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CLICK DRIVER

Get more clicks  
Find out the driving REASONS WHY people CLICK OR NOT on your message

SOCIAL MEDIA CLICK DRIVER is tuned to your prospects who meet your specs on Social Media
WEB CLICK DRIVER is tuned to your advertising, your specs on Web Media in general

STRATEGIC AD BUILDER

UNCOVER WHAT TURNS ON YOUR PROSPECTS

Discover the most powerful messages to attract the attention, convince, substantiate and close the deal with people most interested in what you sell

And, for your business...

CUSTOMER SATISFACTION / DISSATISFACTION

The "WHY" behind your Net Promoter Score.  Understand your own and your key competitors' strengths and vulnerabilities in depth. Or do a Market Assessment to understand and benchmark Satisfaction/Dissatisfaction with all competitive brands in the market, spur new product ideation. Clear and detailed analysis points to specific action steps to improve performance, increase frequency and satisfaction and recover lapsed customers.

Benchmark Customer Satisfaction Test

This study gives you a CAT Scan of your customer base and helps you learn where to put your resources to get the most bang for the buck. It compares recent experience with expectations and with closest competition. The study points out specific action recommendations to reduce dissatisfaction and customer loss. It describes your specific strengths and identifies your product or service weaknesses. Alternatively, you can assess and profile your Company or Association reputation in the broader market and understand strengths, weaknesses and attitude drivers compared to others in the marketplace.

Satisfaction Segmentation Acceptance score shows how many customers are completely satisfied, how many are Interested, but borderline, how many are Indifferent and how many - and who - are Rejectors. Each test features a full Driver Analysis which helps you understand levers driving satisfaction and specific sources of dissatisfaction. Closely analyze lapsed customers, why they dropped out or slowed down their purchasing. Identify what actions you might take to regain former customers and accelerate purchasing among the laggards. You also hear from your customers and former customers in their own words why they rate you they way they do.

Key Competitor Customer Satisfaction Test

This study gives you a CAT Scan of your KEY COMPETITORS, putting you in the seat of their Chief Marketing Officer. This "deep slice" into your competitor will give you a S.W.O.T analysis as you gain insight into where your competitors are excelling with their customers and where there may be vulnerabilities to exploit as you develop and refine your marketing strategy. This study is done using SSI panels to identify present and former users of your competition. It compares recent experience with expectations and with their closest competition. It describes their specific strengths and identifies their product or service weaknesses.

Satisfaction Segmentation Acceptance score shows how many of your competitor's customers are completely satisfied, how many are Interested, but borderline, how many are Indifferent and how many - and who - are Rejectors. Each test features a full Driver Analysis which helps you understand levers driving satisfaction and specific sources of dissatisfaction. Closely analyze their lapsed customers, why they dropped out or slowed down their purchasing. You also hear from from their customers and former customers in their own words why they rate your competitor as they do.

Market Review - All Competitor Customer Satisfaction and Benchmark Test

This broad market assessment maps the entire market. The All Competitor Customer Satisfaction Benchmarking Test provides an in-depth customer satisfaction evaluation of each respondent's most recently used brand or product in the market category or space. See where you stand among your users compared to where all major competitors stand with their users. Each person's most recently used brand is compared with their next two likely alternatives. Benchmark all competitors. Discover strengths, weakness, consumers' language for the category, identify important variables. Identify opportunities and brand vulnerabilities.

You can also use Linescale Rating Sets to measure each respondent's rating of all brands overall, or for any specific characteristic. You can uncover Marketplace 'Points of Pain' and Needs Not Met by most popular brands or products in the market, or uncover poorly met customer needs, problems unsolved. Identify problem areas and areas of opportunity compared to competition, which can lead to creation of new features, new ideas or new products.  Driver Analysis and full diagnosis for the category as a whole, and if sample size is sufficient, a complete Driver Analysis can be available for each individual major brand.

Use as an Enhanced screener for new insight in your focus groups: The Qual/Quant Market Review Report is a powerful Companion to your Focus Groups. From a narrow-cast screener you can also receive a broader market picture. It doesn't have to be tradeoff anymore. Now you  can explore both in one package. The Qual/Quant Market Review Report is delivered to you along with the results of your Focus Group screener.

