The following pages cover some of the areas we work in. If it isn’t covered, it doesn’t mean we can’t get you the answer.
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If you are familiar with this term, then you understand the importance of this type of research and the effort and expertise required to conduct such a study.
We have gained that expertise over years working in the automotive markets around the world. For those who want to know more, then it’s usually best explained face to face, but in essence:
Clinics are usually used to assess new product designs and concepts in a secure environment. Manufacturers entrust their prototype products to us for assessment by potential customers. We carefully screen and select people to attend an event where our client’s product is assessed, usually alongside the competition. The detail of each clinic is unique; but usually comprises some form of quantitative assessment (ie sizable samples of people assessing the products by tailored questionnaires) and also qualitative discussion; where select groups are guided by a moderator through the details of the product and discussed.
Over the years marketeers, designers, advertisers, engineers and planners have all benefited from a detailed understanding of the customers’ reaction. This enables fine-tuning a design, development of a campaign or simply being able to relax in the knowledge that your product meets the demanding standards of future buyers.
If products are new or secret, security is high, and in the 20 years of conducting clinics around the world, we have never had a security breach.
We also run current product clinics, allowing new market entrant evaluation just after launch, so you can compare your current product with the latest entrant. These clinics are ideal for getting quick feedback on new products and don’t need the same level of secrecy.
Central location tests
Sometimes clients have products or ideas they want testing without the need for secrecy.
It may be that the idea or product needs to be explained, or there are simply not enough to be distributed to our network of face to face interviewers. In such cases we conduct Central Location Tests (CLTs). CLTs can be conducted anywhere where there is a sufficiently sized venue for the project objectives. We’re often taking products to city centres and renting indoor space such as a conference centre or empty warehouse/offices and inviting people to view products or explain services and ideas. CLTs can be like roadshows, going from location to location over a few days or weeks.
Where a CLT might help:
Comparison of crash helmet designs, where one needs a large number of riders of different loyalties and demands to assess what it is they like and dislike. This type of study can’t be done on the web or by phone, and you can’t ask interviewers to go onto the streets with an assortment of lids to show people. So asking 100s of people to come to you is easier. We recruit in the area a couple of weeks before the CLT giving people set times and dates on which to come. In return we offer them the chance to make a contribution to the development process and we usually give them a token of appreciation. These studies are a highly effective way of receiving feedback fairly quickly at a reasonable price.
Researching at national shows is a relatively inexpensive way to conduct a study.
It is also an ideal opportunity to test reactions to new product launches or conduct comparisons with other manufacturer offerings. Studies can be bespoke or you can join a syndicated project where there is a set core questionnaire, with the opportunity to add your own questions. Costs are shared among the syndicate, therefore making this a very affordable way to conduct research.
With thousands of visitors (and potential customers) able to assess the latest products, it’s an ideal opportunity to gather feedback.
Event research can also be used at a corporate as well as customer level, tapping into the thoughts of the trade.
Although far from exhaustive, here’s some of what we can do for the motorcycle and scooter world:
Accessory testing. Is your newly designed luggage really an improvement or could it be better?
Advertising development, tracking & effectiveness. Is your approach right, will it connect with the target audience?
Brand identity. What type of image does your brand have and how can you develop this?
Clothing testing. Does it have enough pockets in the right places?
Concept development. It’s a great idea on paper, how will it translate into real world functionality?
Dealer satisfaction. Are the dealers providing the right level of service for customers?
Design studies. Will future trends be welcomed?
Expert interviews. Allow us to speak impartially to the opinion formers and leaders in the industry.
Market sizing. What is the future for the supersports market?
Model comparisons. Real world side-by-side comparisons of like-for-like. Why choose one over another?
New product design. Will your design stand the test in the real world?
Opinion & attitudinal studies. What are riders current concerns and attitudes, does a rider ‘think’ differently?
Satisfaction studies. Monitoring customer satisfaction with products and services.
Stand assessment. Has the effort spent on displaying at a national show paid off?
Technical assessments. Do riders use their multi-mode ‘performance’ switches as they were intended?
Total communication effectiveness. Are you consistent with your messages? Does your company have an identity?
Web-site evaluation and usability studies. What do people want from your web-site, does it deliver?