eTrack® is a quant-qual methodology for pre-testing and concept screening that Happy Thinking People has been running in live sessions for over 20 years. It provides quick and actionable results, robust numbers and clear recommendations for strategy and optimizations.The new 100% digital version has been developed to enable eTrack® to be run totally over digital platforms and has been a huge success over the past months when face-to-face research wasn't possible.Clients who have tried it are convinced that digital takes this quant-qual pre-testing tool to the next level!In this webinar you will learn:- eTrack® overview: what it is, how it works- key deliverables and benefits- real-life case studies clearly showing the impact on clientsThe session will be lead by Sven Arn, co-owner, and Managing director of Happy Thinking People.
"I fully trust the predictions of product pre-testing. It is well-invested money!"In a nutshell, that's the change in perception among CEOs which would delight us.Imagine if you could test products before placing them in your sales channels in such a way that you could precisely predict whether the product would be a flop or not. Imagine if you could gather consumer feedback so precisely that you could understand exactly what consumers like and dislike about your product. And finally, imagine that there is a way to evaluate consumer feedback in a scalable and automated way to generate high pre-testing ROI.But how to do that? We found a solution by leveraging the power of semantic analytics and combining it with classic closed-survey questions to a powerful predictive algorithm that enabled us to avoid millions and change our CEOs' perceptions.
Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads. An optimal understanding is key to knowing the performance of your ad as well to knowing how to optimise your ad. Heineken has conducted three different studies to evaluate a commercial from one of Heineken's International brands: traditional quantitative pre-test and two neuro science approaches ( EEG & Eye-tracking and EEG in socialising context). This will deliver an optimal future framework for pretesting commercials concerning performance, optimising ads, and the relevance of measuring in social context.
For Toyota Motor Europe, the biggest challenge is capturing reliable consumers feedback in the beginning of the car development process before prototypes are build. As the first moments of exposure to a new car in the showroom are very impactful on the purchase decision, new car makes have to feel right for consumers. The Gestalt of the new car has to fit and has to be relevant for consumers. Hence, the question is: how can you develop a new car that emotionally engages consumers and excites them to take it for a test drive and eventually buy it? And this before the real prototyping starts.
PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In three sequential stages we moved from generating insights over developing new product concepts to pre-testing activation platforms and campaigns. In order to connect all stakeholders with the target group, we created multiple touch points with the consumer world and the research results included a consumer news website, live chat sessions with members, creative brainstorm sessions and offline consumer safaris in Istanbul. This presentation gives insights into the power of triangulation in qual research and creating impact with research.