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Case study:

First Round
◦ Case Study Exercise

• Background:
Case Study • You are a market researcher specializing in household cleaning
Exercise products
Slide 2 • You have conducted a study on a new toilet bowl cleaner: Green
Clean
• You recently communicated to management that concept
performance is below average
• The management team would like to understand how to improve the
concept
• Your suggestions will be passed onto the copy writer, so the
management team is looking for specific recommendations.
However, you cannot change the fact that this will be a natural
toilet bowl cleaner.
1. In your presentation, please use 3 x slides to answer each of the
2 x questions (total: 6 x slides)
2. Please assume this pack is to be presented to your client, and
must be presentation-friendly. Slides should clearly answer the
questions without large blocks of text.
3. You may add extra slides (title, agenda, etc.) to make your pack
presentation-friendly, but your summary and recommendations
must not use more than 6 x slides.
24OZ ~ 700ML
BASES Core Set of questions

Purchase Intent How likely are you to buy this new product?

Slide 4

Liking How much do you like/dislike this new product?

Given that this product costs VND40,000, how would you rate
Value
price/value?

How new and different do you feel this new product is from
Uniqueness
products currently on the market?

Claimed Units How many units would you buy the first time?

Claimed How many times a year would you buy this product if it was
Frequency available in the store where you shop?
100%
BASES
Database ◦ Every BASES study Outperforms at least 80% of
Comparisons conducted anywhere in the Database
Slide 5
the world begins with 80%
the same core set of
Outperforms at least 60% of
questions. This allows the Database, but not more
comparisons: than 79%
• Across studies 60%

• Across countries Outperforms at least 40% of


Average
• Across manufacturers the Database, but not more Average
than 59%
◦ In this study, Green 40%
Clean’s results have Outperforms at least 20% of
been compared to a the Database, but not more
competitive set of ~40 than 39%
Toilet Bowl Cleaner 20%

initiatives tested. Is in the bottom 20% of the


Database
0%
BASES
Database
Comparisons
Slide 6

A = Green Clean vs. 40 Liquid Toilet Bowl Cleaners tested

* Overall purchase intent represents a weighted combination of all five boxes of purchase intent
** Shown among consumers with positive purchase interest
Market
Structure
Slide 7

Uniqueness

Slide 8

How would you rate this product in terms of


being new and different from other products currently available?

Average

Agree Strongly
Agree Somewhat
Neither Agree nor Disagree
Disagree Somewhat
Disagree Strongly

3.3
Tell Others

Slide 9

How much do you agree or disagree


with the statement, “I would likely tell other people about this new product”?

Average

Agree Strongly
Agree Somewhat
Neither Agree nor Disagree
Disagree Somewhat
Disagree Strongly

3.8
Name
Memorability
Slide 10

How memorable would you say the name of this product is?

Somewhat Above Average

Extremely Memorable
Very Memorable
Somewhat Memorable
Slightly Memorable
Not At All Memorable

3.4
Name
Preference
Slide 11

Which name do you like the best?

•15% •18%
Eye-Catching

Slide 12

How eye-catching do you feel the packaging is for these products?

Significantly below average

Extremely Eye-Catching
Very Eye-Catching
Somewhat Eye-Catching
Slightly Eye-Catching
Not At All Eye-Catching

2.8
Simplicity

Slide 13

Do you think that this idea is a simple idea or a complicated idea?

Average

Extremely Simple
Very Simple
Neither Simple Nor Complicated
Very Complicated
Extremely Complicated
4.1
Focus

Slide 14
How well do you think the description of this product is focused on a main point?

Average

Extremely Focused
Very Focused
Somewhat Focused
Slightly Focused
Not at all Focused

4.0
Main Idea
Other than trying to get you to buy the product, what was the main idea being
Slide 15
made about this product? (Open End)
Clarity

Slide 16

How well do you think the manufacturer


of this product explained the product in the information you saw?

Somewhat Below Average

Extremely Well
Very Well
Somewhat
Slightly
Not at all Well

4.0
Relevance

Slide 17

How much do you agree or disagree with the statement, I need/want this product?

Average

Agree Strongly
Agree Somewhat
Neither Agree nor Disagree
Disagree Somewhat
Disagree Strongly

3.6
Expected
Performance

Slide 18

Drivers of purchase interest for toilet bowl cleaners and their importance (%)
Dislikes
What is there about New Green Clean that you think you'd dislike? (Open End)
Slide 19
Likes
What is there about New Green Clean that you think you'd like? (Open End)
Slide 20
Price Value

Slide 21
How do you feel about the value of this product?

Above Average

Very Good Value


Fairly Good Value
Average Value
Somewhat Poor Value
Very Poor Value

3.9
Instruction:
Please write a
summary of
Green Clean’s
overall
performance (3
pages)

Slide 22
Instruction:
Please write your
specific
recommendations
for how to improve
the concept’s
appeal here (3
pages)
Slide 23