hauser & associates, inc. capabilities presentation 140 route 17 north paramus, new jersey 07652...

Hauser & Associates, Inc. Capabilities Presentation

140 Route 17 North • Paramus, New Jersey 07652 • T: 201.599.9559 • www.hauserandassociates.com

Why Consider Hauser & Associates?

2

Copyright © 2009 Hauser & Associates, Inc.

We provide Research Managers with the confidence that their needs will be met through…

Competitive Pricing

Insightful Analysis

Top Quality & Fast Delivery of Data

Creative & Flexible Design

Knowledge of your Category

Strong Reputation

Why Partner with Hauser & Associates?

3


Strong Reputation

Benefits of Working with Hauser & Associates…

• Founded in 1988, we have been partnering with companies for over 20 years.

• During this time we have successfully conducted research with hundreds of consumer products and brands on a local (national) and global basis.

• These include a wide-range of ad-hoc projects and proprietary services.

• With 10 accomplished team members, Hauser & Associates has the capacity to offer the flexibility you crave and the experience you need.

4


Strong Reputation

ExperienceExperience QualityQuality High RegardHigh Regard

5


Strong Reputation (Cont.)

Quick Response

Great Flexibility

Hauser & Associates, Inc.

Personal Attention

Hauser & Associates is small enough to offer…

Easy Communication

• Ability to modify existing proprietary services, as needed.

• Successfully and quickly adjust to unique research designs, data collection methods, target sample, etc.

• Ability to conform to your research systems/processes easily.

6



Great Flexibility

Easy Communication

Personal Attention

Quick Response

• By talking directly to relevant team members your needs are met quickly and stress free.

• Always available.

• H&A responds to RFP’s within 24 hours, same day if necessary.

• Requests made during presentations are often met within 24 hours.

• Senior staff has ability to make decisions quickly.

• Can talk directly with key senior staff, including Hal Hauser, Adrienne Schmitt, & Mike Becker in regards to any issue at anytime.

• No matter how big or small, each project will be handled by senior staff.

7


Hauser & Associates clients include:


As active members, we conduct market research, in agreement with the recognized code of ethics established by…

http://www.lge.com/

http://www.lge.com/


8


Knowledge of your Category

9


Hauser & Associates has experience working with a wide-range of consumer product categories, including:

Household

Fabric care, surface care, home care, dishwashing, etc.

Sensory

Fragrance sniff testing, taste testing

Fragrance & Beauty

Fragrance, foundation, lipstick, face cream etc.

Food & Beverage

Alcohol, sports drinks, condiments, yogurt, candy, snacks, etc.

Home Appliances & Electronics

Refrigerators, washers, dishwashers, TVs, computer monitors, etc.

Automotive Care

Conventional, high mileage, synthetic blend, full synthetic motor oils

Financial Services

Credit cards, services

Knowledge of Your Category

Pharmaceutical & Health Care

Pain relievers, cold medication, stomach medication, deodorant, etc.


10




11


• Sensitive to design issues with regard to format, pricing, and timing. All of these variables are taken into consideration as we design the best methods to meet your most pressing concerns.

• Especially proud of our history of providing actionable design solutions to complex problems. While other companies may try to fit all research problems into cookie cutter services, we’ll design custom solutions to answer your questions.

• Has a strong global reach that allows us to conduct multiple country projects with a systematic and consistent approach.

Having developed and maintained strong relationships with local suppliers, we plan, manage and evaluate studies in virtually any country.

Project Start: Receiving a “request for proposal (RFP)” and providing the best possible solutions, Hauser & Associates is…

Global Scope

12


Uruguay

Australia

Brazil

Canada

France

Germany

Italy

Japan

U.K.

Argentina

Hungary

Hauser & Associates has in-depth experience in the Americas, Europe and Asia.

Mexico


13




14


• Use of the best and most appropriate data collection method for your projects.

• Validation*:

In person/Telephone Interviewing: At least 30% of every interviewer’s work is validated to verify respondent eligibility.

