Abstract:

The paper comprises four sections. In the first section, a description is provided of a technique used over many years. It is holistic in its approach with proven validity and reliability in product areas where aesthetic rather than functional elements are the major criteria for consumer choice, and therefore for relative success or failure in the marketplace. Examples of test results vs actual sales are given together with the correlations. The second section moves on to describe many of the benefits that can be gained from having a pe-testing technique which has predictive validity and high reliability. Benefits to clients are related to cost savings which accrue because respondent quotas do not have to be highly focussed on small minority segments of purchasers, minimum respondent sample sizes can be calculated and product stimulus form and presentation handled in the most efficient and cost effective ways. The last two sections deal with the tactical use of the Scantestr data and in the final section, it's strategic applications. Scantest® data is used most frequently by clients in tactical ways. It is applied to help maximise market share through incremental sales and to prevent cannibalisation of existing sales. Range and choice optimisation are described along with cross-elasticities of design/colour appeal. Segmentation of markets using visuals to convey design styles, both current and future, is discussed in the context of kitchens in particular. Lastly, using Scantest® data in a more strategic sense, design style trends are discussed together with the use of design audits, which give up-to-date pictures and benchmarks of design strengths/weaknesses in various product fields. Finally, pan-european and global Scantest® results are provided as a background to a commentary on core design and colour ranges and similarities, differences in design/colour appeal.