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Web Behavior Monitoring

Web Behavior Monitoring

path-to-purchase study reveals online shopping behaviors

Marketing Challenge
ConsumerDNA conducted a path-to-purchase study in the automobile category using a web behavior monitoring technology. The client’s goal was to track recent purchasers’ online shopping habits leading up to the purchase. The purpose was to reveal the extent to which online media sources are used to inform and guide auto brand purchases.

Study Execution
ConsumerDNA utilized a web behavior monitoring panel to identify past year purchasers of a test brand auto. Historical online habits data was extracted for the qualified participants for six months prior to the actual purchase. Automated analytical processed helped reveal the sites visited and the amount of time spent on each. A survey was then sent to the participant to see where and when they actually purchased the auto.

The Results
The results of this study revealed the online media used during the shopping process at each stage of the shopping and buying process. This helped the client develop an online media plan and target the messaging at each stage of the process.

Marketing Models Pointing the Way

Marketing Models Pointing the Way

quick serve restaurant menu optimized with online choice analysis

Marketing Challenge
A quick serve restaurant sought to improve its sales performance by improving its menu choices. The management team had several new items they were considering and at the same time thought perhaps a few others should be retired.

Study Execution
A choice study was conducted 600 medium to heavy users of the client’s restaurants. Sawtooth Software’s Choice Base Conjoint platform was used for the study. Each participant saw 15 screens of 3 menus and were asked to choose the menu that was overall best for them. Through this process the relative value of each menu item (utilities) could be derived. A simulator then allowed the client to assess customer preference for any combination of menu items they wanted to test.

The Results
The results of this choice study allowed the client to optimize its menu offering. The final selection involved retiring two items and adding several others that significantly raised customer preference scores.

Mobile Smartphone Point of Experience Study

Mobile Smartphone Study

retail product category merchandising improved with mobile surveys at “point of experience” while shopping

Marketing Challenge
A national retailer sought to upgrade the merchandising /and product display for one of its growing product categories in an effort to further improve its share of that business among its shoppers. Significant product innovation had taken place over the past two years within the category as several new products and brands emerged.

Study Execution
Test and control stores were set up to measure the impact of the new merchandising/ and product displays. Test stores had the new merchandising and control stores were unchanged. ConsumerDNA recruited consumers who normally shop the stores for that product category to go on a shopping trip. They received the surveys on their smartphones via geo-fencing technology once they were at the store.

The Results
The retailer was able to determine if the shopping experience at the test stores was significantly better than the control and also determine if shoppers were more likely to purchase. Other diagnostic measurements helped the retailer optimize its merchandising / and product display.

Global Product Innovation Monitor

Global Product Innovation Monitor

pipeline filled with new product ideas from around the world

Marketing Challenge
A consumer package goods company sought to fill its pipeline of new product ideas. The pipeline is considered critical in the new product development process as it is the beginning for all new future products that are so vital to the long term performance of its brands.

Study Execution
ConsumerDNA utilized it global network of international research agencies to source, purchase and ship back innovative new products currently being offered in other countries for several product categories. Hundreds of new products were collected and displayed at the client’s offices for marketing and R&D staff members to study and taste. This was followed by ideation sessions among select client staff members and industry experts to develop new product ideas and concepts.

The Results
The client added over 100 new product ideas to its pipeline which were subsequently screened by consumers. Twelve new product concepts were created directly from the findings which underwent further testing and refinement and resulted in three new product introductions over the following two years.

Consumer Needs and Motivations

Consumer Needs and Motivations

next generation product development achieved through psychoanalytic interviewing techniques

Marketing Challenge
A national convenience store chain wanted to optimize its c-store offering for the specific geo location of each store. Management believed they would sell more non gasoline items if their product mix and in-store services were optimized for the consumers who lived in the trade area.

Study Execution
ConsumerDNA conducted several studies to meet this objective. First, an online quantitative geo segmentation study identified segments based on the type of environment they lived in (urban vs. suburban, etc.) who had different and homogeneous needs for c-stores. Target segments were identified (E.g., the urban ring) based on having unique c-store behaviors. In-depth psychoanalytic interviewing was conducted among these targets segments to further bring out their needs, motivations, values, desires, obstacles and unmet needs related to convenience stores.

The Results
The insights uncovered were used to create 6 new convenience store concepts – drawings and diagrams of the store layout, products and services offered. Test markets of 3 new store configurations were conducted later in route to an overhaul of the overall merchandising strategy.