During COVID-19, all of us have been forced to do more with less. McDonald's has been forced to cut menu items to streamline work in its kitchens. Dig Insights, as a research partner to McDonald's, was challenged to develop a methodology to help them identify which items to cut. The methodology needed to be fast, affordable and rigorous. To meet this challenge, Dig Insights applied new analytical techniques to a methodology that McDonald's had been using to screen innovation. This approach allowed Dig Insights and McDonald's to understand the contribution of each item to guest count and unit volume. The end result was a clear picture on what items could be cut and what items needed to remain to effectively streamline the menu. This case study focuses on a QSR menu, but the same approach can be applied to many industries where there is a need to streamline a portfolio while still delivering strong results. Join us to learn how two leading companies are doing more with less.
One of the oldest techniques to test the level of attention of advertisements, yet nevertheless still often in practice today, is the portfolio test: the test person goes through a folder usually containing 10 advertisements. Afterwards it is ascertained which products and brands are remembered. A series of tests, respectively re-tests, in 1979 with over 2000 interviews has shown that this method can be unreliable: the same advertisements from test to test can obtain different recall and therefore different awareness values - despite using the same test design, same sample size, same sample structure, same test method, same institute. The paper shows factors which may be responsible for this phenomena and gives recommendations how to improve portfolio test reliability.
One of the oldest techniques to test the level of attention of advertisements, yet nevertheless still often in practice today, is the portfolio test: the test person goes through a folder usually containing 10 advertisements. Afterwards it is ascertained which products and brands are remembered. A series of tests, respectively re-tests, in 1979 with over 2000 interviews has shown that this method can be unreliable: the same advertisements from test to test can obtain different recall and therefore different awareness values - despite using the same test design, same sample size, same sample structure, same test method, same institute. The paper shows factors which may be responsible for this phenomena and gives recommendations how to improve portfolio test reliability.