Beta Research Corporation

Consumer & B-to-B Studies

1. Branding/Corporate Evaluation Studies

2. Market/Positioning Studies

Define market segments/audiences of opportunity
Define who uses your product or service
Define who influences the purchase of your product
Uncover product strengths/weaknesses
Identify market positions that will cause customers to reach more positively
- Quality
- Effectiveness
- Speed
- Value
- Support services
- Etc.
Pinpoint the positions actually owned by your product (and your competitors’ products)
- Who is the market leader?
- What secondary positions are owned?
- Are existing positions eroding?
- Are new ones being established?
Discover answers to the toughest positioning problems
- How can you avoid the “me too” product trap?
- How can you position your brand against generics?
- How can you balance cost versus quality, from a marketing standpoint?
- Etc.
Methodologies: mail, phone, online, focus groups, malls

3. Product Concept/Perception Studies

4. Customer/Subscriber Satisfaction Studies

Stay focused on customers
- Is your product reflecting the market’s current needs?
- Do your marketing efforts position your product as a solution to your customers' problems?
Determine which way customer satisfaction is trending
- Availability
- Quality
- Ease of use
- Cost/value
- Service/support
- Etc.
Learn if customers are thinking of switching to competing brands
- To which product is customer loyalty shifting?
- Why are they making the switch?
Identify market trends and opportunities
- Are customers’ needs being met...what will they want in the future?
- What product, service or marketing changes are required to continue competing in a changing world?
Develop qualitative and quantitative results
Methodologies: mail, phone, online, warrantee cards

5. Beta Qualitative Evaluations (BQE)

6. Advertising/Marketing Communications/Packaging Evaluations

Determine the right message for different audiences
- Consumers
- Professionals
- Target market segments
Gauge ad copy and graphic effectiveness
Discover how well graphics will stop readers
Gain qualitative and quantitative intelligence
Gather information during concept or final ad stages
Compare multiple approaches
Rapid turnaround
Offer as a value added service
Methodologies: mail, online

7. Direct Marketing Studies

Appropriate for
- Magazine subscriptions
- Books, videos
- On-line services
- Continuity clubs
- Affinity credit cards
- Catalogs
- Membership clubs
- Associations
- Services (insurance, healthcare, etc.)
Before rolling out, test concepts with a limited sample
- Is the basic position correct?
- How well does the copy communicate?
- Are the graphics effective?
- Are there two few, or too many, elements in the package?
- Is the offer something that can’t be refused?
Find out what it takes to earn new subscribers or customers
- What are their hot buttons?
- What obstacles must you overcome?
- What alternative publications, services or products are they reading or using?
- What’s the right price?
Discover what it takes to renew subscribers or customers
- How many mailings?
- What offers work best?
- How early should you mail?
- Can you bring former subscribers back to life?
Determine the relative efficiencies of alternative approaches
- Which new approaches might beat your control?
- What can be deleted from your package without affecting response?
- Which customers are worth more in the long run?
Discover subscriber/member reaction to line extensions
Methodologies: mail, focus groups

8. Customer/Prospect Panel Studies

Use for proprietary research or as a value added service
Recruit panels from subscriber lists, customer lists, market lists
Determine how products/publications are used or viewed
Learn opinions of potential line extensions
Build customer databases
Gather input for future marketing efforts or new products/media (concept testing, perceptions, positioning, copy testing, etc.)
Generate ideas for editorial content
Gain information to support ad sales
Determine how markets are changing - demographics, psychographics
Distribute product samples
Methodologies: mail, telephone, online

9. Attitude and Usage Studies

10. Product Tracking Studies

11. Product Testings (In-home Usage/In-mall Testing)

12. Brand Equity Evaluation Studies

13. Info•Check Studies

14. Taste Tests

15. Product and Placement Studies

16. Segmentation Studies

17. Communication Tests

18. Custom Research Projects

Beta Research welcomes the opportunity to custom-build research projects that help achieve your objectives. Ask us for input.

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