Concept Test/Improve

Objective: Enhance product packaging concept to increase customer acceptance. Test & improve to develop  a better performing packaging concept.

Result: Packaging concepts of a performance based snack bar underwent a concept test which reported trial interest below average among the general population, parents and their children ages 6-14. All other research reported positive signals towards product acceptance. The key question that needed to be answered was – Is it the product or packaging that suddenly decreased trial interest?

QualQuant Signals implemented the QQS ‘Concept Excellence’ an integrated QualQuant customer collaboration solution to evaluate & improve the packaging concept to improve trial interest. The concept test approach had two sections – 1. Post concept exposure quantitative evaluation and, 2. QualQuant sessions (concept improvement phase). The main objective of the QualQuant improvement sessions was to identify the strengths, opportunities, barriers and unmet needs. The concepts went through the following evaluations.
1. Elements about the concept that promotes trial/intent
2. Elements about the concept that are potential barriers to trial/intent
3. Any type of information on the packaging that is missing
4. Visual improvements within the packaging

QualQuant ‘Concept Excellence’ based on amplified customer expectations provided directions to improve the packaging based on leveraging strengths, filling the gaps (missing features), removing purchase barriers and adding visual elements that would be more influential. The improved packaging was re-tested where there were significant lifts in trial interest and frequency of purchase.

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (packaging improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.

Objective: Do customers understand the cruise terms based on our internal perceptions? To test and improve key revenue generating cruise terms.

Result: One of the main marketing elements of the cruise vacation industry are the cruise terms. It is important for customers to perceive the cruise terms correctly as it relates to revenue generation. Previous research findings indicated that there was a disconnect between how customers understood the terms and the actual meaning. There were 50 cruise terms that needed to be evaluated and scored based on the level of perceiving the terms correctly.

QualQuant Signals implemented the QQS ‘Concept Excellence’ integrated QualQuant customer collaboration solution to evaluate the 50 terms. Each customer was presented 7 terms and for each term were asked to express their perceptions (integrated QualQuant session) followed by agreeing or disagreeing to perceptions submitted by other customers. Example question…
1. When you think of pre-boarding arrangements, what comes to your mind?

QualQuant ‘Concept Excellence’ analyzed each term and identified the terms that were misperceived  filtered by segment groups. Recommendations were provided with regards to directions on how to make the terms simple to understand within the marketing messages across various touch points.

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals helped identify the critical terms by having customers submit their perceptions for each term presented followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to improvements of cruise terms.

Objective: Innovate to develop the next generation online ‘Car Configurator’ by screening & enhancing prototypes to develop an effective concept.

Result: An auto company was in the process of redesigning the ‘Car Configurator’ feature of the website. The car configurator is an important sales tool that provides the ability to personalize the car delivering a virtual shopping experience. Previous research findings highlighted usability frustrations and not deliver in the information required. There were five prototype pages developed that needed to be screened for enhancements.

QualQuant Signals implemented the QQS ‘Concept Excellence’ integrated QualQuant customer collaboration solution to develop final concepts. Each concept was evaluated for layout of navigation, layout of page, value of content, etc. The quantitative evaluation was followed by QualQuant sessions where customers submitted and rated other customer’s ideas/insights to improve the car configurator. Ideas/Insights were collected for the following…
1. Most influential elements of the page that encourages to configure car
2. Elements that turn you away from configuring the car
3. Most valuable elements within the car configurator that helps you make a final decision

QualQuant ‘Concept Excellence’ based on customer expectations provided a blueprint for the development of the final concept based on taking the strengths, barriers and opportunities from all concepts aggregated.  

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (product improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.