DESIGN PREFERENCE RESEARCH TOOL

Transcription

1 DESIGN PREFERENCE RESEARCH TOOL Holoma Product Development Voccii Marketing Research DVT21MAY15

2 PURPOSE OF THE TOOL The Design Preference tool provides feedback from shoppers in the target channel, target market or specific target retailer related to: Appeal of designs or concepts Preference of color, graphics, shape, texture, etc. Intent for product selection/purchase

3 A consistent survey format is used to minimize survey design time Surveys can contain both graphics and video, as needed. 5-7 minute survey (on average) GENERAL APPROACH THE DESIGN PREFERENCE TOOL IS CONSTRUCTED TO RUN EFFICIENTLY & QUICKLY Respondents come from panels designed to match target markets: Sample Size = Statistical Accuracy = +/- 5.7% 4.9% (based on sample size) at the 95% confidence level Nationwide samples All samples will be targeted based on age and gender Shoppers can be targeted based on specific channels OR specific retailers Custom samples are available (quoted individually) We manage sample procurement, online programming, fielding, analysis and reporting.

4 4 INSIGHTS THROUGH SIMPLICITY THREE MODULES PROVIDE CRITICAL INSIGHTS Demographics & Screeners Design/Concept Appeal Selection Potential

5 5 DEMOGRAPHIC & SCREENERS This section provides insights about shoppers and screens out non-qualifying respondents. Demographics Screeners Gender Age Income Location (region) Home type / Home ownership Channels Shopped Stores Shopped Role in Purchase (primary decision-maker) Specific Screening Criteria Household Descriptors Additional Demographics, as needed

6 6 DESIGN CONCEPT APPEAL This modular section includes questions to assess appeal or design.* Appeal Index Features Preference Most Preferred (1 st and 2 nd choices) Least Preferred Index = Most-Least Selection of Preferred Features Appeal of Features (Ratings) Additional Design Objections or Highlights Optional: Heat Map (Select preferred features from product graphic) *Question types will be recommended based on design or product being evaluated.

7 7 SELECTION POTENTIAL This section provides another view of appeal by addressing likelihood to select/purchase.* Likelihood to Select Selection Projections Top two designs are evaluated Likelihood to select (if shopping for item in store) All designs are included Projection of which design(s) are likely to be most popular *Selection questions are designed to eliminate factors such as price and availability in the decision process.

8 8 QUESTIONNAIRE FORMAT Demographics & Screeners Screeners for shopping channel/retailer Additional Screeners Demographics Design/Concept Appeal Graphic or video of design(s) Most preferred (top 2) Least preferred Evaluation of design features or elements (Ratings, highlights, objectionable elements, etc.) Optional: Heat map evaluations Selection Potential Likelihood to purchase Projection of most popular designs

9 9 INSIGHTS Most appealing designs Least appealing designs Polarizing designs Additional design objections or highlights Appeal of specific features (if applicable) Purchase interest for appealing designs Projected appeal (designs likely to be most appealing to the market in general) Descriptors of target markets (for leading designs) Unique characteristics (if any) for target markets (for leading designs)

10 10 DELIVERABLES Survey finalization / customization Uploading of design or product graphics/video Sample Programming & Fielding Analysis & Reporting

11 11 OPTIONS & PRICING (maximum 24 designs per survey) CUSTOMER LIST GENERAL FOCUSED CUSTOM Client supplies list of customers Targeted Panel Age, Gender, Channel Specific Targeted Panel Age, Gender, Retailer Specific Criteria to be determined $4, $6,000 [n=300] $6,550 [n=400] $6,200 [n=300] $7,000 [n=400] TBD Note: n=number of survey participants

12 SAMPLE QUESTIONS

13 13 DESIGN CONCEPT APPEAL Please select which of the these designs you like most: 2. Of the remaining designs, please select the one you find most appealing: I don t like any of these. (SKIP TO QUESTION 3)

