New Product Assessment

Conducted a market study for a start-up company with a newly-invented personal hygiene product. Facilitated focus groups with potential customers and conducted interviews with distributors to assess overall demand and interest. The product was found to appeal to a limited market.

RESULT: The company was able to focus its efforts toward likely buyers and conserve time, money and resources.

Advertising Evaluation

Conducted a series of focus groups with physicians to test an advertising and direct mail campaign being considered by a large insurance carrier. The graphics were visually striking, and the copy was punchy and a bit humorous. During the groups, physicians revealed previously-unknown attitudes concerning insurance products, as well as a dislike for the type of advertising presented.

RESULT: These new insights spurred the company to make changes in their sales strategies and provided a framework for developing advertising more appropriate to the target audience.

Product Positioning

Designed and implemented a large-scale study for a major manufacturer of restaurant equipment. Conducted in-depth interviews with manufacturers' agents, chain restaurant buyers, equipment dealers and competitive sources to understand market needs and trends. Identified product line gaps, previously-unknown competitive threats, and new product opportunities. Additionally, uncovered end-user purchase practices and perceptions of different brands.

RESULT: The client is now exploring new product offerings, service improvements and targeted selling efforts as a result of study recommendations.

Communications Testing

Worked with a large utility company to pre-test a direct mail package welcoming a newly-acquired community of customers. Conducted focus groups with consumers to test the company's welcome message, and to ascertain to what degree the company could use the welcome message to promote value-added services. Consumers indicated a strong preference for a business-like message over one with a warm and friendly tone, and showed more receptivity to purchase new services when the business-like message was presented.

RESULT: The groups provided new insights regarding consumer expectations of the utility, as well as direction for developing an effective welcome package.