Quantitative Projects
- A new web site was evolving rapidly, so our client needed a way
to get frequent consumer input on possible new features over a period of
several months. We recruited and managed an online consumer panel.
These consumers received an incentive for responding quickly to our brief
bi-weekly surveys. Our client was able to get answers within a few days
- truly on "Internet time!"
- A new product had been on the market for six months, and our client
wanted to find out who was actually purchasing the product in the US, Europe
and Japan, compared to the target segments they had hypothesized before
the launch. They particularly wanted to see whether the product
category had "crossed the chasm" and was now appealing not only
to "early adopters" but also to the mass market. We conducted
an online survey in the US and a telephone survey in Europe and Japan. The
findings showed significant differences across the three regions in terms
of customer demographics and psychographics.
- Our client needed to establish a baseline for consumer brand perceptions
in an emerging market in order to measure the success of their marketing
programs over time. We conducted a telephone survey that measured
perceptions of our client and its major competitors on seven different scales,
such as Ease of Use. In addition, we compared the attitudes of teens and
young adults versus the general population, and found significant differences.
The insights led our client to develop customized marketing efforts for
the younger generation.
