Client Services > Consumer Goods
Consumer Goods Research
 Harris Interactive’s Consumer Goods Research Practice
provides knowledge-driven consulting services throughout the lifecycles of our
clients’ brands, products and services through our industry expertise and
innovative capabilities. We are able to help our clients understand the drivers of human decision making to better meet consumer needs, resulting in profitable growth.
We offer:
- An integrated approach and tools that cut across the entire product development lifecycle
- Knowledge about important relevant trends in the consumer goods industry such as the:
- focus on healthy living
- implications of an aging population
- changes occurring in shopping channels and the shopper experience
- A large, high quality online panel with extensive research on research about data collection techniques, scales and modes
- Specialty panels (pet owners, new moms, chronic illness, etc.)
- A full range of qualitative techniques – both in person and online
- Strong analytical capabilities for any statistical or modeling need
Product Life Cycle
Maximum Difference Preference Scaling (Max Diff): The
Maximum Difference approach is a means of estimating consumer preferences for
each of several features or attributes. A set of features or benefits is
presented to respondents in subsets of (typically) three or four at a time. For
each subset, the consumer indicates which feature or benefit is most important/
preferred in their purchase decision and which is least important/preferred. The
experimental design used assures that each feature is compared at least once to
every other feature.
Segmentation: The most effective segmentation solutions
not only divide the marketplace into distinct groups that are easily understood
by marketers, but also suggest marketplace strategies that are relevant to the
to a company’s business needs, strategic initiatives and strengths.
Segmentation helps organizations understand and more effectively communicate
with and appeal to the consumers whom they are targeting. Segmentation helps
clients to identify which people represent the "ideal" targets and
why, as well as whom the key competitors are among those targets.
Home Use Tests (HUT): Home Use Tests utilize a
methodology in which products are placed in the homes of consumers. After a
trial period of use, participants provide evaluations through follow-up surveys.
Prior to placing products in consumers’ homes, screening surveys are conducted
to identify qualified participants and to gather behavioral data prior to
exposure to the test product(s).
Central Location Tests (CLT): Central Location
Tests are product tests which occur in selected out-of-home locations.
Participants are invited to visit a location through online or telephone
invitations, or through personal contact at a mall or shopping area.
Participants are exposed to test products by a facilitator and invited to
familiarize themselves with the product characteristics (taste, feel, etc.).
Once consumers are familiar with the products, surveys are administered to
gather their reactions.
Copy Testing: Copy Testing is designed to
diagnostically test the effectiveness of communicating a specific message and
creating cognitive, emotional and behavioral responses across single and
combined media.
Complexity Science: Complexity Science, in a
nutshell, helps explore and quantify the relationships between all variables
within a data set, constructing a model of salient variables that play an active
role in every dependent variable, like choice, or consideration or favorability.
Contact Us
For more details on consumer goods research contact us at info@harrisinteractive.com or call 877.919.4765.
|
