Many marketing issues surround the introduction of new products. One of the challenges is identifying the right product benefits to communicate about a product. Benefit ID provides a range of information to help marketers identify, communicate and accentuate the important consumer benefits for new products and services.
• Determine which attributes have the most impact for consumers in brand selection. - Stated Importance (what people claim is important) - Derived Importance (what benefits actually impact brand selection)
• Understand how consumers relate benefits to one another so that communication is not redundant. - Factor Analysis - Correlation Analysis - TURF
A central location concept test is conducted among a client defined target group sample.
• Consumers are asked to rate an extensive list of attributes in terms of overall importance.
• Concepts that incorporate the attributes being studied are presented to respondents, one at a time and rated on the following measures: