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.

How are focus groups conducted?

Typically focus groups comprises 8-10 people who have been specifically recruited to match set criteria – for example; heavy users of a particular product or loyal customers of a specific brand. They may have similar demographic characteristics – such as all being students, business professionals, or working mums. Discussions generally last around an hour and a half, and are audio-taped, and sometimes videotaped for later analysis. The participants are ‘rewarded’ for their participation - generally with a money incentive.

What’s in it for the focus group participant?

Normally participants receive an incentive (usually cash) for participating in the group.
 
The groups can represent an opportunity to meet other, similar people with similar interests and concerns.
 
Respondents repeatedly tell us that they find our research groups to be interesting and enjoyable.
 
You can make your opinions count for something.

What are in-depth interviews?

In-depth interviews are similar to group discussions, but usually only one person is interviewed at a time. The format remains unstructured; the interview is generally conducted by a researcher who will probe responses in great detail.
 
In-depth interviews are valuable for researching people with busy lifestyles or key decision makers; individuals who are recognised as important stakeholders or major influencers in the area being researched. They are usually undertaken face to face but can also be conducted via telephone, and are conducted at the time most convenient to the respondent.

When should I use qualitative research?

A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer, get under their skin and build a real in-depth understanding of how they think and behave. Their strengths would be:

• Small samples, sharp focus.

• Probing interviews, expert moderators and the opportunity for lengthy discussions allow the researcher to explore the groups feelings, impressions and viewpoints in great depth.