It is derived from an enhanced screener, usable by the moderator before the group to understand respondent A&U, and clients can use the info as well to further tweak their concept - both before and after the groups.  Even after the groups, the information can be used in working towards a national quant study. This companion can enhance concept development  direction as well as be a "head start" for moderators. And, a separate nationally representative sample Market Review can be done either before or after the Focus Groups.

Brand Awareness, Attitude and Satisfaction Tracking Study

This study among prospects and users either measures one-time or tracks brand awareness and performance over time. Extremely useful for evaluating and diagnosing marketing and product change impact, competitive effect over time. Why aren't more prospects turning into customers? Compare recent experience or impression with original expectations and with closest competition. Points out specific action recommendations to reduce dissatisfaction and customer loss. Shows your specific strengths and identifies your product or service or image weaknesses.

Satisfaction Segmentation Acceptance score shows how many customers and prospects are completely satisfied, how many are Interested, but borderline, how many are Indifferent and how many - and who - are Rejectors. Each test features a full Driver Analysis which helps you understand levers driving satisfaction and specific sources of dissatisfaction. It looks closely at Interested prospects and lapsed customers to identify what barriers there are to becoming or staying customers. Importantly, it can suggest what actions might overcome resistance to trial, or what actions you might take to regain former customers and accelerate purchasing among the laggards.

You also hear from your prospects, customers and former customers in their own words why they rate you as they do. You can also use this test to measure advertising awareness and source of information to complement the in-depth attitude and behavior findings.

Website Benchmarking, Assessment and Tracking

Directly compare your website visitor expectations with current experience and Benchmark with competitive sites. Visitors rate your and your key competitors' sites. Visitors select and evaluate all activities they intended or actually did. Driver Analysis and full diagnosis of current Website. Overall evaluation on key attributes. Specific evaluations of functions and features. Positives and negatives of experience, Driver Analysis and diagnosis. Satisfaction Segmentation plus optional evaluation of potential additional Web site features or changes.

This is an excellent attitudinal complement to behavioral tracking. Understand why visitors lingered - were they intrigued or baffled? What's missing?

In-Market Product Test

Directly compare expectations for a recently purchased product versus actual experience. Satisfaction Segmentation. Driver Analysis and full diagnosis of product features, strengths, weaknesses. Opportunity to test alternative benefits and features.

TESTING AND DEVELOPMENT

Now that you've listened to your customers, you're ready to evaluate, fine-tune and improve new concepts; evaluate your new ads. These tests provide a critical assessment and expanded measurement of your concept or ad. Get go/no-go guidance, maximize learning and fine-tune performance before going ahead. Evaluate strengths, weaknesses and profile of your corporate or brand image and reputation among the broad market.

Benchmark Concept Test

Preference Segmentation. Test a single concept in depth and versus real-world competition. Full Driver Analysis and diagnosis. All additional question types available for maximum flexibility to optimize the concept. This test is for go/no-go decisions and iterative development and improvement.

  • One concept is monadically tested versus competitve products (or practices) for maximum evaluation precision and full diagnostic feedback.
  • Components, or features of the concept can be individually tested to learn how much each contributes to the acceptance of the concept by adding Rating Sets of specific features.
  • Rating Sets evaluating or testing the importance of alternative selling ideas, features and benefits as well.
  • Benchmark Concept Test can also test appeal of alternative names, logos or package variations
  • Price testing via Van Westendorp (useful for establishing maximum price), and for trial-and-repeat and use-occasion estimates.

 

Benchmark Copy, Ad or Storyboard Test

Assess lift provided by test communication versus your current brand impression and your competition. Video, roughs, animatics, storyboards, print. Measures of communication, attitude shift, persuasion versus competition. Driver Analysis and full diagnosis. Post-launch or pre-launch.

  • Your ad or communication fully evaluated and explored with rich diagnostic feedback to you on current effectiveness and what you need to do to strengthen it.
  • Components, or features of the communication can be individually tested to learn how much each contributes to acceptance by adding Rating Sets of specific features, benefits or specific content.
  • Rating Sets evaluating or testing the importance of alternative content, features and benefits can easily be added as well.

