The efficiency of BA research depends on seven key aspects listed below
- Stimulus material available (concept statement or ad which could be a storyboard, anima tics or finished)
- Language used and its appropriateness among target respondents.
- Research technique(s) used
- Newness of product concept under study Understanding existing state of affairs in the minds before exposing to stimulus material
- Communication skills of respondents
- Unbiased facilitation by researcher/interviewer
- For existing brands or existing competition of new brands, minds would already have BAs. Hence, in such cases evaluation should include the following;
- Ascertain current state of affairs, without exposing respondents to the new concept(s).
- Expose new concept (s).
- Ascertain response to new concept(s).
- Compare responses generated pre and post-exposure of the 1ew concepts(s) to understand effects.
You should remember that without having knowledge of BAs pre-exposure, one is likely to link all effects observed post- exposure to the concept. And that would not be true. History (or past) has its effect in the consumers’ mind and we cannot neglect it. If the measurement process is faulty, measures would be inaccurate, and decision based on such measures may not be the right one. So, beware and ensure research agencies design research appropriately.
The Overall Research Process
The process is outlined as follows
Round 1 – Qualitative research to test new concepts/options, or evaluate existing state of affairs in the mind. The scope should include absolute evaluation as well as relative to pre-defined competition. Options, if any, should be prioritized.
Appropriate techniques should be used. Irrespective of the techniques, probing should be done in detail at appropriate points of response generation. ‘Multiple why’s’ would help a lot here. Ions, if any, should be prioritized Stimulus material should be in the appropriate language(s) Consumers may be used to rewrite it so as to improve comprehension.
Round 2 – Modify concept(s) evaluated in Round 1. If need be, generate new one(s).
Round 3 – Conduct Quantitative research and prioritize the options. Identify the winner. Use research findings to modify it, if required.