Case Studies:

Insights:

Heinrich's research indicated:

• Research tools are needed to respond to rapidly changing consumer behavior and purchase decisions.
• Online market research is quantifiable and ROI can be calculated using an existing control concept.
• Marketers need cost-efficient research tools to help them make decisions quickly.

Execution:

Heinrich Responder Lab provided the client with the benefits of using online market research (customers and prospects panel) to test offers, evaluate and identify products, gauge creative concepts versus control, and to profile and target the highest responders. Responder Lab online testing closely resembles actual in-market purchases. Benefits include: cost and time savings, reduction in cycle time, operational efficiency and greater confidence in-market.

• Quantitative, online response testing: 4 to 20 concepts.
• Participants' profiles are also used to improve incentive offers for faster in-market winners.
• Competitive benchmarking: includes measuring response to competitive offers and client offers.
• Participants: prospects and self-selected or existing customers.
• Structure: each participant sees one or more incentive offers based on the complexity of the concept.
• Cycle time: 4 to 6 weeks to measure response rates.