Research Objective 

• Determine interest and likelihood to purchase child’s basketball game that “talks”.

Methodology

• 500 personal show interviews (250 among children, 250 among parents)

Results 

• Product not appealing visually
• Concept of a talking clown considered to be frightening
• Decision – thumbs down

Case Study #2 Explain Drop in Market Share

Research Objective

• Understand reasons why market share for a popular undergarment mgr. dropped significantly over a one year period

Methodologies

• 2,000 telephone interviews among general population to understand image of brand/product
• 2,000 product placement tests

Results

• Purchasers found the product unacceptable and switched brands for next purchase

Case Study #3 Assistance with Lawsuit

Research Objective

• Owning entity of a large sports stadium being sued for possible confusion regarding name. 

Methodology

• 1,200 laddering telephone interviews representing SMA population of city

Results

• More than 98% aware of the correct stadium name. 

Case Study #4 Cellular Telephone Features Conjoint Study

Research Objective

• Determine most critical cellular telephone features among youth market

Methodology

• 1,000 build-your-phone interviews conducted using conjoint technique

Results

• Designers found youth market highly technically advanced regarding most desirable features and designed new phones to appeal to this target market.