Transcript Document

Hauser & Associates, Inc.
Capabilities Presentation
140 Route 17 North • Paramus, New Jersey 07652 • T: 201.599.9559 • www.hauserandassociates.com
Why Consider Hauser & Associates?
 We provide Research Managers with the confidence that their needs will
be met through…
Competitive Pricing
Insightful Analysis
Top Quality & Fast Delivery of Data
Creative & Flexible Design
Knowledge of your Category
Strong Reputation
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Copyright © 2009 Hauser & Associates, Inc.
Why Partner with Hauser & Associates?
Strong Reputation
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Copyright © 2009 Hauser & Associates, Inc.
Strong Reputation
Experience
Quality
High Regard
Benefits of Working with Hauser & Associates…
•
Founded in 1988, we have been partnering with companies for
over 20 years.
•
During this time we have successfully conducted research with
hundreds of consumer products and brands on a local (national)
and global basis.
•
These include a wide-range of ad-hoc projects and proprietary
services.
•
With 10 accomplished team members, Hauser & Associates has
the capacity to offer the flexibility you crave and the experience
you need.
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Strong Reputation (Cont.)
 Hauser & Associates is small enough to offer…
Great
Flexibility
Easy
Communication
Hauser &
Associates, Inc.
Personal
Attention
Quick
Response
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Strong Reputation (Cont.)
Great
Flexibility
Personal
Attention
Quick
Response
Easy
Communication
•
Ability to modify existing proprietary services, as needed.
•
Successfully and quickly adjust to unique research designs, data
collection methods, target sample, etc.
•
Ability to conform to your research systems/processes easily.
•
Can talk directly with key senior staff, including Hal Hauser, Adrienne
Schmitt, & Mike Becker in regards to any issue at anytime.
•
No matter how big or small, each project will be handled by senior staff.
•
H&A responds to RFP’s within 24 hours, same day if necessary.
•
Requests made during presentations are often met within 24 hours.
•
Senior staff has ability to make decisions quickly.
•
By talking directly to relevant team members your needs are met quickly
and stress free.
•
Always available.
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Strong Reputation (Cont.)
 Hauser & Associates clients include:
 As active members, we conduct market research, in agreement with the
recognized code of ethics established by…
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Why Partner with Hauser & Associates?
Knowledge of your Category
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Knowledge of Your Category
 Hauser & Associates has experience working with a wide-range of consumer
product categories, including:
Household
Food & Beverage
Fabric care, surface care,
home care, dishwashing, etc.
Alcohol, sports drinks, condiments,
yogurt, candy, snacks, etc.
Sensory
Automotive Care
Fragrance sniff testing, taste
testing
Conventional, high mileage, synthetic
blend, full synthetic motor oils
Fragrance & Beauty
Financial Services
Fragrance, foundation, lipstick,
face cream etc.
Credit cards, services
Home Appliances & Electronics
Pharmaceutical & Health Care
Refrigerators, washers, dishwashers,
TVs, computer monitors, etc.
Pain relievers, cold medication,
stomach medication, deodorant, etc.
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Why Partner with Hauser & Associates?
Creative & Flexible Design
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Creative & Flexible Design
Project Start: Receiving a “request for proposal (RFP)” and providing the
best possible solutions, Hauser & Associates is…
• Sensitive to design issues with regard to format, pricing, and timing. All of
these variables are taken into consideration as we design the best
methods to meet your most pressing concerns.
• Especially proud of our history of providing actionable design solutions to
complex problems. While other companies may try to fit all research
problems into cookie cutter services, we’ll design custom solutions to
answer your questions.
• Has a strong global reach that allows us to conduct multiple country
projects with a systematic and consistent approach.
 Having developed and maintained strong relationships with local
suppliers, we plan, manage and evaluate studies in virtually any
country.
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Global Scope
Hauser & Associates has in-depth experience in the
Americas, Europe and Asia.
Argentina
Australia
Brazil
Canada
France
Germany
Hungary
Italy
Japan
Mexico
U.K.
Uruguay
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Why Partner with Hauser & Associates?
Top Quality & Fast Delivery of Data
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Top Quality & Fast Delivery of Data
Project Set-Up & Data Processing: Hauser & Associates ensures the
quality of your data through…
• Use of the best and most appropriate data collection method for your
projects.
