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Department of Advertising and Research
CMRD enables clients to create, to fine-tune and to give an edge to their own brands, products, and services through, · CONCEPT TESTING · BRAND MOMENTUM ASSESSMENT AND TRACKING · MARKET SEGMENTATION · ADVERTISING PRE-TESTING AND EVALUATION · RESEARCHING, UNDERSTANDING AND ENHANCING EMPLOYEE TO PUBLIC COMMUNICATION CONCEPT TESTING Launching a new product or service offering, positioning of the brand, or campaigning for the corporate image can be an expensive and time-consuming proposition. For a moderate investment, concept testing reveals whether the product, service, position or image appeals to its target market. This evaluation will provide critical insight into methods for increasing market acceptance and will potentially save the company the cost of an unsuccessful roll-out. A concept testing involves · Creating a statement of the benefits of the product, service or image · Description of the statement that encapsulates the primary benefits · Adding ideas to the primary benefits that the company wishes to convey. Top This conceptual statement serves as the foundation for either quantitative or qualitative evaluations, in which potential customers provide feedback on a number of issues. Typical issues for exploration include acceptance of the concept and opinions regarding its uniqueness and believability. This research includes screening a number of statements in order to identify concepts worthy of further consideration. Concept screening is appropriate early in the development process before substantial resources have been committed to a particular product or position. Near the end of the development cycle, concept testing may focus on optimizing a specific offering, rather than winnowing several competing concepts. Such research often incorporates trade-off and pricing analyses to value various aspects of the concept, when appropriate. CMRD supplements this standard approach with our unique methodology to provide technology clients with the necessary perspective for their concepts to succeed. From the earliest to latest stages of development, CMRD is equipped to apply distinctive research tools and analysis to your concept evaluation. BRAND MOMENTUM ASSESSMENT AND TRACKING Technology markets follow rules that don't always apply to old economy products and services. When a consumer buys a washing machine, do they have to worry about what brand of laundry detergent will work with this machine, or whether it's CEO has a vision for the industry's future? Probably not. But these are the very issues that define success or failure for emerging technology brands; issues that are measured and addressed by Centre for Management Research and Development. If you need to understand a brand's position in a high-tech category, why would you use a tracking methodology that treats PCs and CRM the same as washing machines? CMRD - Group knows what it takes for technology brands to succeed, and we have created a unique tracking methodology that reflects this understanding. In our model, brands are judged by more than their awareness level or product affinity to customers. In addition to traditional brand tracking measures, CMRD tracks six distinct dimensions of product or service leadership that determine a brand's position in its category, as well as its ability to drive future purchase consideration and stock market investment. Other tracking studies show brands their relative market position, but offer no guidance as to what actions can be taken to improve this position. Instead of leaving clients to sort through cross-tabs, we leverage our industry expertise and present clients with actionable conclusions derived from tracking data. Using the six dimensions of leadership, CMRD is uniquely capable to help companies position their brand for future success. Top MARKET SEGMENTATION Very few brands appeal uniformly to the mass market. Strategic marketing initiatives require identifying customers who share similar characteristics and leveraging a brand identity that is most appropriate for desirable subgroups. Market segmentation is a research tool that relies upon characteristics, such as customer attitudes and perceptions, feature preferences and needs, or corporate classification schemes to identify homogenous targets that are critical to building and maintaining brand leadership. CMRD employs a variety of qualitative and quantitative methods to obtain actionable segmentation results. Our clients often have a priori (pre-defined) markets that drive their internal brand development efforts, and this information can serve as the foundation for segmentation analysis. In CMRD experience, a priori segments seldom capture the most valuable market opportunities, but may serve as a basis for further segmentation, or as an integral component for profiling alternative solutions. Attitudinal and preference data capture subtleties that categorical generalizations often miss. Such data can produce powerful segments either on the basis of their observed structure or their relationship to a variable of interest (such as purchase intent). In this era of massive transactional databases and instantaneous customer relationship management, some might believe that one-to-one marketing replaces the need for market segmentation. On the contrary, traditional segmentation analysis is more valuable than ever in this context. The ability to integrate click stream and purchasing data is indeed powerful, but it fails to provide insight beyond the pure functionality of the transactional experience. Such information must be mated to a traditional segmentation analysis for a brand to fully understand the motivations and needs of current customers, as well as those who lie beyond the scope of the brand's current database. ADVERTISING PRE-TESTING AND EVALUATION In the wake of numerous dot.com failures and their spectacular advertising blunders, it is clear that advertising must be about more than building awareness. If advertising is not part of an overall branding strategy, then it is unlikely to generate long-term brand equity. Traditional pre-post advertising evaluation and brand tracking tools focus on how an advertising campaign affects brand awareness and how well its message resonates with consumers. CMRD takes this evaluation further