When deciding on a product/brand benefit to use as a brand proposition, what kind of research helps to ascertain whether the said benefit is a strong enough motivator for purchase and embrace?
This is in cases where the product does not have any unique feature (yet the product is as good as that of any other brand) so you have to force-fit the benefits of buying products from this brand...
Can FGDs really help calculate intention to buy? Do we have to partly follow intuition?
Is it a bit of a gamble at the end of the day?
E.g if I am a body lotion brand that repairs and softens dry skin. My product has no other promise to make. How does my ad agency find a proposition for me? Actually thats not my question. My question is how can one quantify the appeal of the benefit/proposition?
2 comments:
the way I see it - you got TWO options, and no I don't think a group is going to give u a clear indication of possible sales/ or put 8 outta 10 women thought this was awesome. ofc they did.
you could go quant and see effects on purchase intent or frequency. you could do trials or samples. you can test the appeal of the approach by talking to different sections - both consumers/ retailers / beauty experts in this case... but with the cavaet - at the end of the day there will be other factors affecting ur appeal - supply, price etc.
To answer your question, to quantify the appeal in isolation you'd to design a study that takes all factors into account - big research agencies have their own specialised tools. I used to work with a French agency, if you want any background - happy to help. usage & awareness/ PI PF scores etc. we've tested correlations and apparently they're true indicators - but it's always a debate. Richard Huntington over at adliterate is currently running a debate on this very topic!
At the end of the day, your insight must make sense. if u'r just another body lotion, what's the promise? what's the brand say? what's the look? how are you priced? what else in ur portfolio? what r the other guys saying? so more than attemping a shot the quantifiable appeal of 'soft skin' (i'd say 100% of ur TA want this) it may help to ensure that your brnad promise is big enough to deal with the lack of product innovation. that's my two cents - sorry, a bit long winded thr!!
Extremely helpful! Thanx a ton!
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