Date: February 5, 2012
Client: Amplex Consumer Products
Team / Individual: Individual
The Takeaway: Amplex Consumer Products wanted to explore consumer attitudes and behaviors regarding bathroom tissue as well as to evaluate the marketing mix for a new line of toilet paper. Because comparison advertising would be utilized to distinguish Amplex from its competitors, my recommendations have outlined the best consumer testing strategy which would effectively lay out the fairest and most accurate data regarding consumer usage and perceptions toward the brand's new product.
The full text may be seen below.
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(1) PROBLEM: The problem is to create a product testing method which analyzes the effectiveness of the regional rollout of ACP’s Super Ultra Bathroom Tissue so that Amplex may become a contender in the bath tissue category.
(2) CRITICALFACTORS:(1) Research and development budget ($317 million per year), (2) Pressure to make a strong comparative advertising claim regarding softness against major competitors already known for that claim, (3) Choice between two very different research methodologies, (4) Nature of the product category, (5) Testing under actual use conditions in investigating the product’s softness, (6) Sample selection (group homogeneity, group size, recruitment, compensation), (7) Verification of participant eligibility and analysis of data for logical relationships, (8) Physical environment in which testing will occur, (9) Duration of the product testing procedures, (10) Interaction or lack ofinteraction between moderator and participant.
(3) ALTERNATIVES: (1) Choose Firm A’s research methodology which utilizes in-home testing procedures and an independent validatingservice. PRO: Double blind interviewing ensures that participants and interviewers would not bias the study in some way (2) . Products would be tested in the privacy of a participant’s home in the nature of the product’s intended use for a period of two weeks (4, 5, 7, 9) . A representative sample from 8 various regional metro areas would be drawn from relevant consumers in shopping malls, with 325 interviews conducted for every product comparison (6) . An independent validating service would ensure participant eligibility and accurate data analysis (7) . Interaction with a researcher entails a single telephone call at the end of the trial period which asks for the tester’s clear, definitive statement as to which product is softest (10) . CON: The independent validating service and high monetary compensation are additional expenses; the study spans 8 metro areas across the US which can be costly; this choice is the more expensive between the two research firms (1, 3) . The frequency and nature of product use may vary for each individual so this may be difficult to track if product testing occurs in the individuals’ private homes (4, 5, 8) .
(2) Choose Firm B’s research methodology which entails on-site sensory comparison testing and an interview with a moderator. PRO: Centrally located studies held in malls ensure a direct response when the comparisons under examination are made at the same time (1, 2, 7) . The small monetary compensation is a reasonable incentive for participants who are already looking to spend money at the mall, and is not a large expense for Amplex (1) . 750 paired comparisons of ACP’s tissue would be tested versus each competitor, and 80% of respondents would be female due to research showing that females use bathroom tissue considerably more than males, making for an accurate and representative sample (2, 6, 7) . CON: The participants would be asked to compare softness of how the tissues feel crumpled in their hands but will not be asked to test the products as they would personally use in a bathroom setting; nerve sensations vary for different parts of the body when different products make contact with the skin (4, 5, 8) . The tests are done on-site, and continued testing is not allowed, so a thoroughly analyzed decision by the participant is not possible and may not yield accurate data (7, 9) .Only 15% of interviews would be verified, therefore allowing a large margin oferror in participant eligibility and data analysis (7) . Flowing interaction, which would obtain qualitative data in the interviews, may not occur because of the private nature of the product’s use which the participantmay not be comfortable disclosing; this may also be due to a participant’s own skepticism about the accuracy of the research methodology during his participation (4, 5, 10) .
(4) RECOMMENDATION: Nancy Helpert, brand manager of Super Ultra bath tissue, should choose Firm A’s research methodology and modify the approach as needed to reach a more representative sample of bathroom tissue users at a lower budget. This would allow Amplex to acquire more detailed ,accurate, and justifiable insights, which would ensure validity of the softness claim when scrutinized by other major competitors’ research experts.
(5) ADDITIONALCOMMENTS:Ms. Helpert needs to keep the needs of female consumers in mind when modifying the action plan for conducting research. The personal use of a bath tissue is normally confined to a private space, whether in the home or a public restroom stall, and it is critical that the research studies stimulate this nature. Product tests for a longer duration such as that outlined by Firm B allows participants to get accustomed to the feel of one product, almost like a control or standard, before testing a competitor’s brand for a noticeable difference. Amplex tissue should be used for a week before using the other brand for a week, and this 2-week process should be repeated for each brand. At least 75% of interviews should be verified by Firm A themselves in order to obtain an accurate majority of data. Monetary compensation may be lowered by 25% in order to entice mall shoppers to participate while still allowing Amplex to decrease research and development expenses.