• Validation*:
 In person/Telephone Interviewing: At least 30% of every
interviewer’s work is validated to verify respondent eligibility.
 Online Interviewing: Validated via email searches to help identify
professional respondents.
 Focus Groups: Respondents are re-screened upon arrival to
facility to ensure accuracy of who we are talking to.
*
If validation problems are discovered, all interviews done by that interviewer are taken out of the sample and
replaced at our cost.
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Top Quality & Fast Delivery of Data (Cont.)
Hauser & Associates…
• Adds “check questions” to online studies to make sure respondents are
thoroughly reading questions and not just blindly answering.
• Verifies product/brand usage.
• Requires confidentiality statements to be signed by respondents in both
quantitative and qualitative work.
• Shreds all materials and stimulus at conclusion of test.
• Understands how to translate research and industry related jargon to
consumer language, which helps strengthen the quality of the end results.
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Top Quality & Fast Delivery of Data (Cont.)
Hauser & Associates…
• Creates/conducts field kits, briefings, practice interviews, and field visits
(local markets).
• Runs pilot tests if necessary.
• Ensures geographical and interviewer distribution.
• Relies on partial shipments of questionnaires to check quality and
increase the speed of the entire data collection process.
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Why Partner with Hauser & Associates?
Insightful Analysis
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Insightful Analysis
Reporting of Data: Hauser & Associates provides actionable results by…
• Ensuring that ending samples are reflective of the actual population and if
necessary adjusting for any differences with sample balancing and
weighting of data.
• Encouraging face-to-face and telephone meetings with our clients, as
often as possible to communicate consumer learning's and the impact of
our findings.
• Presenting data in a clear, concise, and useful manner.
• Always addressing and answering the business objectives.
• Providing unbiased recommendations.
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Why Partner with Hauser & Associates?
Competitive Pricing
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Competitive Pricing
Hauser & Associates strives to keep costs low by…
• Using a network of trusted partnerships and suppliers that give us the
flexibility of multiple resources to help keep costs low.
• Always delivering on proposed budget.
• Constantly exploring ways to cut costs, whether through new data
collection techniques, identifying new partners, etc.
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Sometimes It’s the Little Things…
Hauser & Associates helps to ease the stress of the entire research
process…
• Able and willing to deal with labeling and shipping requirements (i.e.
customs, special packaging, etc.).
• Un-pack and re-pack product as necessary.
• Thoroughly proof all stimulus (concepts, product, claims etc.) before
testing begins.
 Provide feedback on wording (clarity, consumer friendly, etc.)
 Provide feedback on corresponding images
 Check sample product before testing: damage, unbranded for a
blind test, etc.
• Easily work with company systems & standards to ensure consistent
quality across different markets.
• Continually communicate with and update all key contacts of a project, to
ensure that all bases are covered.
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Proprietary
Services
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Consumer Products: New Product Process
Management Strategic Direction
Market Study
Idea Generation
R&D
Concept Optimization
Concept Screening
Full Concept or Concept/Product Testing
Simulated Test Market
“Live” Test Market
National Introduction/Roll-Out
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Consumer Products: New Product Process
Management Strategic Direction
Market Study
Idea Generation
R&D
Concept
ConceptOptimization
Builder
Concept Screening
Full Concept or Concept/Product Testing
Simulated Test Market
“Live” Test Market
National Introduction/Roll-Out
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Concept Builder
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What Is Concept Builder?
A Full Proposition Conjoint Methodology
 At the early stage of concept development, there may be hundreds
or even thousands of different ways in which attributes can be
combined to form concept bundles.
 Concept Builder helps build products by identifying the optimum set
of attributes from all of these possible concept bundles.
 It is not feasible from a cost and timing point of view to test each of
the hundreds or thousands of possible concept bundles that could
result from a given set of attributes.
 Concept Builder helps solve this problem by using a computer-aided
process to simulate ratings for all of the hundreds or thousands of
possible concept bundles by using consumer purchase intent data
obtained from only a fraction of the possible bundles.
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How Does Concept Builder Work?
Benefits & Options
 During early stage concept development, key concept benefits
are identified and typically several options for each benefit are
available.
• Benefit - Any significant part of a concept: For example, Fruit
Content in a yogurt product.
