Question |
Tool |
Characteristics |
Results |
Aplication |
What sense effects does communication with my clients and competitor’s clients have?
How much adhesion do my arguments generate?
Which elements are more proper to develop positioning axis and brand communication? |
MERIS Groups
AND
MERIS Scopie Duplex |
MERIS: Discussion is based on individual reactions
In the Scopie Duplex Group a discussion among groups which represent different segments |
Identify approval and disapproval of different consumer’s segments to concepts and proposals. |
Brand Marketing
Product
Communication |
What packaging, merchandising, and lay out do consumers idealize? |
PuzzleGroups
|
Creative groups
The recruiting, based on shoppers’s and buyer’s topology, allows the obtention of adequate results. |
Allows the development of elements such as packaging, atmosphere,etc. according to market logic. |
Product
Distribution |
| What will be the effectiveness of packaging on shelves? |
Pack perception |
Controlled exhibition of stimuli to a group of consumers. |
Allows to go beyond aesthetic package value and to understand its performance in the buying situation. |
Product |
What will be the effectiveness of packaging on shelves?
How strong are brands at the moment of buying?
What criteria determines a brand decision?
Whith which criteria are products chosen?
Among which brands is the switch done?
How many are impulse buying?
What’s the sensibility to price and promotions?
What’s the consumer’s profile? |
ADEL
In vivo + K 200 |
Abordagem quali e quantitativa comportamental.
São realizadas observações e registros - em vídeo ou gráficos - da compra, seguido de uma entrevista na gôndola.
|
Oferece uma análise profunda de uma família ou categoria de produtos e do peso das marcas
Permite compreender e medir os fatores determinantes do ato de compra |
Brand Marketing
Trade Marketing |
What’s the potential of different promotional alternatives?
Which client oriented?
Which brands can be cannibalized? |
Promo Data |
Questionnaires applied at the sales spot. |
Allows to optimize promotion actions starting with client profile and their expectations. |
Product |
Which are the different distribution channels in the presented strategies?
How can a manufacturer answer expectations and strategic needs of distribution, bettering the relationship and obtaining a competitive difference? |
DiscoveryModel
|
In depth interviews obtaining information with distributors, done by distribution specialists. |
Allows elaborating strategic alternatives for the making of difference against distribution. |
Trade Marketing |
Which is the sales spot penetration in terms of client household?
Which is the performance of each category sector?
Which is the shopper’s profile, their average visit frequency and where do they come from?
Which other sales points do they visit and why?
What do they buy there?
How much do they spend?
Which is the current satisfaction with this sales spot? |
RamsesModel
|
Questionnaires at check out counter. |
Adequacy to the sales politics.
Adequacy to the sales politics.
Entrance Marketing.
Exit Marketing.
Communication. |
Distribution |
How to create atmosphere marketing?
How does the buyer behave during the sales spot modality and how is he influenced by stimuli at the shop? |
Shoping Live Interview |
Interview done during the buyer’s circuit inside the sales spot. |
Atmosphere’s effect.
Buying impulse
Hot spots.
Interrelated products.. |
Distribution. |
Which habits or ideologies are present in that buying category? |
Immersion |
Ethnological exploration. |
Pattern identification of consume andand latent or expressed needs related to a product family |
Brand Marketing
Communication |
How should the launching of a new product concept or service formula be?
Which axis can be capitalized, and which stoppages can be inverted to obtain maximum penetration in less time? |
Concept test |
Traditional Motivational Tool. |
Detects and analizes the attitudes in relation to a new product concept in a service formula. |
Brand Marketing
Communication |
Did communication get to change consumer’s attitude in relation to buying my brand or competitor’s brand? |
Acti test |
Qualitative and quantitative analysis in a real or experimental exposure situation to communication.. |
Meausures communication effectiveness. |
Brand Marketing
Communication |
How does the psychological dimension of buyers in relation to a family of products or services and communication? |
ProjectiveTechniques
|
Group discussion.
In depth interviews. |
Positioning.
Segmentation
Psycho-graphic profile. |
Brand Marketing
Communication |