Shugoll Research has helped some of the world’s biggest names in consumer products address challenges ranging from eroding brand loyalty to identifying new product opportunities.
A large part of our business is answering critical questions and providing actionable direction. Here are some of the questions Shugoll Research has helped Consumer and Packaged Goods clients answer over the years:
Shugoll Research has conducted numerous brainstorming and ideation sessions to explore consumer needs and identify areas for new product development or product line extensions. Idea writing, sensory sorts, wishful thinking exercises and the Delphi technique are some of the tools used in brainstorming sessions.
New product ideas that are raised in the ideation sessions and through trends analysis are then evaluated using quantitative research tools where interest in different product ideas is tested and demand for the new product concepts is estimated.
Prototypes of high potential new products are developed for testing in qualitative settings such as focus groups. Consumer benefits for each potential new product can be identified through the use of needs laddering, target market profiles can be suggested using fixed personality associations, and product usage behavior can be gauged using situational associations. New product quantitative studies include name testing, panel taste tests, in-home placements and pricing and packaging tests. Finally, Shugoll Research has developed a proprietary process, Product Opportunity Forecaster, to identify which new product and/or service concepts are most viable in the marketplace by modeling expected market share and revenue streams. These are used to confirm that the product will meet consumer expectations and achieve market acceptance.
Consumer purchasing behavior is complex and impacted by a number of demographic, psychographic and situational variables. Shugoll Research has developed a proprietary product called Decision Tree Insights to understand what affects an individual’s product purchasing behavior. This technique initially uses extensive probing in one-on-one interviews and ethnographies that incorporate a variety of projective techniques to get at underlying attitudes and behaviors. Situational recreations and storytelling are some of the projective techniques used. A further analysis identifies different paths or “trees” that consumers follow when deciding to purchase specific consumer products, and groups respondents with similar decision trees together. Results of this analysis enables Shugoll Research to identify the “points of influence” for each of our client’s primary consumer segments. We identify at what point in the shopping process the decision to purchase a specific product or brand is made and what motivates the purchase at that time. Shugoll Research’s Decision Tree Insights has helped clients develop specific marketing strategies by consumer segments and determine the best time in the purchase process to direct marketing/advertising resources.
Shugoll Research’s senior staff includes several members with extensive advertising research backgrounds. In fact, our staff has over 30 years of advertising agency experience. This experience means that we understand the art and the science of testing advertising campaigns to ensure that the most compelling and effective messages are identified. Over the years we have developed AdBeat, a proprietary product that tests broadcast and print advertising concepts in a variety of forms i.e., storyboards, animatics, print, etc. to understand how well the advertising touches on key emotional drivers and tangible benefits. In addition, the technique determines main message recall and the extent to which the advertising is appealing, believable, unique and motivating. With AdBeat, Shugoll Research successfully identifies advertising campaigns and strategies that best meet clients’ communications objectives.
Shugoll Research helps consumer goods companies understand the current image of their brands and, if necessary, provides direction to help clients reposition their brands. Quantitative studies are conducted to measure brand awareness, brand usage, brand image and brand loyalty. If a brand needs to be repositioned, qualitative research is first used to explore the existing image of the brand and to identify what customers are looking for in the ideal brand. Qualitative techniques such as metaphor/personification and story telling are just some of the tools used to explore brand image in a qualitative setting.
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