We conduct marketing research of any complexity, including consumer testing of products and UX/UI tests
Reformat conducts 3 types of marketing research:
1. Quantitative research.
2. Qualitative research.
3. Product Testing – Blind testing of FMCG products, UX/UI testing of digital products.
Quantitative research is a method that is used to analyze consumers, track brand health value, analyze the market and test certain hypothesis.
In the quantitative research participate a large number of participants, the representativeness of which is determined based on the number of consumers of the researched market and the need to explore the deep segments.
in our practice the average number of participants is varies between 1000 and 10’000.
The main channels for recruiting respondents are telegram messenger and social networks.
The large sample allows to revise answers to the desired parameter, with a certain discrepancy between the answers from the target market indicator.
In the quantitative research participate a large number of participants, the representativeness of which is determined based on the number of consumers of the researched market and the need to explore the deep segments.
in our practice the average number of participants is varies between 1000 and 10’000.
The main channels for recruiting respondents are telegram messenger and social networks.
The large sample allows to revise answers to the desired parameter, with a certain discrepancy between the answers from the target market indicator.
Quantitative research
As a channel for interview process, we use online-channels – messengers. The advantage of the online-surveys:
1. Speed - the survey stage takes much less time in comparison with offline surveys, it is also possible to analyze online the received responses and correct the sample;
2. The large number of participants allows to analyze even the segments of the segments ;
3. The absence of human factor in the questionnaire stage. In offline surveys often survey result depends on the interviewer - selection of respondents, right questions explaining, overcoming various barriers in the communication with respondents, correct fixation of the answers and ect. Online survey allows to automate the questionnaire process, which in turn increases the accuracy of data and minimizes risks;
1. Speed - the survey stage takes much less time in comparison with offline surveys, it is also possible to analyze online the received responses and correct the sample;
2. The large number of participants allows to analyze even the segments of the segments ;
3. The absence of human factor in the questionnaire stage. In offline surveys often survey result depends on the interviewer - selection of respondents, right questions explaining, overcoming various barriers in the communication with respondents, correct fixation of the answers and ect. Online survey allows to automate the questionnaire process, which in turn increases the accuracy of data and minimizes risks;
Qualitative research
If Quantitative research gives you result on tracking parameters and mostly closed questions with answer options are accepted, then in qualitative research open questions are accepted more and in order to get a deep and detailed answer.
Selection of participants in qualitative research is not large, as in quantitative one, but the answers are more detailed.
There are different types of qualitative research. We use the following in practice:
1. Deep interview
2. Focus groups
3. Expert interview
Qualitative research allows to solve the following marketing tasks:
- Define brand perception – brand personification, rational and emotional associations with the brand, which gives answers to questions such as, "Does the customer perceive our brand correctly? Does perception suit our positioning? What associations does our brand evoke?"
- Testing hypotheses on brand positioning, packaging options, different concepts, where it’s required to receive a detailed response from target customers.
Selection of participants in qualitative research is not large, as in quantitative one, but the answers are more detailed.
There are different types of qualitative research. We use the following in practice:
1. Deep interview
2. Focus groups
3. Expert interview
Qualitative research allows to solve the following marketing tasks:
- Define brand perception – brand personification, rational and emotional associations with the brand, which gives answers to questions such as, "Does the customer perceive our brand correctly? Does perception suit our positioning? What associations does our brand evoke?"
- Testing hypotheses on brand positioning, packaging options, different concepts, where it’s required to receive a detailed response from target customers.
Product Testing – Blind testing of FMCG products, UX/UI testing of digital products.
One of the most important marketing tasks is providing to customers our product and service, which meets their expectations as much as possible, solves consumers tasks. To do this, you have to test a product or service at different stages of product development – when launching a new product on the market or when improving the current product, when expanding the product line.
We have large experience in new products development and current product portfolio growth in different sections.
Blind testing is product testing, used more often in food, catering, FMCG markets. Test participants fill out the questionnaire about themselves at the beginning and then test products of 2-3 brands, without knowing either the manufacturers or the brand. Participants assess key product parameters and share their impressions.
Blind testing also allows to get consumer evaluation of the cost of a product with and without knowing the brand which makes it possible to calculate mark-up of the brand, that is, how much the customer is willing to overpay for the brand.
UX/UI testing is digital-product testing for usability, that is, how the product is conveniently and aesthetically realized. The convenience of websites and mobile apps is one of the main options, determining the success of a project and often product, which is successfully realized in UX/UI, gets strong advantage in front of consumers.
UX/UI testing stages:
1. Survey and selection necessary participants
2. Testing process:
During the testing process participants perform various tasks for using the product and share their impressions. The whole process is recorded on several cameras.
3. Analysis: from cameras records analyze such parameters as task completion speed, task completion steps, consumer estimation and impressions.
4. According to the Kano method, the prioritization of product features is determined.
5. Preparation of reports and technical tasks for developers and designers.
We have large experience in new products development and current product portfolio growth in different sections.
Blind testing is product testing, used more often in food, catering, FMCG markets. Test participants fill out the questionnaire about themselves at the beginning and then test products of 2-3 brands, without knowing either the manufacturers or the brand. Participants assess key product parameters and share their impressions.
Blind testing also allows to get consumer evaluation of the cost of a product with and without knowing the brand which makes it possible to calculate mark-up of the brand, that is, how much the customer is willing to overpay for the brand.
UX/UI testing is digital-product testing for usability, that is, how the product is conveniently and aesthetically realized. The convenience of websites and mobile apps is one of the main options, determining the success of a project and often product, which is successfully realized in UX/UI, gets strong advantage in front of consumers.
UX/UI testing stages:
1. Survey and selection necessary participants
2. Testing process:
During the testing process participants perform various tasks for using the product and share their impressions. The whole process is recorded on several cameras.
3. Analysis: from cameras records analyze such parameters as task completion speed, task completion steps, consumer estimation and impressions.
4. According to the Kano method, the prioritization of product features is determined.
5. Preparation of reports and technical tasks for developers and designers.
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