On-Line Community: Unbranded Concept Test

Goal:

To gain insights into which graphic images are most compelling and motivating overall as it relates to the Product X.

Methodology:

  • Four segmented groups of 25 consumers.
  • Community discussions set up as 10 - 15 minute intervals over a 5 day period.
  • Consumers able participate at their convenience.
  • Consumers able to identify and comment on specify elements of each concept and explain why they felt that way.
  • All members of community, after expressing their own thoughts had ability feed off of others comments.

Results:

Final concept selected was a direct result of the refinements suggested and made during the course of the 5 days of this on-line community research.


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