Online Interviewing: Validated via email searches to help identify professional respondents.

Focus Groups: Respondents are re-screened upon arrival to facility to ensure accuracy of who we are talking to.

* If validation problems are discovered, all interviews done by that interviewer are taken out of the sample and replaced at our cost.

Project Set-Up & Data Processing: Hauser & Associates ensures the quality of your data through…

Top Quality & Fast Delivery of Data (Cont.)

15


Hauser & Associates…

• Adds “check questions” to online studies to make sure respondents are thoroughly reading questions and not just blindly answering.

• Verifies product/brand usage.

• Requires confidentiality statements to be signed by respondents in both quantitative and qualitative work.

• Shreds all materials and stimulus at conclusion of test.

• Understands how to translate research and industry related jargon to consumer language, which helps strengthen the quality of the end results.

Top Quality & Fast Delivery of Data (Cont.)

16


Hauser & Associates…

• Creates/conducts field kits, briefings, practice interviews, and field visits (local markets).

• Runs pilot tests if necessary.

• Ensures geographical and interviewer distribution.

• Relies on partial shipments of questionnaires to check quality and increase the speed of the entire data collection process.


17


Insightful Analysis

Insightful Analysis

18


• Ensuring that ending samples are reflective of the actual population and if necessary adjusting for any differences with sample balancing and weighting of data.

• Encouraging face-to-face and telephone meetings with our clients, as often as possible to communicate consumer learning's and the impact of our findings.

• Presenting data in a clear, concise, and useful manner.

• Always addressing and answering the business objectives.

• Providing unbiased recommendations.

Reporting of Data: Hauser & Associates provides actionable results by…


19


Competitive Pricing

Competitive Pricing

20


Hauser & Associates strives to keep costs low by…

• Using a network of trusted partnerships and suppliers that give us the flexibility of multiple resources to help keep costs low.

• Always delivering on proposed budget.

• Constantly exploring ways to cut costs, whether through new data collection techniques, identifying new partners, etc.

Sometimes It’s the Little Things…

21


• Able and willing to deal with labeling and shipping requirements (i.e. customs, special packaging, etc.).

• Un-pack and re-pack product as necessary.

• Thoroughly proof all stimulus (concepts, product, claims etc.) before testing begins.

Provide feedback on wording (clarity, consumer friendly, etc.)

Provide feedback on corresponding images

Check sample product before testing: damage, unbranded for a blind test, etc.

• Easily work with company systems & standards to ensure consistent quality across different markets.

• Continually communicate with and update all key contacts of a project, to ensure that all bases are covered.

Hauser & Associates helps to ease the stress of the entire research process…

Proprietary Services

22


Concept Optimization

Concept Screening

Full Concept or Concept/Product Testing

Simulated Test Market “Live” Test Market

National Introduction/Roll-Out

Management Strategic Direction

Market Study Idea Generation R&D

23


Consumer Products: New Product Process


Concept Screening






24


Concept Builder


Concept Builder

25


What Is Concept Builder?

A Full Proposition Conjoint Methodology

At the early stage of concept development, there may be hundreds or even thousands of different ways in which attributes can be combined to form concept bundles.

Concept Builder helps build products by identifying the optimum set of attributes from all of these possible concept bundles.

It is not feasible from a cost and timing point of view to test each of the hundreds or thousands of possible concept bundles that could result from a given set of attributes.

Concept Builder helps solve this problem by using a computer-aided process to simulate ratings for all of the hundreds or thousands of possible concept bundles by using consumer purchase intent data obtained from only a fraction of the possible bundles.

26


How Does Concept Builder Work?

Benefits & Options

During early stage concept development, key concept benefits are identified and typically several options for each benefit are available.

• Benefit - Any significant part of a concept: For example, Fruit Content in a yogurt product.

