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• Established in 1999

• 150+ Research professionals

• 200+ Leading clients

• Projects in more than 50 countries worldwide

• Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York

• European panel of 850.000 consumers and global access (GER: 130.000)

CONTEST©

Your Concepts Screen, Optimise, Validate

CONTEST©

Contest© - Benefits

• Customised CONTEST© provides a concept testing solution tailored and customised around your needs

• Fully Evaluative Offering a well-rounded perspective with evaluative and diagnostic qualitative and quantitative feedback

• Latest Techniques Including a suite of state-of-the-art online techniques, visually appealing and motivating with normative database and in-house design expertise

• Delivers the base for Growth Provides a solid foundation for making decisions

• Proven Methodology Used by numerous key FMCG’s globally

CONTEST©

5

The broad area of concept testing is grounded in varying business objectives.

Screen Optimize Validate Go-to-market

Prioritization of a large numbers of insights,

ideas, concepts

Improving the wording, tone of voice or visual

before validation

Deciding whether to takethe concept to the next stage of development

Filling in specific marketing mix

elements

• Which insights,

ideas or concepts

have a high level of

appeal, a sense of

urgency, make

sense and offer

something new and

fresh?

• What if anything can

be done to further

optimize the concept

wording, tone of

voice or visuals

before exposing it to

a more rigorous

stage-gate test

• What is the

potential for success

in the market and is

that sufficient to

justify the decision

to take it to the next

stage of

development

• How can the

concept be further

developed for a

successful launch in

terms of target

group definition,

positioning, key-

claims for ad and

pack design and

pricing

CONTEST©

MaxDiffis our preferred method for screening large number of insights, ideas or concepts

MaxDiff (Maximum Differentiation Scaling) is a form of conjoint measurement – a choice exercise

Respondents enjoy the simple task, resulting in valid, differentiated rank order results

Screen

Prioritization of a large numbers of insights,

ideas, concepts

• Which insights,

ideas or concepts

have a high level of

appeal, a sense of

urgency, make

sense and offer

something new and

fresh?

Screening insights, ideas and concepts

6CONTEST©

7

MaxDiff takes respondents through repeated choice tasks where they select the most and least compelling ideas

‘Please indicate which idea you find most desirable to have installed in your new car and which idea you find least desirable to have installed in your car’

CONTEST©

MaxDiff offers a variety of outputs, including rank orders and opportunity maps and can also be used as a basis for segmentation

New Crisp

Flavor Appeal TotalCurrent users

Non-users

Ginseng-Oregano 15.3 10.3 19.1Pizza-Salami 13.7 13.1 18.2

Cheese-Bacon 12.5 17.8 9.7Tomato-basil 12.1 14.2 11Garlic-Pepper 9.9 11.1 4Sateh-Curry 9.5 8.5 6.5

Pine nut - Spinach 9.3 5.6 8.3Goat cheese - honey 8.2 4.3 7.5

Vinegar 6.2 9 8.9Sushi-Salmon 6.1 3.2 9.1

Barbeque-Pepper 5.8 4.5 3.2Tofu-Seaweed 5.6 7.2 3.8

Horseradish 5.6 6.4 5Cucumber - Yogurt 4 5.2 4.8

Choco-Cream 2.1 3.3 4.1

Segment 1:

Natural flavor loversIndex

Ginseng-Oregano 170

Pine nut -Spinach 153

Goat Cheese -Honey 142

Tofu-Seaweed 139

Radish 125

Segment 2:

Bold flavor loversIndex

Pizza-Salami 150

Sushi-Salmon 130

Garlic-Pepper 125

Sateh-Curry 121

Choco-Cream 119

CONTEST©

9

Optimization of insights, ideas or concepts

Optimize

Improving the wording, tone of voice or visual

before validation

• What if anything can

be done to further

optimize the concept

wording, tone of

voice or visuals

before exposing it to

a more rigorous

stage-gate test

We break the concept into components, reviewing each component in turn

Using a combination of evaluative and creative tools

Providing a holistic perspective and actionable recommendations for improvement

CONTEST©

10

niche massSIZEThe extent to which I can identify with the insight

UR

GE

NC

YN

ee

d o

f re

so

luti

on

Nice tohave

Must have

The first component that we typically look at is the insight

Insight5

Insight4

Insight3

Insight8

Insight7Insight6

Insight1

Insight2

Insights are evaluated against the three core dimensions that determine their commercial strength (size, urgency, frequency)

INPUTOUTPUT

CONTEST©

11

11

The basic idea is also creatively evaluated using the marker tool with prompted open-ended motivation of the highlights

The Marker Tool combined with open-ended prompted motivation helps to identify key drivers and barriers, which is used to further optimize the description

INPUT

OUTPUT

CONTEST©

sheet 15

Report Concept RefinementPhilipsP09383 © May 2009

Positive & negative aspects insight US

I shave on a regular basis, but on certain days, no matter what shaving method I

use, my skin gets irritated from shaving, which annoys me and makes

me feel self conscious. I wish there was a shaving method that would always give me a great shave without irritation.

