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The gold standard for successful marketing research is to predict market behavior accurately, and of course, result in-market success. Research America’s team of experts set out to develop a methodology that would help their client better lead their industries through decisions based on more predictive results.
Traditional research methods excel at predicting mass appeal products but can fall short on new-to-the-world ideas or highly-differentiated niche offerings. This often leads to companies not moving forward with category-changing new products due to risk aversion.
Our goal was to predict what people wanted before they realized they wanted it, which meant the new methodology needed to get at latent emotional triggers (implicit in system 1 thinking). However, we also wanted to ensure in-market predictability which is best measured through the wisdom of crowds technique. Finally, we wanted it to work on a stand-alone basis or integrate seamlessly into an existing concept testing program.
Data captured from these four steps gets modeled to determine the potential for in-market success of each stimuli tested. Including benchmarks (existing concepts with actual sales data) can make the model even more predictive of actual in-market performance.
Even the first test proved to that the team had built something great. Respondents were asked to evaluate the probable success of ten cars and trucks, using either pictures or high-quality renderings. The average respondent completed all ten evaluations in two minutes. Most importantly, analysis proved the results were highly correlated with actual vehicle sales (as demonstrated through market share).
We include prediction models, implicit modeling, and emotional associations and intensity. We’ve discovered that some categories have high levels of implicit reaction - often involving more intense, visceral emotional responses - while other categories are more rational in nature. Whether the consumer approach is to think-do-feel or to feel-think-do, the technique is equipped to tease that out and model the opportunity accordingly.
Over time, Research America has used SwipeRight™ to evaluate many different products and services with a variety of audiences. Marketers love the speed and simplicity of the methodology. Researchers love its predictive capability and how it easily integrates with existing methodologies.