Concept Highlighter
When evaluating concepts, the smallest detail can mean the
difference between a winning concept and one that goes back to the
drawing board.
So, when detail is key, MRSI's Concept Highlighter® makes it
easier than ever to understand the specific words, phrases or
visuals that are liked or disliked by consumers with our heat map
approach. You can also measure purchase intent, believability and
more, all in a visual experience that is natural and engaging for
both respondents and you.
Our heat map approach gives respondents full control to
highlight specific words, phrases or visuals that may influence
purchase via a simple point, click and drag of the mouse.
Respondents can precisely identify a word or component of a graphic
that prompts a positive or negative reaction versus a pre-defined
set of "clickable"words or visuals.
The varying heat intensity scale provides focused and
discriminating results. Virtually any image or copy can be
fine-tuned utilizing this technique. Concept Highlighter is often
used to understand the consumer appeal of early-stage packages,
concepts and product messaging.
Concept Highlighter helps you determine:
- Specific likes and dislikes
- Purchase intent
- Believability
- Improvement areas
- And more!
Concept Highlighter provides a more visual experience for you as
well with results in an
easy-to-understand visual that succinctly summarizes the positive
and negative elements.This makes it easier than ever to determine
if your concepts have the winning characteristics necessary for
lasting product success.
As a leader in concept testing, we test hundreds of concepts
each year across categories from food and beverages, baby products,
personal care, clothing, and medications to financial services, and
more.
Plus, you can count on MRSI's online research expertise. Not
only have we helped many of our
long-standing clients seamlessly transition from traditional
concept testing methods such as mall intercept to online concept
testing, we've also completed over two million online surveys for
over 2,000 studies in the past few years.
Concept Highlighter can be incorporated in our ConScan® online concept
screening and ConSelect® online concept
testing products.
Contact
MRSI for more information on Concept Highlighter today!
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