to combine it with the brand's overall presence in the marketplace. Our advertising evaluation helps determine how well your message builds upon fundamental brand positions. Generating brand awareness is simply not enough to succeed in technology markets. Is advertising failing to convey your brand's strengths, or does your brand simply lacks an identity to be conveyed? CMRD Group can answer this question through pre-testing your campaigns with your target audience, completing systematic advertising evaluation and, in either case, help you come up with an effective solution. Top RESEARCHING, UNDERSTANDING AND ENHANCING EMPLOYEE TO PUBLIC COMMUNICATION If you cannot successfully position a company or a product or service to its employees, how can you expect to position it to your customers? Companies have constituencies other than clients or potential customers that have a profound impact on their fortunes. One of the most important, and often overlooked, is the company's own employee base in advertising efforts. These individuals are closer to the brand's public than any client, and their internal satisfaction and dedication are critical to driving external success. Employee research is about understanding your brand from the inside, which in turn determines how the brand appears to those on the outside. Employees present opportunities and risks unlike those presented by most other research audiences. Since the entire audience is known and readily accessible, it is tempting to flood employees with inquiries. But employees are also more sensitive to research than are most respondents, and such efforts must be handled carefully. Collecting personal information from employees might foster suspicion and mistrust, while broader research topics may be interpreted as de facto policy changes, or otherwise generate corporate confusion. These characteristics make employee research a delicate, but powerful, area for research. CMRD is sensitive to these issues and has successfully implemented a variety of employee research initiatives. Whether the situation calls for a straightforward employee satisfaction analysis or an innovative approach to optimizing compensation packages, CMRD has the experience and skills to deliver powerful findings while maintaining the trust and cooperation of employees. RELATED LINKS · Department of Strategic Marketing Management Consulting · Department of Public Relations and Affairs · Department of Interim Turnaround Management · Department of Market Analysis and Research · Department of Consumer Behaviour Research and Studies · Department of Advertising and Research · Department of Fashion Designing & Garment Consulting · Department of International Management · Department of Industrial Organisation Management · Department of Public Health and Advocacy · Department of Social Research & Consultancy · Department of Economics & Statistic · Department of Political Science and Public Administration · Department of Philosophy & Psychology Top
CMRD enables clients to create, to fine-tune and to give an edge to their own brands, products, and services through,
CONCEPT TESTING
Launching a new product or service offering, positioning of the brand, or campaigning for the corporate image can be an expensive and time-consuming proposition. For a moderate investment, concept testing reveals whether the product, service, position or image appeals to its target market. This evaluation will provide critical insight into methods for increasing market acceptance and will potentially save the company the cost of an unsuccessful roll-out. A concept testing involves
Top
This conceptual statement serves as the foundation for either quantitative or qualitative evaluations, in which potential customers provide feedback on a number of issues. Typical issues for exploration include acceptance of the concept and opinions regarding its uniqueness and believability. This research includes screening a number of statements in order to identify concepts worthy of further consideration. Concept screening is appropriate early in the development process before substantial resources have been committed to a particular product or position. Near the end of the development cycle, concept testing may focus on optimizing a specific offering, rather than winnowing several competing concepts. Such research often incorporates trade-off and pricing analyses to value various aspects of the concept, when appropriate. CMRD supplements this standard approach with our unique methodology to provide technology clients with the necessary perspective for their concepts to succeed. From the earliest to latest stages of development, CMRD is equipped to apply distinctive research tools and analysis to your concept evaluation. BRAND MOMENTUM ASSESSMENT AND TRACKING Technology markets follow rules that don't always apply to old economy products and services. When a consumer buys a washing machine, do they have to worry about what brand of laundry detergent will work with this machine, or whether it's CEO has a vision for the industry's future? Probably not. But these are the very issues that define success or failure for emerging technology brands; issues that are measured and addressed by Centre for Management Research and Development. If you need to understand a brand's position in a high-tech category, why would you use a tracking methodology that treats PCs and CRM the same as washing machines? CMRD - Group knows what it takes for technology brands to succeed, and we have created a unique tracking methodology that reflects this understanding. In our model, brands are judged by more than their awareness level or product affinity to customers. In addition to traditional brand tracking measures, CMRD tracks six distinct dimensions of product or service leadership that determine a brand's position in its category, as well as its ability to drive future purchase consideration and stock market investment. Other tracking studies show brands their relative market position, but offer no guidance as to what actions can be taken to improve this position. Instead of leaving clients to sort through cross-tabs, we leverage our industry expertise and present clients with actionable conclusions derived from tracking data. Using the six dimensions of leadership, CMRD is uniquely capable to help companies position their brand for future success.
