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Rapid
response®
International concept screening method
Clients
often have a large number of new product ideas at their disposal
and wish to determine which ones are considered interesting
by consumers and therefore merit development of the mix (product
formula, packaging etc...).
The objective of the RAPID RESPONSE method is to help clients:
• select and identify the concepts with strong potential,
• understand the strengths and weaknesses of each idea,
And all this very rapidly, with real-time results
and the possibility to delve deeper into certain concepts
interactively.
Usage situation
The client has 10 to 25 new product ideas at his disposal.
Each idea can be expressed simply in one sentence (accompanied
or not by an illustration).
The products described do not yet exist, but consumers
are capable of imagining them quite easily from the description
given.
An original method of data collection
•
Respondents are pre-recruited in advance and invited to
take part in a session lasting around 2 hours.
• In total, several sessions of 30 to 35 people take
place in different towns / cities, to end up with a total
sample of 200 people minimum.
• The client can attend each of the sessions.
• Each session is lead by a moderator who reads out
the different concepts and asks all respondents to respond
simultaneously using a little RAPID RESPONSE box specially
developed for this methode.
•All the concepts are presented successively, with
a rotation in the order of presentation from one session
to another.
The moderator guides the interview reading out the
questionnaire and also the concepts
Complete information on each concept
•
For each concept, we ask 6 to 10 questions about
overall evaluation, novelty / originality, fit with the
brand.
• Responses are transmitted directly thanks to the
RAPID RESPONSE boxes and clients present at the back of
the room can see all the results instantaneously
on a computer screen.
• As an option, it is possible to add open-ended
questions for each concept in order to enrich the diagnostic.
These open-ended questions enable the strengths and weaknesses
of each concept to be taken into account.
• Following quantitative evaluation of all the concepts,
5 or 6 concepts - chosen by the client - are assessed qualitatively
in more depth (likes, dislikes, why the product is well
suited or not to the brand ?). This in-depth qualitative
exploration is piloted live by the moderator according
to the client's expectations
Rapid
and operational results
•
The quantitative results are available very quickly (one
week after the interview sessions).
• We obtain not only overall evaluation scores for
each product, but also the scores on different image items,
and hence comprehension of the "profile" of each
concept in terms of perceived image, effect on the brand
and envisaged target.
• The open-ended questions and qualitative exploration
enable us to understand how to improve or modify certain
concepts to make them more attractive.
• The RAPID RESPONSE method enables the Repères
team to provide its clients with concrete, operational
recommendations for selecting the most promising ideas
to develop.
An
international method
•
REPERES is the licensed user for France of the RAPID RESPONSE
method, which was developed by the American HAUSER &
Associates agency at the beginning of the 90's.
• Via the network of RAPID RESPONSE licensed users
in Europe, Pacific Asia and Latin America, we can use RAPID
RESPONSE for international projects, with the guarantee
that the method will be used in the same way in each country.
Contact
reperes@reperes.net
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