Whether a concept is born in a flash of inspiration or is the collaborative product of a team effort, the process of identifying the features and benefits and the alternative ways of communicating those points soon multiply the options to consider. Price points, sales offers and warranty options add to the options to consider. Motivation Map analyses can help you make those decisions and help fine tune your product by identifying which are the most motivating factors for your potential customers. And since the Motivation Map ranking engine can accommodate ranking a large number of factors, you can include the product claims from your competitors in the mix for a category perspective.
Benefit segmentation analysis gives you a picture of the range of customers in your product category in terms of the product benefits they value most; whether the customers are all similar in the benefits they view as important; or if there are clusters of customers that value subsets of those benefits. On top of that structure we view the distribution of preferred brands over those clusters. From this, you can judge if one benefit message is right for your brand or if there are separate clusters you could profitable address with targeted campaigns. A sufficient sample size for this kind of study will depend on the number of competitors in your category and the level of precision you want in the results.
Leisure lifestyle and brand preference profiling is for brands who want to understand their customers better through a profile of their leisure activities so they can better speak the language of their customers. It also serves as a check-up of your brand's performance among lifestyle clusters versus competitive brands.
Motivation Map ranking engine can display photos and graphics as well as text. It provides a quick way to screen product designs, fabric colors/patterns, and features before you invest in production. You can discreetly include competitive products and illustrations of new designs and features, and include your current styles as benchmarks for the new options. With the ability to test up to 100 styles in a single study, this is an economical way to guide your style choices for the coming season.
Price, promotional value and warranty value options cannot be tested in a direct comparison. Obviously, your customers prefer more value and lower prices. A Motivation Map ranking provides a non-obtrusive monadic structure for a price test by conducting the test within a benefits study. Each price option or value option is presented in a subset of the total study. Respondents rank the price in relationship to the range of product benefits. Each respondent sees only one price option and does not know that an objective of the study is a price test. To the respondent, the price option is just one of 30+ product attributes.
Motivation Map opinion research was created to collect "high quality" opinion data for concept testing, message testing, product style ranking, benefit segmentation and price testing. It is a choice-based adaptive survey tool to rank the appeal of up to 100 images, designs, product styles, features, benefits, messages, prices and sales offers.
What is "high quality" opinion data?
Great care must be taken in the design of opinion surveys to elicit the most unbiased response. Question type, question order and wording used in instructions and questions can have unintended effects on responses. It is human nature to take cues from early questions for how later questions should be answered, to figure out what brand or organization is sponsoring the survey and adjust answers accordingly, or to over-think questions to give intellectualized, politically correct answers. See the detailed discussion of the Seven Nemeses of Opinion Research. Read more
Motivation Map opinion research is designed to address these seven challenges to collecting unbiased opinions. The game-like visual structure of choosing among options in a Motivation Map ranking exercise elicits a gut level emotional response to rank concepts and messages. Choosing among options is the most natural of thought processes. Each of us makes thousands of such choices each day. It is how we navigate life. We don't slow down to analyze, rationalize or tweak our political correctness. Further, the game-like feel and the structure of asking respondents to only rank stimuli "that are important", reduces respondent fatigue. The result is high quality opinion data that is less affected by the pitfalls of opinion research than traditional surveys.
Even with these precautions some respondents become distracted as they take a survey. Motivation Map rank ordering is configured with two unobtrusive validity tests to detect position order bias and consistency of response to allow the researcher to identify and remove invalid answer sets from the study, removing meaningless variance from the data. The result is high quality opinion data to guide your marketing and communication decisions.