Basis of our practical recommendations: Many years of consulting experience and scientific research expertise

Market Research

We are a manufactory. Our approaches are tailor-made, well thought-out and scientifically proven. We have extensive methodological expertise at our disposal: Only the input for your business case is of relevance to us. Our roots lie in the field of quantitative market research; we are excellent statisticians. Likewise, we have a very capable qualitative department – qualitative nuances enrich each of our studies.

Quantitative Market Research

Innovation test

Our innovation tests pursue the basic objectives of selecting and prioritizing customer-centric concepts and generating additional customer insights and product diagnostics in order to manage future product development and consumer communication. Innovation is a big word in this context – ranging from careful product development to disruptive new product ideas.

In order to identify an ideal concept, the following three test steps have to be considered:

Idea Screening: Quantitative rapid test at an early stage based on verbal concepts, scribbles, renderings etc. for identifying the most promising concepts from a range of alternatives. The core of idea screening is the highlighting tool, which, similar to qualitative analyses, prompts the respondents to mark the interesting points in a verbal concept in order to evaluate them in the next step.
Concept Testing: Intensive evaluation of the most promising concepts in order to identify a winning concept. For this we use a STOP-HOLD-CLOSE approach with integrated Value Anchor™ with the aim of optimizing the PoS performance along the following dimensions:
- Pack design: Maximum attention and recognition effect
- Product concept: Keeping interest at a second glance, readiness to deal with the product in detail
- Value Perception and price positioning: Value Anchor™ for the identification of price ranges and for determining the purchase intention conceptually
Launch Simulation: Analysis for the identification of the optimal portfolio and price architecture via conjoint. This enables a reliable quantification of the potential of different portfolio options. In addition, the optimal price architecture and pack size in the competitive environment can be determined in order to ascertain the most profitable prices and make sales forecasts (portfolioshare/ marketshare/ volume/ revenue). For this we use the latest generation of conjoint algorithms with a predictive accuracy of 90% and higher.

Volume forecast for new launches

For the valid estimation of volume changes due to price adjustments or new product launches, the choice based conjoint analysis is the appropriate method. It combines a special query methodology with a specific analysis method. The two main components are the collection of consumer preferences – the respondent sequentially makes several purchase decisions using a virtual supermarket shelf – and the calibration of the preference values to the conditions of the current market using panel data. Our conjoint algorithms are scientifically proven and achieve a predictive accuracy of 90% and higher.

Product and portfolio optimization via conjoint analyses

Reliable quantification of the potential of different price and/ or portfolio options in the competitive environment, e.g. to identify the most profitable prices or to determine the optimal product configuration and sales forecasts (portfolioshare/ marketshare/ volume/ revenue). We use scientifically validated conjoint algorithms of the third generation (integrated model consisting of a conjoint approach and current market data) with a predictive accuracy of 90% and higher.

Advantages:

Optimal product configuration

Testing of alternative features and feature combinations (pack design, sensory design, accessories/ accessory packages, etc.)

Optimum feature communikation

Optimization of claims and promotions
Comprehension and attractiveness of additional values / benefits, add-ons
Resonance of reasons why

Optimal price

for both current and new products in the competitive environment (interactions, sourcing, cannibalization)
Willingness to pay and price ranges
Test of promotion price strategies
Validation of channel-specific price scenarios (retail, discount, online, etc.)
Optimization of pack size-price architectures
Modeling of distribution levels, communication and media spendings

Pricing

We are specialists for price/ volume optimizations from simple to complex portfolios with regard to the identification of price margins and price acceptances for the optimal strategic alignment of the portfolio. To answer these questions we developed a series of highly specific tools that are far superior to customary methods, including

ValueAnchor™
LeverAct
smartSim™

Reach optimization via TURF analyses

TURF stands for Total Unduplicated Reach & Frequency Analysis and is a multivariate, statistical method for the identification of range-optimized variety portfolios. From a number of given varieties or categories, the TURF analysis can identify those which, in combination, lead to the maximum net consumer range. Central tasks are the identification of cannibalizations and the minimization of intersections.

Usage & Attitude Studies

In our U&A studies statistical methods of the latest generation are applied. Besides the standard methods (hierarchical cluster analysis and cluster center analysis) we validate the segments by probabilistic cluster analyses, which results in a segmentation with maximum selectivity. Segments provide a reliable statistical basis for aligning marketing and sales activities directly with the needs of the target groups. The results allow a complete overview, not only of existing segments and their decision structure, but also of general market structures and decision heuristics in the market and thus offer a completely reliable basis for the derivation of measures for product development, communication and sales.
In addition, we have a rapid screening tool at our disposal that detects identified target segments quickly and reliably in order to address them specifically or to test new products or concepts with them.

Brand health trackings and driver analyses

smartcon conducts a variety of brand health trackings (collection of brand funnel data in the B2B and B2C sector) and routinely calculates driver analyses, which not only show how strong an indicator affects the next funnel level, but also which indicators drive customers as far as possible through the funnel.

The objective of the analysis is to explore the image facets and their influence on different brands: Where are similarities and differences between the brands?

Evaluation of customer and employee satisfaction

Through our scientifically validated and field-proven concept for measuring and increasing customer and/ or employee satisfaction, you will find out where the strongest levers are and can act accordingly. We offer both ad-hoc surveys and continuous listening as alternative data collection methods via online or offline questionnaires. The obtained results form a reliable information basis for the derivation of effective sets of measures.

Ad-hoc survey (e. g. anually, every 2nd year, …):
Statistically secured cause analysis with resulting clear practical recommendations

Continuous Listening (e. g. “One question every week“-principle, fortnightly, …):
A continuous evaluation of satisfaction and up-to-date results in real time allow you to act exactly when there is a need to intervene.
Further advantages: Significantly increased willingness to participate, elimination of seasonal effects and cultural significance: The employees’ voices are always heard.