• Option - Alternatives for each benefit:
Benefit
Fruit Content
Options
Completely Blended
Chunks of Fruit
Fruit on Bottom
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How Does Concept Builder Work?*
Below is a hypothetical scenario involving a yogurt drink:
•
All concept Benefits and Options are identified.
•
Every possible bundle (combination of options) is defined.
Benefits
Options
Fruit Content
Completely Blended
Chunks of Fruit
Fruit on Bottom
3x
Sweetening Properties
Contains No Artificial
Sweeteners
Contains Aspartame
Naturally Sweetened with
Fructose
3x
Calorie Content
100 Calories in 12 oz.
150 Calories in 12 oz.
200 Calories in 12 oz.
3x
Price
12 oz. $.89
12 oz. $1.09
12 oz. $1.29
3x
Fat Content
No Fat
Low Fat
NA
2x
Taste
Great tasting drink
A healthy drink
A fun drink
3x
Brand Name
Country Fresh
Mountain Fresh
NA
2=
Possible # of bundles created by these options
972
*Hypothetical scenario for demonstration purposes only.
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How Does Concept Builder Work?*
 A sub-set of these bundles is computer selected for testing
(generally 16-25).
 Sub-set of bundles is presented to target consumers for evaluation.
 Each bundle is rated for purchase intent.
Example Bundle (Images can also be added)
Country Fresh Low Fat Yogurt Drink
Introducing Country Fresh Low Fat Yogurt Drink. This great tasting
drink contains no artificial sweeteners and comes in a variety of real,
blended fruit flavors. It has only 200 calories per 12 oz. bottle.
Price: $1.29 for a 12 oz. bottle
*Hypothetical scenario for demonstration purposes only.
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Concept Builder Evaluation
Concept Builder computer model utilizes purchase intent
data to produce an analysis of:
1) Relative importance of each benefit (See slide 31).
2) Relative importance of options within each benefit (See slide 32).
3) Purchase intent score for all bundles (972) (See slide 33).
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Concept Builder Output*
1) Relative Importance of Each Benefit
(Impact on Purchase Intent)
Calorie Content
28
Taste
24
Sweetening
Properties
18
Fruit Content
14
Fat Content
9
Price
7
Brand Name
0
0
5
10
15
20
25
30
*Hypothetical data for demonstration purposes only.
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Concept Builder Output (Continued)*
2) Relative importance of options within each benefit.
Benefit
Option
%
Calorie Content
100 Calories
52
200 Calories
48
300 Calories
-
A healthy drink
48
Great tasting drink
34
A fun drink
18
Contains no artificial sweeteners
39
Naturally sweetened w/fructose
35
Contains aspartame
26
.
.
.
.
.
.
Brand Name
Country Fresh
51
Mountain Fresh
49
Taste
Sweetening Properties
*Hypothetical data for demonstration purposes only.
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Concept Builder Output (Continued)*
3) Purchase intent score for all bundles (972).
Rank
Fruit
Content
Sweetening
Properties
Calorie
Content
Price
Fat
Content
Taste
Brand Name
Top-2Box PI
1
FOB
No artificial
100
$0.89
No
Great
Country Fresh
52
2
Chunks
No artificial
100
$0.89
No
Great
Mountain Fresh
52
3
FOB
Naturally
100
$0.89
No
Great
Country Fresh
52
4
Chunks
Naturally
100
$0.89
No
Great
Mountain Fresh
52
5
Chunks
No artificial
100
$0.89
Low
Great
Country Fresh
50
6
Chunks
No artificial
100
$0.89
Low
Great
Mountain Fresh
50
7
FOB
No artificial
100
$1.09
No
Great
Country Fresh
49
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
972
Blended
Aspartame
300
$1.29
Low
Fun
Country Fresh
31
*Hypothetical data for demonstration purposes only.
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Why should I use Concept Builder?
Advantages of Concept Builder
 Identifies optimum concept bundle.
 Provides purchase intent scores for hundreds of concepts
which assists in selecting best do-able bundles.
 Shows which benefits and options have leverage in creating
purchase interest, and which do not.
 Fast and inexpensive.
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Consumer Products: New Product Process
Management Strategic Direction
Market Study
Idea Generation
R&D
Concept Optimization
Rapid Response
Concept
Screening
Full Concept or Concept/Product Testing
Simulated Test Market
“Live” Test Market
National Introduction/Roll-Out
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Copyright © 2009 Hauser & Associates, Inc.
