and sizing
Simulated Test Market
New Product Development
Product Testing
Packaging Testing
Communications Testing
Advertising Pre-Testing
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Purpose:
Tracking
Quantifying Market Performance
Method: Quantitative
Surveys
Audits
Panels
In-home interviews
Internal Tracking Data
Applications:
Audit
Panel Data/User Data
Sales Data
Membership Data
Share Data
Product Performance (Consumer Affairs and Customer
Service)
Satisfaction Studies
Brand Tracking
Advertising Tracking
Attitude/Usage Studies
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