Usage and Attitude Research
The aim of these studies is to determine the reactions, attitudes and behavior forms of consumers towards the marketing combination regarding the product (i.e. product, packaging and advertising). In other words, to offer an idea and provide a different point of view to the manufacturing company regarding the use of the product by the consumer.
Product Testing
These tests are a method used in “new product development”, “current products” and in “changes to current products”. The aim of product testing is to see the approach of “current consumers”, “competitor consumers” or “potential consumers” to the product. The aim is the evaluation and determination of “strong” and “weak” aspects of the product by the consumers and the production of needs and recommendations accordingly.
Package, Name and Packaging Tests
Studying the impression the brand and the logo a product will carry when launched, how much they can represent the product, how easy it is to pronounce, their memorability, distinctiveness compared to other brands and ability to attract attention are very important.
Similarly, packaging, graphic design, color, size, being convincing for purchasing, benefits to the brand and product image, practicality and distinctiveness criteria must be tested by the consumers.
Concept Tests
Concept tests are a method that is used to determine the “communication method” of a new or improved product and to measure the “trial potential” of the product.
Segmentation and Profiling Studies;
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Lights the way for reaching consumers most effectively and accuraty by examining their demographic, socio-psychological etc. characteristics in detail.
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By classifying the consumers, it helps to see how many different groups of consumers we have.
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It helps us to determine how to approach each segment, and adress who, how and in which medium.
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By determining the points of distinction between the needs of each group, it helps us to plan our marketing strageties, advertising and presentation activities according to the needs of these groups.