BRAND / PRODUCT STUDY

These studies aim to draw up a balance sheet image of a brand / product …, measure its familiarity by the public to define its place in the market compared to the competition.

These studies also allow to:

• Determine the knowledge degree of a brand / product by the target population
• Develop the profile of people who know it.
• Set the next intended targets for its next advertising campaign
• Understand the public’s perception in relation with the brand / product
• Make a map of the current positioning of the brand / product
• Identify the strengths and weaknesses of the brand / product
• Develop an action plan to improve the visibility and ensure the adequacy of the image with the desired positioning

These tests conducted separately or in a single study / session allow identifying and measuring the perception of the study population with respect to a (new) product and its various features.

These tests allow to:

•  Know and assess the technical quality (effectiveness, safety, taste …) of a product, how it will be perceived by consumers and its commercial potential.
• Check if the product name or brand has the evocative qualities in the minds of consumers.
• Check if the graphical elements of the brand are in line with the brand identity and consumer expectations.
• Check the attractiveness of the package and if it conveys the desired image.
•  Assess the impact of price on consumer perception and their behaviors.

These tests are done through testing, expression and comparison techniques as well as projective techniques.

It is a test in which people are asked to try a product without knowing its name or brand.

This test allows to:

•  Neutralize the influence of the brand or its image during the product assessment
• Position the brand compared to its competitors
•  Know the impact of the brand’s image
• Compare the perceived image and the real image of the brand
• …

A test concept allows defining if an idea or a concept will be accepted by the target population. This kind of test is made before launching a new product.

It allows to :

• Test a new product/service before launching it on the market
• Evaluate its  acceptability by the public
• Study different alternatives
• …