AboutAlex J. Caffarini Expertise I can answer questions on any of the following:
* Determining the best marketing research method for your needs;
* Conducting surveys (including questionnaire design);
* Measuring the effectiveness of marketing promotions;
* Determining market size or market share;
* Data analysis;
* Statistical modeling;
* Sales or business forecasting; and
* Market segmentation.
Experience I have 15 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.
Organizations American Marketing Association
Education/Credentials M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.
Just a quick question what would be the best form of Marketing Research if I was trying to identify the key message/s of a new product for example a new sandwich at Subway or a Computer at Apple?
Thanks
Jase
Answer Jason,
The best way to research messages would be to start with qualitative research methods and use the learnings from them to do a quantitative study.
In the case of a new sandwich, you might go into shopping malls and fairs and conduct taste tests. You might do a few of these one participant at a time, and others as an entire focus group. Ask each participant to taste a sandwich and ask them what enters their mind as they do. The discussions should give you a couple of messages you can test.
Armed with those different messages, test them out in different markets. In select markets, introduce the sandwich in your quick-service restaurants. In some of those test markets, run advertisements with one message; run another message in others. Compare sales of the new sandwich in each market; if sales are higher in markets hit by a particular message, then that is the message you will likely choose for your national rollout. Of course, if sales are poor in all markets, - regardless of message - you might want to kill the sandwich altogether.
