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LG1 Custard Factory, Gibb Street
Birmingham, B9 4AT
UK

07768 877127

Experienced qualitative research. Focusing on consumers and consumption. 

Blog

Pricing paradox

Positioning premium products in price sensitive sectors

Exploiting health and taste drivers has enabled to brands in recent studies to justify premium positionings and capture consumer interest.

Snacking and health convergence

 

 

Fast product feedback without ‘hall’ test distortion

Julian Rodway

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Tuesday afternoon in Birmingham, stopped by a lady with a clipboard outside the Odeon Cinema. She ‘fudged’ around which chocolates I eat to get me into a tacky windowless room. Here, I was presented with an upmarket chocolate (even I could recognize the brand) delivered on a tacky paper plate with a matching paper napkin; while sitting at a grubby formica topped table. At this point I was handed an iPad to record my opinions.

Now having worked at Cadbury I could appreciate that somebody had put a lot of effort and investment in making this ‘luxury’ chocolate. But sampling such a product in that environment…!

I was overwhelmed with the feeling of despair both for the research buyer and our industry. Nothing could taste good in such an unnatural, unpleasant and seedy setting.

Hence the development of ‘Worktops’ as a superior option to hall or central location tastings. These sessions take place in an accommodating hostess’s domestic kitchen, carefully selected for suitability. Consumers are pre-recruited and invited by text to show at regular intervals throughout the day. They are given a simple self-completion questionnaire which is analysed by the next day and reported either that day or the following day. ‘Worktops’ can cope with up to 60 respondents per location per day. This gives a sample which can be significant.

Simple, focused, fast and cheap as chips.

Plus, I qualitatively interview selected respondents to demonstrate key issues. This provides a concise and powerful visual summary.

So far I have undertaken Worktops on:

Coleslaw

Biscuits

Juice

Real people, real domestic environments, really fast and really useful feedback.

If you'd like to know more or see examples do not hesitate to contact me.