Research Flowchart #1 :: Surveys & Forecasts

Research Tool/Technique	Comments
Name Testing
Brand name selection is integral to the product itself. A strong brand name can enhance a brand’s image and leverage media spending; a weak name can dilute brand imagery or confuse consumers.	Qualitative/quantitative techniques (e.g., associative or communication exercises) are used to identify promising names. Names are then evaluated using techniques similar to concept screening/testing.
Package Testing
As with a brand name, packaging is integral to the product. When on-shelf, it acts to remind consumers of its unique end-benefits. Both qualitative and quantitative research is used to evaluate and diagnose product packaging.	If packaging concepts are being tested, then techniques similar to concept screening/testing are initially used, followed by product testing
Promise Testing
Also known as benefit screening, is a variant of concept screening. The goal is identify underlying themes that could be used to build a compelling positioning for a new product.	End-benefit statements are exposed to consumers, rated, then statistically reduced to a set of core themes. Themes can be incorporated into concepts, and evaluated via standard concept screening/testing methods.
Pricing Research
Pricing research is a variant of concept screening, in which reactions to the same idea at different price points are obtained.	Price sensitivity curves are created and an optimal price point identified.
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