Product Innovation


Product Innovation

  • Advanced methods provide precise product design and market models


Product Innovation

Phoenix combines the art and science of quality research to deliver market-changing product and delivery innovations based on meaningful insights. We offer proprietary and patent pending techniques for complex product development models, copy testing, innovation concept laboratories, website value driver models, naming models, pricing conjoint models, virtual mailbox direct mail optimization models, and Phoenix tournament models. We are also constantly developing new techniques to help keep our clients one step ahead of the competition.

Contact us to discuss how we can create effective, custom solutions for your operation.

Phoenix Product Innovation Model

Product Innovation research covers a comprehensive range of concepts, including new products and product line...

Product Innovation research covers a comprehensive range of concepts, including new products and product line extensions, programs, positioning and naming, packaging, pricing, promotions and place (delivery channels).

The Phoenix team works with clients through the entire process of uncovering new consumer insights, designing and testing concepts, simulating business case scenarios and tracking market acceptance.

 

Phoenix Acculturation Model

Phoenix Multicultural has developed a proprietary Acculturation Model. This model has been tested and refined over the past ten years, and is the only such model in existence. U.S. multicultural consumers are classified into one of 5 segments based on their responses to a series of attitudinal, behavioral and psychographic questions. This model has been developed for use with any ethnic segment.

 

Phoenix Menu Model

The Menu Evaluator provides detailed “focus group-like” consumer input in a quantitative study and the ability to pinpoint feedback as to why each element resonates (or doesn’t).  In addition to attribute ratings and individual scores for each menu item, respondents are asked to choose up to 5 items on the menu that they like and up to 5 that they dislike, and for each item chosen, respondents are asked to provide detailed feedback as to why that specific item stood out for them.  When repeated among a projectable number of respondents, the result is a heat map with specific feedback as to why each element resonates or does not.  An interactive tool is also available – just “toggle” and view responses from desired targets.  The Menu Evaluator can also include a pricing component to help clients determine the optimum price for each item.

 

Phoenix Store Design

Whether used as a complement to a Brand Décor study or as a stand-alone program, Phoenix Marketing’s Store Design studies help clients compare/contrast a new store design with their current store design.  Using our highly targeted sampling capabilities, we can focus on individual markets to compare/contrast key brand metrics of traditional store design locations vs. new store design locations.  Assuming a client has a working prototype of the new design open in at least one market, this program provides the key metrics needed to determine the potential impact a new store design would have on key business drivers such as visitation, purchase habits, new business, etc.

 

Phoenix Biometrics

Biometrics is an online research method using video technology to track eye movements and facial expressions providing qualitative emotional feedback on a quantitative basis.  Panelists are prequalified to have web cams and participate in the survey as usual.  When evaluating creative elements (TV, Print, Digital Display, Email, Websites, etc.), the facial tracking software analyzes their responses by tracing 6 key emotions on a moment-by-moment basis.  Eye-tracking and emotions provide information which can be used to make better design and marketing decisions.  This technology can be used in concept tests, disaster checks, in-market campaign tests, website content placement tests, email optimization studies, etc.

 

Phoenix Turf Models

Clients use our TURF (Total Unduplicated Reach and Frequency) studies to develop the optimal bundle of features/ benefits for new product communications during the early stages of communications development.  Respondents rank benefits on importance and uniqueness and the analysis uncovers the combination of benefits that provides the highest probability of resonating with the target audience.  The optimal bundle set is a helpful road map to guide creative development.

Phoenix Print Evaluator

Phoenix’s Print Evaluator provides marketers with a tool for copy testing print ads that combines...

Phoenix’s Print Evaluator provides marketers with a tool for copy testing print ads that combines the detailed commentary of a qualitative interview with the projectability and speed of an online, quantitative survey.  Designed as a next generation “Heat Map” tool, our Print Evaluator expands upon the standard print ad appeal open-end, enabling researchers to get “focus group-like” consumer feedback on different aspects of print ads on a quantitative basis.  Using their mouse, respondents select specific likes and dislikes and for each selection, respondents are asked to provide detailed feedback as to why that area stood out for them.  The result is a blueprint for ad optimization.  The tool can be applied to advertising/communications at all stages of development – from rough concepts through to finished creative.

Phoenix Data Cube

The Phoenix Data Cube is a powerful tool that is used to help determine a...

The Phoenix Data Cube is a powerful tool that is used to help determine a brand’s share-of-voice (SOV) in a particular market/DMA and among specific demographic targets.  With access to Phoenix’s database of detailed media spend information, this tool can help a brand adjust its media spend allocations depending on its strategy within a given market as well as understand the competition’s media spending strategy.

Phoenix Hispanics on the Move

Phoenix’s Hispanics On-The-Move methodology is an innovative, decidedly-relevant approach that enables you to take a...

Phoenix’s Hispanics On-The-Move methodology is an innovative, decidedly-relevant approach that enables you to take a quick, economical, and reliable read of the pulse of your Hispanic audience. You get custom, in-language insights into the Hispanic population, with discrimination by level of acculturation not available elsewhere — for a much lower investment than traditional Hispanic research. Segment by age, gender, level of acculturation, or any combination of variables you desire.

Phoenix Atlas

The Phoenix Atlas helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives...

The Phoenix Atlas helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives have on their brand, both on a detailed and holistic level.  Examining online conversations to understand how a brand is being discussed is vitally important in the current environment where increasing amounts of information are sought and exchanged within the social media universe.  The Phoenix Atlas can help answer strategic questions such as:  What is being said online about our brand’s advertising?  How does this year’s campaign compare to last year’s campaign in terms of generating online buzz?  How are consumers describing our brand/products online and within their social networks?  Who do consumers compare us against most often?

Phoenix Show Testing

Regardless of how viewers watch programs or where they see promotions each day, networks are...

Regardless of how viewers watch programs or where they see promotions each day, networks are always in need of understanding how well the content resonates with their viewers.  Content providers need to capture what causes someone to move from an occasional viewer of a program, or possibly even a network, to a loyalist. As technology has advanced and people watch their favorite programs on all different types of devices, the one constant remains the lure of the content.

The Converged Technology and Media Practice at Phoenix works with both broadcast and cable networks to quickly and accurately assess their content at all stages of the development process. Utilizing a safe, secure, and effective online streaming approach (with or without an online slider), we can assist from concept to pilot to episodic diagnostics.  Additionally, once a program is slated for air, Phoenix has a wealth of experience testing on-air spots in order to gauge the breakthrough potential and key messaging components of each ad.

Content is still king and we can help make sure yours stands out from the rest.

PHOENIX VIRTUAL MAILBOX®

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides...

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides clients with insightful, actionable feedback to new concepts and direct mail pieces (actual digital offers versus the competitive set) in a timeframe that meets their needs.  This solution provides a high return on your research investment, especially compared to a traditional in-market test.  By simulating the mail sorting experience, consumers open a digital mailbox, as they would in real-life, and take actions based on the mail received, providing reliable projections as to how your mail will perform in the marketplace. Virtual Mailbox delivers rich, insightful, actionable diagnostics without production or fulfillment costs, all within a 3-4 week timeframe.