What are the different research questions each tool answers?
What are the different research questions each tool answers?
Published on
21 September 2022
Harrigan Davenport image
Harrigan Davenport
Marketing Manager

Which research questions are addressed by each tool? This article breaks down the research questions addressed by eight different tools.


Survey Tool

Survey Tool
SURV

Fully-functional online survey tool with various question types, logic, randomisation, and reporting for unlimited number of responses and surveys.

  1. What is the age, gender, and income distribution of laundry detergent buyers?
  2. What are usages & attitudes of disinfectants category buyers?
  3. What are the XYZ brand perception & satisfaction in a competitive landscape?
  4. What do Unilever brands consumers think about the products?
  5. What are potential areas of improvement and innovation according to current users and considerers?

Monadic Test

Monadic Test
MT

Ask respondents to evaluate product concepts and digital assets one-by-one to get a read of their preferences and perceptions with various question types.

  1. Which concepts have the highest purchase intent?
  2. Which concepts are perceived as the most attractive by consumers?
  3. Which concept is considered the most premium and has the highest Willingness to Pay?
  4. What are the individual elements that respondents like, dislike or do not understand in tested concepts?
  5. What are the emotions associated with concepts?
  6. Do preferences for concepts vary according to different demographic characteristics?

Generic Conjoint

Generic Conjoint
GC

Feature and claim selection and measuring willingness to pay for features for a single product.

  1. What are the most important attributes that drive consumer preferences towards a product?
  2. What are the attribute levels that drive consumer preferences towards a product?
  3. What is the product (combination of attribute levels) the most valued by consumers?
  4. What is the Marginal Willingness To Pay – an indicative amount of money consumers are willing to pay for a particular feature?
  5. What is the distribution of preferences for different products in a competitive market?
  6. What would be the impact of changing a feature in my product on preference share and revenue projections?
  7. What is the Price Elasticity of Demand of my product? - What is the optimal price to maximise my preference share and revenue projections in a competitive landscape?

Brand Specific Conjoint

Brand-Specific Conjoint
BSC

Pricing, feature and claim selection in markets where product characteristics vary across brands, SKUs, or price tiers.

  1. What are the most important attributes that drive consumers’ preferences towards a product per brand?
  2. What are the attribute levels that drive consumer preferences towards a product per brand?
  3. What is the product (combination of attribute levels) the most valued by consumers per brand and overall?
  4. What is the distribution of preferences for different products in a competitive market?
  5. What would be the impact of changing a feature in my product on preference share and revenue projections?
  6. What is the Price Elasticity of Demand of my product? - What is the optimal price to maximise my preference share and revenue projections in a competitive landscape?

Product Variant Selector

Product Variant Selector
PVS

Identify winning product variants from up to 300 different ideas (e.g., designs, materials, bundle options) on customer appeal, fit with brand, and diagnostic questions of your choice.

  1. What is the most attractive variant idea among a set of several variant ideas?
  2. What is the best performing category of variant ideas?
  3. What are the variant ideas that are most closely associated with each other?
  4. To which brand is each variant idea most closely associated?
  5. How successful is each variant idea reaching KPIs?
  6. What consumers like/dislike about individual variant ideas?
  7. What is the range of variant ideas that would produce the highest reach/market penetration?

Claims Test

Claims Test
CT

Efficiently test up to 300 product claims on customer appeal, fit with brand, and diagnostic questions of your choice.

  1. What is the most motivating claim among a set of several claims?
  2. Which is the best performing category of claims?
  3. What are the claims that are most closely associated with each other?
  4. To which brand is each claim most closely associated?
  5. How successful is each claim reaching KPIs?
  6. What consumers like/dislike about individual variant ideas?
  7. What is the range of claims that would produce the highest reach/market penetration?

Brand-Price Trade-Off

Brand-Price Trade-Off
BPTO

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

  1. What is the optimal portfolio of current SKUs that maximises my market volume and revenue?
  2. How will market volume and revenue perform after launching a new product?
  3. From which source will the NPD volume come from?
  4. How will market volume and revenue perform after re-pricing an existing product?
  5. What are the optimal market volume and revenue- maximising prices for my products in a competitive landscape?
  6. What is the effect of awareness and advertising on the adoption of new concepts?

TURF Analysis

TURF Analysis Simulator
TURF

Conduct automated TURF analysis on results of any Conjointly experiment (or an outside dataset) using this user-friendly TURF analysis tool.

  1. What are the combinations of variants/claims/features that appeal to the largest number of potential customers?
  2. What is the individual performance of different variants/claims/features at reaching the largest number of potential customers?
  3. Which variants/claims/features are the most incremental in terms of reach?
  4. Are there any variants/claims/features that are always preferred when they are shown together?

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