• Option - Alternatives for each benefit:

Benefit OptionsFruit Content Completely Blended

Chunks of FruitFruit on Bottom

27


How Does Concept Builder Work?*

28


Benefits Options

Fruit Content Completely Blended Chunks of Fruit Fruit on Bottom 3 x

Sweetening PropertiesContains No Artificial

SweetenersContains Aspartame

Naturally Sweetened with Fructose

3 x

Calorie Content 100 Calories in 12 oz. 150 Calories in 12 oz. 200 Calories in 12 oz. 3 x

Price 12 oz. $.89 12 oz. $1.09 12 oz. $1.29 3 x

Fat Content No Fat Low Fat NA 2 x

Taste Great tasting drink A healthy drink A fun drink 3 x

Brand Name Country Fresh Mountain Fresh NA 2 =

Possible # of bundles created by these options 972

Below is a hypothetical scenario involving a yogurt drink:

• All concept Benefits and Options are identified.

• Every possible bundle (combination of options) is defined.

*Hypothetical scenario for demonstration purposes only.

How Does Concept Builder Work?*

29


Country Fresh Low Fat Yogurt Drink

Introducing Country Fresh Low Fat Yogurt Drink. This great tasting drink contains no artificial sweeteners and comes in a variety of real, blended fruit flavors. It has only 200 calories per 12 oz. bottle.

Price: $1.29 for a 12 oz. bottle

A sub-set of these bundles is computer selected for testing (generally 16-25).

Sub-set of bundles is presented to target consumers for evaluation.

Each bundle is rated for purchase intent.

Example Bundle (Images can also be added)

*Hypothetical scenario for demonstration purposes only.

Concept Builder Evaluation

1) Relative importance of each benefit (See slide 31).

2) Relative importance of options within each benefit (See slide 32).

3) Purchase intent score for all bundles (972) (See slide 33).

30


Concept Builder computer model utilizes purchase intent data to produce an analysis of:

Concept Builder Output*

31


7

9

14

24

28

18

0

0 5 10 15 20 25 30

Brand Name

Price

Fat Content

Fruit Content

SweeteningProperties

Taste

Calorie Content

1) Relative Importance of Each Benefit (Impact on Purchase Intent)

*Hypothetical data for demonstration purposes only.

Concept Builder Output (Continued)*

32


Benefit Option %

Calorie Content 100 Calories 52

200 Calories 48

300 Calories -

Taste A healthy drink 48

Great tasting drink 34

A fun drink 18

Sweetening Properties Contains no artificial sweeteners 39

Naturally sweetened w/fructose 35

Contains aspartame 26

. . .

. . .

Brand Name Country Fresh 51

Mountain Fresh 49

2) Relative importance of options within each benefit.


Concept Builder Output (Continued)*

33


RankFruit

ContentSweetening Properties

Calorie Content

PriceFat

ContentTaste Brand Name

Top-2-Box PI

1 FOB No artificial 100 $0.89 No Great Country Fresh 52

2 Chunks No artificial 100 $0.89 No Great Mountain Fresh 52

3 FOB Naturally 100 $0.89 No Great Country Fresh 52

4 Chunks Naturally 100 $0.89 No Great Mountain Fresh 52

5 Chunks No artificial 100 $0.89 Low Great Country Fresh 50

6 Chunks No artificial 100 $0.89 Low Great Mountain Fresh 50

7 FOB No artificial 100 $1.09 No Great Country Fresh 49

. . . . . . . . .

. . . . . . . . .

972 Blended Aspartame 300 $1.29 Low Fun Country Fresh 31

3) Purchase intent score for all bundles (972).


Why should I use Concept Builder?

34


Advantages of Concept Builder

Identifies optimum concept bundle.

Provides purchase intent scores for hundreds of concepts which assists in selecting best do-able bundles.

Shows which benefits and options have leverage in creating purchase interest, and which do not.

Fast and inexpensive.


Concept Screening






35


Rapid Response


Rapid Response

36


Rapid Response

What is Rapid Response?

