Case Studies
Concept/Product Testing/Optimization
Set the Bar
Mindseye partnered with a global beverage client to establish the ongoing protocol for conducting concept product tests in a highly regulated industry that is challenging to taste test.  Several years later, the client and Mindseye continue to partner on all CPT projects, benchmarking the results against the normative database that Mindseye built and continues to maintain.  Significant new product decisions are made based on this research and its performance against the database hurdles.
The Price is Right
Several choice modeling and pricing studies among veterinarians and dog owners were conducted to optimize product features, promotion and pricing, and to determine share and revenue under a variety of market scenarios.  A computerized simulator allowed the client to easily model the effects on the market of changes in pricing, features, and availability of their products versus competition. 
Time for a Check-Up
Research was conducted for a major healthcare imaging company to evaluate a new imaging system’s viability in the market, analyze its pricing, and identify potential sources of business and target segments.  Interviews were conducted via the Internet among purchasers and users of x-ray equipment and supplies in hospitals, digital imaging centers, and doctors’ offices
Read Between the Lines
An experimentally designed conjoint-based research approach was employed to systematically identify the strongest concept elements with which to position a small durable product, including benefit and support points, descriptors and tag lines.  A model quantified the impact of each copy variable on interest in buying and isolated the most compelling copy point combinations.  The results were used to develop concept and advertising copy for restaging this product line.
Sort Out Success
An optimization study was conducted for a new outdoor leisure product in order to systematically quantify the best way to write the concept and design the product and its features. The study also identified the optimal mix of “refill” types. Separate conjoint card sorting exercises were executed for the communication elements and product features. The end result was the creation of a statistical model to estimate trial for all possible scenarios of concept elements and product features. A volume TURF analysis determined the optimal line size and configuration of refills.
Difficult Recruitment Made Easier
A leading manufacturer of sportswear was interested in determining opinions of its target audience (male and female college students) toward a new garment.  This can be a challenging age group to recruit using traditional channels.  A high level of commitment was also paramount as respondents had to agree to wear and wash the garments at least two times over the 2-week test period.  Creative recruitment methods included: on-site recruitment in student cafeterias at three local college campuses and flyers distributed on cars in campus parking lots.  Recruitment of 250 college students was completed within one week.  Compliance with the study requirements and the after use callback rate exceeded expectations.
Not Just Another IHUT
Mindseye partnered with a major manufacturer of durable goods to create the protocol for a program of pre-launch IHUT research for new and redesigned durable goods.  The results are used to give technical feedback to the engineers about how the products perform in real world in-home situations, allowing problems to be corrected and performance strengths to be identified prior to launch.  The extended use in-homes can last from a few months to over a year.  A meticulous recruitment process ensures high quality respondents (phone screen, preview homes for suitability, obtain signed contract from husband/wife).  Participation requires respondent commitment to home visits, training, changing usual habits and practices, compliance with sometimes unusual product usage instructions, using special auxiliary supplies, multiple interviewing contacts, (qualitative and/or quantitative as needed) and an ongoing troubleshooting dialogue with Mindseye and client representatives.  Mindseye’s response time and quality of response (24/7) are paramount priorities.  Respondent retention over the course of a study is virtually 100%. 
 

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