What s the Best Way to Evaluate Benefits or Claims? Silvena Milenkova SVP of Research & Strategic Direction
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1 What s the Best Way to Evaluate Benefits or Claims? Silvena Milenkova SVP of Research & Strategic Direction November, 2013
2 What s In Store For You Today Who we are Case study The business need Implications 2
3 Who We Are BuzzBack With projective and enabling techniques, we focus on understanding ecollagetm Concept Focus I wish I could Hive Thought Bubble 3
4 Overview Deep dive into New Product Development CLAIM EVALUATION Package/ Communications Product Refresh How Multiple quant methodologies Qual forums Qual-quant Mobile 4
5 Claims in Today s Competitive Consumer Market Benchmark of a highly successful new product launch Of new products exceed first-year sales of $50 million Fail to earn even $7.5 million during their first year In part because 85% of HH shopping needs derives from repeat purchases 5
6 Why Claims/Benefits Matter Increase appeal Motivate purchase An Effective Claim will Draw attention to your product Differentiate Impact brand/product perceptions Are central point of a wider communication strategy 6
7 THEN How We Got Here NOW INTERNAL BRAINSTORM SEQUENTIAL MONADIC MAX DIFF QUALITATIVE RESEARCH KANO MODEL R&D CONJOINT TRIAL & ERROR CHOICE QUALITATIVE 7
8 What is the Research Question?
9 Objectives Test different methods of evaluating claims Make more informed decisions about which methodology is best 9
10 Considerations Common beliefs when testing claims: Scales are more accurate than others More claims can be evaluated with Max Diff Forced choice is unrealistic Mid-points of scales do not differentiate Scales are hard to understand and/or biased Respondents don t mean what they state Scales are interpreted differently in different markets But does the methodology make a difference? And how? 10
11 How we Approached it
12 Stimuli Cookie Concept I love my afternoon snack, but wish I could find something healthier. Introducing YeS-wich Yogurt Sandwich Cookies with a delicious yogurt cream filling. YeS-wich cookies are made with the finest ingredients: whole grains, creamery butter and yogurt, organic eggs and just the right amount of sun-sweet fruit juice. Then they are baked to crunchy perfection. Best of all, they get sandwiched around a generous spoonful of all natural yogurt cream filling. YeS-wich: The cookie with the extra goodness of yogurt in every bite. 12
13 Claims Tested Low calorie Made with natural ingredients Has a creamy filling Has more fiber than other cookies Made with real yogurt Has more crème than other cookies No trans fat Has a unique flavor Crunchy Chewy Now with larger cookies Sugar free Made with whole grains Has added protein Made with organic eggs 13
14 Methodology Test a series of 15 claims using 3 different research methodologies: SEQUENTIAL MONADIC (Standalone Claims) SEQUENTIAL MONADIC (Claims On Pack) MAX DIFF (4 Items Per Card) MAX DIFF (6 Items Per Card) KANO US residents Target: Ages 18+ Purchase cookies at least once every three months N=752 respondents (~n=150 per cell) 14
15 Methodologies Explained Sequential Monadic Evaluation Rate a series of claims Express preference at the end MaxDiff Used to eliminate scale bias when measuring preferences or prioritization Respondents indicate best and worst from a subset The Kano Model Used to better understand what has the greatest influence on customer satisfaction Split into four different categories: attractive, one-dimensional, indifferent, and must-be 15
16 Sequential Monadic Top Performing Claims Sequential Monadic - On Pack and Off Pack Claim Performance Top Claims Made with natural ingredients Purchase Intent Appeal Relevance Believability Uniqueness Made with real yogurt Low calorie No trans fat Made with whole grains Has a creamy filling Has more fiber than other cookies Has added protein = Higher for On Pack = Similar across both = Higher for Off Pack 16
17 Methodology Comparison Top Performing Claims Sequential Monadic and Max Diff Comparison Sequential Monadic Max Diff Top Claims Off Pack (Appeal) On Pack (Appeal) 4 Items Per Card 6 Items Per Card Made with natural ingredients Made with real yogurt Low calorie No trans fat Made with whole grains Has a creamy filling Has more fiber than other cookies Has added protein = Top tier = Middle tier = Rated/ranked similarly across methodologies 17
18 The Kano Model The purpose of Kano is to better understand the characteristics of customer s requirements 18
19 The Kano Diagram Satisfaction Attractive: not expected or required, but are a pleasant surprise and increase satisfaction One-dimensional: the more these are fulfilled, the higher the satisfaction Dysfunctional Product Low calorie Made with natural ingredients Has a creamy filling Has more fiber than other cookies Made with real yogurt Has more crème than other cookies Indifferent Has a unique flavor Crunchy Chewy Now with larger cookies Sugar free Made with whole grains Has added protein Made with organic eggs No trans fat Must-be: if not fulfilled, customer will be dissatisfied Functional Product Dissatisfaction 19
20 What we Learned
21 Methodology Comparison Sequential Monadic (On-Pack and Off Pack) Max Diff (4 and 6 Statements ) Segments claims into groupings Kano Could be useful if trying to determine: o o Importance of claims Which are expected vs. which will drive satisfaction 21
22 Great But So What? Mobile Research Component
23 Motivating In Real Life What people say they will do and what they actually do is often very different Claim Evaluation Reality Check Conclusions 23
24 Mobile Research Advantages Fast results Ability to determine location/ where respondents are Visuals (audio/ video) Tasks What cookie would buy: o Take a picture in store o Describe cookie Find a better for you cookie : o Take pictures in store o Explain why better for you 24
25 Cookies Purchased & Benefits Oreos (Banana Split, Halloween, Cool Mint, or Double Stuffed) Oreos are two chocolate cookies with a Cream in the middle. I like double stuffed the best. Chips Ahoy (Original and Brownie-filled) It is very delicious, crunchy, and amazing. Snickerdoodles Soft baked snicker doodles chewy sugar cookies. Nutter Butter Bites Crunchy cookie with peanut butter filling. = Top mention = Secondary mention = Additional mentions Keebler Coconut Dreams Caramel cookie with chocolate and coconut. Pepperidge Farm Soft Baked Montauk Delicious, soft not too soft, with milk chocolate. 25
26 Cookie Shopping Respondent Images 26
27 Better for You Cookies and Why Newton Thins Nabisco belvita Oatmeal Cookies Roasted Coconut Chips Dark Chocolate and Oats Granola Cookies Nabisco 100 Calorie cookies Reduced Fat Nilla Kashi Oatmeal Dark Chocolate Fat free, no trans fat. Smaller portions. Less sugar, fruit content, whole grain Oatmeal -- more fiber. Gluten free -- better for me. 60% less fat. No artificial flavors or preservatives. Less calories and dark chocolate is heart healthy. Coconut is super healthy and gluten free is better plus not all the preservatives. More natural ingredients with less sugar. 27
28 Better For You Cookie Respondent Images 28
29 Summary & Considerations
30 Some Final Food for Thought Need to be very clear about the objectives What measures claims need to deliver on Practical concerns Diagnostics (open-ended feedback) are essential in understanding: What each of the claims means Why it works/ doesn t work 30
31 THANK YOU Colleague interested? Tell a friend
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