Client: Amplex Consumer Products
Team / Individual: Individual
The Takeaway: Amplex Consumer Products wanted to explore consumer attitudes and behaviors regarding bathroom tissue as well as to evaluate the marketing mix for a new line of toilet paper. Because comparison advertising would be utilized to distinguish Amplex from its competitors, my recommendations have outlined the best consumer testing strategy which would effectively lay out the fairest and most accurate data regarding consumer usage and perceptions toward the brand's new product.
The full text may be seen below.
----
(1) PROBLEM: The problem is to create a product testing method which analyzes the effectiveness of the regional rollout of ACP’s Super Ultra Bathroom Tissue so that Amplex may become a contender in the bath tissue category.
(2) CRITICALFACTORS:(1) Research and development budget ($317 million per year), (2) Pressure to make a strong comparative advertising claim regarding softness against major competitors already known for that claim, (3) Choice between two very different research methodologies, (4) Nature of the product category, (5) Testing under actual use conditions in investigating the product’s softness, (6) Sample selection (group homogeneity, group size, recruitment, compensation), (7) Verification of participant eligibility and analysis of data for logical relationships, (8) Physical environment in which testing will occur, (9) Duration of the product testing procedures, (10) Interaction or lack ofinteraction between moderator and participant.
(3) ALTERNATIVES: (1) Choose Firm A’s research methodology which utilizes in-home testing procedures and an independent validatingservice. PRO: Double blind interviewing ensures that participants and interviewers would not bias the study in some way (2) . Products would be tested in the privacy of a participant’s home in the nature of the product’s intended use for a period of two weeks (4, 5, 7, 9) . A representative sample from 8 various regional metro areas would be drawn from relevant consumers in shopping malls, with 325 interviews conducted for every product comparison (6) . An independent validating service would ensure participant eligibility and accurate data analysis (7) . Interaction with a researcher entails a single telephone call at the end of the trial period which asks for the tester’s clear, definitive statement as to which product is softest (10) . CON: The independent validating service and high monetary compensation are additional expenses; the study spans 8 metro areas across the US which can be costly; this choice is the more expensive between the two research firms (1, 3) . The frequency and nature of product use may vary for each individual so this may be difficult to track if product testing occurs in the individuals’ private homes (4, 5, 8) .
(2) Choose Firm B’s research methodology which entails on-site sensory comparison testing and an interview with a moderator. PRO: Centrally located studies held in malls ensure a direct response when the comparisons under examination are made at the same time (1, 2, 7) . The small monetary compensation is a reasonable incentive for participants who are already looking to spend money at the mall, and is not a large expense for Amplex (1) . 750 paired comparisons of ACP’s tissue would be tested versus each competitor, and 80% of respondents would be female due to research showing that females use bathroom tissue considerably more than males, making for an accurate and representative sample (2, 6, 7) . CON: The participants would be asked to compare softness of how the tissues feel crumpled in their hands but will not be asked to test the products as they would personally use in a bathroom setting; nerve sensations vary for different parts of the body when different products make contact with the skin (4, 5, 8) . The tests are done on-site, and continued testing is not allowed, so a thoroughly analyzed decision by the participant is not possible and may not yield accurate data (7, 9) .Only 15% of interviews would be verified, therefore allowing a large margin oferror in participant eligibility and data analysis (7) . Flowing interaction, which would obtain qualitative data in the interviews, may not occur because of the private nature of the product’s use which the participantmay not be comfortable disclosing; this may also be due to a participant’s own skepticism about the accuracy of the research methodology during his participation (4, 5, 10) .
(4) RECOMMENDATION: Nancy Helpert, brand manager of Super Ultra bath tissue, should choose Firm A’s research methodology and modify the approach as needed to reach a more representative sample of bathroom tissue users at a lower budget. This would allow Amplex to acquire more detailed ,accurate, and justifiable insights, which would ensure validity of the softness claim when scrutinized by other major competitors’ research experts.
(5) ADDITIONALCOMMENTS:Ms. Helpert needs to keep the needs of female consumers in mind when modifying the action plan for conducting research. The personal use of a bath tissue is normally confined to a private space, whether in the home or a public restroom stall, and it is critical that the research studies stimulate this nature. Product tests for a longer duration such as that outlined by Firm B allows participants to get accustomed to the feel of one product, almost like a control or standard, before testing a competitor’s brand for a noticeable difference. Amplex tissue should be used for a week before using the other brand for a week, and this 2-week process should be repeated for each brand. At least 75% of interviews should be verified by Firm A themselves in order to obtain an accurate majority of data. Monetary compensation may be lowered by 25% in order to entice mall shoppers to participate while still allowing Amplex to decrease research and development expenses.
