MRSI is a leader in product test design and in the use of analytical techniques that maximize the learning from product testing. We can help you translate the promise of a strong concept into the reality of a superior product that consumers will want to buy.

Optimize Product Aesthetics Using Spot and Sensory Testing
Spot and sensory testing is a valuable tool for optimizing the aesthetics of a product. Consumers are generally recruited to a central location and asked to evaluate certain product characteristics, such as taste, color, appearance, aroma, and texture.

A product's sensory attributes can be powerful signals of product performance to consumers. Sensory testing must be rigorous and done with the proper experimental design. Conditions are carefully controlled, including proper product or sample preparation, and randomized product presentation, usually in a blind context.

MRSI's full-service marketing research capabilities include what we and many of our clients believe to be the highest quality in-person interviewing available. Our national roster of over 200 approved field agencies is regularly updated, giving you complete flexibility in selecting locations for testing.

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Assess Product Performance with Product Testing
In-home usage testing is critical for assessing:

• Whether your product performs as intended
• Competitive advantage
• Consumer appeal
• More!

However, if online interviewing is not appropriate for your product tests, MRSI can also conduct interviewing via mall, in-store, or at a central location.

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Design Optimum Packaging with Packaging Research
The product package is the last opportunity to influence consumers to buy the product. It must communicate the desired product image in its form, shape, features, graphics, and copy. The package design process typically starts with the creation of several rough designs or prototypes.

Qualitative research tools are frequently used to develop package options. These options can be screened cost-effectively via our Online in-Site Internet interviewing system to identify package designs liked by consumers, so creative efforts can be focused on developing the best designs. Similar to the concept screening process, each panelist usually sees and evaluates several package design options.

Near final package designs can then be tested on MRSI's Online-iN-Site system. Qualified respondents are recruited from one of our online panels and usually asked to evaluate only one of the package designs (monadic test).

A simulated shelf evaluation is often included in this test to ensure the package stands out and communicates clearly in the clutter of other competitive products. Consumer quotes from the study are valuable to the project team for improving the graphic design and the copy on the package.

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Identify Ideal Product Feature Combination with Trade-Off Analysis
What combination of product features is most appealing to consumers? Trade-off or conjoint research provides the answer.

The tradeoff model assumes a product is considered as a "bundle" of attributes, or attribute levels, each of which makes some contribution to overall consumer acceptance. Individual consumers may want different mixes of these attribute levels.

Consumers are asked to evaluate (choose or rate) several product profiles in which different attributes and levels are provided. By understanding preference among various product profiles, we can determine the best combination of features.

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Establish Pricing Strategy with Pricing Research
To make the best pricing decisions, you need a complete understanding of the impact of price on consumer choice. MRSI's dynamic pricing analysis helps you determine what consumers are willing to pay for the product.

By asking a series of questions about the perceived value of the product at different price points, we determine the high and low range of acceptable prices and the most accepted price point. We also construct sophisticated pricing models that include interactive effects of any changes in competitive pricing (cross-price elasticity).

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Maximize Product Line Market Coverage with Line Optimization
TURF analysis is typically used to answer questions relating to what flavors or product varieties should be offered in a particular product line. This technique can be used for:

• A new product line that has yet to be introduced into the marketplace
• The addition of new flavors to an already established product line

Using a TURF analysis, we assume the flavors that bring the most people into the franchise (the flavors that achieve the highest market coverage) will have the most positive impact on sales. TURF analysis identifies the optimum product line to maximize the number of consumers who will purchase at least one SKU, and also discovers consumer overlap across all the flavors.

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Substantiate Advertising Claims
Comparative product advertising is common in today's marketing environment. Legal challenges to claims made in ads by competitors are all-too-frequent. Will the marketing research you conduct to support your advertising and package copy withstand legal challenges?

The marketing research you use for comparative advertising must be carefully designed and executed. One "slip" anywhere can result in your advertising being pulled off the air, even though your claim may be accurate. Successful claim substantiation research starts by selecting a marketing researcher who asks the right questions and collects supportive data that properly addresses the needs and demands of the regulators. MRSI has that expertise.

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Why MRSI?
Clients tell us it's our comprehensive capabilities, proactive client service, and ability to consistently provide accurate, actionable results that set us apart. If you've used our services before then you know you can count on us to deliver the same quality results throughout your entire product development process. If you're new to MRSI consider this: Since 1973, we've delivered on our promises. That fact is best reflected in our clients' loyalty, with long-term partnerships dating back to our founding and referrals from satisfied clients generating the majority of our new business.

Contact Us
For more information on how MRSI's product development research services can help you achieve product success call 513-579-1555 or use our online form to quickly request additional product development information right now!