14 14 DESIGN CONCEPT APPEAL 3. Which of the designs do you find the least appealing? 02 Examples: Appeal Index % Selecting as 1 st /2 nd Favorite = 35% % Selecting as Least Favorite = 8% Appeal Index: + 27 Pos = 35% Neg=8% Pos. impressions are 4X Neg. impressions Reaction is positive, not polarizing % Selecting as 1 st /2 nd Favorite = 20% % Selecting as Least Favorite = 28% Appeal Index: - 8 Pos = 20% Neg=28% Pos. and Neg. Impressions are similar: Reaction is more negative; and design is more polarizing

15 15 SELECTION POTENTIAL If you were shopping for notebooks and these met your expectations for price (and other factors), how likely would you be to purchase each of these designs? 2. Putting your personal favorites aside, which of these designs do you think will be the most popular with shoppers in general? You may select up to 3. Not at All Likely Somewhat Likely Very Likely

16 NOTEBOOK DESIGN EVALUATION EXAMPLES FROM TEST STUDY PERFORMED NOTEBOOK COVER DESIGNS Evaluation Dates Sample Description Total Responses March 25 April 5, 2015 Male & Female Shoppers in mass retail Decision-makers (sole/joint) for notebooks & journals 85

17 17 DESIGNS TESTED

18 18 EVALUATION CRITERIA % # # % + vs. - OVERALL APPEAL: APPEAL INDEX: PURCHASE INDEX: PROJECT POPULARITY: POLARIZATION: % Selecting in Top 2 Most Preferred Numerical Index based on Most Liked and Least Liked Scores Numerical index based on % Most Preferred and % Likely to Purchase % Selecting Design to be Popular with Marketing, in general Comparison of Positive to Negative Reactions Higher indicates Stronger Designs Higher indicates Stronger Designs Higher indicates Stronger Designs Purchase Higher indicates Stronger Designs Designs that are not/low polarizing are Stronger N o t e : S t r o n g e r s c o r e s a r e b o l d e d f u c h s i a o n f o l l o w i n g p a g e s.

19 19 EVALUATION RESULTS Overall Appeal 6% 16% 21% 9% 11% 7 % Appeal Index Purchase Index Projected Popularity 7% 28% 32% 7% 15% 16% Polarization Low M o d e rate N o n e Low H i g h N o n e

20 20 EVALUATION RESULTS Overall Appeal 21% 13% 15% 9% 18% 11% Appeal Index Purchase Index Projected Popularity 20% 12% 18% 12% 17% 12% Polarization N o n e H i g h N o n e Low N o n e H i g h

21 21 STRONGEST DESIGNS PREFERRED FEATURES: Color Pattern/shapes Fun TARGET MARKET: Male & Female Age Homeowners in the South & Northeast Married (w/ or w/out children) Income $100K+ PREFERRED FEATURES: Color Pattern/shapes TARGET MARKET: Male & Female Age Homeowners & Renters in the South Married or Single no children Income Under $50K or $100K-$250K PREFERRED FEATURES: Color Pattern/shapes Fun Like the typewriters TARGET MARKET: Male & Female Age Homeowners in the South & Northeast Married (w/ or w/out children) Income $100K+

22 22 STRONGEST DESIGNS PREFERRED FEATURES: Color Pattern/shapes Fun Like the saying TARGET MARKET: Male & Female Age Owners & Renters in the South Married (w/ or w/out children) or Single no children Income Under $50K or $100K-$250K PREFERRED FEATURES: Color Pattern/shapes Fun Like the flowers in the design TARGET MARKET: Female Age Homeowners in the South and Northeast Married (w/ or w/out children) Income $75K-$150K NOTE: This design is likely to appeal to this more specific target market; respondents tended to love it or hate it.

23 23 LIKELY RETAIL CHANNELS Shoppers are most likely to purchase this type of product in: Target 48% Wal-Mart 27% Staples 13% Specialty Paper or Stationery 6% Barnes & Noble Bookstore (unspecified) 4% 4% Hallmark Store 4% Office Depot 4% Other Stores mentioned (1 or 2 mentions) include: Amazon, Kohl s, Marshall s, CVS, Sam s, Costco, Walgreens and Borders.

24 Product Development Graphic Design Industrial Design Packaging Merchandising and Display Marketing & Brand Management Market Research Ken Haffner Holoma Product Development Miami Beach FL U.S.A. T H o l o m a P r o d u c t D e v e l o p m e n t. A l l R i g h t s R e s e r v e d.