Quantitative Research

Central Location Test (CLT) is one of the quantitative research methodologies. Qualified respondents are normally centralized in a certain place, for example in a location such as a room in a shopping mall, to take face-to-face interviews. This type of setup is used for studies requiring extensive stimulus material to be shown and tested under standard conditions. Before conducting the interview, interviewers are well-trained by research staff to increase their interviewing skills and to avoid influencing respondents’ ideas during the interview process. As the interview is conducted in a controlled place, it is easier to manage the whole process of the interview as well as deal with unexpected situations.

CLT is considered one of the most suitable methods for testing concepts, products, packaging, advertising effectiveness, as well as conducting sensory research.

Benchmarking and comparison testing is a method that helps assess how a specific product performs in the market versus competitors. It is essential for every company that wants to distinguish itself from the competition. This research is usually undertaken in standardized consumer benchmarking booths, at home, or in hall tests. Benchmark testing allows assessment of how a specific product performs against its competition in a number of areas including functionality, durability, quality, etc. It helps challenge a company’s own practices, understand how much to invest in product development, or check if products have substantiated marketing claims. Testing data also enables informed decisions on price points, product design, and can help shape performance claims.

Benchmarking and comparison testing can consist of a combination of the following testing components:

• Evaluation of Product Features (overall opinion, appearance, flavour, texture, aroma, aftertaste)
• Evaluation of Product’s Overall Performance
• Evaluation of Product’s Durability and Construction
• Independent Verification of Product Performance Claims
• Evaluation of Product Packaging and Labelling
• Evaluation of Product’s Physical Characteristics
• Evaluation of Product’s Ease of Use

This study is conducted as a concept test or a separate block in the Omnibus study.

This study helps to find answers to the questions:

• Which name of taste to the greatest extent encourages the purchase?
• Which name of taste best communicates selected features of the product or branding?

The study result is a ranking of the tested names.

‘TURF Analysis’ is an analytical technique used to determine the optimal size and composition of the product line (in this case the number of products and their tastes).

‘TURF Analysis’ is used to compose the optimal line – such that in its composition as many respondents as possible will find at least one product for themselves.

This study usually tests a few, sometimes more than a dozen products tested in-hall or in-home for a sample of at least 300 respondents.

This study helps to find answers to the questions:

• How many and which new tastes should expand the portfolio to maximize its coverage?
• Is it worth launching all-new tastes? If so, in what order?

This study gives the opportunity to indicate not a set of products that are evaluated on average (perhaps permanently by the same consumers), but those that provide the greatest ‘cover’ of the market (reach) and information on which combination of tastes gives a strong and which only average range.

This is one of the most advanced quantitative digital testing platforms that includes eye tracking, facial coding, and dynamic browsing.

Respondents are recruited remotely and receive a list of tasks to be completed (e.g. looking at 10 different packaging propositions) on their own computer. During the test, their facial expressions and eyes via webcam are tracked, their screen is recorded, and their mouse behaviour is analysed. The test enables discovery of:

• Completion rate: How many users are able to complete the task? How fast?

• Navigation: How do people navigate during the tasks? Where do they drop off?

• Eye tracking: Are the key elements visible?

• Facial coding: Are people frustrated?

This is a very fast and effective method to test your product:

In-store Insights:

• Packaging Studies
• Shelf Studies
• POS Material
• Virtual Reality

Online Insights:

• Online Ads
• Web Pages
• Social Media
• Newsletters
• Emails

MarComms Insights:

• Outdoor Ads
• Print Ads
• TV Commercials
• Direct Marketing
• Movie Trailers
• Product Placement