|March 1, 2017||Comments Closed|
In recent blog posts, we’ve looked at how consumer research studies from Persuadable Research can help you, as a brand owner, gather vital feedback on everything from package design to advertising messaging to new product concepts.
The insights from these studies can be crucial to knowing whether a planned course of action is worth undertaking, especially before significant resources are expended.
The studies we’ve covered in recent weeks are “niche-oriented” tactics that focus on particular aspects of a product or a marketing plan, but they are essential building blocks in the product development cycle.
This is similar to how a professional golfer perfects his game — working separately on driving, chipping, pitching from the sand, putting – before heading to the links.
After all those hours of practice, however, the big unknown for a professional golfer is still: How good am I, really? How do I stack up against real-world competition? The answer, of course, comes at tournament time.
A similar challenge exists for you. How do you know how your product stacks up against the competition?
A brand that has a “sweet swing” must still compete in the marketplace against shelves full of other products, all vying to “make the cut” and for a place on the leaderboard.
For you, there’s only one game in town for measuring yourself against the competition: attitude, awareness and usage (AA&U) studies.
AA&Us are comprehensive studies seeking insights into a particular category. By studying consumer attitudes, awareness and usage of brands within a competitive set, you are able to see where you stand in relation to the competitors. This allows you to make strategic decisions to improve your position.
AA&U studies are large, sprawling studies that cover a lot of ground. They are foundational to a brand strategy and can serve a brand for 3 to 5 years.
AA&U studies help you:
Here’s an example of how we used an AA&U for a client.
A boutique natural foods company, famous for their whole grain breads, sought growth and expansion, and believed targeting the granola category might be a viable play for them.
Based on the recommendation of a marketing consultant, the client commissioned us to research the granola category before investing in product development.
We conducted an AA&U study to explore granola consumption in its various forms. The granola category has some unique challenges: it can be consumed in various forms, at various times of the day, and is a popular snack for both indoors and outdoors! With all these factors to consider, we devised a study that focused on the following topics:
In the end, the data clearly showed there was tremendous confusion in the granola category. It was highly fragmented in both product array and consumer demographics, with only the largest brands and the biggest marketing budgets able to break through the “clutter.”
Recognizing the disparity between the investment required and their available capital, the brand decided not to pursue the granola category and searched for other expansion opportunities.
The findings of the AA&U study showed them that investing large sums of money and time was, likely, a big mistake.
For another example of an AA&U that we conducted, click here to read one of our AAU case studies.
You can find even more AA&U examples on our case studies page.
If you are interested in using an AA&U study to get to the top of the leaderboard, give us a call at 913-385-1700, or use the form on this page to reach us. One of our Solutions Experts would love to talk with you.