Now Philips Norelco introduces a new shaver that minimizes irritation, so you

can be confident that your skin will look and feel great.

I have been looking for a method ever since I started shaving.

My face after shaving is irritated for few hours.

I wish I could get a more consistent shave.

Because it describes me or my shaving routine

This is something I can relate to. My skin does get irritated from shaving and I wish it wouldn't.

This is a common reation to shaving for most men.

Because it offers a solution to a problem I have encountered before.

because it is a hope that there is a better product out there than I am currently using.

I don't feel self conscious but I do get sensitive skin from shaving.

I always like my skin to look good

Confidence is important

Know that I finally have a product that works the way I want.

This is how I feel when shaving and irritation occurs. I always wish there was an option to fix this. I have tried several methods/products and none work

I rritated skin

12

12

Associative techniques are used to map perceptions around the perceived emotional benefits and positioning of the idea

INPUT

OUTPUT

CONTEST©

13

The dot-technique (with prompted open-ended motivation) is used for the evaluation of initial product and packaging visuals

Easy to bring along to the office for lunch

Good portability

The colour clearly indicates this is girls only

I like pink – it makes a statement

The name – it tells me it is good for my body.

Faster calorie burn – that’s brilliant

Now I don’t have to feel guilty for not exercising

Why is she sweating under her armpits. Does this beverage make you hot? In that case, I’ll buy it!

Always difficult to open these plastic caps

Miss Goodbody? Miss Fatbody you mean. How can yogurt make you loose weight? Come on…

Good portion size

CONTEST©

14

The optimization effort can coincidence with a prioritization or screening effort if multiple concepts are being reviewed

CONTEST©

15

Validation

Validate

Deciding whether to takethe concept to the next stage of development

• What is the

potential for success

in the market and is

that sufficient to

justify the decision

to take it to the next

stage of

development

Consumers review the full concept

Acceptor/Rejecter analysis provides indication of potential for success

Benchmark database available

Diagnostics can be added

Informing the go-to-market strategy elements and concept diagnostics can be added

CONTEST©

16

Classification in Acceptor-RejecterClassification in Acceptor-Rejecter

sheet 16

We use 6 validated questions to assign consumers to 3 groups

Interest Acceptance

yes

Rejecter

No Interest

RejecterWith Interest

Acceptor

Questions interest level:

Are you interested?

Do you think other people are interested?

Do you think the concept is worthwhile?

Questions acceptance:

How likely would you be to buy the product?

How unique/different is it?

Would you mention this in a conversation with others?

NO

YES

YES

NO

CONTEST©

17

The Acceptor-Rejecter analysis helps to focus on the key business priorities

Scenario 3: Challenger

High level of rejecters without interest

Focus on reason why: obtaining insights for

unfulfilled needs

Rejecter No Interest 20%

Rejecter Interest 60%

Acceptor 20%

Rejecter No Interest 20%

Rejecter Interest 20%

Acceptor 60%

Rejecter No Interest 60%

Rejecter Interest 20%

Acceptor 20%

Scenario 2: Seducer

High level of rejecters with interest

Focus on finding the triggers to

move them to the acceptance level

Scenario 1: Persuader

High level of acceptors

Focus on the profile of acceptors and

the main drivers to use in

communication

Focus:What is thePower of the concept?

Focus:How can we move from interest to acceptance?

Focus:What are the barriers/ can they be resolved?

CONTEST©

18

The analysis is focused on two key elements: making the correct decision and understanding the underlying dynamics

1. Certainty of making the correct decision• Go / no-go / recycle recommendation• Traffic-light charting against

benchmarked data• Acceptor-Rejecter analysis

2. Understanding underlying dynamics• Drivers and barriers• Evolution or Revolution

CONTEST©

19

Go-to-market

Go-to-market

Filling in specific marketing mix

elements

• How can the

concept be further

developed for a

successful launch in

terms of target

group definition,

positioning, key-

claims for ad and

pack design and

pricing

Filling in the marketing mix:

Informing the communication and design briefs in terms of:- Target Group- Key drivers / WOW-factors

Informing sales and trade marketing in terms of:- Pricing- Shelf placement- Optimum Range

CONTEST©

20

Informing the communication and pack design brief

1. Target Group Understanding• Acceptor Profiling in terms of socio-

demo’s, media consumption, lifestyle attitudes, personality, needs, etc..

2. Key drivers• Identification of key motivating benefits• To be used on pack, product and in

advertising

JIF Key motivating drivers:1. Reduced fat2. Creamy3. Fresh Roasted Peanuts

CONTEST©

© 21

Informing the sales and trade marketing brief

1. Pricing• Van Westendorp Price Sensitivity Meter

used to establish price perceptions

2. Shelf Placement• Can offer competitive context for more

realistic assessment• Testing alternative placements will help

to identify best in-store position

3. Range Optimization• TURF Analysis used for determining

optimum range (# of products and range composition)

CONTEST©

CONCEPTCRAFTER©

End Slide

New Product Development & Innovation

UK Contact :

Chris Kingsland

+ 44 (0) 20 3178 6277 Direct+ 44 (0) 7958 332 764 MobileC.kingsland@metrixlab.com