Rapid Response is a flexible, multi-concept testing system that provides you with fast quantitative concept evaluation and qualitative feedback.

37


Rapid Response

How does it work?

Respondents are recruited to a central location and interviewed in groups of 25.

Several two-hour moderator-led sessions are conducted in 2+ geographically dispersed markets.

Each respondent sees and rates the stimuli using a hand-held electronic keypad to provide confidential, anonymous responses.

Data from entire group is gathered and computerized instantaneously.

Client views sessions on-site in a comfortable private viewing room with one-way mirror.

Graphs showing real time question by question response are available on monitor in room.

38


Client Viewing Room

Respondent Session Room

Respondents seated with Keypads

Respondent Viewing Screen (For Concept Exposure)

Client Viewing Monitor

Moderator

One Way Mirror

Rapid Response Room Layout

39


Qualitative Follow-Up:

A group discussion is held at conclusion of interview.

Results of quantitative research are used to formulate questions (e.g., concept likes, dislikes, areas of confusion, suggestions for improvements).

Advantages of Rapid Response:

Graphical quantitative data for each session printed out on the spot.

Topline available one to three business days after end of fieldwork.

Final results including a full report with sub-group detail and qualitative findings are available two weeks after topline.

40


Rapid Response

e Rapid Response

What is e Rapid Response?

e Rapid Response replicates standard Rapid Response on the Internet.

How does e Rapid Response work?

Respondents are pre-recruited using an Internet panel.

In addition to target screening, consumers are screened for technical competence and appropriate home computer hardware and software.

41



Quantitative Evaluation:

We recruit 150 consumers to take part in two quantitative sessions (75 per session), one on each of two consecutive days.

Each respondent individually logs onto our secure site and rates your concepts/stimulus using an online survey. Consumers may provide answers over a five hour period, in the earlier part of the day.

During these sessions respondents are randomly exposed to your concepts and rate each one using a series of standard measures.

The interview is approximately 90 questions.

You are provided with total results immediately after the session is complete.

42



Qualitative Follow-Up:

In the latter part of the day, two on-line focus groups are done, using the quantitative results as the basis for the discussion.

Each group session is approximately 45 minutes long.

Eight to twelve respondents participate in each group.

Group session participants may be selected based on demographic or usage behavior criteria, or based on specific response to concepts.

43


Typical e Rapid Response Schedule

Quantitative Evaluation of Concepts

N = 7510:00 AM to 3:00 PM (ET)

Qualitative Discussion (Group 1)

N = 8 to 125:00 PM to 5:45 PM (ET)


N = 8 to 126:00 PM to 6:45 PM (ET)

DAY ONE

Quantitative Evaluation of Concepts

N = 7510:00 AM to 3:00 PM (ET)


N = 8 to 125:00 PM to 5:45 PM (ET)


N = 8 to 126:00 PM to 6:45 PM (ET)

DAY TWO

44


e Rapid Response Focus Group Screen

This box shows a running text of the typed dialogue between respondents and

moderator (seen by respondents, moderator and clients).

Moderator guide/ instructions (only seen

by moderator and clients).

A list of participating respondent’s names

(seen by respondents,

moderator and clients).

This box allows the moderator and clients to

chat without the respondents seeing

(only seen by moderator and clients).

45


Why should I use Rapid Response?

Advantages of Rapid Response (Standard or Online)

Same day quantitative results and qualitative feedback (without leaving office or home).

Randomized rotation of stimulus.

Robust sub-group analysis.

Geographic dispersion, including global capabilities.

Ability to test a wide-range of stimuli including, concepts, positioning, advertising (print or video), and packaging.

Flexibility of adding custom questions.

Ability to adjust the ratio of quantitative vs. qualitative interviewing done in each project.

Option to alter the format of qualitative sessions as needed.

46



Concept Screening






47


ScreenPlus


ScreenPlus

48


How Does ScreenPlus Work?

