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Some of the marketing issues with which we have been involved are listed below. Although these issues recur (for example, we may find ourselves with several projects in a row concerning new product development for different clients), our experience and creativity allow us to tailor the methodology to uniquely meet the needs and circumstances of each individual project.
 New Product Development
Wooldridge Associates has worked on every aspect of researching new products as they come to market. Some of the key steps include:
- Product Optimization: This research looks for the optimal mix of product attributes. We suggest a process where consumers are encouraged to mix and match the product attributes to find the best mix. Along the way, we listen to how they talk about the various combinations to best understand what is most important and useful to their lifestyle. E-mail us for more information.
- Positioning and Concept Development: This research explores how consumers best relate to a product. We can work with your team to develop meaningful and unique positioning concepts (see our Feed Forward methodology for an example of how this might be conducted) or simple qualitative feedback on concepts that have already been written. E-mail us for more information.
- Packaging Design: We have developed a number of effective ways to research reactions to new packaging design - from showing the product on mock store shelves to having respondents cut and paste the various elements on to a package so that we better understand how they view these elements. E-mail us for more information.
Advertising and Communication Research
We have extensive experience in advertising communication testing. Patrice’s years working at advertising agencies lend the firm a strong understanding of and appreciation for the creative process. With this, our firm can help you build on what is learned – rather than just evaluate what is being shown. E-mail us for more information.
Brainstorming and Ideation
We have run many ideation sessions to help develop new product ideas, names for new products, and line extensions. In addition, we can come out to train your department in a method for running their own brainstorming sessions. E-mail us for more information.
Stategic Planning
Strategic planning is the art of keeping all the vectors of the creative research, sales, and marketing efforts moving congruently and supportively toward the heart and mind of the target market. E-mail us for more information.
Positioning and Concept Development
Helping clients see their product through their consumer’s perception is a specialty of ours. When conducting Positioning and Concept research we work with consumers to better understand how they perceive the attributes of the product or service, what benefit, if any, those attributes have to them, and what value the chain of benefits leads up to. With this information we work with the client and/or the agency to mold meaningful, unique positions and conceptual ways to talk about the product or service. We also have developed our own prioritary method for this process called Feed-Forward. E-mail us for more information.
Packaging and Graphic Design Research
We have conducted hundreds of projects working with companies and graphic design firms to help develop the strongest, most telegraphic, packages and graphics. Through this experience we have had the opportunity to develop many special techniques, like having them draw what they remember of the current package so that we know what is currently standing out in their minds. E-mail us for more information.
Online Bulletin Board Research
This brand new methodology for holding focus groups allows respondents to participate in a 2-3 day "virtual" focus group. The result is often more in-depth, thought-out, honest responses than would be possible with in-person groups. For more information on whether or not on-line groups with Wooldridge Associates are right for your project, e-mail us.
Store Design and Layout
We have helped several retail stores qualitatively evaluate their store design and layout. The typical methodology includes asking respondents to shop at the store, as well as those of one or two competitors. Afterward, we have them fill out a “homework” sheet that asks them to record how they walked through the store, what they looked at, what caught their eye, and what they liked and disliked. In focus groups, we then probe more fully into their reactions and show them options for possible variations in the store design and layout. Using a portable projector and our computer, we are able to show their suggestions in the focus group room without turning off the lights and, if we need it, a computer graphic artist can be on hand to make changes based on respondent’s input, so that reactions are immediately assimilated into the research. E-mail us for more information.
Reports with Video Clips
Our G5 computers and digital video camera make it possible to integrate video of the qualitative interviews into client reports.
In addition, we offer several qualitative services created by, and unique to, Wooldridge Associates.
Kids Research
We have done hundreds of groups with kids of all ages between 6 and 18. Through that experience we understand how to:
- Screen for the best respondents
- Set up the room in a way that is conducive to a great group discussion
- Help the client think of age-appropriate stimuli
- Deal with unruly children so that the other kids in the group are still comfortable speaking up.
Each kids project is looked at for it’s unique needs. For instance, sometimes we will suggest doing “Stacked Groups” where the mom comes in with the child. For this methodology we have one moderator with the moms who are watching their children (via closed-circuit video) being interviewed in another room. Once we’ve spent about 45 minutes with the kids, we have the moms come into the focus group room while the kids are given a fun assignment involving a product or competitive set while they are waiting for their moms. Since there is a moderator in each of the two rooms, we can more thoroughly probe both targets and if we want we can finish with the moms and kids together to better observe their personal interactions (which is particularly fun when you have them do a mock shopping trip where the child is told they can pick one thing!) E-mail us for more information.
Hybrid Studies: Making Qualitative and Quantitative Work Together
These studies combine qualitative information with quantitative data to allow us to understand both the meaning behind responses as well as the range of responses and the tendency for these responses to be representative of the marketplace. The process begins with taking pre-recruited respondents on a one-on-one basis through the quantitative survey and then bringing 8 to 10 of these respondents into a focus group to better understand their responses. At the same time, the quantitative survey is being conducted either through mall-intercept or other quantitative research methodology. All the data is then analyzed so that you have a complete picture of what is most important and the reasons why. We have a presentation about this process if you’d like to learn more. Simply request the Hybrid Studies presentation at Contact Us and we’ll e-mail you a copy.
Feed Forward: An Iterative Process for Developing Ideas
This process takes a team of marketing professionals right from the inception of an idea through to a successful product launch. Although there are many ways this might be structured, a typical study would start with qualitative research to understand the attributes, benefits and values of the target market. From here, this information is used as the key input into the team’s brainstorming session where the prime opportunities for the product are brought to light. Once the key opportunities are articulated, the team breaks up into smaller groups so that each group can work on writing either positioning headlines or mini-concepts that can be shown to respondents in focus groups. We have a presentation about this process if you’d like to learn more. Simply request the Feed Forward presentation at Contact Us and we’ll e-mail you a copy.
Innovative Creators: Kids’ Brainstorming
We have had the wonderful opportunity to work with the Illinois Gifted School program in creatively brainstorming new products and new ideas. This is a process that involves the marketing and research teams as well as copywriters and graphic artists (when appropriate). Sessions are held at the school and the children meet in small groups, each headed up by a member of the team, to creatively brainstorm new ideas. Of course we thoroughly prepare the team beforehand so that everyone knows what role they play. We have a full presentation about this process if you’d like to learn more. Simply request the Innovative Creators presentation at Contact Us and we’ll e-mail you a copy.
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