Learn how do we make it possible for a start-up to achieve research excellence in a limited cost & time with zero lag in consumer recall
Get in TouchA start-up premium beauty-care organization had 4 ranges x 5 SKUs to test. They wanted the rigour of the old-world qual and subsequent product testing for each.
In-use product test innovation to capture the responses about product usage happen at real time. No lag time.
These pointers indicate why this is not just a data collection innovation but it's a research method innovation.
OUTCOME
- Time: time taken for scripting of questionnaire / survey programming; No time taken for data entry, data processing & analysis (you can almost build your findings & recommendations as the usage period progresses); a 7 days usage product test takes a total of 10 / 12 days to complete; this might mean a 60%+ reduction in time from the usual 30 days time taken for the current in-use product test method
- Costs: a ) if a range has 5 SKUs (to be used as a regime), then instead of 5 monadic tests - we are talking about 1 monadic test; costs reduce dramatically; b) for a monadic test also, survey programming & field interview, 1:1 data collection costs reduce; c) the need for separate qual & quants are eliminated to a certain extent, so a dramatic reduction
- Quality: 1) identification of scores of discerning respondents (variance analysis of the scores from the first few days); 2) aggregate scores are far less top-boxed, more differentiated; 3) drivers are much better to identify esp among discerning respondents; 4) WHYs & WHATs from same source
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