ScreenPlus
A Modular Approach to Concept/Product Testing
ScreenPlus is a proven, standardized concept testing system that provides diagnostic versatility. ScreenPlus adheres to the rigorous parameters of a standardized concept testing system while offering the necessary customization on a project-by-project basis.
Depending on when ScreenPlus is employed in the new product process, its modular system allows a client to start with a basic range of concept testing evaluations, and when necessary, add additional research modules to provide enhanced diagnostics.
The ScreenPlus Foundation Module uses recognized and proven testing measures for a thorough evaluation of concept performance. Optional analytical modules can be added which use proprietary models and proven multivariate statistical techniques to produce a more comprehensive understanding of response to concepts, products and associated marketing plans. Clients can select from the Attribute Analysis, Positioning, and Product Evaluation modules. ScreenPlus is a powerful marketing tool that offers a comprehensive quantitative assessment of concepts and products.
ScreenPlus can be used for ad hoc concept evaluation or it can be developed as a system for on-going testing of all new concepts.
Hauser has a long history of helping teams develop creative, cost effective systems for Early-Stage Concept Testing systems to affordably and quickly test new ideas and compare versus norm year-after-year. Sometimes these are as simple as text-only (one or two lines) to more elaborate full-blown concepts with images. Prices start at just a few hundred dollars per rated concept, depending on program design.
ScreenPlus Modules
Foundation Module
The Foundation Module consists of basic concept testing measures that define concept performance and indicate how to improve new product ideas.
Category usage and attitudinal information is also gathered to provide thorough concept analysis. Importantly, test results are measured against the extensive ScreenPlus normative database, which consists of hundreds of concepts in HBA, household, personal care and food products.
Attribute Analysis Module
This module provides analysis that helps evaluate the effectiveness of attribute communication in stimulating purchase interest and identifies what respondents truly are taking away from concept communication.
Stated Vs. Derived Importance
The Stated Importance measure provides an understanding of how important consumers say an attribute is when choosing a brand. Attributes with high stated importance may include some of those that are meaningful in brand selection, or may be characteristics that are highly desired but do not differentiate brands.
Derived Importance is a measure of an attribute's actual impact on brand selection. It is calculated by relating differences in attribute ratings with differences in purchase interest or actual usage for several existing brands in a category. Attributes having high derived importance are those that are both highly desired and perceived as being distinctly offered by different brands.
Stated Vs. Derived Importance analysis provides a "blueprint" of the category structure that can be examined relative to concept communication goals.
Concept Attribute Delivery vs. Derived Importance
An analysis of Concept Attribute Delivery relative to Derived Importance compares the benefit communication of the test concept with category attribute derived importance. This helps to evaluate how well the concept communicates attributes that contribute to the purchase decision. It provides a guide for adjusting attribute communication to improve purchase interest.
Attribute Chain Analysis
Attribute Chain Analysis is a structured open-ended probing method designed to reveal important sub-conscious end-benefits that are linked to the rational ideas communicated in the concept.
Underlying the main concept ideas are more powerful connections that have an emotional or psychological payoff to the consumer. These subtle elements can be integrated into indirect aspects of the marketing mix (advertising scenes/models, promotional graphics/design, packaging visual/graphics/colors, etc.) and provide strong support for the main benefits being communicated.
Positioning Module
Perception and image are important components that are often overlooked at the concept testing stage. This module provides analysis that helps to identify the concept's competitive position and its perceived brand image or personality.
Competitive Perceptual Mapping
Based on ratings on a series of attributes, ScreenPlus maps competitive brands according to their perceived positions. The test concept is also mapped among its competition.
This mapping technique provides an examination of how consumers will perceive the concept brand vs. brands with which it is likely to compete. It can indicate the degree of perceived uniqueness and highlight possible source of business and cannibalization issues.
Brand Personality Analysis
Just as people have personalities, brands are also perceived as having images and personalities. Brand personality can be created for a new product through name, concept, packaging, promotion, and advertising. People tend to buy those brands they perceive as having personalities like their own. This tendency is even stronger if the personality of the brand matches that to which a consumer aspires.
ScreenPlus evaluates and then maps the concept brand personality and respondents' perception of their actual and aspirational personalities. This analysis can help determine how to position the concept brand to improve the fit of its image with the target purchase group, and to differentiate it from competition.
Product Evaluation Module
ScreenPlus provides the perfect platform for adding a product evaluation. ScreenPlus allows for a thorough examination of a product's performance on an absolute basis and relative to the concept.
Product strengths and weaknesses are measured and a thorough evaluation of concept/product fulfillment is conducted.