49


PRODUCT EVALUATIONMODULE

ATTRIBUTE ANALYSIS MODULE

POSITIONINGMODULE

VOLUMETRICMODULE

Standardized concept testing system.

Employs a modular approach which provides basic concept evaluation (Foundation Module) and, if necessary, four additional (analytical) modules for enhanced diagnostics.

SCREENPLUS FOUNDATION MODULE

Foundation Module

Question Areas Include…

Purchase Intent

Reasons For Purchase Intent

Likes/Dislikes

Concept Uniqueness

Concept Believability

Competitive Advantage

Replace/Supplement Current Brand

Value For Money

50


Volumetric Module

Utilizes proprietary Hauser & Associates Volume Planning Model.

Integrates client developed marketing plan with ScreenPlus test results.

Provides year one dollar and unit volume estimate.

51


Attribute Analysis Module

Evaluates concept communication through several multivariate analyses:

Attribute Chain Analysis: This structured open-ended probing method helps reveal important sub-conscious end-benefits that are linked to your concept communication. It identifies the more powerful connections that have an emotional or psychological payoff to the consumer, which underlie the main ideas presented in the concept.

Stated Vs. Derived Importance: Shows not only what characteristics your concept needs to deliver, as stated by consumers, but also reveals all other characteristics that impact purchase intent, but may not be directly stated.

Derived Importance Vs. Concept Delivery: Tells us how well your concept communicates attributes that contribute to the purchase decision.

52


Positioning Module

Identifies perceived brand image and competitive position through:

Perceptual Mapping: Shows us how consumers will perceive your concept brand vs. brands with which it is likely to compete. It can indicate the degree of perceived uniqueness and highlight possible sources of business and cannibalization issues.

Brand Personality Analysis: Helps us determine how to position the concept brand to improve the fit of its image with the target purchase group, and to differentiate it from competition.

53


Product Evaluation Module

If a product prototype is available, the system is able to provide a thorough examination of product performance on an absolute basis and relative to the concept.

Results from this module are used to develop more accurate volume projections and repeat estimates.

54


Why should I use ScreenPlus?

55


Advantages of ScreenPlus:

Comprehensive concept assessment.

Single concept exposure reduces bias.

Range of screening evaluations to measure performance.

Ability to measure against competition.

Volume estimate provides initial business assessment.

Range of Services

56


Range of Services: Other Ad-Hoc Research

• Use experimental designs to test packages, prices, media levels, promotional devices, colors, fragrances etc.

• Experience with a wide variety of projects, including:

Concept & Concept/Product Tests Product Tests Tracking Studies Name Tests Package & Design Tests Price Sensitivity Brand Equity Advertising Testing Awareness & Usage Market & Segmentation Studies Beta Tests

57


Range of Services (Cont.)

• Experience with a wide variety of statistical techniques, including:

Conjoint Analysis Factor & Segmentation Analysis Correlation Analysis Stated vs. Derived Importance TURF Regression Analysis Perceptual Mapping

• Experience with a wide variety of target markets, including:

Children as young as 8 years old Teens Seniors Neurologists Appliance salesmen Hair colorists Etc.

58


• Work in a variety of interviewing formats:

Central location Telephone On-Line In-Home Focus Groups Combination where appropriate

59


Range of Services (Cont.)

Hauser & Associates, Inc. Contacts

140 Route 17 NorthParamus, NJ 07652

Telephone: +1 201.599.9559Fax: +1 201.599.9465

www.hauserandassociates.com

Hal Hauser, [email protected]

Adrienne Schmitt, Vice [email protected]

Michael Becker, Vice [email protected]

60


http://www.hauserandassociates.com/



mailto:[email protected]?subject=Inquiry%20about%20presentation








mailto:[email protected]




hauser & associates, inc. capabilities presentation 140 route 17 north paramus, new jersey 07652...

Documents

hauser associates clients

hal hauser

category slide

easy communication slide

services knowledge

home care

market research

research managers