Concept Evaluation and Price Sensitivity

Advertising Development

New Product Development and Idea Generation

Consumer Satisfaction Studies

Brand Measurement and Image Studies

Segmentation Studies



Concept Evaluation and Price Sensitivity

  • Insightful Marketing provides the most innovative techniques, both for qualitative and quantitative concept testing.
  • In the concept qualitative testing arena, IM offers broad understanding of the different cultures in order to select the right approach for each situation and product.
  • IM has developed a special qualitative “trade off game” tool. This is a unique way to identify the key benefits or characteristics of a product or concept that can drive consumers’ decisions.
  • IM offers its customers a revolutionary quantitative/qualitative methodology that provides results in “real time” allowing the client to take immediate decisions.
  • IM quantitative testing is always adapted to the specific situation of the product and the market.
  • In the quantitative arena, IM has successfully implemented computerized conjoint studies throughout Latin America, which have helped not only identify the best concept positioning to launch a product, but also the key drivers and appropriate pricing for the product.


New Product Development and Idea Generation

  • IM provides its clients with a full variety of techniques that can lead to new product development and idea generation through a mix of:
    • Qualitative research using innovative projecting techniques, ethnographies, and a variety of tools that allow obtaining an in-depth understanding of the underlying psychological motivation of the consumer
    • Quantitative habits, usage and attitude studies that provide the basis to identify consumer unmet needs and opportunities to develop new products and product enhancements.
    • IM will work with your company to use the research information in the best way to allow you develop new products or to enhance/re-position your current products and services through workshops and meetings that will allow obtaining the maximum value out of your research.


Brand Measurement and Image Studies

  • Insightful Marketing uses the most innovative techniques and brand equity models.
  • Flexibility and understanding of the specific objectives of the customer when developing a brand study is IM’s priority. There are no “black box models” producing a magic number. Our studies go through an in-depth process to understand the key elements that can really impact brand equity for each of our clients
  • Equity models and Brand image techniques are specifically adapted to the product/service category, and are developed to meet the specific client needs.


Advertising Development

  • In this area Insightful Marketing is again capable of providing the appropriate technique for each occasion:
    • A qualitative study to obtain consumer insights at an early stage or to refine an execution/campaign before airing.
    • A quantitative/qualitative approach to select from a variety of executions (providing results in “real time”, just as the consumer responds)
    • Or a full quantitative advertising testing study


Consumer Satisfaction Studies

  • Insightful Marketing is most flexible when developing satisfaction studies, implementing the right models that allow identification of:
    • Key drivers of satisfaction
    • Key drivers of usage
    • Product attributes, services and customer interactions that can lead to increased use and satisfaction
    • Product attributes, services and interactions that can put the brand or product at risk (interactions that can lead to losing customers)


Segmentation Studies

  • IM offers the expertise to apply the most sophisticated segmentation techniques to ensure actionability of the results.
  • IM offers segmentation studies using either CHAID or Cluster analysis depending on the objectives of the client, always taking in mind that “identifying” consumer segments is an exercise that needs to allow reaching that consumer at a later stage. IM provides the consulting service necessary to achieve these objectives.