Assessing What Consumers See
- Findability, which determines how easily consumers can locate your package among competitors.
- Imagery, which assesses the “thoughts” and “feelings” your package communicates.
- Faster data collection. Depending upon the study, the Internet can take 25 percent to 75 percent less time than traditional research techniques.
- Online researchers’ development of specialized weighting techniques that overcome potential sampling biases.
- The increasing difficulty associated with obtaining telephone interviews. The rapid rise of call screening and the do-not-call registry have made telephone interviews a major problem.
- Some malls that house interviewing and testing facilities have closed. This trend has made offline research more expensive and less reliable.
- What experience do they have that justifies listening to their comments?