Product Optimization: Packaging & Pricing
- Online survey of 300 US K-12 school and district administrators
Conducted a survey utilizing discrete choice methodology (conjoint) to understand the optimal pricing range, impact of brand preferences, and relative feature priorities of a proposed new product solution in the K-12 assessment market. Discrete choice is a method that shows multiple potential product configurations at varying price points at a time, and asks respondents to select the option they would choose from among that set. The process repeats multiple times, collecting a sample from each respondent of the many possible total variations that could be configured.
The resulting dataset then feeds a model that can predict the likelihood of any one possible product configuration being chosen at any price point within the range tested.
Outcome:
Results of the study included an interactive simulator which the product marketing team used to simulate preference share of their brand vs competitive brands using different product feature capabilities and price points to simulate demand for their product. Results of the simulator mirrored very closely to real-world adoption rates at the price point selected.
Understanding Educational Buying Decisions
- In-Depth telephone interviews with K-12 District Administrators
- Webcam online focus groups with School Principals
In this study, our highly experienced researchers personally conducted hour-long in-depth interviews with Superintendents, Curriculum & Instruction Directors, and Assessment Directors to understand their district’s needs, vision, and goals, and how that informs the decisions they make when selecting educational & assessment software. rsEdge also moderated online focus group sessions with principals from across the country to gather their side of the story.
Outcome:
Results informed an initial hierarchy of needs and corresponding set of buyer groups, which was further tested quantitatively. The insights gained through this research led to a whole new understanding of market needs, as well as how our client could better influence the purchase process in their favor.
Competitive Landscape Survey: U.S. K-12 Market
- Survey of teachers, principals, and district administrators
- Included questions related to overall satisfaction, NPS, performance on KPIs
The importance of those capabilities was assessed through a sorting and ranking task designed to tease apart relative differences across a number of items that would normally be deemed ‘important’. This process led to the identification of key drivers impacting NPS, as well as an understanding of how those vary by competitor. Quadrant maps highlighting the differences in importance and satisfaction by competitor further illustrated competitive strengths and weaknesses.
Outcome
This study was then cross-referenced with buyer behavior profiles identified in other research to develop deep insight into drivers of both initial purchase and then subsequent satisfaction/loyalty with the solution over time.
Messaging Platform Awareness & Use
- Online survey of US users of messaging apps
- Identify awareness, usage, and attitudes about messaging platforms (e.g., SMS text, iMessage, Messenger, Snapchat, What’s App, etc.)
A messaging platform provider sought to learn more about its competitive marketplace within the US, to support its business objective of motivating more people to use their platform. Their goal was to not only be a preferred messaging app, but to become their customers’ preferred method of communication.
Outcome:
Unveiled perceptions of platforms’ strengths and weaknesses, along with comparative data on key factors such as Trust and Creativity. Results included perceptual maps and a gap analysis. Identified key areas to improve upon, helping to build a stronger presence and higher use rates.
New Consumer Product Market Analysis
- Multi-dimensional segmentation analysis using Latent Class Cluster Analysis (LCCA)
A major beverage manufacturer had just acquired a smaller company that offered healthy juice-based drinks. The company needed to understand the target market that comes with this new line of products, and wanted to segment that market according to differing needs and attitudes which drive consumers to choose these types of beverages.
At first, they hired a consulting agency that is well known in the food & beverage industry to conduct this research. However, they soon learned that not everyone truly understands how to conduct effective market research, particularly with a relatively complex methodology such as segmentation.
Outcome:
We came to the rescue. The analysis was reworked entirely to develop a multidimensional segmentation solution that was clearly based on differentiated needs and choice/selection drivers.
In order to develop this solution, rsEdge researchers worked closely with the client to understand typical industry selection drivers and attitudes, and re-organize the survey inputs into a logical set of hypothetical dimensions that might drive differing segments of consumers. From there we used an objective, statistics-based approach to derive dozens of statistically meaningful possible solutions before choosing a final taxonomy.
