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Copyright© 2007 WAC Survey. All rights reserved Core Brand And Product Research Competencies That Differentiate WAC Survey from Other Vendors
Copyright© 2007 WAC Survey. All rights reserved 2 WAC Survey is a full service, custom market research vendor, established in 1986 Specializing in state-of-the-art quantitative surveys and techniques: Tracking Segmentation Concept Testing and Optimization Product Testing Ad Testing New, Extended and Repositioned Products: Opportunities Analyses Market Definition and Structure Positioning Studies: Targeting, Key Drivers, Competitive Analyses Principals Have Over 60 Years Combined Market Research Industry Experience—and are hands-on with respect to project implementation Offering services BEYOND standard and traditional provided by few, if any, other research vendors—reflecting our comfort zone and sophistication level with various strategic branding and multivariate analytic techniques: Strategic branding orientation in our approach to study and survey design, data collection, analysis and reporting Not your typical research vendor, not your ‘Father’s Oldsmobile’
Copyright© 2007 WAC Survey. All rights reserved 3 WAC Survey Adds Enhanced, Bottom-Line, Brand Positioning Insight To Its Study Recommendations and Prescriptions Strategic Road-Mapping and Opportunity Analyses Provided At Conclusion of Each Project Always includes bottom-line oriented recommendations for positioning: –Targeting –Optimal Incentives and Motives –Competitive Vulnerabilities –Identifying brand positions that are BOTH unique and leverageable
Copyright© 2007 WAC Survey. All rights reserved 4 WAC Survey Has Studied Branding, Understands Functionality of Strategic ‘Branding’ and Incorporates These Perspectives Into Our Clients’ Research Programs WAC Survey owns proprietary research techniques for obtaining metrics on each of the following brand functions: Brand Essence: attributes that distinguish brand from its competitors Brand Elasticity: how far the brand can be stretched without diluting its essence Brand Equity: assets of the brand that are transferable to other products, services or corporate entities Brand Integration: translating essence to execution. How the essence of the brand can be integrated into every point of contact with people inside and outside the organization Brand Extension: Products or services that can be marketed under the brand umbrella that will benefit from association and reinforce or strengthen the brand essence Brand Leverage: the strengths of the brand in order to increase its profitability, market share and equity Brand Equity Management: priority strategies to leverage the brand's equity and profitability without diluting its essence Brand Alignment: whether the intrinsic brand strengths are aligned with image Brand Equity Metrics: evaluating the impact of brand building on brand’s equity (e.g., tracking)
Copyright© 2007 WAC Survey. All rights reserved 5 Going Beyond Field and Tabulation Only: 25 Qualities That Differentiate WAC Survey from Most Other Research Vendors 1.Unique proprietary enhancements to new product concept testing, concept screening and optimization—including our proprietary Market Estimation Model from Enhanced Product Testing (uses markov chaining) 2.Neo-approaches to market segmentation 3.Neo-approaches to branding studies 4.A gateway to ASIAN consumers: our own proprietary Asian consumer panel which can be used to conduct basic surveys, test advertising, concepts, and conduct tracking and segmentation/conjoint studies 5.A custom hedonic/behavioral/attitudinal/emotional response segmentation model that we can develop for you to apply to each and every one of your tracking, ad test, concept test, and product test studies (at no cost) to help provide optimal direction for product development, advertising and marketing 6.A unique approach to measuring brand image and equity 7.Digital response metrics: Blog Analysis and Tracking to help you monitor what they're saying about your latest advertising and newest products 8.Strong case histories in Ethnographics
Copyright© 2007 WAC Survey. All rights reserved 6 9.Our Proprietary Early Adopters/Innovators Model to apply to all your studies 10.Our Proprietary Brand Loyalty Model to apply to all your studies 11.Algorithmic D-base tagging to help maximize the utility of previous and future research 12.In-program/In-video game/In-movie product placement testing 13.Unique proprietary systems for identifying new product opportunities and competitive brand vulnerabilities and strengths (fischbein scoring) 14.Our proprietary approach to price testing (Van Westendorp Plus) 15.A sure-fire system for measuring the elasticity of a brand's equity for new brand extensions 16.A research system which literally 'spits out' emotional based positioning strategies 17. Our own proprietary radio advertising testing system years of expertise in emotional and image equity metrics, leading to development of emotional-based segmentation modeling and positioning testing (plutchik theory) 19.Seven years of experience in developing, managing and utilizing proprietary panels 25 Qualities That Differentiate WAC Survey from Most Research Vendors (Cont.)
Copyright© 2007 WAC Survey. All rights reserved 7 20.Multiple approaches to web usability testing 21.Our analyses and reporting. We go beyond mere reporting to provide ‘strategic road- mapping’ and ‘opportunity analyses’ 22.Our excellent servicing and speed of implementation: WE ARE FAST AND ON TIME! 23.For multi-phased projects, we include two initial phases as a standard deliverable that the majority of research vendors would NEVER think of including unless you told them to first. (NO, it is not qualitative research, it is something else. Ask us and we’ll gladly reveal them) 24.Our obsession with cost and quality control 25.Our competitive costing. We usually beat all other competing vendors’ costs and, on top of that, we offer a generous discount option program for various scenarios 25 Qualities That Differentiate WAC Survey from Most Research Vendors (Cont.)
Copyright© 2007 WAC Survey. All rights reserved 8 Concept Testing and Optimization: Neo Approaches 1.Market Estimation via Full Concept/Product Testing Answers questions: does the new product meet consumer’s needs? How can it be improved? What are likely sales volume/market shares? Identifies key purchase drivers Doesn’t require norms 2.Concept Screening or Basic Concept Testing Appends segmentation modeling for analyses: concept response based segments, early adopters, brand loyalty Cost efficient method of truncating and deconstructing concepts allows for greater number of concepts exposed in 20-minute survey 3.Concept Optimization using Conjoint/Discrete Choice Analysis Allows respondents to design their optimal product Provides simulation phase to determine market share and gauge competitive response
Copyright© 2007 WAC Survey. All rights reserved 9 Concept Testing and Optimization: Neo Approaches 4.Testing Concepts for Brands Extended to Different Product Categories Answers questions such as: How elastic are BRAND and its image when it is re-positioned in entirely NEW category? Tropicana Orange Juice Frozen Juice Pops Kellogg’s Cereal Cereal, Yogurt Health Bars Wolfgang Puck Canned Gourmet Soups Virgin Airlines Virgin Wireless Phones, Video stores Polo Clothing Home furnishings 5.Efficiencies Applied to ALL Concept Tests: Use of algorithms from previous research to screen for desirable target respondents Utilize previous research to ‘shape’ attributes, consumer language Append relevant models (Brand Loyalty; Early Adopters/Innovators; other custom segmentation models
Copyright© 2007 WAC Survey. All rights reserved 10 Segmentation Research: Neo Approaches 1.Concept Screening Response Based Segmentation 2.Concept Response Based Segmentation 3.Utilizing Conjoint Analysis 4.Utilizing Multiple Regression 5.Early Adopters’ Segmentation Modeling 6.Brand Loyalty Segmentation Modeling 7.Tagging Your Customer D-Base or Panel 8.Globally As Well: UK France Germany Italy China Brazil Japan India Spain Mexico Morocco So. Korea
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