Chicago

April 2-3, 2019

Chicago
Register Now Convince the Boss

Increasing Research Rigor with Hybrid QualQuant Survey Research

QualQuant Signals created a concept testing approach with stronger research rigor that solves market pain points and delivers results quickly. This approach dramatically expands the amount of insights gained from traditional concept testing because it:

  • Uses hybrid qual/quant questions to identify the most important concept optimizations (in addition to traditional quantitative evaluation);
  • compares overall concept performance against open white space opportunities; and
  • investigates high/low performance patterns to create best practices.

Come to this session to hear case studies, best practices and learn how we diagnose concepts that lead to increased market acceptance and quicker adoption times. Organizations such as Pepsi, Samsung and Best Buy use the hybrid qual/quant approach as a more powerful way of testing initiatives, claiming this approach:

  • Shortens research lifecycles and is cost effective compared to other methodologies;
  • reduces the chance of selecting the wrong concept or direction for development; and
  • easily determines trade-offs and identifies unmet needs to increase adoption.

This type of testing applies to products, package designs, promotions, creatives and messaging/communications.


Speakers:

More sessions

See all sessions

Culture, Codes and Cognac: How We Used Semiotics to Reinvigorate Grand Marnier’s Global Brand Assets and Enrich Mental Availability

This presentation will discuss how a global semiotic study helped Grand Marnier modernize its brand positioning by identifying the visual and symbolic “signifiers” that were most relevant in its key [...]

Details

Levels of DIY: Take Control Without Overwhelming Yourself

This is a co-presentation by Colson Steber, co-CEO, Communications for Research, and Jenny Mays, insights manager, market and customer insights, The Climate Corporation. We will be presenting the framework that [...]

Details

Deep Dive on Purchase Behavior Influencers

By 2021, it is estimated that there will be around 3.02 billion social media users around the globe, up from 2.46 billion in 2017. Social media has changed the way [...]

Details