“Creativity involves breaking out of established patterns in order to look at things in a different way.” – Edward de Bono

OUR UNIQUE CAPABILITIES

THINKING ABOUT OLD PROBLEMS IN NEW WAYS

Sometimes There’s A Better Way… Most of the major research suppliers have sophisticated methods but limited flexibility in research design and client staffing. If your problem doesn’t fit within one of their standardized approaches, you may be left with an awkward compromise.

Like our competitors, we consider the standard approaches first. But if none of them fit the challenge, we will come up with something new that does. Here are a few examples:

Brand Personality Mapping One of the defining traits of a strong brand – as compared to a good product – is the target customer’s ability to conceptualize the brand as a metaphor: as a person, as a specific place, as embodying unique qualities and characteristics. We have developed a specific method for eliciting those hidden brand characteristics and mapping them in a competitive context. Learn more here…

BRAND IDENTITY MAPPING

Qualitative Contingent Concept Analysis: q-CCA Most intelligent devices, software programs and websites rely on multi-level menus of functions, content and settings as a central element of the user interface. The perceived simplicity of the menu structure, and the ease of interpretation of the menu’s choices, directly affects both usability and ratings of user experience. q-CCA will show you which elements of your navigation system are working and which areas need improvement. Learn more here…

CONTINGENT CONTENT ANALYSIS

Qualitative Product Feature Optimization: q-PFO Product development teams often turn to conjoint measurement techniques to help determine the feature set and associated pricing options for a new product. But what if you lack the lead time for a full conjoint exercise, or your product team needs to see first hand how consumers sort out the choices available to them? We developed a qualitative analogue to Adaptive Conjoint Analysis to address these issues. Learn more here…

PRODUCT FEATURE OPTIMIZATION

Qualitative Revealed Attribute Importance: q-RAI New products generally have lots of features and capabilities that could form the basis for an introductory marketing campaign. But which ones will really drive preference at shelf? We developed a specific form of simulated shopping to provide the answer. Learn more here…

Qualitative Purchase Process Modeling: q-PPM How does the consumer reach a purchase decision and when are the best times to intervene in that process? Purchase process analysis maps that decision-making process from the recognition of a need to its fulfillment with a specific purchase – including those steps where brand-based messages are relevant. Learn more about our qualitative approach here…

Design Support Services/StarPoint Consulting Group

Qualitative New Model Auto Clinic: q-NCC New car clinics are expensive and difficult to set up. Sometimes it’s better to just go straight to your prospects for an in-depth assessment that’s up-close, personal and imaginative. We developed a qualitative program that does all that and more. Learn more about our alternative to the standard clinic here…

Establishing Design Objectives/StarPoint Consulting Group

Brand Equity Assessment: b-EXT Working with a well-known marketer of household products, we developed a unique procedure for assessing the viability and potential monetary value of new product concepts. This technique focuses on the brand’s ability to successfully project its established imagery and performance equities across a range of flanker products as well as into entirely new categories. Learn more about this conjoint-based method here…

BRAND EQUITY ASSESSMENT