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problems we solve
With tightened budgets and compressed timelines, your research needs to work harder. You need to address the what as well as the why… ideally in one step. At BuzzBack, we start with best practice fundamentals and layer on unique creative techniques, solving problems not typically addressed in traditional methods.
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concept development
From product concepts to early stage ideas, messages, positioning, names, claims, packages and ads – we can help you improve your scores and integrates the diagnostics and qualitative learning you need to understand what makes your concept work and why.
Getting reactions to concepts is easy. The hard part is figuring out what makes an idea strong or weak and how it can be optimized into a winning idea that meets your brand benchmarks. Though our fundamental approach is in line with industry quantitative practices, our analytical focus is on delivering understanding.
our methodology includes:
- Key quantitative measures for baseline evaluation
- Custom (not normative) questions to help you refine specific elements
- More open ended questions asked in non-traditional ways
- BuzzBack exclusive projective techniques to provide additional depth and uncover emotional reactions (e.g. Concept Focus™, Thought Bubble™, eCollage™)
- Verbatim Viewer™ to quickly navigate open ends
- Reporting that highlights strengths and weaknesses and provides recommendations to move forward
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packaging
BuzzBack’s packaging approach helps you determine whether your packaging is delivering on key objectives: does it achieve breakthrough on shelf? Does it communicate the product positioning? Will it motivate consumers to purchase?
We combine standard metrics and scores with a qualitative dimension to put learning into context. Our deliverables reflect recall of key elements, package appeal, package fit with product and communication of positioning. Our report will help you identify strengths and weaknesses of your package, with recommendations for how to improve it further.
your issue our approach “Our agency has created a number of package designs and we want to understand which pack shots best fit our product.” BuzzBack’s Concept Focus™ helps you identify the package elements that fit with product positioning – and those that don’t – and why. “We need to understand whether our new packaging is memorable – does it stand out on shelf?” BuzzBack Magnifier and Thought Bubble™ help you determine recall. Do consumers remember seeing your product in a competitive set? Does it break through? “Does the package communicate the experience of the product? How well does it communicate our brand positioning?” BuzzBack’s eCollage™ brings understanding of the emotional connections to your package design —what it communicates, whether the package relates to the product experience, and why -
naming
Your name says a lot about your product and your brand – on both overt and subconscious levels. At BuzzBack, we’ve undertaken hundreds of naming studies across many categories in more than 25 countries. We’ll help you understand how to choose a name that’s right for your product, your brand or even your company.Typical questions we address:
• Does your name drive purchase interest? • How does your name make people feel?
• Which name is most motivating? • Is your name memorable?
• What thoughts and associations does a name trigger? • Which name provides the widest creative platform?
• What does your name communicate? • Is the communication the same in all markets?
Whether you are at a developmental or evaluative stage, we offer a naming solution:
- eCollage™ will help you understand name imagery, emotions, and whether your name conveys brand positioning
- Thought Bubble™ with key measures will help you determine which name is most motivating and why
- And Concept Focus™ will enable you to understand whether your name is appealing and why, within the context of your concept, package, website, ad or other communications.
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ad development & copy testing
BuzzBack’s standard methodology focuses on deeper understanding, but our approach aligns with traditional techniques. When developing an ad – whether in storyboard or animatic stages or final print stimuli – we will reveal specifics about your ad and understand the “why” behind relevant attitudes, opinions, and feelings.We start with targeted screening, timed or untimed ad exposure, and a combination of key metrics and diagnostics. Our diagnostic focus provides understanding of strengths and weaknesses, identifying ways to improve your ad going forward.
How we approach some common issues in ad development:
your issue
our approach “Our agency has developed 3-4 ads, and we need to understand which resonates most and why. How do we improve them before testing further?” With BuzzBack Concept Focus™, you will be able to view specific elements of your ad that work (and don’t), and why. Concept Focus provides in-depth learning and specificity about imagery, copy, headline, tagline – whatever elements consumers hone in on. “How does your ad make consumers feel? Why?” BuzzBack’s eCollage™ brings understanding of the emotional connections to your ad or brand — its imagery, what it communicates and why. “Is your ad communicating the messaging and positioning we want it to? Why or why not?” Use of BuzzBack’s projective techniques, such as Thought Bubble™ or Sentence Completion, will identify key takeaways, main messaging, and what your ad communicates. -
brand/product exploratory (a&u)
Traditional exploratory tools and segmentation only go so far. It’s often difficult to understand what motivates consumers, what drives purchase, and what influences how they feel about a brand and why. At BuzzBack, we leverage our innovative tools to go beneath the surface and deliver more in-depth, emotional insights.
BuzzBack’s A&U methodology reveals new dimensions to consumer understanding, allowing us to investigate all aspects of the relationship between consumers and the category. Our approach helps you identify gaps or whitespace and understand the influence of consumer behavior, attitudes and needs that impact your brand.
Some approaches and issues around understanding consumer needs:
your issue our approach “Who is my target consumer? How do I understand more about her?” “What drives loyalty? Why?”
“How do consumers feel about my brand? Why?”
“What emotional connections do consumers have to my product or brand? Why?”
Quantitative measures that illustrate behavior, attitudes and purchases are combined with BuzzBack’s projective techniques, such as Thought Bubble™, to help you learn more about a category and unmet consumer needs.
BuzzBack’s eCollage™ brings understanding of the emotional connections to your brand — its imagery, what it communicates and why. -
benefits/claims evaluation
BuzzBack approaches to common claims issues:At BuzzBack, we’re focused on combining the “what” and the “why” to help you understand whether your claims are working. Are they believable? Are they relevant? Why or why not?Our enabling and projective techniques, combined with our award-winning tools, deliver both key quantitative measures and supporting qualitative insights. The result is a unique approach to identifying which claims are most compelling and why they work.
your issue our approach “We’re writing concepts, and we need to determine which claims to include. We have up to 50 claims to test, how do we figure out which have the greatest impact on purchase interest?” “We have 2-3 concepts, with each emphasizing different benefits and claims. Which concept should we test further?”
Quantitative measures for importance, believability, impact on purchase, etc. will be combined with BuzzBack’s projective techniques, such as Thought Bubble™, to help you identify the top (and bottom) claims and why they resonate. With BuzzBack Concept Focus™, you will be able to understand why claims and benefits work (and don’t), and why. Concept Focus provides in-depth learning and details – even down to individual words and phrases to help you refine.
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diagnostic in-home use tests (IHUTs)
BuzzBack Diagnostic IHUTs/product placements give you more than just the general consumer reactions and key measures often associated with traditional product tests. With the use of our enabling and projective techniques, such as eCollage™, Scene Builder, and Thought Bubble™, we help you understand more about the product experience, especially the ways in which consumers articulate benefits around using or tasting a product. Concept Focus™ can help you pinpoint elements of the concept language that don’t match the actual product experience.
As an extension of a concept evaluation, BuzzBack IHUTs allow for greater efficiency in recruiting and selecting the most appropriate participants for product usage. We’ll even handle product shipping to individual households along with handholding respondent participation. And our final report summarizes both quantitative and qualitative feedback to give you general product reactions combined with more in-depth insights. The result is greater understanding, visual and emotional learning for you and your brand.
the result is greater understanding, visual and emotional learning for you and your brand
