Case Study—survey consumers’ perceptions of a major brand and unique new product
Plunkett Research was asked to design and execute a vital online study of middle- to upper-income consumers within the U.S. The goal was to identify strengths and weaknesses of a major consumer brand, as well as level of interest in a new line for this brand. The resulting data was utilized to determine the feasibility of significant investment in an entirely new type of product.
Key Project Details
- Plunkett Research first created a strategic outline, and then wrote the survey questions.
- Once the questions were completed, we selected the best possible online panel where we could identify and target consumers for the survey.
- We then programmed and designed the survey pages. The design was carefully tested for usefulness on smart phones, and for completion in under 10 minutes’ time.
- Consumers within the panel were filtered by criteria for geography, income level and interest in specific types of products.
- After we received thousands of completed surveys, we carefully parsed and analyzed the results on a per-question, per-consumer segment basis.
- The final outcome was delivered in a user-friendly PowerPoint presentation, suitable for use in the client’s boardroom.
Synthesis & Recommendations
- By carefully selecting both the appropriate consumer segments and the best online panel, we were able to deliver accurate and objective insights.
- The client was able to gain extremely valuable data on consumers’ perceptions of and satisfaction with the client’s locations and products.
- In addition, the client gained vital data from consumers’ reactions to an entirely new product concept—data that enabled the client to make critical strategic decisions.
A REPRESENTATIVE LIST OF ORGANIZATIONS THAT HAVE USED OUR RESEARCH PRODUCTS:
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We are especially trying to push Plunkett’s since all of our students have to do so much industry research and your interface is so easy to use.