Benchmark Corporate or Brand Imagery and Reputation

Profile, strengths and weaknesses of a company, institution, brand or personality both absolutely and versus benchmark comparables in the marketplace. Probe for consumer language, issues and variables important in positioning by eliciting reasons for ratingt by Acceptors, Borderline, Indifferent and Rejectors. Comparisons to comparables made directly with metric scores and paired comparisons versus all comparables. One-off study or tracking reputation and imagery over time.

  • Assessment in context of comparable entities
  • Verbatim descriptions by respondent explanations of reasons for rating
  • Quantitative Driver Analysis profile
  • Evaluate directly versus all comparables

HIGH RESOLUTION MULTI-CONCEPT TESTS

Sometimes you have many solid ideas; good ideas that need to be screened for likely winners. So, we suggest High Resolution Multi-Tests with Preference Segmention scores PLUS analysis of two to five product concepts or ideas, promotions, packages or ads. This stage is High Resolution since each idea receives, in addition to a full normative Preference Segmentation score, a Driver Analysis identifying what's working, what's not working and relative importance of driving reasons behind acceptance or rejection for each tested item. Each respondent's verbatim comments on why they rated as they did are reported for high granularity insight. This is a screening test which also provides rich development feedback for refining and optimizing. This is a proto-monadic test with some limited degree of interaction between items, but the richness and depth of feedback make it a good tradeoff if there are too many candidates for monadic testing.

High Resolution Multi-Concept Test

Multi-Concept Exploratory of two to five ideas. You get a normative Preference Segmentation Score for each idea plus a Driver Analysis and verbatim diagnosis of strengths and weakness of each concept.

High Resolution Multi-Promotion Test

Multi-promotion Exploratory of two to five promotions. You get a normative Preference Segmentation Score for each promotion plus a Driver Analysis and verbatim diagnosis of strengths and weakness of each promotion.

High Resolution Package Screener

Multi-package Exploratory of two to five packages. You get a normative Preference Segmentation Score for each package plus a Driver Analysis and verbatim diagnosis of strengths and weakness of each packaging alternative.

High Resolution Multi-Ad Screener

Multi-Ad Exploratory of two to five Videos, storyboards or Print Ads. You get a normative Preference Segmentation Score for each Ad plus a Driver Analysis and verbatim diagnosis of strengths and weakness of each Ad.

LINESCALE CONJOINT TESTS

And, if there are loads of ideas, a fast and precise relative acceptance test is called for. Linescale Conjoint Tests sort out the winniers in a large number of candidates. This is a fast and easy way to get a relative Preference Segmentation score and paired comparison results on four key attribute scales for a large number of product ideas, concepts, selling propositions, brand or product names, promotional ideas or packages. This stage puts the focus on a relative score for each of a large number of items. This test has a high degree of item interaction, and is primarily useful for ranking and sorting which of the tested items are better than others. This tells you what's likely worth developing further and what to drop.

Linescale Conjoint Concept Test

Rating and ranking of up to a dozen simple ideas or concepts or eight more complex ideas or concepts to sort out likely winners from losers. You get a relative score for each concept or idea. All ideas are compared head-to-head on each attribute rating linescale.

Linescale Conjoint Selling Proposition or Message Test

Rating and ranking of up to a dozen selling propositions to sort out likely winners from losers. You get a relative score for each Selling Proposition. All propositions are compared head-to-head on each attribute rating linescale.

Linescale Conjoint Brand Name Test

Rating and ranking of up to a dozen name candidates to sort out likely winners from losers. You get a relative score for each name. All name alternatives are compared head-to-head on each attribute rating linescale. You get paired comparison results of each name to all others on each dimension measured. Names are measured on memorability (easy to pronounce, which correlates with memorability is the scale used), matching, or communication of the product idea, distinctiveness and overall appeal are the suggested measures. 

Linescale Conjoint Package Test

Rating and ranking of up to eight alternative packages to sort out likely winners from losers. You get a relative score for each Package. All package alternatives are compared head-to-head on each attribute rating linescale. Can be used for logo screening as well as packages. 

Linescale Conjoint Promotional Idea Test

Rating and ranking of up to a dozen simple promotion ideas or eight more complex promotion ideas, to sort out likely winners from losers. You get a relative score for each Promotional Idea. All promotions are compared head-to-head on each attribute rating linescale.