Rapid Response
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Rapid Response
What is Rapid Response?
 Rapid Response is a flexible, multi-concept testing system that
provides you with fast quantitative concept evaluation and
qualitative feedback.
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Rapid Response
How does it work?
 Respondents are recruited to a central location and interviewed in
groups of 25.
 Several two-hour moderator-led sessions are conducted in 2+
geographically dispersed markets.
 Each respondent sees and rates the stimuli using a hand-held
electronic keypad to provide confidential, anonymous responses.
 Data from entire group is gathered and computerized
instantaneously.
 Client views sessions on-site in a comfortable private viewing room
with one-way mirror.
 Graphs showing real time question by question response are
available on monitor in room.
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Rapid Response Room Layout
Client Viewing Monitor
Client Viewing Room
Respondent Session Room
One Way
Mirror
Moderator
Respondent Viewing Screen (For
Concept Exposure)
Respondents seated with Keypads
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Rapid Response
Qualitative Follow-Up:
 A group discussion is held at conclusion of interview.
 Results of quantitative research are used to formulate
questions (e.g., concept likes, dislikes, areas of confusion,
suggestions for improvements).
Advantages of Rapid Response:
 Graphical quantitative data for each session printed out on
the spot.
 Topline available one to three business days after end of
fieldwork.
 Final results including a full report with sub-group detail and
qualitative findings are available two weeks after topline.
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e
Rapid Response
What is e Rapid Response?

e
Rapid Response replicates standard Rapid Response on the Internet.
How does e Rapid Response work?
 Respondents are pre-recruited using an Internet panel.
 In addition to target screening, consumers are screened for technical
competence and appropriate home computer hardware and software.
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How does e Rapid Response work?
Quantitative Evaluation:
 We recruit 150 consumers to take part in two quantitative sessions
(75 per session), one on each of two consecutive days.
 Each respondent individually logs onto our secure site and rates
your concepts/stimulus using an online survey. Consumers may
provide answers over a five hour period, in the earlier part of the
day.
 During these sessions respondents are randomly exposed to your
concepts and rate each one using a series of standard measures.
 The interview is approximately 90 questions.
 You are provided with total results immediately after the session is
complete.
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How does e Rapid Response work?
Qualitative Follow-Up:
 In the latter part of the day, two on-line focus groups are
done, using the quantitative results as the basis for the
discussion.
 Each group session is approximately 45 minutes long.
 Eight to twelve respondents participate in each group.
 Group session participants may be selected based on
demographic or usage behavior criteria, or based on specific
response to concepts.
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Typical e Rapid Response Schedule
DAY ONE
DAY TWO
Quantitative Evaluation
of Concepts
N = 75
Quantitative Evaluation
of Concepts
N = 75
10:00 AM to 3:00 PM (ET)
10:00 AM to 3:00 PM (ET)
Qualitative Discussion
(Group 1)
N = 8 to 12
Qualitative Discussion
(Group 3)
N = 8 to 12
5:00 PM to 5:45 PM (ET)
5:00 PM to 5:45 PM (ET)
Qualitative Discussion
(Group 2)
N = 8 to 12
Qualitative Discussion
(Group 4)
N = 8 to 12
6:00 PM to 6:45 PM (ET)
6:00 PM to 6:45 PM (ET)
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e
Rapid Response Focus Group Screen
This box shows a running text of the typed
dialogue between respondents and
moderator (seen by respondents, moderator
and clients).
A list of participating
respondent’s names
(seen by
respondents,
moderator and
clients).
This box allows the
moderator and clients to
chat without the
respondents seeing
(only seen by moderator
and clients).
Moderator guide/
instructions (only seen
by moderator and
clients).
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Copyright © 2009 Hauser & Associates, Inc.
Why should I use Rapid Response?
Advantages of Rapid Response (Standard or Online)
 Same day quantitative results and qualitative feedback
(without leaving office or home).
 Randomized rotation of stimulus.
 Robust sub-group analysis.
 Geographic dispersion, including global capabilities.
 Ability to test a wide-range of stimuli including, concepts,
positioning, advertising (print or video), and packaging.
 Flexibility of adding custom questions.
 Ability to adjust the ratio of quantitative vs. qualitative
interviewing done in each project.
