Home > Case Study—survey consumers’ perceptions of a major brand and unique new product

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.

Testimonials

I’m amazed at how much information is available and the various ways to access it. This will be a major resource for our serious job seekers.

Career Services, Penn State University

Plunkett Research Online provides a great ‘one stop shop’ for us to quickly come up to speed on major industries. It provides us with an overall analysis of the market, key statistics, and overviews of the major players in the industry in an online service that is fast, easy to navigate, and reliable.

Wendy Stotts, Manager, Carlson Companies

I really appreciate the depth you were able to get to so quickly (for our project). The team has looked through the material and are very happy with the data you pulled together.

Hilton Worldwide, Marketing Manager

We are especially trying to push Plunkett since all of our students have to do so much industry research and your interface is so easy to use.

Library Services, St. John’s College

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.

Gary White, Business Materials Selector, Penn State University

Your tool is very comprehensive and immensely useful. The vertical marketing tool is very helpful, for it assists us in that venue, as well as targeting customers’ competition for new sales…The comprehensive material is absolutely fabulous. I am very impressed, I have to say!

Tammy Dalton, National Account Manager, MCI

The more I get into the database, the happier I am that we’ll have it–REALLY happy!!! Between the quality and affordability of your product, its appeal to and value for our users, and the inestimably ethical and loyalty-guaranteeing conduct of your business, I will always have more than sufficient praises to sing for Plunkett Research.

Michael Oppenheim, Collections & Reference Services, UCLA

Plunkett Research Online is an excellent resource…the database contains a wealth of useful data on sectors and companies, which is easy to search and well presented. Help and advice on how to conduct, export and save searches is available at all stages.

Penny Crossland, Editor, VIP Magazine

Real Time Web Analytics