buzzback_best way to evaluate benefits or claims nov 2013
DESCRIPTION
You need the consumer to act, but how do you know which claims to move forward with? When it comes to deciding which technique to use there’s actually a bit of science behind the magic. At BuzzBack, we’ve conducted hundreds of claims studies, working with a range of clients to evaluate claims and understand why they resonate. In this 20 minute webinar, you’ll be exposed to a variety of different techniques –monadic, max diff, Kano – to gain understanding on how and when each approach can be effective. You’ll learn through real life examples and actual case studies: How quantitative methodologies compare, including max diff and Kano, to help evaluate a range of claims The benefits and drawbacks of these techniques How mobile learning can provide perspective on actual behavior Sign up now. Choose Wednesday or Thursday and check your local time. And if you can’t make the webinar, no worries – we’re more than happy to arrange an in-person or online presentation. Please email [email protected] or call us at 1-800-481-0878. Or you can also reach us in our Europe office at +44 (0)20 8891 9930.TRANSCRIPT
What’s the Best Way toEvaluate Benefits or Claims?
November, 2013
Silvena MilenkovaSVP of Research & Strategic Direction
2
What’s In Store For You Today
Who we are
The business need
Case study
Implications
3
With projective and enabling techniques, we focus on understanding
eCollageTM
I wish I could …
Thought Bubble
Concept Focus
Hive
Who We Are – BuzzBack
4
Overview
Deep dive into…
CLAIM EVALUATION New Product Development
Product Refresh
Package/ Communications
• Multiple quant methodologies
• Qual forums
• Qual-quant
• MobileHow…
Claims in Today’s Competitive Consumer Market
5
In part because 85% of HH shopping needs derives from repeat purchases
$50 million
Benchmark of a highly successful new product launch
75%Fail to earn even $7.5 million during their first year
<3% Of new products exceed first-year sales of $50 million
6
Why Claims/Benefits Matter
Increase appeal
Motivate purchase
Draw attention to your product
Differentiate
Impact brand/product perceptions
Are central point of a wider communication strategy
An EffectiveClaim will
7
How We Got Here
NO
W
INTERNAL BRAINSTORM
R&D
QUALITATIVE RESEARCH
SEQUENTIAL MONADIC
MAX DIFF
KANO MODEL
QUALITATIVE
TRIAL & ERROR
CONJOINT
CHOICE
TH
EN
What is the Research Question?
What is theResearch Question?
9
Objectives
Test different methods of evaluating claims
Make more informed decisions about which methodology is best
10
Considerations
• Scales are more accurate than others
• More claims can be evaluated with Max Diff
• Forced choice is unrealistic
• Mid-points of scales do not differentiate
Common beliefs when testing claims:
• Scales are hard to understand and/or biased
• Respondents don’t mean what they state
• Scales are interpreted differently in different markets
But does the methodology make a difference? And how?
How we Approached it
How weApproached it
12
Stimuli – Cookie Concept
Introducing YeS-wich Yogurt Sandwich Cookies with a delicious yogurt cream filling.
YeS-wich cookies are made with the finest ingredients: whole grains, creamery butter and yogurt, organic eggs and just the right amount of sun-sweet fruit juice. Then they are baked to crunchy perfection. Best of all, they get sandwiched around a generous spoonful of all natural yogurt cream filling.
YeS-wich: The cookie with the extra goodness of yogurt in every bite.
I love my afternoon snack, but wish I could find something healthier.