MARKET SEGMENTATION Very few brands appeal uniformly to the mass market. Strategic marketing initiatives require identifying customers who share similar characteristics and leveraging a brand identity that is most appropriate for desirable subgroups. Market segmentation is a research tool that relies upon characteristics, such as customer attitudes and perceptions, feature preferences and needs, or corporate classification schemes to identify homogenous targets that are critical to building and maintaining brand leadership. CMRD employs a variety of qualitative and quantitative methods to obtain actionable segmentation results. Our clients often have a priori (pre-defined) markets that drive their internal brand development efforts, and this information can serve as the foundation for segmentation analysis. In CMRD experience, a priori segments seldom capture the most valuable market opportunities, but may serve as a basis for further segmentation, or as an integral component for profiling alternative solutions. Attitudinal and preference data capture subtleties that categorical generalizations often miss. Such data can produce powerful segments either on the basis of their observed structure or their relationship to a variable of interest (such as purchase intent). In this era of massive transactional databases and instantaneous customer relationship management, some might believe that one-to-one marketing replaces the need for market segmentation. On the contrary, traditional segmentation analysis is more valuable than ever in this context. The ability to integrate click stream and purchasing data is indeed powerful, but it fails to provide insight beyond the pure functionality of the transactional experience. Such information must be mated to a traditional segmentation analysis for a brand to fully understand the motivations and needs of current customers, as well as those who lie beyond the scope of the brand's current database. ADVERTISING PRE-TESTING AND EVALUATION In the wake of numerous dot.com failures and their spectacular advertising blunders, it is clear that advertising must be about more than building awareness. If advertising is not part of an overall branding strategy, then it is unlikely to generate long-term brand equity. Traditional pre-post advertising evaluation and brand tracking tools focus on how an advertising campaign affects brand awareness and how well its message resonates with consumers. CMRD takes this evaluation further to combine it with the brand's overall presence in the marketplace. Our advertising evaluation helps determine how well your message builds upon fundamental brand positions. Generating brand awareness is simply not enough to succeed in technology markets. Is advertising failing to convey your brand's strengths, or does your brand simply lacks an identity to be conveyed? CMRD Group can answer this question through pre-testing your campaigns with your target audience, completing systematic advertising evaluation and, in either case, help you come up with an effective solution.
RESEARCHING, UNDERSTANDING AND ENHANCING EMPLOYEE TO PUBLIC COMMUNICATION If you cannot successfully position a company or a product or service to its employees, how can you expect to position it to your customers? Companies have constituencies other than clients or potential customers that have a profound impact on their fortunes. One of the most important, and often overlooked, is the company's own employee base in advertising efforts. These individuals are closer to the brand's public than any client, and their internal satisfaction and dedication are critical to driving external success. Employee research is about understanding your brand from the inside, which in turn determines how the brand appears to those on the outside. Employees present opportunities and risks unlike those presented by most other research audiences. Since the entire audience is known and readily accessible, it is tempting to flood employees with inquiries. But employees are also more sensitive to research than are most respondents, and such efforts must be handled carefully. Collecting personal information from employees might foster suspicion and mistrust, while broader research topics may be interpreted as de facto policy changes, or otherwise generate corporate confusion. These characteristics make employee research a delicate, but powerful, area for research. CMRD is sensitive to these issues and has successfully implemented a variety of employee research initiatives. Whether the situation calls for a straightforward employee satisfaction analysis or an innovative approach to optimizing compensation packages, CMRD has the experience and skills to deliver powerful findings while maintaining the trust and cooperation of employees.
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