Case Study – Pringles

Methodology: Hall Tests

Since 2005 Warwick Equest has been helping P&G extend and develop their famous Pringles snack ranges through extensive consumer testing of new flavours, production methods and ingredients.

New Pringles variants are exposed to the consumer in a series of hall tests where they are evaluated for over 30 different variables such as taste, colour, shape, texture, saltiness, crunchiness, aftertaste and greasiness.

By comparative testing of the different variants P&G are able to identify and refine the most appealing new products prior to production and launch.

Typically the recruitment criteria for Pringles hall tests are very wide – generally males or females aged between 18 -55 who are regular consumers of chips, crisps and snacks. As such it is common for each day’s hall testing to capture the opinions of over 100 respondents at a time.
 

Case Study – Thule

Methodology: Online Survey

When Boston Consulting Group were asked by their client Thule to develop brand stretch options we helped them assess the consumer reaction to their new concepts.

Online research with over 1,700 car owners was conducted in the UK, France, Germany and US. The fieldwork was completed within 14 days and the research not only helped BCG underpin their proposals, but provided valuable knowledge about the consumers’ awareness of Thule and competitor brands.

Case Study – RoDO

Methodology: Postal Survey

RoDO, a leading manufacturer of equipment, supplies and sundries for the professional decorator wanted to understand their customers’ attitudes to different brands, equipment design, product usage and the influence of price on their choice of equipment.

Because of the specialised nature of the market we first identified and built a database of professional decorators and tradesmen from specialist directory listings and trade associations. From this we were able to mail out a 2,000 strong postal survey, using a prize draw as an incentive to participation.

From the research results RoDO were able to identify design, packaging and branding issues that influence purchase decisions, gain an understanding of the positioning of their brands against those of competitors, and establish a trade research panel for future projects.

What is qualitative research used for?

Typically qualitative research is used to:

• Discover underlying perceptions, attitudes and behaviour drivers
• Test response to creative marketing messages or promotional materials
• Identify hypotheses about potential demand drivers and/or deterrents
• Get initial feedback about new product concepts

Studies conducted utilising qualitative methods often include:

• Advertising/campaign message development
• Ad testing
• Brand image and positioning studies
• Product concept evaluations
• Pilot testing/exploratory idea generation

How do I make sure my research adds value?

The most effective market research project is one that has a clearly defined objective. This objective is usually determined by the Client and conveyed in the form of a written or verbal brief. This brief should include:

• A discussion of the product of service / market to be researched, its relevant history, and its current status
• Details of what is already known about the brand or product of interest, and who its current customers are
• As much detail as possible about what it is that the marketer actually wants to know
• Why this information is needed, and how it will be used
• Any relevant information available from previous research
• Ideally, the scope of the project, with an indication of the available budget, and a realistic deadline for results

How much will it cost?

Since every project is unique and customised to meet the client's needs research companies do not operate with a standard price list. How can I cut my research costs?

Clients are always interested in cutting their research costs; however, this is not easily done without compromising the quality and integrity of the research and the results generated. Some savings may be accomplished by:

• Reducing the length and complexity of the questionnaire
• Cutting the number of questions
• Reducing the number of locations
• Reduce the overall size of the sample