13
Claims Tested
•Low calorie
•Made with natural ingredients
•Has a creamy filling
•Has more fiber than other cookies
•Made with real yogurt
•Has more crème than other cookies
•No trans fat
•Has a unique flavor
•Crunchy
•Chewy
•Now with larger cookies
•Sugar free
•Made with whole grains
•Has added protein
•Made with organic eggs
14
Methodology
SEQUENTIAL MONADIC
(Claims On Pack)
KANOSEQUENTIAL
MONADIC (Standalone
Claims)
MAX DIFF(6 Items Per Card)
MAX DIFF(4 Items Per Card)
Test a series of 15 claims using 3 different research methodologies:
Target:
• US residents
• Ages 18+
• Purchase cookies at least once every three months
• N=752 respondents (~n=150 per cell)
15
Methodologies Explained
• Used to better understand what has the greatest influence on customer satisfaction
• Split into four different categories: attractive, one-dimensional, indifferent, and must-be
• Used to eliminate scale bias when measuring preferences or prioritization
• Respondents indicate best and worst from a subset
Sequential Monadic Evaluation
MaxDiff
• Rate a series of claims
• Express preference at the end
The Kano Model
16
Sequential Monadic – Top Performing Claims
Top Claims Purchase Intent
Appeal Relevance Believability Uniqueness
Made with natural ingredients
Made with real yogurt
Low calorie
No trans fat
Made with whole grains
Has a creamy filling
Has more fiber than other cookies
Has added protein
= Higher for On Pack = Similar across both = Higher for Off Pack
Sequential Monadic - On Pack and Off Pack Claim Performance
17
Methodology Comparison – Top Performing Claims
Top Claims Off Pack(Appeal)
On Pack(Appeal)
4 Items Per Card
6 Items Per Card
Made with natural ingredients
Made with real yogurt
Low calorie
No trans fat
Made with whole grains
Has a creamy filling
Has more fiber than other cookies
Has added protein
Sequential Monadic Max Diff
= Top tier = Middle tier = Rated/ranked similarly across methodologies
Sequential Monadic and Max Diff Comparison
18
The Kano Model
The purpose of Kano is to better understand the characteristics of customer’s requirements
19
The Kano Diagram
Attractive: not expected or required, but are a pleasant surprise and increase satisfaction
Must-be: if not fulfilled, customer will be dissatisfied
Dysfu
nctio
nal P
rod
uct
Dissatisfaction
Fu
nctio
nal P
rod
uct
Satisfaction
One-dimensional: the more these are fulfilled, the higher the satisfaction
Low calorieMade with natural ingredientsHas a creamy fillingHas more fiber than other cookiesMade with real yogurtHas more crème than other cookies
No trans fat
Indifferent
Has a unique flavorCrunchyChewyNow with larger cookiesSugar freeMade with whole grainsHas added proteinMade with organic eggs
What we LearnedWhat we Learned
21
Methodology Comparison
Sequential Monadic
Max Diff
Kano
(On-Pack and Off Pack)
(4 and 6 Statements )
• Segments claims into groupings
• Could be useful if trying to determine:
o Importance of claims
o Which are expected vs. which will drive satisfaction
Great But So What?…Mobile Research Component
Great But So What?…Mobile Research Component
23
Motivating In Real Life
ConclusionsReality CheckClaim Evaluation
What people say they will do and what they actually dois often very different
24
Mobile Research
Advantages• Fast results
• Ability to determine location/
where respondents are
• Visuals (audio/ video)
Tasks
• What cookie would buy:
o Take a picture in store
o Describe cookie
• Find a ‘better for you cookie’:
o Take pictures in store
o Explain why ‘better for you’
25
Cookies Purchased & Benefits
Oreos (Banana Split, Halloween, Cool Mint, or Double Stuffed)
“Oreos are two chocolate cookies with a Cream in the middle. I like double stuffed the best.”
“It is very delicious, crunchy, and amazing.”
Chips Ahoy (Original and Brownie-filled)
Snickerdoodles“Soft baked snicker doodles chewy sugar cookies.”
Nutter Butter Bites“Crunchy cookie with peanut butter filling.”
Pepperidge Farm Soft Baked Montauk“Delicious, soft not too soft, with milk chocolate.”
= Top mention
= Secondary mention
= Additional mentions
Keebler Coconut Dreams“Caramel cookie with chocolate and coconut.”
26
Cookie Shopping – Respondent Images
27
Better for You Cookies and Why
Newton Thins
Roasted Coconut Chips
Nabisco belVita
Nabisco 100 Calorie cookies
Reduced Fat Nilla
“Fat free, no trans fat.”
“Smaller portions.”
“Less sugar, fruit content, whole grain”
“Oatmeal -- more fiber. Gluten free -- better for me.”
“60% less fat. No artificial flavors or preservatives.”
Dark Chocolate and Oats Granola Cookies
Kashi Oatmeal Dark Chocolate
Oatmeal Cookies
“Less calories and dark chocolate is heart healthy.”
“Coconut is super healthy and gluten free is better plus not all the preservatives.”
“More natural ingredients with less sugar.”
28
Better For You Cookie – Respondent Images
Summary & ConsiderationsSummary & Considerations
30
Some Final Food for Thought
Need to be very clear about the objectives
What measures claims need to deliver on
Practical concerns
Diagnostics (open-ended feedback) are essential in understanding:
What each of the claims means
Why it works/doesn’t work
