Category - Classification

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Nature of Marketing Research

Research Archetype
New Product Existing Product

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Classification
Internally we have classified the research into two set

Pre Product Launch Researches

Post Product Launch Researches

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Pre Product Launch Researches

Pre Product Launch Research U&A Concept Test Product Test Packaging Test

Communication Evaluation

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Post Product Launch Researches

Post Launch Brand health study Post launch ad evaluation

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Pre Product Launch Researches

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Pre Product Launch: U & A

A complete U & A can be carried out to have further understanding of the category and the consumers Possible areas that can be explored through U & A Various behavioural aspects with respect to purchase and usage Various brands in the consideration set and substitute brands Brand image of various brands Consumers expectations from a toothpaste brand Consumers understanding of functions and benefits of various types of toothpastes viz. Opaque, Gel etc. Understanding of the profile of various types and forms of toothpaste users Sizing of various segments identified through qualitative research and also their profile
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Pre Product Launch: U & A.

Understanding the beliefs, values and lifestyles of the consumers Attitude towards usage of new products Identification of segments which are most vulnerable and likely to switch over to the new brand Size of such segment ITP at various price points

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Pre Product Launch: Concept Test

At this stage, the products to be offered are at a conceptual level Possible areas that can be explored through concept tests are Overall acceptance of the concepts Specific likes and dislikes of the concepts Improvement areas if any The top 3-4 concepts shortlisted based on the above research may be pursued for further R & D Brand name test can also be carried out along with the concept test

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Pre Product Launch: Communication Evaluation

Prior to product launch, communication creatives can be evaluated for its Overall Likeability Specific likes and dislikes Persuasiveness of the ad

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Post Product Launch Researches

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Post Product Launch Researches

Post Launch Brand health study Understanding the brand health through post campaigns or brand track Post launch ad evaluation Post campaign research to understand what is working and what is not working in the ad

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Thank You!

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