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RESEARCH MODELS

The research models that Clau Consultors use most frequently are the following:

CONCEPT & ADVERTISING TEST

The Concept & Advertising test is a qualitative research model consisting in the analysis of concepts, advertising communication, packaging and promotional actions. It uses qualitative intervention methodology: discussion groups and in-depth interviews. The participants are shown a battery of spots, communication or promotional actions which are the object of the research (up to a maximum of 8), analyzing key aspects of each one, focusing on on the likes and dislikes associated to the advertising, as well as the level of adaptation and repercussions in the global perception of the product and its possible prescription on a professional level.

Advantages

This model provides a thorough assessment of the key factors of the concept, the product, the communication and the promotional action: motivations and dislikes, adaptation to the type of product and more relevant elements, as well as repercussions of the marketing mix in the professional prescription for this type of products.

CHECKING OF SALES PROMOTION AND MATERIAL AT THE POINT OF PURCHASE

The checking of promotions and materials at the point of purchase is a check-up in situ (in the establishment/point of purchase) in order to assess and control the presence and development of promotions of products, as well as the presence at the point of purchase of the material related to the product or promotion being tested (POP advertising). Generally, this type of technique is used for food and consumer product stores, newspaper kiosks, stationery stores, hotels, financial institutions, insurance companies, motor vehicle concessionaires...

Objectives

Assess the main developmental aspects of a promotional campaign:

• Determine the presence or non presence of the product and of the advertising or promotional material.
• Detect the effect of the campaign: volume of sales of the product, distribution of the material among consumers,...
• Determine aspects to optimize related to attractiveness, impact, usefulness, awareness,...

STORE CHECK

The store-ckeck is an observation model the main goal of which is to assess the presence of products in the shelf line or point of purchase.

Objectives

Determine which products are found in the shelf line as well as detect variables such as the area, location and layout, incidence and relevance of the promotion at the point of purchase, prices and presence of other brands. It can be applied to all of the products present at the point of sale as well as to specific products. In addition, the store check provides very valuable complementary information for other types of research: Mystery Shopper, research on sales promotional actions, corporate image, as well as studies on habits and purchasing behavior, ...

MYSTERY SHOPPER

The Mystery Shopper is a technique that consists of the simulation of the purchase or the soliciting of a service with the salesman in situ (at the point of sale/establishment), carried out by a qualified team of people specialized in pseudo-purchasing. Who request, as though they were a regular customer, a series of products, services or information with the aim of assessing some previously defined variables.

Objectives and Methodology

It provides a thorough measurement of the quality of the service and consumer satisfaction. The methodology is based on participant observation techniques. A series of action points are established to obtain detailed information of the physical aspects and of the quality of the service (availability and professionalism of the employees, the attention and treatment given to the customers).

More information in the section of Satisfaction Surveys and Quality Studies.

PROGRAM OF CONSUMER SATISFACTION MEASUREMENT

The Program of Consumer Satisfaction Measurement is an information system that considers consumer satisfaction as the key element of the corporate quality strategy. It is a management tool by which the perceptions and desires of the customers are converted into tangible information. It is a continuous measurement system that provides a follow-up of the progress and the results of the improvements made according to the customer's demands.

Objectives

In addition to measuring the satisfaction of the customers for having satisfied the basic demands, it gives information about differences with respect to the competition: those elements that give added value to the product or service and that can generate competitive edges:

• Detect and measure quality key factors, from the customers' point of view.
• Determine which relationship between quality, price and image is attractive for the customer.
• Identify possible differentiation strategies of products/services.
• Establish comparisons with the competition in regards performance quality.
• Discover current strengths and weaknesses.

More information in the section of Satisfaction Surveys and Quality Studies.

HALL TEST

The Hall Test is a technique consisting of carrying out a test about a product or service, through a taste or use of it in situ: inside the home of the interviewee, in a commercial establishment,... Once the test phase is carried out, the interviewee is asked about the main likes and dislikes, opinions and meanings in connection with the tested product.

Advantages

It is one of the most suitable methodologies for reproducing with a high reliability a test and assessment of an item/service in real-life situations. The possibilities for its application are diverse depending upon the objectives to be covered.
It provides easy, fast, operation and reliable information on the main opinions, motivations and brakes associated to the tested product by reproducing a situation which is closer to a real-life one than a simple personal interview that refers to theoretical questions or depends on the memory of the interviewee, and at the same time it counteracts the biases derived from gathering information in a situation (physique and temporary) unlike the daily context in which the product is used.
In addition, it facilitates the task of administering questionnaires of a certain length, since it is conducted in optimal conditions: the appropriate place, time and the possibility of interacting when faced with specific doubts.

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CLASSROOM TEST

The classroom test is a model that develops several types of grassroots research, habits, public opinion diagnosis and topics/social, among the child, youngster and adult population, in the areas of both public and private education: elementary school, middle school, technical-professional training and university.

Advantages

It allows easy, fast and operational access to the interviewee when using the classroom group as a basis for carrying out the fieldwork and when counteracting the slants derived from gathering information in a context alien to the daily social environment of the interviewee. In addition, it makes the completion of the questionnaire of a certain length easier when having optimal conditions: the appropriate place, time and the possibility of interacting when faced with specific doubts.

MIRROR VIEWING TEST

The Mirror Viewing Test is an operational method of analysis of product concepts and advertising communication, based on qualitative methodology, used for the diagnosis and evaluation of key factors of a new concept or tested communication. It consists in Focus Groups through intensive work sessions (1 or 2 days) in which basic aspects of the concept of the product or communication are tested, followed by an analysis, with the customer's active intervention.

Advantages

It provides an efficient and operative diagnosis of the new communication or concept in minimum time which permits appropriate decision-making through a final report with conclusions and recommendations (delivered within 48 hours after its completion). Likewise it allows the information flow between the institute and the customer and, at the same time, it enables the customer to have a privileged position when actively interacting from within the research.

RESEARCH ON COMMUNICATIONAL SOCIAL STYLES (CHILD POPULATION)

The research on communicational social styles is a qualitative research, but with quantitative support, that provides an accurate picture of the evolution, at any given time, of the values scale and styles that child population perceive in the advertising, and at the same time it allows to prospect those that appear to be more pertinent in the short term.

This model is based an approach that offers the maximum flexibility in the specific design of each research on which is based and consists of two main lines of intervention:
• A general diagnosis of values that are perceived and that are demanded in connection with the communicational action as a whole and by the child audience.
• Case studies on different product sectors: toys, impulse channel, food, sport clothes and footwear,...

Objectives

Detecting which are the most relevant related life styles and behavior that emerge at any given time, as well as determining those that are maintained and remain significant.

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