Monthly Archives: September 2015

New Product, New Category AA&U

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Challenges Troy Healthcare uncovered a new technology with the potential to bring relief to consumers suffering a potentially debilitating condition. They needed to understand the migraine category completely. Who are the sufferers? What is the nature of the suffering? Are they open to new ideas? How much would they pay for a new product? Insights…

Market Research

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Market research is the process of gathering, recording, and analyzing data in order to gain insight into the consumer’s mind, whether that consumer is a “general population” buyer of CPG products or a complex Business to Business (B2B) marketing target. The goal of market research is to identify wants, needs or beliefs so that companies…

Segmentation Studies and Cluster Analyses

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Market Segmentation Study “Birds of a feather flock together.”  Human beings do the same thing.  Market segmentation involves dividing a broad target market into relevant subgroups that have, or are perceived to have, common needs or interests.  Market segmentation helps an organization to identify and define their optimum target consumer. By understanding the “psychographics” of category consumers,…

Logo Research

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A logo can evoke emotions from a consumer; it is a symbol of an entire brand.  When creating an image for your company, a well-crafted logo can help build brand image, corporate identity, brand awareness and ultimately, help your company to succeed in the marketplace. Whether it’s a restaurant, an energy drink, a pair of…

Advertising Pre-Testing and Creative Testing

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Pre-testing your advertising/creative allows companies to measure effectiveness, ad recall, and ad comprehension. Knowing the strengths & weaknesses of your creative execution before a large scale launch can save you thousands, if not millions of dollars, in underperforming advertising. (Not to mention, saving your reputation!) Advertising pre-testing is a form of concept testing.  It is…

Rob Rankin, Partner & President – Clarity Coverdale Fury

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