 Option to alter the format of qualitative sessions as needed.
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Consumer Products: New Product Process
Management Strategic Direction
Market Study
Idea Generation
R&D
Concept Optimization
Concept Screening
Full
Concept or Concept/Product Testing
ScreenPlus
Simulated Test Market
“Live” Test Market
National Introduction/Roll-Out
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ScreenPlus
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How Does ScreenPlus Work?
 Standardized concept testing system.
 Employs a modular approach which provides basic concept
evaluation (Foundation Module) and, if necessary, four
additional (analytical) modules for enhanced diagnostics.
PRODUCT
EVALUATION
MODULE
ATTRIBUTE
ANALYSIS
MODULE
VOLUMETRIC
MODULE
POSITIONING
MODULE
SCREENPLUS FOUNDATION MODULE
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Foundation Module
Question Areas Include…
 Purchase Intent
 Reasons For Purchase Intent
 Likes/Dislikes
 Concept Uniqueness
 Concept Believability
 Competitive Advantage
 Replace/Supplement Current Brand
 Value For Money
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Volumetric Module
 Utilizes proprietary Hauser & Associates Volume Planning
Model.
 Integrates client developed marketing plan with ScreenPlus
test results.
 Provides year one dollar and unit volume estimate.
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Attribute Analysis Module
Evaluates concept communication through several
multivariate analyses:
 Attribute Chain Analysis: This structured open-ended probing
method helps reveal important sub-conscious end-benefits that
are linked to your concept communication. It identifies the more
powerful connections that have an emotional or psychological
payoff to the consumer, which underlie the main ideas
presented in the concept.
 Stated Vs. Derived Importance: Shows not only what
characteristics your concept needs to deliver, as stated by
consumers, but also reveals all other characteristics that impact
purchase intent, but may not be directly stated.
 Derived Importance Vs. Concept Delivery: Tells us how well
your concept communicates attributes that contribute to the
purchase decision.
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Positioning Module
Identifies perceived brand image and competitive
position through:
 Perceptual Mapping: Shows us how consumers will
perceive your concept brand vs. brands with which it is
likely to compete. It can indicate the degree of perceived
uniqueness and highlight possible sources of business
and cannibalization issues.
 Brand Personality Analysis: Helps us 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.
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Product Evaluation Module
 If a product prototype is available, the system is able to provide a
thorough examination of product performance on an absolute
basis and relative to the concept.
 Results from this module are used to develop more accurate
volume projections and repeat estimates.
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Why should I use ScreenPlus?
Advantages of ScreenPlus:
 Comprehensive concept assessment.
 Single concept exposure reduces bias.
 Range of screening evaluations to measure performance.
 Ability to measure against competition.
 Volume estimate provides initial business assessment.
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Range of
Services
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Range of Services: Other Ad-Hoc Research
•
Use experimental designs to test packages, prices, media
levels, promotional devices, colors, fragrances etc.
•
Experience with a wide variety of projects, including:
 Concept & Concept/Product Tests





Product Tests
Tracking Studies
Name Tests
Package & Design Tests
Price Sensitivity




Brand Equity
Advertising Testing
Awareness & Usage
Market & Segmentation Studies
 Beta Tests
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Range of Services (Cont.)
•
Experience with a wide variety of statistical techniques, including:







•
Conjoint Analysis
Factor & Segmentation Analysis
Correlation Analysis
Stated vs. Derived Importance
TURF
Regression Analysis
Perceptual Mapping
Experience with a wide variety of target markets, including:







Children as young as 8 years old
Teens
Seniors
Neurologists
Appliance salesmen
Hair colorists
Etc.
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Range of Services (Cont.)
•
Work in a variety of interviewing formats:






Central location
Telephone
On-Line
In-Home
Focus Groups
Combination where appropriate
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Copyright © 2009 Hauser & Associates, Inc.
Hauser & Associates, Inc. Contacts
140 Route 17 North
Paramus, NJ 07652
Telephone: +1 201.599.9559
Fax: +1 201.599.9465
www.hauserandassociates.com
Hal Hauser, President
[email protected]
Adrienne Schmitt, Vice President
[email protected]
Michael Becker, Vice President
[email protected]
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Copyright © 2009 Hauser & Associates, Inc.