This multi-phase research approach explores what your product or service is solving, how it’s different from other products or services, and the personal meaning it holds with hundreds of people from target audience. This information is then used to develop a concept with your team. Once a final concept or set of concepts are created, they are tested for validation.
ConQuest: Phase 1
Qualitatively, we bring the respondent through the products facts and “6 Ps” (problem / need, product features, product benefits, personal advantage, positioning, price / value) probing for more information where appropriate. Includes a benefit laddering exercise to understand the emotional connections to the brand or product. Information is taken to Phase 2.
ConVerge: Phase 2
We collaborate with the client to write the concept(s) that will go to Phase 3.
ConCensus: Phase 3
We test the concept(s) in quali-quant fashion against a control to validate the concept.