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    Strategic Market Measurement, or "Listening To The Market": - Purchase Intent - Uniqueness - Believability

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    Kisholoy AntiBrahmin
    We will be working on optimizing advertisement concept generation using mathematical precision. Three project ideas are proposed: 1) Conducting a concept test and conjoint analysis to optimize a new product or service design and identify customer segments. 2) Conducting a concept test and Kano survey to fine-tune a new product or service concept based on key features. 3) Developing statements about product/brand satisfaction, determining the importance of benefits, segmenting customers, and mapping perceptions of competing products.

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    Strategic Market Measurement, or "Listening To The Market": - Purchase Intent - Uniqueness - Believability

    Uploaded by

    Kisholoy AntiBrahmin
    5 views3 pages
    We will be working on optimizing advertisement concept generation using mathematical precision. Three project ideas are proposed: 1) Conducting a concept test and conjoint analysis to optimize a new product or service design and identify customer segments. 2) Conducting a concept test and Kano survey to fine-tune a new product or service concept based on key features. 3) Developing statements about product/brand satisfaction, determining the importance of benefits, segmenting customers, and mapping perceptions of competing products.

    Original Description:

    Measurement of Market

    Original Title

    Market Measurement

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    © Attribution Non-Commercial (BY-NC)

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    We will be working on optimizing advertisement concept generation using mathematical precision. Three project ideas are proposed: 1) Conducting a concept test and conjoint analysis to optimize a new product or service design and identify customer segments. 2) Conducting a concept test and Kano survey to fine-tune a new product or service concept based on key features. 3) Developing statements about product/brand satisfaction, determining the importance of benefits, segmenting customers, and mapping perceptions of competing products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    5 views3 pages

    Strategic Market Measurement, or "Listening To The Market": - Purchase Intent - Uniqueness - Believability

    Uploaded by

    Kisholoy AntiBrahmin
    We will be working on optimizing advertisement concept generation using mathematical precision. Three project ideas are proposed: 1) Conducting a concept test and conjoint analysis to optimize a new product or service design and identify customer segments. 2) Conducting a concept test and Kano survey to fine-tune a new product or service concept based on key features. 3) Developing statements about product/brand satisfaction, determining the importance of benefits, segmenting customers, and mapping perceptions of competing products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    We will be working on ideas like these and work our way towards optimized advertisement concept generation [OACG]

    which will enable us to arrive at advertisement concepts with mathematical precision.

    Strategic Market Measurement, Listening to the Market project idea 1(Concept test + conjoint)

    or

    learn how to create, interpret and analyze a market research survey emphasis on market structure and segmentation hands-on conjoint and cluster analysis for consulting, market research careers Construct a concept test for the new product or service. Assess:
    Purchase intent Uniqueness Believability

    Optimize concept design with a conjoint test on 3-5 key attributes (price, features, brand, time-tomarket...) Analyze the benefit segments (clustering) Predict sales for best design

    project idea 2 (Concept test + Kano survey project)


    Construct a concept test for the new product or service. Assess:
    Purchase intent Uniqueness Believability Price/value

    Develop a Kano survey on 10-20 key features Fine-tune the concept with info from Kano test

    project idea 3 (Positioning / satisfaction project (how does our product / brand compare?))
    Generate statements (10-30) that capture all aspects of satisfaction relevant to your product/brand (can get this from affinity diagram in 821)
    With the survey, determine: Importance of different benefits Segmentation across benefits (using cluster an.) Perception of current products (5-10) on these benefits

    (Optionally) develop a perceptual map (using factor analysis)

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