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Nebu's Market Research Solutions and Services Blog

Posted on 19 December 2014 in Email Management
by Ian Roberts
5 min

Optimizing Your Client’s Messaging Strategy (pt 2)

In our last blog post, we discussed two of the four components that comprise promotional messaging:  the medium through which the messages are conveyed, and the overarching message theme.  In this post, we’ll focus on the remaining two components of messaging:  message content and target audience.  

Message Content:  Should positively affect behavior

Message_in_a_bottle

Using market research to help build message content is, at once, a simple and a complex process. The task itself is, typically, a simple one: Respondents are asked to react to various statements that, together, comprise the total marketing message that will be disseminated. However, a degree of complexity is introduced when we try to determine not only the individual statements that are most effective, but to determine the specific combination of those statements – and, frequently, also the exact order in which those statements should be placed – that will yield what those within the target audience consider to be the most effective message.

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Posted on 26 November 2014 in Email Management
by Ian Roberts
4 min

Optimizing Your Client’s Messaging Strategy (pt 1)

Promotional messaging is a complex science that, ideally, synthesizes elements from divergent disciplines, including sociology, psychology, and complex statistical analysis. Essentially, however, “messaging” may be considered to have four basic components:
  • The medium (or multiple media) through which the promotional message is conveyed;
  • The theme of the message, or its main idea;
  • The content of the message, or how the content is expressed; and
  • The behavior and demographics of the target audience receiving the message.
  • All four of these components should be considered when conducting “messaging research” for your clients; the omission of any of the four from your research can result in misleading or erroneous research findings that needlessly deplete your client’s marketing ROI and negatively impact bottom-line revenue.

Medium: “The Medium is the Message”

Message_in_a_bottle

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Posted on 6 November 2014 in Customer Feedback
by Ian Roberts
5 min

How to Maximize the Value of Concept Testing: Pt2

In Part 1 of this topic (Testing the Overall Product/Service Concept), we looked at the very first stage of testing a product or service concept quantitatively: Testing its most rudimentary parameters, and gauging interest in that basic product or service among its target audience.

shopping

So let’s assume that you’ve tested the various new cornflakes flavors your client has been considering, via an online survey administered to 1,000 male and female adult consumers across the United States who currently eat cereal at least twice a week. According to your research findings, there is a definite interest in peanut butter-flavored and – surprise! – bacon-flavored cornflakes among these consumers; however, they express very little interest in the chocolate cornflake cereal that was being considered by your client. You’ve presented these findings to the client, and they’ve subsequently stated their willingness to consider manufacturing and marketing both the peanut butter and bacon flavors, given the high interest in both.

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Posted on 17 October 2014 in Customer Feedback
by Ian Roberts
4 min

How to Maximize the Value of Concept Testing: Pt1

Before a new drug is launched, a new variety of cereal is manufactured and stocked on grocery shelves, or a new television sitcom is produced, each of these new market entries will, ideally, go through multiple phases of concept or product testing with the target market, or markets, for the product. And just as some approaches to the conduct of Awareness, Trial, and Usage (ATU) research or Pricing Sensitivity research are more effective than others, there are also ways of constructing concept or product testing that will yield richer, more reliable findings.

shopping

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Posted on 6 October 2014 in Email Management
by Ian Roberts
30 sec

Email Whitepaper

The way email communication is handled, with regard to respondents, is a key factor in the success of market research projects: It is as important to ensure that emails are received by respondents, are read and acted upon, as it is to select the correct respondents. But, how do you ensure your invite is delivered and read?

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Posted on 15 September 2014 in Questionnaire Design
by Eric van Velzen
4 min

Designing a Quantitative Questionnaire: 5 Things You Should Never Do!

In our previous blog post, we talked about a few of the things you should always strive to do when designing a quantitative questionnaire for your market research. We thought we’d follow that post up with some guidelines to help you recognize some of the things that you should virtually NEVER do when designing a quantitative questionnaire.

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