Honour the Past, Embrace the Future

2016 MRIA Annual Conference

Mary Logan recently co-presented a paper at the 2016 MRIA Annual Conference in Montreal with Jennifer Tilk from SSI. The paper: A Stitch in Time, Save Nine…… Minutes, highlights the benefits of Data Stitching and how this approach addresses the changing focus of market research. The Data Stitching approach was utilized in a recent U&A study conducted for the beverage alcohol market and this paper examines the benefits of this tool, how the data was analyzed and impact of the findings including the changing role of market research.

If you would like further information on the content of the paper, Mary is available to present the findings and to discuss in greater depth the benefits of this approach.

Please contact Mary at mary.logan@riconsultants.com for details.

 

Crafting Relevant and Engaging Concepts

Writing winning concepts can be an onerous task and often those closest to the brand or new product idea will find the job even tougher as they strive to develop an objective yet persuasive product offering.

There are 4 core elements to any good concept:

  • The Insight
  • Benefit
  • Reason to Believe
  • Tagline

The Insight plays a critical role and is at the heart of successful new products. It should reflect how a consumer would actually
articulate a need or challenge. Refrain from use of extreme or virtuous language or talking down to the consumer by telling them how they should think or feel. A consumers automatic reaction will be to disagree with and potentially reject the concept. Continue reading