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Market Research Surveys

Market research solutions aimed to provide small CPGs and growing brands with off-the-shelf, quick-turn services to better their market research efforts.

This survey captures detailed feedback on a new product concept. The ~16 question survey is designed to prioritize, refine, or identify and evaluate the strengths and weaknesses of new product ideas.

Why use this survey?

  • To prioritize new product development resources
  • To decide which of several new product ideas to bring to market
  • To test different messaging, packaging, or product positioning options
  • To obtain feedback to refine a concept before moving to the next stage of development
  • To obtain market input to support Retail Buyer or investor sales decks

What questions will this survey answer?

  • What are potential customers’ initial reactions to the concept?
  • Do potential customers find it unique compared to what else is available?
  • Do potential customers find it appealing compared to what else is available?
  • How much do potential customers like/dislike it?
  • Is it believable?
  • Is it relevant?
  • How would potential customers describe it?
  • Do potential customers think it solves a problem?
  • What do potential customers like most and least? (these are open-ended, so test respondents can use their own words)
  • How likely are potential customers to purchase it?
  • What would potential customers pay for it?

Deliverable:

Reporting will include user-friendly visualizations, such as word clouds, graphs and charts that show how all respondents answered the survey.  You will also receive an Excel data file that will allow you to “cut” the data in different ways. Below are some example screenshots from the report.

Illustrative; not actual brand data.

Note: NEXT Concept Lab is also available for concept testing projects. NEXT Concept Lab is more appropriate for early stage concept testing and when performance benchmarks are needed.

Timing: Results delivered 2-3 weeks from receipt of the following from Client: signed contract; concept names, descriptions, and high-resolution packaging images; and screener questions for audience targeting.

Cost: $4,700

This survey assesses a brand or product’s strength, performance, and perceptions relative to those of competitors on metrics such as brand attributes, benefits, attitudes, and personality. This survey is integral to helping a business improve, refine, or evolve their brand, product, business strategy and marketing tactics as their business grows.

Why use this survey?

  • When preparing for growth, and when a more detailed understanding of your position relative to competitors is needed to guide marketing and advertising strategy.
  • To demonstrate the strength of your brand to retailers, stakeholders and investors—e.g., supporting investor sales decks.
  • To identify messaging tactics that help capitalize on your strengths and competitive weaknesses.

What questions will this survey answer?

  • What is your brand’s awareness, consideration, and usage levels?
  • How does your brand compare to competitors in the purchase funnel (Awareness, Consideration, Usage)?
  • With which attributes is your brand most strongly associated?
  • With which attributes are your competitors most strongly associated?
  • What do consumers think about your brand?
  • What personality traits are most associated with your brand and how does this compare to competitors?

Deliverable:

Reporting will include user-friendly visualizations, such as word clouds, graphs and charts that show how all respondents answered the survey.  You will also receive an Excel data file that allows you to “cut” the data in different ways. Below are some example screenshots from the report.

Illustrative; not actual brand data.

Note: This methodology requires respondents to be familiar with each brand being tested. Brands with low levels of awareness among a target population may need to invest in larger sample sizes or a lower incidence sample to get readable bases for analysis. Alternatively, the client can provide their own customer opt-in email list. Reduced pricing available for those who provide their own list.

Timing: Results delivered 2-3 weeks from receipt of the following from Client: signed contract; brand/product names, brand attributes, benefits, attitudes and personality traits; and screener questions for audience targeting.

Cost: $4,400

This survey helps a brand identify the optimal price, and acceptable price range, for its product. This is a focused and efficient survey designed to increase confidence in your product pricing, thereby ensuring you are capturing the most value for your brand by avoiding over or under pricing your product. This methodology utilizes an established price sensitivity analysis to help companies set target pricing for their products (Pricing Methodology: Van Westendorp Price Sensitivity).

Why use this survey?

  • To aid in developing financial models and pricing strategies
  • To identify the percentage of consumers who believe a specific price is too expensive
  • To supply empirical data to what is often a subjective debate about what consumers will pay for your product
  • To identify what price point you may need to achieve in order to grow your business
  • To support your pricing strategy in discussions with Retailer Buyers and investors

What questions will this survey answer?

  • What is the optimal price for your product?
  • What is the acceptable price range for your product?
  • What % of consumers believe your pricing is a great buy for the money, or getting expensive?
  • What % of consumers believe a specific price is too expensive to consider?
  • What % of consumers believe a specific price is getting expensive, but may still consider it?

Deliverable:

Reporting will include user-friendly visualizations, such as word clouds, graphs and charts that show how all respondents answered the survey.  You will also receive an Excel data file that will allow you to “cut” the data in different ways. Below are some example screenshots from the report.

Illustrative; not actual brand data.

Timing: Results delivered 2-3 weeks from receipt of the following from Client: signed contract; product name, description, and high-resolution packaging image; and screener questions for audience targeting.

Cost: $3,800

This survey allows brands to quickly obtain empirical feedback on brand or product names. Testing will help evaluate names based upon quantitative and qualitative feedback from a large group of potential consumers, helping to eliminate potentially problematic names and prioritizing those that resonate most.

Note: We do not recommend relying solely on this research to choose a name (emotional, strategic and marketplace considerations are also important), but we feel strongly that this type of input is critical to prioritizing your options.

Why use this survey?

  • During a branding or naming exercise to help prioritize options.
  • To bring empirical data to what may otherwise be a debate based upon subjective inputs alone.
  • To evaluate the strength of a current brand or product name relative to other options.
  • To identify potential unexpected problematic naming options that may otherwise go unnoticed.

What questions will this survey answer?

This survey allows clients to test between 3 and 15 potential names.

  • How appealing / trustworthy / relevant / creative is each name for the product?
  • What is the purchase intent for each name?
  • Which names are rank ordered as favorites?
  • What do you think of when you hear this product name? (open end)

Deliverable:

Reporting will include user-friendly visualizations, such as word clouds, graphs and charts that show how all respondents answered the survey.  You will also receive an Excel data file that will allow you to “cut” the data in different ways. Below are some example screenshots from the report.

Illustrative; not actual brand data.

Timing: Results delivered 2-3 weeks from receipt of the following from Client: signed contract; product name, description, and high-resolution packaging image; and screener questions for audience targeting.

Cost: $3,900

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