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Design/Methodology:
Internet-driven
Consumer research. Sample sizes usually 100-500 depending
on design. 20-25 minute questionnaire. Could be run in a CLT/Internet
café to survey non-Internet users. (CAPI version to
be available Q1 2004).
Marketing
Issues Addressed:
Building KPIs for
expected packaging performance, comparing existing versus
new packs, etc. Pack design in terms of image conveyed, perceived
functionality, shelf impact etc.
Analyses
Delivered:
EPIC communications
KPI measures (see ACNielsen | ads@work). Preferences, suggested
improvements, quality of impact, link/relevance/appropriateness
of pack to brand image and expectations, competitive comparison.
Works With:
Essentially ad hoc
but can be part of a broader research program. EPIC communications
measures provide link with Winning Brands, packs@work communications
studies.
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