Qualitative Market Research

Our qualitative projects strictly follow the “consumer in situ” principle. Consequently, our explorations always take place against the background of the explicit usage situation, because attitudes and needs are varying in intensity even within the same product category, depending on the situation. Therefore, in our qualitative projects we do not only explore the respective repertoire of needs, attitudes and different perceptual dimensions, but also indicate how these may vary depending on the usage and/ or purchase situation. Our moderators have pertinent and cross-category experience as well as a clear view of the respective business case. We are able to draw on studios in over 40 countries.

Qualitative research in profossional test studios

Not only to substantiate our quantitative analyses, we need qualitative input at various points as a basis for a better understanding of the potential of new ideas and approaches. That is why we esteem and apply the entire spectrum of qualitative methodology. Depending on the task at hand, we utilize elements of classical prototyping and usability testing, classical applications for concept evaluation right up to in-depth psychological research into causes and needs.

For this purpose the following methods are used:

Focus groups and triads
Focus groups are discussion sessions moderated by a qualitative market research expert (psychologist). The participants are invited to the these sessions on the basis of a previously defined target group profile. The focus groups are conducted in professional market research studios with suitable premises and technical equipment. The discussion is based on a previously drafted and approved thematic guide. Nevertheless, it is open and agile so as to explore topics in different directions and to be able to pursue new aspects as well as additional questions and perspectives arising in the discussion. Customers have the opportunity to follow the discussion live from a separate observation room.
Agile consumer feedback: 3C workshop
The 3C workshop combines the input of clients, creatives and customers during an agile research process. In an iterative process, customer-centric product designs or communication concepts are developed and successively optimized. The findings of a customer session are immediately converted into modified stimuli and inserted into the next customer session. The “creative short circuit” of development and feedback processes, which would otherwise take place successively, accelerates the entire process. You will receive sophisticated customer-centric concepts in just 3 days.
In-depth interviews (IDIs)
IDIs are in-depth interviews with a single test participant. A relaxed conversational atmosphere and the appreciation conveyed by the moderator enable the interviewee to address individual emotions and sensitive topics. Such one-on-one sessions with an open discussion allow to explore and to understand the individually relevant patterns of attitudes, preferences and reactions and are therefore ideal for observing and experiencing “the People’s Voice” first-hand.

Consumer in situ

Qualitative research in the context of local research, e.g:

In-Home Interviews
This refers to IDIs that take place at the test participants’ homes in order to create a confidential atmosphere and to gain insights into their everyday life, which could otherwise only be theoretically explored in a studio situation. It is thus possible to address certain aspects and specific characteristics that stand out within the premises, and products and their usage can be presented and demonstrated on the spot.
Shop-alongs
For a shop-along, an interviewer accompanies a consumer as he searches for items, makes purchases and asks questions. Shop-alongs are an excellent way to capture real-time, instant, and point-of-purchase feedback.
Consumer Safaris
Some questions are best asked in the consumers’ own home. This allows the consumer to show exactly how his routine works, where items are stored, etc. and we get a concrete impression of the respective lifestyle. An elaborate method that is particularly worthwhile for specific questions and always leads to an immense quantity of information for our customers.

Marketing Consulting

We offer our customers advice based on empirical facts and follow a strict customer-centric approach. The data resulting from the explorations are converted into real insights, which form the basis for the identification of alternative strategic options. Our experts have many years of cross-category experience in both national and international contexts. Our project languages are English and German.

HR Excellence

The main drivers of market success are satisfied employees and an efficient leadership. In the division of HR excellence, we therefore provide support in areas such as employee satisfaction, derivation of sets of measures for critical issues in the corporate environment and further development of executives.

Employee satisfaction

Our scientifically proven evaluations of employee satisfaction cover the following dimensions by default: Overall satisfaction, recommendation, comparison with other employers, commitment to the organization (emotional attachment, identification with corporate principles, considerations regarding change of employer), working conditions, collaboration with colleagues, personnel management as well as perspectives and development opportunities within the company. Individual topics can be integrated flexibly and existing survey approaches can effortlessly be adopted and updated without data discontinuity. As an option, we offer a workshop for the coordination of possible individual advisory contents with our experts.

Deep Dive

Within the framework of an employee-centric approach, the deep dive tackles critical topics for which sets of measures are to be elaborated. In the form of the well-tried concept of group discussions, solution areas are considered together with the employees and solution approaches are developed further. This generates an empirical validation of the measures from the employee’s perspective, a ‘buy-in’ by managers and employees as well as a lasting commitment to the organization.

360° evaluation

360° evaluation means our scientifically validated and field-proven proven approach for the further development of managers and leadership competencies. To this end, we use the principle of transformational leadership competence to bring about changes in behaviour and awareness among employees and colleagues, with the aim of conveying enthusiasm and confidence and creating a feeling of pride and appreciation. The following dimensions are mirrored by all participants: Exemplary function, objectives and perspectives, learning ability and support, communication and fairness, result orientation, entrepreneurial attitude and implementation strength. The analysis shows the need for change in those areas where evaluations are poor or discrepancies exist between self-image and external image. The anonymity of the feedback providers is completely preserved, whereby a flexible data collection methodology ensures the input.

Talk to us.

Do you have any questions about our services and would like to know more about us? Give us a call.

+49 (0) 61 31 – 945 19 – 0
(Mondays to Fridays 9 am to 6 pm)

Basis of our practical recommendations: Many years of consulting experience and scientific research expertise