Consumer Category Expertise

Consumer Products

  • Focus groups and a multi-market mall intercept study led a clothing manufacturer to develop a new line of work clothes.
  • An apparel manufacturer decided to increase the media weight significantly after the first two waves of an advertising tracking study showed no movement of the needle for awareness.
  • Focus groups assisted a men’s clothing manufacturer in learning about the market for casual clothing.
  • Through an awareness, attitude and usage study, a shoe company found women to have a great influence in the selection of men’s shoes.
  • A product test assisted a major manufacturer of watches to identify the most popular new watches to launch.
  • A company that sells suntan lotion learned that a new formulation did not meet FDA safety standards.
  • A major cosmetics firm developed a successful new line of skin care products through in-home use tests.
  • A top cosmetic firm used qualitative and quantitative research to develop what became a highly successful line of ethnic products.
  • The effect of deleting a product from the line and changing prices was shown in a discrete choice study.
  • A discrete choice study was used in a mock store setting to determine the optimal price and product mix offering for a general merchandiser.

Food and Beverage

  • The price/volume relationship for a specialized beverage was determined for three container sizes. Profit maximization was realized.
  • A marketer of hair shampoo optimized its product line, market share and profitability as a result of a survey among category users. The primary deliverable was a market model operating under Excel for use by sales and brand managers.
  • A major food company used Savitz’s Optimal Pricing Model to determine the regional price of one set of its products that was facing increased competition and declining market share.
  • A food manufacturer wanted to update its package label. A package test was conducted among current brand and category users to determine the impact of the label change on consumer perception and purchase. The new label appealed to non-brand users but not current users, who felt that the new label signified a product change. The loss of image and purchase interest among current users was sufficient to convince the company not to change the label and risk alienating its current brand franchise.

Health Care

  • An emerging pharmaceutical company determined the optimum positioning for a new line of products targeted at physician specialists.
  • A major chain of hospitals used image studies to determine the best positioning for each of its urban and rural locations.
  • A telephone survey enabled a major diagnostics equipment manufacturer to develop several popular home products.
  • A “name on the page” study taught a major pharmaceutical manufacturer what types of articles were read most by professionals receiving its magazine.
  • A diabetes care manufacturer conducted product development and testing studies to help improve the success of 5 new product line entries.  The studies were designed to optimize product features and benefits, pricing, messaging and packaging.
  • A large manufacturer of “infectious disease control” products sought to learn how best to position a new line of products and services to the operating room and ICU departments of major hospitals.
  • A leading cancer treatment center tested the appeal of 6 different ad concepts among Stage III and IV patients and caregivers
  • A leading contact lens care company conducted a customer satisfaction study with a newly introduced  lens care solution and regimen.  The results were used to improve the full launch of the new product.

 

Entertainment/Media

  • Theme park customers were intercepted to record their participation in different venues and obtain their  impressions of the park experience.  The results were used to improve the park’s overall positioning strategy and to optimize communications of the park’s different attractions.
  • A leading Internet services company conducted a study to optimize their website content, navigation and the overall ”experience” of a visit.
  • A client successfully introduced an interactive television product by getting consumer feedback before the product was launched. The research gave direction and actionable steps to fine tune the marketing strategy.
  • A local television station was able to understand the strengths and weaknesses of its television personalities through the use of a telephone study.
  • Research was conducted that provided the appeal and value of bundling cable television with telecommunications services. The research identified the segments that would prove to be most receptive to the offer.
  • Credit scoring models were developed for a prominent mail music club to determine the credit worthiness of applicants for its different products and service offerings.